1  Ondango  -­‐  Confiden-al  Prepared  for  

November, 21st 2011

Facebook Commerce – dos and don’ts

2  Ondango  -­‐  Confiden-al  

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

3  Ondango  -­‐  Confiden-al  

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

4  Ondango  -­‐  Confiden-al  

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

5  Ondango  -­‐  Confiden-al  

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

6  Ondango  -­‐  Confiden-al  

Conversion killer : App install

7  Ondango  -­‐  Confiden-al  

Success factor : Usability first

8  Ondango  -­‐  Confiden-al  

Conversion killer : Complex Check-out

9  Ondango  -­‐  Confiden-al  

Success factor Exclusivity

10  Ondango  -­‐  Confiden-al  

Thank you!

Nicolas Dittberner CMO & Co-Founder Ondango GmbH Email: nicolas@ondango.com Skype: ndittberner http://www.xing.com/profile/Nicolas_Dittberner