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.

1. Milano, 24 ottobre 2012
Rel. Leonardo Bellini
FACEBOOK COMMERCE
RELOADED

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. DML - Digital Marketing Lab
Servizi digitali
Formazione Consulenza

4. DML – Progetti area Education
Prossimi Workshop per DML
Argomenti 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. Quasi un anno fa…

6. 1 YEAR LATER…
WHAT HAPPENED?

7. aprile 2012: lancio sperimentale
di FB Offers in Italia

8. AT EARLY 2012: BAD NEWS…

9. “But it was like to trying to sell stuff to people
while they are hanging out wth your friends
at the bar”.
[Sucharita Mulpuru, Forrester Research]

10. Facebook is for socializing not for
selling…

11. Thousand of digital apps for business over there but not in a social
environment..like Facebook

12. SOME DATA IN 2011
§ More than 100k
Businesses using their
Facebook Pages to do
ecommerce
§ 1,5 Billion $ ecommerce
transactions completed
on Facebook

14. BRANDS ON FACEBOOK COMMERCE

15. WHY SELLING ON FACEBOOK?

16. 1
Nearly in 5 minutes online
is spent on social networks.
2008 2009 2010 2011
35
Social Networking
30 Search/Navigation
Retail
25
Communications (Email/IM)
Other Content
Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)
Source: comScore Media Metrix, March 2007 - October 2011

17. #3 Facebook’s worldwide site rank
55% Facebook’s global penetration
3 in 4 minutes on social networking sites
are spent on Facebook
1
in 7 minutes spent online
are spent on Facebook
Ottobre 2011 Source: comScore Media Metrix, October 2011

18. “IF I HAD TO GUESS
SOCIAL COMMERCE
IS THE NEXT AREA TO
REALLY BLOW UP”
MARK ZUCKERBERG

19. 1. FACEBOOK COMMERCE IS WHAT
CUSTOMERS WANT
MIND THE PERCEPTION GAP

20. 2. FB HELPS MONETIZE YOUR FB
INVESTMENTS

21. 3. FACEBOOK CAN IMPROVE
CUSTOMER PROFITABILITY

22. 4. F-COMMERCE CAN BOOST MKTG
EFFECTIVENESS
§ FACEBOOK ROI
§ BRAND
EXPERIENCE
§ BRAND INSIGHT
§ BRAND LOYALTY
§ BRAND ADVOCACY

23. 5. F-COMMERCE CAN BOOST SALES
ON OTHER PLATFORMS

24. 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

26. SocialCommerceToday.com. March 2012

27. SO, WHY DID WE WITNESS SO HIGH-PROFILE
FAILURES?

28. § There is nothing intrinsically
wrong with ecommerce on
Facebook…
The problem was it was done badly

29. Main Failure reason:
No unique compelling Value proposition for Facebook Commerce
Most F-Stores were only clones of brand Ecommerce site

30. § Same 250.000 Item Catalogue
§ Same products
§ Same prices, same promotions
§ Same way of selling, at just 1 click away from
online Shop

31. CONVENIENCE MATTERS TO
PEOPLE
WHY SHOULD I BUY
ON A FACEBOOK STORE?
..IN A SMALLER SPACE
..AT A SLOWER SITE
..WITH NO REAL ADDED VALUE?

32. HOW TO SELL ON FACEBOOK

33. YOU NEED A REAL, UNIQUE, TRUE VALUE PROPOSITION
TO BE SUCCESSFUL ON FACEBOOK COMMERCE

34. COMPELLING VALUE PROPOSITIONS
EXAMPLES

35. HELPING FACEBOOK USERS TO CLUB TOGETHER
TO GET BETTER DEALS ON GAME UPGRADES
ZYNGA
ZYNGA VALUE PROPOSITION

36. HEINZ VALUE PROPOSITION
HELPING HIS FACEBOOK FANS TO SEND WISHES AND
PERSONALIZED CANS OF ITS SOUPS TO HIS FRIENDS

37. BURBERRY VALUE PROPOSITION
HELPING ITS FACEBOOK FANS LOOK GOOD AND FEEL SPECIAL
OFFERING THEM EARLY VIP ACCESS TO A NEW FRAGRANCE

