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Commerce gets social: How social networks are driving what you buy
By David Rowan and Tom Cheshire (/search/author/David+Rowan+and+Tom+Cheshire) 18 January 11
Commerce gets social: How social networks are driving what you buy (Wired UK) Page 2 of 16 3fhttps://www. Strunk's The Elements of Style (fourth edition) -. every time the 25- http://www. (/topics/facebook) Ryan Romanchuk recently bought some Scott Naturals toilet paper.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 .circules.com/subscribe/wired-uk/60606).co. and get your hands on loads of additional content by subscribing online (https://www.plus a Glock 23 semi-automatic pistol (/tags/weapons). uses quad-core CPU (/news/archive/2011-01/27/sony-psp-2-ngp) they're posted online.circules.wired.com/subscribe/wireduk/60605) Swedish architecture firm proposes buildings on rails (/news/archive/201101/05/architecture-on-rails) 05 January 2011 This article was taken from the February 2011 issue of Wired magazine. Be the first to read Wired's articles in print before Leave a comment (/news/archive/2011-01/05/architecture-on-rails) A Swedish architecture firm that came up with a plan to roll buildings through a city on rails has won third prize in a competition to develop a Norwegian city » (/news/archive/201101/05/architecture-on-rails) Sony PSP 2 announced. In fact. refills for his Reach dental flosser.circules.com/subscribe/wired-uk/60606) (#CommentList) (https://www.
net/clk." he says. "I share because I get validation through my peers.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . "That initial fear [of sharing] is what really gets me excited about this space.doubleclick. It also Get the cheapest UK iPad: A buyer's guide (/news/archive/2010-05/19/get-the-cheapest-ukipad-a-buyers-guide) Should Wikipedia be responsible for gaming’s history? (/news/archive/2011-01/14/wikipedia-andgaming) RFID-powered shoes connect wearers to social media (/news/archive/2011-01/27/rfid-shoes) Get Android 2.j) if one of my friends watches a movie.2 'Froyo' for HTC Hero: A guide (/news/archive/2010-07/30/froyo-yo-hero) Can you spot all 20 things that happened on the internet in 2010? (/news/archive/2011-01/25/20things-on-the-internet) Waste incinerator doubles as laser-firing ski slope (/news/archive/2011-01/28/waste-incineratordoubles-as-ski-slope) Find out more » influences my purchases: (http://ad. Amazon (/tags/amazon) and other linked accounts. Blippy also publishes transactions on your eBay (/tags/ebay). it says users can "watch.. California.. Indeed. a lot less scary than you thought. a website that automatically and very publicly shares all of its members' credit card transactions in real time.net/clk. And because the site encourages friends to comment on items shared. It's a great feeling to find complete strangers who have watched the same movie or read the same book (/tags/books). For Romanchuk. Blippy let Google (/topics/google) (http://ad. Now the race is on to monetise it by tapping into the http://www.on The Hurt Locker at iTunes (/tags/itunes).227508490.doubleclick. or a Wolf Trap gold-mining sluice -. well.34725390.wired. "It's the most honest way I can express my interests and values.he lets the world know on Blippy.227508490. Launched last January and backed by $13 million from investors including Twitter's (/topics/Twitter) Evan Williams and Sequoia Capital." Subscribe to Wired magazine for only £2 an issue Romanchuk doesn't mind that.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 3 of 16 Facebook The most popular social networking in the world with over half a billion active users (/topics/facebook) year-old software engineer spends money -. he has now got a job there writing code.his term for the network of relationships among Facebook's (/topics/facebook) half -billion-plus users.34725390. based in Palo Alto. "You quickly realise that obsessively Portable sunshine (/magazine/archive/2011/02/s -sunshine) 20 January 2011 Related features Is Twitter the silver fox of social media? (/news/archive/200910/22/is-twitter-the-silverfox-of-social-media) Tickets now available for London Twestival 2010 reviewing the things you buy is. purchases come to life". such sharing is a means of selfexpression that earns social capital." First Mark Zuckerberg (/tags/Mark Zuckerberg) built the social graph -. I almost always add it to my Netflix queue. last April. and you have fun in the process." he says.co.j) expose some users' credit card numbers: he is hooked. and it's rewarding when others reach out about the things I reviewed that I care deeply about.
