Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
 
ViralBlog Logo
Close this box

Sign-up to get the content you like


Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

 

By signing-up you agree upon our terms and conditions

 
26/11/2011 by
319 views

Different Social Commerce: The Blog-Up Stores

If I had to guess, social commerce is the next area to really blow up.” It may not be necessary to mention the author, but just to make sure – yes it was the founder of Facebook, Mark Zuckerberg.

commerce e1321980184950 Different Social Commerce: The Blog Up Stores

So how is social commerce really doing? Is it blowing up and keeping everyone, the businesses and the customers, really happy?

There’s a variety of definitions of what is social commerce, some call it poetically “…a marriage between social media and e-commerce…”, some go straight to the core “…the technologies that facilitate interactions between people who like to buy stuff“…

My favorite by Heidi Cohen:

Social commerce is shopping-oriented social media marketing that touches buyers before, during and after their purchase. It encompasses a broad array of options including group buying, social shopping, mobile apps, retailers adding social features, and shopping integrated into social media.

  • Changes how products are brought to market
  • Builds brand awareness cost effectively
  • Expands target audience
  • Enhances product discovery/awareness
  • Creates social media content
  • Enables peer recommendations
  • Expands relationships with others who share your tastes
  • Offers group buying opportunities
  • Develops social shopping opportunities on social media platforms
  • Links bricks and mortar stores and social connections through use of mobile

Found a recent example combining the above mentioned points in a distinguishable social commerce approach for a Swedish retailer, Lagerhaus.

To start the buzz around a new on-line store Lagerhaus came up with an interesting variation of the on-line pop-up fan-shop trend.

SocialCommerce Different Social Commerce: The Blog Up Stores

Six leading bloggers in the category were invited to create customized stores on their blogs with a special app.

And as social commerce is about peer recommendations, social shopping and linking mortar stores and social connections, the readers were also invited to come meet the bloggers at physical world stores as well.

The results have been just awesome:

  • brand’s Facebook fans have increased 226%;
  • interactions have surged 360%;
  • and 13,000 readers showed up for a fan-only on-line store launch.

And according to such splendid results, the blog-up store remained a permanent distribution channel for Lagerhaus.

Now I’d like go back to the definition by Heidi Cohen and connect some of them to Lagerhaus’ blog-up stores campaign:

Changes how products are brought to market – there have been pop-up stores, reviews and promotion on blogs, but it’s about finding unique ways to get to the market(s). These does not have to be expensive, it’s more about taking a different approach/look on the channels.

Builds brand awareness cost effectively – maybe connecting to the top bloggers was paid, maybe not, but the results speak for themselves. But curious about Lagerhaus’ sales.

Expands target audience, Enhances product discovery/awareness and Creates social media content – I’d like to combine these as it’s connected with the increase of fan base, interaction and awareness, these have also been met with people coming to the store launch.

Enables peer recommendations & Expands relationships with others who share your tastes – again, if it would not have been recommended by peers and followers sharing the same or similar ideas, the number of people coming to the launch would be much much lower.

Develops social shopping opportunities on social media platforms – No need for a comment, an example of a basically simple idea brought to life, give people the opportunity to make things their way and it will come back as a reward.

Links bricks and mortar stores and social connections through use of mobile – even though the on-line presence is a must nowadays, people still like to go for “traditional shops”. But that does not mean they have to distinguish them and shop also through mobile.

 

Have a great example of a social commerce execution? Leave a comment below, looking forward to read it.

 

Sources: socialcommercetoday.com, blogs.imediaconnection.com, heidicohen.com

 

Follow Category?

Follow Author?

Martin Michalik
13 more

Follow Tags?

blog e-commerceFollowUnfollowblog social commerceFollowUnfollowblog storeFollowUnfollowBlog-Up StoresFollowUnfollowblogger storeFollowUnfollowblogs e-commerceFollowUnfollowcustomized storeFollowUnfollowDifferent Social CommerceFollowUnfollowe-commerceFollowUnfollowecommerceFollowUnfollowheidi cohen on social commerceFollowUnfollowLagerhausFollowUnfollowLagerhaus social commerceFollowUnfollowpop-up storeFollowUnfollowsocial commerce definitionFollowUnfollowSwedish retailer LagerhausFollowUnfollowtypes of social commerceFollowUnfollow
 

Comments (1)

  • claudio miranda 27/11/2011, 22:54

    Thanks Martin for the great review of Social Commerce.

    I’m curious to hear your thoughts on Givvy–a Facebook app that helps friends discover and share great gifts: http://www.givvy.com/app.

    Givvy is a variant of the aforementioned models and incorporates many of the elements outlined in your article.

    Let us know what you think!