• Like

Ogilvy on Facebook Commerce

  • 23,691 views
Uploaded on

In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook …

In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook Commerce - and how it can play an integral part in any business strategy.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
23,691
On Slideshare
0
From Embeds
0
Number of Embeds
17

Actions

Shares
Downloads
1,104
Comments
2
Likes
49

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. commercePresented by Audio Options: Exclusive Media Partner Powered by Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
  • 2. Speakers Thomas Crampton John Stauffer Brian Giesen @thomascrampton @johnstauffer @bdgiesen Asia-Pacific Director Regional Strategy Director Regional Director Ogilvy | Hong Kong Ogilvy | Hong Kong Ogilvy | Sydney commerce
  • 3. Questions and Comments @ogilvyasia! or! commerce
  • 4. Quick Poll What  city  are  you  dialing  in  from? commerce
  • 5. “If I had to guess, social commerce is the next area to really blow up” -Mark ZuckerbergSource:  h*p://www.flickr.com/photos/briansolis/2696198607/   commerce
  • 6. AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  • 7. AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  • 8. Expected e-commerce growth byregion from 2010-2013 Numbers  in  Billions   283.0   195.2   323.1   235.3   Europe   165.8   U.S.A.   13.2% 155.7   Asia   12.4% 27.5% 121.7  Rest  of  World   55.8   29.7% 963.0   572.5   Global   19.4%h*p://www.internetretailer.com/2011/01/04/global-­‐e-­‐commerce-­‐sales-­‐head-­‐1-­‐trillion-­‐mark   commerce
  • 9. The Web will be involved in 53% oftotal retail sales by 2014Source:  Forrester   commerce
  • 10. Facebook’s Exponential Reach for Brands 750 million users Friends of Friends Friends of fans: 60M Friends Fan Base: 500KSource: SocialBakers.com commerce
  • 11. F-Commerce and Social Media 68%   3   10%   Say they use social The top 3 brands on Average Facebook networks when shopping Facebook sell directly store sees 10% month online on the platform to month increase in transactionsSource: Forrester/Shop.org, socialcommercetoday.com commerce
  • 12. F-Commerce and Social Media 75%   25%   7-­‐10%   75% on Facebook 25% of customers have ‘Liked’ a connect with brands to Cart Values are 7-10% brand page receive discounts higher via FacebookSource: Forrester/Shop.org, socialcommercetoday.com commerce
  • 13. Social Commerce Market Size(US  Billions)   $30   $21   CAGR  =  43%   $14   $9   $5  Source: Forrester, GP Bullhound, Booz & Company Analysis commerce
  • 14. Quick Poll Would  you  purchase  physical  goods   off  of  a  social  networking  site  like     Facebook?   commerce
  • 15. Survey says… Would you purchase physical goods off of a social networking site like Facebook? X ✓   Note: Those not willing to purchase goods largely expressed concerns related to Security and Privacy.Source: Booz & Company survey commerce
  • 16. AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  • 17. Commerce F-Commerce means selling goods or services using Facebook. F-Commerce is a driving force behind the intersection of social networking and business. Source: Altimeter Group commerce
  • 18. Five Benefits of “Social” Shopping on FacebookSource: Altimeter Group commerce
  • 19. Insight Facebook stores on the brand pages of Proctor & Gamble are used as a “live-learning-lab” to help the business understand how consumers interact with their brands and technology in real life, opposed to via artificial surveys and sterile focus groups. commerce
  • 20. Brand ExperienceIncreasingly, when asked why theyconnect with brands on Facebook,consumers say it is to shop and fordeals. By adding a store to theirFacebook page, a brand improvesthe experience and delivers at thistouch point. commerce
  • 21. LoyaltyBrands are using F-commerce to drive brand loyalty and increase propensityto repurchase – relative to competitors by offering loyal brand fans a privilegepoint of purchase. commerce
  • 22. Advocacy Using Facebook stores to get products into the hands of the people most likely to recommend them, their fans. By supporting each other via digital technology, consumers create their own loyalty loop with the brand that may promote repurchase. commerce
  • 23. Facebook ROIAs the central component of anybusiness case, ROI is a financial measure.One way to measure Facebook ROI is tolink investment in Facebook to sales. E-commerce enabled Facebook brandpages help make this possible. commerce
  • 24. AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  • 25. Commerce On  Facebook     With  Facebook   F-stores Facebook ads Facebook e-commerce stores where A variety of advertising methods are shoppers can purchase real goods available depending on how brands with real currency without leaving want to reach fans (through friends of Facebook. friends or targeted marketing). Facebook Credits Custom Apps The mandatory currency used for Users can create games, stores, and games and in-app virtual goods. other engaging features for Recently being used for real goods promotional purposes or to provide with Deals on Facebook. uniquely branded experiences to fans. Facebook Deals Facebook Places Share experiences as opposed to just Local retailers drive in-store traffic by discounts. Consumers pay inside offering special discounts to consumers Facebook with a credit card, PayPal, who check in to their location with or Facebook Credits. Facebook places on their mobile.Source: Altimeter Group commerce
