From Being Social

to

Buying Social

Enabling businesses with

Social Commerce

Social Commerce is not stand alone,

it had arrived the day you opened your brand for display.

1

The big questions that brands ask:

Are we ready for it, yet?

The time has come to measure and promote it...

Its your silent benefactor.

Does your organization do the following on social?

• Nurtures a community on any social network?

• Creates or curates content?

• Uses social media to engage and interact with consumers?

• Listens to conversations around the brand?

• Uses social ads and promotions?

• Does consumer research?

• Recruits through social platforms?

• Encourages referrals on social platforms?

2

If the answer to any of these is YES,

then your organization , in one way or the other,

is already doing business through Social Media

3

Legacy Now What It Means What’s New

Distribution Social PresenceAlways - Anytime

& Anyplace

From Walk-ins to

Fans Followers &

Reactors

TOMA Social Engagement Look at me , Hear

from me and

Remember me

From Look to

Interactions

Customer Service Social Care

(for Customers,

Prospects, Fans,

Followers and

Influencers)

From Reactive to

ProactiveListen Always and

Act Always –

Don’t wait for the

Doorbell

Stand Alone One

To One Sales

Social Acquisitions I will enquire if

someone refers. I

will buy if they

have bought.

Push Sales to

HALO EFFECT

The Evolution from Conventional Business to Social Business

Word Of Mouth

and Reputation

Social Buzz Innovate and Co

Create

From WON WIN to

WIN WIN

SOCIAL

CAPITAL

The social media efforts of your organization result in the

‘Social Capital’

Your Social Capital will lead to Social Commerce

4

SOCIAL CAPITAL

Social Presence

Social Engagement

Social BuzzSocial

Acquisitions

Social Care

Prospect Pool

Re

ten

tio

n &

Lo

ya

lty A

dv

oca

cy &

Insig

hts

Sales Revenue Referrals

Captive

Dollars

Interest,

Enquiries and

Hot Leads

Retain Order Book ($)

and minimize

Competition imprints

Billed

Business

Save

Advertisement

& Survey

Dollars

SOCIAL PRESENCE

Social embedded at Business touch-points and Business etched into Social assets

5

Helping people

buy where they

connect... �and connect

where they buy

6

SOCIAL PRESENCE

Social embedded at Business touch-points and Business etched into Social assets

Ameriprise uses Linkedin to help Customers find

Advisors

7

SOCIAL PRESENCE

Social embedded at Business touch-points and Business etched into Social assets

Max Life: Embedding social at the core of our new corporate website

to create meaningful interactions and deeper engagement

7

SOCIAL ENGAGEMENT

Shape opinions about your brand and increase propensity to purchase

8

Convergence of Max Life e-commerce site and Facebook login • Pre-filled information

• Give Ratings, Reviews and Recommendations

8

i-genius

@Consumers

India’s Largest

Corporate Scholarship

program

• Education & Talent

• Annual Scholarships

worth Rs 1 Crore

i-genius Young

Authors’ Hunt

•Young Writing Talent

• Book and e-book

titled i-genius A Twist

in the Tale

SOCIAL BUZZDeploy social mechanisms to facilitate advocacy, obtain opinions & reviews and

drive referrals

Create brand

differentiation by owning

the child space

i-genius

@Sales

Unique Relationship

Builder for Agents

Shift the conversation

from a Sales call to

much more

Awareness &

consideration among

prospects through

meaningful interaction

i-genius

@Customer

Enrich the relationship

of existing customers

with Max Life

Engage them better

Higher Loyalty

Brand loyalty, renewals

and referrals triggered

through engagements

with customers

i-genius

@Employees

Dedicated igenius

scholarships for

children of employees

& agents

Employer Value

Proposition

Caring organisation

Internal engagement

Max Life: igenius – a parent & child engagement programme

that aims to create a connect beyond business

Strong, relevant, self-sustaining

with built-in community amplifiers

On Ground. Online. Interlinked.

-igenius scholarships

Fun & Learn

Parenting Workshops

CONTENT CONVERSATIONS

Providing reasons to stimulate Social

Conversations on an ongoing basis at multiple

platforms

i-genius Young Authors Hunt

COMMUNITYBuilt on a foundation of relevant

community driven interventions.

Activities touched various facets of talent

both among children & parents.

SOCIAL BUZZ

SOCIAL ACQUSITIONS

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Driving acquisitions through social with customized propositions or a distinct

process

American Express lets customers buy stuff on

Twitter by using a hashtag

Dell drives exclusive flash sales using

social media that are only for the social

community

12

Max Life: Plan to capitalize on check-ins during Parenting events to promote child plans

12

SOCIAL ACQUSITIONS

Driving acquisitions through social with customized propositions or a distinct

process

SOCIAL CARE

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Customer experience management focused on listening, solving and proactively

improving processes to aid retention and loyalty

Shift from the conventional CRM that was transactional in nature

to Social CRM that is conversational and collaborative

Evolution of CRM Infographic by Alyson Stone; Image Source: http://www.desk.com/blog/evolution-crm-infographic/

Twitter’s evolution takes it down two very specific paths:

One of them is Customer service.

SOCIAL CARE

Customer experience management focused on listening, solving and proactively

improving processes to aid retention and loyalty

Max Life: Gearing towards a full scale query resolution process on Twitter

FUTURE GAZING – WHAT WILL PLAY OUT IN THE NEXT THREE

YEARS

FORESIGHTS

• Focus to shift from Big Data to

Unified Data

• Advocacy & Referrals to be the

harbinger of Acquisitions

• Social CRM to turn into a necessity

• Underwriting to go social and social

risk to become a global parameter

15

CHALLENGES

• Data integration in view of

regulations and data policies

• Limitations of tools to measure a

“criss-crossing” consumer journey

• The approach to social –

Fragmented instead of Business

centric

• Security & Privacy concerns

• Absence of platform agnostic

development technologies that lead

to inflated costs and timelines