Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스)
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Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스)

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1. why we use social network services for business
2. what concepts of social commerce and facebook commerce(f-commerce) are
3. how to use facebook for business

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Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스) Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스) Presentation Transcript

  • Social Commerce Dr. Myungjin Lee
  • Agenda1. Why Social?2. Social Commerce3. F-Commerce
  • Agenda1. Why Social?2. Social Commerce3. F-Commerce
  • Traditional Web Business
  • Start new onlineshopping mall!!!
  • But…No body there???
  • 지면 구분 유닛명 2012년 1월 2012년 2월 2012년 3월 2012년 4월 2012년 5월네이버 Home 네이버 >Home>>타임보드(475x100) 0~1시 8,000,000 8,000,000 8,000,000 9,000,000 9,000,000 1~2시 4,000,000 4,000,000 5,000,000 5,000,000 5,000,000 2~3시 3,000,000 3,000,000 3,000,000 3,000,000 3,000,000 3~4시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000 4~5시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000 5~6시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000 6~7시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000 7~8시 3,000,000 3,000,000 3,000,000 3,000,000 4,000,000 8~9시 10,000,000 10,000,000 11,000,000 12,000,000 12,000,000 9~10시 23,000,000 23,000,000 24,000,000 26,000,000 26,000,000 10~11시 26,000,000 25,000,000 26,000,000 29,000,000 29,000,000 11~12시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000 12~13시 20,000,000 20,000,000 21,000,000 23,000,000 22,000,000 13~14시 27,000,000 27,000,000 28,000,000 31,000,000 31,000,000 14~15시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000 15~16시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000 16~17시 28,000,000 27,000,000 29,000,000 31,000,000 31,000,000 17~18시 27,000,000 26,000,000 27,000,000 30,000,000 30,000,000 18~19시 20,000,000 20,000,000 21,000,000 23,000,000 23,000,000 19~20시 17,000,000 17,000,000 17,000,000 19,000,000 19,000,000 20~21시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000 21~22시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000 22~23시 11,000,000 11,000,000 11,000,000 12,000,000 12,000,000 23~24시 10,000,000 10,000,000 10,000,000 11,000,000 11,000,000
  • 지면 구분 상품명 사이즈 CPM(단가) 최소집행금액 판매단위 일반 초기배너 430*105 3,000 10,000,000 CPM(주단위) 초기배너 시급제 430*105 10,000,000 10,000,000 30분 고정 초기브랜딩스테이션_일반 초기브랜딩스테이션_HD 초기브랜딩스테이션_HD 스킨 초기브랜딩스테이션_HD 와이드 초기브랜딩스테이션_HD 프리미엄 초기브랜딩스테이션_드래그 초기브랜딩스테이션_드래그_블랙앤화이트 초기브랜딩스테이션_드래그_핸드 초기브랜딩스테이션_롤페이퍼 초기브랜딩스테이션_마우스오버 220*170 70,000,000 70,000,000 반일 고정 초기브랜딩스테이션_마우스오버_자유형초기 특수 초기브랜딩스테이션_마우스오버_캐릭터형 초기브랜딩스테이션_멀티확장 초기브랜딩스테이션_커플슬라이드 초기브랜딩스테이션_큐브 초기브랜딩스테이션_크래쉬 초기브랜딩스테이션_트랜스폼 초기브랜딩스테이션_펌프 초기브랜딩스테이션_플래그 초기브랜딩스테이션_기본확장 282*170 초기우측여백 56*112 30,000,000 - 일고정(화/목) 초기검색창텍스트 300*21 4,000,000 4,000,000 구좌(8시간) / 총 2구좌 초기미니검색창텍스트 159*24 4,000,000 4,000,000 일고정(월/화/목) 브랜드트윗 별도 제작가이드 참고 15,000,000 15,000,000 일고정(월/수/금)
  • Unfortunately, it didnt work outTOO Expensive!!! as expected.
  • Why Social???
  • Social media includes web-based and mobile based technologieswhich are used to turn communication into interactive dialoguebetween organizations, communities, and individuals.
  • Analog Online SocialConsumer Consumer ConsumerBehavior Behavior Behavior Model Model Model ttention ttention esire nterest nterest earch esire earch ction emory ction iral ction hare nduce
  • 4 out of 5 internet users visit social networks and blogs.
  •  901 million Active Users2222222222 one billion Posts per day 100 billion friendships 2.7 billion likes/comments per day 250 million photos uploaded each day
  •  465 million Twitter Accounts222 290 million Tweets per day 175 million tweet view 11 accounts per second
  • 70 million 39 millionWordPress blogs Tumblr blogs worldwide worldwide
  • Count of User
  • 2.8 billion Social media profiles
  • Easy to get theprofile of users who can become my target consumer
  • Viral Marketing
  • This is only a channel to get users opinion related to the products.
