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SYZYGY FIRESIDE TALK                           FROM LIKE TO BUY                          FACEBOOK MARKETING THAT SELLS    ...
HELLO. PERMIT ME TO INTRODUCE MYSELF...    DIGITAL               EDITOR    ETHNOGRAPHER          INDUSTRY BLOG            ...
642 652 380                           16 215 380  FACEBOOK IS HUGESaturday, 5 March 2011
16 215 380 FACEBOOK IS GR             OWSaturday, 5 March 2011                          G                         IN
FACEBOOK IS ADDICTIVE  34%  SOURCE http://mashable.com/2010/07/07/oxygen-facebook-study/Saturday, 5 March 2011            ...
FACEBOOK IS A GENERATION                         F-GEN: AN ATTITUDE NOT A COHORTSaturday, 5 March 2011
FACEBOOK IS SOCIAL MEDIA  SOURCE http://www.penn-olson.com/2010/12/21/facebook-vs-twitter/Saturday, 5 March 2011
FACEBOOK                      IS A MARKETING                            PLATFORM                         Ads             s...
Ads  SOURCE http://econsultancy.com/uk/blog/6383-facebook-expects-its-advertising-revenue-to-explode-this-yearSaturday, 5 ...
sCRM                   IN PRINCIPLE...                              Social Customer Relationship Management  SOURCE http:/...
sCRM       IN PRACTICE...                             2.0                  MAGAZINE                ON-DEMAND              ...
sCRM                  MAGAZINE 2.0                                                                                    CONT...
sCRM       MAGAZINE 2.0        EDITORIAL EDITORIAL ENGAGING CUSTOMERS WITH A POINT OF VIEW AND PERSONALITY: WOMANITY BY TH...
sCRM       MAGAZINE 2.0          NEWS                         SOURCE http://l2thinktank.com/digital-iq/digital-iq-beauty/ ...
sCRM       MAGAZINE 2.0        FEATURES FEATURES ENGAGING CUSTOMERS WITH ‘FEATURE’ SECTIONS L’ORÉAL PARIS’ BEHIND THE SCEN...
sCRM       MAGAZINE 2.0        HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES LANCÔME WITH MICHELLE PHAN ...
sCRM       MAGAZINE 2.0        HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES L’ORÉAL’S ‘DESTINATION BEAU...
sCRM       MAGAZINE 2.0         QUIZZES QUIZZES ENGAGING CUSTOMERS WITH REGULAR QUIZZES, TESTS & GAMES: MAC - #1 BEAUTY BR...
sCRM       MAGAZINE 2.0         REVIEWS REVIEWS ENGAGING CUSTOMERS WITH TRUSTED USER REVIEWS CLINIQUE USER REVIEWS ON FACE...
sCRM       MAGAZINE 2.0         REVIEWS REVIEWS ENGAGING CUSTOMERS WITH CELEBRITY POINT OF VIEW AND PERSONALITY: WOMANITY ...
sCRM       MAGAZINE 2.0        CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS & SWEEPSTAKES E.L.F. COSMETICS -...
sCRM       MAGAZINE 2.0        CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS AND SWEEPSTAKES NIVEA - NEW YEAR...
sCRM       MAGAZINE 2.0         OFFERS OFFERS ENGAGING CUSTOMERS WITH SPECIAL OFFERS CLARINS ‘F-SAMPLING’ - FREE STUFF FOR...
sCRM         Like            Like   Like   Like   Like   Like         Like            Like   Like   Like   Like   Like    ...
sCRM                  SO WHAT? ...ACTUALLY QUITE A LOT HOW MUCH IS A LIKE WORTH?           1x                           Li...
sCRM                                     Spam                                                              2730           ...
sCRM +               Buy                                    Deals             68%                        WHY DO YOU FOLLOW...
Buy              sCRM                         sCRM +                          Buy       Buy    =   $ ROI           (INVEST...
e-commerce                                     Buy                           SELLING WITH FACEBOOKSaturday, 5 March 2011
f-commerce                                     Buy                           SELLING WITH FACEBOOKSaturday, 5 March 2011
social commerce             SELLING WITH SOCIAL MEDIA  SOURCE http://socialcommercetoday.com/speed-summary-boozco-report-t...
