F-Commerce for Dummies

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F-Commerce presentation for the Chinwag Facebook Marketing Conference 2011

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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
  • F-Commerce for Dummies

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

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