SlideShare ist ein Scribd-Unternehmen logo
1 von 39
How to Turn
Social Media
into Social
Sales

Paul Marsden & Paul Chaney

Social Commerce Today
Dr. Paul Marsden: Consumer psychologist and
                market researcher focusing on digital
                innovation, social media and e-commerce




                Paul Chaney: Social media, social commerce and
                Internet marketing consultant, speaker, trainer and
                author known as The Social Media Handyman




Hello! We‟re the Two Pauls...
Sharing six insights for turning social media into social
sales from our latest book...
“IF I HAD TO GUESS
                                    SOCIAL COMMERCE
                                   IS THE NEXT AREA TO
                                     REALLY BLOW UP”
                                        MARK ZUCKERBERG




...from the new field of „social commerce‟ - helping people
share where they shop and shop where they share
SOCIAL COMMERCE

  HELPING PEOPLE SHARE                HELPING PEOPLE SHOP
    WHERE THEY SHOP                   “IF I HAD TO GUESS
                                       WHERE THEY SHARE

                                      SOCIAL COMMERCE
                                       IS THE NEXT AREA
                                        TO REALLY BLOW
                                              UP”
                                                MARK ZUCKERBERG




SOCIAL APPS FOR E-COMMERCE SITES   E-COMMERCE APPS FOR SOCIAL SITES



                        $30BN MARKET
                                                    Source Booz & Co (2011) “Turning Like to Buy”
SOCIAL COMMERCE


                       “IF I HAD TO GUESS


 WHY?                  SOCIAL COMMERCE
                        IS THE NEXT AREA
                         TO REALLY BLOW
                                UP”
1) IT‟S WHAT YOUR CUSTOMERS WANT
                              MARK ZUCKERBERG

2) IT‟S WHAT YOU NEED (BETTER ROI)

3) IT‟S GOOD CUSTOMER ECONOMICS
1) Social commerce is what your customers want...
WHAT CONSUMERS    WHAT BUSINESS THINKS
                         WANT    CONSUMERS WANT

                        DEALS       NEW PRODUCT INFO
                    PURCHASE        GENERAL INFO
           READ USER REVIEWS        SHARE OPINION
                GENERAL INFO        EXCLUSIVE INFO
               EXCLUSIVE INFO       READ USER REVIEWS
           NEW PRODUCT INFO         FEEL CONNECTED
               SHARE OPINION        CUSTOMER SERVICE
           CUSTOMER SERVICE         SUBMIT PRODUCT IDEAS
         PARTICIPATE IN EVENTS      BE PART OF A COMMUNITY
             FEEL CONNECTED         PARTICIPATE IN EVENTS
        SUBMIT PRODUCT IDEAS        PURCHASE
       BE PART OF A COMMUNITY       DEALS



                                                Source IBM (2011) From Social Media to Social CRM




1) Social commerce is what your customers want...
the black hole of
                                         social media


                                   $
                               $
                           $
                     $
                   $ $$
                  $ $
                       $

2) Social commerce is what you need (ROI)
1




                                 Word of
                        $1927   Mouth Value

                                Total Customer Value
                        $2446     Sales
                                  Value       $4373




3) Social commerce is good customer economics
1



        SOCIAL COMMERCE


                    “IF I HAD TO GUESS


        HOW?        SOCIAL COMMERCE
                     IS THE NEXT AREA
                      TO REALLY BLOW
                             UP”
                          MARK ZUCKERBERG
1)...             4)...
2)...             5)...

3)...             6)...
1




First, how NOT to do social commerce...
1




Get the business basics right... sell socially with a clear and
differentiated value proposition...
1




For instance, Heinz opened a pop-up social media store to
sell personalised get well soup; 1 in 8 fans bought...
1




More generally, social commerce works when you help
people solve their problems socially
1




                     SOCIAL INTELLIGENCE
             “A wise man learns from the experience of
                     others, a fool by his own”




Secret 1: help people solve problems socially by helping
them solve problems together; with their social intelligence
1




A second secret is to help people solve a core „social
problem‟ - that of „social status‟...
1




Secret 2: Help solve problems of „social status‟ with early
access (and bragging rights) to new products...
1




A third secret is to help people solve another core social
problem - that of „social bonding‟...
2




Secret 3: Solve peoples problems of social bonding with
with social gifts and gifting
2




    Helping people
    solve problems
        socially




                                        Helping people
                                         solve social
                                          problems

In sum, smart businesses are using social commerce to
deliver „social utility‟
2



                      SOCIAL UTILITY
          using social media to help people solve
        problems socially and solve social problems



       social                  social                social
    intelligence               status               bonding




                   $$$$$$   SOCIAL SALES   $$$$$$


So here‟s the big secret to selling with social media: Offer a
social shopping service that has genuine social utility
2




“In a word, social commerce is about discovery.”
Christian Taylor, Founder, Payvment

Secret 4: Social commerce is not just about “buying” aspect
of social media, but the “discovery” component as well
2




Social shopping sites are designed for browsing and
sharing as much as they are for searching and transacting
2




Social product discovery works because we pay attention
to our “social graph” and "interest graph"
2




Shopycat searches through a large product database to
find what it surfaces as the right gift for friends
2




Secret 5: Lead with purpose, not a pitch. Be purpose driven.
2




Nike‟s brand purpose: “We exist to help everyone to
achieve their athletic potential.”
2




Social media has become a conduit though which
psychological needs can be met, to some extent
3




For Target and Delta meeting needs and solving problems
was the guiding purpose of each app
3




Secret 6: Provide a social marketplace where buyers and
sellers come together to exchange goods and services
3




DHGate shrinks an unwieldy global marketplace into one
that‟s manageable, trusted, and safe
3




99Designs is a marketplace that matches those in need of
logo and web design with freelance designers
3




Social marketplaces foster interaction between merchants
and their customers via community-based interactions
3




Threadless sells out of every line it produces
3




Etsy gives businesses the ability to sell handmade and
vintage products to consumers in bazaar-style fashion
3




AirBnB is a peer-to-peer marketplace that allows people to
share their homes with travellers around the globe
3


                                           Lead With
  Drive Discovery                           Purpose




    Create Social
    Marketplaces


Three secrets to turn social media into social sales
3




Thanks! Find out more in our “F-Commerce
Handbook”&“Social Commerce Handbook” from McGraw-
Hill

Weitere ähnliche Inhalte

Andere mochten auch

Can social make utilities sexy again?
Can social make utilities sexy again?Can social make utilities sexy again?
Can social make utilities sexy again?Tom Raftery
 
MídiaKIT portal www.anunciouvendeu.com
MídiaKIT portal www.anunciouvendeu.comMídiaKIT portal www.anunciouvendeu.com
MídiaKIT portal www.anunciouvendeu.comtrue
 
Social Media for Utilities: Developing a Satisfying Customer Experience
Social Media for Utilities: Developing a Satisfying Customer ExperienceSocial Media for Utilities: Developing a Satisfying Customer Experience
Social Media for Utilities: Developing a Satisfying Customer ExperienceCognizant
 
Primeira igreja rococó da América no Rio de Janeiro
Primeira igreja rococó da América no Rio de JaneiroPrimeira igreja rococó da América no Rio de Janeiro
Primeira igreja rococó da América no Rio de JaneiroJoão Carlos Nara Júnior
 
Jardel Coiffeur - TCC de Gestão de Marketing
Jardel Coiffeur - TCC de Gestão de MarketingJardel Coiffeur - TCC de Gestão de Marketing
Jardel Coiffeur - TCC de Gestão de MarketingThais Teles
 
Why Invest in Social Media As A Sales Tool
Why Invest in Social Media As A Sales Tool Why Invest in Social Media As A Sales Tool
Why Invest in Social Media As A Sales Tool Jane Frankland
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 Paul Marsden
 
