@commercebrain #irce2013Making  $ense  of  Facebook  Search	Type to searchfor people,places andthings
@commercebrain #irce2013Facebook  -­‐‑  Goldmine
@commercebrain #irce2013  Facebook  data  +  features  =  Amplifiers
@commercebrain #irce2013Same  data  pools  (actions  +  objects)	•  Act  as  multipliers	YourmodelTimelineNewsfeed
@commercebrain #irce2013①  Unique  Data
@commercebrain #irce2013①  Unique  Data
@commercebrain #irce2013①  “We  mapped  item  taxonomy  to  FB  interests	“… people bought more unrelatedevents and upsell...
@commercebrain #irce2013①  “We  also  mixed  activity  data	•  …we learned somuch “•  Activity moreaccurate, up todate, ma...
@commercebrain #irce2013①  “Future  in  social	…we  are  prepared.”  	–  Vipul  Sharma,  	Director  of  Data  	Engineering...
@commercebrain #irce2013②  Product  Traffic  Only
@commercebrain #irce2013②              to  Sales  Heaven
@commercebrain #irce2013②  Highway  speed  Sales
@commercebrain #irce2013②  Qualified  HOV  lane
@commercebrain #irce2013②  Zapwow  gets  3K  monthly	2,718	4,797	250	1,063	3,393	Nov-­‐‑12	 Dec-­‐‑12	 Jan-­‐‑13	 Feb-­‐‑1...
@commercebrain #irce2013②  Zapwow  gets  3K  monthly	• 37.22 %• 56.47% back toBuy
@commercebrain #irce2013②  Zappos  confirms  Uplift	•  “Your sample is less than 1% and weget 4X more…”• 1.2M
@commercebrain #irce2013②  How’s  the  HOV  sales?	• 86 %of shopping sessions• 2.6 %in same session CR• 30K users (1.2 M X...
@commercebrain #irce2013②  Zappos	1.  “Converts like email”2.  “80% paid, 20% owned”
@commercebrain #irce2013②  Zappos	3.  “We do shared intereststudies and social listening…surprising insights for DM”4.  “W...
@commercebrain #irce2013③  Who  else  stroke  Riches?
@commercebrain #irce2013③  Who  else  stroke  Riches?	1.  Petflow makes 10M from $200K(28% traffic)2.  Blitzmetrics custom...
@commercebrain #irce2013What  else  I  can  do  NOW?
@commercebrain #irce2013“You  Might  Like  These  Customers  “and  INTEL
@commercebrain #irce2013Viral  Anything  
@commercebrain #irce2013    Help  
@commercebrain #irce2013Models  of  FB  $-­‐‑verse	Direct  sell		Indirect  sell	Unique  offers	Genius  -­‐‑  like  recommen...
@commercebrain #irce2013Hierarchy  of  Sophistication  1  	Edge  Rank  	Look  alike  audiences	Custom  audiences  ads	Kill...
@commercebrain #irce2013Hierarchy  of  Sophistication  2  	I  read  newsfeed	Relevant  ads  to  me	Groups  and  what  I  e...
@commercebrain #irce2013  Facebook  data  +  features  =  Amplifiers
@commercebrain #irce2013Yes,  Yulia  but….
@commercebrain #irce2013Yes,  Yulia  but….
@commercebrain #irce2013Yes,  Yulia  but….
@commercebrain #irce2013We  are  being  trained  NOW	①  Suggestiveprompts②  Classify your subslists③  Mobile sleek④  Photo...
1235
234
@commercebrain #irce2013We  are  trained  to  search…	①  You might also like②  Related photos③  Incentivized check-ins④  S...
@commercebrain #irce2013We  are  trained  to  discover…  	1
231
We  are  trained  to  add  data…  
We  are  trained  to  add  data…  
@commercebrain #irce2013  Social  Science  confirms  the  trend	① Tech makes social capital easy to share② We will share wh...
@commercebrain #irce2013Making  $ense  from  Facebook  search	①  SEO more complex②  Integrate with paid to maxowned and ea...
@commercebrain #irce2013Which  team  YOU?
@commercebrain #irce2013Bonus  =  (email  +  like)	①  Extra on best Facebook marketing(tools, pages, top 10 strategies, co...
@commercebrain #irce2013CommerceBrain  flips  online  stores  to  profit	Yulia  V  Smirnova  CEO  and  Founder  commercebrai...
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
Commercebrain.com on Making Sense  of Facebook Search IRCE2013
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Commercebrain.com on Making Sense of Facebook Search IRCE2013

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CommerceBrain.com CEO Yulia V Smirnova speaks on revenue opportunities for online retailers with Facebook marketing, social graph search based on current experiences and case studies of Eventbrite and Zappos. Making Sense of Facebook Search, presented at Internet Retailer 2013, June 4th, Chicago

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Commercebrain.com on Making Sense of Facebook Search IRCE2013

