making sense of facebook for online retailers
DESCRIPTION
http://commercebrain.com/2013/06/15/internet-retailer-2013-ecommerce-success-stories-and-trends/ Learn about how Facebook Marketing can be used for dramatic revenue increase in online retail based on what Zappos and Eventbrite didTRANSCRIPT
@commercebrain #irce2013
Making $ense of Facebook Search
Type to search for people, places and
things
@commercebrain #irce2013
Facebook -‐‑ Goldmine
@commercebrain #irce2013
Facebook data + features = Amplifiers
@commercebrain #irce2013
Same data pools (actions + objects)
• Act as multipliers
Your model
Timeline
Newsfeed
@commercebrain #irce2013
① Unique Data
@commercebrain #irce2013
① Unique Data
@commercebrain #irce2013
① “We mapped item taxonomy to FB interests
“… people bought more unrelated events and upsell skyrocketed.”
@commercebrain #irce2013
① “We also mixed activity data
• …we learned so much “
• Activity more
accurate, up to date, matches real life experience
• next gen
@commercebrain #irce2013
① “Future in social
…we are prepared.” – Vipul Sharma, Director of Data
Engineering
discovery”
@commercebrain #irce2013
② Product Traffic Only
@commercebrain #irce2013
② to Sales Heaven
@commercebrain #irce2013
② Highway speed Sales
@commercebrain #irce2013
② Qualified HOV lane
@commercebrain #irce2013
② Zapwow gets 3K monthly
2,718
4,797
250
1,063
3,393
Nov-‐‑12 Dec-‐‑12 Jan-‐‑13 Feb-‐‑13 Mar-‐‑13 Apr-‐‑13
@commercebrain #irce2013
② Zapwow gets 3K monthly
• 37.22 % • 56.47% back to
Buy
@commercebrain #irce2013
② Zappos confirms Uplift • “Your sample is less than 1% and we
get 4X more…”
• 1.2M
@commercebrain #irce2013
② How’s the HOV sales?
• 86 % of shopping sessions
• 2.6 % in same session CR
• 30K users (1.2 M X 2.6 %)
• $2.1M if average $70
@commercebrain #irce2013
② Zappos
1. “Converts like email”
2. “80% paid, 20% owned”
@commercebrain #irce2013
② Zappos
3. “We do shared interest studies and social listening…surprising insights for DM”
4. “We want to be real &deep with our customers…”
@commercebrain #irce2013
③ Who else stroke Riches?
@commercebrain #irce2013
③ Who else stroke Riches? 1. Petflow makes 10M from $200K
(28% traffic)
2. Blitzmetrics customers - Rosetta Stone $6.5 for $1 spent
3. Badgeville (partner data expands data solutions)
4. Wonder app, Yandex, RIP
@commercebrain #irce2013
What else I can do NOW?
@commercebrain #irce2013
“You Might Like These Customers “and INTEL
@commercebrain #irce2013
Viral Anything
@commercebrain #irce2013
Help
@commercebrain #irce2013
Models of FB $-‐‑verse Direct sell
Indirect sell
Unique offers
Genius -‐‑ like recommendations
@commercebrain #irce2013
Hierarchy of Sophistication 1 Ed
ge Ran
k Look alike
audiences
Custom audiences ads
Killer apps
Promoted posts
Page with engaging content
search
feed
@commercebrain #irce2013
Hierarchy of Sophistication 2 I read newsfeed Relevant ads to me
Groups and what I engage with
Shared public photos, video, places
Interests
Likes
I search
I discover
I eng
age
@commercebrain #irce2013
Facebook data + features = Amplifiers
@commercebrain #irce2013
Yes, Yulia but….
@commercebrain #irce2013
Yes, Yulia but….
@commercebrain #irce2013
Yes, Yulia but….
@commercebrain #irce2013
We are being trained NOW ① Suggestive
prompts ② Classify your subs
lists ③ Mobile sleek ④ Photos auto sync ⑤ Classify emotions
123
5
234
@commercebrain #irce2013
We are trained to search… ① You might also like ② Related photos ③ Incentivized check-ins ④ Suggested posts ⑤ Recommended ads ⑥ Ratings ⑦ New savvy search
@commercebrain #irce2013
We are trained to discover…
1
2
31
We are trained to add data…
We are trained to add data…
@commercebrain #irce2013
Social Science confirms the trend ① Tech makes social capital easy to share ② We will share whole a lot more (cheap) ③ We will do so in structured ways ④ “We will be experts, locals everywhere …
info will travel with us everywhere we go…”, Sam Lessin, Facebook
@commercebrain #irce2013
Making $ense from Facebook search ① SEO more complex
② Integrate with paid to max owned and earned
③ Power tools required
④ Eventually, cheap or no ads needed
@commercebrain #irce2013
Which team YOU?
@commercebrain #irce2013
Bonus = (email + like) ① Extra on best Facebook marketing
(tools, pages, top 10 strategies, costs) and optional free 20 min Skype call with Yulia on your questions
② Expedited invite to Graph search
③ Free upcoming ecommerce Kindle book (publishing in October 2013 and free limited to special audiences)
@commercebrain #irce2013
CommerceBrain flips online stores to profit
Yulia V Smirnova CEO and Founder commercebrain.com [email protected] c: 415 666 6002 skype: commercebrain read our blog hsp://commercebrain.com/blog stalk us on Facebook hsp://www.facebook.com/Commercebrain follow us on LinkedIn hsp://www.linkedin.com/company/commercebrain tweet with us hsps://twiser.com/commercebrain google +1 us hsp://gplus.to/commercebrain