Tips for Brands Considering Facebook commerce

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A presentation given at the Chinwag event Facebook Insight.

Facebook continues to grow at a rapid pace and brands are starting to explore it as a sales channel as well as an engagement channel. While many think of Facebook commerce as Facebook page stores, Facebook can be used across the sales funnel, whether that be on Facebook.com or brand.com

The presentation briefly outlines the opportunity, suggests six tips for brands to get started with Facebook and then suggests where next.

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  • A short presentation for the Chinwag Facebook Insight Event.\nI’ll be sharing a few tips that brands should consider when thinking about Facebook commerce.\n
  • The biggest criticism of Facebook as a commerce platform is that it’s not an intent platform. With the recent changes at F8 this is perhaps changing.\nBut whether or not the sale happens on Facebook, the Facebook platform can be integrated on brand.com and the power the platform brings (data, virality, identity) can be used to help sales throughout the sales process.\n
  • Its not just about sales. A Facebook commerce strategy has to be part of a wider strategy that looks at fans and engagement as well as sales. When considering commerce on Facebook, the number of fans is your addressable audience but you’re only visible if they’re engaged with you.\n
  • Facebook works hard to protect users data, giving users control over how that data is shared. This is a permissions box that canvas applications have to use before a user can access an application. It protects the user but can be a bit of a mood killer when you’re trying to get a user excited about a product or purchase.\n
  • ASOS was one of the first high profile UK brands to launch on Facebook and they took their whole store onto the site. To do this they reformatted their existing store but it could be argued that it’s not the best experience as it takes a few steps before actually reaching the product. \n
  • So when offering a store on Facebook, the experience needs to be fast (think about where the permissions dialog is presented if at all) OR the offer needs to be unique. This example by GILT gives Facebook fans exclusive access to sales. \n
  • This example for the launch of EA’s Battlefield 3 gives fans access to additional content and specials if they pre-order the game through Facebook.\n
  • But Facebook commerce isnt just about a Facebook page store. Facebook commerce is about on and off Facebook but also on and offline. This is an example of a Nike store that, through a QR code, lets people like their page using a simple mechanic.\nBack to online though and while many brands have integrated Facebook social plugins on their sites not many are doing more than this. Why not launch a fanstore on your brand website?\n
  • Facebook offers a wealth of data which can be useful to both big and small retailers/brands. The data can be used to get a better understanding of who’s buying specific products which can then inform marketers who to target in the future but importantly data can also be used to create a more relevant shopping experience by filtering a larger number of products to display those that are most relevant to a user.\n
  • Smashbox helps create a more personalised store based on a users demographics, interests and their social connections.\nThe important thing to remember with the data when there is so much of it though is how to draw actionable insights.\n
  • Lastly, it’s important to start experimenting. Facebook commerce is still in its nascency. eCommerce took some years to get going and its still new for many brands so I suggest that brands start to exploring. Whether it just be reading the Facebook platform documentation, having a brainstorm with your agency or actually try running a fan exclusive these experiments can be hugely rewarding and of course, successful.\n
  • While Facebook growth in Western countries is slowing due to saturation it continues to grow rapidly in the rest of the world and is growing as a business. Many people liken it to Friendster or Myspace and say that it’s a flash in the pan but I strongly believe Facebook is here to stay. They’ve built the network around real identify and real connections which is a strong foundation. Users have also invested years in creating a presence there which they’re not about to drop.\nPossible areas the site could develop in the future are through Facebook credits. They’re already powering our online identify and much like our Apple IDs are connected with payment details its not much of a stretch to think about a payment solution being rolled out across Facebook connect which is already installed in many top sites.\nThe announcement of Facebook and Paypal working together on x.commerce suggests that Facebook will become even more ubiquitous.\nFor those of you who’ve played with the new timeline might have noticed that Spotifys library has been indexed - imagine Facebook indexing a wider range of products - that would be pretty incredible.\nData - there’s going to be some interesting developments as people become more familiar with the opportunities that the data presents them.\nCRM - the potential for this goes beyond identifying negative sentiment. Its possible for people to subscribe to product categories, brands anything. Some newspaper sites prompt football fans to ‘like’ a team on their site which then allows the paper to publish stories about the team to the fans newsfeed. This could happen with products.\nSo while the site is now several years old, there’s a lot of scope for where it can go and as brands become more comfortable with it, commerce is only going to become more widespread.\n
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  • Tips for Brands Considering Facebook commerce

    1. 1. Tips for getting startedwith Facebook commerce @jameshaycock james@brightsouk.com
    2. 2. Opportunity • Becoming an intent platform? • User data - personalisation, targeting • Fish where the fish are • Virality • Fb page SEO - increased traffic to pages • Fb platform across the web - not just 2
    3. 3. 1. Fans, engagement & sales
    4. 4. 1. Fans, engagement & sales2. Plan the user experience
    5. 5. - Complete catalogue & checkout- Reformatted mobile store- But takes several steps before arrive on product
    6. 6. 1. Fans, engagement & sales2. Plan the user experience3. Something fast or something unique
    7. 7. - Fan or Facebook only exclusives- Value added
    8. 8. 1. Fans, engagement & sales2. Plan the user experience3. Something fast or something unique4. Plan for Facebook across the sales funnel
    9. 9. 1. Fans, engagement & sales2. Plan the user experience3. Something fast or something unique4. Use Facebook through the sales funnel5. Make the most of the data
    10. 10. - A more personalised store- Demographics, interests & social connections- Actionable insights
    11. 11. 1. Fans, engagement & sales2. Plan the user experience3. Something fast or something unique4. Use Facebook through the sales funnel5. Make the most of the data6. Start experimenting
    12. 12. Where Next- Facebook becomes our bank as well as our identity- More ubiquitous - Fb & PayPal- Indexing products? - e.g. Spotify- Smarter use of data- CRM through Fb- Facebook is here to stay 12
    13. 13. @jameshaycockjames@brightsouk.com BrightSouk.com

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