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1、Get Started with Social CommerceThree simple steps to start turning your social followers into customersGUIDESocial Commerce Guide2Contents What is social commerce?.3 The frictionless future of online shopping.4 Off-network and on-network commerce.4 Social commerce on Facebook and Instagram.5 Four w

2、ays social commerce helps grow your business.7 Three simple steps to start turning your audience into customers today.8 1.Improve the buyers journey and remove moments of friction.9 2.Tap into the influence of your audience with user-generated content.12 3.Keep your audience engaged and measure your

3、 success.19 Eight tips for mastering social commerce.21The 2020 global pandemic changed buying habits forever.A staggering 84%of consumers were shopping on the internet in lockdown,and the trend shows no signs of slowingeven as the world reopens.With ecommerce sales predicted to grow from$792 billio

4、n in 2020 to$1.6 trillion in 2025,and the internet morphing into the go-to hub for sales,marketers are exploring new ways to ensure that their products get in front of the right people at the right time.And whats a better channel to target campaigns and commerce than where your audience is already h

5、anging out?Social Commerce Guide3Welcome to the next generation of online shopping:social commerce.In this guide,well show you how to leverage social commerce to improve your conversion rates,reduce friction in the buyers journey,and build deeper connections with your customers.Heres what youll lear

6、n:How social commerce creates impactful engagement throughout the buyers journey How to use user-generated content to increase conversions Actionable tips to master social commerceWhat is social commerce?Social commerce is the process of selling products directly on social media.With social commerce

7、,the entire shopping experiencefrom product discovery and research to the checkout processtakes place right on a social media platform.Social commerce is already an$89.4 billion market thats projected to grow to more than half a trillion dollars$604.5 billionin the next seven years.1 And social medi

8、a is already the perfect location for your brand to engage with and meet potential customers,so why not let your audience complete the purchase cycle in the same space?Social Commerce Guide4Ecommerce,social selling,and social commercewhats the difference?Ecommerce refers to a shopping experience via

9、 a website or dedicated branded app.Social commerce,by definition,allows the customer to make their purchase within their social media experience.Social commerce is not ecommerce.Social commerce is also not social selling.Social selling refers to cultivating relationships on social media in order to

10、 build your sales prospect list.The frictionless future of online shopping Traditionally,social media allows brands to promote products with a combination of organic and paid posts.The audience sees this content,engages with it,and clicks through to a website.Then,if theyre ready to convert,they mak

11、e a purchase.Social commerce is here to streamline and strengthen that process.The best part?Brands of all sizes can implement social commerce because it doesnt require a marketing budget.Instead,the currency in social commerce is your follower count,an asset that all brands carry in their pocket.Of

12、f-network and on-network commerceSocial commerce falls into two main categories:off-network and on-network.Off-network commerce is the traditional method of using social media to drive conversions.It starts with paid advertising on social media that aims to educate an audience about the brand and en

13、courages them to find out more about a productusually by clicking on a link that drives the audience back to a brands website.77%of global internet users purchased a product online in 2020.Hootsuite and We Are Social2Social Commerce Guide5When they arrive at the website,they continue on the buyers j

14、ourney by interacting with on-page elements such as a blog,a call to action to sign up for a newsletter,or product descriptions where they can purchase an item if theyre ready to convert.On-network commerce uses social media to market to a targeted audience,but instead of guiding them off-network to

15、 a website,they complete the buyers journey natively within Facebook or Instagram.Say youre browsing Instagram and stop mid-scroll on a cool-looking jacket.You tap the photo to see the product tag,click on it,decide to purchase,choose your size,and checkout,all without leaving the app.Another way to

16、 think of it:Social media originally built a bridge between brand and consumer.Now,its adding a castle and a moat.Social commerce on Facebook and InstagramSocial commerce on Facebook started in 2007 when the company took a chance on the advertising model:You see an ad,click the ad,go to the website,

17、and purchase a product.This off-network experience is what Facebook users are most familiar with.In May 2020,Facebook launched Facebook Shops,a substantial upgrade to the traditional off-network model.It introduced the ability for customers to skip the website portion of their path to purchase and i

18、nstead complete their purchase directly on Facebook.18.3%of US adults purchased through Facebook in the last year.eMarketer3Social Commerce Guide6In Facebook Shops,merchants choose collections or products to feature and customize text,images,and colors to suit their brand.In addition,they can import

19、 an existing catalog of products from their website or create one from scratch.Instagram offers a similar advertising model,allowing brands to market to an audience and then guiding the buyer to complete the purchase on a website.A few months before Facebook Shops was announced,Instagram launched In

