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Facebook Mobile Social Commerce


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Facebook Platform for Mobile has arrived. Emerging trends in social mobile commerce

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Facebook Mobile Social Commerce

  1. 1. 1The Facebook Platform for Mobile Emerging trends in social commerce @JaniceDiner
  2. 2. 2The only thing consistent is change Date Launched Featured Product or Partner September 22, 2011 • Facebook f8 - Open Graph Beta, Timeline, Ticker October 10, 2011 • Facebook Platform for Mobile October 10, 2011 • Facebook Credits Launch on Mobile Platform July 14, 2011 • Facebook launches Location TAB October 17, 2011 • Facebook Page Insights Update October 13, 2011 • eBay Partners with Facebook - x.Commerce October 11, 2011 • Walmart Labs Launches My Local Walmart October 24, 2011 • Facebook is Testing Facebook Credits for Websites
  3. 3. 3Horizon has a proven track record connecting brandsto consumers in the social and emerging media space Huge Monster
  4. 4. 4Every industry and vertical is going tobe rethought in a social way.The real opportunity is about peopleredesigning these spaces.
  5. 5. 5Innovation and change startwith a catalyst • Marketing with the social graph • Engaging across all screens • Build products with purpose
  6. 6. 6Social CommerceHelping customers connect where they buy
  7. 7. 7Social Commerce "Social commerce is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services". Wikipedia
  8. 8. 8 The hyper-interactive shopper is a new breed of engaged and informed consumer They are researching, chatting, booking, sharing,y blogging, Facebooking, tweeting every aspect of the buying experience with their friends online, on mobile devices and in multiple Social Networks
  9. 9. 8 The hyper-interactive shopper is a new breed of engaged and informed consumer we talkchatting,are researching, we buy about what They booking, sharing,y blogging, Facebooking, tweeting every aspect of before we buy while the buying experience with their friends online, on we buy after we buy mobile devices and in multiple Social Networks
  10. 10. 9Consumers are now in charge, they have a mall in theirpocket and they are carrying their friends with them $119 billion projected worldwide e-commerce sales via mobile devices by $2015* 50% of Groupon’s business is expected to come via mobile in the next two years 350 million active users on Facebook’s mobile platform (source: Microsoft’s Mobile E-Commerce Infographic)
  11. 11. 10Agenda 1. Facebook Commerce 2. Facebook Platform for Mobile - Has arrived! 3. Facebook Credits - Facebook’s payment system 4. Facebook Places - Merging in-store, online and mobile 5. Facebook Open Graph Beta - Integrated Experiences
  12. 12. 111. Facebook Commerce
  13. 13. 12 Engage with consumers where they are already spending time, with Facebook The average Facebook user has 130 friends and is connected to pages and events 80 pages 250+ million people engage with Facebook on external websites every month. 100 million “likes” per day for Facebook pages 350 million users are engaging with Facebook on mobile phones 2x more active people that use Facebook on their mobile devices* Facebook Stats
  14. 14. 13 The Social Commerce market is growing Turningfast and estimated revenues are set to US “Like to Buy” $30 billion globally in the next 5 years* F-Commerce $1.2 Billion is the projected size of the US virtual goods market in 2011**
  15. 15. Commerce inside F-Commerce F-Stores Ecosphere Facebook e-commerce stores where shoppers Version 2 can purchase real goods with real currency without leaving Facebook Commerce Inside Facebook Ads Facebook Credits &This is commerce that happens inside Facebook, referringmandatory currency used Sponsored The Stories specifically to the purchase of real goods and real services and and in-app virtual for games goods digital goods on Facebook Ad and Sponsored Story productsFacebook with a credit card or other valid monetary inside help drive Facebook. Credits are now a mobile payment option for system. awareness, engagement and purchase Facebook Facebook mobile web apps Platform Open Graph FacebookOpen Graph Facebook Commerce Commerce Facebook Mobile Platform Social Plugins Facebook Platform for Mobile