Facebook Commerce Reloaded 2012

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Perché alcuni megabrand hanno fallito con il facebook commerce e hanno deciso di chiudere i loro fanStores? Quali sono i vantaggi di vendere su Facebook e quali sono stati gli errori commessi? Come sviluppare allora una value proposition per il Facebook Commerce? Di questo e altro abbiamo parlato oggi al Workshop su Facebook Commerce, organizzato da DML a Milano.

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Facebook Commerce Reloaded 2012

  1. 1. Milano, 24 ottobre 2012Rel. Leonardo BelliniFACEBOOK COMMERCERELOADED
  2. 2. CHI VI PARLA... Leonardo Bellini, Fondatore di DML Consulente marketing digitale e Social Media Docente Master Social Media Marketing IULM Autore di Fare business con il Web , Lupetti Editore Autore della Guida su Facebook Commerce
  3. 3. DML - Digital Marketing Lab Servizi digitali Formazione Consulenza
  4. 4. DML – Progetti area EducationProssimi Workshop per DMLArgomenti trattati:• Facebook Commerce - 24 ottobre 2012• Social Influence Marketing - 22 novembre 2012• Social media Metrics - 13 dicembre 2012• Facebook Promotions - 17 gennaio 2013 Organizzazione di Corsi, seminari, Workshop sul marketing digitale
  5. 5. Quasi un anno fa…
  6. 6. 1 YEAR LATER…WHAT HAPPENED?
  7. 7. aprile 2012: lancio sperimentaledi FB Offers in Italia
  8. 8. AT EARLY 2012: BAD NEWS…
  9. 9. “But it was like to trying to sell stuff to peoplewhile they are hanging out wth your friendsat the bar”.[Sucharita Mulpuru, Forrester Research]
  10. 10. Facebook is for socializing not forselling…
  11. 11. Thousand of digital apps for business over there but not in a socialenvironment..like Facebook
  12. 12. SOME DATA IN 2011§  More than 100k Businesses using their Facebook Pages to do ecommerce§  1,5 Billion $ ecommerce transactions completed on Facebook
  13. 13. BRANDS ON FACEBOOK COMMERCE
  14. 14. WHY SELLING ON FACEBOOK?
  15. 15. 1 Nearly in 5 minutes online is spent on social networks. 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other ContentTime Spent on Key Categories OnlineWorldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  16. 16. #3 Facebook’s worldwide site rank 55% Facebook’s global penetration 3 in 4 minutes on social networking sites are spent on Facebook1in 7 minutes spent onlineare spent on FacebookOttobre 2011 Source: comScore Media Metrix, October 2011
  17. 17. “IF I HAD TO GUESS SOCIAL COMMERCEIS THE NEXT AREA TOREALLY BLOW UP” MARK ZUCKERBERG
  18. 18. 1. FACEBOOK COMMERCE IS WHATCUSTOMERS WANT MIND THE PERCEPTION GAP
  19. 19. 2. FB HELPS MONETIZE YOUR FBINVESTMENTS
  20. 20. 3. FACEBOOK CAN IMPROVECUSTOMER PROFITABILITY
  21. 21. 4. F-COMMERCE CAN BOOST MKTG EFFECTIVENESS§  FACEBOOK ROI§  BRAND EXPERIENCE§  BRAND INSIGHT§  BRAND LOYALTY§  BRAND ADVOCACY
  22. 22. 5. F-COMMERCE CAN BOOST SALESON OTHER PLATFORMS
  23. 23. F-COMMERCE ADVANTAGES§  Setup ease§  Very Low setup costs§  Easy to promote your app§  Easy to advertise, inside Facebook§  Payment app features, 29 $ per month
  24. 24. SocialCommerceToday.com. March 2012
  25. 25. SO, WHY DID WE WITNESS SO HIGH-PROFILEFAILURES?
  26. 26. §  There is nothing intrinsically wrong with ecommerce on Facebook…The problem was it was done badly