20、stagram Checkout,which uses the same framework as Shops and allows audiences to check products out natively on the platform.Shops very quickly represented over 5%of our daily orders once we activated.By sometime next year,were expecting Shops to be capable of driving as much business as our website,

21、allowing us to scale our business and plan for aggressive hiring.”Joseph Trebitz,CMOZimbaPro tip:Instagram pulls data from Facebook Shops,so youll need to set yourself up on Facebook first.Social commerce on Facebook and Instagram:Fast facts 130 million Instagram accounts tap on a shopping post to l

22、earn more about products every month.4 Fashion brand Barbour saw a 42%increase in sales after implementing the Facebook Shop tool and a 98%increase in website traffic from Instagram.5 Teeth whitening company Zimba implemented Instagram Shops as part of its marketing strategy and saw its average orde

23、r value(AOV)increase by over 6%6.Social Commerce Guide7Four ways social commerce helps grow your businessWhether youre running a small business or an enterprise retail brand,social commerce presents a number of real and compelling advantages,from improving the shopping experience for your customers

24、to attracting new audiences.Increase conversion ratesBy publishing types of social commerce content with a high conversion ratesuch as user-generated content,or UGCbrands can influence purchase decisions on a broader scale than ever before.Personalize the shopping experienceSocial commerce allows br

25、ands to deliver content that the consumer is looking foror the content they dont even know theyre looking forwithout overwhelming them with a seemingly endless list of products like a website does.Think of social commerce as creating tailor-made campaigns for your audience.80%percent of consumers ar

26、e more likely to purchase if the brand offers a personalized experiencewhich means marketers will follow suit.TINT7By promoting products natively on Facebook and Instagram,companies also create seamless communication channels for their customers to share products with friends in the momentno copying

27、 and pasting URLs into other communication platforms.Social Commerce Guide8Create winning campaignsSocial commerce helps marketers assess engagement and conversions to create winning campaigns.For example,a furniture company might share a post on Facebook that promotes an oak coffee table,and subseq

28、uently see that the post wins high engagement levels and drives purchase behavior.Based on the results,the company identifies the table as a high-converting product and runs subsequent campaigns on other channels to generate further conversions.Reach new audiencesSocial commerce gives your brand an

29、opportunity to hang out where your consumers areespecially the next generation of buyers.With$140 billion in spending power,8 Gen Z now makes up 20%of the US populationand 45%of the cohort describe themselves as almost constantly online.9Social commerce is the modern-day mall,and innovative brands n

30、eed to tool up,build their online storefront,and shift their followers into buyers.Three simple steps to start turning your audience into customers todayBy putting social commerce to work for your business,you can improve the buyers journey,remove moments of friction,keep your audience engaged,and t

31、ap into the influence of your audience to win more sales with user-generated content.Heres how you can get started today.Social Commerce Guide9Improve the buyers journey and remove moments of frictionMost people dont wake up and think,“Im going to purchase a product today!”Theres a roadmap to get to

32、 that point,known as the buyers journey or the path to purchase.Off-network commerce is loaded with moments of friction along this path.A customer has to click from a social media post into the company bio,then click a link that takes them to a website where they need to complete steps to make a pur

33、chase.All these steps can tire potential customers out and impact conversions in a bigand negativeway.In contrast,on-network social commerce actively reduces friction.A shopper sees a product,clicks it,and converts.Then,if they want to engage with a brand further,theyre already on the app and can se

34、nd a direct message to chat with a customer care representative.Heres a look at the five steps of the buyers journey,from awareness through advocacy,as enabled by social commerce.The buyers journey with social commerceAWARENESS:My office is too darkThe first stage of the journey is when the buyer re

35、alizes they have a problem or a need.At this stage,younger generations typically turn to social media to investigate their issue and assess brands that can help them.Forty-four percent of global internet users use social media to search for brand-related informationand among internet users aged 16-2

36、4,more turn to social networks(53.2%)than to search engines(51.3%)as a primary source of information when researching brands.10Social Commerce Guide10Pro tip:Use Heyday by Hootsuite to add chatbots to your social commerce processes.Youll help potential customers get answers fasterand save time and r

37、esources to keep you focused on other areas of your business.Pro tip:Pro tip:From social marketing to social commerce and customer care,Hootsuites platform and suite of connected products is the one-stop-shop to support your business on social across all stages of the buyers journey.ENGAGEMENT:What

38、is the best office lamp?After searching on social media,the buyer considers making a purchase from a brand and asks questions that can guide them to solving their problem.For example,a buyer might message a brand on Facebook and inquire about a product theyve seen on their search.DECISION:I want to

