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.
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Ogilvy on Facebook CommercePresentation Transcript
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.
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
Questions and Comments @ogilvyasia! or! commerce
Quick Poll What city are you dialing in from? commerce
“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
AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
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
The Web will be involved in 53% oftotal retail sales by 2014Source: Forrester commerce
Facebook’s Exponential Reach for Brands 750 million users Friends of Friends Friends of fans: 60M Friends Fan Base: 500KSource: SocialBakers.com commerce
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
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
Social Commerce Market Size(US Billions) $30 $21 CAGR = 43% $14 $9 $5 Source: Forrester, GP Bullhound, Booz & Company Analysis commerce
Quick Poll Would you purchase physical goods off of a social networking site like Facebook? commerce
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
AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
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
Five Benefits of “Social” Shopping on FacebookSource: Altimeter Group commerce
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
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
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
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
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
AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
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
On Facebook F-Stores BAHN Ticket sales and runs commerce
On Facebook F-Credits commerce
On Facebook F-Deals Drive sales through exclusive Facebook Deals commerce
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
With Facebook Custom Apps Create Custom Apps to drive sales commerce
With Facebook F-Places commerce
AGENDA! The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
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
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
Likes: The Fangate IKEA Summer Sale! Over 1,000 products as low as 60% offSource: www.facebook.com/ikeahongkong commerce
Explore and AdaptSource: www.facebook.com/marketing commerce
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
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.
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
Zehra Seda Öznur
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