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Mythes et réalités du
Social Commerce
Ecommerce Live, 28 novembre 2013
MediasSociaux.fr
Halte à l’hypocrisie !
• On ne peut pas vendre sur les réseaux
sociaux, effectivement !!
• On ne peut pas non plus vendre ...
Définition et contexte

MediasSociaux.fr
Définition
« Un sous-ensemble du commerce électronique qui implique
l’utilisation des médias sociaux pour stimuler les inte...
L’histoire du web ne commence pas avec Facebook

« Les marchés sont
des conversations »

1999

Les communauté d’acheteurs ...
Mythes et réalités
« Moins de 50 ventes
réalisées depuis
2010 via une
boutique Facebook »

« A pin generates
78 cents in s...
Ne confondez plus commerce et marketing
Satisfaction!
Fidélisation

Visibilité

Valeur perçue

@fredcavazza @ecommerce_liv...
Le social commerce au XXe siècle

Recommandations

Conversations
@fredcavazza @ecommerce_live #socialcommerce

Avis client...
Le social commerce en 2014

Communautés d’acheteurs

Offres locales viralisées

Curation

Recommandation sociale

@fredcav...
Impact sur les comportements d’achat

Source : Yuseo
Source : Latitude / About

Les réflexes d’achat ont été irrémédiableme...
Quels supports ?
MediasSociaux.fr
Pinterest

1 pin = 2 visites = 6 pages vues

Un réel impact sur le moyen terme

Pinterest s’est imposé comme une source in...
Pinterest

Promoted pins

Popular pins API

Les offres pour les annonceurs sont en train de se structurer
@fredcavazza @ec...
Services de curation

Les services de curation ne fonctionnent pas pour les offres banalisées
@fredcavazza @ecommerce_live...
Twitter

Product Cards
Lead Generation

De nouvelles offres permettent aux annonceurs d’évaluer leur ROI
@fredcavazza @eco...
Amazon & cie

Les listes de souhaits restent des leviers largement sous-exploités
@fredcavazza @ecommerce_live #socialcomm...
Enjeux pour les
marques

MediasSociaux.fr
Visibilité et viralité

Opération virale (Macy’s)
Vidéos de bricolage (Castorama)

Les médias sociaux sont une source de t...
Écoute et conversation

Choix des têtes de gondole (Nordstrom)

Test de l’appétence des produits (Macy’s)

Les médias soci...
Crédibilité et réputation

Saddleback Leather

#HelpMeClinton (Macy’s)

Le meilleur moyen de séduire un client est de comm...
Satisfaction et fidélisation

Les annonceurs ne maitrisent plus le 1er contact avec les clients
@fredcavazza @ecommerce_liv...
Proximité

Chouette Kit sur Facebook

iShoes sur Google+

Seuls les marques et distributeurs locaux peuvent jouer la proxi...
Complémentarité

L’offre de social TV ads de Twitter

Messages contextualisés sur Facebook (Optimal)

La social TV est le ...
Défis à relever
MediasSociaux.fr
Ré-intermédiation

Source : VisionCritical (juillet 2013)

Les services de curation sont les nouvelles galeries marchandes...
Cross-canal

Source : VisionCritical (juin 2013)
Les parcours-client se complexifient, mais ce n’est pas le problème des cl...
Contenus

Le contenu est la matière première des conversations et interactions sociales
@fredcavazza @ecommerce_live #soci...
Fondamentaux

Photos de qualité

Livraison gratuite

Services différenciants

Une page Facebook ne compensera pas un dispo...
Merci de votre
attention

MediasSociaux.fr
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Mythes et réalités du social commerce

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Web conférence sur les mythes et réalités du social commerce, diffusée le 28 novembre 2013 sur Ecommerce-Live.com

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Mythes et réalités du social commerce

