Social commerce needs to be content driven
The key things to consider when implementing social commerce
Social commerce needs to be content driven. This involves knowing your audience and understanding their needs so that you can provide users with content that is relevant to them. When producing content, it is important to tell the same brand story on both social media and your e-commerce site. For example, if you present cosmetics in a certain way on social media, users need to experience the same thing when they land on your e-commerce site too. And by using the data and insights you collect along the way; you can then provide consumers with a more personalized experience when consuming your content.
Furthermore, from a technical standpoint, you need to give users a seamless User Experience (UX), when they jump from a social media platform to your website using, in most cases, their smartphone. This means making things easy for them. If for example your purchasing process is complex or slow, consumers will more than likely switch to another brand.
One of the most important areas to think about when implementing social commerce is Product Information Management (PIM). Your PIM solution needs to be capable of distributing your product information not only to your e-commerce site but also to your social media channels via Application Programming Interfaces (APIs).
This involves choosing the right Master Data Management (MDM) tools to ensure your company’s shared data is consistent and accurate. You also need to choose a Commerce system with a data interface that connects to the different social media platforms, enabling them to take over order information and related tasks so that users get all the information they need easily. And you also need a Marketing Automation solution that serves social media by for example leading users to specific social ads on Facebook.
Getting social commerce right involves asking whether your products or services are the right fit for a social media sales model. This means being honest with yourself about whether you can visually promote what you are selling. If you are in white goods such as fridges, then social commerce won’t be the right option for you as the most common scenario for buying a new fridge is when our old one breaks down.
Products that can be easily promoted with impactful images or videos, such as those offered by fashion, sports, or home décor brands, fit perfectly into the social commerce model. Nike for example regularly produces great fresh content such as their latest collaboration with a Paris-based designer resulting in a perfect pink trail shoe with a hint of luxury. The brand also recently published an inspiring reel (short video) of the first Muslim-American woman to win an Olympic medal. The empowering music and the narrative around dispelling stereotypes on the world’s largest stage creates a lot of impact for the brand.
Social commerce therefore makes it easier for brands to build engagement, gather feedback on their products and get close to their customers, cutting out the middleman. Take Tesla, the electric vehicle manufacturer. They are currently in the process of closing their physical showrooms all over the work because people are now buying their cars directly on the brand’s website.