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Social Shopping
Converting Conversations to Commerce
Andrew Gerrard
22nd November 2010
@andrewgerrard
andrew@d-marketing.co.uk
I’m sure we’ll be able to successfully market your
product, Mr. Ferguson. I’ve got one of my best
liars working on it right now.”
Charlos Gary, 2005
Social Shopping - Converting Conversations to Commerce
“...social context to the shopping experience.”
(Food and drink manufacturer)
“...earning the right to offer them the
opportunity to buy something.”
(Mass merchant retailer)
“...drive true relationship-based sales.”
(Pharmaceutical manufacturer)
“It is a new way to manage the long tail of
the value chain. Product selection by the
people for the people.”
(Clothing retailer)
What is Social Commerce?
Social Commerce is…
a transformation
“Just as e-commerce transformed retail,
social media transforms e-commerce
by changing people’s expectations.”
Mitch Joel - April 21, 2010 - Social Commerce Summit
“Social” UGC
Social
Marketing
“Commerce” ROI
Social commerce is about customers having
the means to interact with one another in
order to make better buying decisions.
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
“Technology can only
ever serve as a bridge,
never as a destination.”
Lord Puttnam, IAB Engage, 2005
Old rules?
New Model
Mass Audiences
Customer Segmentation
Market Fragmentation
Commercial realities still apply
1. Product
2. Price
3. Promotion
4. Placement
5. People
Social Shopping - Converting Conversations to Commerce
“My network”
But - only 6% trust customer reviews.
Source: the e-tailing group, May 2010
“On a brighter note, sir, 3 percent of our
customers said they like our products.”
Charlos Gary, 2008
People powered R&D
Price driving
engagement
Group power
Multi-
channel
Social
connection
&
conversion
Using Geo-location to drive
footfall & in-store sales
“Does my bum look big in this?”
Instant Social Interaction
How much is a “Like” worth?
The social shopping experience
Social Commerce Framework
• Goals
• Community
• Content
– Create and deliver quality, timely, relevant
content
• Engage them
– Give your community things to do on your
behalf
• Empower them to take ownership
• Be prepared to “let go”(...just a little)
• Share success
“I’m not going to kid you, it’s a
volatile market.”
Social Shopping - Converting Conversations to Commerce
Social Shopping - Converting Conversations to Commerce
Thank you
http://www.slideshare.net/agerrard
Andrew Gerrard
22nd November 2010
@andrewgerrard
andrew@d-marketing.co.uk

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Social Shopping - Converting Conversations to Commerce