  1. 1. Mythes et réalités du Social Commerce Ecommerce Live, 28 novembre 2013 MediasSociaux.fr
  2. 2. Halte à l’hypocrisie ! • On ne peut pas vendre sur les réseaux sociaux, effectivement !! • On ne peut pas non plus vendre sur la télévision, et pourtant… @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  3. 3. Définition et contexte MediasSociaux.fr
  4. 4. Définition « Un sous-ensemble du commerce électronique qui implique l’utilisation des médias sociaux pour stimuler les interactions sociales et les contribution des utilisateurs, ainsi que de faciliter la vente de biens et services en ligne » Commerce E-commerce @fredcavazza @ecommerce_live #socialcommerce Social commerce F-commerce MediasSociaux.fr
  5. 5. L’histoire du web ne commence pas avec Facebook « Les marchés sont des conversations » 1999 Les communauté d’acheteurs existaient déjà au siècle dernier @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  6. 6. Mythes et réalités « Moins de 50 ventes réalisées depuis 2010 via une boutique Facebook » « A pin generates 78 cents in sales, on average » Source : @mickaelfroger (Lengow) Source : Piquora L’impact des médias sociaux sur les vente est indirect, mais non-négligeable @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  7. 7. Ne confondez plus commerce et marketing Satisfaction! Fidélisation Visibilité
 Valeur perçue @fredcavazza @ecommerce_live #socialcommerce Connaissance client! Compréhension besoins Réputation! Rayonnement MediasSociaux.fr
  8. 8. Le social commerce au XXe siècle Recommandations Conversations @fredcavazza @ecommerce_live #socialcommerce Avis client CtoC MediasSociaux.fr
  9. 9. Le social commerce en 2014 Communautés d’acheteurs Offres locales viralisées Curation Recommandation sociale @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  10. 10. Impact sur les comportements d’achat Source : Yuseo Source : Latitude / About Les réflexes d’achat ont été irrémédiablement modifiés par les médias sociaux @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  11. 11. Quels supports ? MediasSociaux.fr
  12. 12. Pinterest 1 pin = 2 visites = 6 pages vues Un réel impact sur le moyen terme Pinterest s’est imposé comme une source incontournable d’inspiration @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  13. 13. Pinterest Promoted pins Popular pins API Les offres pour les annonceurs sont en train de se structurer @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  14. 14. Services de curation Les services de curation ne fonctionnent pas pour les offres banalisées @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  15. 15. Twitter Product Cards Lead Generation De nouvelles offres permettent aux annonceurs d’évaluer leur ROI @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  16. 16. Amazon & cie Les listes de souhaits restent des leviers largement sous-exploités @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  17. 17. Enjeux pour les marques MediasSociaux.fr
  18. 18. Visibilité et viralité Opération virale (Macy’s) Vidéos de bricolage (Castorama) Les médias sociaux sont une source de trafic (quasi) gratuite @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  19. 19. Écoute et conversation Choix des têtes de gondole (Nordstrom) Test de l’appétence des produits (Macy’s) Les médias sociaux peuvent être utilisés comme un laboratoire @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  20. 20. Crédibilité et réputation Saddleback Leather #HelpMeClinton (Macy’s) Le meilleur moyen de séduire un client est de commencer par l’aider @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  21. 21. Satisfaction et fidélisation Les annonceurs ne maitrisent plus le 1er contact avec les clients @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  22. 22. Proximité Chouette Kit sur Facebook iShoes sur Google+ Seuls les marques et distributeurs locaux peuvent jouer la proximité @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  23. 23. Complémentarité L’offre de social TV ads de Twitter Messages contextualisés sur Facebook (Optimal) La social TV est le prochain champ de bataille des annonceurs @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  24. 24. Défis à relever MediasSociaux.fr
  25. 25. Ré-intermédiation Source : VisionCritical (juillet 2013) Les services de curation sont les nouvelles galeries marchandes @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  26. 26. Cross-canal Source : VisionCritical (juin 2013) Les parcours-client se complexifient, mais ce n’est pas le problème des clients @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  27. 27. Contenus Le contenu est la matière première des conversations et interactions sociales @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  28. 28. Fondamentaux Photos de qualité Livraison gratuite Services différenciants Une page Facebook ne compensera pas un dispositif marchand défaillant @fredcavazza @ecommerce_live #socialcommerce MediasSociaux.fr
  29. 29. Merci de votre attention MediasSociaux.fr

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