38. TICKETMASTER VALUE PROPOSITION
HELPING ITS FACEBOOK FANS TO BUY TICKETS FOR UPCOMING
EVENTS BASED ON THEIR PREFERENCES, LISTENING HABITS &
RECOMMENDATIONS FROM FRIENDS

39. STAGESIDE PRODUCTIONS LIVE EVENT
ORGANIZER
HELPING FANS OF MUSIC BANDS EXPERIENCE LIVE CONCERTS
REMOTELY VIA FACEBOOK

40. USEFUL SERVICES-BASED VALUE PROPOSITION:
1. SOLVE PROBLEMS SOCIALLY
2. SOLVE PROBLEMS THAT ARE THEMSELVES SOCIAL
Paul Marsden, SocialCommerceToday

41. SOLVE PROBLEMS SOCIALLY
Social intelligence means smarter shopping

42. 1. SOCIAL UTILITY
TOOLS THAT HELP PEOPLE PROFIT SOCIALLY THROUGH
COOPERATION OR COLLECTIVE ACTION:
GROUP BUYING TO GET VOLUME PRICING

43. SOCIAL INTELLIGENCE
“ A wise man learns from experience
of the others, a fool by his own”
DISCOVER, EVALUATE AND DECIDE SOCIALLY,
BASED ON SHARED EXPERIENCE

44. 2. SOCIAL BONDING
SOLVING SOCIAL PROBLEMS: HELPING PEOPLE FIND SOLUTIONS
TO THEIR SOCIAL GOALS: LOOKING GOOD IN THE EYES OF OTHERS
THROUGH PRIVILIGED ACCESS TO NEW PRODUCTS

45. 3. SOCIAL STATUS
IN AUGUST 2011 BURBERRY LAUNCHED A POP-UP SAMPLE
TRY-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)

46. SOCIAL MINDSET: CONNECTING &
SHARING
PEOPLE ON FACEBOOK HAVE A SOCIAL MINDSET IN MIND:
CONNECTING AND SHARING WITH OTHERS

47. APPLE RETAIL STRATEGY
VIRAL CUSTOMER GET CUSTOMER LOOP
PROFITABILITY OF APPLE STORES: 6000 $ /SQ. FOOT
AGAINST AVERAGE 1200$ FOR ELECTRONICS SHOPS

48. APPLE FIGURES
APPLE BUILD STORES FOR ENTHUSIASTS AND THOSE ONES
BRING IN NEW CUSTOMERS
APPLE REFERRAL VALUE: 4400$ VS AVERAGE 2300 $
17% OF NEW CUSTOMERS ARE BROUGHT BY ESISTING FANS, THE
SUPER FANS

49. CREATE A SOCIAL HUB FOR SUPERFANS ON A FACEBOOK PAGE
USE FACEBOOK AS A DEDICATED CHANNEL TO NURTURE AND
MONETIZE YOUR SUPER FANS, YOUR LOYAL ADVOCATES

50. SOCIAL AND COMMERCIAL
SOCIAL
MINDSET
COMMERCIAL
MINDSET

51. SOCIAL MINDSET -> SOCIAL UTILITY
COMMERCIAL MINDSET -> ENABLE PURCHASE ON FACEBOOK
FIRST F-STORES DIDN’T SUPPORT THE SOCIAL MINDSET

52. THE SEGRET IS ON 3 P’S:
PEOPLE , PRINCIPLES, PRACTICES
NOT IN TECHNOLOGY…

53. ROBERT B. CIALDINI
Psychologist and Best selling
Author
Specialist in social psychology and
Sales psychology