The success of a social networking site a cat causes the socialization of electronic commerce

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"Editor's note" This article is reproduced from @ Shang's personal blog. Mushroom Street, beautiful say, know the United States, LC style NET and stroll, these social electric commerce website all let us see the success of social e-business.

For users, the socialization of E-commerce does not make us feel unfamiliar. Sina Weibo for example, at any time can see the company's own brand image of the establishment and promotion of the action. If you have only one perceptual perception of this pattern, you can learn more about it through this article.

Our story starts with a cat.

On the evening of November 30, 2011, Walmart published the first social application software--SHOPYCAT on its Facebook page, where users can get advice on giving gifts.

When using Shopycat, the system will filter out the 10 close to you (depending on the case, up to 10) Facebook friends, and then from the friends of the flow of information, personal files to analyze their interests and preferences, and finally to extract the favorite keywords and Wal-Mart online shopping mall to match the goods, To get accurate gift recommendations.

In addition, users can search for specific topics and see which friends are interested in these products.

The app is one of the first products developed by Wal-Mart's research department in southern San Francisco @Walmartlabs (Twitter). The research and Development department mainly develops social networks and mobile technologies for Wal-Mart. (In April 2011, Wal-Mart bought the kosmix of the social networking Analytics venture in 300 million dollars and merged with Wal-Mart, Kosmix turned into a Wal-Mart laboratory Walmart Labs to provide technical support for the implementation of the Wal-Mart RSM strategy. )

"The design of preference analysis algorithm is the core of the whole application and the most difficult place to develop." Because, according to Facebook friend data, the present advice is not all satisfactory. Let's say there's a lot of content in the buddy stream about Lady Gaga's songs, and the gift advice from the algorithm analysis is likely to be the album The songs belong to. The reality, however, is that the friends who bought the albums made these comments. Harinarayan said that the current shopycat is just the beginning, the future will continue to optimize the preference analysis algorithm, so as to obtain more accurate gift advice. "--excerpt from 36 Krypton

The commentary points out that Shopycat is the first product in the field of Wal-Mart's social E-commerce and is part of the entire RSM (retail, social, mobile) strategy of Wal-Mart.

Talk about products

From the point of view of the product Shopycat, the visual dual-color scheme is commendable, taking into account the image of the product itself is not controllable, a single color matching method is the best choice. And coincidentally, Walmart and Facebook's VI are blue, which makes the app easier to integrate. However, there are some details to be further improved, such as the logo here Deep Purple and dark blue collocation let the author entangled for a long time.

Shopycat Interactive details or do quite in place, such as the manual scrolling friend head, mouseover up, not only the font color changes, the avatar will gradually deepen the projection.

However, there are also areas that can be perfected:

If the entire caption is not displayed on the mouse hover, the tip displays all header information.

Drawer interaction effect of the information module when the full display of information, the upper right corner of the "+" should become "-".

Overall, the shopycat in use when the more fluent, clear function, there is no obvious operational obstacles. As Harinarayan said--the design of preference analysis algorithm is the core of the whole application and the most difficult place to develop--the matching degree of push information is the core competitiveness of this kind of social application.

Social electronic Commerce

Shopycat represents the change of traditional electric quotient socialization, and its deep reason is the transfer of network information entrance.

From the history of the Internet, you can see the portal as the first generation of information portals, such as Yahoo, the second generation is search sites, such as Google, and the current experience of the third generation of information portal is Facebook, micro-blog and other leading social networks.

By 2015, according to Gartner, half of the company's online sales were generated through social networking and mobility, while Booz&company, a renowned management consultancy, predicted that by 2015 people would spend 30 billion of millions of dollars on social E-commerce.

Social relationships, derivative users, user-generated traffic, the flow of support to the electricity quotient.

Not only abroad, in fact, a long time ago, the domestic electric business colleagues began to test the water traditional electric business socialization, whether it is the electric trading area (such as "Amoy Lake") or later "Mushroom Street", "Beauty said", and even Sina Weibo 2011 launched the "Enterprise Micro-Blog" is a new type of electrical business model exploration.

In addition to the product itself, social E-commerce has a very interesting bright spot--social marketing.