Deals had been added to empire on a budget Places (/magazine/archive/2010/12/how -. organisation and entrepreneur should have a social strategy. "Every business. have integrated Facebook's open budget) platform to let members connect with friends and share their opinions on those sites: half of comScore's Global Top 100 websites have integrated with Facebook.52 (£1. partnered with Facebook." Zuckerberg said last August.90 for an event shared on LinkedIn (http://www.60) in sales. Amazon and Zynga to launch a $250 million fund to back entrepreneurs inventing social applications and services.43 on Twitter.co.wired. "Social is just getting started and the opportunities are vast. And each time a member clicks the "Like" button on one of these sites. hundreds of startups are clamouring to build a social layer on top of online commerce.com says one Facebook share of an event drives 11 visits to the site and generates $2. That sharing generates real cash: ticketing site Eventbrite.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 4 of 16 (/news/archive/201003/12/tickets-nowavailable-for-londontwestival-2010) influence each of us wields over our friends.co. Buddy System: the The act of "turning products into conversations" may not always imply an infectious power of social obvious business (/tags/business) model -.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . social commerce is the next power-of-social-networks) area to really blow up. meanwhile. buzz and in some cases -system-the-infectioussubstantial revenue streams.wired. Kleiner Perkins Caufield & Byers (KPCB).but that's not preventing "social networks (/magazine/archive/2009/11/features/buddy commerce" businesses from attracting funding.allowing partners such as Gap and the local takeaway to reward members who check in to their local store or share offers with friends. More -to/how-to-create-an-eretail-empire-on-athan a million third-party sites. they signal their affinity for a product or a brand to their group of friends. From group-buying sites to product-recommendation services." KPCB partner Bing Gordon said at the launch. when Facebook launched How to create an e-retail its Places mobile-location service. the Silicon Valley investors who took early stakes in Google and Amazon. By November." The fund's investments in social (/magazine/archive/2011/02/start/portablesunshine) Finnish company Valkee Oy has developed a technology for sufferers of the winter blues that is almost daylight in your pocket » (/magazine/archive/2011/02/start/portable -sunshine) Rdio killed the iPod (/magazine/archive/2011/02/start/rdio-killed-theipod) Riding the data wave (/magazine/archive/2011/02/start/riding-the-datawave) One man and his life in pictures (/magazine/archive/2011/02/start/one-man-and-his -life-in-pictures) The science of swinging (/magazine/archive/2011/02/play/the-science-ofswinging) Magazine » (/magazine) http://www. Venture capitalists see a huge opportunity. compared with $0. "If I had to guess.uk/news/archive/2011-01/07/linkedin-ipo) and $0. In October.
In barely a year. of course. "We saw these 18 to 25-year-old girls going online with their most recent shopping bag from Topshop and Target.with app-based services such a Stickybits encouraging users to scan bar codes and then share product comment using video.ly/gLL8bP) about a day ago (http://twitter. On sale Thursday. Linked to our "End of Privacy" cover? about a day ago (http://twitter. a 23-year-old from Wired Twitter () "End of Privacy" cover story is a great set of essays by @stevenbjohnson (http://twitter. "a girl who loves to play around with makeup" and has accumulated 98 million views.com/WiredUK/statuses/31439180328337410 The science of swinging http://bit. The potential for social commerce today is "infinite"." Purchasing decisions. you introduce new friends to a service or goods that you value. a partner at Index Venture in London. about a day ago (http://twitter. noticed a year ago that something big was starting to happen. It is a friction-free way to build social capital effortlessly. meanwhile.com/wi http://www. And some of them had followers in the hundreds of thousands. Gordon says. Danny Rimer." he says. fashion and electronics (/tags/electronics). have always been influenced by friends' opinions. "a community of trendsetters and tastemakers who love to shop. "every we page will have your friends' profile picture on them. "All internet and connected mobile users will tap into their social networks (/tags/social_networks) daily." Today the leading YouTube video-haulers include 17-year-old juicystar07. thus earning points that can be cashed in on offers. Location-aware smartphones (/tags/smartphones).wired.com/stevenbjohnson) @jeffjarvis (http://twitter.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 5 of 16 commerce include Lockerz. explaining to the camera why these were awesome goods.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 .com/jeffjarvis) and @ajkeen (http://twitter.com or via product-discovery communities including Polyvore and Kaboodle. But the efficiencies and scale of today's social internet can transform a retail or service business overnight whether through membership-deals site such as Groupon and vente-privee. "We picked up a trend on YouTube (/tags/youtube) called v-hauling. andDulceCandy87. based on their relevance to that site Every ecommerce site will have to adapt. Eventually.com/WiredUK/statuses/31440091406663680 Reports coming in that we may have customprinted some subscribers' mags w personal data found online. add the immediacy of the socially shared real-world check-in -. Lockerz attracted 17 million members. photos and audio.com/WiredUK/statuses/31410110232264704 Become a fan Follow Wired on Facebook on Twitter (http://facebook.com/ukwired) (http://twitter. and ha strong network effects. Gordon tells Wired.co. play and connect on the web" and who earn discounts on music (/tags/music).com/ajkeen) on living transparently.ly/gLL8bP (http://bit." So.
