A co-presentation of Erica Schmidt, Global Search Director, iProspect & Zbigniew Nowicki, Managing Director, Bluerank from "E-commerce Development" conference held by Informedia Polska & Puls Biznesu.

1. Social Commerce –
real shopping [r]evolution?
Erica Schmidt, Global Search Director, iProspect
Zbigniew Nowicki, Managing Director, Bluerank

2. Social is a long way story
We have performed
Social Things since
our ancestors sat
around a fire and said,
"Ugh!" and developed
language what
allowed them to talk.
Just the tools and
speed have been
upgraded so far. Also
the talk evolved into
shared
communication.
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3. Does a good product make social commerce easy?
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4. Actually selling with social media may be far more
tricky than equation FB + product + review
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5. Because social commerce is about influencing people
and influencing
is a very
sensitive case if
beside shopping
we aim to keep
positive
experience
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6. Influencing people requires right place and time
Allow customers to buy ...and connect with customers in places
where they connect... where they commerce
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7. What is so
special about
social?
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8. First: it is big, visits, traffic, pageviews, time
InternetStandard: raport social media 2010
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9. Second: locally it is even bigger
InternetStandard: raport social media 2010
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10. Third: it makes you a friend with brands
InternetStandard: raport social media 2010
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11. And the ROPO is also based in social principle
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12. Who plays
the drums?
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13. November 2008: Founded
3000 employees
250 markets worldwide
35 million registered users
$500 million: Projected revenue in 2010
$6 billion: Google’s bid to acquire Groupon November 2010
$15 billion: Possible IPO in 2011
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14. Much better logo – collective buying power
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15. What is Groupon interconnecting together?
Online range Offline offer and
and decision brick&mortar
speed business
Two worlds that more or less were strongly separated so far. And moreover that it adds
social experience to the whole deal making a win-win deal for customers and vendors.
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16. What is Groupon mechanics?
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17. How does Groupon shapes our shopping behavior?
Need Deal
• You want sth and you go for it, can be sth • There is sth and you go for it, because
you were preparing for a longer time others go and it is perhaps cheap
• Price at the beginning is a secondary issue • Reduced price and super conditions are
• You select from many, and pick up the one the most important deal factors
you really like • You get what you are offered to buy
• Usually is not an impact or accidental • The deal is time limited so little time make is
shopping, more rational approach more emotional decision
• You more likely become ambassador • Less likely to be a fan, just another deal
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18. Who looks into Groupon deals?
• Deal driven approach
Online reputation
Deal Hunters • Do not spend much at the place beside the deal
• Not loyal, follow the deal not brand
Smart • Inspect terms and conditions carefully
• Discount or/and upgrade current status
Selectors • Could be loyal
Occasional • Registered by accident
• Rare buyers, resistant to deal advertising
Shoppers • Typical opt-in –> opt-out example
• Most valuable, but also most critical to your service
Wise Advisors • Can spend more than the deal
• Loyal and returning if satisfied
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19. What are objectives of groupon vendors?
• Train staff
Hotel/SPA
Advertise locally
• Get the thing running
• Compensate low season
• Train new staff
Barber Shop • Introduce the service
• Fish and catch valuable clients
• Replace traditional local adverts
Fitness Center • Sale non occupied hours
• Experiment with effectiveness
• Sale, sale, and sale
eFoto Service • Become more popular among others
• Build customer database
• Get rid of unbelievable service
Lipo-supo-dupo • Compensate the investment
• Catch losers who believe
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20. With Groupon everybody wins
Customers
• Get deals to SPA, cinemas,
theaters, restaurants, ect
• Trusted guide to local most
visited places
• Inspirational social maker
Groupon Vendors
• Provision on the • Effective and targeted
discount coupons advertising
• Large and opt-in • Clients who spent
behavioral customer more than the coupon
database on additional services
• Deal ambassadors • Viral aspects and
among customers financial results
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21. Is Groupon
different?
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22. 1 3
Current deal draws
2 customer attention
and promotes the
hottest deal of the
day.
Page layout is very coherent and
consists of 3 main sections:
1. Deal of the day definition
2. Call to action purchase module
3. Supplementary deals
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23. 1 3
1
2
Deal of the day definition
Editors and web-designers compose
unique deal
• Top line deal summary with super price
• Deal definition and benefits
• Important add-ons and conditions
• Deal details and reviews
• Link to vendor’s deal website
• Google Map Position
• Offline contact info
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24. 1 3
2
2
Call to action module
Attention converted into direct sale
with new customers within 24h
• Big „Buy now” 3D button
• Time urgent deal
• Different messages: discount – saving
• Time expire count down clock
• Deal count down counter
• Recommend to your friends feature
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25. 1 3
3
2
Supplementary deals
System presents additional deals that
fit into previous user behavior
• Short deal definition
• Picture support to draw attention
• Deal price details
• Call to action button
• Title links to deal landing page
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26. It gets poular very fast
Daily traffic level is bitting businesses with 5 and 10 years
online presence and strong brand recognition
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27. It gets poular very fast
However it is young and weak as a brand in search
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28. It gets poular very fast
But it is more popular as a domain [pure online]
brand and also visited more frequently
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29. High popularity means lot of business and also lot of trouble
Huge Long visit
interest time
So many
The
WatchMouse monitored the deals
highest
availability (uptime) and and
performance (page load speed) downtime
users
of the most popular social
shopping sites from November
22 through December 22, 2010.
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30. Online reputation management
A famous No limit
barber deal
Around Local
1600 reputation
purchases destroyed
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31. Search &
Social
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32. SEO for social channels consists of two
distinct areas: Making a social presence
(Facebook, Twitter, etc.) more visible in
search results, and how to leverage social
media channels for SEO value elsewhere.
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34. 34

