Adepto Solutions, the company that offers social commerce solution Trol.ly, has raised $300,000 (around Rs 1.3 crore) in its first round of funding from Blume Ventures and a consortium of angel investors led by Rajiv Dadlani, reports Techcircle. The company intends to use the funding for product development, hiring and business expansion.

Trol.ly & Social Network Engagement

Trol.ly is a social commerce product that lets e-commerce businesses engage customers on social networks like Facebook. It adopts a viral approach, where-in customers share their purchases with their friend connections on Facebook, and companies engage with them by way of online activities, rewarding them with discounts, to drive sales.

In the process, they get exposed to different products, and share these activities with their friend connections further, turning friends and in-turn their friends into new customers.

Trol.ly uses Facebook’s OpenGraph, which enables businesses to integrate Web pages into the social graph. Its clients include Home Shop18, Ferns n Petals, buytheprice.com and Eureka Forbes.

How Does It Work?

So when an e-commerce business signs up, it can integrate trol.ly links on its order confirmation page, so that its customers share their purchase with their Facebook friends, in return for an offer. Trol.ly engages them, exposing them to the company’s other offerings as they participate in various online activities (quizzes, slogan contests etc) for rewards on its Facebook app. At the end, the rewards, which could be in the form of discounts, bring new customers to the business.

Monthly Service Plans

The service offers a 30-day free trial, after which businesses can choose between a Standard and a Premium plan. The Standard plan is priced at $149 per month, and includes automatic placement of trol.ly links on Order Confirmation pages (upto 2,000 publishes), automated product engagement campaigns, linking trol.ly likes to products on Facebook, real time online reports, and e-mail based customer support.

The Premium plan is priced at $299 per month and also adds integration to the the business’ Facebook Fan page, customization of engagement campaigns and phone support. It allows businesses to publish trol.ly links on Order Confirmation pages upto 5,000 times.

Many a times, businesses tend to over-do social media marketing, and think that its all about bombarding potential customers with promotional messages. In the end they end-up spamming them instead of engaging them. Although trol.ly looks more promising than most  ‘refer a friend’ rewards programs that e-commerce web sites offer, it remains to be seen how effective it turns out to be in actual sales conversions.