What Social Commerce Can Learn From Social Gaming. What could social commerce learn from social gaming?
Quite a lot we think – especially after viewing the most excellent presentation (embedded below, with slides) from Jesse Schell, Professor of Entertainment Technology at Carnegie Mellon University at the 2010 DICE Summit (Design, Innovate, Communicate, Entertain). Schell discusses how game psychology drives the commercial success of social games; the games are built ground-up to drive use and sales; psychology is programmed into the app – with compelling incentives, rewards and challenges.
Compare the success of social gaming to that of social commerce – sure the big social commerce platforms – Facebook, Groupon et al, and Gilt et al are making waves – but we don’t have our Cityville yet. To find our inner-CityVille, we’ll need to move beyond simply helping people connect and buy where they connect. So what can we learn from social gaming? Specifically, from Schell’s presentation: Bottom line, how do you get social commerce to work?
Social Media Week : le e-Commerce est mort, vive le Social Commerce. Social Commerce, building “a social layer on top of online commerce”, “turning products into conversations”, is attracting big funding, big buzz and generating big revenue.
Social Commerce Factoids Social Commerce Smart Quotes On the potential for social commerce: Mark Zuckerberg (Facebook founder) “If I had to guess, social commerce is the next area to really blow up”Andrew Mason (Groupon founder) “The size of the [social commerce] market is the size of every empty restaurant table”Bing Gordon (KPCB investment (sFund)) “The potential for social commerce today is “infinite”… Every ecommerce site will have to adapt”Christian Hernandez (Facebook) “There was an Econsultancy survey that said that 90 per cent of purchases have some sort of social influence – your friend recommended it, or you saw it on somebody. Until now there’s been no way of getting that ‘girls in the mall’ effect on a large scale. On the rationale for social commerce. The Future of F-Commerce is Here: And It’s Called ASOS [Screenshots. So ASOS, leading European fashion e-tailer launched its f-commerce store yesterday.
And in our view, the new f-store lives up to the pre-launch hype, setting a new gold standard for Facebook stores. The ASOS f-store – featuring the full range of ASOS products – has a lot in common with JCPenney’s f-store that the US department store chain opened up last month; logical, given that they are both built on Usablenet‘s platform. But the ASOS f-store is a whole lot more polished; compare, for instance, the two sign-up pages. Good: JCPenney Registration Better: ASOS Registration Rather than a lesser version of their own e-commerce site, the ASOS f-store holds its own – elegant in usability and simplicity (see screenshots below). The store is fully internationalised, and whilst pitched as the world’s first fully integrated Facebook Store in Europe, we had no problem purchasing from the US (see screenshots below).