Buy           1.               2.             3.              4.           5.    FACEBOOK             FACEBOOK      FACEBO...
Buy               1.         FACEBOOK          STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMER...
Buy               1.         FACEBOOK          STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMER...
Buy               1.         FACEBOOK          STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMER...
Buy               1.         FACEBOOK          STORES ‘POP-UP’ CAMPAIGN STORES BUILDING BUZZ AROUND CAMPAIGNS WITH TEMPORA...
Buy               1.         FACEBOOK          STORES TRYVERTISING (SAMPLING) STORES DRIVING TRIAL AND ADVOCACY WITH SAMPL...
Buy               1.         FACEBOOK          STORES WALL STORES DRIVING STORES TO WALLS VIRAL SHOPLETS EMBEDDED INTO NEW...
Buy               1.         FACEBOOK          STORES MIRROR STORES DRIVING E-COMMERCE TRAFFIC BY MIRRORING WEB-STORE IN F...
Buy               1.         FACEBOOK          STORES CURATED STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMER...
Buy               2.         FACEBOOK           DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, S...
Buy               2.         FACEBOOK           DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, S...
Buy               2.         FACEBOOK           DEALS FACEBOOK DEALS DRIVING FOOTFALL - BUILDING ON THE GROUPON GROUP-BUY ...
Buy               3.         FACEBOOK         IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED E...
Buy               3.         FACEBOOK         IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED E...
Buy               3.         FACEBOOK         IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED E...
Buy               3.         FACEBOOK         IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED E...
Buy               3.         FACEBOOK         IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED E...
Buy               4.        FACEBOOK        ENHANCED       WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERC...
Buy               4.        FACEBOOK        ENHANCED       WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERC...
Buy               5.      FACEBOOK ADS       (FOR E-SALES         TRAFFIC) FACEBOOK ADS FOR E-COMMERCE TRAFFIC DRIVING E-C...
Buy        WHERE TO START?           1.               2.         3.          4.            5.    FACEBOOK             FACE...
Buy           STARTING OUT: TRYVERTISING STORE                                sCRM                  F-COMMERCE            ...
Buy      STARTING OUT: TRYVERTISING STORE                          sCRM                 F-COMMERCE                        ...
Buy  L ISTEN                LISTEN TO YOUR FOLLOWERS - WHAT KIND OF F-COMMERCE                         WOULD INTEREST THEM...
“It’s not the strongest that  survives. Nor the most  intelligent. It’s the one most  adaptable to change”  CHARLES DARWIN...
SYZYGY FIRESIDE TALK                                                       THANK YOU                         FROM ‘LIKE’ T...
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  1. 1. SYZYGY FIRESIDE TALK FROM LIKE TO BUY FACEBOOK MARKETING THAT SELLS 9 MARCH 2011 DISCUSSION HOST / DR PAUL MARSDEN DIGITAL ETHNOGRAPHER / SYZYGYSaturday, 5 March 2011
  2. 2. HELLO. PERMIT ME TO INTRODUCE MYSELF... DIGITAL EDITOR ETHNOGRAPHER INDUSTRY BLOG AUTHOR AUTHOR CONNECTED MARKETING SYZYGY SYZYGY CONNECTED MARKETING SOCIAL PSYCHOLOGIST NET PROMOTER CERTIFIED REFORMED BODYBUILDER DR PAUL MARSDENSaturday, 5 March 2011
  3. 3. 642 652 380 16 215 380 FACEBOOK IS HUGESaturday, 5 March 2011
  4. 4. 16 215 380 FACEBOOK IS GR OWSaturday, 5 March 2011 G IN
  5. 5. FACEBOOK IS ADDICTIVE 34% SOURCE http://mashable.com/2010/07/07/oxygen-facebook-study/Saturday, 5 March 2011 PROPORTION OF WOMEN AGED 18-34 WHO CHECK FACEBOOK WHEN THEY FIRST WAKE UP - EVEN BEFORE GOING TO THE BATHROOM.
