In an age when social is permeating every element of our lives, the expectations of shoppers have fundamentally changed. According to Deloitte, 47% of Millennials are influenced in their purchases by social media.

如今这个时代,社交已经渗透到我们生活的方方面面,购物者的预期也已经从根本上改变了。德勤的报告显示,47%的千禧世代人群在购物时会受到社交媒体的影响。

While brand owners and social platforms no doubt recognise that the line between consumers and shoppers is well and truly blurred, the real opportunities for social commerce ( the ability to drive towards a purchase directly within the social environment ) have yet to be truly realised in Western markets.

尽管商家和社交媒体都毫无疑问认识到消费者和购物者的界限已经变得模糊,但社交商务(在社交环境中将用户直接导向购买的能力)在西方市场仍未真正实现。

Many brands continue to believe that adding a 'Buy now' button to posts will be sufficient to generate a groundswell of sales, but Twitter's withdrawal of the service at the beginning of this year is just one indication that this isn't the case.

许多品牌依然相信,在推文上加一个“现在购买”的按钮就会产生可观的销售额,但是推特在今年年初取消这项服务的动作说明事实并非如此。

So what are the new expectations of these socially empowered shoppers, and how can you harness social effectively to contribute to your bottom line? From our experience of working with brands, we have established three key steps to understand the potential of social commerce for our clients and move them to become active in this space: Plan, Verify, Experiment. While the steps are universally relevant, the outcome will be unique to your brand and influenced by your audience behaviours and category.

那么,这些以社交为强大导向的购物者的新预期是什么?你又该怎样有效地使用社交媒体来盈利?从我们与品牌合作的经验中,我们得出了三个关键步骤,来帮助客户认识到社交商务的潜力,从而使他们的品牌在这一领域变得活跃:计划,查证,试验。这些步骤的适用性很广泛,过程中也会受到消费者行为和类别的影响,所以产出结果对于每个品牌来说都是独一无二的。

 

Plan计划

Nudge prospective customers through the purchase cycle

利用购买周期引导潜在客户

 

If you're considering social commerce, it's unlikely that this is your first foray into the social world. So don't assume you're starting from scratch – you've probably been taking steps towards it already. One common misunderstanding is that social commerce is only relevant at the end of the purchase cycle, when shoppers press 'Buy'. But actually, social commerce begins way before then – when triggering interest in your brand or fuelling consideration:

如果你在考虑社交商务的可行性,这很有可能不是你第一次踏足社交媒体的世界了。所以不要觉得自己是从零开始——你可能已经采取过措施了。这里有一个常见的误解,就是“社交商务只在产生购物时——即购物者按下“购买”键的时候发挥作用,但事实上社交商务早在激发购物者对品牌的兴趣和关注度时就开始了。

The Social Commerce Purchase Cycle

社交商务购买周期

 

Whatever your starting point, your goal should be to nudge your prospective customers to their next step along the cycle – be that driving consideration, or conversion. Start with a thorough understanding of how your previous activity has performed against its objectives and where your content and objectives to date establish your current presence along the purchase cycle.

无论你的出发点是什么,你的目标应该是把潜在客户引向购买周期的下一步——即提高关注度和转换率。首先,你需要彻底了解你之前的活动是如何实现目标的,以及你迄今为止的内容和目标使你处于购买周期的哪个位置。

If your existing content is already heavily product focused, and your audience are receptive, then taking the next step towards enabling purchase will feel natural to them. If you have never broached sales on your social channel, you may need to be sensitive as to how you introduce it. By identifying your current focus throughout the cycle, you are then able to ensure the appropriate balance of content in the context of your goals for social commerce.

