Transcript Social Media

Social Commerce
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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 Facebook
 LinkedIn
 Twitter
 YouTube
 Flicker
 Foursquare
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 WEB 2.0 AND ITS CHARACTERISTICS
 Representative Characteristics of Web 2.0
 user-generated content (UGC)
Various kinds of media content that are produced by end users and
are publicly available
 New Business Models
 WELCOME TO THE WEB 2.0 REVOLUTION
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 Social Media
The online platforms and tools that people use to share
opinions, experiences, insights, perceptions, and various media,
including photos, videos, and music, with each other
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 Mediated communication
 Increased symmetry in interaction
 Convergence of technologies and media forms
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 One in every nine people
on Earth is on Facebook
 Each Facebook user
spends on average 15
hours and 33 minutes a
month on the site
 More than 2.5 million
websites have integrated
with Facebook
 300,000 users helped
translate Facebook into 70
languages
 People on Facebook install
20 million “Apps” every
day
 2.7 billion “likes” per day
 Google+ was the fastest
social network to reach 10
million users at 16 days
(Twitter took 780 days and
Facebook
days)
YouTube:
Social 852
Media
Revolution
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 Social Marketing
A combination of social policy and marketing
practices to achieve a set of social behavioral goals
within a target audience
 Social Media Marketing (SMM)
A term that describes use of social media platforms such
as networks, online communities, blogs, wikis, or any
other online collaborative media for marketing, market
research, sales, CRM, and customer service; it may
incorporate ideas and concepts from social capital, Web
2.0, social media, and social marketing
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 social commerce (SC)
The delivery of e-commerce activities and transactions through
social networks and/or via Web 2.0 software
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 Social shopping
A method of e-commerce where shoppers’ friends become
involved in the shopping experience; social shopping attempts
to use technology to mimic the social interactions found in
physical malls and stores
 Concepts and Content of Social Shopping
 Why Shoppers Go Social
 communal shopping
A method of shopping where the shoppers enlist others to participate in
the purchase decision
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 THE MAJOR MODELS OF SOCIAL SHOPPING
 Social recommendations, ratings and reviews,
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comparisons, and conversations
Group buying and shopping together
Deal purchases (flash sales), such as daily deals
Shopping communities and clubs
Peer-to-peer models (e.g., money lending)
Location-based shopping
F-commerce; shopping at Facebook
Shopping with Twitter
Other innovative models
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 THE POTENTIAL BENEFITS OF SOCIAL COMMERCE
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 Benefits to Retailers
 Consumers can provide feedback
 Word-of-mouth marketing (i.e., viral marketing) is free advertising
 Increased website traffic brings more revenue dollars with it
 Increased sales can come from harnessing techniques based on personal
preferences such as collaborative filtering and targeted advertisement
 Over 40 percent of businesses globally found new customers via social
networks
 Over 27 percent of companies invest in social networking in order to acquire
and retain customers
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阿里的转型
 e-commerce时代的阿里电商是一个销售平台，是货架式的，让品牌提供商在这里meet（遇到）
消费者，social-commerce则是让品牌提供商、消费者、渠道、供货商、以及各种服务形成更
多互动。
 天猫通过三个环节为品牌商提供支撑，第一个环节是捕捉消费者；第二个环节是消费者连接；
第三个环节是销售。
 1、捕捉消费者解决的是“找到消费者”的问题。天猫提供一站式营销服务，除了阿里系的广告资
源外，比如天猫、淘宝等，天猫还整合了地铁、公交、电视、平台媒体的广告资源，帮助品牌
商投放并进行监测，同时，天猫还与品牌会员流量进行整合，通过各种入口发现消费者。
 2、消费者连接解决的是品牌商与消费者之间互动的问题，其中包括六个方面，一是品牌互动
营销活动，通过晒图、爱分享、赞、评论、试用、第三方开发应用等状况发现潜在消费者；二
是提供CRM服务，对潜在消费者的关系进行管理，实现精准营销；三是导购服务，在与消费者
互动的过程中，发现消费需求，转化为购买需求；四是强化品牌认知，天猫将品牌商相关故事、
文化、历史与消费者进行分享，对消费者形成情感锁定；五是提供一个网络连接，让品牌商与
各种线上、线下渠道进行资源共享；最后一项则是商业智能分析。
 3、销售平台就是通过上述营销以及与消费者之间的互动，使得消费者对品牌商的产品感兴趣，
这种兴趣不是一时的，而是“全生命周期”的，不断对品牌商的产品产生购买行为。
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New or Improved Business Models
 Social Advertising
 Market Research and Strategy in Social Networks
 Social Customer Service and CRM
 Enterprise Applications
 Crowdsourcing
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 SOCIAL ADS AND SOCIAL APPS
 viral marketing
Word-of-mouth (WOM) method by which customers promote a
product (service) by telling others (frequently their friends)
about it
 viral blogging
Viral (word-of-mouth) marketing done by bloggers
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 LOCATION-BASED ADVERTISEMENT AND SOCIAL
