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F-Commerce for Dummies
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F-Commerce for Dummies

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F-Commerce presentation for the Chinwag Facebook Marketing Conference 2011

F-Commerce presentation for the Chinwag Facebook Marketing Conference 2011

Published in Business , Technology
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  • Because in most cases they will have had to ‘ liked ’ the page first
  • Customers get customers via a viral loop
  • “ The Big Lebowski ” available for rental on Facebook through a “ social theater. ” Users of the social network will be able to rent the cult Coen Brothers film for 30 Facebook Credits (roughly $3) and watch it on the social network as many times as they wish within a 48-hour window. Because the film is rated R, only Facebook users above the age of 17 will be able to rent the film. Users will also be able to “ like ” and share certain quotations or scenes from the films, as well as particular actors or icons (think the Dude ’ s Richard Nixon bowling poster). To encourage sharing, users who rent the film will also be able to pass on a $1 discount coupon to five friends.
  • “ The Big Lebowski ” available for rental on Facebook through a “ social theater. ” Users of the social network will be able to rent the cult Coen Brothers film for 30 Facebook Credits (roughly $3) and watch it on the social network as many times as they wish within a 48-hour window. Because the film is rated R, only Facebook users above the age of 17 will be able to rent the film. Users will also be able to “ like ” and share certain quotations or scenes from the films, as well as particular actors or icons (think the Dude ’ s Richard Nixon bowling poster). To encourage sharing, users who rent the film will also be able to pass on a $1 discount coupon to five friends.
  • Warner Brothers streaming exclusive content via Facebook credits micropayments
  • Warner Brothers streaming exclusive content via Facebook credits micropayments
  • Burberry streamed their Prorsum Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
  • Burberry streamed their Prorsum Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
  • Subcriptions: (early days but an emerging trend) Candy Japan EUR 16.50€ per month and every two weeks you ’ ll receive surprise candy – direct from Japan, complete with cute and kooky packaging. Only a few months in and Candy Japan has around 120 subscribers that will bring in about $35K per annum.  
  • Subcriptions: (early days but an emerging trend) Candy Japan EUR 16.50€ per month and every two weeks you ’ ll receive surprise candy – direct from Japan, complete with cute and kooky packaging. Only a few months in and Candy Japan has around 120 subscribers that will bring in about $35K per annum.  
  • ... to drive trial and thus increase offline sales Exclusivity , scarcity with an experience is a proven technique for stimulating word of mouth
  • Fans that have ‘ liked ’ you on Facebook, love your product and have given you the opportunity to broadcast to them so use Facebook to love them back.
  • These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future
  • These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future
  • These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future

Transcript

  • 1. F-Commerce for Dummies Sean Singleton [email_address] @helloskive Chinwag Facebook Marketing Conference
  • 2. What is it F Commerce?
  • 3.  
  • 4. Selling to fans not consumers through Facebook
  • 5.  
  • 6. Usually in the form of a “ fan store ”
  • 7.  
  • 8. It can be selling ON Facebook or selling WITH Facebook
  • 9. Trends
  • 10. 1. Fan-first exclusives
  • 11.  
  • 12. The new fragrance Burberry Body which was launched on a pop-up fan store on its Facebook page
  • 13. .
  • 14. . When launching a new variety of Heinz Tomato Ketchup it initially offer the first 3,000 bottles exclusively on Facebook.
  • 15.  
  • 16. Old Spice is now selling merchandise on Facebook from its award winning Old Spice Man advertising campaign.
  • 17. 2. Sharing & Streaming
  • 18.  
  • 19. The latest DVD release of “ The Big Lebowski ” is available for rental on Facebook through a “ social theater. ” Facebook users will be able to rent the cult Coen Brothers film for 30 Facebook Credits.
  • 20.  
  • 21. Warner Brothers streaming exclusive content like Dark Knight via Facebook credits.
  • 22.  
  • 23. Burberry streamed their Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages
  • 24.  
  • 25. Currently f-commerce is generally a one shot thing
  • 26. So how can brands get fans to return again and again?
  • 27. Subscriptions are currently an emerging trend in e-commerce
  • 28.  
  • 29.
        • Birchbox is an interesting concept in the world of beauty. You pay $10 per month and receive 4-5 hand picked deluxe samples.
  • 30.  
  • 31.
        • Candy Japan offers a subscription service where for 16.50€ per month you receive Japanese candy every two weeks.
        • .
  • 32. These schemes fit perfectly with f-commerce and we ’ ll start to see them soon on Facebook
  • 33. Insights
  • 34. 1. Replicating what you already sell elsewhere
  • 35.  
  • 36. Rather, use f-commerce for retail events
  • 37. 2. “ Treat f-commerce as fan-commerce ” - Paul Marsden – Editor, Social Commerce Today
  • 38. And finally
  • 39. 3. Experiment and explore opportunities to learn from your fans
  • 40.  
  • 41. [email_address] @helloskive