<ul><li>How can online retailers use Facebook?  </li></ul><ul><li>FDIH conference: Forretning i Facebook /Business in Face...
 
1. Facebook and the Social Media Landscape <ul><ul><li>Profile </li></ul></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><...
1. Facebook and the Social Media Landscape <ul><ul><li>200 million users </li></ul></ul><ul><ul><li>100 million log in eve...
<ul><li>Robin Goad, Hitwise director of research, said: </li></ul><ul><li>“ UK Internet users are spending less of their o...
<ul><li>Upstream traffic from social media now exceeds email. </li></ul><ul><li>Robin Goad, Hitwise director of research, ...
3. Retail Uses
3. Retail Uses - Marketing <ul><li>ASOS Magazine </li></ul><ul><ul><li>“ Just a magazine” within the Facebook browser </li...
3. Retail Uses - Marketing <ul><ul><li>Nike has a better use: </li></ul></ul><ul><ul><ul><li>engages user in participation...
3. Retail Uses - Being a Fan <ul><li>Compare the meerkat! </li></ul><ul><ul><li>Sustained, in-character campaign </li></ul...
3. Retail Uses - Being a Fan Awareness = up Time on site = up Integrated campaign.
3. Retail Uses - Social Affiliates <ul><li>Integration between site and FB app </li></ul><ul><ul><li>Create on FB or web <...
3. Retail Uses - Disappointing <ul><li>Usage is still basic </li></ul><ul><ul><li>Lacking in revenue and checkout </li></u...
4. Other Options
4. Twitter Twitter.com. 291st site in UK. 974% growth yoy. 4.5% of traffic goes to retailers... http://twitterfacts.blogsp...
4. Twitter
4. Twitter
4. Twitter
4. Twitter
<ul><li>Reviews becoming standard </li></ul><ul><li>User “stories”, not just ratings </li></ul><ul><li>78%: “customer reco...
<ul><li>Top style-setters become “Mavens” </li></ul><ul><li>Based on page views AND product clicks </li></ul><ul><li>Custo...
5. Multichannel considerations
5. Multichannel considerations
<ul><li>Configuration </li></ul><ul><li>Social </li></ul><ul><li>Virtual and real... </li></ul><ul><li>Can do on a mobile ...
So?
So? <ul><ul><ul><li>Facebook options </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Fan page - information about your brand, ...
So? <ul><ul><ul><li>Follow your customer - they’re using social networks </li></ul></ul></ul><ul><ul><ul><li>It’s not all ...
Thank you. FDIH conference: Forretning i Facebook /Business in Facebook København/Copenhagen, April 2009 www.ianjindal.com...
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Facebook in Retail - Presentation to the Danish eCommerce Federation (FDIH)

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Keynote for the Danish eCommerce Federation (FDIH) on "Facebook in Business".

Keynote: How can online retail use Facebook?
Ved Ian Jindal, Internet retailing


Ian will look at the role of Facebook in supporting customer's desire to engage with the brand, widgets and actually "doing things" as well as marketing. How can online retailers move towards a commercial and sustainable model. Ian willl look at the commercial opportunities on Facebook, as well as considering why we might use facebook rather than, say, trying to bring people to our own sites (ie 'old fashioned marketing').

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Facebook in Retail - Presentation to the Danish eCommerce Federation (FDIH)