  • NETFLIX split its $7.99 unlimited streaming and DVDservices between 2 websites requiring separate subscriptions. Streaming for $7.99 / MOS DVD-by-Mail $11.99 / MOS
  • Qwikster launched 96,092 tweets. Condemned Mocked Positive Reponses
  • Within 6 months of the QWIKSTER announcement,NETFLIXs stock price fell 60%.October 1st, the NETFLIX CEO nixed QWIKSTER andemailed millions of subscribers a personal apology.
  • Be careful… easy to success and easy to fail
  • Agenda1. Why Social?2. Social Commerce3. F-Commerce
  • What is Social Commerce?a subset of electronic commerce thatinvolves using social media, onlinemedia that supports social interactionand user contributions, to assist in theonline buying and selling of productsand services.
  • Advantage of Social Commerce Low Viral Effect Marketing Cost Potential Customers
  • 36% 34% 64% 66%36% of social media users 2 out of 3 social media userspost brand-related content. believe Twitter influences purchases.
  • 25% 50% 50% 75%50% of people follow brands 75% of companies now usein social media Twitter as a marketing channel
  • 11% 41% 59% 89%41% of the class of 2011 89% of agencies said theyused social media in their would use Facebook tojob search. advertise for their clients in 2012.
  • 30% 50% 50% 70%One out two mobile shoppers 7/10 Southeast Asianshare their shopping consumers have liked orexperience on social networks. followed a brand on social media.
  • Types of Social Commerce 1. Group Purchase 2. Social Link on the Site 3. Including Social Web Functions 4. F-Commerce
  • Social Link Buttons to share
  • Agenda1. Why Social?2. Social Commerce3. F-Commerce
  • Facebook commerce, f-commerce, and f-commrefer to the buying and selling of goods or servicesthrough Facebook, either through Facebookdirectly or through the Facebook Open Graph.
  • ProfileYour profile (timeline) is acomplete picture of yourself onFacebook.
  • PagesPages allow businesses, brands, andcelebrities to connect with people onFacebook. Admins can post informationand news feed updates to people wholike their pages.
  • Ads and Sponsored StoriesReach your potential customers andgrow your audience with highly targetedads and sponsored stories on Facebook.
  • http://socialcommercetoday.com/say-hello-to-the-f-commerce-ecosphere-infographic/
  • http://socialcommercetoday.com/say-hello-to-the-f-commerce-ecosphere-infographic/
  • http://socialcommercetoday.com/f-commerce-for-retailers-one-image-to-persuade-you-download/
  • Advantages of F-Commerce1. reflection of customers opinions2. raising brand awareness3. improvement of consumer preferences4. increasing sales5. viral effect6. sales analysis
  • ListenWhatTheySay!!!
  • Id really be glad tohave your views on my products.
  • Who clicks my ad?
  • Events!!!
  • Targeting for my ad
  • Sponsored Stories You May Like
  • Viral Marketing on Facebook
  • Facebook Insights
  • Facebook Insights
  • Step 1: Create your Page• Add content – Include important information such as your location, links, hours, photos, or menus so that people can get to know your business• Claim your Place – Connect your physical store location to your Page by claiming your Place so people can find you and check in• Invite your customers – Invite current and new customers to like your Page, and promote it with in-store signs, flyers, emails, and website links
  • Step 1-1: Build your PageOnce you’ve created your Page, the nextstep is to make sure it represents yourproducts and mission.
  • Step 1-1: Build your Page
  • Step 1-1: Build your Page• Cover photo – This is the first thing people will see when they visit your Page. Choose a unique photo and change it as often as your like
  • Step 1-1: Build your Page• Profile photo – This represents your Page on other parts of Facebook, like in news feed. Use your logo or another image that’s associated with you
  • Step 1-1: Build your Page• About – Write a short statement that clearly describes what your business is, and include helpful links and contact information
  • Step 1-1: Build your Page• Web Address
  • Step 1-2: Add Contents• Views and apps – Photos, likes and apps are at the top of your Page. Change the order so people see what matters to you first
  • Step 1-2: Add Contents• Posts – Add updates, photos, videos and links about your business so people always see fresh content on your Page
  • Step 1-3: Invite Friends
  • Step 2: Engage your customers• Join the conversation – Use your Page to post regular updates about your business and provide exclusive offers to generate comments and drive engagement• Build deep relationships – Get to know your fans and make people feel at home by responding to their comments in a predictable, timely way• Gain valuable insights – Learn how your audience is interacting with your Page and make adjustments to increase engagement
  • Step 2-1: Talk to your customersPost regularly to develop deeperrelationships with your customers andcreate an active community around yourPage.Give your Page an authentic and consistentvoice, and encourage people to like andshare your posts.
