《電子商務(wù)-管理與社交網(wǎng)絡(luò)視角（第八版）》Chapter7

Chapter7SocialCommerce:Foundations,SocialMarketing,andAdvertisingLearningObjectivesDefinesocialcommerceanddescribeitsrootsandevolution.Describethescope,drivers,andcontentofthesocialcommercefield.Summarizethebenefitsandlimitationsofsocialcommerce.Describethemajormodelsofsocialshopping.Explainhowadvertisingandpromotionsareconductedinsocialnetworkingenvironments.Describehowsocialnetworkingcanfacilitatecustomerservice,customersupport,andCRM.SocialCommerce:

DefinitionsandEvolutionDefinitionsandCharacteristics*Socialcommerce(SC)TheEvolutionofSocialCommerceTheFoundationofSocialCommerceTheMajorRootsofSocialCommerceTheContentoftheSocial

CommerceFieldTheLandscapeandMajorComponentsoftheField*SocialMediaMarketing(SMM)*Enterprise2.0ExamplesofSocialEnterpriseApplicationsTheMajorDimensionsofSocialCommerceTheBenefitsandLimitationsofSocialCommerceBenefitstoCustomers

BenefitstoRetailersBenefitstoOtherTypesofEnterprisesTheSocialBusiness:AnIBMApproach*

SocialbusinessNeworImprovedBusinessModels*

BusinessmodelConcernsandLimitationsofConductingSocialCommerceSocialShopping:Concepts,Benefits,andModelsDefinitions,andDriversofSocialShopping*SocialshoppingTheDriversofSocialCommerceConceptsandContentofSocialShoppingWhyShoppersGoSocial*CommunalshoppingSocialShopping:Concepts,Benefits,andModelsTheRolesinSocialCommerceConnectorsSalesmenSeekersMavensSelf-sufficientsUnclassifiedsBenefitsofSocialShoppingWhatComponentstoExpectinaSocialShoppingSiteVisualSharingOnlinediscussionsJournalsofproductsandtheiruseGuidesSocialShopping:Concepts,Benefits,andModelsTraditionalE-CommerceSiteswithSocialMediaAdditionsTheMajorTypesandModelsofSocialShoppingGroupBuyingDealPurchases(FlashSales)OnlineShoppingTogetherinReal-TimeShoppingTogetherSitesCo-ShoppingOnlineShoppingCommunitiesSocialShopping:Concepts,Benefits,andModelsCommonFeaturesinCommunitiesandForumsUserforumsUsergalleriesIdeaboardsQ&AforumsBrandcommunitiesComprehensive(multipurposecommunities)ExamplesofShoppingCommunitiesPKaboodle--aUniqueSocialShoppingCommunityPrivateOnlineShoppingClubsSocialShopping:Concepts,Benefits,andModelsOtherInnovativeModelsFindwhatyourfriendsarebuyingWaneloFilteringconsumersreviewsRealGiftsVirtualgiftsSocialauctionsGettinghelpfromfriendsShoppingwithoutleavingFacebookCrowdsourcingshoppingadviceHelpingbloggerssellproductsEventshoppingSocialShopping:Concepts,Benefits,andModelsSocialShoppingAids:FromRecommendationstoReviews,Ratings,andMarketplacesRecommendationsinSocialCommerceRatingsandReviewsSocialRecommendationsandReferralsIllustrativeExamplesofRecommendationSitesExample:HowIntuitCorp.HelpsConsumerswithRecommendationsConcernsaboutSocialReviewsandRecommendationsOtherShoppingAidsandServicesYelp:TheShoppers’BestHelperCollaborativeReviewsDealingwithComplaintsSocialShopping:Concepts,Benefits,andModelsSocialMarketplacesandDirectSales*

