the marketers guide to f-commerce gotowebinar presentation 26oct11
DESCRIPTION
Examples of brands that have cracked Facebook to grow their business are appearing daily, and new sets of software, tools and analytics have sprung up to help marketers convert fans to customers. Join Ogilvy’s Brian Giesen for a live, interactive webinar and learn: • How to use Facebook as a sales channel • Case studies from brands succeeding with F-Commerce • Strategy for building a virtual storefront on your Facebook page • A Facebook measurement model, resources and F-Commerce vendors Watch the webinar recording free at https://www3.gotomeeting.com/register/460345478TRANSCRIPT
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Marketer’s Guide to F-Commerce:Cracking the Facebook Economy
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#Feconomy
Brian Giesen@bdgiesen
Regional Director, SydneyOgilvy 360°Digital Influence
Today’s Guest Speaker
commerce
What is your organisations current level of marketing activity with Facebook?
Quick Poll
commerce
“If I had to guess, social commerce is the next area to
really blow up”-Mark Zuckerberg
Source: http://www.flickr.com/photos/briansolis/2696198607/
commerce
AGENDA
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
commerce
AGENDA
What is F Commerce?
Getting Started
The Power of Commerce in
Asia Pacific
Case Studies
commerce
Expected e-commerce growth by region from 2010-2013
Numbers in Billions
Europe
13.2%
Rest of World
29.7%
165.8235.3
195.2283.0
155.7
323.1
55.8121.7
http://www.internetretailer.com/2011/01/04/global‐e‐commerce‐sales‐head‐1‐trillion‐mark
U.S.A.
12.4% Asia Pacific
27.5%
572.5
963.0
Global19.4%
commerce
The Web will be involved in 53% of total retail sales by 2014
Source: Forrester
commerce
Facebook’s Exponential Reach for Brands
750 million users
Friends of FriendsFriends of fans: 60M
FriendsFan Base: 500K
Source: SocialBakers.com
commerce
Source: Forrester/Shop.org, socialcommercetoday.com
368%
Say they use social networks when shopping
online
The top 3 brands on Facebook sell directly
on the platform
Average Facebook store sees 10% month to month increase in
transactions
10%
F-Commerce and Social Media
commerce
Source: Forrester/Shop.org, socialcommercetoday.com
25%
25% of customers connect with brands to
receive discounts
75%
75% on Facebook have ‘Liked’ a brand page
7‐10%
Cart Values are 7-10% higher via Facebook
F-Commerce and Social Media
commerce
$5
$9
$14
$21
$30(US Billions)
Source: Forrester, GP Bullhound, Booz & Company Analysis
Social Commerce Market Size
CAGR = 43%CAGR = 43%
commerce
Would you purchase physical goods off a social networking site like Facebook?
Quick Poll
commerce
Would you purchase physical goods off of a social networking site like Facebook?
Note: Those not willing to purchase goods largely expressed concerns related to Security and Privacy.Note: Those not willing to purchase goods largely expressed concerns related to Security and Privacy.
Source: Booz & Company survey
Survey says…
commerce
AGENDA
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
commerce
Source: Altimeter Group
Commerce
F-Commerce means selling goods or services
using Facebook.
F-Commerce is a driving force behind the
intersection of social networking and
business.
commerce
Source: Altimeter Group
Five Benefits of “Social” Shopping
on Facebook
commerce
InsightFacebook stores on the brand pages of Proctor & Gamble are used as a “live-learning-lab” to help the business understand how consumers interact with their brands and technology in real life, opposed to via artificial surveys and sterile focus groups.
commerce
Brand ExperienceIncreasingly, when asked why they connect with brands on Facebook, consumers say it is to shop and for deals. By adding a store to their Facebook page, a brand improves the experience and delivers at this touch point.
commerce
LoyaltyBrands are using F-commerce to drive brand loyalty and increase propensity to repurchase – relative to competitors by offering loyal brand fans a privilege point of purchase.
commerce
AdvocacyUsing Facebook stores to get products into the hands of the people most likely to recommend them, their fans. By supporting each other via digital technology, consumers create their own loyalty loop with the brand that may promote repurchase.
commerce
Facebook ROIAs the central component of any business case, ROI is a financial measure. One way to measure Facebook ROI is to link investment in Facebook to sales. E-commerce enabled Facebook brand pages help make this possible.
commerce
AGENDA
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
commerce
Source: Altimeter Group
On FacebookOn Facebook With FacebookWith Facebook
F-storesFacebook e-commerce stores where shoppers can purchase real goods with real currency without leaving Facebook.
Facebook CreditsThe mandatory currency used for games and in-app virtual goods. Recently being used for real goods with Deals on Facebook.
Facebook DealsShare experiences as opposed to just discounts. Consumers pay inside Facebook with a credit card, PayPal, or Facebook Credits.
Facebook adsA variety of advertising methods are available depending on how brands want to reach fans (through friends of friends or targeted marketing).
Custom AppsUsers can create games, stores, and other engaging features for promotional purposes or to provide uniquely branded experiences to fans.
Facebook PlacesLocal retailers drive in-store traffic by offering special discounts to consumers who check in to their location with Facebook places on their mobile.
