Factors for Success in Social Commerce
1. Go to consumers; don’t make them come to you.
When Willie Sutton was asked why he robbed banks, he is reputed to have replied “Because that’s where the money is.” There is no doubt that in digital, the people and their attention are on social media; that is where your commerce needs to be.
2. Recognize unique regional tastes and behaviors.
If we take these on board successfully, we will simultaneously resonate with the market and form effective barriers to entry for global players. As we have already seen, digital is about ‘ my way’, the segment of me. If we forget that, someone else will remember.
3. Think beyond transactions.
In traditional media, the marketer was the host who footed the bill. In social media, the marketer is an uninvited guest. Be clear: social commerce is all about consumers interacting with one another to make better buying decisions. It is consumers helping consumers. The marketer’s job is to recede and pass unnoticed ( but hopefully not ineffectually).
4. Don’t confuse reach with engagement.
Traditionally marketers have tended to measure reach: ratings, eyeballs, opportunities to see. In social commerce, engagement is king. It is the consumer comments and interactions that help other consumers. It is the engagement that makes the distinctive difference. Don’t obsess over numbers of fans, likes, follows. Look at how actively engaged your community becomes.
5. Mobile, mobile, mobile.
Social commerce is predominantly a mobile experience. All digital is rapidly becoming a mobile experience, but social commerce is in the forefront. It is essential that your user experience is simple, mobile friendly, intuitive. It is also highly likely to be on a changing variety of platforms. Different countries have different favorites, and these are likely to change.
6. Visual first, video first.
The entire digital experience is becoming a visual experience. Words are being taken over by images; images by video. High impact, easily shared images and video are essential.
7. Test, test, test.
As with all things digital, almost everything can be measured and tested, and almost everything will change.