WPP：2019中国社交电商白皮书-内容、转化与变现（英文版）（48页）.pdf

1、WPP CONTENT, CONTENT, CONVERSATION CONVERSATION he or she wants to be immersed in an experience, to engage with like-minded individuals, and to share their perspectives within their network. E-commerce Social Media Social Commerce 5 SOCIAL COMMERCE INTRODUCTION Consumer “voice has always existed, bu

2、t it has never been as quantifiable, manageable and actionable as it is today. Social Commerce, formerly a subset of e-commerce, is now challenging mainstay e-commerce platforms and also creating new commercial models for brands. Social commerce leverages influence (both paid and organic), to captur

3、e users attention and stimulate purchase through any social or e-commerce touchpoint. WPP Social Commerce Used by established brands with larger budgets that are driven primarily through paid advertising on e-commerce platforms with a focus on funnel conversion. Used by challenger brands keen to dev

4、elop a social following around a key differentiator that is inspired from a thorough understanding of the consumer, with the ambition of establishing a direct-to-consumer (DTC) relationship. Acquisition Engagement Conversion Retargeting WOM or they can be platform-led, in which case brands will have

5、 to collaborate directly with influencers or KOLs of that platform or have a multi-platform reach. On the Y-axis, our social commerce activities can be reward-led; in other words, a brand or influencer rewards the consumer for sharing brand information or referring customers to result in the sale of

6、 a product. Or, finally, they can be interest-led, where brands focus their marketing activities on a vertical channel within a larger platform, leveraging its editorial content, consumer communities, influencers, and linking platform activities to a store from where you can purchase a product. We h