Scribd Logo
Upload

Welcome to Scribd!

  • 98 views

    CHPT 1 - Introduction To Social Commerce

    Uploaded by

    Quek Cheng Keat
    This document provides an overview of the course "BBDT 2174 SOCIAL COMMERCE". The course is divided into 4 parts that cover the foundations of social commerce, social media marketing, social enterprise applications, and strategy and implementation. It will define key terms like social computing, social media, and social commerce. Students will learn about tools and platforms for social commerce, supporting theories, and how companies can use social media to engage customers, as shown through Starbucks' experience. The benefits and limitations of social commerce for customers, enterprises and merchants will also be discussed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    CHPT 1 - Introduction To Social Commerce

    Uploaded by

    Quek Cheng Keat
    98 views26 pages
    This document provides an overview of the course "BBDT 2174 SOCIAL COMMERCE". The course is divided into 4 parts that cover the foundations of social commerce, social media marketing, social enterprise applications, and strategy and implementation. It will define key terms like social computing, social media, and social commerce. Students will learn about tools and platforms for social commerce, supporting theories, and how companies can use social media to engage customers, as shown through Starbucks' experience. The benefits and limitations of social commerce for customers, enterprises and merchants will also be discussed.

    Original Title

    Chpt 1 - Introduction to Social Commerce

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of the course "BBDT 2174 SOCIAL COMMERCE". The course is divided into 4 parts that cover the foundations of social commerce, social media marketing, social enterprise applications, and strategy and implementation. It will define key terms like social computing, social media, and social commerce. Students will learn about tools and platforms for social commerce, supporting theories, and how companies can use social media to engage customers, as shown through Starbucks' experience. The benefits and limitations of social commerce for customers, enterprises and merchants will also be discussed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    98 views26 pages

    CHPT 1 - Introduction To Social Commerce

    Uploaded by

    Quek Cheng Keat
    This document provides an overview of the course "BBDT 2174 SOCIAL COMMERCE". The course is divided into 4 parts that cover the foundations of social commerce, social media marketing, social enterprise applications, and strategy and implementation. It will define key terms like social computing, social media, and social commerce. Students will learn about tools and platforms for social commerce, supporting theories, and how companies can use social media to engage customers, as shown through Starbucks' experience. The benefits and limitations of social commerce for customers, enterprises and merchants will also be discussed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 26

    BBDT 2174 SOCIAL

    COMMERCE
    Marketing, Technology and
    Management
    1st Semester, Year 2022/23
    Lecturer: Ms Lim Wai Wai
    Email: limww@tarc.edu.my
    Consultation hours: tba
    019 8
    0 0 49
    66
    HOW TO STUDY FOR THIS COURSE?

    Tutorial
    Questions Read
    Extra
    Notes

    2
    OVERVIEW OF THIS COURSE

    PART II: SOCIAL MEDIA MARKETING (SMM)


    PART I: FOUNDATIONS
    1. Introduction
    2. Tools & Platforms

    4. Marketing Comm in Social Media


    5. Customer Engagement & metrics
    10. Strategy & Performance Mngt

    3. Supporting theories & concepts


    11. Implementing SC systems
    PART IV: STRATEGY &
    IMPLEMENTATION

    6. Social Shopping
    7. Social CRM
    Social Commerce

    PART III: SOCIAL ENTERPRISE, OTHER APPLICATIONS


    8. Social Enterprise & Crowd Sourcing
    9. Innovative Social Commerce Apps

    3
    CHAPTER 1

    Introduction to Social Commerce

    4
    LEARNING OBJECTIVES

    1. Define social computing and the Social Web.


    2. Describe the Social Web revolution.
    3. Describe the essentials of Web 2.0 and social media.
    4. Define social commerce and describe its roots and
    evolution.
    5. Describe the content of the social commerce field.
    6. Define social media marketing.
    7. Describe Enterprise 2.0.
    8. Benefits and limitations of social commerce.

