As Social Commerce evolves, so do the roles and skill sets needed to drive it.

This transformation is fast reshaping the landscape of fashion & beauty marketing.

Collaboration between social and eCommerce teams, and sharing technologies to utilize, is crucial for crafting a seamless and connected customer journey; one rich with remarkable experiences.

The emergence of more specialized roles within Social Commerce, and teams entirely dedicated to it, are a significant symbol of this shift. Social Media Managers and their wider teams are increasingly held accountable to sales goals. Research shows this trend will only intensify, making it essential for marketers to adapt swiftly.

In this episode, Paul is joined by Doug Foulkes (Social & Creator SME, Team Lead @ Bazaarvoice) LIVE from the stage of the Social Commerce Summit: New York. Together, they piece together a playbook for navigating this fast-approaching future.

Listen up to learn about…

• Demonstrating the Business Value of Content: Social Media teams need access to accurate, impactful data and the keen analytical skills to translate these insights into proof of tangible value. Social content can, and should, live far beyond the realms of social to influence customer purchasing decisions. The further into the right analytics you lean, the faster you prove worth. The faster you prove worth, the faster your budgets can expand.

• Opportunities for AI in Brand Safety: The potential impact of AI on content creation and brand safety is a hot topic. While there’s concern, there’s opportunity for helpful innovation here, too. AI is helping streamline creative processes in marketing, but it could also be used in influencer & Advocate approval. Take a peek into the not-far-off future.

• Utilizing User-Generated Content Effectively: Doug’s research has found fresh user-generated content (UGC) can make all the difference. 74% of consumers say it’s a prerequisite for them to see social proof on product pages, to help them make up their mind before buying. Of this on-page social content, recent UGC works 4x better for sustaining high conversion rates. Find out why. Learn how to optimize.

This episode is presented by Bazaarvoice – a MarTech solution making magic for thousands of brands & retailers, growing sales through authentic social content on their websites.

Find out more about these good folk here: https://www.bazaarvoice.com/

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Social Commerce has evolved. Once simple shopping destinations have transformed into entirely new channels for brands to reach their consumers; to purchase, to take part in meaningful experiences, and to be entertained.

The entire practice of marketing has to grow with this landscape.

Tune into this conversation, LIVE from the Social Commerce Summit: New York, to hear Paul tackle the tried-and-tested approaches to mastering this marketing synergy with some of beauty’s best.

He’s joined by Anna Vale (Modern Marketing & Communications Expert), Jessica Riffle (Senior Manager of Social Commerce @ Coty; including Kylie Cosmetics, SKKN by Kim & Philosophy), Amanda Griffiths (Director of Digital Marketing & eCommerce @ Davines), and Djalal Lougouev (CSO & President @ Ometria).

Listen up to learn about…

• The Evolution of Social Commerce: A strategy for the integration of digital marketing and Social Commerce with traditional retail experiences is essential in 2024. No brand can create a seamless customer journey, connecting in-house and out-of-house commerce, without one. Perfecting your ‘B2C2B’ approach is the next horizon. Hear the experts advice for doing so.

• Data & AI to Personalize the Customer Experience: Every customer experience that can be, should be personalized. That’s why the use of first-party data and AI is crucial for elevating the customer experience, and communicating with your brand fans in the most effective way possible. Almost everyone is now aware of AI’s advantage, and the consumers of tomorrow are coming to expect a personalized experience as standard. Don’t get left behind.

• Generational Shifts in Marketing Strategies: Gen Z is here. Gen Alpha is coming into the Advocacy picture, faster than you think. The impact of these generational shifts on spending and marketing strategy require brand builders to be savvy. Focus on ethical marketing practices and targeting the right segments within these mass audiences to win.

This episode is presented by Ometria, a customer experience data platform that helps deliver scroll-stopping marketing across multiple channels.

Find out more about these good folk here: https://ometria.com/

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Connect with Anna, Jess, Amanda & Djalal:

• Anna’s LinkedIn

• Jess’ LinkedIn

• Amanda’s LinkedIn

• Djalal’s LinkedIn
  

As TikTok gears up for an uncertain, yet ambitious, few months ahead, one thing is clear – TikTok Shop has become a critical player in the Social Commerce landscape.

Still aiming to grow its US business tenfold to $17.5 billion before the year is through, the platform shows no signs of slowing down.

From the explosive growth in Live Shopping events (where half of all TikTok users have now purchased something) to its impact on brand discovery and consumer conversion, TikTok continues to reshape online retail and what this means for Fashion & Beauty brands.

Making the best before potential bans begin is at the forefront of every marketer's mind, too.

So, here’s how to do it.

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, as they talk to Bri Kennedy (Director of Integrated Marketing @ Maesa) and Broghan Smith (Fashion Key Accounts Lead @ TikTok Shop) on the topic.

You’ll learn all about…

• Launching Influencer-Founded Brands: Starting out as an influencer-founded brand on TikTok Shop requires strategic considerations. There’s order management, warehousing, and stock inventory to consider – especially for brands who don’t yet sell D2C. This is how you do it right.

  
  

• Mastering In-App Affiliate Marketing: Affiliates play a significant role in driving sales and engagement on TikTok Shop, with creators driving higher conversion rates than brand channels. Driving interest for in-app discounts, bundles, offers, and events through your affiliates on the platform is key to coming across authentically; while reserving your brand channels for entertainment and education.

  
  

• The Potential of Live Shopping: Live shopping is an exciting and evolving aspect of TikTok Shop – one that continues to offer unique opportunities for product communication and sales in the UK and US. We need only look to Douyin’s example for where this has the potential to go.

  
  

Fashion & Beauty brand builders, here’s your TikTok Shop blueprint.

Tune into Broghan’s previous episode on ‘How To Win On TikTok Shop’, recorded at the Social Commerce Summit: London earlier this year.

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Connect with Bri & Broghan:

• Bri’s LinkedIn

• Broghan’s LinkedIn