Page 19 - Introduction to Electronic Commerce and Social Commerce

xx Contents

The Landscape and Major Components of the Field .................... 204
Social Media Marketing .......................................... 204
Enterprise 2.0 .................................................. 205
7.3 The Benefits and Limitations of Social Commerce ..................... 206
Benefits to Customers ........................................... 206
Benefits to Retailers ............................................. 206
Benefits to Other Types of Enterprises .............................. 206
The Social Business: An IBM Approach ............................. 207
New or Improved Business Models ................................. 207
Concerns and Limitations of Conducting Social Commerce .............. 207
7.4 Social Shopping: Concepts, Benefits, and Models ..................... 208
Definitions and Drivers of Social Shopping .......................... 208
Traditional E-Commerce Sites with Social Media Additions ............. 210
The Major Types and Models of Social Shopping ...................... 210
Case 7.1: EC Application: Polyvore: A Trendsetter in Social Shopping ......... 211
Social Shopping Aids: From Recommendations to Reviews, Ratings,
and Marketplaces ............................................... 213
Other Shopping Aids and Services ................................. 215
Social Marketplaces and Direct Sales ............................... 215
Shopping for Virtual Goods in a Virtual Economy ..................... 216
Real-Time Online Shopping ...................................... 217
Social Shopping in the Near Future ................................. 217
7.5 Social Advertising: From Viral Advertising to Microblogging
and Other Promotions ........................................... 218
Social Ads and Social Apps ....................................... 218
Viral (Word-of-Mouth) Marketing and Social Networking ............... 218
Location-Based Advertisements and Social Networks .................. 218
Using YouTube and Other Social Presentation Sites for Advertising ....... 219
Using Twitter as an Advertising and Marketing Tool ................... 220
Other Innovative Ways to Advertise in Social Media ................... 220
7.6 Social Customer Service and CRM ................................. 221
How Does Social Networking Empower Customers? ................... 221
Social CRM ................................................... 222
How to Serve the Social Customers ................................. 222
The Benefits of Social CRM ...................................... 222
Case 7.2: EC Application: iRobot Uses Social Media
for Multichannel CRM ............................................... 223
The Evolution of Social CRM ..................................... 224
Cipriani’s Multidimensional Presentation ............................ 224
Examples of Implementation of Social Customer Service and CRM ....... 225
Reputation Management System ................................... 226
Managerial Issues ................................................... 227
Summary .......................................................... 227
Closing Case: Groupon: Will the Company Prosper? ........................ 229
References ......................................................... 232
8 Social Enterprise and Other Social Commerce Topics .................... 235
Opening Case: How a Private Enterprise Network Transformed
CEMEX into a Social Business ........................................ 235
8.1 Social Business and Social Enterprise ............................... 236
Definitions: Social Business and Social Enterprise ..................... 236
Business Networks .............................................. 237
The Benefits and Limitations of Enterprise Social Networking ........... 238