39、purchase this lampAfter engagement,the buyer decides to purchase.With social commerce,they can perform this action on social media and dont need to navigate away from the app or the engagement with the brand.SERVICE:What type of lightbulb do I need?The buyer receives their product from the merchant

40、and has a question,so they reach out to the brand once more on social media.Social Commerce Guide11ADVOCACY:Everyone should know about this lampThe final stage of the journey is when your buyer becomes an advocate for your brand and helps others recognize the value of your products.When happy custom

41、ers post product reviews or other positive content on their social channels,you can use online tools like TINT to easily search for,organize,edit,and curate UGC to use across your campaigns.33%of customers would rather have a customer care interaction via social media than by telephone or email.TINT

42、11Social commerce impacts each stage of the buyers journey,from awareness to advocacy,and operates as a thread to weave together impactful engagement along the path to purchase.The brand wins because the customer is continually engagedand the customer wins because theyre getting fast customer care a

43、nd support and a seamless checkout process.Pro tip:Connect the dots between UGC and social media with the TINT x Hootsuite integration.Social Commerce Guide12Tap into the influence of your audience with user-generated contentShoppers arent(always)mindlessly scrolling social media and whimsically cli

44、cking“buy now”on the first product that catches their eye.Brands still need to put in the legwork when it comes to conversionsand this is where user-generated content can help.UGC is content created by customers.Think videos of product unboxing,clips of customers ordering a product,or reviews after

45、using a product for some time.In social commerce,you can use UGC across all stages of the buyers journey to help influence engagement and increase conversions.With 77%of respondents in a joint report from Facebook and NYUs Governance Lab indicating that the most important group theyre part of operat

46、es online,12 its clear that UGC is a rich opportunity to build a more interactive relationship between audiences and brands that allows consumers to feel part of a community.UGC influences purchases in a more natural way and helps to build strong bonds with your fans and followers.Think of it as the

47、 modern-day word of mouth and your customers as spokespeople for your brand.And with Gen Z gaining a reputation for insisting on authenticity from the brands they do business with,UGC is key for tapping into that market.Brands that use UGC in campaigns saw a 29%increase in conversions UGC drives a 7

48、3%increase in email click-through rate 35%of Gen Z believe that user-generated content will have more credibility in the next 3-5 years than content created by a company or independent source.13Social Commerce Guide13How UGC smooths the path to purchaseWhile user-generated content is influential acr

49、oss all stages of the buyers journey,its especially prominent in the final stages of the roadmap.In the decision phase,UGC is authentic social proof that influences purchase decisionsan audience can see people just like them using or wearing a product.UGC can also be used on abandoned cart pages or

50、in email communications to help influence a potential buyers decision.Pro tip:To quickly find UGC,use online tools like TINT to find,curate,and publish user-generated content across your campaigns.InfluencerMicro-influencerNano-influencerUGCLarge social following of 100K+Medium social following of 1

51、0K100KLess than 10K followers(small but mighty following)Social following isnt essentialVery brand savvyBrand-savvyCommunity-drivenCommunity-driven,authentic Expects large payments to share brand products,use hashtags,and share contentExpects payment to share brand products,use hashtags,and share co

52、ntentMay ask for payment to share brand products,use hashtags,and share contentDont expect payment to share brand products,use hashtags,and share contentInfluencers and UGC:Understanding the differenceSocial Commerce Guide14In the post-sale advocacy phase,customers share positive impressions and sto

53、ries about a brandfor example,by posting social content that showcases the product in a positive light.This also happens when a customer leaves a positive review or shares positive sentiment in real time via Stories or livestreamed content.Using UGC beyond social mediaBrands can use UGC off-network

54、in addition to publishing it on social media.After seeing which what types of UGC perform well on social,sellers can repurpose this for their landing or product pages to help increase conversions.A massive 84%of millennial consumers claim that user-generated content on company websites has influence

55、d the way they shop online.14UGC out in the wild:examplesWell-known fashion brand Levis uses the power of UGC to influence newsletter conversions on its website.Using the#LifeInLevis hashtag,the brand strategically places UGC below the fold,next to a call-to-action offering 15%off your next order wh

56、en you subscribe to Levis newsletter.Another powerful way to use GC is by sharing content from happy customers.Here,skincare company Drunk Elephant highlights UGC on their Instagram feed by reposting a photo of a brand advocate whos shared a positive review.Social Commerce Guide15UGC isnt limited to

57、 fashion,furniture,and skincare products.For example,food brand Lays uses UGC to promote their potato chips and show their audience enjoying them in different settings.Turning UGC into shoppable postsBrands can take UGC and turn it into shoppable posts by reposting the customers content to their fee

