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Similaire à Ecommerce & the Social Web: Why it matters. What you can do. (20)
Ecommerce & the Social Web: Why it matters. What you can do.
- 1. Leveraging Social
Technologies for
Ecommerce
21 January 2009
Dayna Bateman
Senior Strategic Analyst, Fry, Inc.
Commerce Without Compromise™
- 2. Commerce Without Compromise™
Web 2.0 Has Changed Expectations
WEB 1.0 WEB 2.0
Customer Customer photos
Ratings See who
else
liked this
Product Reviews:
I bought this for my
Customers
mom and she loves
currently
It because…
shopping
our site
Others tagged
this item as… forDad,
50sModern
© 2008 Fry, Inc. Page 2
- 3. Commerce Without Compromise™
First generation web architectures were
Monolithic and Centralized
Characterized by:
Hierarchical information architecture
Deep drills, sprawling pages
Closed systems
Centralized administrative control
One voice
One story
One perspective
One Brand aspect
© 2008 Fry, Inc. Page 3
- 5. Commerce Without Compromise™
The Architecture of the Social Web
The architecture of the Social Web generates powerful link
equity and influence because it supports content creation,
collaboration and the sharing of information.
© 2008 Fry, Inc. Page 5
- 6. Commerce Without Compromise™
The Architecture of the Social Web
Several features of the social networking architecture
hold promise for online retailers:
Information Streams
Permalinks
Folksonomy Tags
Social Bookmarks & Lists
More Voices
More Stories
A more complex and authentic Brand expression
© 2008 Fry, Inc. Page 6
- 8. Commerce Without Compromise™
Social Technologies Permeate the Web
comScore MediaMetrix (August 2008)
• Blogs: 77.7 million unique visitors in the US
• Facebook: 41.0 million | MySpace 75.1 million
• Total internet audience 188.9 million
eMarketer (May 2008)
• 94.1 million US blog readers in 2007 (50% of Internet users)
• 22.6 million US bloggers in 2007 (12%)
Universal McCann (March 2008)
• 184 million WW have started a blog | 26.4 US
• 346 million WW read blogs | 60.3 US
• 77% of active Internet users read blogs
Technorati: State of the Blogosphere 2008
© 2008 Fry, Inc. Page 8
- 11. Commerce Without Compromise™
stream. n. In computing: a succession of data
elements made available over time.
permalink. n. A permanent link or URL that points
to a specific blog or forum entry after it has passed
from the front page to the archives.
Wikipedia
© 2008 Fry, Inc. Page 11
- 12. Commerce Without Compromise™
Information Streams
Organized chronologically
Freshness/Recency favored by Google
Captures linked comments which further
elevates link equity
Frequently supported by RSS feeds
Upside: Rapid search engine indexing
and search engine rank (SER)
Downside: Upkeep
© 2008 Fry, Inc. Page 12
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Permalink
Snapshots content mid-stream
Provides an anchor in hyperspace
for concentrated findability and search
engine indexing
Upside: Facilitates sharing, improves
search engine indexing
Downside: Few if any
© 2008 Fry, Inc. Page 13
- 19. Commerce Without Compromise™
The Landscape
26% of the Top
500 Retailers
are Blogging
Share information
about product
releases
Address consumer
concerns
Develop and
promote their brand
voice
© 2008 Fry, Inc. Page 19
- 20. Commerce Without Compromise™
Blog Elements
Clear
Clear headlining headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
© 2008 Fry, Inc. Page 20
- 21. Commerce Without Compromise™
Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically Crosslinks
Previous / Next engage and
navigation clarify
PERMALINK
Identify authorship
Tags
© 2008 Fry, Inc. Page 21
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
Entries vary in
length, but
most are brief
© 2008 Fry, Inc. Page 22
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
All entries date
stamped
© 2008 Fry, Inc. Page 23
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized Contextual
chronologically navigation
between posts
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
© 2008 Fry, Inc. Page 24
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
Permalink
accompanies
every post
© 2008 Fry, Inc. Page 25
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
Preferably link to
bio with photo
© 2008 Fry, Inc. Page 26
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Blog Elements
Clear headlining
Crosslinks
Brevity for
scannability
Date stamped and
organized
chronologically
Previous / Next
navigation
PERMALINK
Identify authorship
Tags
Tags create
meaningful
associations and
provide link equity
© 2008 Fry, Inc. Page 27
- 28. category landing pgs
Commerce Without Compromise™
Swim
The Blog
Architecture
Men
BLOG
Leverage the blog Email Campaign A Frequently
architecture to refreshed content
support online – daily, weekly
marketing Women
initiatives and Posts are Tagged
elevate search for syndication
Email Campaign B
engine rank
Posts are Shoes &
aggressively Accessories
Post and archive linked to landing
Email campaigns page and category
Email Campaign C content
Bags & Gear
Promote Seasonal
merchandise in
blog posts that
feed via RSS to
site category Bedding
landing pages
Frequent posting
can elevate Google Clearance
rank
© 2008 Fry, Inc. Page 28
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Blog shares
home page
screen real estate
© 2008 Fry, Inc. Page 30
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folksonomy. n. The practice and method of
collaboratively creating and managing tags
to annotate and categorize content. Also
known as collaborative tagging, social
classification, social indexing, and social
tagging.
