Social Commerce

How to Get Management Buy-in for Social Commerce

Useful post over at Bazaarvoice by Meghan Meehan, summarizing Nationwide Insurance‘s 4 point strategy for getting management buy-in for deploying social commerce (associated webinar).  If a 4-point strategy sounds like too much, focus on one key point (point 3) say Nationwide; Demonstrate business value by linking social commerce to clear business objectives.

  1. Reinforce importance of participating in the conversation. Nationwide looked for best practices outside the insurance industry, taking inspiration from Dell’s IdeaStorm and Best Buy’s Blue Shirt Nation. They realized that participating – and being transparent in doing so – was important. “Our executives realized the time had come to stop watching and start doing,” Sue said.
  2. Ensure brand protection through content moderation. Moderation was Nationwide’s golden ticket to social commerce. It allowed the brand to limit their risk while staying authentic.
  3. Demonstrate the business value of investing in Social. Sue and Shawn showed execs the business impact of the investment, examining how UGC would impact Nationwide’s advertising, reputation management, PR, and SEO to provide better, more relevant content on the brand site. Tying social to real business objectives created a compelling case for moving forward.
  4. Create a process for testing and measuring results. Nationwide tested the strategy first, sending review solicitation emails to a subset of customers to see what type of content they would get. As expected, customer feedback was extremely positive.

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.