Free Online                                Business                                WebinarsMarketer’s Guide to F-Commerce:...
Meet Your Moderator   James New APAC Marketing    Citrix Online   Follow us >         GoToWebinar        @gotowebinar
How to interact todayRaise your virtual hand up to ask    an audio question at the end          Type your comments        ...
Today’s Guest Speaker    Brian Giesen          @bdgiesen Regional Director, SydneyOgilvy 360°Digital Influence
Quick Poll What is your organisations current level  of marketing activity with Facebook?  commerce
“If I had to guess, social                          commerce is the next area to                                   really ...
AGENDA           The Power of           Commerce in    What is F                  Asia    Commerce?           Case Studies...
AGENDA           The Power of           Commerce in     What is F            Asia Pacific   Commerce?           Case Studi...
Expected e-commerce growth by    region from 2010-2013 Numbers in Billions                                                ...
The Web will be involved in 53%    of total retail sales by 2014Source: Forrester                    commerce
Facebook’s Exponential Reach for  Brands                           750 million users                             Friends o...
F-Commerce and Social Media              68%                                            3                   10%         Sa...
F-Commerce and Social Media               75%                                       25% 7‐10%             75% on Facebook ...
Social Commerce Market Size(US Billions)                                                                              $30 ...
Quick Poll Would you purchase physical goods  off a social networking site like  Facebook?  commerce
Survey says…   Would you purchase physical goods off of a social networking site like Facebook?                           ...
AGENDA           The Power of           Commerce in    What is F                  Asia    Commerce?           Case Studies...
Commerce     F-Commerce meansselling goods or services         using Facebook.F-Commerce is a driving        force behind ...
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-...
Brand ExperienceIncreasingly, when asked whythey connect with brands onFacebook, consumers say it is toshop and for deals....
LoyaltyBrands are using F-commerce to drive brand loyalty and increasepropensity to repurchase – relative to competitors b...
Advocacy           Using Facebook stores to get products into the           hands of the people most likely to recommend t...
Facebook ROIAs the central component of anybusiness case, ROI is a financialmeasure. One way to measureFacebook ROI is to ...
AGENDA           The Power of           Commerce in    What is F                  Asia    Commerce?           Case Studies...
Commerce                          On Facebook                             With Facebook                           F-stores...
On Facebook              F-Stores   BAHN              commerce
On Facebook              F-Deals                                   •    Launched  July 2011                               ...
On Facebook              F-Credits              commerce
On Facebook              F-Deals                                   Drive sales through                                   e...
With Facebook                           F-Ads                                   Facebook Ads appear as banner             ...
With Facebook                           Custom Apps                           Create Custom Apps to drive sales           ...
With Facebook                           F-Places                commerce
AGENDA           The Power of           Commerce in    What is F                  Asia    Commerce?           Case Studies...
F-Commerce Framework  DISCOVERABLE                               EXCLUSIVE                              ENGAGING          ...
F-Commerce TacticsDISCOVERABLE                                   EXCLUSIVE                              ENGAGING          ...
Likes: The Fangate                                          IKEA Summer Sale! Over                                        ...
Explore and AdaptSource: www.facebook.com/marketing                commerce
Show and Tell                DIESELCAM   commerce
Exclusive ContentSource: www.facebook.com/marketing                commerce
Calls to ActionSource: www.facebook.com/marketing                commerce
Sponsored Stories DrivingPurchase                         160%                         lift in brand recall               ...
F-Commerce LandscapeFacebook                       Operating                                    Additional                ...
Facebook Measurement Model          REACH                        ENGAGEMENT                              ACTION• Number of...
The Most Awarded Social Media Agency in APAC                The Holmes Report Awards                                  Clic...
Q&ARaise your virtual hand up to ask    an audio question at the end          Type your comments        Type question here...
great         Reasons to fill out the exit survey    Receive the Handout Slides and Resources1   from today’s presenter Br...
Q&ARaise your virtual hand up to ask    an audio question at the end          Type your comments        Type question here...
Today’s webinar brought to you by:     Webinars Made Easy                            Meetings Made EasyUnlimited Events fo...
Thank you for attending     (and interacting)!     We will send you a link to the recorded session later today,and the sli...
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The Marketers Guide to F-Commerce GoToWebinar Presentation 26oct11

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Examples of brands that have cracked Facebook to grow their business are appearing daily, and new sets of software, tools and analytics have sprung up to help marketers convert fans to customers.

