The “Trusted Reference” Modelfor Social Commerce

2

How do I get the maximum marketingbenefit from my current customers?

3

Focus on user-generated content,community, ratings & reviews

2007 2008 2009 2010

4

i.e. Facilitating interactionsbetween strangers

5

Personal advice

Online comments by users

Articles posted by magazine/newspaper

Reviews by website editors

Articles in printed newspaper/magazine

Online info posted by manufacturers

Advice from salesperson

0% 10% 20% 30% 40%

Influence of various sorts of information on purchas-ing

“Influence me very strongly”

Source: Rubicon Consulting

6

“People I like”

“People like me”

7

Which emails do you read?

8

“The friend name”has magical power

9

So how do you get “the friend name”into the buying process?

Hey friends, I just got a vertalizer, and it’s the

best thing ever!

10

Oops…

Why are you bothering me

with that?

Not interested.

Not again!?!?

Spammer

11

Shill.

12

There is another way.

13

Instead of trying to activate the recommender…

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…activate the buyer to reach outand get the recommendation

15

Recommendations that were requested are:

Trusted&

Welcome

16

To activate the buyer:

Tell them,at the moment they are shopping,

which friends can help them

17

Context is king

18

“Trusted references” in context

19

Good places to deliver “the friend name”(ie where purchase

intent can be inferred):

Merchant sitesComparison sites

Search sitesRelated content sites

Bad ones:

EmailSocial networks

Unrelated content sites

20

Social-graph-powered applicationswill be major focus of attention

for ecommerce players

2007 2008 2009 2010

21

Advice from friendsis better than

advice from strangers

Thank you!George Eberstadt

george@turnto.com