facebook commerce – dos and don’ts
Post on 19-May-2015
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1 Ondango -‐ Confiden-al Prepared for
November, 21st 2011
Facebook Commerce – dos and don’ts
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Leveraging word of mouth by selling something worth talking about. Something that is new,
exclusive and exciting.
Source: Martin Oetting, Ripple Effect – How Empowerment Involvement Drives Word of Mouth
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Why Facebook Commerce
Engage your fans - with exclusive promotions
Increase your reach - using social plugins
Monetize your Facebook presence
Its all about your Fans – and their friends
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Does Facebook Commerce actually work?
It depends on your goals!
Facebook store case
! Avg. Conversion: 3.4 %
! CTR on FB wall: 6.5 %
! Avg. MAU base in store up to 10 % of fan base
! Avg. social engagement rate 17% ( “likes” and “shares” per visitor)
! Avg. order value 41 EUR
User conditions
! 75 % of all Facebook users have liked a brand
! Facebook users spend 1.5x more online that other Internet users
! More than 50% of German internet users show interest in shopping on Facebook
Industry acceptance
! 76% of Marketers plan to use Facebook for Social Commerce initiatives
! 67% plan to use Facebook to drive traffic to e-commerce sites
! 44% plan to use a Facebook app for product launches & promotions
Sources: Forrester / Shop.org / BBDO / SeeWhy / Webtrends
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Success factors when selling on Facebook
#1 Usability first: ease of use should be the highest priority.
#2 Exclusivity: offer a limited number of ��� exclusive fan-first / fan-only items
#3 Reduce drop out rates: Simple checkout process on the Facebook page
#4 Viral Incentives: Reward consumers for spreading the word – financially or socially
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Conversion killer : App install
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Success factor : Usability first
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Conversion killer : Complex Check-out
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Success factor Exclusivity
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Thank you!
Nicolas Dittberner CMO & Co-Founder Ondango GmbH Email: nicolas@ondango.com Skype: ndittberner http://www.xing.com/profile/Nicolas_Dittberner
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