58、d and adding product tags so users can quickly and easily check out on-or off-network.Womens fashion boutique HelloMolly used UGC from their customer StyledbyMckenz to create a shoppable post.This is an example of off-site social commerce,with the post leading a potential customer to the product pag

59、e for this dress in three steps.Social Commerce Guide16Lingerie company MeUndies also uses off-network shoppable UGC.Here,UGC from customer veroocampos was used to create a shoppable post to promote MeUndies new earth tones collection,encourage followers to view products,and complete the steps to pu

60、rchase.Swimwear boutique Monday Swimwear uses shoppable UGC in an on-network commerce strategy.For example,using UGC from BarbaraBrigido,they reposted her photo to their feed,added the product tag,and created a seamless way for prospective customers to buy the same bathing suit.Social Commerce Guide

61、17Three quick tips to get UGC from your audience1.Make it easy50%of consumers want brands to tell them what type of content to create and share.15 Assess the path to purchase and create calls to action to motivate your customers to create UGC.Heres where to start:Immediately after purchase When they

62、 receive their product or service After they get the results from their product or serviceGive customers an Instagram story to post after making a purchase,send a note with a product that asks them to share their unboxing,and send them an email a few days or weeks after receiving their product askin

63、g them to share their feedback on social media.2.Offer an incentiveAllow your customers and audience to create UGC in exchange for a prize.For example,US travel group Travelocity gave away a dream vacation and asked their followers to enter using the hashtag#IWannaGo.The result?Over 25,000 people cr

64、eated and shared content to win the grand prize.16Social Commerce Guide183.Create a hashtagInclude a branded hashtag in your bio and ask your followers to tag their content so that it appears on your feed.This tactic will help build your community and give you a source to uncover and use UGC in your

65、 campaigns.Pro tip:If asking your audience for UGC feels too time-consuming,use social listening tools like Hootsuite Insights to find emerging topics relevant to your brand,then use TINT to find timely UGC that you can publish to your most effective channelswhether thats social media,email,your web

66、site,or elsewhere.Online furniture company Article does this well by encouraging their audience to tag product photos with#OurArticle for a chance to be featured on their social feeds.Social Commerce Guide19Keep your audience engaged and measure your successTo build lasting relationships and drive s

67、uccess with social commerce,youll need to go beyond measuring your success in likes,comments,shares,or even sales.A lasting strategy to drive growth is all about developing meaningful relationships with your future and current customers.Build lasting relationships with messagingA huge part of succes

68、sful social commerce is the relationship companies create with their audience and the level of communication they provide through messaging on Facebook and Instagram.In a recent poll by Facebook,63%of respondents said theyd messaged brands more often on messaging apps than years before.17 This type

69、of instant engagement can smooth the process and keep customers happy across all stages of their journey from awareness to advocacy.Clothing company prAna uses Facebook Messenger marketing to showcase its products while helping customers through the buyers journey.The entire messaging process is aut

70、omated,letting the customer converse with a chatbot to find the clothing selection theyre looking for.Social Commerce Guide20Measure the success of your social commerce initiativesAs you launch your social commerce program,plan to track the following metrics,watching for significant increases or dec

71、reases that can be attributed to your content or activity.For example,adding UGC to your checkout page should lead to a decrease in abandoned carts,and adding a chatbot to your website should increase your conversion rates.Micro and macro metrics to measure Audience growth Email sign-ups Engagement

72、rates Form submission Website traffic from social Cart abandon rate Sentiment Average order value Complete transactions Customer lifetime valueIf youre finding that social commerce isnt performing as you expected,consider whether youre creating content that resonates with your audience.Make sure you

73、r content aligns with what your followers want to see.Otherwise,your marketing efforts may be going out to the wrong crowd.Both Facebook and Instagram have detailed analytics that provide insights into the demographics engaged with your brand and will help you target and design your campaigns for gr

74、eater success.Social Commerce Guide21Eight tips for mastering social commerceNow that youve covered the basics of using social commerce to improve the buyers journey,tap into the influence of your audience,keep your audience engaged,and measure your success,here are eight tips you can use to level u

75、p the effectiveness of your social commerce initiatives.1.Make purchasing easyYour audience needs to feel like making a purchase natively on social media is seamless and straightforward.Integrate autofill options at checkout and use Heyday by Hootsuite to set up chatbots that can answer any consumer

76、 questions quickly.Then,regularly put yourself in the shoppers shoes and ask,“How can I improve and streamline this experience?”2.Provide lots of detailEnsure that your product descriptions are detailed and include specifications,sizing,features,care advice,benefits,and price.If your budget allows f

