Social Commerce
Using Social Commerce to Sell Products Online
While Facebook is still the go-to site for hundreds of millions of folks sharing their lives and following the likes of Justin Bieber, it's also emerging as a contender to Amazon and other online retailers. Content Ping keeps readers informed about the rise of social commerce and discusses what the changing e-commerce landscape means for content merchandising and companies that sell products online.
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User-Generated Content’s Role in Merchandising: Part 2
In Part 1 of this article, I talked about the ethics of user-generated content in light of its steadily increasing influence in e-commerce. There are plenty of reasons to seek out authentic reviews other than, well, ethical business practices. Though it comes from consumers, not companies, UGC can be integrated into merchandising both as a complement...
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Expedia’s Emily Pearce: User Reviews Rule the Roost
When traveling to a faraway spot, I like to know there's a comfy bed waiting for me (preferably the clean kind that won't provide inspiration for bed bug haikus). Enter Expedia, which offers professional content (hotel descriptions and photos) alongside user-generated content (guest ratings and reviews).
When I research products...
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User-Generated Content’s Role in Merchandising: Part 1
User-generated content is almost as influential as recommendations from friends and family. It is exponentially more influential than vendor-produced content. Given this, how are retailers keeping up with the demand for UGC? And how do brands and retailers keep the review stream strong when traditional methods like post-purchase...
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Introduction to User-Generated Content
User-generated content (UGC) is pretty self-explanatory: it refers to all content created by a site's users, rather than by marketers, administrators, or other professionals associated with the site. The category encompasses discussions in forums and on social media sites, but I use the term to refer to consumer reviews posted...
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Curata’s Pawan Deshpande: Content Curation
To succeed in e-commerce, brands need to craft exceptional content and present it in an engaging way. But they also need to use that content to get customers talking about their industry, brand, and products. Content curation, which refers to the process of finding and presenting content organized around a specific industry or topic,...
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Dell’s Damien Cummings: Joining the Swarm
It's been three years since Dell Swarm launched in Singapore. We think Dell's foray into social commerce has huge potential. But are there plans to launch the group buying concept in the US? Is the company planning to add more robust product information? I recently caught up with Damien Cummings, Dell's online director for Asia,...
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Interview with Optify’s Anthony Joseph: Google Gets Social
Since launching in January, Google's awkwardly named Search Plus Your World (SPYW) has begun adding Google+ information to Google search results. This means that if I begin Googling for sunglasses, information from people and brands I follow on Google+ would turn up as part of my search. Personalized search will not only have a huge...
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Engage and Educate Customers for Improved WOMM
Consumers are jaded. This is probably not news to you, but it's a fact that deserves your attention.
To borrow from Public Enemy, we don't believe the hype. We tune out the thousands of advertising messages we encounter every day, and when we do pay attention we can usually see through them, meeting their overblown claims, promises,...
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Will Amazon Get Into the F-Commerce Business?
Facebook has been pegged--by us and many others--as a potential competitor to Amazon. But what if Amazon secures a place in the F-commerce sphere before Facebook has a chance to monetize it?
Turns out, Amazon already signaled its interest in commerce on Facebook by quietly launching a beta version of a Facebook store back when Charlie...
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A Sea Change in Consumer Feedback
Even the most informative product page can't completely sideline the much-feared customer review. When waffling on decisions to buy, that extra slew of information from other shoppers--people like you and me--is an enticing resource to turn to for help. Whether or not I love everything about my personal collection of Cuisinart products,...
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