Daily Dose of iQ: Hootsuite, Twitter Explore New E-Commerce Plugins

Nov 27, 2014 — Allan Pulga

A couple of news stories caught our attention today: Both were about social networks/platforms exploring ways to integrate e-commerce activity for users (and of course, for vendors).

The first article, from Recode.net (Nov. 24), described Hootsuite’s aspirations for joining in the “social commerce” trend in 2015.

Hootsuite hopes to be 'the brains' behind Facebook and Twitter's new 'buy' buttons.

With Facebook and Twitter introducing “buy” buttons on posts, Hootsuite hopes to be “the brains behind the operation, telling retailers when to promote certain products, and on which social network,” wrote Recode’s Kurt Wagner.

Hootsuite also started beta testing an ad management tool in October that uses engagement data to determine which time of day and on which network a brand should send its ad content, Wagner adds.

The second article, from Internet Retailer (Nov. 25), reported on Twitter’s new “Twitter Offers” feature, which allows retailers to craft payment card-linked promotions.

Twitter Offers links your card to Twitter-promoted discounts, which show up on your card statement after the purchase.

Twitter Offers uses technology developed by CardSpring, which Twitter acquired in July. Twitter users can register a credit/debit card to work with Twitter Offers. When they see a Twitter Offer in their timeline, they can click a link to connect the discount to their payment card.

“The offer is redeemed when he uses the linked card to purchase that promotion, regardless of whether that transaction is online or offline,” explained Internet Retailer’s Zak Stambor.

“The user’s discount doesn’t appear when the shopper pays, instead showing up as a rebate on the user’s card statement a few days after the purchase.”

Topics: Privacy, Retail Operations, Mobile Industry, e-Commerce, Retail Marketing

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