    5
    Opening Case: Starbucks Goes Social

    Retailers
    Retailers

    Reference: www.starbucks.com.my 6
    The Problem

    Operating income
    economic
    2007 1 b slowdown
    People spend less

    2008 504 m
    2009 560 m competition
    Competitors increase

    7
    The Solution: i) Going Social

    https://ideas.starbucks.com/
    Source the new ideas from the crowd (customers/ public)

    Being active in these social


    media platforms, to increase
    brand awareness (catching eyes
    from customers)

    8
    The Solution: ii) Going Digital
    Online Order Launch delivery/
    pick up service

    Mobile Order & Pay


    Gift Cards

    iPhone Android

    Wifi friendly in all


    branches
    9
    The Results
    2010 - operating income X3 :
    $1.4 B compare in 2009
    - stock price
    2011 - operating income : $1.7 B

    2012 - top social media stars =>


    Fortune Magazine (Fortune
    2010) 10
    Lessons Learned from this Case

    Social media to engage


    with the customers is
    important

    $www.starbucks.com
    $ 11
    Social Computing and the Social Web

    12
    Social Computing and the Social Web
    Social Web Revolution F-Commerce

    Source: https://www.oberlo.com/blog/facebook-statistics viewed Sept 2021 13


    Social Computing and the Social Web

    Social media statistics world wide as July 2021


    ranked by number of active users:
    https://www.statista.com/statistics/272014/glob
    al-social-networks-ranked-by-number-of-users/

    Source: www.statista.com viewed Sept 2021


    14
    Fundamentals of Web 2.0
    Whatsapp messaging
    User Generated
    Content
    interactivity
    Content done by
    people( facebook UGC content-sharing
    content/ video)

    real-time enhance
    updates
    Web 2.0 creativity
    E.g. starbucks use crowd
    dynamic sourcing
    collaboration
    webpages
    community- Zoom meeting to
    collaborate with friends
    Create community/ group for discussion 15

    for a topic e.g. budget trip grp based input when doing assignment
    Web 1.0 vs Web 2.0
    Old generation

    Web 1.0 Tactics


    Current trend
    Banners
    Web 2.0 Tactics
    Emails
    Newsletter
    Blogs
    Search Marketing
    Widgets
    Push Podcast
    Social networks
    Online videos

    Pull
    What is Social Media ?

    abcd
    Social media refers
    to the (text+
    images+ audio +
    video ) created by us
    using the platforms

    platforms & tools

    – social interactions and conversations, share


    opinions & experiences 17
    Social Commerce: Definitions
    One section of
    the E-commerce
    E.g. Doing
    business in
    Social
    Business ?
    SC
    Facebook
    market
    ?

    E-Commerce
    - buying, selling, transferring or
    exchanging products, services and/or
    information via computer networks
    (Internet & Intranets)

    18
    Social Commerce: Evolution

    E-Commerce Web 2.0 /


    E-Marketing Social Media

    Social
    Commerce

    Support
    Theories

    Figure 1.1 The Foundation of Social Commerce 19


    Social Commerce: Evolution

    Figure 1.2 The Major Roots of Social Commerce 20


    The Content of the
    Social Commerce Field

    The Landscape and Major Components of the


    Field (Fig 1.3)
    a) Social Media Marketing (Part II)
    b) Enterprise 2.0 aka Social Enterprise (Part III)
    c) Technology & Support (Part IV)
    d) Mngt & Organisation (Part IV)
    e) Other Apps (Part III)

    21
    Fig 1.3 The Major Dimensions of Social Commerce

    22
    Figure 1.4 The Foundation of Enterprise 2.0

    23
    The Benefits of Social Commerce
    Customers
    Enterprises
    -less cost to get ideas
    (by using
    crowdsourcing)
    -good relationship
    with their employees
    -Convenient to & customers
    share information
    -easy to get
    recommendation
    PAGE 35
    (read reviews/
    rating )
    -suite our lifestyle
    -multiple choice Merchant
    of products -get feedback frm
    Retailers
    customers (for
    improvement)
    -free (word-of-mouth)
    advertisement 24
    The Limitations of Social Commerce
    CHAPTER 11 will go further

    Security and Doubts about


    Poor systems
    liability ability to govern
    integration
    exposures effectively

    Poor
    Doubts about organisational
    ROI/value technology
    adoption

    25
    Fig 1.5 The Process of Conducting Social
    Commerce

    26

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy