Turning “Like” to “Buy” Social Media Emerges As a Commerce Channel Contact Information
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Perspective Matt Anderson Joe Sims Jerell Price Jennifer Brusa Turning “Like” to “Buy” Social Media Emerges as a Commerce Channel Contact Information Berlin Düsseldorf New York Dr. Florian Gröne Roman Friedrich Fabian Seelbach Senior Associate Partner Senior Associate +49-30-88705-844 +49-211-3890-165 +1-212-551-6073 [email protected] [email protected] [email protected] Chicago Frankfurt San Francisco Jennifer Brusa Olaf Acker Jerell Price Associate Partner Principal +1-312-578-4550 +49-69-97167-453 +1-415-263-3764 [email protected] [email protected] [email protected] Dallas Hong Kong São Paulo Joe Sims Edward Tse Fernando Fernandes Partner Senior Partner Partner +1-214-712-6636 +852-3650-6100 +55-11-5501-6222 [email protected] [email protected] [email protected] Dubai Houston Vienna Karim Sabbagh Matt Anderson Klaus Hölbling Partner Partner Partner +971-4-390-0260 +1-713-650-4142 +43-1-518-22-907 [email protected] [email protected] [email protected] Booz & Company EXECUTIVE As consumers around the globe spend more time on social SUMMARY media of all kinds, it is inevitable that some of their posts and comments relate to what they are going to do at the mall and what products they like. Many consumer-oriented companies have already responded to this shift by setting up Facebook fan pages or Twitter feeds. These can be great ways of engag- ing with and influencing customers, especially since the individuals on a social networking site are usually connected to other individuals whom they trust and respect. So, in the best case, a company that has something appealing to sell can, through an initiative involving social media, provide an impe- tus far superior to traditional advertising—recommendations from the most influential people of all, the prospective buyer’s friends and family. But company influence through social from the unique characteristics of groups and traditional marketing social media, including the oppor- models is stopping well short of the tunity to get quick feedback from emerging opportunity. For many multiple friends and family members. customer segments, shopping in the physical world has always been The market for social commerce has social: I can go to the store with been embryonic to date, but that will you and put an item in your shop- change over the next five years as ping basket, saying “This is perfect companies race to establish stores, for you.” Now, some companies are pushing up social commerce revenues using social media in a similar way: as sixfold, to US$30 billion globally. a place where they can transact busi- As this growth surge happens, social ness with their customers and where commerce will take its place alongside customers can shop with each other. stores, telesales, and the more tradi- E-commerce is coming of age. These tional Web to emerge as a significant trendsetting companies are focused sales channel in its own right. on products and services that benefit Booz & Company 1 Social media has revolutionized companies, it is also handing them THE IMPACT OF the way people communicate and an opportunity. Retail, consumer SOCIAL MEDIA maintain relationships. Globally, electronics, and media companies Internet users now spend more than are among the many types of ON CONSUMER four and a half hours per week on organizations that have followed BEHAV IOR social networking sites, more time consumers into the social arena, than they spend on e-mail.1 There is creating Facebook fan pages, sending a public quality to how communica- microblog messages, and building tion happens on social networks— communities. A 2010 presentation people are, to use the Facebook by Shop.org said that 68 percent analogy, sharing their thoughts on of North American business-to- “a wall” for others to see. As more consumer (B2C) companies have and more of what people think and acquired at least some customers do ends up getting communicated on through Facebook.3 these new-age bulletin boards, it is inevitable that social networks will Lead generation—the ubiquitous start to affect what consumers buy “likes” of Facebook—will not be the and how they shop. In a way that has most important activity for long, never before been true, consumers however. The next phase will go are determining which products and beyond mere communication and services succeed and are shaping the influencing. Consumers will transact messaging. Underlining this point, commerce inside social networks— Altimeter Group says there is now selecting products, adding their a fifth “P”—people—to add to the selections to shopping carts, and traditional four “Ps” of market- completing purchases through pay- ing (product, price, placement, and ment with credit cards and points. promotion).2 As they do so, the era of social com- merce will commence in earnest. If the new medium of social networks is creating challenges for Consumers will transact commerce— from selecting products to completing purchases through payment with credit cards and points—inside social networks. 