5 Lições de Marketing do Papai Noel
5 Lições de Marketing do Papai Noel5 Lições de Marketing do Papai Noel
5 Lições de Marketing do Papai NoelAlexandre Pallota
 
Social Media in the Utilities Sector 2016 conference
Social Media in the Utilities Sector 2016 conferenceSocial Media in the Utilities Sector 2016 conference
Social Media in the Utilities Sector 2016 conferenceDale Butler
 
Decoding the Digital Marketing Landscape
Decoding the Digital Marketing LandscapeDecoding the Digital Marketing Landscape
Decoding the Digital Marketing LandscapeBen Lindberg
 
MarketingProfs B2B Forum - What Comes Next
MarketingProfs B2B Forum - What Comes NextMarketingProfs B2B Forum - What Comes Next
MarketingProfs B2B Forum - What Comes NextMarketingProfs
 
Adventures of Flat Handley at B2B Marketing Forum
Adventures of Flat Handley at B2B Marketing ForumAdventures of Flat Handley at B2B Marketing Forum
Adventures of Flat Handley at B2B Marketing ForumMarketingProfs
 
Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Kevin Goldsmith
 
Netflix Business Model & Strategy
Netflix Business Model & StrategyNetflix Business Model & Strategy
Netflix Business Model & StrategyEvgenii Gvozdev
 
Buffer culture 0.6 (With a change to Be a No Ego Doer)
Buffer culture 0.6 (With a change to Be a No Ego Doer)Buffer culture 0.6 (With a change to Be a No Ego Doer)
Buffer culture 0.6 (With a change to Be a No Ego Doer)Buffer
 
Culture (Original 2009 version)
Culture (Original 2009 version)Culture (Original 2009 version)
Culture (Original 2009 version)Reed Hastings
 

Andere mochten auch (20)

Can social make utilities sexy again?
Can social make utilities sexy again?Can social make utilities sexy again?
Can social make utilities sexy again?
 
MídiaKIT portal www.anunciouvendeu.com
MídiaKIT portal www.anunciouvendeu.comMídiaKIT portal www.anunciouvendeu.com
MídiaKIT portal www.anunciouvendeu.com
 
GP4US - Planejamento da Release do Produto
GP4US - Planejamento da Release do ProdutoGP4US - Planejamento da Release do Produto
GP4US - Planejamento da Release do Produto
 
Social Media for Utilities: Developing a Satisfying Customer Experience
Social Media for Utilities: Developing a Satisfying Customer ExperienceSocial Media for Utilities: Developing a Satisfying Customer Experience
Social Media for Utilities: Developing a Satisfying Customer Experience
 
Primeira igreja rococó da América no Rio de Janeiro
Primeira igreja rococó da América no Rio de JaneiroPrimeira igreja rococó da América no Rio de Janeiro
Primeira igreja rococó da América no Rio de Janeiro
 
Jardel Coiffeur - TCC de Gestão de Marketing
Jardel Coiffeur - TCC de Gestão de MarketingJardel Coiffeur - TCC de Gestão de Marketing
Jardel Coiffeur - TCC de Gestão de Marketing
 
Why Invest in Social Media As A Sales Tool
Why Invest in Social Media As A Sales Tool Why Invest in Social Media As A Sales Tool
Why Invest in Social Media As A Sales Tool
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013
 
The 2016 Digital Marketer
The 2016 Digital MarketerThe 2016 Digital Marketer
The 2016 Digital Marketer
 
Marketing para a comunicação
Marketing para a comunicaçãoMarketing para a comunicação
Marketing para a comunicação
 
5 Lições de Marketing do Papai Noel
5 Lições de Marketing do Papai Noel5 Lições de Marketing do Papai Noel
5 Lições de Marketing do Papai Noel
 