It's one of the irrational. paid insertions or other forms of compensation. The internet lends itself to promoting and building validation." C A L E N D A R ( / E V E N T S ) (http://ad. She now states on her YouTube channel: "This blog accepts forms of cash advertising. the level of engagement is nuts. traditional marketing becomes ever less effective. an early Facebook investor.co. It makes more sense to participate in.gq-magazine. No question. Everything is going to have to integrate a social layer in commerce. which offers responses from users to the question: "Do I look good in this?" "At Go Try It On.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . 27 28 3 4 10 11 29 5 12 (/events/2011/01/12) 30 6 (/events/2011/01/06) 13 http://www. we become its greatest champion. the challenge for marketers is how you tastemake. That is what social [commerce] can do.35666207/35684048/1. the trend has huge implications.0-0. confirming that what you've bought is great." says Rimer. "When we buy something.~sscs=% 3fhttp://www." Rimer's response has been to invest in the sector. "With millions of people in the role of publisher. unexplainable but inherent bits of human behaviour. say." says LinkedIn founder Reid Hoffman. girls displaying their purchases. buying club Keynoir. 40. sponsorship.34725395.uk/style) January Events (/events/2011/01) Click a day below to see forthcoming events in the Wired calendar. the end of that activity is sharing what you've purchased with friends.doubleclick.222965910..co.4307300/250. including in Swipely (a sharing site that seeks to "turn purchases into conversations"). it's better to be in the fabric of the conversations." He cites evidence from Dan Ariely's book Predictably Irrational that consumers change from sceptics to advocates once they own a product. It really is transaction as communication. and Go Try It On. or submit your own. "It's this notion that a transaction is more communication than the be-all and end-all.uk.wired.net/click." For marketers.h=v8/3aa0/0/0/% 2a/n. We believe that when you go to checkout. social-payments platform Trial-Pay.2. With online commerce driven increasingly by social influence.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 6 of 16 Los Angeles whose videos have been seen more than 60 million times. "Rather than buy [ads in] one TV show.
The most popular Levi's jeans among Hernandez's peer group are the dark.31-1/1.h=v8/3aa0/0/0/% 2a/h.0/0/0.~sscs=%3f) (http://ad. But what you can do is maximise the likelihood of a distributed set of very good conversations..uk.h=v8/3aa0/0/0/% 2a/h. We buy maybe three books a month.h=v8/3aa0/0/0/% 2a/h." http://www.0/0/0.0-0.~sscs=%3f) (http://ad.com.34725395." he says..doubleclick.0/0/0.34725395. Still. although the slim.34725395.~sscs=%3f) HP Envy 17 3D laptop review (/reviews/laptops/201101/27/hp-envy-17-3dlaptop-review) 27 January 2011 Fame Monster to him.net/click. movies (/tags/films). He also knows. he says. "I know now what to buy her.0-0.uk. That's key.~sscs=%3f) (http://ad.34725395. "I had no idea that my cousin liked those books.net/click.31-1/1.net/click.uk.doubleclick. straight 3D Coated 514s are also causing a stir." Sixteen of Christian Hernandez's friends have recommended Lady Gaga's The 17 18 24 25 31 1 19 20 (/events/2011/01/19) (/events/2011/01/20) 26 27 (/events/2011/01/26) (/events/2011/01/27) 2 3 (http://ad. for scanning product barcodes.0.44306. at least one album a month.0. 'Wow. and for signing up friends.they are part of our identity.44306. That has to be your strategy. "But it's really relevant with music." That's why Hoffman is backing social-commerce startups such as Swipely and Shopkick." he reflects as his eyes scan his customised page.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 .uk.0/0/0.31-1/1. and they're repetitive purchases.co. books -.44306.h=v8/3aa0/0/0/% 2a/h.0.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 7 of 16 Marketers need to understand that they have lost control over their brands online. "People will converse about your brand independently of you.wired. aged original 501s.0-0. "If social commerce can reach hundreds of millions of potential participants. Look for purchases that can be part of people's everyday lives. And some new brands will be created or boosted based on smart techniques -. what his friends and family might appreciate for their next birthday..44306.0. 11 think he'll enjoy the Star Wars Trilogy DVD and five hope he'll read The Kite Runner.. "You don't say. whose smartphone app rewards consumers for visiting a physical store.31-1/1.net/click. each time he logs on to Amazon. or the Old Spice viral campaign.such as [YouTube video series] lonelygirl15. You can't stop the negative comments.doubleclick. see three movies.'" he says. I bought this really cool toaster.0-0. he cautions that only certain categories of product will naturally be part of a social conversation. then I'm interested [in investing].doubleclick.
