Tag Archives: social commerce

Q&A: Michael Lazerow On The Growth Of Social Media, Social Commerce, And Attribution

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Mike Lazerow, Buddy Media

As Chairman and CEO of Buddy Media, a preferred platform for Facebook management by eight of the ten top global advertisers, Michael Lazerow is a widely recognized thought leader on digital media and marketing trends. We caught up with him to discuss the growth of social media, social commerce, and social media attribution, as well as the role tag management plays in helping marketers better understand customer’s path to conversion.

Q: In a recent study your company did with Booz & Company, ”Campaigns to Capabilities: Social Media and Marketing 2011,” you guys revealed that while marketing dollars are increasingly shifting toward social media efforts there are still many marketers who don’t understand ROI. Why is that?

A: There are a couple of factors at play here. Many brands don’t know what they should be measuring or even what they are able to measure. If you don’t decide upon attainable objectives, then it is nearly impossible to gauge any sort of return on investment. Continue reading →

Getting Social e-Commerce Ready With Tag Management

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As Cyber Monday approaches, a lot of e-tailers are  contemplating the ROI of social commerce. While full service social commerce, such as setting up a store on Facebook might be a viable move for big players, like Procter & Gamble with its Pampers store on the social site, for smaller businesses the major play lies in adding social plugins, such as “Like” or “Share,” to their e-commerce sites.

The truth is, consumers aren’t visiting social networks to do their shopping. A recent simplyZesty article reported that Forrester found that the conversion rate for Facebook stores was equal to that of standard e-commerce stores, at between 2-4%, while also attracting Continue reading →

Infographic: Why Isn’t Online Shopping More Social?

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With the assistance of Ghostery, we’ve put together some data showing that social plug-in adoption among IR500 websites lags far behind adoption among all top sites. While 50% of all sites have a Facebook plug-in and 42.5% have a Twitter plug-in, it turns out that only 31% of the IR500 have any social plug-in at all (see our infographic after the jump).

This despite evidence that shoppers are becoming increasingly social, with 58% of online consumers having “followed” a retailer through Facebook, Twitter or a retailer’s blog.

While e-commerce sites generally feature less shareable content than publishers, we have to wonder if Continue reading →