  • 26. On  Facebook F-Stores BAHN   Ticket sales and runs commerce
  • 27. On  Facebook F-Credits commerce
  • 28. On  Facebook F-Deals Drive sales through exclusive Facebook Deals commerce
  • 29. With  Facebook F-Ads Facebook Ads appear as banner ads on the right hand side of the platform. Brands can track the value of a fan arriving on an e- commerce site from a Facebook ad commerce
  • 30. With  Facebook Custom Apps Create Custom Apps to drive sales commerce
  • 31. With  Facebook F-Places commerce
  • 32. AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  • 33. F-Commerce Framework DISCOVERABLE EXCLUSIVE ENGAGINGBrand pages must be easy to find Brands should keep exclusive Using a content calendar, brands and also integrated with other content/ value behind fangate, should encourage 2 way brand digital assets Visitors must first like the brand conversations to maximize organic (e.g. social plug-ins on website) page before seeing its content   word of mouth on Facebook CONVERT!   Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure   commerce
  • 34. F-Commerce Tactics DISCOVERABLE EXCLUSIVE ENGAGING -Fans only photos - Better brand page name + URL - Conversation calendar -Fans only contests - Social Plugins on official website - Embrace fans’ comments -Fans only information about brand - Facebook ads - Highlight fan-generated content -Fans only benefits - Work with other brand pages - Ask questions - Work with influencers -Fans only offers or discounts to - Be their friends convert sales/ leads CONVERT!   Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure   commerce
  • 35. Likes: The Fangate IKEA Summer Sale! Over 1,000 products as low as 60% offSource: www.facebook.com/ikeahongkong commerce
  • 36. Explore and AdaptSource: www.facebook.com/marketing commerce
  • 37. Show and Tell DIESELCAM commerce
  • 38. Exclusive ContentSource: www.facebook.com/marketing commerce
  • 39. Calls to ActionSource: www.facebook.com/marketing commerce
  • 40. Sponsored Stories Driving Purchase" 160% lift in brand recall 200% lift in message awareness 400% lift in purchase intent commerce
  • 41. F-Commerce Landscape Facebook Operating Additional Features Storefront Platform Key Information Customizable Checkout Like/ On Off Apps Analytics Price Large Small On Facebook Comment/ Facebook Facebook Business Business Share • • • • • • • *   • • $$   • • • • • • $$$ • • • • $ • • • • • • $ • • • • • • • • • • • • • • • $ • • • • • • • • $$ • • • • • • • • • • *Revenue  Share   commerce
  • 42. Facebook Measurement Model REACH ENGAGEMENT ACTION•  Number of fans for brand pages •  Number of discussion topics •  Click through rates for advertisements •  Number of wall posts on brand•  Number of brand mentions on page walls •  Number of contest entries •  Number of wall posts•  Number of news updates x fans •  Number of applications •  Number and tone of reviews downloaded posted•  Ad impressions •  Amount of content or offers •  Offline actions driven by coupons shared or special offers •  Video views •  Web traffic generated commerce
  • 43. The Most Awarded Social Media Agency in APAC   The  Holmes  Report  Awards   Click  Awards   •  2011:  APAC  Digital  Consultancy  of  the  Year   •  2010:  Integrated  Marke`ng   IPA  EffecIveness  Awards   WPPed  Cream  Awards   commerce •  2010:  Bronze  award  for  “How  Branding  Generated   Sales,  Even  in  a  Recession”   •  2010:  Best  Consumer  Marke`ng   ITSMA  MarkeIng  Excellence  Awards   Asia  Pacific  PR  Awards   •  2010:  Most  Effec`ve  Public  Rela`ons  (Diamond)   •  2010:  Best  Use  of  Digital  x  3   IBM  Global  Best  PracIce  Awards   •  2009:  Best  Use  of  Digital   •  2010:  Best  CFO  Case  Study  (Silver)   Asia  MarkeIng  EffecIveness  Awards   •  2010:  Best  Impact  in  Regional  Ac`vity  Using  Social   •  2010:  Most  Effec`ve  Public  Rela`ons   Media  (Bronze)   •  2010:  Values  Award   Ogilvy  Professional  Achievement  Awards   •  2010:  Best  in  Digital  Influence  (Taiwan)   MicrosoX  MarkeIng  Awards   •  2010:  Best  Specialized  Marke`ng  (Shanghai)   •  2010:  Social  Media  Marke`ng  in  Asia  Pacific   •  2010:  Best  submission  for  30th  anniversary  compe``on   AYcus  Awards   (Hong  Kong)   •  2010  Best  Digital  Influence  Essay   Marke`ng  Magazine   •  2011  Digital  Agency  of  the  Year   •  2011  Crea`ve  Agency  of  the  Year  Presented by Audio Options: Exclusive Media Partner Powered by Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
  • 44. Thank You!thomas.crampton@ogilvy.com john.stauffer@ogilvy.com Brian.giesen@ogilvy.com Asia-Pacific Director Regional Strategy Director Regional Director Ogilvy | Hong Kong Ogilvy | Hong Kong Ogilvy | Sydney commerce