Graphite: A New Social Commerce Platform
Yesterday brought the arrival of a new social platform for S-Commerce or what most refer to as Social Commerce. This new platform is called Graphite and is being brought to us by the 8thBridge Technology Company under the direction of Wade Gerten. Graphite, in its simplest form is a monthly fee based Suite of plug-ins, built for the new coming Social Commerce, which enables brands to leverage social media without giving up any sort of brand control. By using Graphite, Brands can better tailor their content to create Shoppable stories, promotions, and Ads for particular products on Facebook.
What Makes Graphite So Special?
With its extensive integration into Facebook’s Open Graph, Graphite enables brands to create Shoppable Stories. With these shoppable stories, brands can now multiply their social engagement and time spent with fans by as much as 18 times! By providing News Feed Shopping, Timeline Shopping, and Ticker Shopping, Graphite enables marketers to keep fans within the Facebook environment until they are fully ready to commit to a purchase. This is crucial for marketers because 90% of the shopping that occurs on Facebook is a result of friend-to-friend sharing. So the longer you can keep your fans engaged in the Facebook environment, the longer you can expose them to your brand’s products and services as well as others fans and friends comments about your product.
Although, according to Gerten, “82% of customers using the new platform were not comfortable with sharing their credit card info on Facebook.” Therefore, Graphite allows fans to talk about, share, and add to their wish list all the products they like before they are ready to purchase. Once they are ready to purchase, Graphite takes fans to the brands ecommerce site, with their info and shopping cart already filled, just waiting for them to submit their credit card info through their own, secure, credit card processor.
What Graphite Will Do to S-Commerce?
According to Gerten, “The future of e-commerce is around the people, not the products.” By reshaping ecommerce around the people, brands will be able to better tailor content to see how fans actually feel. With enhanced social action buttons, Brands will have a better understanding of their fans needs and wants. The standard Facebook “Like” doesn’t tell you much, but with the new action verbs, fans can share unique responses to things. For example, some of the Action Verbs that Graphite’s Launch Partners are using include things such as:
Guitar Center’s: Play
Hallmark’s: Tearing up, Love, Smile, LOL
Nasty Gal’s: Neeed, Gimme, and Three hearts <3 <3 <3.
Some other early adopters to Graphite include: Oscar de la Renta, Nine West, Toms, Avon, American Apparel, and Elle magazine.
The Open Graph
The interest graph within the Open Graph Technology will allow marketers to select enhanced product recommendations based upon users tendencies. Since 57% of all Facebook users who like a product, already own it. It makes sense to push toward social sharing and using the open graph action verbs to collect more data to better create content and promotions. For example, brands could send promotions or emails to all the people who want a particular product, (when it goes on sale) and other promotions to the fans that already “own it.”
Social Commerce is definitely a new tool for the online marketers arsenal. It’s definitely on the up and coming and this new software will just be a stepping stone as to what is going to come. The ability to integrate this new system and create shareable experiences amongst all of your channels (not just facebook) will definitely make life much easier for social media marketers. With just one login for all of your social media marketing channels, a seamless integration and Easy-To-Use User Interface, Graphite looks to change the old F-Commerce into the new S-Commerce!