SAMY Alliance × team5pm：2026从用户内容发现到商业销售转化：首席营销官（CMO）实战指南（英文版）（45页）.pdf

1、From Discovery to Commerce in the Social Universe01A CMOsGuide toTurning Discoveryinto SalesFrom Discovery to Commercein the SocialUniverseFrom Discovery to Commerce in the Social Universe02(01)(02)(03)(04)Camila TribnStef van der BurgPatricia AragnFrank de WitGlobal Head of Social Media Excellencea

2、t SAMYStrategy Leadat team5pmGlobal Head of Social Commerceat SAMYManaging Directorat team5pmMinds behind the reportFrom Discovery to Commerce in the Social Universe03Search for content(01)INTRODUCING A NEW SYSTEM:THE DISCOVERY-TO-COMMERCE LOOPWhy the funnel became a loopThe Discovery-to-Commerce Lo

3、op(03)Creators as the trust layer between search and saleCreator partnerships basicsFrom creator content to compounding discoverabilityAUTHORITY:FROM BEING SEEN TO BEING CHOSEN(04)COMMERCE:THE NATURAL OUTCOME AFTER AUTHORITYGlobal social worldwide,at a glanceThe gap:turning authority into business i

4、mpactWhen social authority meets commerce(Rhode,Tefal)(05)SEARCH-TO-SALE ECOSYSTEMS(PLATFORM PLAYBOOK)Who are the social shoppers?MetaPinterestYouTubeTikTok/TikTok ShopLive formats:bol,LOral Group(06)CONCLUSION:DESIGNING THE DISCOVERY-TO-COMMERCE LOOPEmbracing a holistic approach(02)DISCOVERABILITY:

5、SEARCH ISNT DISAPPEARING.ITS MULTIPLYINGIntent:active vs passiveThe social search layer(zoom-in)Search behavior differs by platformCase spotlights:HEMA,Philips HueSocial search is feeding AI discovery04From Discovery to Commerce in the Social Universe(01)Introducing a new system:The Discovery-to-Com

6、merce LoopWhy the funnel became a loopDiscoverability,authority,and commerce now live in the same systemSocial media never stands still.And neither do the 5.42 billion people using it worldwide.Platforms evolve,consumer behaviors shift,and AI is changing how people discover information.But one chang