The Rise of Social eCommerce in an Age of Dwindling Consumer Loyalty

The challenge of brand loyalty

Brand loyalty is harder to obtain than ever before. In fact, in our research study, Inside the Buy, AMP Agency found that only 3% of consumers say they are loyal to a brand and never buy anything else. A Contemporary Loyalty has been born where consumers are somewhat loyal to a product, but open-minded to similar products that are new or better. As such, companies need to differentiate themselves like never before to remain in the consumer’s consideration set at the time of purchase.

What’s in it for me?

The higher the perceived value a product or manufacturer offers, the more stickiness it has for a consumer. Consumers expect to be able to find information about products when they search, and where they search. In the same study, AMP Agency discovered that 43% of consumers always do research before making a purchase.

Instant gratification

In the same way that consumers expect to be able to find information on products when they search, they also want and expect to be able to buy things where they want, when they want, and how they want – and yes, that means on Facebook and other social networking sites if they so choose.  

Enter Social eCommerce

Companies that got ahead of this curve early on are seeing some great results in their consumer engagement, purchases, traffic, loyalty and word-of-mouth. Here are a few examples of successful social ecommerce stores on Facebook (also called f-stores):

1800Flowers f-store – the first f-store on Facebook opened in 2009


Delta Airlines f-store – Delta was the first airline to offer ticket purchase capabilities thru Facebook


Best Buy f-store – Given their mantra of “shop & share,” Best Buy is taking advantage of their fans purchases by encouraging them to share their purchases with their Facebook friends – a pretty neat word-of-mouth strategy.


NBA Fan f-store – Great place for their 10MM+ fans to shop for their favorite teams’ logo merchandise


Lady Gaga f-store – Lady Gaga is the 2nd most popular female celebrity on Facebook, so her store is sure to get some engagement


At the end of the day, It’s all about providing the right content to the right people at the right time in the right place! These are not new notions when it comes to the business and consumer landscape – the only thing that has changed is the storefront!

Questions to consider before launching your own f-store:

What do we hope to achieve?  

You’ll want to define the goals you have for your f-store. For example, is it strictly a revenue generation too, or do you intend to use it to help generate buzz and awareness about your brand, as well? Be honest about the amount of revenue your f-store will actually bring in. It should be viewed as an opportunity to realize additional incremental revenue, but not a primary revenue driver. You’ll be able to determine trends after it has been live for a period of time.

How do we intend to measure success?

You’ll want to define your measures of success and tie them back to your goals. What measures will tell you that you made a good investment and how long do you intend to give them to see the trends?

How does this tie in to my larger social media marketing strategy?

Your Facebook store should complement your overall social media strategy, not be a result in and of itself. How can  you use your Facebook presence, and therefore your f-store as a part of a larger strategy, campaign, contest, etc? You’ll also want to consider how you intend to market your f-store. 




Twitter: @JamiePappas



Reflections on Week 1 @AMP_Agency

Image Courtesy:
Since so many folks have been asking me how week one went in my new job at AMP Agency, I thought I'd share with you, as well, just how great it went! I feel like a kid in a candy store! 

What a week it was! I knew that joining an agency was going to be interesting and different, and would present me with different challenges than what I faced while working on the client side at EMC. But I have to tell you that there’s nothing that happened last week that scared me away, or wasn’t a welcome challenge for me to face. I love the fast pace of the agency environment. I love the atmosphere. Everything about going agency side feels right to me.

Having been on the client side for the past five years I wasn't sure exactly how that transition would be, but I have to honestly say that I've always found agencies appealing - because of the energy, because of the creativity, because of the people. People work hard but also know to have fun while they're working hard and the creative brainstorming sessions that I've participated in this week are just one example of that. I’ve already had the opportunity to contribute to about half a dozen different clients working on social business solutions for them, and the creativity coming from everyone at the agency is just amazing. I honestly couldn’t be happier with the change that I’m experiencing and the atmosphere that I’m in. Really awesome stuff.

If I had to pick one thing that was my favorite new experience this week, it would be the ability to work with both B2B and B2C clients now, instead of just being focused on the B2B side. I have always said that even if a business is focused on marketing to and selling to B2B clients, there are still people behind the “B” that you have to connect with and win over, and I still firmly believe that. And having sat in the seat of being focused primarily on B2B clients at EMC, I can definitely attest to the fact that it is absolutely possible to communicate B2B using social media and do so successfully. What is different for me, at least in this first week of true exposure to the B2C side is that there are more opportunities to be creative – to have open brainstorming sessions about the consumers and purchasers that are the “C” in the B2C equation.

An equal favorite new experience this week is getting to meet and know the people at AMP.  Ok, so that’s two things – but I couldn’t not mention the people! What a group of interesting, exciting, and enthusiastic people!  And they have been great to me this week. I'm flattered and humbled by the reception that I've received from everyone at AMP. Everyone is so nice and so happy to meet me and has so much information and advice to share with me that it has been just a remarkable experience.

Image Courtesy: The funny thing is that a lot of people asked me if I was sure that I wanted to go agency side when I mentioned that I was leaving the client side at EMC to go to the agency side, and while I know it’s only been a week – it’s been a fabulous week, and this was absolutely the right choice for me.

I'm so excited! I can’t wait for week two! As I said, I feel like a kid in a candy store!







Twitter: @JamiePappas






One door closes, and another one opens. Leaving @EMCcorp, heading to @AMP_Agency

Courtesy of: Many of you who know me likely already know this, but yesterday was my last day at EMC as their Manager of Enterprise Social Media Engagement Strategy.  Leaving was a hard decision, but it was the right decision for me, at the right time. I’ve been with the company for five years, and it’s been five great years. I’ve worn a variety of hats, and had a wealth of opportunity come my way thanks to all the tremendous work of the many talented people at EMC.

I must admit though, that my favorite hat has been the one of social media strategist and evangelist – helping people at EMC to understand the power of social media and how it can help them to work better, faster, smarter and harness the collective intelligence and power of the world around them. I love nothing more than to help people understand the tremendous power that social media has to offer. I also love learning how they’re using social media, what’s working, what’s not and how we can make a difference, together. And the learning on my end has been tremendous, and that’s honestly why I’ll never get tired of social media and collaboration. It’s what I have a passion for – connecting people with people and people with information. It’s sort of my motto. In fact, I often describe myself as a “connector.”

AMPAgencyLogo Given my passion for social media and connecting people, it’ll come as no surprise to you that I’m staying focused in the social media space. I’m delighted to be joining AMP Agency in Boston, the leader in inspiring brands with integrated digital and experiential marketing, as their VP of Social Media. They have a tremendous wealth of talented people there doing amazing things. One look at their work and clients and you'll see what I mean. I can’t wait to dive right in and begin learning and adding value. I’m also seriously psyched to be able to continue forward with my passion of helping drive forward the value that social media has to offer individuals and companies, big and small.

I start down the new path on Monday. I can’t wait. It’s going to be one heck of a ride, and I’m ready to dive right in headfirst. But then, that doesn’t surprise many of you all that much now, does it?

The Possibilities Inspire Me.

Let's stay connected. I’ll still be here, and I’ll still need you to chat with, bounce ideas off of, and keep me connected.




Twitter: @JamiePappas