Smarter Service Talk mit Social Commerce-Experten Paul Marsden, Teil 4
Alles Gute im neuen Jahr und viel Spaß beim (vor)letzten Teil des Interviews. Social Commerce = Fan Commerce!
Steimel: Ok, so let’s talk a bit about how to develop smarter shopping initiative. Do you know the social commerce study from Altimeter Group? They talk about the “frictionless commerce”. But how do we get there?
Marsden: I think, the solution is to actually start with a smile. It actually all comes down to user experience.
You should start with a smile, a customer smile, and then work back – which is the way Apple designs – it’s all about delighting customers and the joy of use – creating smiles. Happiness is Apple’s business model. The key question for social media is how can we create smiles using social technology to delight your customers: Helping them to discover stuff, helping them to make smarter decisions is a smart first step.
The frictionless commerce thing: I think if you come from a vendor perspective, I think you trip up on that because you’re all about selling rather than about the experience.
If you start with the „happiness as your business model“ type of thing (which might seem sort of fluffy compared with the cool and rational models of Forrester) you take a different approach.
There is economic value in smiles. 17% of apple’s customers come to them via referrals, via personal recommendations. There are the smiling customers.
How you actually walk through this – I mean, it’s very easy to say: „Look how you can apply the technology to make customers smile rather trying to sell more stuff.“ That’s easy to say. What I would say is:
Start working with your fans – the people, that love you. Because fans have an incredible amount of value, they tend to spent more – the recent study of IBM found they spent nearly 25% more then regular customers – and they refer more and they bring in a huge sum of money to the business through referrals. So actually thinking of social commerce as Facebook commerce, as fan commerce, as a channel for creating expectation beating experiences for your fans, will allow you to learn.
Procter&Gamble for example are setting up all their Facebook pages to learn about this new SoLoMo-consumer. They setting up stores not to sell stuff, but to learn about the SoLoMo-consumers and how to deliver expectation-beating experiences. Burberry is setting up its fan stores on Facebook not to sell to regular consumers but to sell to fans. Because they realised, that the more smiles they create out of their fans, the more likely those fans will talk about them and bring more consumers in.
The first smiles that brands should be trying to create are smiles with fans. Because those fans not only spent more, they also would have referral value.
So I think the next step is to think of social commerce as a fan channel.
What did Procter&Gamble for its OldSpice campaign: It put up on Facebook a campaign store selling „smell like a man campaign„-merchandise. You could buy a T-shirt and all the merchandise, but you couldn’t buy OldSpice. Film studios – an increasing number of film studios – do premium pay-per-view streaming on Facebook for fans. You get special extended editions and you get interviews – special fan editions.
Thinking of social commerce as fan media – with the goal to do what social media is all about: word of mouth, to activate advocacy by creating smiles, by giving special fan-first exclusives – I think, that is the next step.
The frictionless thing – in my view – is a bit of a red herring; it’s not that difficult to go from one click from Facebook out or anywhere else out to a website. I think this frictionless thing is trying to make it faster, more efficient. I think it’s less important that experience. In the end it’s all about efficiency: Reducing clicks, reducing friction, getting to frictionless commerce.
So is it all about efficiency? I think it’s not. It’s all about experience. I think, that is where the future of social commerce lies: to enhance the experience through deep personalisation.
Nächste Woche geht es weiter mit „Companies shapping the social commerce arena“