"There was an Econsultancy survey that said that 90 per cent of purchases have some sort of social influence -. you'll pluck out those relevant to you. As Facebook's head of international business development. But now they've integrated my Amazon account with my Facebook account.Facebook integration is restricted to the US Amazon site -but the firm is prioritising new commerce applications that can drive member engagement. So. "Until now there's been no way of getting that 'girls in the mall' effect on a large scale. And we have the benefit of both scale and identity. "Social recommendation can help you discover things that some algorithm won't." he says in the company's London offices. or you saw it on somebody.7 per cent for Google. and in the UK 1. Amazon knows this whole other persona." says Hernandez. he says: of the billions of recommended songs or shopping deals. The storefront becomes a social storefront. now imagine if you had to lug the technology around with you » (/reviews/laptops/2011-01/27/hp-envy-173d-laptop-review) Native Union Moshi Moshi 04 review (/reviews/gadgets/2011-01/26/native-union-moshimoshi-04-review) Google Nexus S mobile phone review (/reviews/mobile-phones/2011-01/google-nexus-smobile-phone-review) Palm Pre 2 review (/reviews/mobile-phones/201101/palm-pre-2-review) Sony KDL-55NX813 3D TV review (/reviews/tvsand-home-cinema/2011-01/sony-kdl-55nx813-3dready-tv-review) D-Link Boxee Box review (UK version) (/reviews/tvs-and-home-cinema/2010-12/d-linkboxee-box-uk) More Reviews » (/reviews) It's early days -. he sees social commerce as the most powerful way to drive its partners' online sales -.wired.75 million users were referred from Facebook to one of the top-200 ecommerce sites last http://www." As the net becomes more social.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 8 of 16 There's more than a personal reason why Hernandez is excited by the potential of social product discovery. compared with just 2. with one click.your friend recommended it. ultimately.and all through his company's 500-million-plus -member social graph. Its focus on social commerce will have an impact across the internet: Facebook already accounts for 23 per cent of all display-ad impressions in the US. your Facebook identity "will let magic happen". "Over the years Amazon has built an amazing recommendation system for me. with all my preferences but also my friends and their preferences. 35." (/reviews/laptops/2011-01/27/hp-envy-17-3dlaptop-review) If you thought 3D was a tough sell for the living room. says comScore. based on my and my friends' Likes. product discovery and. though they've never known who my friends are.co.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . its partners' sales. That's the opportunity: it's huge and untapped.