  6. 6. FACEBOOK IS A GENERATION F-GEN: AN ATTITUDE NOT A COHORTSaturday, 5 March 2011
  7. 7. FACEBOOK IS SOCIAL MEDIA SOURCE http://www.penn-olson.com/2010/12/21/facebook-vs-twitter/Saturday, 5 March 2011
  8. 8. FACEBOOK IS A MARKETING PLATFORM Ads sCRM Sales FACEBOOK ADS SOCIAL CRM F-COMMERCESaturday, 5 March 2011
  9. 9. Ads SOURCE http://econsultancy.com/uk/blog/6383-facebook-expects-its-advertising-revenue-to-explode-this-yearSaturday, 5 March 2011
  10. 10. sCRM IN PRINCIPLE... Social Customer Relationship Management SOURCE http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship- management/Saturday, 5 March 2011
  11. 11. sCRM IN PRACTICE... 2.0 MAGAZINE ON-DEMAND INTERACTIVE REAL-TIME MULTIMEDIASaturday, 5 March 2011
  12. 12. sCRM MAGAZINE 2.0 CONTENTS Editorial News Features How To... Quiz Reviews Contest Offers IMAGE CREDIT http://www.flickr.com/photos/londonfashionphotographer/5270813964/Saturday, 5 March 2011
  13. 13. sCRM MAGAZINE 2.0 EDITORIAL EDITORIAL ENGAGING CUSTOMERS WITH A POINT OF VIEW AND PERSONALITY: WOMANITY BY THIERRY MUGLERSaturday, 5 March 2011
  14. 14. sCRM MAGAZINE 2.0 NEWS SOURCE http://l2thinktank.com/digital-iq/digital-iq-beauty/ NEWS ENGAGING CUSTOMERS WITH RELEVANT LOCAL MARKET BRAND & BEAUTY NEWS CLINIQUE - BEAUTY BRAND WITH THE HIGHEST DIGITAL IQSaturday, 5 March 2011
  15. 15. sCRM MAGAZINE 2.0 FEATURES FEATURES ENGAGING CUSTOMERS WITH ‘FEATURE’ SECTIONS L’ORÉAL PARIS’ BEHIND THE SCENES VIDEO WITH GWEN STEFANISaturday, 5 March 2011
  16. 16. sCRM MAGAZINE 2.0 HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES LANCÔME WITH MICHELLE PHAN - WORLD’S TOP SUBSCRIBED YOUTUBERSaturday, 5 March 2011
  17. 17. sCRM MAGAZINE 2.0 HOW TO... HOW TO... ENGAGING CUSTOMERS WITH HOW-TO VIDEO GUIDES L’ORÉAL’S ‘DESTINATION BEAUTY’ GUIDESaturday, 5 March 2011
  18. 18. sCRM MAGAZINE 2.0 QUIZZES QUIZZES ENGAGING CUSTOMERS WITH REGULAR QUIZZES, TESTS & GAMES: MAC - #1 BEAUTY BRAND ON FACEBOOK - 1,591,988 LIKESSaturday, 5 March 2011
  19. 19. sCRM MAGAZINE 2.0 REVIEWS REVIEWS ENGAGING CUSTOMERS WITH TRUSTED USER REVIEWS CLINIQUE USER REVIEWS ON FACEBOOKSaturday, 5 March 2011
  20. 20. sCRM MAGAZINE 2.0 REVIEWS REVIEWS ENGAGING CUSTOMERS WITH CELEBRITY POINT OF VIEW AND PERSONALITY: WOMANITY BY THIERRY MUGLERSaturday, 5 March 2011
  21. 21. sCRM MAGAZINE 2.0 CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS & SWEEPSTAKES E.L.F. COSMETICS - A BRAND BUILT ON SOCIAL MEDIASaturday, 5 March 2011
  22. 22. sCRM MAGAZINE 2.0 CONTESTS CONTESTS ENGAGING CUSTOMERS WITH REGULAR CONTESTS AND SWEEPSTAKES NIVEA - NEW YEARS CONTESTSaturday, 5 March 2011
  23. 23. sCRM MAGAZINE 2.0 OFFERS OFFERS ENGAGING CUSTOMERS WITH SPECIAL OFFERS CLARINS ‘F-SAMPLING’ - FREE STUFF FOR A LIKESaturday, 5 March 2011
