Home  › Social › Social Commerce
facebook-homepage

Mindshare Proposes Interest Graph in Vision for Social Commerce

  |  October 2, 2012   |  Comments

The disconnect between social and commerce is virtually impossible to overcome in an all-encompassing environment like Facebook, according to Mindshare.

The disconnect between social and commerce is virtually impossible to overcome in an all-encompassing environment like Facebook, according to a new report from Mindshare.

The WPP Group's London-based agency concluded that direct transactions on Facebook for goods and services are "unlikely to become a huge opportunity." In order to achieve scale, Mindshare believes the social graph must be integrated across more platforms with social features.

In its new report on the future of social commerce, it argues that even the sharing of data between competitors such as Facebook and Amazon will be more complementary than disruptive.

The ever-present like button on Facebook will eventually give way to what it calls the next wave of social signals - moving from like to want, have, need, or love, for example. These steps will enable the transition from social recommendations to a more customized framework of shared interests among friends and strangers alike, according to the report.

Facebook is making its own moves into the social commerce space as well. Just last week the social giant launched a new Gifts service that enables users to purchase tangible items for other Facebook users. There are currently more than 100 retail partners on board including Starbucks, Magnolia Bakery and others.

Rather than reaching consumers based on their personal connections in the social graph, Mindshare is pushing for an interest graph that will be based on shared interest connections. While the social graph informs brands about the identity of each user and who they know, there is only an implicit indication of what products or services they might buy. The interest graph, however, will create explicit buy signals by focusing on how users view themselves and what they like or want, according to Mindshare's projections.

The interest graph will not be dependent on the scale of each network because it captures a greater reach of users on other platforms such as Twitter, Tumblr, Google+, Instagram, and Pinterest, the agency adds.

To get a leg up on these opportunities, Mindshare encourages brands to evolve from fan retention to customer sales.

Offers should be driven by referral programs and exclusivity mechanics while interest-driven marketing efforts can leverage social curation and interest-graph data for paid advertising, the agency notes in the report.

By coupling interest-graph data with loyal customer data, brands can target audiences with a higher propensity to buy, according to the agency. And through its vision for social commerce, Mindshare also proposes that customers can become affiliates if they're rewarded for helping brands acquire new customers.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...