through websites such as LetsBuyIt. which exposed purchases on third-party websites to users' News Feeds without their explicit consent.co. sharing.wired. and the firm says lessons were learnt.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 9 of 16 October." Ever since the British inventor Michael Aldrich first linked a television set to a telephone line in 1979 to demonstrate online shopping. I might just go and check it out myself. Hernandez says consumers want to share if there's a benefit.your friend checks in and cashes in a deal. Facebook starts looking like the world's most efficient shopping mall. it gives away 10. Suddenly. The service was later shut down. bragging about what you've bought. and track who walked into the store and cashed it in for a pair of jeans. has algorithmically mined collective © CondéNetUK Limited 2010 Terms & Conditions (http: http://www. It amplifies the coupon model to 500 million users. one-to-one process. It's the advertiser's holy grail: how does my brand money lead to foot traffic? It means you can figure out the return on your advertising. where half a billion people are led to goods they might want to buy. and redemption at the storefront. The beautiful part of my job.so when you check into a physical Gap. So if I learn that Tommy Hilfiger is doing an interesting deal nearby.000 pairs of jeans. "is a lot of this is happening without my having to go and talk to people. "I'm most excited about Deals [coming to the UK in 2011] -. Facebook attracted criticism and privacy lawsuits over its Beacon advertising programme. Mobile use of Facebook has grown in the past year from 65 million to 200 million members. since 1995. There's discovery. And users get to discover deals -." he says. Amazon. it gets shared.com. What about data protection? Three years ago. ecommerce has remained fundamentally a linear.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . There were attempts at collective buying during the first dotcom boom. Imagine you run a Gap promotion on Facebook. but most early transactional websites were little more than online catalogues.
brands are publishers who sell directly through social channels -. they have stopped being retail brands and have morphed into publishers. growing from 30 to 120 employees in a year. On Facebook.if we don't go there I'll be fired. Buddy Media campaigns have led to 539. That's because." http://www. and a path to what founder Michael Lazerow says will be hundreds of million of dollars in revenue. "They now own a cable network that reaches 500. as Lazerow sees it. 333. "Facebook is now 'This place where 50 per cent or more of our customers live online.947 liking Tory Burch. where a quarter of all US (/tags/US) ad impressions are -. I'd want to be a cable channel that I can programme any way I want. travel companies. is undergoing extraordinary growth as brands switch marketing to Facebook and Twitter: up from zero to 500 clients in 18 months. and 103.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 10 of 16 data to suggest products your purchase history suggests you may like. Buddy Media developed a strategy of discounting. Buddy Media.824 liking TJ Maxx." Lazerow says.400 people "liking" Borders. social networks remain a broadcast medium rather than a conversation.000 people.wired.' So all of a sudden. backed by weekly offers and content based on author visits to stores. a New York business that helps companies manage their social-media presence. far more than the bigger Barnes & Noble. But only recently have significant numbers of consumers begun to share their location data and access to their personal networks to allow recommendations to be more precisely targeted. and the promotion of ereading. And we're just at the beginning." For Borders.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . Yet for most consumer brands. "That will be a fundamental driver of their business. If I was running a brand.bookstores. rewards.co.
personal reputation and influence will drive what others buy. Just as PageRank gives more weight to a page with more authority. happiness and even divorce can spread in networks between close friends. 'Hey.wired. Pishevar says.'" Increasingly. We're where we were with social gaming two or three years ago.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 .co.' Other people will say. It's real-time social marketing and commerce that really matter now. with James Fowler. the Harvard professor of medicine and sociology who. tweeted a link to Connected's Amazon page." Yet beyond psychology. you've reached this massive farm.in the way that in Farmville you say. But not a single copy was sold that day. Their book shows how obesity. is there any science to the power of influence in social networks? Nicholas Christakis. founder of the Social Gaming Network and an investor in startups ranging from check-in service Gowalla to Klout. we can now identify the most influential people in a space. They asked publisher Tim O'Reilly to send a positive tweet about Connected to his (more intellectually curious) 1. There will be multibillion companies in the social-commerce space. a quest for positive validation. "It applies to experiences as well as physical products: 'I was able to climb Mount Everest and here are the photos. the actress Alyssa Milano. sharing your status and accomplishments. "It's about ego." explains Shervin Pishevar. 'Oh. Traditional marketing? It's dead.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 11 of 16 Social commerce shares many of the psychological drivers of social gaming (/tags/gaming). which quantifies people's influence across the social web. has been trying to find out. with more than a million Twitter followers. I want to achieve that' -. "I call it people rank. wrote Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives. I want to achieve that. Christakis and Fowler set up an informal experiment. as opposed to [Google's] PageRank. Curious to know why.5 million http://www. But what about purchasing decisions? On September 15.
