Ondango presentation at startup camp: Social Commerce - Trends & Best Practices

Social Commerce – Trends & Best Practices March, 2012

About me José Matías del Pino CEO at Ondango Industrial Engineer, MBA Graduate of The Founder Institute More than 3 years of experience in the German internet industry. Previous industry experience in logistics (Procter & Gamble), marketing (Robert Bosch) and consulting (The Boston Consulting Group). Guitar player, surfer, skier. @jmdelpinob Ondango -‐ Conﬁden-al 2

About Ondango Ondango is an online shopping system that enables brands to sell their products directly on their Facebook pages Facebook-like user No annoying app requests Features to spread the interface word Our goal: To offer the world’s best shopping experience on Facebook. Ondango -‐ Conﬁden-al 3

Agenda 1.  The three layers of Social Commerce 2.  F-Commerce ≠ F-Commerce 3.  What does work in F-Commerce 4.  What doesn’t work in F-Commerce Ondango -‐ Conﬁden-al 4

The three layers of Social Commerce Social Commerce iscollaboration between people in the context of E-Commerce Ondango -‐ Conﬁden-al 5

The three layers of Social Commerce Collaboration between sellers Collaboration between buyers and Sellers Collaboration between buyers Ondango -‐ Conﬁden-al 6

The three layers of Social Commerce Collaboration between buyers Ondango -‐ Conﬁden-al 7

The three layers of Social Commerce Collaboration between buyers and sellers Ondango -‐ Conﬁden-al 8

The three layers of Social Commerce Collaboration between sellers Ondango -‐ Conﬁden-al 9

F-Commerce ≠ F-Commerce What others say F-Commerce is about empowering people to promote products to their friends, not for brands to spam you on Facebook. Wade Gertne, CEO of 8thBridge F-Commerce is about product discovery, leveraging user’s preferences to create a "taste graph”. Christian Taylor, CEO of Payvment F-Commerce is about fan-commerce - a fan-loyalty platform to drive customer retention and customer acquisition. Paul Mardsen, Editor, Social Commerce Today Ondango -‐ Conﬁden-al 11

Two types of F-Commerce 1.- “Fan – Commerce” Facebook-centricMusic bands & labels communication Sports organizations Real, engaged fans Universities Merchandising products Goal: Sell more (FB as additional sales channel) Ondango -‐ Conﬁden-al 12

Two types of F-Commerce 1.- “Deal – Commerce” Foster fan engagement Fashion brands Run special promotions E-Commerce retailers Move inventory Goal: branding and customer retention Ondango -‐ Conﬁden-al 13

What does work in F-Commerce S how up O n the N ewsfeed Ondango -‐ Conﬁden-al 15

What does work in F-Commerce Show up On the Newsfeed Offer “shareable” products •  Facebook-only products (e.g. pre-ofﬁcial launch) •  One-time-only availability •  Special discounts •  Limited stock •  Original/nice/funny products Ondango -‐ Conﬁden-al 16

What does work in F-Commerce Show up On the Newsfeed Publish the products on the Pages wall •  Focus on text, image, link and description •  Don’t be spammy (max. 3 posts/day) •  Rotate products Ondango -‐ Conﬁden-al 17

What does work in F-Commerce Show up On the Newsfeed Optimize your EdgeRank •  Post high-weight content (e.g. videos and pictures) EdgeRank: Algorithm that decides what content shows up on the•  Ask users for feedback or make news feed. questions on your status updates The Edgerank of a post depends•  Ask for a large quantity of likes to on the type of content, its reveal new content relevance to the user and how recent it is. •  Find the best timing to post Ondango -‐ Conﬁden-al 18

What doesn’t work in F-Commerce Asking users to accept an app request App requests decrease conversion rate by up to 80% Users don’t like app requests Ondango -‐ Conﬁden-al 20

What doesn’t work in F-Commerce Storefronts Lower conversion rate due to longer purchase funnel and broken ﬂow. Storefront: A shop on Facebook that redirects users to an online shop outside of Facebook to complete the purchase. Ondango -‐ Conﬁden-al 21

What doesn’t work in F-Commerce Shops with a non-Facebook UI •  Shops feel like a “strange body” on Facebook. •  Users’ decrease of trust lowers the conversion rate. Ondango -‐ Conﬁden-al 22

What doesn’t work in F-Commerce Fan gating •  Fan Gates have a bounce rate of over 75%. •  But: If executed well, it can work. Fan gating: the action of hiding content on a Facebook for non- fans, to prompt them to become one. Ondango -‐ Conﬁden-al 23

Thank you! www.ondango.com/careers Ondango -‐ Conﬁden-al 24

Ondango presentation at startup camp: Social Commerce - Trends & Best Practices

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