experience that's built on a time-based group behavior, exclusive to a shoppingclub," explains Errol.
Social Commerce and the Social Internet
This entirely new buying experience isbuilt on a social business model."There is no SEO, there is not thetraditional customer acquisitionstrategy," he said. It's all done throughviral advocacy and incentives that aredriven by the customer membership.Enter the age of the "Second internet,or the social internet." What Errol isreferring to is the "evolution of the awareness that people are interconnected now."This power can be utilized to do many things. It's no longer an individual browsingor shopping experience. At first, the Internet gave us the power to research, whereGoogle was the prominent player. It was about the individual researching andgetting information, the individual finding out what to buy. To a certain degree,this first push was
driven by "the convenience and wealth of information that I nowhave access to." This new social movement, with its leader being Facebook, is allabout the fact that "we're connected and aware of each other. It's not a one-to-onerelationship between me and the brand; it's a whole interconnected group, and ournature to be socially connected now is an experience that drives new ways of behaving," continued Errol.
The Six Tenats the Drive Social Behavior
Six tenets drive social behavior and social psychology,Errol said, and these
tenets come into play in varying degrees when people make decisions. These tenetsare not only the drivers of social behavior, but, in Errol's view, also the recipe forsuccess for any social marketing strategy or campaign.
1. Social Proof
: We as individuals tend to follow the crowd. Crowd-sourcingbusinesses that have successful used this principle abound
from music discoveryplatforms like OurStage to fashion prediction communities such as Krush.
: People want to follow an authority, such as a brand, retailer, or anexpert. For example, when a well-known designer like Naeem Khan, who hastwice dressed Michelle Obama for black-tie state dinners, says feathers are going