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This is my deck from my presentation at the Mashable Connect (#mashcon) conference in Orlando. I cover how Facebook's successful efforts to reorganize the web around people is effecting retail and online commerce. I start with why people share and move quickly to three ideas to implement in this post-Google marketing world.
Citation preview
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!SOCIAL COMMERCE:HYPE VS. REALITY!
PRESENTED ENTHUSIASTICALLY BY !MICHAEL LAZEROW!CEO, BUDDY MEDIA!
THREE BREAKTHROUGH IDEAS !THAT WORK TODAY!
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WHAT IS SOCIAL COMMERCE?!
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“UTILITARIAN HUNT FOR STAPLES”!
ECOMMERCE 1.0!
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CONVENIENCE!PRICE!SELECTION!
ECOMMERCE 1.0!
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CONVENIENCE!
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CONVENIENCE!
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PRICE!
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SELECTION!
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“FRICTIONLESS SHOPPING”!
SOCIAL COMMERCE!
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SOCIAL & INTEREST GRAPH DRIVES BUYING DECISIONS!
SOCIAL COMMERCE!
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TALIʼS HUSBAND NEEDS COOL PANTS.!
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THE WORLD IS BUILT AROUND PEOPLE.!
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THANKS TO FACEBOOK, THE WEB IS ORGANIZING AROUND PEOPLE.!
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IF YOU ONLY HAVE A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL.!
- ABRAHAM MASLOW, PSYCHOLOGIST!
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BLACK-HAT SEO EXPERTS!
SOURCE: SEARCHENGINEWATCH.COM!
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CONTENT FARMS!“The popularity of Googleʼs search engine is still second to none, but Google has been plagued by … content farms for a while now.”!
- Mashable, Feb. 2011 !
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LAST-CLICK ATTRIBUTION!Last click attribution ignores 97% of spend driving conversions.!
- July ʻ10 Dataxu Study!
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HUMAN BEHAVIOR. NOT CODE.!
SOCIAL!
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HUMAN BEHAVIOR. NOT CODE.!NOT EASILY SPAMMED.!!
SOCIAL!
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HUMAN BEHAVIOR. NOT CODE.!NOT EASILY SPAMMED.!NOT EASILY CONTROLLED.!!
SOCIAL!
MASLOWʼS HIERARCHY OF NEEDS!
Self-actualization!
Esteem!
Love & Belonging!
Security!Physiological!
MASLOWʼS HIERARCHY OF NEEDS!
Self-actualization!
Esteem!
Love & Belonging!
Security!Physiological!
MASLOWʼS HIERARCHY OF NEEDS!
Self-actualization!
Esteem!
Love & Belonging!
Security!Physiological!
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PEOPLE WANT TO FEEL LOVED AND A SENSE OF BELONGING.!
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PEOPLE WANT TO FEEL RESPECTED AND ACCEPTED.!
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PEOPLE WANT TO REALIZE THEIR POTENTIAL.!
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SHARING FEEDS EACH OF THESE NEEDS.!
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!IDEA #1!
SOCIAL COMMERCE IS MORE ABOUT COMMERCE THAN SOCIAL.!
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HYPER ALERT!“WE NEED TO SET UP A STORE ON FACEBOOK.”!
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DESPITE MANY ATTEMPTS, ECOMMERCE SUCCESS ON FACEBOOK IS LIMITED.!
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WHY?!
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CONSUMERS ARE NOT ON FACEBOOK TODAY TO SHOP.!
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BRING FACEBOOK TO YOUR COMMERCE RATHER THAN COMMERCE TO FACEBOOK.!
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!IDEA #2!
YOUR SMALLER, VOCAL CUSTOMERS MAY BE YOUR MOST PROFITABLE CUSTOMERS.!
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!RAISE YOUR HAND IF …!
YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE.!
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!KEEP IT RAISED IF …!
YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN THROUGH SHARING.!
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!KEEP IT RAISED IF …!
YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY PRODUCT THROUGH SHARING.!
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!KEEP IT RAISED IF …!
YOU KNOW HOW MUCH REVENUE IS BRING DRIVEN BY CUSTOMER THROUGH SHARING.!
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NOW LETʼS GO T-SHIRT SHOPPING.!
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by Ian Shafer!
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!IDEA #3!
SILOES ARE KILLING SOCIAL COMMERCE.!
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LIMITED CREATIVE TESTING!
NO LANDING TAB OPTIMIZATION OR MARKET SEGMENTATION!
NO VIRAL TUNING!
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EARNED!
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OWNED!
PAID! PAID MEDIA (ADS), OWNED MEDIA (FB PAGES, WEB SITES) & EARNED MEDIA (VIRAL SHARING) MUST WORK TOGETHER TO SUCCEED ON FACEBOOK. !
ELIMINATE THE SILOES!
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ELIMINATE THE SILOES!
CREATIVE OPTIMIZATION!
LANDING TAB OPTIMIZATION!
VIRAL TUNING!
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!WHAT CAN YOU DO?!
INTRODUCING SPINBACK.!
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YESTERDAY BUDDY MEDIA ANNOUNCED THE ACQUISITION OF SPINBACK.!
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FIRST SOLUTION THAT MEASURES ROI FOR SOCIAL ON FACEBOOK, AND OFF.!
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EASYTRACK ANALYTICS!
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EASYTRACK ANALYTICS!
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EASYTRACK ANALYTICS!
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EASYTRACK ANALYTICS!
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!THIS IS WHERE WE ARE GOING TO RELEASE SOME NEW DATA ABOUT SOCIAL SHARING. YOU NEED TO BE AT MASHCON TO SEE THESE!!!!!!
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! THANK YOU!!
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