SocialmarketplaceDirectSalesfromWithinSocialNetworksSocially-OrientedPersontoPerson(P2P)Selling,Buying,Renting,orBarteringP2PLendingP2PSharing(alsoknownascollaborativeconsumption)SocialShopping:Concepts,Benefits,andModelsShoppingforVirtualGoodsinaVirtualEconomy*Virtualgoods*VirtualEconomyWhyPeopleBuyVirtualGoodsGeneratingspecialexperiencesGeneratingemotionsSmallpurchasesmakepeoplehappierVirtualgoodsarelowcostandlowhassleReal-TimeOnlineShoppingSocialShoppingintheNearFutureSocialAdvertising:FromViralAdvertisingtoLocation-BasedAdvertisement/MarketingSocialAdsandSocialAppsViral(Word-of-Mouth)MarketingandSocialNetworking*Viralmarketing*ViralBloggingOtherViralMarketingMethodsLocation-BasedAdvertisementandSocialNetworksSocialAdvertising:FromViralAdvertisingtoLocation-BasedAdvertisement/MarketingGeosocialNetworks*GeosocialnetworkingTheTechnologyforLocation-BasedSocialNetworksHowLBSWorksFoursquareanditsCompetitors

HowFoursquareWorksChangesinBusinessModelCompetition:BrightkiteandFacebookPlacesStrategyforSmallBusinessesinLBSPrivacyConcernsforLBSOpt-InVersusOp-OutSocialAdvertising:FromViralAdvertisingtoLocation-BasedAdvertisement/MarketingUsingYouTubeandOtherSocialPresentationSitesforAdvertising*ViralVideosUsingTwitterasanAdvertisingandMarketingToolRecruitingandfindingjobsBranddisplayMarketresearchDeliveringoffersCollaborationCustomerserviceUsingprofessionalstoenhancecompanypresenceonTwitterCosteffectivenessSocialAdvertising:FromViralAdvertisingtoLocation-BasedAdvertisement/MarketingOtherInnovativeWaystoAdvertiseinSocialMediaTheChangingRulesofBrandingUsingBlogsUsingCouponsMobileAdvertisingSocialCustomerServiceandCRMHowDoesSocialNetworkingEmpowerCustomers?SocialCRM*Customerrelationshipmanagement(CRM)*

Socialcustomerrelationshipmanagement(SCRM)TheComponentsofSocialCRMHowtoServetheSocialCustomers*

SocialcustomersMethodsandGuidelinesforSocialCustomerServiceMethodsandGuidelinesforSocialCustomerServiceTheEvolutionofSocialCRMTheElementsofSocialCRMSocialCustomerServiceandCRMCipriani’sMultidimensionalPresentationTheLandscapeTouchPointsEvolutionofBusinessProcessesinCRMTheEvolutionofTechnologyOrganizationalMindsetConclusionsTheLandscapeofCRMvs.SCRMSource:CourtesyofF.Cipriani,“SocialCRM:Concept,Benefits,andApproachtoAdopt,”November2008./fhcipriani/social-crm-presentation-761225(accessedDecember2014).Usedwithpermission.TouchPointsinCRMversusSCRMSource:CourtesyofF.Cipriani,“SocialCRM:Concept,Benefits,andApproachtoAdopt,”November2008./fhcipriani/social-crm-presentation-761225(accessedDecember2014).Usedwithpermission.TheEvolutionofBusinessProcessesinSCRMSource:CourtesyofF.Cipriani,“SocialCRM:Concept,Benefits,andApproachtoAdopt,”November2008./fhcipriani/social-crm-presentation-761225(accessedDecember2014).Usedwithpermission.TheEvolutionofTechnologyfromCRMtoSCRMSource:CourtesyofF.Cipriani,“SocialCRM:Concept,Benefits,andApproachtoAdopt,”November2008./fhcipriani/social-crm-presentation-761225(accessedDecember2014).Usedwithpermission.TheOrganizationalMindsetforSCRMSource:CourtesyofF.Cipriani,“SocialCRM:Concept,Benefits,andApproachtoAdopt,”November2008./fhcipriani/social-crm-presentation-761225(accessedDecember201