Social Commerce Plan (3000 word)
Eirwan
Week10Chapter9InnovativeSCApplicationsrev9.pptxWeek 10: Innovative Social Commerce Models
Social Government, Virtual World,
Social Entertainment, Social Games
Chapter 9 (Turban) & Chapter 8 (Tuten)
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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.
Learning Objectives
Explain how governments use social media.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social gaming.
Opening Case: Justin Bieber— The Ultimate Story of Social Media Fame
The Problem/Opportunity
Justin Bieber, born into a poor family and wanted to become a musician
He taught himself to play piano, drums, guitar, and trumpet, and practiced for thousands of hours
He wanted to become famous
Opening Case: Justin Bieber— The Ultimate Story of Social Media Fame
The Solution
Justin decided to use social media to help promote him. Uploads “So sick” in Youtube at 13. https :// www.youtube.com/watch?v=csymVmm1xTw
Scooter Braun, a music producer, came across a video posted by Justin’s mother on YouTube by chance
His music garnered over 10 million views on YouTube
Later he release “Baby” – over 1.6 billion views.
Opening Case: Justin Bieber— The Ultimate Story of Social Media Fame
Using Social Media
Granted an interview to a girl who tweeted that she wanted to meet him. She has 90K followers and posted her interview in Justin’s fan club.
Bieber used social media to promote his first movie too – Never Say Never
Opening Case: Justin Bieber— The Ultimate Story of Social Media Fame
The Results
By early 2015, Bieber had over 77 million Facebook fans
over 5.38 billion views on YouTube
over 59.3 million Twitter followers
One of the top influencer in social network
Lessons Learned from this Case
Social entertainment can direct massive traffic to websites and where companie can sell products and services
Social entertainment can facilitate personal relationships and interactions
Social game – develop affiliation/liking, positive feelings towards the entertainment through the transference effect.
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Learning Objectives
Explain how governments use social media in their E-Government function.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social gaming.
Social Media and Commerce in E-Government
E-government - use of information technology in general, and e-commerce in particular, to provide citizens and organizations with more convenient access to government information and services
G2C, G2B, G2G, & Internal Efficiency.
E-Government 2.0/Social Government
Use of social media to improve their services to citizens, organizations, and internal operations using Web 2.0 tools mainly for collaboration, dissemination of information, e-learning, online forums, and citizen engagement.
Citizen voice their opinion and dissatisfaction e.g. Singapore Government, NZ Government
Politicians are using social networking extensively e.g. Barack Obama in LinkedIn, Facebook and MySpace ““What ideas do you have to keep America competitive in the years ahead?”
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E-Government 2.0/Social Government
The Benefits of Government 2.0
Social media provides opportunities to engage in government decision making e.g. introduction of Conditional MCO – 500K votes against. 4 states CMCO
Improve the quality and responsiveness of services
More responsive to people’s needs – greater participation to policy making
Can you think of an e.g. government working with citizens in emergency?
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Use of Facebook in rescue mission in Japan Earthquake – G2C. The shoot-up in Mosque in Christchurch.
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Learning Objectives
Explain how governments use social media.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social game
Social Commerce: Applications in Virtual Worlds
Effective for online community building, conducting business transactions, marketing, facilitating learning and training, medical, etc.
Second Life - 36 million users spend 115 hours/month, IMVU, Facebook Spaces, Onverse, OSGrid- VW list https://arianeb.com/3d-virtual-worlds /
Video on business transactions & marketing in virtual world
https:// www.youtube.com/watch?v=iXUPok72j-E (intro)
https:// www.youtube.com/watch?v=aTjeRq1Duss (how to conduct business?)
The Spaces in Virtual Worlds
Social space – meet, discuss, share & socialize
Entertainment space – play games, watch movies, attend concert
Transaction space – buy/sell virtual/real goods
Experimental/demonstration space – real world products/services are simulated – building, clothes, lectures
Collaboration space – innovation & new product development
Smart agent space – software agents exchange info to facilitate trade of the owners (buying/selling agents)
Fantasy space – take a trip to the moon, enjoy a cruise
Educational Space – teaching class, evaluating projects, doing project
https:// www.youtube.com/watch?v=UQ16MPSgOUU
Major Drivers of SC in Virtual Worlds
Navigation and discovery – around the virtual world to discover attractive products/services/experience e.g. Facebook Horizon https ://www.oculus.com/facebookhorizon /
Resemblance to the real-world environment e.g. customer service, product design, feel the real world without cost and time constraint – buy properties, travel e.g. Second life, Facebook Horizon
Shopping for virtual goods e.g. buy land, develop & sell it. Virtual house, clothes, etc.
Attractions for the younger generations – tech savvy, brought up in gaming environment
Interactive environment for education and training – business simulation, distance learning/problem solving, class meeting (Second Life), etc.
Business Applications in VW
Webstores and online sales e.g. clothes, cars, jewelry
CRM, front offices or help desks – staffed by avatars
Advertising & product demonstrations – 3D adv., product demonstration by avatar e.g. assemble furniture
Content creation and distribution e.g. deliver music, art, fashion, games, etc.
Education & training – simulation, attending lectures
Recruitment – job details, application, interview in virtual office. Technology savvy jobs.