Social Media in the Utilities Sector 2016 conference
Social Media in the Utilities Sector 2016 conferenceSocial Media in the Utilities Sector 2016 conference
Social Media in the Utilities Sector 2016 conference
 
Decoding the Digital Marketing Landscape
Decoding the Digital Marketing LandscapeDecoding the Digital Marketing Landscape
Decoding the Digital Marketing Landscape
 
What marketers make
What marketers makeWhat marketers make
What marketers make
 
MarketingProfs B2B Forum - What Comes Next
MarketingProfs B2B Forum - What Comes NextMarketingProfs B2B Forum - What Comes Next
MarketingProfs B2B Forum - What Comes Next
 
Adventures of Flat Handley at B2B Marketing Forum
Adventures of Flat Handley at B2B Marketing ForumAdventures of Flat Handley at B2B Marketing Forum
Adventures of Flat Handley at B2B Marketing Forum
 
Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013
 
Netflix Business Model & Strategy
Netflix Business Model & StrategyNetflix Business Model & Strategy
Netflix Business Model & Strategy
 
Buffer culture 0.6 (With a change to Be a No Ego Doer)
Buffer culture 0.6 (With a change to Be a No Ego Doer)Buffer culture 0.6 (With a change to Be a No Ego Doer)
Buffer culture 0.6 (With a change to Be a No Ego Doer)
 
Culture (Original 2009 version)
Culture (Original 2009 version)Culture (Original 2009 version)
Culture (Original 2009 version)
 

Ähnlich wie Social Commerce: Secrets for Turning Social Media into Social Sales

Social Psychology of Social Shopping: How Social Commerce Works
Social Psychology of Social Shopping: How Social Commerce WorksSocial Psychology of Social Shopping: How Social Commerce Works
Social Psychology of Social Shopping: How Social Commerce WorksPaul Marsden
 
The future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningThe future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningtitofavino
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesPaul Marsden
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiAkademi Berbagi
 
Social Media Marketing: Philosophy, Strategy, Tactic
Social Media Marketing: Philosophy, Strategy, TacticSocial Media Marketing: Philosophy, Strategy, Tactic
Social Media Marketing: Philosophy, Strategy, TacticYuswohady
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketingAna Andjelic
 
Social media for sme
Social media for smeSocial media for sme
Social media for smekakatomi
 
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
 
Tid for å aktivere markedet
Tid for å aktivere markedetTid for å aktivere markedet
Tid for å aktivere markedetMediaFront
 
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up SeminarUtilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up SeminarDavid Wayne Ika (We Are HIRING)
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Abbey Road Creations
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
 
Social Media Branding Strategy
Social Media Branding Strategy Social Media Branding Strategy
Social Media Branding Strategy iStrategy
 
Living Social BD Hothouse
Living Social BD HothouseLiving Social BD Hothouse
Living Social BD HothouseBrian.Rea
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)David Carr
 
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...zslmarketing
 
Presentatie RVOZ - Zoetermeer 12-12-2011
Presentatie RVOZ - Zoetermeer 12-12-2011Presentatie RVOZ - Zoetermeer 12-12-2011
Presentatie RVOZ - Zoetermeer 12-12-2011Jeroen van der Schenk
 

Ähnlich wie Social Commerce: Secrets for Turning Social Media into Social Sales (20)

Social Psychology of Social Shopping: How Social Commerce Works
Social Psychology of Social Shopping: How Social Commerce WorksSocial Psychology of Social Shopping: How Social Commerce Works
Social Psychology of Social Shopping: How Social Commerce Works
 
Social Commerce
Social CommerceSocial Commerce
Social Commerce
 
Got socialmedia3
Got socialmedia3Got socialmedia3
Got socialmedia3
 
The future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningThe future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planning
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social Sales
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by Yuswohadi
 
Social Media Marketing: Philosophy, Strategy, Tactic
Social Media Marketing: Philosophy, Strategy, TacticSocial Media Marketing: Philosophy, Strategy, Tactic
Social Media Marketing: Philosophy, Strategy, Tactic
 
A few things you need to know about digital marketing
A few things you need to know about digital marketingA few things you need to know about digital marketing
A few things you need to know about digital marketing
 
Your brand sucks!
Your brand sucks!Your brand sucks!
Your brand sucks!
 
