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Mx.conversionsummit.socialcommerce

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Conference at the Conversion Summit in Frankfurt about conversion and social commerce

Conference at the Conversion Summit in Frankfurt about conversion and social commerce


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  • 1. On-Site Social Commerce Conversion in the post-like world @davidboronat© multiplica 2011
  • 2. Conversion and Social commerce© multiplica 2011
  • 3. Before social networks, conversion entailed creating more persuasive and personal websites.© multiplica 2011
  • 4. But it seems that social commerce can change the way we convert users into customers. ¿Social?© multiplica 2011
  • 5. No problem. It’s easy !!! Just create a fanpage and a Facebook store. And add a ‘Like’ button.© multiplica 2011
  • 6. It was probably like this before Facebook launched Facebook Connect.© multiplica 2011
  • 7. Now the way we integrate our fanpages and sites has changed. 4146 opportunities to share a purchase with friends 4146 bought Identified as a Facebook user 62.202 people like this Site Fanpage© multiplica 2011
  • 8. But we are still too focused on the Facebook side of the equation. Fcommerce Facebook eCommerce© multiplica 2011
  • 9. Are we ready to buy on Facebook? 1 Facebook is about socializing rather than shopping 2 People are still worried about the privacy implications of shopping directly on Facebook 3 There is no need to buy on Facebook. We can build a better customer experience on our site. And it’s just one click away from our fanpage.© multiplica 2011
  • 10. Make no mistake. Facebook will push hard on Fcommerce.© multiplica 2011
  • 11. What should we do on Facebook in the meantime?© multiplica 2011
  • 12. Social Social Buy as a group Impulse > $50 Buy Make a gift Tickets T·shirts Impulse < $50 Recommend Lead to the site Ask Vacations Camera 1¿Qué nosDefine what is the estáis pidiendo? main action you expect your fans to do according the product you sell and your target.© multiplica 2011
  • 13. Social Social Buy as a group Impulse > $50 Buy Make a gift Tickets T·shirts Impulse < $50 Recommend Merchandise has a great Lead to the site opportunity to be bought Ask on Facebook Vacations Camera 1¿Qué nosDefine what is the estáis pidiendo? main action you expect your fans to do according the product you sell and your target.© multiplica 2011
  • 14. Social Social Buy as a group Impulse > $50 Buy Make a gift Tickets T·shirts Impulse < $50 Recommend Lead to the site Ask Vacations Camera 1¿Qué nosDefine what is the estáis pidiendo? main action you expect your fans to do according the product you sell and your target.© multiplica 2011
  • 15. Social Social Buy as a group Impulse > $50 Buy Make a gift Tickets T·shirts Tickets Together makes it Recommend possible to invite friends to the Impulso through their site and cinema < $50 Lead to the site add it to your profile as an event. Ask Vacations Camera 1¿Qué nosDefine what is the estáis pidiendo? main action you expect your fans to do according the product you sell and your target.© multiplica 2011
  • 16. Asos offers exclusive sale previews for its Facebook fans. 2¿Qué nosDesign ‘fan stores’ estáis pidiendo? instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.© multiplica 2011
  • 17. Vodafone offers exclusive promotions for its fans. Impulso < $50 Ask 2¿Qué nosDesign ‘fan stores’ estáis pidiendo? instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.© multiplica 2011
  • 18. Heinz offers limited edition products just for its Facebook fans. 2¿Qué nosDesign ‘fan stores’ estáis pidiendo? instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.© multiplica 2011
  • 19. BestBuy makes it easy to ask our friends about their product catalogue. 3¿Qué nosBe as pidiendo? estáis social as possible Create a reason to share your products.© multiplica 2011
  • 20. El Corte Inglés offers a virtual fitting room on Facebook in order to ask friends about a specific look. 3¿Qué nosBe as pidiendo? estáis social as possible Create a reason to share your products.© multiplica 2011
  • 21. In a few clicks Starbucks allows us to send our friends gifts through their Facebook app. 3¿Qué nosBe as pidiendo? estáis social as possible Create a reason to share your products.© multiplica 2011
  • 22. New call-to-actions to increase the chances our fans talks to their friends about us. 3¿Qué nosBe as pidiendo? estáis social as possible Create a reason to share your products.© multiplica 2011
  • 23. 1800-flowers allows you to buy on Facebook and gives a 20% discount as a Thankyou for Likes. 4¿Qué nosGive your fans a estáis pidiendo? reason to visit your website Especially when you want to close the sale.© multiplica 2011
  • 24. 4¿Qué nosGive your fans a estáis pidiendo? reason to visit your website Especially when you want to close the sale.© multiplica 2011
  • 25. Follow Recommend Visit Recommend Buy 5¿Qué nosIntegrate your fanpage estáis pidiendo? and your site In both directions.© multiplica 2011
  • 26. Social commerce is more than Fcommerce. Fcommerce Social commerce Facebook eCommerce© multiplica 2011
  • 27. And it can impact every persuasion step.5 cosas a tener en cuenta PRODUCT DISCOVERY RECOMMEN- DATION INTEREST SHOPPING DECISION PROCESS MAKING© multiplica 2011