如果你现在的内容已经集中在产品上,并且你的顾客乐于接受新事物,那么让他们决定购买会是一个自然而然的过程。如果你在社交平台上从来没有提过与销售有关的话题,你可能需要更谨慎地考虑怎么开这个头。只有明确你目前在周期中的侧重,你才能在以社交商务为目标的背景下确保内容的平衡性。

If your goals are centred around driving brand consideration, the role of social will be around the Trigger and Consider stages of the purchase cycle. And it's a credible traffic driver – 85% of all ecommerce orders referred from social media come from Facebook, which also has the highest conversion rate at 1.85%. Industries seeking to foster desirability and provide inspiration, such as fashion, feature prominently here.

如果你的目标集中在提高品牌关注度上,社交媒体会在购买周期的“激发兴趣”和“提高关注”两个阶段扮演重要角色。这是一个可靠的流量来源——社交媒体产生的电子商务订单中有85%来自Facebook,它的转化率也是最高的,达到了1.85%。时尚业这一类需要激发欲望和提供灵感的行业在此处表现尤为突出。

A pitfall for many brands is that they see social is achieving strong brand consideration, so immediately leap to sales as the next step, abruptly catapulting prospective purchasers into a brand-owned commerce environment. Typically, it's the central stages of Search and Choose – where customer service and the 'human touch' play the strongest role – that are often forgotten on social.

许多品牌容易犯一个错误,他们认为社交是实现品牌高关注度的工具,所以下一步马上跳到销售,把潜在购买者猛地扔到一个品牌主导的商业环境中。在消费者服务和人与人的接触中扮演最重要角色的“搜索”和“选择”两个阶段在社交中经常被遗忘。

Experience remains another quiet phase of the cycle for social commerce, with relatively little attention given to harnessing and maximising positive reinforcement of product consumption. Starbucks is a leader here, reflecting existing audience behaviours by posting and actively sharing consumer-generated images of coffee consumption moments, not only maximising visibility of positive experiences but rewarding loyalty through sharing and tipping audiences back into the Consideration moments of the cycle.

“体验”是社交商务周期中另一个被忽视的阶段,商家较少会把注意力放在利用和扩大产品消费的积极推动作用上,星巴克就是一个很好的示范,它通过积极上传和分享消费者享用咖啡瞬间的照片来反映现有消费者的行为,不仅最大限度地提高了正面体验的认知度,而且通过分享和把消费者重新推动到周期的“提高关注”阶段来奖励消费者忠诚度。

 

Verify查证

Different platforms have different capabilities in different markets

不同的社交平台针对不同的市场有不同的作用

Just because you have the desire doesn't necessarily mean you'll be able to make your social commerce dreams a reality. Press releases and case studies from brands and platforms continue to claim to be pioneering the future of social commerce, which can paint a deceptive picture of the true landscape. On many Western platforms, the standard commerce offering consists of targeted ad solutions that direct audiences off-platform into a brand's ecommerce environment. However, platforms are ever-evolving, and most are in the process of testing a number of new – often limited – trials.

愿望并不一定意味着你的社交商务梦想就能成为现实。来自品牌和社交平台的新闻稿与案例研究不断声称自己开拓了社交商务的未来,但那可能只是真实景色之上描绘的欺骗性画面。在许多西方平台上,标准的商业广告包括有针对性的广告解决方案,将受众从平台引导到一个品牌的电子商务环境中。然而,平台在不断发展,它们中的大多数都在测试一些新的但通常是较为受限的试验。

 

 

Here are a few of the most tempting examples on the market

以下是市场上几个最具诱惑力的例子:

< Instagram >

It's been around six months in trial in the US, but Instagram's 'Tap to view' icon presents tags and pricing details on up to five products in a post. Once a tag is selected, a new detailed view of the product will open, surfacing product information to the consumer earlier in the journey without having to leave the platform to search.

 

Instagram的“点击查看”图标可以在一条推送中展示最多五个产品的标签和价格的具体信息,这一功能已经在美国试验六个月了。一旦用户选中了一个标签,就会打开产品的新详细视图,这能让消费者在不需要离开平台搜索的情况下获得产品信息。

 

< Viber >

Messaging app Viber launched a (limited) social commerce button in the US earlier this year, triggered by the context of people's conversation. For example, friends are chatting about needing new headphones when a shopping basket icon appears at the bottom of the screen allowing them to search for relevant items, and discuss them with their friends in the context of their existing conversation.

