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Facebook Mobile Social Commerce



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Facebook Mobile Social Commerce

  1. 1. 1 The Facebook Platform for Mobile Emerging trends in social commerce @JaniceDiner
  2. 2. 2 The 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. 3 Horizon has a proven track record connecting brands to consumers in the social and emerging media space Huge Monster
  4. 4. 4 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  5. 5. 5 Innovation and change start with a catalyst • Marketing with the social graph • Engaging across all screens • Build products with purpose
  6. 6. 6 Social Commerce Helping customers connect where they buy
  7. 7. 7 Social 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. 9 Consumers are now in charge, they have a mall in their pocket 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. 10 Agenda 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. 11 1. 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 Turning fast 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 Facebook Open 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 Facebook's 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 sales FANS CONSUME VALUE OF A INCREASED INCREASED MORE PRODUCT SHARE REFERRAL SALES A Coca-Cola Fan consumes A share on... 40x referral traffic from American Eagle added the two times more product than Facebook equals $2.52 Facebook for Leviʼs “Like” button to every product a 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 visitors then that of a non-fan e-mail equals $2.34 spent 57% more money than button non-Facebook referred visitors * Facebook Stats
  17. 17. 16 2. Facebook Platform for Mobile
  18. 18. 17 Facebook 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. 18 Extending the Facebook platform from the PC world to mobile devices means that Facebook’s members will be able to launch games or other applications 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 AUDIOVROOM People share, read and generally engage more with any type of content when it’s surfaced through 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. 22 Facebook Credits arrive on the Mobile Phone Your app or game can prompt the user to pay for a virtual good by using Facebook Credits.
  24. 24. 22 Facebook 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 2010 Your app or game can prompt the user to pay for 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 Movie get Facebook credits Earn Facebook Credits for checking-in at retail locations, at participating retailers like BestBuy, Macy’s, American Eagle 30 Credits = 1 Movie = $3 40 Credits = 1 Movie = $4
  26. 26. 24 On average, people on Facebook install apps more than 20 million times every day* Social Gaming Goes Mobile
  27. 27. 25 4. Facebook Places Merging in-store, online and mobile
  28. 28. 26 Location TAB The Locations TAB for Facebook Pages enables business to register every single brick-and-mortar location 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 awareness Check-in with Facebook Places
  30. 30. 28 Facebook Places, Check-in Walmart’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. 30 5. 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. 32 Open Graph Beta allows 3rd party applications to include arbitrary actions and objects.
  35. 35. 33
  36. 36. 34 My Facebook Info Permission screen to access 1. About Me your 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. 35 Connect with Facebook Integration Amazon - Facebook Connect
  38. 38. 35 Connect with Facebook Integration The power of personal recommendations By using Facebook's 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 buy Amazon - Facebook Connect
  39. 39. 36 Loyalty, Rewards & Sales Starbucks Loyalty Cards can be managed inside Facebook and on a mobile devices 1.5 Billion was loaded onto Starbucks loyalty cards, a 21% increase from previous year Seamless integration across multiple platforms Photo Credit: Starbucks Facebook page
  40. 40. 37 Loyalty, Rewards & Sales American Express Launches "Link, Like, Love" on Facebook -- First-Ever Platform to Deliver Deals, Access and Experiences Based on Cardmember "Likes" and Interests A Facebook application that links the consumers Facebook account data with their AmEx card. Once consumers links their two accounts, they will begin to see deals from companies they Like. Consumers simply use their AmEx card to buy the item and Deal amount will be credited directly to their AmEx account. The AmEx App is a fully integrated Facebook commerce solution right up to product purchase online or in-store. Photo Credit: Amex Facebook page
  41. 41. 39 It is not about building a mobile app it’s about building social apps across all screens. You can deliver a customized experiences, that is catered to “me”, that is built around “my” friends and “my” interests... The opportunity is now, the speed of change is only increasing and there are 350 million people actively waiting to be engaged and buy from you.
  42. 42. 40 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  43. 43. 41 Innovation and change start with a catalyst • Marketing with the social graph • Engaging across all screens • Build products with purpose
  44. 44. 42 Thank you On twitter - @janicediner Email me - Presentations - Monthly ClickZ article - Social Commerce