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eCommerce Meets Social Networks: Trusted References

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TurnTo Networks
TurnTo Networks

- The document discusses using social connections and recommendations from friends to influence online purchasing decisions. Specifically, it proposes connecting shoppers with friends who have relevant product experience at the moment information is needed. - This approach aims to activate the "receiver" by getting the shopper to reach out and request a recommendation from a trusted friend, rather than focusing on activating the "broadcaster" to advertise products. - The key is delivering recommendations and social connections in a contextual, permission-based way in response to the shopper's expressed purchase intent in order to influence consideration and drive higher conversion and loyalty.

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Ecommerce Meets Social Networks: Trusted References A Different Approach to Driving On-line Referrals George Eberstadt CEO & Founder TurnTo Networks
In the “Social” Category, Ecommerce Has Been Very Focused on Ratings and Reviews ,[object Object],[object Object],[object Object],[object Object]
Who is really most trusted? Friends
[object Object]
[object Object],[object Object]
How do you get “the friend name” into the buying process?
[object Object],[object Object],[object Object]
[object Object],[object Object]
Hey everyone, I just got a vertalizer, and it’s the best thing ever! How do I get my happy customers to tell their friends? ?
Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?
Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?
[object Object]
Hey everyone, Joe just got a vertalizer, and it’s the best thing ever!
Hey everyone, Joe just got a vertalizer, and it’s the best thing ever! Did you just use my name to advertise your product? WTF! I didn’t say you could do that!
[object Object]
Facebook Beacon ,[object Object],[object Object],[object Object],[object Object]
Beacon was a Beacon… to the Rest of Us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Activating the Broadcaster” is Not Bad, It’s Just Hard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Different Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why “Reach Out”? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It’s Easy… ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Do We Do This? ,[object Object],[object Object],[object Object],[object Object]
Context is King! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search Advertising Dominates Because It Enables Response to Purchaser Intent
Portable Social Graphs ,[object Object]
Permission Management ,[object Object],[object Object],[object Object],[object Object]
A Model for “Trusted Reference” Delivery Social permissions filter (i.e. who agrees to share what with whom) Raw customer data from merchant Data Authorized for With Sharing Friends Merchant Site Search Comparison Sites [Feed Readers] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content sites ,[object Object],[object Object]
“ Illuminate the Black Hole of Consideration” ,[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]

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eCommerce Meets Social Networks: Trusted References

  • 1. Ecommerce Meets Social Networks: Trusted References A Different Approach to Driving On-line Referrals George Eberstadt CEO & Founder TurnTo Networks
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  • 4. Who is really most trusted? Friends
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  • 8. How do you get “the friend name” into the buying process?
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  • 11. Hey everyone, I just got a vertalizer, and it’s the best thing ever! How do I get my happy customers to tell their friends? ?
  • 12. Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?
  • 13. Hey everyone, I just got a vertalizer, and it’s the best thing ever! Why are you bothering me with that? Not interested. Not again!?!? Oh, thanks. I was looking for something like that. Shill. ?
  • 14.
  • 15.
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  • 17. Hey everyone, Joe just got a vertalizer, and it’s the best thing ever!
  • 18. Hey everyone, Joe just got a vertalizer, and it’s the best thing ever! Did you just use my name to advertise your product? WTF! I didn’t say you could do that!
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  • 28. Search Advertising Dominates Because It Enables Response to Purchaser Intent
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