Social Commerce

The Kaiser Chiefs and the Future of f-commerce

Head over to the Facebook page of the English indie rock band from Leeds, The Kaiser Chiefs, and you might just see a glimpse of the future of f-commerce.

Via a link on their Facebook page, customers can pay for and download Kaiser Chiefs new digital album ‘The Future is Medieval’ launched on June 3, 2011.  So far, so meh…  But instead of downloading a cookie cutter album, fans can choose 10 tracks from a selection of 20 to put into the album, add their own cover-art, and then pay and download the album.  The personalised album can also then be purchased by other customers – and the creator gets a 13% commission on sales.

It’s way too complicated, effortful, and the action doesn’t even take place on Facebook. But it’s brilliant nonetheless.  Why? Because it uses the three key advocacy activators – experience, involvement and incentives – that drive word of mouth advocacy.  As IBM succinctly put it, social commerce is simply word of mouth in the context of e-commerce.  E-commerce on Facebook without word of mouth is like LeBron James without a basketball.

With some slimming down, toning up, buffing and polishing, and a move back into Facebook, the Kaiser Chief solution could become a prototype for f-commerce software that sells.

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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.

5 Comments Add New Comment

  1. When I accessed for the first time via FF, I got a request from my browser to verify the ssl certificate (for the HTTPS IFRAME) – tut tut… wonder how many other ‘average joes’ got and bounced. Regardless, I agree, nice f-commerce.

  2. Nice work. Used the mass customization and shop integration concept so the fans can do the marketing! Will be successfull. And the real fans will buy 2 albums!

  3. Pretty rock and roll, all this e-commerce.

    Personally, I think that while it’s a very inventive idea, it’s kind of a shame. It devalues the idea of an ‘album’, and makes it more of a playlist. That might be what the market wants, but it’s not what I want.

  4. Great piece here. I agree completely, will be interesting to see who and how this is done next! FB / native integration will be essential to simplify the process and experience for the user. Great stuff, thanks for the post! -Tim

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