At present, the main marketing methods of electric dealers are as follows:

1, network Media Marketing: such as portal advertising, client-side implantation of advertising.

2, traditional media marketing: television, radio, newspapers, magazines and other advertising input.

3, SEM (search Engine Marketing) search engine marketing: such as the search site bidding rankings.

4, SEO (Search Engine optimization) search engine Optimization marketing: and SEM similar, mainly through the addition of specific keywords, such as increase the exposure rate.

5, EDM Mail Marketing: Performance for mass mailing, including background database integration marketing.

6, Integral Marketing: Based on the integration system of exchange, discounts and so on.

7, ECRM (Electronic customer relationship Management) Customer Relationship Management Marketing: Based on user model to customer-centric marketing approach.

8, Social marketing: SNS, BBS, microblogging and other social media marketing methods.

Social marketing is often called "viral marketing" because of its explosive diffusion effect, which is more common in foreign countries, while Sina Weibo is the main one.

The following figure is the Sina Weibo interactive effect evaluation model:

A group of data from the Internet, June 16, 2011 the day @ Huaqiang North Online sales of 5.86 million yuan, Sina Weibo brought nearly 50% of the conversion deal; a microblog coverage of two-level fans reached 500,000 people, was forwarded 2,600 times, commented 2,400 times.

The essence of marketing is "dealing with the +social of user relationship"--solve the problem of users, develop new users, brand expand, solve the uncertain crisis of business level in time.

However, social marketing has obvious advantages over traditional electronic business marketing methods:

1, in the existing social relations to do marketing, through the "attention", "friends" diffusion of information, the user's high degree of trust.

2, explosive, fast, high efficiency.

3, businesses and users are equal interactive relations, two-way interaction, not the past one-way push.

4, can accumulate relevant data, establish data model, carry out accurate marketing.

5. Low input cost and high return rate.

Take Sina micro-enterprise Weibo, the main work is to promote brand image (brand awareness) and promotion (promotion).

Seemingly commonplace, but hidden mystery:

1, the social brand image-personalized, user-friendly, you can launch a virtual spokesperson, "XX said", timely response to user feedback. (question-answering robot? Out!)

2, social promotion-whether it is a lottery, a voucher or a time-limited discount, the key is not in the activity itself, but in the user's Word-of-mouth publicity, so as to establish a new relationship of concern. (I heard that xxx to buy 1 free of 100 activities, as long as @ their micro-blog account can participate in, to try Ha!)

A little perspective

Looking around the market, Wal-Mart is not the only retailer to use Facebook as a social marketer. Ebay launched an app called group Gifts in early November 2011, and apps can link ebay shoppers to Facebook friends to buy gifts collectively.

Dell is also partnering with Renren to launch a "Dell Piggy bank" service. Renren users login and join the activity page to have a "Dell piggy bank". Log on to the Web site to complete the task, you can get the appropriate amount of money and stored in the Dell piggy bank. If you accumulate a certain amount, you can redeem your Dell website coupons and buy your favorite computer at a lower price.

Whether it is the open platform of Sina Weibo or Taobao merchant platform, many ERP service providers have launched a wide range of business applications, including a number of social based on the provision of data analysis, report generation and other features of excellent products.

The application of social e-commerce in addition to a few completely subversion of the original platform, most of it is based on a service feature, or to solve a user needs pain point to do point to point of application promotion.

In recent years, in addition to the above-mentioned "social E-commerce", there is also a "mobile E-commerce" in the "socialization" and "mobility" of the debate process, involving the intersection of the part, is the focus of many entrepreneurial team contention.

Mobile platform for Web product features is now a trend-if service data is considered "cloud", then the handheld device is the best "terminal", and the mobile end of the lightweight application can be used anywhere, the effective use of the user's fragmented time, the user input of operating costs relative to the desktop side is much less, This is particularly important for service-class E-commerce products.

Therefore, in a sense, mobile e-commerce can even be seen as an important subset of social E-commerce, the contention for the terminal is urgent.

Original link: Electrical business incomplete file--social electronic commerce

(Warlial for Lei Feng's network, reproduced please note from the Lei Feng Network and the author, and link back to this page)

Original: http://www.leiphone.com/0723-warlial-socialcommerce.html