1. Social
Commerce:
Team B:
Alberto
Iñigo
Leandro
Magda
Mabel
Friday, September 7th 2012 Till

2. The story about how a very small team of entrepreneurs
engaged 600.000 raving fans through Facebook
Source: http://www.squishable.com/s/us

3. What is Social Commerce?
The 6 C’s of Social Commerce
Social Commerce is a subset of electronic
Content
commerce that involves using: Community
• Social media that supports social Conversation Social
interaction Commerce Commerce
• User contributions to assist in the online
buying and selling of products and services. Connection
Context
The reason of being for social commerce is the belief that customers
trust one retailer over another when either of them is recommended
by others.
Examples of social commerce:
• Customer ratings and reviews,
• User recommendations and referrals,
• Social shopping tools (sharing the act of shopping online),
• Forums and communities,
• Social media optimization,
• Social applications and social advertising.
Source: http://en.wikipedia.org/wiki/Social_commerce

4. About
Squishable is a six-person company based in New York that makes unique
stuffed animals for children and adults alike.
- Started in 2007 by designer Zoe Fraad-Blanar and tech entrepreneur
Aaron.
- It is distinguished by its playful, oversized plushies and top-selling
Squishable Panda.
- Sold through Squishable.com and retailers across The USA, the
stuffed animals cost between $19 and $44.
- 600.000 Facebook fans!
Source: http://es.scribd.com/doc/97475062/Squishables-Facebook-Ad-Case-Study

5. ’s challenges and goals
Launching a new product involves a lot of risk – toy market
Uncertainty: will the products be accepted and demanded by its
target clients?
Budget constraints – production to order
Raising awareness for its products
Promoting direct participation of consumers in product design
3
2
1 The decision to search
The inherent for a safer way to To raise awareness by
risk of ensure that each new children and adults.
launching a product will be
new product. successful.
Sources: http://es.scribd.com/doc/97475062/Squishables-Facebook-Ad-Case-Study and http://www.facebook-successstories.com/squishable-com/

6. Why ?
Facebook covers “The 6 C’s of Social Commerce” (content, community,
commerce, content, connection and conversation)
Main synergies with Squishable are present on the following “C’s”:
Community Connection Conversation
- Facebook is the leading platform - Facebook helps define and - “All markets are conversations.”
for interpersonal interactions document the relationships.
combining pictures, text and - Conversations can surface a
videos. - These are a basis for the actions need that could be fulfilled
of Social Commerce. (“potential markets”).
What did Squishable do?
Source: http://en.wikipedia.org/wiki/Social_commerce

7. Why ?
Source: Social Media Optimization is the New SEO with Brian Solis

8. The current solution
Features that drive sales and awareness through Facebook
Voting
Direct
Submit design
your feedback
Squishable
Take your Send a The Fuzzy
Squishable picture with Five: Comic
to work your lines with
Squishable Squisable
and donate actors
to charity
Social objects = catalysts for conversation and ocurrences
Source: Social Media Optimization is the New SEO with Brian Solis

9. The current solution
Consumers’ and fans’ design feedback
Direct
design
feedback

10. The current solution
Rank of favourite finished designs
Voting

11. The current solution
Founder’s team proximity
Take your
Squishable
to work

12. Results
• 29% of traffic at Squishable.com comes from Facebook.
• Facebook is the mean to secure customer demand. A safe way to
develop new products as the crowd can indicate their ultimate success.
• Highly engaged communities provide word-of-mouth marketing. Fan
base growth from 130.000 to 600.000 in one year!
• Products are back-ordered for months.
• 15 percent of Squishable’s sales are direct sales from Facebook.
Digital footprint • Facebook is a cost-effective platform to
help build the business:
“Out of all our online marketing, Facebook
has the highest return on investment,
Content distribution lowest cost per conversion”.
Engaging
Social objects Source: http://ads.ak.facebook.com/ads/FacebookAds/Squishable_CaseStudy.pdf

13. Recommendations
• Differentiate social commerce platforms: develop relevant
conversations for each target audience
• Invest in online product customization technology via Facebook
for consumers to interact and comment design changes in real
time
• Expand distribution of high ranked and top sellers to retail
• Continue adding features on Facebook:
• Teaser campaigns for Facebook fans: where is the Squishable
in Madonna’s concert today in NY? Win tickets for next
concerts, etc.

14. Thank you!

15. Back-up

17. Meaningful dialogue and
collaborative relationships with
the people who define our
markets
A part of social media optimisation – data
that defines other data within the whole web
2.0 ecosystem
Source: Social Media Optimization is the New SEO with Brian Solis