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F-Commerce
& The Rise of the SoLoMo Consumer
Dr Paul Marsden | Syzygy Group
Text

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http://www.facebook.com/SyzygyGroup

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...and why we’ll find inspiration 145km away

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What do Lady Gaga, Coke, Batman & Pampers diapers
have in common?

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What do Lady Gaga, Coke, Batman & Pampers diapers
have in common? They all sell on Facebook

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f-commerce = e-commerce on Facebook

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The F-Commerce Ecosystem
Facebook Stores
Allow customers to buy
and pay directly from your
FB Page and newsfeed
Transaction ON FB
Facebook Deals Facebook Credits
Get new customers who pay Reduce e-commerce friction
up front on Facebook with FB by allowing customers to pay
Credits, PayPal or card with FB Credits
f-commerce: selling on Facebook
Facebook assisted commerce: selling with Facebook
Transaction OFF FB
Facebook Check-in Deals Facebook Storefronts Facebook Authentication Open Graph Protocol
Drive store footfall and loyalty Drive e-commerce traffic with Improve site/app experience Drive sharing by integrating
with FB mobile coupons for product catalogue apps by allowing customers to sign website pages into theFB
nearby customers installed on your FB page on with Facebook details graph as graph objects
Facebook Social Plugins Facebook Graph API Facebook Advertising Facebook Marketing
Improve e-commerce site Create shopping apps and Drive e-commerce traffic or Drive sales and loyalty with
experience by adding FB sites that integrate with (read footfall with FB standard or news and promotions
social features and write to)Facebook testimonial display ad units posted to your FB page
More to selling with Facebook than Facebook stores

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Why?

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MIND THE PERCEPTION GAP
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WHAT CONSUMERS WANT WHAT BRANDS THINK CONSUMERS WANT
DEALS NEW PRODUCT INFO
PURCHASE GENERAL INFO
READ USER REVIEWS SHARE OPINION
GENERAL INFO EXCLUSIVE INFO
EXCLUSIVE INFO READ USER REVIEWS
NEW PRODUCT INFO FEEL CONNECTED
MIND THE PERCEPTION GAP
SHARE OPINION
zzzzz
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CUSTOMER SERVICE
CUSTOMER SERVICE
SUBMIT PRODUCT IDEAS
PARTICIPATE IN EVENTS BE PART OF A COMMUNITY
FEEL CONNECTED PARTICIPATE IN EVENTS
SUBMIT PRODUCT IDEAS PURCHASE
BE PART OF A COMMUNITY DEALS
Respect - Relevance - Reach
Walking the customer centric talk with f-commerce

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f-commerce: ‘live learning lab’ for new ‘social consumer’

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“To find something comparable
you have to go back 500 years
to the printing press, the birth
of mass media. Technology is
shifting power away from the
editors, the publishers, the
establishment, the media elite.
Now it’s the people who are
taking control.”
Rubert Murdoch
Social media is transformative

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Darwinian Intelligence Individual Intelligence Social Intelligence
Survival of the Fittest Trial & Error Learning Social Learning
Social media is driving human evolution

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Darwinian Intelligence Individual Intelligence Social Intelligence
Survival of the Fittest Trial & Error Learning Social Learning
“A wise man learns by the
experience of others;
a fool, by his own”
Social media is driving human evolution

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So Lo Mo
Social Local Mobile
#1 Activity +300% >PC
Text
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Social, location-aware & mobile technology are creating
a new super-smart consumer: the SoLoMo consumer

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f-commerce for SoLoMo insight: brand experience

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f-commerce for SoLoMo insight: brand loyalty

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f-commerce for SoLoMo insight: brand advocacy

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f-commerce: driving advocacy with fan-first marketing:
pop-up fan-stores for product launches and events

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f-commerce: driving advocacy with fan-first marketing:
pop-up fan-stores for product launches and events

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From fans to advocates: The 3 advocacy activators

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‘Get it First’ ‘Empowered’ ‘Viral’
EXPERIENCE INVOLVEMENT INCENTIVES
From fans to advocates: The 3 advocacy activators

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Advocacy
Activators
Experience
+
Involvement
+
Incentives
From fans to advocates with fan store advocacy activators

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Advocacy
Activators
Experience
+
Involvement
+
Incentives
From fans to advocates with fan store advocacy activators

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Insight ROI
f-commerce value proposition: insight and Facebook ROI

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Rising to the challenge of the Big 3...

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THE GERMAN SENSATION
#41 DIRK NOWITZKI
HEIGHT: 2.13M
BORN: JUNE 19,1970 WÜRZBURG GERMANY
Nowizski could do it, can you?