Social Commerce Plan (3000 word)
Chapter 1
Introduction to Social Commerce
(Taken from Turban & Tuten books)
Learning Objectives
Describe the Social Web revolution.
Describe the essentials of Web 2.0 and social media.
Define social commerce and describe its evolution.
Describe the content of the social commerce field.
Opening Case: Starbucks Goes Social
The Problem
Starting in 2007, the company’s operating income declined sharply
This decline was caused by not only the economic slowdown, but also by the increased competition
Opening Case: Starbucks Goes Social
The Solution: Going Social
Exploiting Collective Intelligence: My Starbucks Idea
Starbucks’ Activities on Facebook, LinkedIn, Google+, Twitter, YouTube, Flickr, Pinterest, and Instagram
Social Media Marketing
Enterprise 2.0:Starbucks Digital Network
Opening Case: Starbucks Goes Social
The Results
Starbucks turned sales around by effectively integrating the digital and the physical worlds
Earnings doubled from 2010 to 2013
Sales are lifting due to digital and social media promotions
Lessons Learned from this Case
How a large company uses both an enterprise and a public social network
The company uses social media platforms and Web 2.0 tools
A central activity is to involve employees & customers in improving the company’s operations by soliciting and discussing ideas
The major objective is to increase the flow of visitors to the physical stores as well as to the online sites
Using special promotions and rewards, Starbucks has attracted a record number of visitors, considerably improving its revenue and profits
Social Customers
Copyright © 2012 Pearson Education
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Social media segmentation models
Social technographics
The social consumption/creation matrix
A typology of social utility
Pew’s internet technology types
Microblog user types
Why marketers needs to conduct SC ?
Watch 3 short videos:
Welcome to the Social Web Revolution 2018 video at
https:// www.youtube.com/watch?v=2IcpwISszbQ
Social Media trend 2018 https :// www.youtube.com/watch?v=ddYmOMNZ3P0
Brief Social Media Statistics 2018 video at https://www.youtube.com/watch?v=H8DMax1jsro
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Summary of video
More than half the world is on Social Media since 2016
64% consumers are influenced by videos in Social Media
78% consumers trust UGC; 14% trust advertisement
Average 20 minutes of Youtube videos a day
Businesses find >50% customers through SN
In 2016, 1/2 of the world is on Social Media
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Fundamentals of Web 2.0 and Social Media
Web 2.0
Advanced Internet technology and applications for communications, including blogs/v-blog, user- generated content, marshup, wikis, RSS, & social bookmarking/tagging/check-in.
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Social Media
The online media that uses Web 2.0 tools for people use to share opinions, experiences, insights, perceptions, and various media, including photos, videos, and music, with each other in Social Network Sites.
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Social Commerce: Definitions and Evolution
social commerce (SC)
The delivery of e-commerce activities and transactions using Social Media through social networks sites.
Figure 1.3 The Major Dimensions of Social Commerce
The Content Social Commerce Field
Social Media Marketing Zones
The SMM functions
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What we are covering this semester?
Chp2 Tuten
Chp 1Tuten
Chp 1Tuten
Chp 7 Tuten
Chp 6 Tuten
Chp 9 Tuten
Chp 8 Tuten
Chp 5 Tuten
1-18
Unit objectives
1. identify the various tools of social media and describe how those tools are used to engage customers
2. identify, analyse and critically assess the suitability of various social commerce models and strategies for various e-businesses
3. explain the various principles and theories of social commerce
4. describe, explain and propose the appropriate marketing communication that could be conducted in various social commerce models
5. describe how social commerce aids customer relationship management
6. explain and understand the implementation issues in social commerce.
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