Social media for sme
Social media for smeSocial media for sme
Social media for sme
 
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
 
Tid for å aktivere markedet
Tid for å aktivere markedetTid for å aktivere markedet
Tid for å aktivere markedet
 
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up SeminarUtilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
Utilizing Social Commerce - Unilever Digitalk 2011 & SparX Up Seminar
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3
 
Brands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To SuckBrands And Digital Culture: It Doesn't Have To Suck
Brands And Digital Culture: It Doesn't Have To Suck
 
Social Media Branding Strategy
Social Media Branding Strategy Social Media Branding Strategy
Social Media Branding Strategy
 
Living Social BD Hothouse
Living Social BD HothouseLiving Social BD Hothouse
Living Social BD Hothouse
 
Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)Brand building in a digital world (Intro to Digital for Grads)
Brand building in a digital world (Intro to Digital for Grads)
 
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...
Personalized shopping-experience-to-increase-sales-leveraging-zsl-social-comm...
 
Presentatie RVOZ - Zoetermeer 12-12-2011
Presentatie RVOZ - Zoetermeer 12-12-2011Presentatie RVOZ - Zoetermeer 12-12-2011
Presentatie RVOZ - Zoetermeer 12-12-2011
 

Mehr von Mike Lewis

Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Mike Lewis
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
 
Keys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BKeys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BMike Lewis
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Mike Lewis
 
The Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingThe Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingMike Lewis
 
Stand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleStand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleMike Lewis
 
Stand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaStand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaMike Lewis
 
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoStand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoMike Lewis
 
Fusion Marketing - It's What's Next
Fusion Marketing - It's What's NextFusion Marketing - It's What's Next
Fusion Marketing - It's What's NextMike Lewis
 
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Mike Lewis
 
Social growth 6/26
Social growth 6/26Social growth 6/26
Social growth 6/26Mike Lewis
 
Social Growth Summary
Social Growth SummarySocial Growth Summary
Social Growth SummaryMike Lewis
 
Social growth 6.19
Social growth 6.19Social growth 6.19
Social growth 6.19Mike Lewis
 
Social growth 6.12
Social growth 6.12Social growth 6.12
Social growth 6.12Mike Lewis
 
Social growth 6.5
Social growth 6.5Social growth 6.5
Social growth 6.5Mike Lewis
 
Social growth 5.29
Social growth 5.29Social growth 5.29
Social growth 5.29Mike Lewis
 
Social growth 5.22
Social growth 5.22Social growth 5.22
Social growth 5.22Mike Lewis
 
Social growth 5.15
Social growth 5.15Social growth 5.15
Social growth 5.15Mike Lewis
 
Social growth 5.8
Social growth 5.8Social growth 5.8
Social growth 5.8Mike Lewis
 
Social growth 5.1
Social growth 5.1Social growth 5.1
Social growth 5.1Mike Lewis
 

Mehr von Mike Lewis (20)

Retail Reality Check [Infographic]
Retail Reality Check [Infographic]Retail Reality Check [Infographic]
Retail Reality Check [Infographic]
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
 
Keys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2BKeys to Great B2B Facebook Community #mpB2B
Keys to Great B2B Facebook Community #mpB2B
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013
 
The Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social MarketingThe Six Keys to Stand Out Social Marketing
The Six Keys to Stand Out Social Marketing
 
Stand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB EvansvilleStand Out Social Marketing - FTB Evansville
Stand Out Social Marketing - FTB Evansville
 
Stand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB AtlantaStand Out Social Marketing - FTB Atlanta
Stand Out Social Marketing - FTB Atlanta
 