77、or it,hire a copywriter to craft professional copy that will help with conversions,and/or a photographer to create professional images for your product lines.Social Commerce Guide223.Test low and high price pointsMarketers understand the value of testing different strategies,and your pricing strateg

78、y should be no different.Experiment with different price points on products and see if this impacts your conversion rates.And dont be surprised if high-ticket items dont convert as wellcustomers are not as likely to spend big on a product they havent seen in person.4.Sharpen your accountsConsider ho

79、w youre organizing your online storefrontits the new shop window.Ensure that your bio is consistent with your brand and its image,and take the time to create an aesthetically pleasing social feed.Famous makeup brand Sephora does this well.5.Humanize your marketingUse UGC to build a strong connection

80、 between your brand and your customers and create a sense of belonging and community.6.Use UGC to drive conversions and engagementUGC is one of the few marketing tactics that works well at each customer journey stage,making it an excellent choice when youre looking to increase awareness and conversi

81、ons.How can conversational AI take you from chat to checkout?Learn how to master messaging in the age of social commerce with this free ebook from Heyday by Hootsuite.Social Commerce Guide23Ready to learn more about the trends shaping social media?Hootsuites Social Trends report has all the insights

82、,analysis,and data you need to craft a winning social media strategy for the year to come.7.Test and refine Test various creative assets with different audiences,track where your followers drop off,and test again with new content to see whether this moves potential buyers to the next stage of their

83、journey.Marketers tend to focus on macro conversion goals such as purchases,downloads,and bookings.Social commerce and UGC offer you a way to test for micro-conversions and further optimize your sales process.8.Plan for the futureUse this time to build a solid audience base that can drive business f

84、or you later on.People may not be purchasing right now,but theyre keeping their eyes open and planning for the future.So engage them while you can.The doors to the online shopping mall are open.With todays customers expecting hyper-personalized shopping,frictionless experiences,and in-channel resolu

85、tion from customer-service teams,social commerce is the go-to strategy to satisfy this need,generate audience engagement,and increase the effectiveness of your digital commerce strategy.Ready to learn more about the trends shaping social media?Hootsuites Social Trends report has all the insights,ana

86、lysis,and data you need to craft a winning social media strategy for the year to come.Social Commerce Guide24With Hootsuite+TINT,you can find,curate,and share authentic user-generated content across all your social channels.Humanize your marketing Find and share UGC to build a strong connection betw

87、een your brand and your customers.Create and launch engaging UGC campaigns Leverage UGC across multiple formats and social channels.Use UGC across all touchpoints Amplify reach and drive engagement by sharing UGC via social media.Test and refine Use social listening to test content strategies and mo

88、nitor engagement to test for micro-conversions throughout your customer journey.Prove return on investment TINT and Hootsuite connect with other business tools to enable workflow automation and data aggregation to show ROI.Increase campaign effectiveness Building brand loyalty with social media and

89、UGC will set you up for success.Social Commerce Guide25Endnotes1 Research and Markets.Social Commerce:Global Market Trajectory&Analytics.2021.2 Hootsuite and We Are Social.Digital 2021.3 eMarketer.Why Small Businesses Could Benefit from the Launch of Facebook Shops.2021.4 Meta for Business.Create a

90、mobile storefront with Instagram.5 Meta for Business.Barbour:An Instagram Shopping Case Study.6 Meta for Business.Zimba:Instagram Ads Case Study.7 TINT.Social Commerce:The Definitive Guide to Selling More Online with Social.8 Business Insider.Gen Zers have a spending power of over$140 billion.2020.9

91、 Pew Research Center.What We Know About Gen Z So Far.2020.10 Hootsuite and We Are Social.Digital 2021.11 TINT.The Big List of User-Generated Content Stats.2021.12 The GovLab.The Power of Virtual Communities.2020.13 TINT.46 Mind-Blowing Stats About User-Generated Content.2020.14 TINT.46 Mind-Blowing

92、Stats About User-Generated Content.2020.15 TINT.The Complete Guide to UGC.2021.16 TINT.Social Media Case Study:Travelocity.17 TINT.Social Commerce:The Definitive Guide to Selling More Online with Social.2021.The global leader in social media managementWith over 200,000 paid accounts and millions of

93、users,Hootsuite powers social media for brands and organizations around the world,from the smallest businesses to the largest enterprises.Hootsuites unparalleled expertise in social media management,social customer care,and social selling empowers organizations to strategically grow their brand,businesses,and customer relationships with social.Social marketingSocial sellingSocial customer careEmployee advocacyTrusted by leading brands worldwideTry it today or request a demo at