Fail or holy grail? Let's check out Levi's

Brands, organizations and foundations use Social Media to spread their ideas, sell their products and get attention. Almost every brand, organization or foundation uses Social Media in one or another way. Every Friday I will write about a brand, organization or foundation and their social media campaign, but is this a fail or a holy grail? This week I will discuss the social shopping phenomenon of Levi's, which allows users of Facebook to share the 'liked' items with their friends.

Wednesday I wrote about shopping 2.0, which is called social shopping. To create this social shopping experience, Levi's has integrated the “like” functionality of Facebook into their e-commerce site. Each product is paired with a 'like' button, allowing views of who on Facebook likes the item, along with their profile photos. Taking the Facebook connect integration one step further, the brand built a 'Friend Store', where shoppers who are logged into Facebook can see a list of their friends’ favorite Levi’s products and seamlessly shop with their friends and share your online shopping decisions.

Levi is unique using this concept, so for that this campagin is a holy grail. I think this is start of a new life of online shopping, because I believe that some day, we can buy items via Facebook or another social community site.At the moment, customers must still pay for the items via the retailer’s web site. However, some companies have begun testing “Facebook credits” via their Facebook/f-commerce pages. This is still very much in a trial period, but facebook credits will work similar to a pre-paid debit card; thus eliminating the need for credit card authorisations for every transaction. This will make life a lot easier for both the buyer and the seller. By making the purchase experience smoother, this will undoubtedly drive sales via Facebook in time.

Until next time,
Eline Jansen, Mediaholic

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