Additional Lesson Plan: Bridge Social Media into Social Commerce
Posted: June 10, 2010 | John Fildes
Adequately titled “Social Commerce 101”, the article provides a great overview of how multi-channel integrated marketing can be applied to create customer experiences, specifically in the business to consumer operating environment.
What you may be left wondering after reading the article is what exactly bridges the gap between the “buzz” and the “buy”.
At face value, the article may appear to suggest that simply creating and implementing a social commerce framework will result in sales and bottom-line sales growth. But as many already know, a “build it and they will come” strategy is not a strategy at all. So then what specifically encourages user generated content, transitions it to delivering on customer’s wants, and truly results in social commerce – or in other words, sales that are driven as a result of the “buzz”?
It is the emotional drivers you create – your market positioning, your messaging and delivery. Those aspects are what typically resonates with customers and what typically motivates people to take action. For that reason, content strategy becomes a core investment to ensure your social media truly results in and drives social commerce.
Additionally, if you want to get the most return on your investment, it is wise to measure and optimize your positioning and messaging efforts to identify and focus on the exact trigger points that result in sales. For example, you may say the same thing, in the exact same way, in multiple delivery vehicles, across multiple social platforms. But it is the individual source – segmented as far down as the specific digital media asset that was served to the customer, in a specific environment – that generated the actual sale. That is your strongest bridge and where you focus on and optimize around.
Leverage your social commerce 101 lesson to begin creating customer experiences, add in compelling messaging in an engaging delivery vehicle, and in a short amount of time you will be on your way to social commerce success.
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