Social Commerce
Four years ago, VWM published a blog on the 6 C’s of Social Commerce. Back then, it was a more relevant topic to write about because there were fewer aspects of e-commerce for marketers to be concerned with. The rise of Social Media has greatly impacted this. In the last four years, e-commerce, social media, and technology have evolved into something so monumental that there’s always something new to learn or latest trend to be aware of.
Wait…so what is Social commerce!?
Social Commerce is a subsection of electronic commerce that uses social and online media to support interaction and user contribution. This facilitates the buying and selling of products and services online.
In other words: Social commerce is the use of social networks within the context of e-commerce transactions.
In case you’re a recent reader, below is a refresher of the original 6 C’s of social commerce VWM highlighted in 2013:
Content: As in: “Content is King.” Consistently putting out valuable content on your site is key. It keeps you relevant and establishes your site as having frequent and more credible materials over your competitors.
Community: There’s a reason they’re called social networks! Building and keeping relationships with the people you’re trying to convert into customers is so important. Social allows customers to actively engage with your brand. Likes, comments and, retweets are all examples of ways you can get real-time feedback from your audience.
Commerce: You need to be able to fulfill customer needs via a transactional web presence whether it be B2C or B2B. Make Sure your sales funnel isn’t requiring several clicks or on-page searches before a customer gets to the actual purchasing part.
Context: Social networks make it easier than ever to gain insight into the context of where your customers are coming from. Brands can provide specific resources to customers based on location, interest, psychographics etc. Tracking things like check-ins, tweets or activity on social networks provides actionable insight.
Connection: Any connection made with a possible customer is a relationship worth having. Whether it is professional, social, or casual, social networks allow you that initial connection with other people and provide opportunities to develop and keep a relationship.
Conversation: The challenge is to tap into the conversations happening online in regards to what you’re selling. Smart marketers seek out the people who want to buy their products or services – social media features such as a “Like” button is a great way to start.
These are all still important, but it’s 2017 now. Marketers have a better understanding of just how influential social media and technology are when it comes to keeping an e-commerce strategy updated and successful.
Two New Additions for Marketers in 2017
ChatBots: The future really is now. With the creation of online chatbots, businesses can use AI and machine learning to create the feeling of a human interaction from anywhere in the world and at any given time. These bots can be expertly developed in any field and provide conversational answers to consumers presenting a much smoother interaction. This is beneficial both ways, you get a better idea of the kind of questions customers consistently have and they get a reply no matter when they ask.
Commitment: This is a big one (isn’t it always?) Having a social presence that will attract customers to buying whatever it is your selling is not a one time thing. Keeping up a strategy, establishing meaningful relationships, and consistently growing with your audience is essential to continuous success.
So, there you have it, our newly updated 8 C’s of social commerce. If you’re feeling a little lost after reading all that- don’t worry, we’ve got your back!
This is an updated post on the 6 C’s of Social Commerce.
