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• Social Shopping

  - by David Dorf

  I've written about various breeds of social shopping in the past, so I decided to give some thought into a categorization with examples. Below I've listed the different types of social shopping I've observed and some companies that support them. Comments and Ratings -- Commenting on products has been around almost as long as e-commerce. Two popular players in this space are BazaarVoice and PowerReviews. Most shoppers prefer relying on peer reviews rather than retailer descriptions, so the influence over sales is very strong. f-commerce -- A new term that was sure to rear its ugly head when retailers started allowing shopping on Facebook, And its all Elastic Path and Alvenda's fault! Co-shopping -- Retailers like Wet Seal are enabling multiple people to shop together online. This is particularly applicable to fashion, where the real-time exchange of opinions is important. I actually tried this with a co-worker and its pretty cool. Bragging -- Blippy is Twitter for shoppers, allowing purchases to be "tweeted" so you can keep up with your friends. I get alerted when friends download music or apps from iTunes because chances are I'll be interested as well. This covert influence is one-up'ed by Snatter, a service that gives people discounts for tweeting or posting promotions from retailers. This is the petri dish of viral marketing. Advice -- Combine the bragging of Blippy and the opinions from BazaarVoice and you'd get ShopSocially, a social network dedicated to spreading product knowledge amongst informed shoppers. I'm sure if I gave it more thought, a few more types would come to mind, but I've got to get back to work. Now is not the time to be blogging at Oracle!

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• I'm Not Bi-Polar, I'm Bi-Winning

  - by David Dorf

  On March 1st, Charlie Sheen joined Twitter and was able to amass 1M followers in 25 hours and 17 minutes, setting an official world record.  So why does it take your brand so long to collect followers?  Easy: you're brand isn't a train wreck.Wouldn't it be great if your customers we chatting about your products as much as they're talking about Charlie #winning?  There are a couple things retailers can do.  First, you can offer check-ins to your customers, which can occasionally get a "ooh, what are you buying there?" in the social network. Another methods is to allow customer to "like" particular products on your Web site.  Companies like Wet Seal excel at that.We've been experimenting with automatic posting from the POS, assuming a customer has opted-in.  When you buy something in a store, the POS can automatically post "Dave just bought something at Wet Seal" to Facebook, Twitter, and Foursquare simultaneously.  We stopped short of mentioning the specific product so we don't pull a Beacon.  The idea is the same: get the conversation started.  Give customers a virtual water-cooler where they can discuss products and influence buying decisions.The guys over at ShopSocially have done something very similar.  On the Facebook page for Cafe Press, customers can claim purchases, effectively bragging on their walls.  Each posting goes through the Facebook newsfeed and gets friends interested.  They are seeing over 1,000 purchases being shared daily, and that's generating over 300,000 brand impressions.Sounds like a winning idea.

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