Fac­tors for Suc­cess in So­cial Commerce

Thai-American Business (T-AB) Magazine - - Digital Economy -

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.

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