Social Commerce: Foundations Social Marketing and Advertising

SOCIAL COMMERCE DEFINITIONS AND EVOLUTION Social commerce :SC a combination of e-commerce, e-marketing, the supporting technologies and social media content.

THE CONTENT OF THE SOCIAL COMMERCE FIELD Most of the activities center around e-marketing conducted with social media techniques of advertising, sales promotions social media marketing activities

THE CONTENT OF THE SOCIAL COMMERCE FIELD Social Media Marketing Social media marketing (SMM) is the application of marketing communication and other marketing tools using social media.

THE BENEFITS AND LIMITATIONS OF SOCIAL COMMERCE Customers are exposed to special deals It is easy for customers to use the technology. Purchases are better matched with specific needs, wants, Consumers can provide feedback on market communication strategy and on product (service) design.

Benefits to Other Types of Enterprises Conduct faster and less costly recruitment with larger reach to large number of candidates. Foster better external relationships; for example, with partners and channel distribution members. Provide free advice to small enterprises by other enterprises and experts Manage company and brand reputations online.

SOCIAL SHOPPING: CONCEPTS, BENEFITS, AND MODELS ranks the top concerns in deployment of social business as (1) security liability exposures, (2) doubts about ability to govern effectively, (3) poor integration (4) doubts about ROI/value, and (5) poor organizational buy-in.

The Roles in Social Commerce Connectors. These are the people with contacts that introduce people to each other. Connectors try to influence people to buy. Consultants and connected people play this role.

The Roles in Social Commerce Salesmen. Like their offl ine counterparts, salesmen’s major effort is to infl uence shoppers to buy. They are well connected so they can impress buyers. Seekers. These consumers seek advice and information about shopping and services from experts, friends, and mavens.

The Roles in Social Commerce Mavens. Mavens are recognized, but are unoffi cial experts in certain domains that can provide positive or negative recommendations to advice seekers.

The Roles in Social Commerce Self-sufficient. These people work on their own and do not like to be influenced. Unclassified. Most people do not belong to any one of the above categories.

The Major Types and Models of Social Shopping Deal purchases (fl ash sales), such as daily special offers Shopping together in real-time Online shopping communities Marketplaces Innovative models Shopping for virtual products and services

Other Innovative Models Find what your friends are buying. Filtering consumers reviews Real Gifts. Virtual gifts. Social auctions. Getting help from friends. Helping bloggers sell products. Event shopping

Social Shopping Aids: From Recommendations to Reviews, Ratings, and Marketplaces Ratings and Reviews Ratings and reviews by friends, even by people that you do not know are usually available for social shoppers.

Social Shopping Aids: From Recommendations to Reviews, Ratings, and Marketplaces Customer testimonials. Customer experiences are typically published on vendors’ sites, and third party sites such as tripadvisor.com . Some sites encourage discussion Expert ratings and reviews. Ratings or reviews can also be generated by domain experts and appear in different online publications.

Social Shopping Aids: From Recommendations to Reviews, Ratings, and Marketplaces Sponsored reviews. These are written by paid bloggers or domain experts. Advertisers and bloggers fi nd each other by searching through websites such as sponsoredreviews.com ), which connects bloggers with marketers and advertisers. Conversational marketing. People communicate via e-mail, blog, live chat, discussion groups, and tweets. Monitoring conversations may yield rich data for market research and customer service

Social Shopping Aids: From Recommendations to Reviews, Ratings, and Marketplaces Bloggers reviews. This is a questionable method since some bloggers are paid and may use a biased approach. However, many bloggers have the reputation to be unbiased.

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