Ecommerce & the Social Web: Why it matters. What you can do.

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Information about Ecommerce & the Social Web: Why it matters. What you can do.
Business & Mgmt

Published on January 23, 2009

Author: suttonhoo

Source: slideshare.net

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Ecommerce & the Social Web: Why it matters. What you can do.

Presented at the Internet Retailer Web Design show in Miami on 21 January 2009

Leveraging Social Technologies for Ecommerce 21 January 2009 Dayna Bateman Senior Strategic Analyst, Fry, Inc. Commerce Without Compromise™

Commerce Without Compromise™ Web 2.0 Has Changed Expectations WEB 1.0 WEB 2.0 Customer Customer photos Ratings See who else liked this Product Reviews: I bought this for my Customers mom and she loves currently It because… shopping our site Others tagged this item as… forDad, 50sModern © 2008 Fry, Inc. Page 2

Commerce Without Compromise™ First generation web architectures were Monolithic and Centralized Characterized by: Hierarchical information architecture Deep drills, sprawling pages Closed systems Centralized administrative control One voice One story One perspective One Brand aspect © 2008 Fry, Inc. Page 3

Commerce Without Compromise™ © 2008 Fry, Inc. Page 4

Commerce Without Compromise™ The Architecture of the Social Web The architecture of the Social Web generates powerful link equity and influence because it supports content creation, collaboration and the sharing of information. © 2008 Fry, Inc. Page 5

Commerce Without Compromise™ The Architecture of the Social Web Several features of the social networking architecture hold promise for online retailers: Information Streams Permalinks Folksonomy Tags Social Bookmarks & Lists More Voices More Stories A more complex and authentic Brand expression © 2008 Fry, Inc. Page 6

Commerce Without Compromise™ © 2008 Fry, Inc. Page 7

Commerce Without Compromise™ Social Technologies Permeate the Web comScore MediaMetrix (August 2008) • Blogs: 77.7 million unique visitors in the US • Facebook: 41.0 million | MySpace 75.1 million • Total internet audience 188.9 million eMarketer (May 2008) • 94.1 million US blog readers in 2007 (50% of Internet users) • 22.6 million US bloggers in 2007 (12%) Universal McCann (March 2008) • 184 million WW have started a blog | 26.4 US • 346 million WW read blogs | 60.3 US • 77% of active Internet users read blogs Technorati: State of the Blogosphere 2008 © 2008 Fry, Inc. Page 8

Commerce Without Compromise™ © 2008 Fry, Inc. Page 9

Commerce Without Compromise™ Information Streams and Permalinks © 2008 Fry, Inc. Page 10

Commerce Without Compromise™ stream. n. In computing: a succession of data elements made available over time. permalink. n. A permanent link or URL that points to a specific blog or forum entry after it has passed from the front page to the archives. Wikipedia © 2008 Fry, Inc. Page 11

Commerce Without Compromise™ Information Streams Organized chronologically Freshness/Recency favored by Google Captures linked comments which further elevates link equity Frequently supported by RSS feeds Upside: Rapid search engine indexing and search engine rank (SER) Downside: Upkeep © 2008 Fry, Inc. Page 12

Commerce Without Compromise™ Permalink Snapshots content mid-stream Provides an anchor in hyperspace for concentrated findability and search engine indexing Upside: Facilitates sharing, improves search engine indexing Downside: Few if any © 2008 Fry, Inc. Page 13

Commerce Without Compromise™ © 2008 Fry, Inc. Page 14

Commerce Without Compromise™ © 2008 Fry, Inc. Page 15

Commerce Without Compromise™ © 2008 Fry, Inc. Page 16

Commerce Without Compromise™ © 2008 Fry, Inc. Page 17

Commerce Without Compromise™ The Blog as a Stream © 2008 Fry, Inc. Page 18

Commerce Without Compromise™ The Landscape 26% of the Top 500 Retailers are Blogging Share information about product releases Address consumer concerns Develop and promote their brand voice © 2008 Fry, Inc. Page 19

Commerce Without Compromise™ Blog Elements Clear Clear headlining headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 20

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Crosslinks Previous / Next engage and navigation clarify PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 21

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Entries vary in length, but most are brief © 2008 Fry, Inc. Page 22

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags All entries date stamped © 2008 Fry, Inc. Page 23

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized Contextual chronologically navigation between posts Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 24

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Permalink accompanies every post © 2008 Fry, Inc. Page 25

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Preferably link to bio with photo © 2008 Fry, Inc. Page 26

Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Tags create meaningful associations and provide link equity © 2008 Fry, Inc. Page 27

category landing pgs Commerce Without Compromise™ Swim The Blog Architecture Men BLOG Leverage the blog Email Campaign A Frequently architecture to refreshed content support online – daily, weekly marketing Women initiatives and Posts are Tagged elevate search for syndication Email Campaign B engine rank Posts are Shoes & aggressively Accessories Post and archive linked to landing Email campaigns page and category Email Campaign C content Bags & Gear Promote Seasonal merchandise in blog posts that feed via RSS to site category Bedding landing pages Frequent posting can elevate Google Clearance rank © 2008 Fry, Inc. Page 28

shopcomposition.com Commerce Without Compromise™ © 2008 Fry, Inc. Page 29

shopcomposition.com Commerce Without Compromise™ Blog shares home page screen real estate © 2008 Fry, Inc. Page 30