  24. 24. sCRM Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like SO WHAT? Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like Like LikeSaturday, 5 March 2011
  25. 25. sCRM SO WHAT? ...ACTUALLY QUITE A LOT HOW MUCH IS A LIKE WORTH? 1x Like = 130 x Reach 6x Like = 1x Buy SOURCE http://socialcommercetoday.com/facebook-share-worth-14-rpa-revenue-per-action-a-tweet-5/Saturday, 5 March 2011
  26. 26. sCRM Spam 2730 AV. NEWS FEED ITEMS/WEEK FACEBOOK MARKETING: LESS IS MORE SOURCE http://www.facebook.com/press/info.php?statisticsSaturday, 5 March 2011
  27. 27. sCRM + Buy Deals 68% WHY DO YOU FOLLOW BRANDS? 38% 34% 28% 20% FOR SPECIAL TO KEEP UP SHOPPING TO LEAVE TO SHOW DEALS WITH NEWS FEEDBACK OTHERS I’M A FAN SOURCE http://econsultancy.com/uk/blog/7136-why-do-people-follow-brands-on-facebook (UK Nat Rep Survey Feb 2011 2500 respondents)Saturday, 5 March 2011
  28. 28. Buy sCRM sCRM + Buy Buy = $ ROI (INVESTMENT) + INCOME = ROI ONLY WAY TO CALCULATE ROI OF SCRM: CREATE A DIGITAL TRACE TO SALESSaturday, 5 March 2011
  29. 29. e-commerce Buy SELLING WITH FACEBOOKSaturday, 5 March 2011
  30. 30. f-commerce Buy SELLING WITH FACEBOOKSaturday, 5 March 2011
  31. 31. social commerce SELLING WITH SOCIAL MEDIA SOURCE http://socialcommercetoday.com/speed-summary-boozco-report-the-30bn-social-commerce-market/Saturday, 5 March 2011
  32. 32. Buy 1. 2. 3. 4. 5. FACEBOOK FACEBOOK FACEBOOK FACEBOOK FACEBOOK ADS STORES DEALS IN-STORE ENHANCED (FOR E-SALES WEB-STORES TRAFFIC) F-COMMERCE | SELLING WITH FACEBOOKSaturday, 5 March 2011
  33. 33. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  34. 34. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  35. 35. Buy 1. FACEBOOK STORES VIP FAN-STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING AN EXCLUSIVE VIP RETAIL EXPERIENCESaturday, 5 March 2011
  36. 36. Buy 1. FACEBOOK STORES ‘POP-UP’ CAMPAIGN STORES BUILDING BUZZ AROUND CAMPAIGNS WITH TEMPORARY STORES SELLING PROMOTED PRODUCTS & CAMPAIGN MERCHANDISESaturday, 5 March 2011
  37. 37. Buy 1. FACEBOOK STORES TRYVERTISING (SAMPLING) STORES DRIVING TRIAL AND ADVOCACY WITH SAMPLING STORESSaturday, 5 March 2011
  38. 38. Buy 1. FACEBOOK STORES WALL STORES DRIVING STORES TO WALLS VIRAL SHOPLETS EMBEDDED INTO NEWSFEEDSSaturday, 5 March 2011
  39. 39. Buy 1. FACEBOOK STORES MIRROR STORES DRIVING E-COMMERCE TRAFFIC BY MIRRORING WEB-STORE IN FACEBOOKSaturday, 5 March 2011
  40. 40. Buy 1. FACEBOOK STORES CURATED STORES BUILDING LOYALTY AND ADVOCACY WITH YOUR BEST CUSTOMERS BY OFFERING A CURATED SELECTION OF THE BEST OF WHAT YOU SELLSaturday, 5 March 2011
  41. 41. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, STARBUCKS, MACY’SSaturday, 5 March 2011