Join Ogilvy’s Brian Giesen for a live, interactive webinar and learn:
• How to use Facebook as a sales channel
• Case studies from brands succeeding with F-Commerce
• Strategy for building a virtual storefront on your Facebook page
• A Facebook measurement model, resources and F-Commerce vendors

Watch the webinar recording free at https://www3.gotomeeting.com/register/460345478

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The Marketers Guide to F-Commerce GoToWebinar Presentation 26oct11

  1. 1. Free Online  Business  WebinarsMarketer’s Guide to F-Commerce: Cracking the Facebook Economy Listen to audio over your computer speakers or headphones, or phone in toll-free on:Australia: 1800 990 166 New Zealand: 0800 45 2204 Singapore: 800 120 5614China: 4001 548 342 Hong Kong: 800 905 508 India: 000 800 650 1699Indonesia: 007 803 011 0396 Malaysia: 1800 81 5374 Philippines: 1800 1651 0715Thailand: 1800 658 130 Taiwan: 00 806 651 907 Vietnam: 120 65 160 Access Code: 647-696-674 We will begin at approximately 1pm Australian EDT
  2. 2. Meet Your Moderator James New APAC Marketing Citrix Online Follow us >  GoToWebinar @gotowebinar
  3. 3. How to interact todayRaise your virtual hand up to ask an audio question at the end Type your comments  and questions here  throughout Type question here #Feconomy
  4. 4. Today’s Guest Speaker Brian Giesen @bdgiesen Regional Director, SydneyOgilvy 360°Digital Influence
  5. 5. Quick Poll What is your organisations current level  of marketing activity with Facebook? commerce
  6. 6. “If I had to guess, social commerce is the next area to really blow up” -Mark ZuckerbergSource: http://www.flickr.com/photos/briansolis/2696198607/ commerce
  7. 7. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  8. 8. AGENDA The Power of Commerce in What is F Asia Pacific Commerce? Case Studies Getting Startedcommerce
  9. 9. Expected e-commerce growth by region from 2010-2013 Numbers in Billions 283.0 195.2 235.3 Europe 165.8 U.S.A. 13.2% 323.1 12.4% 155.7 Asia Pacific 27.5% 121.7 Rest of World 55.8 29.7% 963.0 572.5 Global 19.4%http://www.internetretailer.com/2011/01/04/global‐e‐commerce‐sales‐head‐1‐trillion‐mark commerce
  10. 10. The Web will be involved in 53% of total retail sales by 2014Source: Forrester commerce
  11. 11. Facebook’s Exponential Reach for Brands 750 million users Friends of Friends Friends of fans: 60M Friends Fan Base: 500KSource: SocialBakers.com commerce
  12. 12. 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
  13. 13. F-Commerce and Social Media 75% 25% 7‐10% 75% on Facebook 25% of customers Cart Values are 7-10% have ‘Liked’ a connect with brands to higher via Facebook brand page receive discountsSource: Forrester/Shop.org, socialcommercetoday.com commerce
  14. 14. Social Commerce Market Size(US Billions) $30 $21 CAGR = 43% $14 $9 $5Source: Forrester, GP Bullhound, Booz & Company Analysis commerce
  15. 15. Quick Poll Would you purchase physical goods  off a social networking site like  Facebook? commerce
  16. 16. Survey says… Would you purchase physical goods off of a social networking site like Facebook? Note: Those not willing to purchase goods largely expressed concerns related to Security and Privacy.Source: Booz & Company survey commerce
  17. 17. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  18. 18. Commerce F-Commerce meansselling goods or services using Facebook.F-Commerce is a driving force behind the intersection of social networking and business.Source: Altimeter Group commerce
  19. 19. Five Benefits of “Social” Shopping on FacebookSource: Altimeter Group commerce
  20. 20. 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
  21. 21. Brand ExperienceIncreasingly, when asked whythey connect with brands onFacebook, consumers say it is toshop and for deals. By adding astore to their Facebook page, abrand improves the experienceand delivers at this touch point. commerce
  22. 22. LoyaltyBrands are using F-commerce to drive brand loyalty and increasepropensity to repurchase – relative to competitors by offering loyal brandfans a privilege point of purchase. commerce
  23. 23. 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
  24. 24. Facebook ROIAs the central component of anybusiness case, ROI is a financialmeasure. One way to measureFacebook ROI is to link investment inFacebook to sales. E-commerceenabled Facebook brand pages helpmake this possible. commerce
  25. 25. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  26. 26. 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
  27. 27. On Facebook F-Stores BAHN commerce
  28. 28. On Facebook F-Deals • Launched  July 2011  • Traditional brand embraces new media to  engage a younger audience • Sales driven via exclusive Fan only specials  • Compliments existing e‐Commerce  channels Email: wayne.troy@socicom.com.au Web: www.socicom.com.au commerce
