Swipely is similar to Blippy in that the idea is to make your everyday transactions social. But the two differ greatly in their execution. The key idea behind Swipely is to “add value to every swipe,” Davis says. What he means by this is that with every swipe of a credit card, Swipely wants to make that information more useful to both you and your friends. It’s not about how much you’re spending (Swipely doesn’t show that), but rather, where you’re spending your money and what you’re buying.
Swipely provides a secure platform for consumers to recommend purchase experiences, discover new places and products through trusted friends, save money, and have more fun shopping. Our vision is to reinvent how people shop, share and save by adding value to every swipe.
he obvious opportunity is to turn Swipely into a targeted ad platform: Like Blippy, Swipely is a social shopping platform that works by creating a Twitter-style online news feed of purchases made using customer, bank and credit card accounts linked to the site. Since ad targeting based on real purchasing data is superior to targeting based on demographics, psychographics or sociographics, it follows that if Swipely can build its user base then it can become a compelling ad platform.
The Economist's journal Intelligent Life has published an interesting article (archived below) on social commerce (focusing on user ratings and reviews). The article got us thinking about the authority heuristic (mental shortcut) in social commerce that people use to choose. In addition to customer reviews, we know people are influenced by friends and experts. Add celebrity into the mix – and you have the four corners of social influence covered for social commerce.
Social Shopping portal ThisNext has just snapped up rival StyleHive, a few days after securing $1.2m funding. The celebrity fashion-led StyleHive could add some Glitterati fun to the functional but dry style of ThisNext – increasing it’s aspirational appeal.
The deal may allow ThisNext/StyleHive (subsumed under a new holding entity, CurateMedia) to become a more powerful Social Shopping portal – driving more purchases (and therefore affiliate revenue), because it could combine functional peer reviews (customers, friends) with inspirational celebrity appeal.
Wishpot, the social bookmarking site that does universal wishlists and gift registries, is launching Wishpot Social Commerce, a new service allowing retailers and publishers to integrate Wishpot features directly into their websites.
Group-Buy deal aggregator, LocalOfferLounge has rebranded as DealRadar, offering local social commerce deal feeds (email, Twitter, Facebook or RSS) that are consolidated from the myriad of group-buy sites appearing across the web.
Social Commerce Today is a blog about new trends and technologies in “social commerce” – the use of social media tools to help online shoppers shop and online sellers sell. Social Commerce Today is sponsored by the European interactive agency group Syzygy and edited by digital ethnographer Paul Marsden.
Interesting presentation on social commerce from Matt Moog of reviews site Viewpoints and of “triple bottom line of social commerce” fame (the triple bottom line being 1) Sales and Traffic, 2) Actionable Customer Insight, 3) Customer Loyalty and Advocacy). Matt argues that four web trends (dominance of search, growth of social web, influence of [e-]commerce and the disruption of media/advertising) make the time right for social commerce.
The Social Commerce Summit 2010 has come to a close. Thank you to everyone who made this sold-out industry event so successful. Please check back for announcements about the 2011 Social Commerce Summit.
This is a presentation given at Social Commerce Camp DC on the foundations and components of social commerce. This includes a case study of Browncoats: Redemption, a fan film for charity that is using social commerce to raise $500,000 for charity.
IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.
It’s important to note that these eras aren’t sequential, but instead are overlapping. We’ve already entered and have seen maturity for the era of social relationships, have entered social functionality but haven’t seen true utility, and are starting to see threads of social colonization with early technologies like Facebook connect. Soon these federated identities will empower people to enter the era of social context with personalized and social content. The following diagram demonstrates how we should expect to see the eras play out in the future –with social commerce the furthest out.
1) Era of Social Relationships: People connect to others and share; 2) Era of Social Functionality: Social networks become like operating system; 3) Era of Social Colonization: Every experience can now be social; 4) Era of Social Context: Personalized and accurate content; 5) Era of Social Commerce: Communities define future products and services.
With the growth of local commerce on the Web, the links between online and physical commerce are becoming stronger. In a guest post on TechCrunch, Alex Rampell, the CEO and founder of TrialPay, explores the forces behind what he calls “online2offline” commerce.