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360i Press Release: 360i Releases Social Commerce Playbook as Digital Strengthens its Foothold in the Consumer Path to Purchase

September 21, 2011

Digital marketing agency publishes comprehensive report on the nexus of social media & shopping

NEW YORK — September 21, 2011 – 360i, selected to Advertising Age’s Agency A-List and Fast Company’s “World’s Most Innovative Companies” roster, today released The Social Commerce Playbook, a comprehensive guide for marketers on the intersection of social media and commerce. The report delves into the shifting consumer shopping habits and emerging digital technologies that are changing the way brands connect with people online. The Playbook is available now for free download at http://www.360i.com/socialcommerce.

Social commerce, where marketers sell through social networks or deeply integrate social media into the buying process, is already used by dozens of the largest brands worldwide. And while revenues are still small relative to traditional e-commerce tactics, changing consumer behavior and new technologies will continue to push the trend forward.

In the context of the purchase funnel, social media tends to work best at generating awareness and interest, influencing consideration and preferences and then harnessing consumers’ post-purchase enthusiasm by tapping into their advocacy. As social technologies become more robust, and consumers tap into social media as a routine part of everything they do online and offline, there are new opportunities to translate social currency into hard currency. 360i’s Social Commerce Playbook outlines why social commerce matters right now, and helps marketers navigate the key regions of this emerging landscape.

The Social Commerce Playbook also includes contributed articles from prominent thought leaders in the space, including Coupons.com CEO Steven Boal, Ari Goldberg & David S. Goldberg of StyleCaster (CEO & President, respectively) and comScore SVP of Product Yon Nuta.

“Social media has changed the purchase process forever, and these changes will only be more pronounced in the years ahead,” said Bryan Wiener, CEO, 360i. “As social continues to scale, its impact on commerce will be far more tangible and the opportunities for brands to connect with people before, during and after the shopping experience will proliferate. The Social Commerce Playbook is designed to help marketers effectively reach this new generation of shoppers.”

Key areas addressed in the Playbook include:

* Facebook Commerce: How to approach Facebook commerce strategically, whether that be selling directly through Facebook or utilizing social plugins to bring social data into the website experience

* Social Shopping Sites: How social shopping sites are changing the game for the fashion industry and how brands are experimenting and succeeding in the space

* Social Commerce for CPGs: The exponential growth of CPG online sales & new opportunities in online grocery retailing, Direct-to-Consumer (DTC) and online shopper analytics

* Digital Coupons: How the new budget-conscious consumer psyche & emerging technologies are breathing new life into couponing

* Daily Deal Sites: How daily deal sites are merging social networking and commerce & how brands are experimenting and succeeding in the space

* Ratings & Reviews: The psychology behind ratings and reviews, the effects they can have on SEO, conversion rates and order values & the recent changes to the ecosystem with the emergence of social networking sites

* Mobile Social Commerce: How mobile media consumption habits, mobile-social activities and mobile commerce are coming together to create new opportunities for marketers

* The Future of Social Commerce: 360i strategists & analysts present 13 predictions on where social commerce might be headed

To download the Social Commerce Playbook, visit http://www.360i.com/socialcommerce.