BBDT 2174 SOCIAL

COMMERCE
Marketing, Technology and
Management
1st Semester, Year 2022/23
Lecturer: Ms Lim Wai Wai
Email: limww@tarc.edu.my
Consultation hours: tba
019 8
0 0 49
66
 HOW TO STUDY FOR THIS COURSE?

Tutorial
Questions Read
Extra
Notes

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 OVERVIEW OF THIS COURSE

PART II: SOCIAL MEDIA MARKETING (SMM)

PART I: FOUNDATIONS
1. Introduction
2. Tools & Platforms

4. Marketing Comm in Social Media

5. Customer Engagement & metrics
10. Strategy & Performance Mngt

3. Supporting theories & concepts

11. Implementing SC systems
PART IV: STRATEGY &
IMPLEMENTATION

6. Social Shopping
7. Social CRM
Social Commerce

PART III: SOCIAL ENTERPRISE, OTHER APPLICATIONS

8. Social Enterprise & Crowd Sourcing
9. Innovative Social Commerce Apps

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 CHAPTER 1

Introduction to Social Commerce

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 LEARNING OBJECTIVES

1. Define social computing and the Social Web.

2. Describe the Social Web revolution.
3. Describe the essentials of Web 2.0 and social media.
4. Define social commerce and describe its roots and
evolution.
5. Describe the content of the social commerce field.
6. Define social media marketing.
7. Describe Enterprise 2.0.
8. Benefits and limitations of social commerce.

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 Opening Case: Starbucks Goes Social

Retailers
Retailers

Reference: www.starbucks.com.my 6
 The Problem

Operating income
economic
2007 1 b slowdown
People spend less

2008 504 m
2009 560 m competition
Competitors increase

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The Solution: i) Going Social

https://ideas.starbucks.com/
Source the new ideas from the crowd (customers/ public)

Being active in these social

media platforms, to increase
brand awareness (catching eyes
from customers)

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The Solution: ii) Going Digital
Online Order Launch delivery/
pick up service

Mobile Order & Pay

Gift Cards

iPhone Android

Wifi friendly in all

branches
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 The Results
2010 - operating income X3 :
$1.4 B compare in 2009
- stock price
2011 - operating income : $1.7 B

2012 - top social media stars =>

Fortune Magazine (Fortune
2010) 10
Lessons Learned from this Case

Social media to engage

with the customers is
important

$www.starbucks.com
$ 11
Social Computing and the Social Web

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Social Computing and the Social Web
Social Web Revolution F-Commerce

Source: https://www.oberlo.com/blog/facebook-statistics viewed Sept 2021 13

Social Computing and the Social Web

Social media statistics world wide as July 2021

ranked by number of active users:
https://www.statista.com/statistics/272014/glob
al-social-networks-ranked-by-number-of-users/

Source: www.statista.com viewed Sept 2021

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 Fundamentals of Web 2.0
Whatsapp messaging
User Generated
Content
interactivity
Content done by
people( facebook UGC content-sharing
content/ video)

real-time enhance
updates
Web 2.0 creativity
E.g. starbucks use crowd
dynamic sourcing
collaboration
webpages
community- Zoom meeting to
collaborate with friends
Create community/ group for discussion 15

for a topic e.g. budget trip grp based input when doing assignment
 Web 1.0 vs Web 2.0
Old generation

Web 1.0 Tactics

Current trend
Banners
Web 2.0 Tactics
Emails
Newsletter
Blogs
Search Marketing
Widgets
Push Podcast
Social networks
Online videos

Pull
 What is Social Media ?

abcd
Social media refers
to the (text+
images+ audio +
video ) created by us
using the platforms

platforms & tools

– social interactions and conversations, share

opinions & experiences 17
 Social Commerce: Definitions
One section of
the E-commerce
E.g. Doing
business in
Social
Business ?
SC
Facebook
market
?

E-Commerce
- buying, selling, transferring or
exchanging products, services and/or
information via computer networks
(Internet & Intranets)

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Social Commerce: Evolution

E-Commerce Web 2.0 /

E-Marketing Social Media

Social
Commerce

Support
Theories

Figure 1.1 The Foundation of Social Commerce 19

Social Commerce: Evolution

Figure 1.2 The Major Roots of Social Commerce 20

 The Content of the
Social Commerce Field

The Landscape and Major Components of the

Field (Fig 1.3)
a) Social Media Marketing (Part II)
b) Enterprise 2.0 aka Social Enterprise (Part III)
c) Technology & Support (Part IV)
d) Mngt & Organisation (Part IV)
e) Other Apps (Part III)

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Fig 1.3 The Major Dimensions of Social Commerce

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Figure 1.4 The Foundation of Enterprise 2.0

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 The Benefits of Social Commerce
Customers
Enterprises
-less cost to get ideas
(by using
crowdsourcing)
-good relationship
with their employees
-Convenient to & customers
share information
-easy to get
recommendation
PAGE 35
(read reviews/
rating )
-suite our lifestyle
-multiple choice Merchant
of products -get feedback frm
Retailers
customers (for
improvement)
-free (word-of-mouth)
advertisement 24
The Limitations of Social Commerce
CHAPTER 11 will go further

Security and Doubts about

Poor systems
liability ability to govern
integration
exposures effectively

Poor
Doubts about organisational
ROI/value technology
adoption

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Fig 1.5 The Process of Conducting Social
Commerce

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