NETWORKS
 geosocial networking
A type of social networking in which geographic services and
capabilities such as geocoding and geotagging are used to enable
additional social dynamics
 geolocation
The identification of the real-world geographic location of an Internetconnected computer, mobile device, website visitor, or other
Foursquare
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 USING YOUTUBE AND OTHER SOCIAL PRESENTATION
SITES FOR ADVERTISING
 viral video
Any video that is passed electronically, from
to person, regardless of its content
person
 USING TWITTER AS AN ADVERTISING AND MARKETING
TOOL
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 USING SOCIAL NETWORKING FOR MARKET RESEARCH
 FEEDBACK FROM CUSTOMERS: CONVERSATIONAL
MARKETING
 Illustrative Examples
 SOCIAL ANALYTICS AND SOCIAL INTELLIGENCE IN
SOCIAL COMMERCE
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 CONDUCTING MARKET RESEARCH USING THE MAJOR
SOCIAL NETWORKS
 Using Facebook for Market Research
 Using Twitter for Market Research
 Using LinkedIn for Market Research
 PUTTING IT ALL TOGETHER
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 HOW SOCIAL NETWORKING IMPROVES
CUSTOMER SERVICE
 Methods and Guidelines for Service
 HOW TO SERVE THE SOCIAL CUSTOMERS
 social customers
Members of social networks who do social shopping and
understand their rights and how to use the wisdom and
power of crowdsourcing and communities to their benefit
 customer relationship management (CRM)
A customer service approach that focuses on building
long-term and sustainable customer relationships that add
value both to the customers and the merchants
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 social CRM (SCRM)
A customer engagement strategy in support of companies’
defined goals and objectives toward optimizing the customer
experience: success requires a focus on people, processes, and
technology associated with customer touchpoints and
interactions
 Social CRM in the Enterprise and B2B Environments
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 business social network
A social network whose primary objective is to facilitate business
connections and activities
 THE BENEFITS OF ENTERPRISE BUSINESS SOCIAL
NETWORKING
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 crowdsourcing
The act of outsourcing tasks, traditionally performed by an
employee or contractor, to an undefined, large group of people
or community (a “crowd”), through an open call
 Crowdsourcing Models
 Benefits of Crowdsourcing
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 THE PROCESS OF CROWDSOURCING
1.
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Identify the issue (problem) you want to investigate or solve
Identify the target crowd
Broadcast to the unknown crowd
Engage the crowd in an innovative and creative process
User-generated content is submitted
Evaluate the submitted material
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 THE FEATURES AND SPACES OF VIRTUAL WORLDS
 The Features That Businesses Can Leverage
 THE LANDSCAPE OF VIRTUAL WORLD
COMMERCIAL APPLICATIONS
 The Seven Dimensions of Virtual Worlds
1.
2.
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Social space
Entertainment space
Transaction space
Experimental/demonstration space
Collaboration space
Smart agents space
Fantasy space
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 Business do not have choice on whether or not they do the
social media
 Choice is how well they do it.
 No need to subscribe to Newspaper
 News find us
 When consumers are pushed more relevant and timely free content
from social media
 For example: Recommender or Review Systems
 TripAdvisor
 Eatability
 Epinion
 Yelp
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 Consumer information seeking behaviour has
changed
 Information from friends in social network more trusted
than advertisements
 SNSs can be used spread valuable information on new
products or mis-information
 Content sharing and reuse becomes integral to
user conversations
 Users desire to communicate through found media and
UGC
 Control over distribution and framing of digital content is
compromised
 Growing and responding to one’s community
become critical
 Internet startups focus increasingly on building successful
user communities.
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Engagement %
Fortune 100 Company Engagement in Social Network
120%
Blogs
Facebook
Twitter
100%
80%
60%
40%
20%
0%
Industry
Source: Deloitte 2010
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Bacon Salt:
Was an idea that was born out of the minds of two Seatle buddies
over a few beers jokingly posed the question
“Wouldn’t it be great if there was a powder that made everything taste
like bacon?”
 started receiving orders when they did not have the product yet.
 600,000 bottle in 18 months
 Free endorsements
Other companies who followed what people were saying:
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