  42. 42. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - GAP, H&M, NORTH FACE, MCDONALDS, STARBUCKS, MACY’SSaturday, 5 March 2011
  43. 43. Buy 2. FACEBOOK DEALS FACEBOOK DEALS DRIVING FOOTFALL - BUILDING ON THE GROUPON GROUP-BUY MODELSaturday, 5 March 2011
  44. 44. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  45. 45. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  46. 46. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  47. 47. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  48. 48. Buy 3. FACEBOOK IN-STORE FACEBOOK IN-STORE DRIVING SALES IN-STORE WITH A FACEBOOK-ENHANCED EXPERIENCESaturday, 5 March 2011
  49. 49. Buy 4. FACEBOOK ENHANCED WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERCE EXPERIENCE - ‘SHOP WITH YOUR SOCIAL GRAPH’Saturday, 5 March 2011
  50. 50. Buy 4. FACEBOOK ENHANCED WEB-STORES FACEBOOK ENHANCED WEB-STORES ENHANCING THE E-COMMERCE EXPERIENCE - ‘SHOP WITH YOUR SOCIAL GRAPH’Saturday, 5 March 2011
  51. 51. Buy 5. FACEBOOK ADS (FOR E-SALES TRAFFIC) FACEBOOK ADS FOR E-COMMERCE TRAFFIC DRIVING E-COMMERCE TRAFFIC WITH FACEBOOK ADSSaturday, 5 March 2011
  52. 52. Buy WHERE TO START? 1. 2. 3. 4. 5. FACEBOOK FACEBOOK FACEBOOK FACEBOOK FACEBOOK ADS STORES DEALS IN-STORE ENHANCED (FOR E-SALES WEB-STORES TRAFFIC) sCRM → Buy ✕ sCRM + Buy ✓Saturday, 5 March 2011
  53. 53. Buy STARTING OUT: TRYVERTISING STORE sCRM F-COMMERCE STEP 1: TRYVERTISING (SAMPLING) STORES DRIVING TRIAL AND ADVOCACY WITH SAMPLING STORESSaturday, 5 March 2011
  54. 54. Buy STARTING OUT: TRYVERTISING STORE sCRM F-COMMERCE 3. CUSTOMER 5. BRAND 1. CUSTOMER 2. CUSTOMER 4. ALL 3*+ TEAM RECEIVES STEP 1: TRYVERTISING (SAMPLING) STORES PAYS VIP RECEIVES REGULAR REVIEWS FAVOURITE REVIEWS AUTO POSTED TO ‘REVIEW CLOUD’ SUBSCRIPTION SUMMARY DRIVING TRIAL AND ADVOCACY WITH SAMPLING YT SAMPLE BOX PRODUCT IN FB + STORES BOX (WORDLE)Saturday, 5 March 2011
  55. 55. Buy L ISTEN LISTEN TO YOUR FOLLOWERS - WHAT KIND OF F-COMMERCE WOULD INTEREST THEM E XPERIMENT EXPERIMENT WITH A RANGE OF LOW-COST TRIALS TO SEE WHAT WORKS FOR YOUR BRAND A DAPT ADAPT YOUR STRATEGY BASED ON FEEDBACK AND WHAT WORKS D EVELOP DEVELOP YOUR F-COMMERCE STRATEGY CONTINUOUSLY, TRIALLING NEW SOLUTIONS AS THEY BECOME AVAILABLELEAD APPROACH TO DEPLOYING F-COMMERCESaturday, 5 March 2011
  56. 56. “It’s not the strongest that survives. Nor the most intelligent. It’s the one most adaptable to change” CHARLES DARWIN IMAGE CREDIT http://neoformix.com/2009/Darwin.htmlSaturday, 5 March 2011
  57. 57. SYZYGY FIRESIDE TALK THANK YOU FROM ‘LIKE’ TO ‘BUY’ FACEBOOK MARKETING THAT SELLS CONVERSATION STARTER... IF YOU WERE TO TRY F-COMMERCE WHICH TOOL WOULD YOU FIRST USE?Saturday, 5 March 2011

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