Facebook Commerce Open Graph Facebook influenced This is commerce that takes advantage of Facebooks enables shoppers to engage with friends and the shopping commerce on e-commerce Open Graph, allowing shoppers to sign into Facebook experience through Notifications, Requests, Timeline and News websites with Like, Share, Recommend and Facebook Feedfrom any online site with a PC or mobile device. on Facebook mobile apps. Connect Facebook Facebook Places & Open Graph Beta Location Tab Define Facebook social Facebook’s Location TAB is shopping actions and objects cataloging physical location for (verbs and nouns) and share every Facebook business page. them through user’s Timeline, Retailers are integrating online News Feed and Tickers and mobile with in-store experiences © October 25th, 2011, Janice Diner @janicediner
  16. 16. 15 People who click Facebook “Like’s” are more engaged, active and connected then the average Facebook user Looking at data from 12 weeks in aggregate, Eventbrite found that each social media share equates to $1.78 in ticket salesFANS CONSUME VALUE OF A INCREASED INCREASEDMORE PRODUCT SHARE REFERRAL SALESA Coca-Cola Fan consumes A share on... 40x referral traffic from American Eagle added thetwo times more product than Facebook equals $2.52 Facebook for Leviʼs “Like” button to every producta non-fan and purchase intent Twitter equals $0.43 ecommerce site after on their site and found,of a fan is ten times higher linkedIn equals $0.90 implementing the Like Facebook referred visitorsthen that of a non-fan e-mail equals $2.34 spent 57% more money than button non-Facebook referred visitors* Facebook Stats
  17. 17. 162. Facebook Platform for Mobile
  18. 18. 17Facebook Platform for Mobile - a Social Experience For businesses developing on Facebook Platform, Facebook Platform for Mobile is a key technology to enable more connections and meaningful engagement anytime, anywhere. People can now access Facebook apps and games on a variety of mobile devices and tablets. Marketers and businesses can reach and connect with more people more often with their apps
  19. 19. 18Extending the Facebook platform from the PC world to mobile devicesmeans that Facebook’s members will be able to launch games or otherapplications while they are using the social network. 250 million iPhones • 350 Million people access Facebook from a mobile device
  20. 20. Socialize your mobile app Recommendations from friends help Facebook Likes define what users read define music content on HuffPost for AUDIOVROOMPeople share, read and generally engage morewith any type of content when it’s surfacedthrough friends & people they know and trust.
  21. 21. 20 • 53% of Facebook users play games • Facebook takes 30% on all Facebook Credit transactions within Game applications • $1.2 Billion is the projected size of the US virtual goods market in 2011*3. Facebook Credits Have Arrived on the Mobile Phone*Source: Inside Virtual Goods: The US Virtual Goods Market 2010 - 2011
  22. 22. Facebook’s Global Currency - Facebook Credits In-Game and In-App Virtual and Digital Goods Facebook Credits Facebook Credits for Digital Goods Virtual Goods Digital Goods: Products that can be fulfilled online such as music downloads, movie downloads, pay per view movies, pay per view z concerts and other digital based products Facebook Credits Gift Cards Facebook Credits The mandatory Facebook currency used for games and in-app virtual goods and Facebook Credits digital goods on the Facebook Platform. for Mobile Facebook Credits Purchase Incentives Mobile Mobile Apps: Facebook Credits arrive for mobile apps. HTML 5 developers can now use Credits as their payment mechanism for digital and virtual goods © October, 2011, Janice Diner @janicediner
  23. 23. 22Facebook Credits arrive on the Mobile PhoneYour app or game can prompt the user to payfor a virtual good by using Facebook Credits.
  24. 24. 22Facebook Credits arrive on the Mobile Phone Zynga recently reported a few key numbers. • 230 million monthly active users (across all of Zynga’s games) • 60 million users play Zynga games on a daily basis. • Zynga sells 38,000 virtual items every second. • Zynga made $575 million in revenue off the sale of virtual goods in 2010Your app or game can prompt the user to payfor a virtual good by using Facebook Credits.