Wikipedia
http://en.wikipedia.org/wiki/Folksonomy
© 2008 Fry, Inc. Page 32
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Folksonomy Tags
Natural language links created by
community users
Upside: Facilitates findability, discovery &
keyword link equity; Free labor
Risk: Tag Spam
© 2008 Fry, Inc. Page 33
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What are social
tags?
Created by the
people for the
people
Can be created by
merchants, too Most common
tags shared for
Extend the product
story selection
Capture natural
language – and
emerging
vernacular
Are hyperlinked
© 2008 Fry, Inc. Page 34
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What are social
tags?
Created by the
people for the
people
Can be created by
merchants, too
Extend the product
story
Capture natural
language – and
emerging
vernacular
Free text entry
Are hyperlinked
also invited
© 2008 Fry, Inc. Page 35
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Where do tags
appear?
On product detail
pages
On customer
created outfits User-generated
On blog posts tags leveraged on
the home page as
On product reviews
navigation
Within site
navigation
© 2008 Fry, Inc. Page 36
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How are tags
used?
For site navigation
See all photos
For topical and
tagged
seasonal
“crumpler”
merchandising
For widget
propagation
To support search
engine optimization
strategies
© 2008 Fry, Inc. Page 37
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How are tags
used?
For site navigation
For topical and
seasonal
merchandising
For widget
propagation
To support search
engine optimization
strategies
© 2008 Fry, Inc. Page 38
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How are tags
used?
For site navigation
For topical and
seasonal
merchandising
For widget
propagation
To support search
engine optimization
strategies
© 2008 Fry, Inc. Page 39
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User controls title,
tags and
Born out of the annotations
Del.icio.us
Bookmark Model
Captures Title,
Comments and
Folksonomy Tags
Generates natural
language and
Google-friendly
permalink
Links to others who
have bookmarked
the same item to
facilitate affinity
browsing
Is public by default
© 2008 Fry, Inc. Page 43
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Born out of the
Del.icio.us
Bookmark Model
Captures Title,
Comments and
Folksonomy Tags
Generates natural Affinity links
language and identify others
Google-friendly
with like interests
permalink
Links to others who
have bookmarked
the same item to
facilitate affinity
browsing
Is public by default
© 2008 Fry, Inc. Page 44
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Amazon is
pioneering lists
in online retail
Using a common
architecture to
support multiple list
types
Creating
community and
improving product
discovery by
empowering
customers to
create content
© 2008 Fry, Inc. Page 45
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Shared content
drives traffic
Sharing created
content is key
Share by Email
Post to blog
Add a button to
my web page
Add a widget to
my web page
© 2008 Fry, Inc. Page 46
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Surface Product
Metadata as
Tags
Provide an
alternate
browse path
Improve
findability,
discovery
Consider
permitting
customer
metatags
© 2008 Fry, Inc. Page 49
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Enrich the
Customer Profile
Elevate
community
activity to
support
findability
Encourage
individual
voices; nurture
influencers
© 2008 Fry, Inc. Page 50
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Tap your vendors
for Social Web
Upgrades
Indexed,
searchable
product
reviews from
Endeca
Sort by social
attributes
Freshness
•
Helpful votes
•
Individual
•
Reviewer
Rating
•
Reviewer’s
•
Age
© 2008 Fry, Inc. Page 51
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Introduce public
favorites and lists
Let account
holders flag the
items they love
Default lists to
public so that
others can
browse and
discover
© 2008 Fry, Inc. Page 52
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Deliver RSS
Content
Identify the
information
streams of
most value to
your customers
and deliver
them via RSS
subscriptioin
© 2008 Fry, Inc. Page 53
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Blog
Post content that
is passionate,
relevant and
right now
Cross-link to
other blogs and
sources of
information
Listen and
respond
Give them a
reason to come
back
© 2008 Fry, Inc. Page 54
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Participate
Find your
demographic
and meet them
where they live
Facebook
•
StyleHive
•
MySpace
•
ThisNext
•
MyYearbook
•
Offer
passionate,
relevant, right-
now content
Listen and
respond
© 2008 Fry, Inc. Page 56
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When it comes to Social
Networking Sites Retailers should
be asking How not When
Social Networking: Should You Buy or Rent?
Designing your Social Networking Profile Page
An overview of the leading SNS, including:
• Twitter
• MySpace
• Facebook
• Social Shopping Sites ThisNext and
StyleHive
Bridget Fahrland, Executive Creative Director
Dayna Bateman, Sr Strategic Analyst
Fry, Inc.
Internet Retailer: Guide to Retail Web Site
Design & Usability, p. 40
© 2008 Fry, Inc. Page 57