How can online retailers use Facebook? FDIH conference: Forretning i Facebook /Business in Facebook København/Copenhagen, April 2009 www.ianjindal.com www.internetretailing.net

How can online retailers use Facebook?

FDIH conference: Forretning i Facebook /Business in Facebook

København/Copenhagen, April 2009

www.ianjindal.com

www.internetretailing.net

1. Facebook and the Social Media Landscape Profile Friends Mail Applications Events Fans Videos “ Connect” Ecosystem

Profile

Friends

Mail

Applications

Events

Fans

Videos

“ Connect”

Ecosystem

1. Facebook and the Social Media Landscape 200 million users 100 million log in every day 120 friends (average user) 8,000 sites linked by Facebook Connect 30 million users via Mobile Mobile users 50% more active Source: http://www.facebook.com/press/info.php?statistics

200 million users

100 million log in every day

120 friends (average user)

8,000 sites linked by Facebook Connect

30 million users via Mobile

Mobile users 50% more active

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 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

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

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”. 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”.

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”.

3. Retail Uses

3. Retail Uses - Marketing ASOS Magazine “ Just a magazine” within the Facebook browser No retail capability No product selection Very ‘old fashioned’, publishing approach

ASOS Magazine

“ Just a magazine” within the Facebook browser

No retail capability

No product selection

Very ‘old fashioned’, publishing approach

3. Retail Uses - Marketing Nike has a better use: engages user in participation uses voting and viral dissemination brand-building a resource relaxed brand voice

Nike has a better use:

engages user in participation

uses voting and viral dissemination

brand-building

a resource

relaxed brand voice

3. Retail Uses - Being a Fan Compare the meerkat! Sustained, in-character campaign humour linking video, TV, print and web Viral - 376,923 fans!

Compare the meerkat!

Sustained, in-character campaign

humour

linking video, TV, print and web

Viral - 376,923 fans!

3. Retail Uses - Being a Fan Awareness = up Time on site = up Integrated campaign.

3. Retail Uses - Social Affiliates Integration between site and FB app Create on FB or web Save/link each way Share, rate, vote But commerce is off-Facebook

Integration between site and FB app

Create on FB or web

Save/link each way

Share, rate, vote

But commerce is off-Facebook

3. Retail Uses - Disappointing Usage is still basic Lacking in revenue and checkout Limited integration Some affiliates show the way Facebook itself is limiting: data, API, ownership.

Usage is still basic

Lacking in revenue and checkout

Limited integration

Some affiliates show the way

Facebook itself is limiting: data, API, ownership.

4. Other Options

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

4. Twitter

4. Twitter

4. Twitter

4. Twitter

Reviews becoming standard User “stories”, not just ratings 78%: “customer recommendations are the most credible form of advertising” (Nielsen) 4. Reviews Reviews becoming standard User ‘stories’, not just ratings 78% “Customer recommendations are the most credible form of advertising” (Nielsen)

Reviews becoming standard

User “stories”, not just ratings

78%: “customer recommendations are the most credible form of advertising” (Nielsen)

Reviews becoming standard

User ‘stories’, not just ratings

78% “Customer recommendations are the most credible form of advertising” (Nielsen)

Top style-setters become “Mavens” Based on page views AND product clicks Customers become sales-people Social networks become retailers Co-shoppers as retailers (ThisNext) 4. Social Shopping

Top style-setters become “Mavens”

Based on page views AND product clicks

Customers become sales-people

Social networks become retailers

5. Multichannel considerations

5. Multichannel considerations

Configuration Social Virtual and real... Can do on a mobile phone? Copyright Icon Nicholson - http://www.iconnicholson.com/nrf07/ 5. Multichannel considerations

Configuration

Social

Virtual and real...

Can do on a mobile phone?

Copyright Icon Nicholson - http://www.iconnicholson.com/nrf07/

So?

So? Facebook options Fan page - information about your brand, events, contacts. Application, linked to website for transaction. Viral and social linking works well Limited commercial opportunity and no payment gateway Questions over data mining and CRM Niche <> volume, by definition!! Not an ‘answer’ in itself, but an important part of the customer landscape.

Facebook options

Fan page - information about your brand, events, contacts.

Application, linked to website for transaction. Viral and social linking works well

Limited commercial opportunity and no payment gateway

Questions over data mining and CRM

Niche <> volume, by definition!!

Not an ‘answer’ in itself, but an important part of the customer landscape.

So? Follow your customer - they’re using social networks It’s not all about you though - contribute, but not control ‘ Conversational commerce’ - build reputation, preference, brand Social media is greater than Facebook - need to consider a consistent approach and persona across channels Reflect your engagement on your site, offline, by phone Don’t both if you’re not social and don’t like you’re customers - it will show! Revenues are on the way...

Follow your customer - they’re using social networks

It’s not all about you though - contribute, but not control

‘ Conversational commerce’ - build reputation, preference, brand

Social media is greater than Facebook - need to consider a consistent approach and persona across channels

Reflect your engagement on your site, offline, by phone

Don’t both if you’re not social and don’t like you’re customers - it will show!

Revenues are on the way...

Thank you. FDIH conference: Forretning i Facebook /Business in Facebook København/Copenhagen, April 2009 www.ianjindal.com (t @ianjindal) www.internetretailing.net (t @etail)