Facebook is investing further in its outreach programme to retailers to bring clarity to the term “social commerce” and promote social integration on their websites.  

Gavin Sathianathan, Facebook’s strategic partner manager, is leading the social network’s bid to promote social commerce in the UK and said that agreed definitions are a key building block in its evolution. “It’s really important we nail what we mean by ‘social commerce’,” he said. “At Facebook, we do not equate ‘social commerce’ with opening a store within the network.”

The comments follow a story last week in which retail brands including John Lewis and Reiss told new media age that selling items via social networks, such as a Facebook Store, was not on their 2012 agenda, favouring to hone their m-commerce strategies instead (nma.co.uk 19 January 2012).

Defining social commerce, or “f-commerce”, simply as a transactional store on Facebook is a restrictive way of thinking, according to Sathianathan. “From a defininiton perspactive, it’s important we’re all clear on that,” he saidd. “When I talk to retailers about this, I try to make it clear that it’s about how we can bring social media to bear on the purchase process, be that in a Facebook store or not.”

Most of the discussions taking place between Facebook and retailers centre on integrating Facebook functionality, such as a Like or Shar’ buttons, into their own websites, according to Sathianathan.

Top of Facebook’s priority list are supermarket and FMCG brands, while those that have experienced notable success in their f-commerce strategy stem from the fashion and ticketing vertials, according to the social network. 

“We talk a lot to FMCGs and grocers [whose goods or services are not necessarily social] and talk to them about the social aspects of their products,” said Sathianathan. “For instance, a can of baked beans may not be social but the meal you have them with could.”

Earlier this week, Unilever used its Facebook storefront to help debut its Lynx Attract for Her brand – the first time it has attempted to appeal to female audiences with the brand (nma.co.uk 23 January 2012).

The FMCG giant sold all 100 cans it was offering via the platform, retailing for £3.25 each, within two hours of launch in a campaign that met most of its initial performance metrics.

More at: http://www.nma.co.uk/news/facebook-urges-clearer-understanding-of-social-commerce/3033576.article

Mobile discovery company Shazam announced Tuesday (11/8) that USA Network’s hit show Covert Affairs will now feature Shazam for TV. Covert Affairs joins several other “Shazamable” shows, which means it will include call-outs during the show for viewers to use the Shazam app to tag music in the show and gain access to special photos and video. This feature will be available beginning with the second season of the popular TV-drama. Shazam for TV is an innovative app that allows users to interact with TV shows and access exclusive content using their mobile devices.  When a user tags the episode, they will be taken to a unique Shazam mobile commerce store powered by Delivery Agent. Delivery Agent manages all commerce for NBC Universal and dozens of other entertainment corporations as well.  Viewers will also be able to use Shazam for TV to download wallpaper on their phone, share content on social media websites, “like” the Covert Affairs Facebook page, in addition to purchasing show merchandise.  One of the most unique features of this application is that users will be able to access and purchase fashion brands seen on the show. For example, if a Shazam user is watching Covert Affairs and they notice the main character is wearing an article of clothing that they want to purchase, they can simply tag the episode on Shazam and choose the option to “Shop Covert Affairs”. Users will then be able to purchase the fashion brands seen in the show directly from the mobile commerce store. As a new feature to the Shazam app, all merchandise will be available to purchase through a single-button buying process.

More at: http://www.zippycart.com/ecommerce-news/3145-shazam-integrates-television-and-mobile-ecommerce.html

• 38% of men, but just 29% of women own a smartphone.
• Facebook is used by 56% of people – 60% of women, but just 52% of men.
• 14% of men shop using apps, but only 8% of women do.
• 27% of male shoppers use price comparison sites, while only 19% of women do.

Retailers are proving to be the gateways for brands, with 75% of people visiting retail websites, but less than half that number – 33% – going to brand websites.

Meanwhile, 63% of shoppers will buy through either a retail or brand website. For social media campaigns, this figure falls to 6%.

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Using social media, the main reasons for connecting with brands was found to be:

• 32% – finding out something new
• 23% – for brands to connect with them
• 24% – to be sold something by brands
• 12% – for brands or retailers to help them have fun

More than half (54%) of people thought brands or retailers used social media to sell more products, while 43% thought it was “because everyone else is”.