 

通讯应用Viber今年早些时候在美国有限地推出了一个能通过人们对话上下文触发的社交商务按钮。例如,当朋友们聊到他们需要新耳机时,一个购物篮图标会在屏幕底部出现,这样他们就可以搜索相关的物品,并在他们现有的对话中与他们的朋友讨论。

 

< Facebook >

The 'Discover' tab for Facebook Messenger shows Facebook expanding its chatbot and third-party app integrations to cover earlier stages in the consumer buying cycle. Until now, its bots and apps have focused on consumers actively considering and seeking out a purchase. Discover's launch allows Facebook to recommend branded bots and apps to those who are pre-consideration, or who have not yet had interactions with the brand.

 

Facebook Messenger上的“发现”按钮显示Facebook扩展了其聊天机器人和第三方应用的整合,以覆盖消费者购买周期的早期阶段。目前为止,自动聊天机器人和应用程序主要面向积极考虑和寻求购买的消费者。“发现”的上线允许Facebook向那些预先考虑过购买或还没有和品牌互动过的人推荐相关品牌的聊天机器人和应用程序。

 

Experiment试验

Partner, measure, test and learn

合作,衡量,测试与学习

Although following this approach will ensure you are prepared to take the next steps into social commerce, nothing will arm you as much as taking the plunge. But given that social commerce remains in its infancy in Western markets – both from a brand and platform perspective – it pays to leverage as much of others' experiences as you can.

 

尽管采用这种方法可以确保你做好下一步踏入社交商务领域的准备,但没有什么比真正迈出这一步更有帮助了。考虑到西方市场的社交商务无论是从品牌还是从平台的角度来看都仍然处于起步阶段,尽可能多地利用其他人的经验是值得的。

 

Partnership with your chosen platform(s) is key to testing new modes of sale, so seek out your representative and embrace whatever support they can offer you. Chances are, if you have unanswered questions about how social commerce can help your brand, or how to implement it effectively, you're not the first to ask and the platforms are well placed on the front line to advise on relevant opportunities to test, measure and optimise. In reality, they may not have all the answers either, but they will certainly share your ambition. And if you have a vision and suggestions for how to shape their services, you could be pioneering the future of social commerce yourself.

 

与你选择的平台合作是测试新的销售模式的关键,所以寻找你的代表并接受他们能提供给你的任何支持。如果你有关于“社交商务能如何帮助你的品牌或者如何有效地实施它”的问题,你不是第一个提出疑问的,并且平台也很好地站在向你提供了有关测试、衡量和优化的可能性的建议。事实上,他们可能也没有所有的答案,但他们肯定会分享你的野心。如果你对如何优化他们的服务有远见和建议,你可以自己开创社会商业的未来。

Be measured with your expectations, though. After nine years of trial, we're still waiting for the social commerce revolution, but that's not to say there isn't opportunity. For smaller, less-known brands, social commerce can provide a useful first step towards establishing trust and driving purchase intent. For larger, more established brands, social commerce provides an opportunity to experiment, and compare ROI vs. more traditional e-commerce channels before making significant investments. At whichever end of the spectrum you find yourself, tracking both quantitative and qualitative measures will be key to understanding how to progress, and demonstrate social's contribution to your bottom line.

用你的期望来衡量结果。尽管经过九年的试验,我们仍然在等待社交商务革命,但这并不等于说此处没有机会。对于规模较小、知名度较低的品牌,社交商务可以为建立信任和驱使购买提供有效的第一步。对于更大、更知名的品牌,社交商务为它们提供了试验的机会,并在进行重大投资之前帮助品牌将它的投资回报率与传统电子商务渠道进行比较。找到你自己的定位,跟踪定量和定性测度将会是你了解如何进步的关键,同时也将会证明社交对你收益的贡献。