Page 221 - Introduction to Electronic Commerce and Social Commerce

7.2 The Content of the Social Commerce Field 205

Social
Commerce Activities

Social Media Enterprice Technology, Support Management
Marketing Social Commerce Intergration of Social &
Software Tools Organization
(Blogs, Wikis)

Social Ads and Collaboration Social Media Strategy and
Social CRM, Promotions 2.0, Communication Optimization Cost-Benefit,
Customer Service
Critical Success
Social Shopping, Problem Solving Integration Factors
Viral Marketing Group Buy, Deals, with Other Systems
Recommendations, Location-Based Recruiting, HRM, Adoption and
Referrals, Training Mobile Support Deployment
Afficate Marketing
Marketing Research,
Ratings, Reviews, Interactions Developers Legal, Risk
Video Marketing
Voting with Business Management
Partners Security
Social B2B
Forums, Discussion Globalization
Groups, Social Experts’ Advice SMEs
Trading of Other Applications
Virtual Properties Interactions
E-Supply Chain Non-Internet
Social Content Management
Person to Person Contributions E-Government
Recommendation, Idea Generation E-Learning
Trading Social Videogaming
Crowdsourcing M-Commerce
Questions/Answers L-Commerce
F-Commerce E-Service
Figure 7.2 The major dimensions of social commerce

Enterprise 2.0 For a comprehensive article on the social enterprise, see
hbr.org/topic/social-enterprise.
The second major type of social commerce is Enterprise 2.0, For more on Enterprise 2.0, see Chapter 8, and Chui et al.
also known as Social Media-based Enterprise, which is used (2013).
by an increasing number of companies to conduct several
social media and social commerce activities inside the enter- Examples of Social Enterprise Applications
prises (e.g., idea generation, problem-solving, joint design,
and recruiting). Some examples of social enterprise applications include the
There are several definitions of Enterprise 2.0. The ini- following:
tial definition connected the term to Web 2.0 and to collabo-
ration. A refined definition is “…the use of social software
platforms within companies, or between companies and their • Dell, Sony, IBM, and many other companies solicit
partners or customers” (per McAfee 2009). ideas from large groups of employees, customers,
Note: For more definitions and concepts of Enterprise 2.0 and business partners on how to improve their busi-
technology, see the slide presentation “What is Enterprise ness operations (e.g., Dell’s IdeaStorm site).
2.0?” at slideshare.net/norwiz/what-is-enterprise-20. The • More than 50% of medium and large corporations
following are the major characteristics of Enterprise 2.0: use LinkedIn and Facebook to announce available
ease of information flow, agility, flexibility, user-driven con- positions and to find potential employees.
tent, bottom-up communication, global teams, fuzzy bound- • Best Buy provided state-of-the-art customer service
aries, transparency, folksonomies (rather than taxonomies), via a Twitter-based system where thousands of employ-
open standards, and on-demand (rather than scheduled) ees were used to answer customers’ questions, some-
activities. Also important are flat organizations (rather than times within minutes.
hierarchical) and short time-to-market cycles.