Commerce Without Compromise™ Folksonomy Tags © 2008 Fry, Inc. Page 31

Commerce Without Compromise™ folksonomy. n. The practice and method of collaboratively creating and managing tags to annotate and categorize content. Also known as collaborative tagging, social classification, social indexing, and social tagging. Wikipedia http://en.wikipedia.org/wiki/Folksonomy © 2008 Fry, Inc. Page 32

Commerce Without Compromise™ Folksonomy Tags Natural language links created by community users Upside: Facilitates findability, discovery & keyword link equity; Free labor Risk: Tag Spam © 2008 Fry, Inc. Page 33

Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Most common tags shared for Extend the product story selection Capture natural language – and emerging vernacular Are hyperlinked © 2008 Fry, Inc. Page 34

Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Extend the product story Capture natural language – and emerging vernacular Free text entry Are hyperlinked also invited © 2008 Fry, Inc. Page 35

Commerce Without Compromise™ Where do tags appear? On product detail pages On customer created outfits User-generated On blog posts tags leveraged on the home page as On product reviews navigation Within site navigation © 2008 Fry, Inc. Page 36

Commerce Without Compromise™ How are tags used? For site navigation See all photos For topical and tagged seasonal “crumpler” merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 37

Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 38

Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 39

Commerce Without Compromise™ Risks Tag spamming Unwieldy architectures © 2008 Fry, Inc. Page 40

Commerce Without Compromise™ Risks Tag spamming Merchant Unwieldy controlled tags architectures discourage spam © 2008 Fry, Inc. Page 41

Commerce Without Compromise™ Social Bookmarks & Lists © 2008 Fry, Inc. Page 42

Commerce Without Compromise™ User controls title, tags and Born out of the annotations Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural language and Google-friendly permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 43

Commerce Without Compromise™ Born out of the Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural Affinity links language and identify others Google-friendly with like interests permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 44

Commerce Without Compromise™ Amazon is pioneering lists in online retail Using a common architecture to support multiple list types Creating community and improving product discovery by empowering customers to create content © 2008 Fry, Inc. Page 45

Commerce Without Compromise™ Shared content drives traffic Sharing created content is key Share by Email Post to blog Add a button to my web page Add a widget to my web page © 2008 Fry, Inc. Page 46

Commerce Without Compromise™ Leveraging the Social Web Architecture © 2008 Fry, Inc. Page 47

Commerce Without Compromise™ Introduce Customer Reviews Fresh content introduced daily Natural language keywords Engages the community of users © 2008 Fry, Inc. Page 48

Commerce Without Compromise™ Surface Product Metadata as Tags Provide an alternate browse path Improve findability, discovery Consider permitting customer metatags © 2008 Fry, Inc. Page 49

Commerce Without Compromise™ Enrich the Customer Profile Elevate community activity to support findability Encourage individual voices; nurture influencers © 2008 Fry, Inc. Page 50

Commerce Without Compromise™ Tap your vendors for Social Web Upgrades Indexed, searchable product reviews from Endeca Sort by social attributes Freshness • Helpful votes • Individual • Reviewer Rating • Reviewer’s • Age © 2008 Fry, Inc. Page 51

Commerce Without Compromise™ Introduce public favorites and lists Let account holders flag the items they love Default lists to public so that others can browse and discover © 2008 Fry, Inc. Page 52

Commerce Without Compromise™ Deliver RSS Content Identify the information streams of most value to your customers and deliver them via RSS subscriptioin © 2008 Fry, Inc. Page 53

Commerce Without Compromise™ Blog Post content that is passionate, relevant and right now Cross-link to other blogs and sources of information Listen and respond Give them a reason to come back © 2008 Fry, Inc. Page 54

Commerce Without Compromise™ Encourage Sharing Support Self- Publishing – and product promotion • Social Notes • AddThis • Widget WYSIWYG Technologies widget creation draws on user- generated data © 2008 Fry, Inc. Page 55

Commerce Without Compromise™ Participate Find your demographic and meet them where they live Facebook • StyleHive • MySpace • ThisNext • MyYearbook • Offer passionate, relevant, right- now content Listen and respond © 2008 Fry, Inc. Page 56

Commerce Without Compromise™ When it comes to Social Networking Sites Retailers should be asking How not When Social Networking: Should You Buy or Rent? Designing your Social Networking Profile Page An overview of the leading SNS, including: • Twitter • MySpace • Facebook • Social Shopping Sites ThisNext and StyleHive Bridget Fahrland, Executive Creative Director Dayna Bateman, Sr Strategic Analyst Fry, Inc. Internet Retailer: Guide to Retail Web Site Design & Usability, p. 40 © 2008 Fry, Inc. Page 57

Commerce Without Compromise™ Commerce Without Compromise™ © 2008 Fry, Inc. Page 58

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