Talk is cheap: the state of Social Commerce 2013

Talk is cheap: the state of Social Commerce 2013

We originally wrote this article as a guest post for socialmouths - one of our favourite blogs covering social media. We'd strongly recommend joining their mailing list for insightful advice and commentary.

Last year, the blogger Francisco Rosales wrote a brilliant piece asking whether we were ready for Social Commerce. It was a strange time: on the one hand, research companies like Gartner were saying brands were about to start generating 50% of their web sales via social. On the flip-side, F-Commerce (ie, bolting old-fashioned e-stores onto your Facebook Page) had crashed and burned all over Zuckerberg-land, making social selling about as sexy as a yardsale in a cemetery.

So, it's high time to take a look at the state of Social Commerce today. And where better to start than New York, where the great, the good and the bountifully expense-accounted recently gathered for Business Insider's rather grandly-titled Social Commerce Summit. Shall we take a look at who spoke?

Well, there were retailers from the likes of the Home Shopping Network, Sears, Walgreens and True&Co (an online bra store, it turns out - which made researching this post a time-consuming chore). There were pundits, thinkers and writers. There

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Social commerce is about to hit LinkedIn

Social commerce is about to hit LinkedIn

200 million members (including over 11 million right here in the UK), plus 2.7 million company pages - no wonder LinkedIn generates over $250 million every year. But how much is your company making directly from LinkedIn? We're guessing nada.

That's going to change in 2013 - the year when LinkedIn becomes THE destination site for B2B social commerce.

Think about it: just about every soup manufacturer in the country has a company page on LinkedIn. Just about every canned goods buyer has a professional profile. And, thanks to LinkedIn's extremely granular search functionality (which puts the likes of Facebook to shame) and its flourishing network of groups, it's only a matter of time before the former companies are able to collect the latter buyers into harmonised, communal transactions - meaning they'll be able to shop collectively, securing the kinds of bulk-buy discounts usually only enjoyed by the supermarket giants.

Of course, we're not just talking about soup. We're talking about everything from financial services to corporate car fleets, from nannying to deep-sea mining. We're talking about the entire world of B2B social commerce, an absolutely massive step-change in the way we do business.

We can't go into detail,

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Off the peg social commerce for your brand's Facebook page: why wait?

Ready to wear social commerce for your brand's Facebook page

We've all been there. Someone has a brilliant idea about how to reach more people, sell more, do more... then it goes to the UX team, then the product team, then the dev team. It goes through 1000 stages of planning, wireframing, working prototypes, UAT, iterations. More and more complexity, more and more time, more and more money.

We were speaking to a very well-known drinks company recently about a fantastic social commerce campaign they had run on Facebook. It was beautifully implemented, it worked really well - people shared, people engaged, people bought - but it had cost them the best part of £100k to implement and they'd emerged with no way of repeating the campaign without spending a similar amount.

Needless to say, they were very excited when we told them we had a super-affordable, off-the-shelf solution which offers almost identical functionality, lives in your brand's Facebook page, takes less than a day to implement and is reusable again and again and again - at no extra cost.

All that is absolutely crucial for agencies who have heard that social commerce is THE #1 social media trend for 2013 and need to roll out quick-but-affordable solutions to their clients before they get left behind.

If that sounds like you, take a minute to drop us a line. That single minute could be all it takes to get a cutting-edge social commerce campaign up and running on your Facebook Page.

Robin Bresnark

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