Your SlideShare is downloading. ×
  • Like
Social Commerce for Marketers -
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Social Commerce for Marketers -

  • 1,500 views
Published

Social

Social

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,500
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
37
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. June 1, 2011 Contact: Michael Fasciano, @Fasciano Social Commerce for Marketers Overview and POV
  • 2. Agenda
    • What is Social Commerce?
    • The Opportunity, Trends & Examples
  • 3. What is social commerce?
    • A subset of e-commerce that involves using social media contributions and interactions to assist in the online promotion, buying and selling of product in and beyond social platforms.
    • With HomeGoods making great strides in social media, the time may be right for HomeGoods leverage social investments and grab a greater piece of the digital commerce pie.
  • 4. Social commerce is a significant driver behind online retail growth
    • Social commerce is currently estimated at $5 billion annually
    • Expected to increase 600% by 2015
  • 5. Why pair commerce with social media?
    • All generations exhibit social behaviors as they shop (right)
    • Social network users actively discuss promotions, ratings, and the final purchase:
      • 56% discuss product sales and promotions
      • 50% give advice on what to purchase
      • 49% talk about where to purchase products
  • 6. Facebook commerce is gaining momentum
    • 8% of brand Facebook pages are commerce enabled
    • 50,000 retailers have opened an F-commerce store
    • F-Commerce can be executed as a
      • full-service commerce experience
      • browser-driven experience that drives to alternate commerce enabled destinations
    • Key benefits:
      • Convenient experience
      • Instant sharing and discussion
      • Turn-key channel for engagement and promotional opportunities
    AdAge, “ Facebook Commerce: A Brief History, ” http://bit.ly/pdXgDv
  • 7. SOCIAL COMMERCE TRENDS
  • 8. Conversation among friends impacts purchase decisions
    • 69% of online buyers find ratings and reviews helpful for making purchase decisions
    • 67% of shoppers spend more online after receiving recommendations from their online friends
    eMarketer, “ US Retail Ecommerce Forecast, ” April 2011 Implication : Integrate commerce into conversation with friends of the brand
  • 9. Transactions are moving closer to the conversation for convenience and engagement (i.e. up-funnel)
    • Gillette ’ s extensive shop tab selection allows fans to purchase their favorite Gillette products without ever having to leave Facebook.
    Implication : Bring transactions closer to the conversation by initiating on social channels
  • 10. Gift giving is a strong fit for engagement among community and friends 771,383 Likes Implication : Consider ways in which to make gifts a unique part of the community relationship
  • 11. Commerce-primed social channels can deploy turn-key promotions that support revenue generation
    • 56% of online shoppers enter a retail-sponsored contest
    • Gap has given away 10,000 pairs of jeans through Facebook Places ’ check-in deals
    AdAge, “ Facebook Commerce: A Brief History, ” http://bit.ly/pdXgDv eMarketer, “ US Retai l eCommerce Forecast, ” April 2011 Implication : Use social promotions to increase consideration for featured social commerce
  • 12. Sharing drives more traffic to point-of-purchase
    • Levi ’s saw 40x increase in FB referral traffic after implementing the ‘Like’ button
    • Coca-Cola is getting 11% of unique site views from Facebook pages
    eMarketer, “ US Retail Ecommerce Forecast, ” April 2011 eMarketer, “ Social Commerce, ” January 2011 Mashable, “ Beginner ’ s Guide to F-Commerce, ” July 30: http://on.mash.to/oba3tb Implication : Make all transaction opportunities shareable with friends
  • 13. LONGER TERM GROWTH OPPORTUNITIES
  • 14. Giving gifts to friends can go viral
  • 15. The new behavioral targeting: Amex offers deals based on your Facebook Likes
  • 16. An up-tick in collaborative shopping is already happening
    • Wet Seal ’s ‘Shop with Friends’ tab increased sales by 20% due to shop tab referrals
    Mashable, “ The Beginner ’ s Guide to Facebook Commerce, ” http://on.mash.to/oba3tb
  • 17. Social profiles can inform personalized shopping experiences
    • 36% of US online retailers are implementing social sign-on
    • 41% of web users prefer social sign-in to traditional account logins
    eMarketer, “ Social Commerce, ” January 2011
  • 18. Hybrid commerce hosts product browsing on Facebook, but drives traffic to established e-commerce channels Review / Discuss Products Make the Purchase On-Site
  • 19. Models of F-Commerce to Consider
    • Facebook initiated selling
      • Set up a storefront on Facebook for browsing deals, giftcards, product, etc.
      • The vast majority of brand stores start the shopping process at FB but then jump over to an independent commerce page
    • Complete selling via Facebook
      • A transaction process that never takes users away from FB
    • iFrames vs. Facebook Apps
      • iFrames allow content hosting in the 520-pixel middle column. Advantage is simplicity
      • Apps require more development and the primary advantage is more real-estate
  • 20. APPENDIX
  • 21. Retail e-commerce sales continue to expand rapidly in the US
    • Online purchasing has become mainstream
    • In 2011, 179 million consumers 14+ will research products online
    • 83% of them will make an online purchase
    • eCommerce will continue to grow significantly through 2015 and beyond