  1. 1. <ul><li>How can online retailers use Facebook? </li></ul><ul><li>FDIH conference: Forretning i Facebook /Business in Facebook </li></ul><ul><li>København/Copenhagen, April 2009 </li></ul><ul><li>www.ianjindal.com </li></ul><ul><li>www.internetretailing.net </li></ul>
  2. 3. 1. Facebook and the Social Media Landscape <ul><ul><li>Profile </li></ul></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Fans </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>“ Connect” </li></ul></ul><ul><ul><li>Ecosystem </li></ul></ul>
  3. 4. 1. Facebook and the Social Media Landscape <ul><ul><li>200 million users </li></ul></ul><ul><ul><li>100 million log in every day </li></ul></ul><ul><ul><li>120 friends (average user) </li></ul></ul><ul><ul><li>8,000 sites linked by Facebook Connect </li></ul></ul><ul><ul><li>30 million users via Mobile </li></ul></ul><ul><ul><li>Mobile users 50% more active </li></ul></ul>Source: http://www.facebook.com/press/info.php?statistics
  4. 5. <ul><li>Robin Goad, Hitwise director of research, said: </li></ul><ul><li>“ UK Internet users are spending less of their online time shopping and more time browsing online media”. </li></ul><ul><li>Source: http://preview.tinyurl.com/cmcukt </li></ul>2. The attraction of Facebook Robin Goad, Hitwise director of research, said: “ UK Internet users are spending less of their online time shopping and more time browsing online media”. Source: http://preview.tinyurl.com/cmcukt
  5. 6. <ul><li>Upstream traffic from social media now exceeds email. </li></ul><ul><li>Robin Goad, Hitwise director of research, said: </li></ul><ul><li>“ The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media”. </li></ul>2. The attraction of Facebook Upstream traffic from social media now exceeds email. Robin Goad, Hitwise director of research, said: “ The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media”.
  6. 7. 3. Retail Uses
  7. 8. 3. Retail Uses - Marketing <ul><li>ASOS Magazine </li></ul><ul><ul><li>“ Just a magazine” within the Facebook browser </li></ul></ul><ul><ul><li>No retail capability </li></ul></ul><ul><ul><li>No product selection </li></ul></ul><ul><ul><li>Very ‘old fashioned’, publishing approach </li></ul></ul>
  8. 9. 3. Retail Uses - Marketing <ul><ul><li>Nike has a better use: </li></ul></ul><ul><ul><ul><li>engages user in participation </li></ul></ul></ul><ul><ul><ul><li>uses voting and viral dissemination </li></ul></ul></ul><ul><ul><ul><li>brand-building </li></ul></ul></ul><ul><ul><ul><li>a resource </li></ul></ul></ul><ul><ul><ul><li>relaxed brand voice </li></ul></ul></ul>
  9. 10. 3. Retail Uses - Being a Fan <ul><li>Compare the meerkat! </li></ul><ul><ul><li>Sustained, in-character campaign </li></ul></ul><ul><ul><li>humour </li></ul></ul><ul><ul><li>linking video, TV, print and web </li></ul></ul><ul><ul><li>Viral - 376,923 fans! </li></ul></ul>
  10. 11. 3. Retail Uses - Being a Fan Awareness = up Time on site = up Integrated campaign.
  11. 12. 3. Retail Uses - Social Affiliates <ul><li>Integration between site and FB app </li></ul><ul><ul><li>Create on FB or web </li></ul></ul><ul><ul><li>Save/link each way </li></ul></ul><ul><ul><li>Share, rate, vote </li></ul></ul><ul><ul><li>But commerce is off-Facebook </li></ul></ul>
  12. 13. 3. Retail Uses - Disappointing <ul><li>Usage is still basic </li></ul><ul><ul><li>Lacking in revenue and checkout </li></ul></ul><ul><ul><li>Limited integration </li></ul></ul><ul><ul><li>Some affiliates show the way </li></ul></ul><ul><ul><li>Facebook itself is limiting: data, API, ownership. </li></ul></ul>
  13. 14. 4. Other Options
  14. 15. 4. Twitter Twitter.com. 291st site in UK. 974% growth yoy. 4.5% of traffic goes to retailers... http://twitterfacts.blogspot.com/2009/01/twitter-traffic-according-to-hitwise.html
  15. 16. 4. Twitter
  16. 17. 4. Twitter
  17. 18. 4. Twitter
  18. 19. 4. Twitter
  19. 20. <ul><li>Reviews becoming standard </li></ul><ul><li>User “stories”, not just ratings </li></ul><ul><li>78%: “customer recommendations are the most credible form of advertising” (Nielsen) </li></ul>4. Reviews <ul><li>Reviews becoming standard </li></ul><ul><li>User ‘stories’, not just ratings </li></ul><ul><li>78% “Customer recommendations are the most credible form of advertising” (Nielsen) </li></ul>
  20. 21. <ul><li>Top style-setters become “Mavens” </li></ul><ul><li>Based on page views AND product clicks </li></ul><ul><li>Customers become sales-people </li></ul><ul><li>Social networks become retailers </li></ul>Co-shoppers as retailers (ThisNext) 4. Social Shopping
  21. 22. 5. Multichannel considerations
  22. 23. 5. Multichannel considerations
  23. 24. <ul><li>Configuration </li></ul><ul><li>Social </li></ul><ul><li>Virtual and real... </li></ul><ul><li>Can do on a mobile phone? </li></ul><ul><li>Copyright Icon Nicholson - http://www.iconnicholson.com/nrf07/ </li></ul>5. Multichannel considerations
  24. 25. So?
  25. 26. So? <ul><ul><ul><li>Facebook options </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Fan page - information about your brand, events, contacts. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Application, linked to website for transaction. Viral and social linking works well </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Limited commercial opportunity and no payment gateway </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Questions over data mining and CRM </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Niche <> volume, by definition!! </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Not an ‘answer’ in itself, but an important part of the customer landscape. </li></ul></ul></ul>
  26. 27. So? <ul><ul><ul><li>Follow your customer - they’re using social networks </li></ul></ul></ul><ul><ul><ul><li>It’s not all about you though - contribute, but not control </li></ul></ul></ul><ul><ul><ul><li>‘ Conversational commerce’ - build reputation, preference, brand </li></ul></ul></ul><ul><ul><ul><li>Social media is greater than Facebook - need to consider a consistent approach and persona across channels </li></ul></ul></ul><ul><ul><ul><li>Reflect your engagement on your site, offline, by phone </li></ul></ul></ul><ul><ul><ul><li>Don’t both if you’re not social and don’t like you’re customers - it will show! </li></ul></ul></ul><ul><ul><ul><li>Revenues are on the way... </li></ul></ul></ul>
  27. 28. Thank you. FDIH conference: Forretning i Facebook /Business in Facebook København/Copenhagen, April 2009 www.ianjindal.com (t @ianjindal) www.internetretailing.net (t @etail)

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