Commerce
commerce
F-StoresOn FacebookOn Facebook BAHN
commerce
• Launched July 2011 • Traditional brand embraces new media to
engage a younger audience• Sales driven via exclusive Fan only specials • Compliments existing e‐Commerce
channels
F-DealsOn FacebookOn Facebook
Email: [email protected]: www.socicom.com.au
commerce
F-CreditsOn FacebookOn Facebook
commerce
F-Deals
Drive sales throughexclusive Facebook
Deals
On FacebookOn Facebook
commerce
F-AdsWith FacebookWith Facebook
Facebook Ads appear as banner ads on the right hand side of the platform. Brands can track the value of a fan arriving on an e-
commerce site from a Facebook ad
commerce
Custom AppsWith FacebookWith Facebook
Create Custom Apps to drive sales
commerce
F-PlacesWith FacebookWith Facebook
commerce
AGENDA
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
commerce
F-Commerce Framework
Brand pages must be easy to find and also integrated with other
brand digital assets (e.g. social plug-ins on website)
Brand pages must be easy to find and also integrated with other
brand digital assets (e.g. social plug-ins on website)
D I S C O V E R A B L E
Brands should keep exclusive content/ value behind fangate, Visitors must first like the brand page before seeing its content
Brands should keep exclusive content/ value behind fangate, Visitors must first like the brand page before seeing its content
Using a content calendar, brands should encourage 2 way
conversations to maximize organic word of mouth on
Using a content calendar, brands should encourage 2 way
conversations to maximize organic word of mouth on
E X C L U S I V E E N G A G I N G
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
CONVERT!CONVERT!
commerce
-Better brand page name + URL-Social Plugins on official website-Facebook ads-Work with other brand pages-Work with influencers
-Better brand page name + URL-Social Plugins on official website-Facebook ads-Work with other brand pages-Work with influencers
D I S C O V E R A B L E
-Fans only photos-Fans only contests-Fans only information about brand-Fans only benefits-Fans only offers or discounts to convert sales/ leads
-Fans only photos-Fans only contests-Fans only information about brand-Fans only benefits-Fans only offers or discounts to convert sales/ leads
-Conversation calendar -Embrace fans’ comments-Highlight fan-generated content-Ask questions-Be their friends
-Conversation calendar -Embrace fans’ comments-Highlight fan-generated content-Ask questions-Be their friends
E X C L U S I V E E N G A G I N G
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
CONVERT!CONVERT!
F-Commerce Tactics
commerce
Likes: The Fangate
IKEA Summer Sale! Over 1,000 products as low as 60%
off
Source: www.facebook.com/ikeahongkong
commerce
Explore and Adapt
Source: www.facebook.com/marketing
commerce
Show and Tell
DIESELCAMDIESELCAMDIESELCAM
commerce
Exclusive Content
Source: www.facebook.com/marketing
commerce
Calls to Action
Source: www.facebook.com/marketing
commerce
Sponsored Stories Driving Purchase
160%lift in brand recall160%lift in brand recall
200%lift in message awareness
200%lift in message awareness
400%lift in purchase intent400%
lift in purchase intent
commerce
F-Commerce LandscapeAdditional
Key Information
Price Large Business
Small Business
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Features
Apps Analytics
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OperatingPlatform
On Facebook
Off Facebook
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FacebookStorefront
Customizable CheckoutOn Facebook
Like/Comment/
Share
• • •
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*
*Revenue Share
commerce
Facebook Measurement Model
• Number of fans for brand pages
• Number of brand mentions on walls
• Number of news updates x fans
• Ad impressions
• Number of fans for brand pages
• Number of brand mentions on walls
• Number of news updates x fans
• Ad impressions
R E A C H
• Number of discussion topics
• Number of wall posts on brand page
• Number of wall posts
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Number of discussion topics
• Number of wall posts on brand page
• Number of wall posts
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated
E N G A G E M E N T A C T I O N
commerce
The Holmes Report Awards
• 2011: APAC Digital Consultancy of the Year
IPA Effectiveness Awards
• 2010: Bronze award for “How Branding Generated Sales, Even in a Recession”
Asia Pacific PR Awards
• 2010: Best Use of Digital x 3
• 2009: Best Use of Digital
Asia Marketing Effectiveness Awards
• 2010: Most Effective Public Relations
Ogilvy Professional Achievement Awards
• 2010: Best in Digital Influence (Taiwan)
• 2010: Best Specialized Marketing (Shanghai)
• 2010: Best submission for 30th anniversary competition (Hong Kong)
Marketing Magazine
• 2011 Digital Agency of the Year
• 2011 Creative Agency of the Year
Click Awards
• 2010: Integrated Marketing
WPPed Cream Awards
• 2010: Best Consumer Marketing
ITSMA Marketing Excellence Awards
• 2010: Most Effective Public Relations (Diamond)
IBM Global Best Practice Awards
• 2010: Best CFO Case Study (Silver)
• 2010: Best Impact in Regional Activity Using Social Media (Bronze)
• 2010: Values Award
Microsoft Marketing Awards
• 2010: Social Media Marketing in Asia Pacific
Atticus Awards
• 2010 Best Digital Influence Essay
The Most Awarded Social Media Agency in APAC
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Do reach out to todays guest speaker:Brian GiesenRegional Director, SydneyOgilvy 360°Digital Influence T +61 2 8281 3853E [email protected]
@bdgiesen
See you at our next webinar:The Power of One: How 'United Breaks Guitars' Impacted a Global BrandWith Dave Carroll, Songwriter, Speaker & Social Media SensationThurs 3 November 1pm AEDT
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