  29. 29. On Facebook F-Credits commerce
  30. 30. On Facebook F-Deals Drive sales through exclusive Facebook Deals commerce
  31. 31. 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
  32. 32. With Facebook Custom Apps Create Custom Apps to drive sales commerce
  33. 33. With Facebook F-Places commerce
  34. 34. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Startedcommerce
  35. 35. F-Commerce Framework DISCOVERABLE EXCLUSIVE ENGAGING Using a content calendar, brandsBrand pages must be easy to find Brands should keep exclusive should encourage 2 way and also integrated with other content/ value behind fangate, conversations to maximize brand digital assets Visitors must first like the brand organic word of mouth on (e.g. social plug-ins on website) page before seeing its content Facebook CONVERT! Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure commerce
  36. 36. F-Commerce TacticsDISCOVERABLE 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-Work with other brand pages -Fans only benefits -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
  37. 37. Likes: The Fangate IKEA Summer Sale! Over 1,000 products as low as 60% offSource: www.facebook.com/ikeahongkong commerce
  38. 38. Explore and AdaptSource: www.facebook.com/marketing commerce
  39. 39. Show and Tell DIESELCAM commerce
  40. 40. Exclusive ContentSource: www.facebook.com/marketing commerce
  41. 41. Calls to ActionSource: www.facebook.com/marketing commerce
  42. 42. Sponsored Stories DrivingPurchase 160% lift in brand recall 200% lift in message awareness 400% lift in purchase intent commerce
  43. 43. F-Commerce LandscapeFacebook Operating Additional Features Storefront Platform Key Information Customizable Checkout Like/Comme On Off Apps Analytics Price Large Small On Facebook nt/ Facebook Facebook Business Business Share • • • • • • • * • • $$ • • • • • • $$$ • • • • $ • • • • • • $ • • • • • • • • • • • • • • • $ • • • • • • • • $$ • • • • • • • • • • *Revenue Share commerce
  44. 44. 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
  45. 45. The Most Awarded Social Media Agency in APAC The Holmes Report Awards Click Awards • 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing IPA Effectiveness Awards WPPed Cream Awards • 2010: Bronze award for “How Branding Generated  • 2010: Best Consumer Marketing Sales, Even in a Recession” ITSMA Marketing Excellence Awards Asia Pacific PR Awards • 2010: Most Effective Public Relations (Diamond) • 2010: Best Use of Digital x 3 • 2009: Best Use of Digital IBM Global Best Practice Awards • 2010: Best CFO Case Study (Silver) Asia Marketing Effectiveness Awards • 2010: Best Impact in Regional Activity Using Social  • 2010: Most Effective Public Relations Media (Bronze) • 2010: Values Award Ogilvy Professional Achievement Awards • 2010: Best in Digital Influence (Taiwan) Microsoft Marketing Awards • 2010: Best Specialized Marketing (Shanghai) • 2010: Social Media Marketing in Asia Pacific • 2010: Best submission for 30th anniversary competition  (Hong Kong) Atticus Awards Marketing Magazine • 2010 Best Digital Influence Essay • 2011 Digital Agency of the Year • 2011 Creative Agency of the Year commerce
  46. 46. Q&ARaise your virtual hand up to ask an audio question at the end Type your comments  Type question here and questions here
  47. 47. great Reasons to fill out the exit survey Receive the Handout Slides and Resources1 from today’s presenter Brian Giesen Request a free trial of GoToWebinar or2 GoToMeeting by Citrix3 Access a special GoTo subscription offer of the First 2 Months Free before 15 November
  48. 48. Q&ARaise your virtual hand up to ask an audio question at the end Type your comments  Type question here and questions here
  49. 49. Today’s webinar brought to you by: Webinars Made Easy Meetings Made EasyUnlimited Events for One Flat Monthly Fee Now with High Definition Video Conferencing For a free trial and to learn more visit phone: Australia: 1800 451 485 New Zealand: 0800 42 4874 Hong Kong: 852 2100 5077 India: 1 800 103 5551 Visit: www.gotomeeting.com.au Follow our blog workshifting.com SPECIAL OFFER to Today’s Webinar Attendees Subscribe before 15 Nov and get the FIRST TWO MONTHS FREE
  50. 50. Thank you for attending (and interacting)! We will send you a link to the recorded session later today,and the slides and resources (if you request them via the exit survey) Do reach out to todays guest speaker: Brian Giesen Regional Director, Sydney Ogilvy 360°Digital Influence T +61 2 8281 3853 E brian.giesen@ogilvy.com.au @bdgiesen See you at our next webinar: The Power of One: How United Breaks Guitars Impacted a Global Brand With Dave Carroll, Songwriter, Speaker & Social Media Sensation Thurs 3 November 1pm AEDT #powerof1

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