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - ToledoStand Out Social Marketing - Monetizing Social - FTB - Toledo
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
 
Fusion Marketing - It's What's Next
Fusion Marketing - It's What's NextFusion Marketing - It's What's Next
Fusion Marketing - It's What's Next
 
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Social Scoring: The Missing Link to Social Marketing ROI [Slides]
Social Scoring: The Missing Link to Social Marketing ROI [Slides]
 
Social growth 6/26
Social growth 6/26Social growth 6/26
Social growth 6/26
 
Social Growth Summary
Social Growth SummarySocial Growth Summary
Social Growth Summary
 
Social growth 6.19
Social growth 6.19Social growth 6.19
Social growth 6.19
 
Social growth 6.12
Social growth 6.12Social growth 6.12
Social growth 6.12
 
Social growth 6.5
Social growth 6.5Social growth 6.5
Social growth 6.5
 
Social growth 5.29
Social growth 5.29Social growth 5.29
Social growth 5.29
 
Social growth 5.22
Social growth 5.22Social growth 5.22
Social growth 5.22
 
Social growth 5.15
Social growth 5.15Social growth 5.15
Social growth 5.15
 
Social growth 5.8
Social growth 5.8Social growth 5.8
Social growth 5.8
 
Social growth 5.1
Social growth 5.1Social growth 5.1
Social growth 5.1
 

Kürzlich hochgeladen

UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxDr. Santhosh Kumar. N
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapitolTechU
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 

Kürzlich hochgeladen (20)

UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdfPersonal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptx
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptx
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 

