Gartner Research

Use Social Networking Sites to Generate Social Commerce Revenue

Published: 27 August 2014

ID: G00259998

Analyst(s): Aparna Bajaj , Jennifer Polk

Summary

Social networks can be a lucrative component of digital marketers' commerce strategy as they help extend social marketing investments into concrete business outcomes. While early attempts to sell on social networking sites fell short of expectations, lessons learned reveal new techniques that work.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Differentiate Your Social Storefront From Your Commerce Site
    • Challenge — Mismatched Consumer Expectations and Storefront Positioning
    • Best Practice — Position Your Social Commerce Storefront Differently
  • Choose a Relevant Social Channel
    • Challenge — Different Social Channels Offer Different Purposes
    • Best Practice — Choose the Channel Where You Can Find the Right Users, in the Right Mindset, Connecting With the Right Content to Influence Your Sale
  • Focus on Experience
    • Challenge — Enhancing Purchase Experience Within the Boundaries of a Social Networking Site
    • Best Practice — Enhance Buyer Experience With a Compelling Social Value Proposition and Storefront Design

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