The Secret to Social Commerce is Social Utility [Presentation]


Here’s a short presentation on how to turn social media into social sales by offering social utility; helping people solve their problems socially and solve their social problems.

Based on a review of social commerce examples in Social Commerce Today, we’ve spotted a pattern – social commerce works when social features offer genuine social utility that comes in three basic flavours.

  • Social utility that helps people solve problems socially using their social intelligence (ability to learn from each other and profit from social situations – e.g. collective buying) (Mercedes)
  • Social utility that helps people solve the social problem of standing out, by helping them manage their social status by expressing themselves (e.g. fan-first offers that ‘sell’ bragging rights (Burberry)
  • Social utility that helps people solve the social problem of fitting in by facilitating social bonding (e.g. social media gift stores (Starbucks, Anton Berg)

So the secret to making social commerce work?  Sell social utility.

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Today’s article is sponsored by Milyoni: The Leader in Social Entertainment

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10 Comments

  1. April 28, 2012
    Reply

    Social media has now been a bridge between the actual consumers and the companies. It is a great place to reach your target market because more and more people are very active to social networking sites.

  2. […] good social media interaction is helping your brand advocates solve the problems they have. Dubbed social utility, corporations that understand how this element of social media works, will be able to make closer […]

  3. […] the platform.  From a psychological perspective,  Facebook gifting is smart because it offers ‘Social Utility‘ (helping people solve problems socially or solve social problems), by helping people solve one […]

  4. […] Editor Paul Marsden says this is a smart move for Facebook because it offers “social utility,” which he defines as “helping people solve problems socially or solve social […]

  5. […] of our new book just published The Social Commerce Handbook that the future of social commerce is social utility – and the power of the ‘interest […]

  6. […] of our new book just published The Social Commerce Handbook that the future of social commerce is social utility – and the power of the ‘interest […]

  7. […] http://socialcommercetoday.com/the-secret-to-social-commerce-is-social-utility/ Share this:TwitterFacebookLike this:LikeBe the first to like this. This entry was posted in Uncategorized by leapb4ulook. Bookmark the permalink. […]

  8. […] the company recognized its need to focus instead on social utility – which we define as providing a social service that helps people find social solutions to […]

  9. […] platform.  From a psychological perspective,  Facebook gifting is smart because it offers ‘Social Utility‘ (helping people solve problems socially or solve social problems), by helping people solve […]

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