zappos at drs: why is social commerce so hard? how zappos is navigating social
DESCRIPTION
Social media, while great for formalizing the user fan base, doesn't necessarily help translate "likes" into purchases. How can retailers better leverage the opportunities presented by social into sales? Learn about Zappos' approach to creating social media experiences that encourage loyalty and customer follow through. Speaker: Alice Han, ux designer/product lead, ZapposTRANSCRIPT
@alicehan7777 | @zapposlabs
Social Commercewhy is it so hard? Alice Han, UX Designer / Product Lead
@alicehan7777 | @zapposlabs
About Me
Alice Han (@alicehan7777)
UX Designer / Product Lead at Zappos Labs
Ice Hockey player
Undefeated at Dr. Mario
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Facebook Stores
“We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly”
“For us, it’s been a way we communicate with customers on deals, not a place to sell.”
- Ashley Sheetz, VP of marketing and strategy at GameStop
@alicehan7777 | @zapposlabs
Facebook impact
In September 2010, 1.9% of traffic to Burberry’s website came from Facebook
A year later, 29.1% of site traffic was from Facebook
Using Facebook as a platform to drive traffic at a fraction of the cost of what they’d pay on Google
@alicehan7777 | @zapposlabs
Is Social just for marketing?
Can we bring social to our sites?
Can we help our customers shop with their friends?
@alicehan7777 | @zapposlabs
What has Zappos Labs tried?
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Shares are still a very small % of total orders
Customers love sharing on Pinterest and Facebook
Not many customers tweet, but tweets get clicked on the most
Great place to start
What we saw
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
50/50 AB test
3% of people clicked on tab
Those 3% performed well!
But just having the tab there brought down the entire group
What we saw
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
It’s hard for a brand to inject themselves between you and your friends
Value needs to be extremely high
What we saw
@alicehan7777 | @zapposlabs
Who is contributing to the evolution of social commerce
@alicehan7777 | @zapposlabs
Social gift giving
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Poshmark
@alicehan7777 | @zapposlabs
Soldsie
A hat sale drummed up 100 “sold” comments and 459 “likes” in 24 hours100,000 users, $1,000,000/month
@alicehan7777 | @zapposlabs
How?
Treat social commerce as R&D
Create a culture of experimentation
Measure carefully
Learn quickly & iterate
