The "Trusted Reference" Model for Social Commerce
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The document discusses a "Trusted Reference Model" for social commerce that focuses on facilitating interactions between customers to generate user-generated content, ratings, and reviews. It proposes activating buyers to reach out and request recommendations from friends at moments when they are shopping online, such as on merchant sites, comparison sites, or search sites, rather than spamming friends through emails or social networks. Providing "Trusted references" or recommendations from friends in these online shopping contexts can help influence purchase decisions more than recommendations from strangers.
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The "Trusted Reference" Model for Social Commerce
- 1. The “Trusted Reference” Modelfor Social Commerce
- 2. 2 How do I get the maximum marketing benefit from my current customers?
- 3. 3 Focus on user-generated content, community, ratings & reviews
- 4. 4 i.e. Facilitating interactions between strangers
- 5. 5 “Influence me very strongly” Source: Rubicon Consulting
- 6. 6 “People I like” “People like me”
- 7. 7 Which emails do you read?
- 8. 8 “The friend name” has magical power
- 9. 9 So how do you get “the friend name” into the buying process?
- 10. Hey friends, I just got a vertalizer, and it’s the best thing ever! 10
- 11. Spammer Oops… Not again!?!? Why are you bothering me with that? Not interested. 11 Shill.
- 12. 12 There is another way.
- 13. 13 Instead of trying to activate the recommender…
- 14. 14 …activate the buyer to reach out and get the recommendation
- 15. 15 Recommendations that were requested are: Trusted & Welcome
- 16. 16 To activate the buyer: Tell them, at the moment they are shopping, which friends can help them
- 17. 17 Context is king
- 18. 18 “Trusted references” in context
- 19. 19 Good places to deliver “the friend name” (ie where purchase intent can be inferred): Merchant sites Comparison sites Search sites Related content sites Bad ones: Email Social networks Unrelated content sites
- 20. 20 Social-graph-powered applications will be major focus of attention for ecommerce players
- 21. 21 Advice from friends is better than advice from strangers Thank you! George Eberstadt george@turnto.com