  25. 25. 23 Facebook Credits as Incentives for Shoppers pre-paid Gift Cards that can be purchased at major retailers in the U.S., Canada and the U.K.Check-in and Use your Facebook Credits to Watch a Movieget FacebookcreditsEarn FacebookCredits for checking-inat retail locations, atparticipating retailerslike BestBuy, Macy’s,American Eagle 30 Credits = 1 Movie = $3 40 Credits = 1 Movie = $4
  26. 26. 24On average, people on Facebook install apps more than 20 million times every day* Social Gaming Goes Mobile
  27. 27. 254. Facebook PlacesMerging in-store,online and mobile
  28. 28. 26Location TABThe Locations TAB forFacebook Pages enablesbusiness to register everysingle brick-and-mortarlocation Seamless integration across Facebook pages and Mobile places check ins Facebook advertising targeted by zip code drives local marketing activity
  29. 29. 27 How many customers do you have a year? How many customers do you think you would check-in to your location(s) with Facebook Places? Every time a guest checks-in, the check in gets promoted through the customers newsfeed to their network of Facebook friends giving the business added exposure and brand awarenessCheck-in with Facebook Places
  30. 30. 28Facebook Places, Check-inWalmart’s going local:Turning Facebook “Likes”into targeted local sales My Local Walmart - available on through Walmart’s Facebook page but it is very easy to see how it will move to a Facebook mobile app sometime soon. Consumers can choose their local Walmart location and get served deals and coupons based on their local store.
  31. 31. 29
  32. 32. 305. Open Graph Beta - Integrated Experiences
  33. 33. 31 Open Graph 2010 100 million “likes” per day for Facebook pages 7+ million apps and websites have integrated with the Facebook platform f8- Open Graph Beta “We think this is going to make it possible to build a completely new class of apps that wasn’t possible before,” says Zuckerberg* Facebook Stats
  34. 34. 32Open Graph Beta allows 3rdparty applications to includearbitrary actions and objects.
  35. 35. 33
  36. 36. 34 My Facebook InfoPermission screen to access 1. About Meyour personal Facebook Info 2. Activities 3. Birthday 4. Check-Ins 5. Education 6. Events 7. Groups 8. Hometown 9. Interests 10. Likes 11. Location 12. Notes 13. Photos 14. Photos Tags 15. relationships 16. Website 18. Work History 19. Contact Info
  37. 37. 35Connect with Facebook IntegrationAmazon - Facebook Connect
  38. 38. 35Connect with Facebook IntegrationThe power of personal recommendations By using Facebooks social data into its own Amazon recommendation algorithm, Amazon can make even better personal and friend recommendations The Social Graph - more incentive to buy Facebook Connect enables consumers to bring their friends and their friend’s information into the Amazon experience. Amazon give’s consumers more reasons to buyAmazon - Facebook Connect
  39. 39. 36Loyalty, Rewards & SalesStarbucks Loyalty Cardscan be managed insideFacebook and on amobile devices1.5 Billion was loadedonto Starbucks loyaltycards, a 21% increasefrom previous year Seamless integration across multiple platforms Photo Credit: Starbucks Facebook page
  40. 40. 37Loyalty, Rewards & SalesAmerican Express Launches"Link, Like, Love" on Facebook --First-Ever Platform to DeliverDeals, Access and ExperiencesBased on Cardmember "Likes" andInterestsA Facebook application that links theconsumers Facebook account data withtheir AmEx card. Once consumers linkstheir two accounts, they will begin tosee deals from companies they Like.Consumers simply use their AmEx cardto buy the item and Deal amount will becredited directly to their AmEx account.The AmEx App is a fully integratedFacebook commerce solution right upto product purchase online or in-store. Photo Credit: Amex Facebook page
  41. 41. 39It is not about building a mobile app it’s aboutbuilding social apps across all screens.You can deliver a customized experiences, that iscatered to “me”, that is built around “my” friendsand “my” interests...The opportunity is now, the speed of change isonly increasing and there are 350 million peopleactively waiting to be engaged and buy from you.
  42. 42. 40Every industry and vertical is going tobe rethought in a social way.The real opportunity is about peopleredesigning these spaces.
  43. 43. 41Innovation and change startwith a catalyst • Marketing with the social graph • Engaging across all screens • Build products with purpose
  44. 44. 42Thank youOn twitter - @janicedinerEmail me - janice.diner@horizon-studios.comPresentations - ClickZ article - Social