  • Step 2-1: Talk to your customers• Share exclusive content – Post photos, videos, menus or other "sneak peaks" about new products and events
  • Step 2-1: Talk to your customers• Ask questions – Simple questions let customers give feedback on a product or service
  • Step 2-1: Talk to your customers• Create an event – Celebrate a launch, holiday, or anniversary and promote it to your loyal customers
  • Step 2-1: Talk to your customers• Highlight what’s important – Hover over a story you’ve created and click on the star to make it wider, or on the pencil to pin it to the top of your Page, hide or delete it entirely• Manage everything in one place – Keep track of all the activity on your Page from your admin panel. Respond when people write on your Page timeline and view your latest insights
  • Step 2-2: Learn and GrowSet some goals to shape your Page posts and ensurethey are useful and relevant. Then check the metricson your Page Insights Dashboard regularly to learn:• Who your customers are• What day of the week most people visit• How often people comment• Which posts are most engaging
  • Step 2-2: Learn and Grow
  • Step 3: Promote your business• Create Ads – Use highly effective Facebook Ads to get the word out to exactly who you want using targeting criteria such as interests, location and more• Run Sponsored Stories – Set up Sponsored Stories to take advantage of friends talking to friends about your business
  • Step 3-1: Expand your reachThere are a number of ways to increaseawareness and bring more people to yourPage.
  • Step 3-1: Expand your reach• Tell in-store customers – Add calls to action such as “Like us on Facebook” on in-store signs, emails and business cards
  • Step 3-1: Expand your reach• Promote your Facebook Page – Add your Facebook Page web address to your business cards, flyers, or receipts• Get the Like button on your website – Make it easy for people to like your page, even when theyre not on Facebook
  • Step 3-1: Expand your reach• Set up Check-in Deals – Reward loyal customers with discounts and other special offers to build valuable relationships that help drive awareness for your business
  • Step 3-2-1: Identify Your GoalsStart by defining what you want to promote(Page, Event, App, Website), and the goalsyou want to achieve.
  • Step 3-2-1: Identify Your Goals• Build awareness – Reach a large audience with a widely targeted ad campaign• Drive sales – Offer special deals and giveaways in your ad campaign to bring people into your store• Grow your fan base – Encourage people to like your Page by offering valuable benefits for engaging
  • Step 3-2-2: Design an Engaging AdCreate multiple versions of your ads withdifferent images and body copy to find outwhich combinations are most effective.
  • Step 3-2-2: Design an Engaging Ad
  • Step 3-2-2: Design an Engaging Ad• Include your business or Page name, a question, or key information in the title• Provide a clear action to take in the body copy, and highlight the benefits• Use a simple, eye-catching image that is related to your body copy and title• Target different audiences to determine which groups are most responsive to your ads
  • Step 3-2-3: Target the Right PeopleThink about the profiles (timelines) of thepeople you want to reach with your ads, andselect criteria based on what your audienceis interested in, instead of what they mightbe looking to buy.
  • Step 3-2-3: Target the Right People• Location, Language, Education, and Work• Age, Gender, Birthday, and Relationship Status• Likes & Interests• Friends of Connections• Connections
  • Step 3-2-3: Target the Right People
  • Step 3-2-4: Manage Your BudgetSet a budget that will allow you to effectivelyreach your target audience, and check yourcampaign performance often.
  • Step 3-2-4: Manage Your Budget• CPC vs CPM – Determine if you want to pay on a cost-per-click (CPC) or cost- per-impression (CPM) basis• Daily Budget – Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show• Bid Price – Bid prices fluctuate often. Set a bid within or above the suggested range, and check your Ads Manager often to update it when the suggested range changes
  • Step 3-2-4: Manage Your Budget
  • Step 3-2-5: Review and Improve• Get basic data about your ads, such as impressions and clicks• Learn about your audiences age, gender, and location at an aggregate level• View specific time periods to learn how your ad performance has evolved
  • Step 3-2-5: Review and Improve
  • Question??? Contents Search on the Semantic Web
  • Contents Search on the Semantic Web Dr. Myungjin Lee e-Mail : xml@yonsei.ac.kr Twitter : http://twitter.com/MyungjinLee Facebook : http://www.facebook.com/mjinlee SlideShare : http://www.slideshare.net/onlyjiny/
  • References• 100 more social media statistics for 2012 http://thesocialskinny.com/100-more-social-media-statistics-for-2012/• The Power of the Social Consumer http://mashable.com/2012/02/29/social-consumer-infographic/• 101 Examples of Social Business ROI http://www.beingpeterkim.com/2012/01/social-business-roi-examples.html• 101 examples of f-commerce http://econsultancy.com/us/blog/7540-101-f-commerce-examples• Facebook for Business http://www.facebook.com/business• F-Commerce, 김영한 and 김현영, 헤리티지 (2011) http://book.naver.com/bookdb/book_detail.nhn?bid=6728348