Thrive in our connected world

The Secret to Social Commerce is Social Utility [Presentation]

Here’s a short presentation on how to turn social media into social sales by offering social utility; helping people solve their problems socially and solve their social problems.

Based on a review of social commerce examples in Social Commerce Today, we’ve spotted a pattern – social commerce works when social features offer genuine social utility that comes in three basic flavours.

  • Social utility that helps people solve problems socially using their social intelligence (ability to learn from each other and profit from social situations – e.g. collective buying) (Mercedes)
  • Social utility that helps people solve the social problem of standing out, by helping them manage their social status by expressing themselves (e.g. fan-first offers that ‘sell’ bragging rights (Burberry)
  • Social utility that helps people solve the social problem of fitting in by facilitating social bonding (e.g. social media gift stores (Starbucks, Anton Berg)

So the secret to making social commerce work?  Sell social utility.

Today’s article is sponsored by Milyoni: The Leader in Social Entertainment




Written by
Dr Paul Marsden
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Digital wellbeing covers the latest scientific research on the impact of digital technology on human wellbeing. Curated by psychologist Dr. Paul Marsden (@marsattacks). Sponsored by WPP agency SYZYGY.