  • 28. Product discovery !   Popularity !   Likes !   Share 1 Social ce commer impact The social graph allows retailers to micro-target consumers and by encouraging users to share opinions on purchases, a retailer can leverage word-of- mouth to drive sales.© multiplica 2011
  • 29. Product discovery To the products that are more popular among friends. Amazon incorporates Facebook Connect on its online store to share information so that users find their friends online with recommendations based on their preferences.© multiplica 2011
  • 30. Product discovery Users themselves will become a vehicle of new product discovery. Etsy proposes we find people who also like a particular product through a simple Favorite tag.© multiplica 2011
  • 31. Product discovery Stores will become more familiar. Users will discover products according to friends’ preferences From its Friend Store, Levis provides visibility and foresight to our Facebook contacts through Facebook Connect showing which products they like and reminding us of approaching birthdays.© multiplica 2011
  • 32. Interest !   Positioning !   Curiosity !   Opinions !   Credibility 1 Social ce commer impact 2© multiplica 2011
  • 33. Interest Our brands can be perceived closer, more human and friendly using social networks. Amnisty International uses social networks to show how active their organization is and give details about projects they are working on.© multiplica 2011
  • 34. Interest Reviews from customers - but especially from friends - will have an increasingly greater role. Uvinum’s new website will use customer reviews to recommend and find the right wine.© multiplica 2011
  • 35. Interest New ways to generate interest will be based on social networks. Ticketmaster allows us to discover users and friends who will attend a Glee concert and share if we are going too.© multiplica 2011
  • 36. Decision Making !   Trust !   Contrast !   Transparency 1 Social ce commer impact 2 3© multiplica 2011
  • 37. Decision Making Integrating what is said about the products we sell on product pages will be a must. Weber does a great job integrating feeds from both Twitter and Facebook of fans enthusiastic about grilling to give more visibility and increase potencial viral content.© multiplica 2011
  • 38. Decision Making We can see usuarios han comprado una determinada oferta. Puedo ver qué who else has purchased the product we are considering to buy. Kactoos’ users are the main players on the site. They take advantatge of user’s interactivity to make the purchase more social.© multiplica 2011
  • 39. Decision Making We will even be able to ask recent buyers directly, especially among our network of acquaintances. Emitations jewelry store - invites us to discover what things our friends from Facebook have bought. Conversion rates for those who wanted to know were 5 times greater than the average user.© multiplica 2011
  • 40. Shopping process !   Social wishlist !   Give-a-gift !   Real-time chat !   New call-to-actions 1 Social ce commer impact 4 2 3 The “friendlier” you make your store, more sales will result.© multiplica 2011
  • 41. Shopping process Stores will recommend products, Users will discover products according to friends’ preferences Etsy offers gift ideas for our Facebook friends.© multiplica 2011
  • 42. Shopping process Making purchase decisions will be more social by integrating real-time conversation tools. Through tools like Shoptogether, you can visit online stores like Buy.com with friends and comment on products, purchase and make decisions together.© multiplica 2011
  • 43. Shopping process User will no longer shop alone: shopping becomes social. Through sites that allow users to share information and create the product they want to purchase as Shiny Orb does when designing wedding dresses and bridesmaids dresses.© multiplica 2011
  • 44. Recommendation !   Social personalization !   Pay-to-share to customers and their friends. 5 1 Social ce commer impact 4 2 3 Never miss a chance to turn a buyer into an influencer for a future shopper.© multiplica 2011
  • 45. Recommendation When a customer shares information on an event, he generates an additional $5.30 in ticket sales. Sharing with friends once we have purchased. Any better moment? Ticketmaster understands how important checkout is and invites customers to discover which event their friends are attending and to share in social networks that they’ve got tickets.© multiplica 2011
  • 46. Recommendation With invites to gift and recommend new products to customers. In Groupon we are currently working on providing an opportunity for a user that has just purchased an item to become interested in other items to buy and want to recommend our products.© multiplica 2011
  • 47. Recommendation Encouraging conversations through the use of new social currencies such as Paywithatweet. Paywithatweet is a great system for users to receive something from companies like a song on the The teenagers site in exchange for sharing on Twitter your interest in a particular band.© multiplica 2011
  • 48. We have a unique opportunity to humanize ecommerce© multiplica 2011
  • 49. We have a unique opportunity to rethink our business around people© multiplica 2011
  • 50. “Social shopping today is where online shopping was before Amazon came on the scene” Anand Rajaraman co-founder of Kosmix© multiplica 2011
  • 51. © multiplica 2011