  27. 27. Main Failure reason:No unique compelling Value proposition for Facebook CommerceMost F-Stores were only clones of brand Ecommerce site
  28. 28. §  Same 250.000 Item Catalogue§  Same products§  Same prices, same promotions§  Same way of selling, at just 1 click away from online Shop
  29. 29. CONVENIENCE MATTERS TO PEOPLEWHY SHOULD I BUYON A FACEBOOK STORE?..IN A SMALLER SPACE..AT A SLOWER SITE..WITH NO REAL ADDED VALUE?
  30. 30. HOW TO SELL ON FACEBOOK
  31. 31. YOU NEED A REAL, UNIQUE, TRUE VALUE PROPOSITIONTO BE SUCCESSFUL ON FACEBOOK COMMERCE
  32. 32. COMPELLING VALUE PROPOSITIONSEXAMPLES
  33. 33. HELPING FACEBOOK USERS TO CLUB TOGETHERTO GET BETTER DEALS ON GAME UPGRADESZYNGA ZYNGA VALUE PROPOSITION
  34. 34. HEINZ VALUE PROPOSITIONHELPING HIS FACEBOOK FANS TO SEND WISHES ANDPERSONALIZED CANS OF ITS SOUPS TO HIS FRIENDS
  35. 35. BURBERRY VALUE PROPOSITIONHELPING ITS FACEBOOK FANS LOOK GOOD AND FEEL SPECIALOFFERING THEM EARLY VIP ACCESS TO A NEW FRAGRANCE
  36. 36. TICKETMASTER VALUE PROPOSITIONHELPING ITS FACEBOOK FANS TO BUY TICKETS FOR UPCOMINGEVENTS BASED ON THEIR PREFERENCES, LISTENING HABITS &RECOMMENDATIONS FROM FRIENDS
  37. 37. STAGESIDE PRODUCTIONS LIVE EVENT ORGANIZERHELPING FANS OF MUSIC BANDS EXPERIENCE LIVE CONCERTSREMOTELY VIA FACEBOOK
  38. 38. USEFUL SERVICES-BASED VALUE PROPOSITION:1.  SOLVE PROBLEMS SOCIALLY2.  SOLVE PROBLEMS THAT ARE THEMSELVES SOCIAL Paul Marsden, SocialCommerceToday
  39. 39. SOLVE PROBLEMS SOCIALLYSocial intelligence means smarter shopping
  40. 40. 1. SOCIAL UTILITYTOOLS THAT HELP PEOPLE PROFIT SOCIALLY THROUGHCOOPERATION OR COLLECTIVE ACTION:GROUP BUYING TO GET VOLUME PRICING
  41. 41. SOCIAL INTELLIGENCE“ A wise man learns from experienceof the others, a fool by his own”DISCOVER, EVALUATE AND DECIDE SOCIALLY,BASED ON SHARED EXPERIENCE
  42. 42. 2. SOCIAL BONDINGSOLVING SOCIAL PROBLEMS: HELPING PEOPLE FIND SOLUTIONSTO THEIR SOCIAL GOALS: LOOKING GOOD IN THE EYES OF OTHERSTHROUGH PRIVILIGED ACCESS TO NEW PRODUCTS
  43. 43. 3. SOCIAL STATUSIN AUGUST 2011 BURBERRY LAUNCHED A POP-UP SAMPLETRY-VERTISING STORE ON FACEBOOK FUN FIRST SAMPLING INCREASES WOM BUZZ AND ROI OF SAMPLING HELP PEOPLE SOLVE THE PROBLEM OF STANDING OUT, BY HELPING THEM MANAGE THEIR SOCIAL STATUS BY EXPRESSING THEMSELVES (EX. FAN FIRST OFFERS)
  44. 44. SOCIAL MINDSET: CONNECTING &SHARINGPEOPLE ON FACEBOOK HAVE A SOCIAL MINDSET IN MIND:CONNECTING AND SHARING WITH OTHERS
  45. 45. APPLE RETAIL STRATEGY VIRAL CUSTOMER GET CUSTOMER LOOPPROFITABILITY OF APPLE STORES: 6000 $ /SQ. FOOTAGAINST AVERAGE 1200$ FOR ELECTRONICS SHOPS
  46. 46. APPLE FIGURESAPPLE BUILD STORES FOR ENTHUSIASTS AND THOSE ONESBRING IN NEW CUSTOMERSAPPLE REFERRAL VALUE: 4400$ VS AVERAGE 2300 $17% OF NEW CUSTOMERS ARE BROUGHT BY ESISTING FANS, THESUPER FANS
  47. 47. CREATE A SOCIAL HUB FOR SUPERFANS ON A FACEBOOK PAGEUSE FACEBOOK AS A DEDICATED CHANNEL TO NURTURE ANDMONETIZE YOUR SUPER FANS, YOUR LOYAL ADVOCATES
  48. 48. SOCIAL AND COMMERCIALSOCIALMINDSET COMMERCIAL MINDSET
  49. 49. SOCIAL MINDSET -> SOCIAL UTILITYCOMMERCIAL MINDSET -> ENABLE PURCHASE ON FACEBOOK FIRST F-STORES DIDN’T SUPPORT THE SOCIAL MINDSET
  50. 50. THE SEGRET IS ON 3 P’S:PEOPLE , PRINCIPLES, PRACTICES NOT IN TECHNOLOGY…
  51. 51. ROBERT B. CIALDINIPsychologist and Best sellingAuthorSpecialist in social psychology andSales psychology

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