Social Commerce: Secrets for Turning Social Media into Social Sales

  • 1. How to Turn Social Media into Social Sales Paul Marsden & Paul Chaney Social Commerce Today
  • 2. Dr. Paul Marsden: Consumer psychologist and market researcher focusing on digital innovation, social media and e-commerce Paul Chaney: Social media, social commerce and Internet marketing consultant, speaker, trainer and author known as The Social Media Handyman Hello! We‟re the Two Pauls...
  • 3. Sharing six insights for turning social media into social sales from our latest book...
  • 4. “IF I HAD TO GUESS SOCIAL COMMERCE IS THE NEXT AREA TO REALLY BLOW UP” MARK ZUCKERBERG ...from the new field of „social commerce‟ - helping people share where they shop and shop where they share
  • 5. SOCIAL COMMERCE HELPING PEOPLE SHARE HELPING PEOPLE SHOP WHERE THEY SHOP “IF I HAD TO GUESS WHERE THEY SHARE SOCIAL COMMERCE IS THE NEXT AREA TO REALLY BLOW UP” MARK ZUCKERBERG SOCIAL APPS FOR E-COMMERCE SITES E-COMMERCE APPS FOR SOCIAL SITES $30BN MARKET Source Booz & Co (2011) “Turning Like to Buy”
  • 6. SOCIAL COMMERCE “IF I HAD TO GUESS WHY? SOCIAL COMMERCE IS THE NEXT AREA TO REALLY BLOW UP” 1) IT‟S WHAT YOUR CUSTOMERS WANT MARK ZUCKERBERG 2) IT‟S WHAT YOU NEED (BETTER ROI) 3) IT‟S GOOD CUSTOMER ECONOMICS
  • 7. 1) Social commerce is what your customers want...
  • 8. WHAT CONSUMERS WHAT BUSINESS THINKS WANT CONSUMERS WANT DEALS NEW PRODUCT INFO PURCHASE GENERAL INFO READ USER REVIEWS SHARE OPINION GENERAL INFO EXCLUSIVE INFO EXCLUSIVE INFO READ USER REVIEWS NEW PRODUCT INFO FEEL CONNECTED SHARE OPINION CUSTOMER SERVICE CUSTOMER SERVICE SUBMIT PRODUCT IDEAS PARTICIPATE IN EVENTS BE PART OF A COMMUNITY FEEL CONNECTED PARTICIPATE IN EVENTS SUBMIT PRODUCT IDEAS PURCHASE BE PART OF A COMMUNITY DEALS Source IBM (2011) From Social Media to Social CRM 1) Social commerce is what your customers want...
  • 9. the black hole of social media $ $ $ $ $ $$ $ $ $ 2) Social commerce is what you need (ROI)
  • 10. 1 Word of $1927 Mouth Value Total Customer Value $2446 Sales Value $4373 3) Social commerce is good customer economics
  • 11. 1 SOCIAL COMMERCE “IF I HAD TO GUESS HOW? SOCIAL COMMERCE IS THE NEXT AREA TO REALLY BLOW UP” MARK ZUCKERBERG 1)... 4)... 2)... 5)... 3)... 6)...
  • 12. 1 First, how NOT to do social commerce...
  • 13. 1 Get the business basics right... sell socially with a clear and differentiated value proposition...
  • 14. 1 For instance, Heinz opened a pop-up social media store to sell personalised get well soup; 1 in 8 fans bought...
  • 15. 1 More generally, social commerce works when you help people solve their problems socially
  • 16. 1 SOCIAL INTELLIGENCE “A wise man learns from the experience of others, a fool by his own” Secret 1: help people solve problems socially by helping them solve problems together; with their social intelligence
  • 17. 1 A second secret is to help people solve a core „social problem‟ - that of „social status‟...
  • 18. 1 Secret 2: Help solve problems of „social status‟ with early access (and bragging rights) to new products...
  • 19. 1 A third secret is to help people solve another core social problem - that of „social bonding‟...
  • 20. 2 Secret 3: Solve peoples problems of social bonding with with social gifts and gifting
  • 21. 2 Helping people solve problems socially Helping people solve social problems In sum, smart businesses are using social commerce to deliver „social utility‟
  • 22. 2 SOCIAL UTILITY using social media to help people solve problems socially and solve social problems social social social intelligence status bonding $$$$$$ SOCIAL SALES $$$$$$ So here‟s the big secret to selling with social media: Offer a social shopping service that has genuine social utility
  • 23. 2 “In a word, social commerce is about discovery.” Christian Taylor, Founder, Payvment Secret 4: Social commerce is not just about “buying” aspect of social media, but the “discovery” component as well
  • 24. 2 Social shopping sites are designed for browsing and sharing as much as they are for searching and transacting
  • 25. 2 Social product discovery works because we pay attention to our “social graph” and "interest graph"
  • 26. 2 Shopycat searches through a large product database to find what it surfaces as the right gift for friends
  • 27. 2 Secret 5: Lead with purpose, not a pitch. Be purpose driven.
  • 28. 2 Nike‟s brand purpose: “We exist to help everyone to achieve their athletic potential.”
  • 29. 2 Social media has become a conduit though which psychological needs can be met, to some extent
  • 30. 3 For Target and Delta meeting needs and solving problems was the guiding purpose of each app
  • 31. 3 Secret 6: Provide a social marketplace where buyers and sellers come together to exchange goods and services
  • 32. 3 DHGate shrinks an unwieldy global marketplace into one that‟s manageable, trusted, and safe
  • 33. 3 99Designs is a marketplace that matches those in need of logo and web design with freelance designers
  • 34. 3 Social marketplaces foster interaction between merchants and their customers via community-based interactions
  • 35. 3 Threadless sells out of every line it produces
  • 36. 3 Etsy gives businesses the ability to sell handmade and vintage products to consumers in bazaar-style fashion
  • 37. 3 AirBnB is a peer-to-peer marketplace that allows people to share their homes with travellers around the globe
  • 38. 3 Lead With Drive Discovery Purpose Create Social Marketplaces Three secrets to turn social media into social sales
  • 39. 3 Thanks! Find out more in our “F-Commerce Handbook”&“Social Commerce Handbook” from McGraw- Hill