To help online retailers plan their social commerce, this note tries to map the current state of Facebook business tools and provide five tips for successful social commerce.
• Execution a social shopping strategy: retailers should use the social shopping tools for implement new strategies. They can start to sell inside of Facebook with a “Storefront”. Advantages include increasing customer exposure to a full range of products and frictionless commerce with the promise of higher conversion rates.
• Put social networks data to work: to set realistic goals for a social program, organizations must identify the opportunity and where they’ll derive value. There is an incredible amount of data available on social networks, and it’s easy to taking. Facebook has two sources of data, “Insights” and “Open Graph”. “Insights” gives a detailed dashboard view of on-Facebook activity. “Open Graph” logs relationships between people, brands, products, and content across the Web. Retailers should invest in technology to make this data accessible and usable in real time. For example, they can enable customers to see what items friends have browsed or purchased within their Website and enable customers to view wish lists and upcoming birthdays with personalized suggestions for each friend. With the right strategy, organizations can use these data sources to personalize customer experiences within Facebook and on the online store Website.
• Providing social ads: advertising in social media platforms can drive traffic to e-commerce sites. Marketers can take advantage of existing millions users in social media for advertising. But this is an important issue that ads must be timely, relevant and targeted. In this case personalized ads base on consumer location, interest and information is a powerful strategy.
• Integration and synchronization: when building a social commerce program, retailers should think like a customer does. Customers expect to be able to glide between e-commerce website, mobile apps, and social network and have a consistent experience. Integrating social commerce tightly with retailer existing tools, programs, and processes will mean greater consistency for customers and greater visibility for the organization.
• Updating tools and strategies: as social commerce continues to evolve, things will change fast. Marketers should be prepared to engage new social commerce tools and fresh experiences. They should give new social commerce platforms and tools to monitor usage, test new strategies, create campaigns, and get to market quickly. Updated companies in social commerce can get ahead of the competition with an integrated approach, reap the benefits of first-mover advantage, and apply knowledge across your channels.