and so affected their behaviour. study. but only to the extent to which those ties represent real connections. three sales were made.germs spread differently to money or emotion. but only about 6. the two followed 1.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 12 of 16 followers.700 interconnected college students on Facebook over four years. but a telemarketer won't. And they can make all the difference. "Not everything spreads. now Dick is exposed to you and Tom changing." he says. In another.wired. But if you're not all interconnected." Christakis says. On average each student had 110 Facebook friends. Christakis estimates one or two books were sold. and you change your behaviour and that causes Tom to change his behaviour. more formal.co. Yet when Susannah Fox of the Pew Research Center tweeted the link to her 4. "Influence can flow through those online ties. if you and Tom change behaviour. "For a behaviour to spread through loose online ties. which spreads by complex contagion. there's no effect on Dick. Among all those weak [online] ties are some strong ties. Christakis's conclusion: a small group of attentive followers may be more easily influenced than the millions who follow a famous name. So. if you're in a network that's tightly interconnected with friends.345 followers.5 close social friends. Something like behaviour. needn't spread through networks such as Twitter." http://www. Fox's tweets felt more real -." To her far smaller number of followers. "Just as if a real friend phones you it will affect you. or to the same extent. And what spreads doesn't do so in the same way -. but not everything will spread. it helps tremendously if people near to you [in the network] are adopting the same behaviour simultaneously. There is social contagion. "We're at the early stages of understanding the properties of virality.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . They found that only when a "real" friend on Facebook recommended a movie or a book was it likely to be taken up.
so they are more likely to be shared among peers." He's ready to do deals. says Danny Rimer. BA should say.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 . Firms can explicitly engineer products." says Reid Hoffman.there's no incentive to share transactions. 'Every five flights we'll upgrade you.Commerce gets social: How social networks are driving what you buy (Wired UK) Page 13 of 16 Behavioural science is catching up." says Sinan Aral. the more people phone me up.' If they were smart.co.'" http://www." says Power. yet Visa does nothing with the data. of the Stern School of Business. 46. "I find the more that I share. 'We need to do something special for Thomas." Thomas Power." Privacy fears are overstated. If I fly British Airways. we're going to learn things about human behaviour that will affect everything from commerce to social policy. is a convert. He's joined 700 online communities.500 a month on my cards. "I spend £7. New York University.wired. "In the next decade. because that's part of learning. from Farnham. won't you resent this commercialisation of an essentially personal conversation? "As long as I'm not negatively ambushed and you're providing me value. in the hope of as yet unspecified benefits. "they'd contact Blippy and say. including Blippy. Aral is chief scientist for Social Amp. who runs social-business network Ecademy." But if your friends are promoting such "engineered" products to you. "I'm fine with 'Here's the thing I like to buy' -." he says. which has helped Levi's and 1800-Flowers tap into social networks. "The companies that will succeed with social shopping are the ones that have science under the hood. They don't offer deals -. then I'm generally interested. Surrey. he says. "Even if I get hacked I don't mind.especially if it helps me find a great MP3 player I might like. "It's a generational thing: the new generation want to scream from the mountaintops what they've bought and share the value with the largest audience they can get.
Trends (/tags/Trends). Tom Cheshire is editorial assistant. View all (/magazine/archive/2011/02/features/social-networksMarketing drive-commerce?page=all) (/tags/Marketing) 2 (/magazine/archive/2011/02/features/social-networks-drive- Comments Name Email Comment http://www. 4 (/magazine/archive/2011/02/features/social-networks-driveE-commerce (/tags/Ecommerce?page=4) commerce).Commerce gets social: How social networks are driving what you buy (Wired UK) Page 14 of 16 David Rowan is editor of Wired. commerce?page=5) Blippy (/tags/Blippy). 1 (/magazine/archive/2011/02/features/social-networks-drivecommerce?page=1) 21 Like 70 0 submit Photo Tags Story commerce?page=2) Written by David Rowan Timba Smits Social networks and Tom Cheshire (/tags/Social+networks).wired. 3 (/magazine/archive/2011/02/features/social-networks-drive(/search/author/David+Rowan+and+Tom+Cheshire) Social networking commerce?page=3) Edited by Liat Clark (/tags/Social+networking). Ecommerce 5 (/magazine/archive/2011/02/features/social-networks-drive(/tags/Ecommerce).co.uk/magazine/archive/2011/02/features/social-networks-drive-commerce?page=all 31/01/2011 .
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