Tourism – 3D immersive experience of the real place & activities
Virtual tradeshows – Save >95% of the cost. Watch video https:// www.youtube.com/watch?v=kAFpH5vEhCc
Learning Objectives
Explain how governments use social media.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social game.
Social entertainment as play (Tuten)
Play as power
Play as identity
Play as fantasy
Play as frivolity
Power – competition, competitive task (Validation)
Identity – self expression e.g. Role Play Game (RPG); Affinity towards the community e.g. Dota2 fans (Afinity)
Fantasy – creative imagination (curiosity)
Frivolity – having fun (personal utility)
How does that link to the motivations of SN?
MMORPG – Massively Multiplayer Online Role-Playing Games e.g. World of Warcraft, Star Wars, Dota 2
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Social Entertainment Categories
Social Games: Miniclip, Kongregate, Dota 2
Original/Branded Video sharing: YouTube, Vimeo, Metacafe, Openfilm
Social TV & Radio
Social TV
Social media recommendation e.g. Netflix
Discover & share video with friend, collaborative filtering, commenting, rating
Social Radio
Socialradio.org, Last.fm (thru Spotify), Pandora – up to 100 personalized radio station
Like social TV, allow to recommend & share radio station, provide comments
Learning Objectives
Explain how governments use social media.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social game.
What is a social game?
Social games are multiplayer, competitive, goal-oriented activities with defined rules of engagement and online connectivity among players.
80% of phone owner play games!
65% Americans play games!
34% gamers spend more than 4 hours a week playing game! A lot of time for brand engagement.
Young and old, male and female, meets all segmentation groups.
44% internet users play games
Important for companies to use social game as social entertainment in their engagement – 80% phone users
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Typical elements of social games
Leaderboards: listing of leaders in the game competition
Achievements: game levels achieved by player which can be shared with communities
Friends: contacts with people who play with whom players can communicate.
All these are using gamification concept.
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Leaderboards
Achievement badges
Friend lists
Gamification
Social games apply gamification concept e.g. GT Ride viral gaming for KIA https://vimeo.com/91426960
Gamification –“the application of typical elements of game playing techniques e.g., point scoring, competition with others, rules of play.
Can increase loyalty, building trust & brand engagement.
Gamer segments
Casual
Hardcore
Casual – 2D, short amount of time, easy to learn e.g. candy crush (61%), My Vegas Slot(84%), pet rescue saga. Values ease of use and instant gratification. More of Female
Hardcore – 3D, long amount of time (90 minutes), hard to learn e.g. Dota 2. value realism in game’s contextual clues and challenges in activities, More of Male
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How can we characterize social games?
Mode – how a game is experienced, proximity – close/virtual
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Platform e.g. Sony Playstation, Xbox, computers
Mode e.g. single/multiplayer, proximity, realtime/turn-based
Milieu – visual nature e.g. science fiction, horror, fantasy
Genre – method of play
Genres
Simulation – real world situation e.g. Farmville
Action games – player chooses an action, first party or 3rd party e.g. sport (Epic Goal – Soccer Game), Pokemon Go – catch Pokemon, gambling (Texas Hold’Em)
RPG- players play a character e.g. Dungeons and Dragon, World of Warcraft, Dota 2.
Strategy game - strategy e.g. Kingdom of Camelot, Dota 2
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Simulation
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Action
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Role-playing
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Strategy
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Options for game-based marketing
Around-game and in-game advertising
Brand integration – plot placed in the game in a substantive manner
https:// www.youtube.com/watch?v=grC2Rqpjjt4
Advergames – game itself is an advert e.g. GT Ride
Around-game ads: Display ads, static ads, game ads, dynamic ads (nothing to do with the game). Obtrusive
In-game: related to game e.g. MM Game – Not abtrusie
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Why do social games work for marketers?
Gamers are open to advertising content in games.
Brands benefit when they associate with a successful game (transference effect – positive feelings) e.g. GT Ride
Players identify with the brands from the characters used in the game, increasing brand involvement e.g. GT Ride cars, M&M game
Targeting to specific groups is possible depending of game
Open to advert because they crave real-world venues like stadiums filled with marketing messages.
Transference effect – the character of the game is the celebrity that endorses the products – liking theory. E.g. M&M
Narrative transportation theory - players lost in the game narrative so much so that they do not argue why an advert is there because the advert is part of the story
Targeting specific group – Pokemon Go and Zoo event – family with young children
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Why do social games work for marketers?
Branding integrated in a game’s story is an unobtrusive manner –
Narrative transportation theory - players lost in the game narrative so much so that they do not argue why an advert is there.
Instead, they form positive attitude towards the brand based on the positive feelings the story evokes (related to transference effect).
Marketers can measure a game’s promotional value e.g. freq of exposure, interactivity w brand, exposure to sales
Open to advert because they crave real-world venues like stadiums filled with marketing messages.
Transference effect – the character of the game is the celebrity that endorses the products – liking theory. E.g. M&M
Narrative transportation theory - players lost in the game narrative so much so that they do not argue why an advert is there because the advert is part of the story
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Learning Objectives
Explain how governments use social media.
Describe the commercial applications conducted in virtual worlds.
Review entertainment in social commerce.
Describe social gaming.
