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Brands, Bloggers and the Social Commerce Future

You’ve heard this, “A woman walks into a bar…” In our version, it’s five years from now and goes: “A woman walks into a bar. She sees someone in a great pair of boots. What does she do?”
BlogHer CEO and co-founder Lisa Stone leads this session to define social commerce, what works, what doesn’t and why, with key takeaways for brands looking to employ social commerce. Women turn to online sources at critical points in their purchase process, both as a first stop and after they’ve narrowed choices. Blogs correlate strongly with seeking information during the purchasing process, with more than 60 percent of the general population turning to online/social media before making a purchase.
Social media is misunderstood. Businesses bucket Facebook, Twitter, Pinterest and every platform into one single category. Each affects women and their purchasing decisions in different ways. This session explores how brands can maximize on social commerce based on the trends seen in the past.


  1. Why is that word of mouth and/or recommendations online hold more weight than celebrity endorsements?
  2. How is it that Facebook is so widely popular for brands yet still can’t convince users to purchase products onsite? Why don’t women want to share their shopping lists on Facebook?
  3. What does the rise of newer platforms (e.g. Pinterest) mean for more traditional forms of social media and how will this shape the future of social commerce?
  4. How can brands effectively address the female population’s purchasing power via social media platforms?
  5. What affect does each social media channel have on the purchasing habits of women and consumers?



Melissa Roxas, manager, Inner Circle Labs

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