35. 35

36. The clasical search gets modified accoriding to social
How your inventory
[ROBOT] Gogole PageRank
is indexed?
• Select from different Product page Checkout/Payment
• Manage selected
categories products
• Search within • See product in • Upsale with • Select delivery
particular criteria details accessories method
• Compare products • Read specs • Suggest promos • Choose payment
• Get familiar with add- option
ons and similar staff • Survey about service
Inventory Shopping Cart
What other people
[FRIENDS] Web PeopleRank
think about product?
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37. ADVERTISING
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40. 40

41. 41

42. ADVERTISING
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44. 44

45. Keynoir- the premier Groupon
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46. 46

47. Yes, and they also have mobile version too!
APP or WEB, what would you like to use today?
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48. The combination of social and
mobile provides unprecedented
opportunity to connect and
engage with consumers while
driving key business goals.
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49. The Power Triumvirate
It must be local,
nearby offer Local
Others must desire, so
you want to aspire the
crowd demand
It must be easy to get
Mobile Social
on the way, anytime.
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50. 3 reasons
Mobile & Social
Make the
Perfect Combo
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51. Build Brand Awareness & Consideration
Expose your brand through social networking
By checking-in users are directly (or indirectly)
becoming brand advocates
Leverage social connections to drive new
business from people who didn’t even know they
were looking for you
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52. Connect & Engage with Customers
Connect with your customers on a more personal
level
Respond and create a one-on-one dialogue
Better understand your customers needs and
wants
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53. Maximize the Right Now Opportunity
Reach customers where they are with the most effective
messaging
Communicate with customers who are close by…maybe
even in your location right now
Influence purchase behavior and drive sales
Build and encourage brand loyalty
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54. Social Networks
have Mobilized
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55. Leverage the mobile platform and features of
existing social networks
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56. Augmented Reality creates a unique So’Mo experience
Mobile features have
evolved Yelp’s social
networking value proposition
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57. Location Based Services offer engagement
opportunities for you and your customers
Are Location Based Services right for you and your
customers?
Ensures accurate information is available – Claim your
listings
Low cost of entry to claim/own your business
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58. LBS have evolved from game play to a fully
realized social experience
Location Promotions &
information Deals
Branding
opportunity
User reviews
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59. Best So’Mo
Practices
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60. #1: LISTEN & LEARN
It’s not about you…
Who is your target audience?
Where on the social web are your customers congregating?
What devices are they using?
What are your customers talking about?
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61. # 2: PREPARE & PLAN
Get your house in order…
Are your goals and budgets aligned?
Do you have the right resources in place?
Who will be responsible for your so’mo success?
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62. #3: BE UNIQUELY YOU
Know who you are…
What do you have to offer?
o Deals, promotions, digital content, messaging?
Are you able to take advantage of the specific features
that mobile allows
o Location features, built-in cameras/video, etc.
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63. Social & Mobile Make the Perfect Combo
Online interaction is more social;
accessing the social web is more
mobile
Understanding the evolving
relationship between these
emerging platforms presents
unprecedented opportunities
Creating a so'mo strategy is
essential for brands looking to stay
connected to and build
relationships with its audience
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64. Thank you for your attention
…and do not hesitate to ask questions
Erica Schmidt, Global Search Director, iProspect
Zbigniew Nowicki, Managing Director, Bluerank
erica.schmidt@iprospect.com
zbigniew.nowicki@bluerank.pl
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