Category: Brand

  • On the first death of Facebook Commerce…

    Towards the middle of last year, I’d written a column at afaqs on how social and commerce were in a relationship. A few months later, I revisited the premise on a tangent and wrote an article for Kuliza titled “Social + e-commerce ≠ Social Commerce“. (pg 25)

    All through last week, after the Bloomberg report, in which a Forrester analyst phrased it as “But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar“, I’ve been reading post after post proclaiming the demise of what has been called f-com. (Facebook Commerce) It finally made me tweet this

    I realised later that a similar statement had already been made – “Opening a storefront does not mean you have a social commerce strategy…” ~ Justin Yoshimura. In fact, f-com itself should only be one part of a brand’s larger Facebook strategy. The advice being given to brands, along with the news of the demise, is that they should make their own e-com sites more social. Fair enough, but what I don’t get is the mutual exclusivity. Indeed, if brands have adopted an f-com strategy that basically allows users to buy the same things available at their e- store, I wonder why they thought users would flock there. Yes, it does give the brand visibility, proximity to the customer, use of the social graph (like, recommend, share) etc but to the user, there’s really no value. In fact, f-com checkouts are apparently much slower.

    Examples of ‘inherently social businesses’ (entertainment, music, games) are being taken as exceptions to the closure trend. IMO, every business (arguably) is inherently social, the trick (actually the hard work) is in finding the social context. Many brands have created value through fan-exclusives, (Heinz) CRM initiatives (Starbucks) free sampling (Pantene) etc. I can understand that coffee is probably social, but shampoo and ketchup?

    Part of the fault is to do with the astronomical predictions on the kind of sales these Facebook storefronts were going to generate, part of it is to do with the trigger-happiness that unfortunately shadows most of everything on social platforms.  If brands learned to also pay attention to interest graphs on the network, and create scenarios that use the inherent (and phenomenal) social graph and new features like friction-less sharing better, Facebook can play an excellent role in the overall e-com strategy. As always, the answer is in focusing on user behaviour and experience and not allowing technology and fads to create a myopic vision. The old adage holds – Fail fast. Learn fast. Fix fast.

    until next time, f-c’mon

  • Brand Timelines

    So it looks like Facebook will start releasing the Timeline feature to brands very soon. Though it is still unknown how this will turn out, there are already what-to pieces across the web. As a page admin, I’ve already given the brief for a cover photo. 🙂

    It’s something I’m looking forward to, since, if I have to go by the options the feature has given to individual users, there might be some interesting opportunities for brands. This is not just to do with my interest in brandstreams or the potential for collaboration that I hope FB would unleash some day, but also because it allows brands a new storytelling avenue, especially through apps like say, Pinterest.

    This is despite not knowing how apps will feature in the new Pages, and in spite of (sometimes damaging) consumer voices floating in between the rosy picture the brand might paint, thought the latter is something most page admins are now used to since the official Reviews, Discussions tabs disappeared.

    But these changes also offer a cautionary note to not brands be too dependent on any single platform. As consumer data becomes more of a discussion point and individuals take their identity and information more seriously, this is a good time for a brand to start thinking about setting up a direct line with its consumers and their information.

    until next time, information timelines

  • Serendipity in the age of data explosions

    One of the reads I look forward to every week is Neil Perkin’s curated list of posts from across the web. And unfailingly, I get at least a couple of articles that offer me food for thought, and in general, giving me much better fare than the two kinds of automated services I am familiar with – one based on my interests, and the other based on my social connections’ shares.

    A fortnight back, two related articles caught my attention – the automation of online advertising and the client side data revolution, both of which point to how user data is going to be harnessed by increasingly efficient tools built by technology companies. Data that goes beyond the cliched demographic criteria and moves towards personalised marketing that encompasses evolving factors like real-time and social.

    This actually made me think of the joys of serendipitous discovery-the kind that happens when I go book shopping (in a real bookstore) and find a book that I had never heard of but am likely to cherish-and its future in a world of ubiquitous and easily manageable data.

    And guess what I found in Neil Perkin’s list last week – this amazing post at HBR about AmEx’s Nextpedition – a travel service that doesn’t have an itinerary and instead is full of surprises. Towards the end of the article is a clue on how the future could create a well crafted mix of the two – to deliver randomness we will have to be on better terms with randomness. Powered by massive amounts of data, an experience that will be exactly the right measure of customised randomness.

    until next time, a cliched appendage – serendipity 2.0. 🙂

  • Clear Blue Oceans

    The last week, I encountered a few ‘brand response scenarios’ – two of them in which I was directly involved, and one where I was just an onlooker. Since this is an area where I also spend considerable time, as part of my job, I thought I’d share some perspectives too.

    The first one involved a hotel booking. After reading excellent reviews on TripAdvisor and skimming through a well made website, I decided to send them a mail. For 2 days I received no response. I noticed that they were on twitter, and send them an @ message. No response from there too, though they continued to update with promos and news shares. In the meanwhile, I also sent a mail to an alternative id given on the site. After more than a week, I got a response, by which time, I had already booked another place, which responded in less than 24 hours. A deal of about Rs.25000.

    We bought a new television from a retail chain after seeing an offer in the newspaper. As the regular story goes, they delayed (from their committed time) by more than 48 hours and (uncharacteristically and quite reluctantly) I made a huge scene at their outlet. In the meanwhile, I also posted on their FB wall (as a response to the image of the ad which had lured me) and sent them an @message on Twitter. The FB response took more than 48 hours and asked me to send a mail to a certain id. The product had been delivered by then, and I told them that. The next day, a tweet response followed, asking me what the problem was. 😐 No deal lost, but no love lost either.

    In ‘Who Cares?‘, Godin talks about exactly these kind of scenarios, and from there I quote, “Caring, it turns out, is a competitive advantage, and one that takes effort, not money.” The third scenario is an excellent example of this at work.

    Much has been written about it already, so you can read the posts, linked to below, to understand what the Cleartrip Hurry Algorithm ‘controversy’ was all about. This isn’t the first time I have regarded Cleartrip’s approach with admiration, and for good reason. This time, not only did they thank @jackerhack who pointed them to a blog post that trashed the new initiative, they also responded to that post and wrote a post of their own clarifying what they were trying to do, not just on the post itself, but also in the comments section where many people raised questions. Cleartrip has set such high benchmarks in this regard that all of the above are now standard fare expected from them, and I probably wouldn’t have written a post. 🙂 But once again, they went further. A week after this incident, a new post announced a redesigned feature that not only solved the problem the users had with it, but made it even better with more information. The result? An update on the very post that had complained in the first place. #win

    Cleartrip was listening, but then so are a lot of other companies. The difference here is caring enough to respond (externally) and creating an organisational will (internally) that works on a user problem and solves it. Not one time, but as a process.

    until next time, know response…

  • Social + e-commerce ≠ Social Commerce

    The last 2 editions of Kuliza’s Social Technology quarterly impressed me with the breadth of perspectives as well as the understanding of the subject that the authors displayed. So when I was asked if I could contribute to the third edition, it was a pleasure.. and a challenge. The result is on Page 25, but if you are interested in social platforms, I’d advise you to sink into your chair and start from Page 1 🙂

    Social technology quarterly Vol 1 issue 3 

    View more documents from Kuliza Technologies

    until next time, get social?