Keynote 06: Kapil R. Tuli
Transitioning from Social to Social Commerce
Whereas social media penetration continues to soar across the globe, integrating social channels into firm strategy remains a challenge. In particular, few firms have been able to transition from “social media as an advertising channel” to “social media as a commercial channel”. Drawing on in-depth case studies of four firms from different service sectors, this talk will outline two frameworks for managers. The first framework, represents a “Utilization” perspective and allows managers to identify their depth and breadth of social media usage, and therefore benchmark themselves against the best in class firms. The second framework outlines the key structural, technological, and cultural attributes required for firms to transition to social commerce.