Big hand for a pioneering brand: BrewDog Beers

MashTag Beer

We spend a fair bit of our time talking about what's NOT social commerce. Using a reviews plug-in for your ecommerce store? Not social commerce. Linking to your seasonal sale via Twitter? Not social commerce. Posting pictures of your products on Pinterest? Not social commerce (and also really hard to say). So, what makes us such experts in what's not social commerce? Spending all day every day helping brands sell things in social: your actual, proper, bona fide social commerce. That's what.

But there's more to social commerce than just the selling bit. Social commerce also means listening to your customers, giving them what they want, using your audience to help shape _what _you sell and how you sell it. And here's a great example of that kind of community involvement in action - the first ever recipient of our BUYAPOWA BIG HAND AWARD*, BrewDog Beers.

Scotland's BrewDog did something really cool last week. Over the course of five days, they asked their Twitter followers, Facebook fans and blog readers to vote for all the constituent factors that shape a brand new beer: style, booziness, bitterness, special twist and name. They received almost 5,000 votes in total and their


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The incubator effect: why Dell do social commerce better than anyone else

Dell and the incubator effect

It's a bit rough and ready. There's no flashing animation or pumping soundtrack. But this screencast presentation on Social Commerce from Sprinklr and Dell's Steven Tedjamulia is one of the most insightful things we've watched in a long, long time. In it, he focuses on the five core elements which have made Dell real innovators in this field:

1) The Oprah effect - leveraging the power of influencers (something we're equally as passionate about, be those influencers celebrities, online powerhouses or media outlets).

2) The Incubator Effect - see below.

3) The About You Effect - making sure your campaigns are personalised and interactive.

4) The Big Effect - using all the data at your disposal to serve each customer exactly the right content and experience.

5) The Optimal Mix - social networks, the wider internet, your own website: online is now a multichannel environment in and of itself.

So, let's go back to 2) "The Incubator Effect", which is covered from 03:05 onwards - because that's the bit that absolutely nails it for us. In a marketing environment where we're all faced with so many choices (and where campaigns can often take an eternity to get going), how


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