2 Booz & Company EARLY directly into its Facebook fan page, The innovations in social commerce allowing consumers to make quick are happening globally. Hyves, the DEVELOPMENTS purchases without having to leave most popular social networking site IN SOCIAL Facebook. The company has also in the Netherlands, has developed a used Facebook as a component of payment system that allows users to COMMERCE its Mother’s Day campaign and transfer as much as €150 (US$201) has plans to integrate with other to other users to pay for goods Facebook features such as birthday available within the Hyves payment calendars and group gifting. It isn’t system. The Hyves site, which has hard to imagine a company like more than 10 million accounts, 1-800-Flowers taking advantage of has also created a consumer-to- Companies that are pursuing social other social networking features, consumer marketplace called Supply commerce regard it as a distinct such as a person’s likes and dislikes & Demand that is analogous to channel underpinned by a significant about colors, to help gift givers Craigslist, allowing members to post new aspect of consumer behavior. decide which bouquets to send. items for sale. This new channel represents the merger of e-commerce and social Facebook isn’t the only social How ready are consumers to buy media, as transactions are actually network on which commerce is products through social media? A performed within the platform rather happening. Many companies, for 2010 survey by Booz & Company than at the retailer’s e-commerce instance, have used Twitter to sell of consumers who spend at least one site. While social commerce is still their products. As of late 2009, Dell hour a month on social networking nascent, there are some notable Outlet had already sold $6.5 million sites and who have bought at least examples of companies that are in products through its Twitter feed;4 one product online in the last year innovating in this area. airlines such as AirTran Airways provides some insight. Twenty- have also used Twitter to sell seven percent of respondents said For instance, 1-800-Flowers, a floral discounted tickets. Since November they would be willing to purchase retailer that has ridden a history of 2010, users of Apple’s Ping physical goods through social channel innovation to a national recommender have been using tweets networking sites. Moreover, 10 presence with more than $700 (Twitter’s 140-character posts) percent said their buying through million in revenue, now has a fully to send song previews and iTunes social networking sites will be functioning Facebook store. It has purchase links to their followers.5 incremental to other buying they embedded its e-commerce platform do—that is, they will end up buying Booz & Company 3 more physical goods overall. (The as companies find ways to embed (see Exhibit 1). This estimate is 73 percent who said they would their e-commerce engines within only for hard goods—electronics, not purchase goods through social social media, the market for social apparel, movie tickets, and the like. networking sites largely cited commerce will skyrocket, helped Services are equally promising for concerns related to security and in part by new models for buying social commerce—the online storage privacy, two areas that many big and by the availability of products company seeking new customers, social networking sites are already developed specifically for social the wireless company offering working to improve.) networking sites. an upgrade, the cable television company providing downloads or These emerging attitudes make it By 2015, the dollar volume of streamed versions of old episodes. unlikely that social commerce—a goods sold through social media Companies like these will have cousin, after all, of the more should rise sixfold, to $30 billion multibillion-dollar opportunities too. familiar e-commerce—will face from $5 billion this year, according hurdles related to its newness. And to Booz & Company estimates Exhibit 1 Booz & Company Estimate of Social Commerce Market Size (2010-2015; in US$ Billions) $30 +56% $14 U.S. $20 $9 $14 $9 $5 $16 Rest of $3 $5 $12 the World $1 $8 $6 $4 2010 2011 2012 2013 2014 2015 Note: Numbers might not add up because of rounding. Source: Forrester Research; GP Bullhound; Euromonitor; Booz & Company analysis 4 Booz & Company WHERE SOCIAL Companies see opportunities to use doing anything at all in this area (see social commerce at every moment Exhibit 2). Many companies in China COMMERCE CAN along the path to purchase—aware- are in some way using or planning HAVE AN IMPACT ness, consideration, conversion, and to use Tencent QQ (Facebook is still loyalty and service—and also to mea- prohibited by government authori- sure the success of their efforts.