  1. 1. @commercebrain #irce2013Making  $ense  of  Facebook  Search Type to searchfor people,places andthings
  2. 2. @commercebrain #irce2013Facebook  -­‐‑  Goldmine
  3. 3. @commercebrain #irce2013  Facebook  data  +  features  =  Amplifiers
  4. 4. @commercebrain #irce2013Same  data  pools  (actions  +  objects) •  Act  as  multipliers YourmodelTimelineNewsfeed
  5. 5. @commercebrain #irce2013①  Unique  Data
  6. 6. @commercebrain #irce2013①  Unique  Data
  7. 7. @commercebrain #irce2013①  “We  mapped  item  taxonomy  to  FB  interests “… people bought more unrelatedevents and upsell skyrocketed.”
  8. 8. @commercebrain #irce2013①  “We  also  mixed  activity  data •  …we learned somuch “•  Activity moreaccurate, up todate, matches reallife experience•  next gen
  9. 9. @commercebrain #irce2013①  “Future  in  social …we  are  prepared.”   –  Vipul  Sharma,   Director  of  Data   Engineering discovery”
  10. 10. @commercebrain #irce2013②  Product  Traffic  Only
  11. 11. @commercebrain #irce2013②             to  Sales  Heaven
  12. 12. @commercebrain #irce2013②  Highway  speed  Sales
  13. 13. @commercebrain #irce2013②  Qualified  HOV  lane
  14. 14. @commercebrain #irce2013②  Zapwow  gets  3K  monthly 2,718 4,797 250 1,063 3,393 Nov-­‐‑12 Dec-­‐‑12 Jan-­‐‑13 Feb-­‐‑13 Mar-­‐‑13 Apr-­‐‑13
  15. 15. @commercebrain #irce2013②  Zapwow  gets  3K  monthly • 37.22 %• 56.47% back toBuy
  16. 16. @commercebrain #irce2013②  Zappos  confirms  Uplift •  “Your sample is less than 1% and weget 4X more…”• 1.2M
  17. 17. @commercebrain #irce2013②  How’s  the  HOV  sales? • 86 %of shopping sessions• 2.6 %in same session CR• 30K users (1.2 M X 2.6 %)• $2.1M if average $70
  18. 18. @commercebrain #irce2013②  Zappos 1.  “Converts like email”2.  “80% paid, 20% owned”
  19. 19. @commercebrain #irce2013②  Zappos 3.  “We do shared intereststudies and social listening…surprising insights for DM”4.  “We want to be real&deepwith our customers…”
  20. 20. @commercebrain #irce2013③  Who  else  stroke  Riches?
  21. 21. @commercebrain #irce2013③  Who  else  stroke  Riches? 1.  Petflow makes 10M from $200K(28% traffic)2.  Blitzmetrics customers - RosettaStone $6.5 for $1 spent3.  Badgeville (partner data expandsdata solutions)4.  Wonder app, Yandex, RIP
  22. 22. @commercebrain #irce2013What  else  I  can  do  NOW?
  23. 23. @commercebrain #irce2013“You  Might  Like  These  Customers  “and  INTEL
  24. 24. @commercebrain #irce2013Viral  Anything  
  25. 25. @commercebrain #irce2013    Help  
  26. 26. @commercebrain #irce2013Models  of  FB  $-­‐‑verse Direct  sell Indirect  sell Unique  offers Genius  -­‐‑  like  recommendations
  27. 27. @commercebrain #irce2013Hierarchy  of  Sophistication  1   Edge  Rank   Look  alike  audiences Custom  audiences  ads Killer  apps Promoted  posts Page  with  engaging  content search feed
  28. 28. @commercebrain #irce2013Hierarchy  of  Sophistication  2   I  read  newsfeed Relevant  ads  to  me Groups  and  what  I  engage  with Shared  public  photos,  video,  places Interests Likes I  search I  discover I  engage
  29. 29. @commercebrain #irce2013  Facebook  data  +  features  =  Amplifiers
  30. 30. @commercebrain #irce2013Yes,  Yulia  but….
  31. 31. @commercebrain #irce2013Yes,  Yulia  but….
  32. 32. @commercebrain #irce2013Yes,  Yulia  but….
  33. 33. @commercebrain #irce2013We  are  being  trained  NOW ①  Suggestiveprompts②  Classify your subslists③  Mobile sleek④  Photos auto sync⑤  Classify emotions
  34. 34. 1235
  35. 35. 234
  36. 36. @commercebrain #irce2013We  are  trained  to  search… ①  You might also like②  Related photos③  Incentivized check-ins④  Suggested posts⑤  Recommended ads⑥  Ratings⑦  New savvy search
  37. 37. @commercebrain #irce2013We  are  trained  to  discover…   1
  38. 38. 231
  39. 39. We  are  trained  to  add  data…  
  40. 40. We  are  trained  to  add  data…  
  41. 41. @commercebrain #irce2013  Social  Science  confirms  the  trend ① Tech makes social capital easy to share② We will share whole a lot more (cheap)③ We will do so in structured ways④ “We will be experts, locals everywhere …info will travel with us everywhere we go…”,Sam Lessin, Facebook
  42. 42. @commercebrain #irce2013Making  $ense  from  Facebook  search ①  SEO more complex②  Integrate with paid to maxowned and earned③  Power tools required④  Eventually, cheap or no adsneeded
  43. 43. @commercebrain #irce2013Which  team  YOU?
  44. 44. @commercebrain #irce2013Bonus  =  (email  +  like) ①  Extra on best Facebook marketing(tools, pages, top 10 strategies, costs) and optionalfree 20 min Skype call with Yulia on your questions②  Expedited invite to Graph search③ Free upcomingecommerce Kindlebook (publishing in October 2013 andfree limited to special audiences)
  45. 45. @commercebrain #irce2013CommerceBrain  flips  online  stores  to  profit Yulia  V  Smirnova  CEO  and  Founder  commercebrain.com    contact@commercebrain.com c:  415  666  6002  skype:  commercebrain read  our  blog  hsp://commercebrain.com/blog stalk  us  on  Facebook  hsp://www.facebook.com/Commercebrain follow  us  on  LinkedIn  hsp://www.linkedin.com/company/commercebrain tweet  with  us  hsps://twiser.com/commercebrain   google  +1  us  hsp://gplus.to/commercebrain

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