F-Commerce for Dummies
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F-commerce, or fan commerce, involves selling products directly to fans through a brand's Facebook page, usually in the form of a fan store. Trends in f-commerce include offering fan-first exclusives only available on Facebook and sharing or streaming exclusive content. Currently, most f-commerce activities are one-time promotions, but subscriptions may emerge as a way to get fans returning regularly. When using f-commerce, brands should focus on retail events rather than replicating standard e-commerce and treat it as a way to engage fans through learning from their feedback.
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F-Commerce for Dummies
- 1. F-Commerce for Dummies Sean Singleton [email_address] @helloskive Chinwag Facebook Marketing Conference
- 2. What is it F Commerce?
- 4. Selling to fans not consumers through Facebook
- 6. Usually in the form of a “ fan store ”
- 8. It can be selling ON Facebook or selling WITH Facebook
- 9. Trends
- 12. The new fragrance Burberry Body which was launched on a pop-up fan store on its Facebook page
- 13. .
- 14. . When launching a new variety of Heinz Tomato Ketchup it initially offer the first 3,000 bottles exclusively on Facebook.
- 16. Old Spice is now selling merchandise on Facebook from its award winning Old Spice Man advertising campaign.
- 17. 2. Sharing & Streaming
- 19. The latest DVD release of “ The Big Lebowski ” is available for rental on Facebook through a “ social theater. ” Facebook users will be able to rent the cult Coen Brothers film for 30 Facebook Credits.
- 21. Warner Brothers streaming exclusive content like Dark Knight via Facebook credits.
- 23. Burberry streamed their Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages
- 25. Currently f-commerce is generally a one shot thing
- 26. So how can brands get fans to return again and again?
- 27. Subscriptions are currently an emerging trend in e-commerce
- 32. These schemes fit perfectly with f-commerce and we ’ ll start to see them soon on Facebook
- 33. Insights
- 34. 1. Replicating what you already sell elsewhere
- 36. Rather, use f-commerce for retail events
- 37. 2. “ Treat f-commerce as fan-commerce ” - Paul Marsden – Editor, Social Commerce Today
- 38. And finally
- 39. 3. Experiment and explore opportunities to learn from your fans
Editor's Notes
- Because in most cases they will have had to ‘ liked ’ the page first
- Customers get customers via a viral loop
- “ The Big Lebowski ” available for rental on Facebook through a “ social theater. ” Users of the social network will be able to rent the cult Coen Brothers film for 30 Facebook Credits (roughly $3) and watch it on the social network as many times as they wish within a 48-hour window. Because the film is rated R, only Facebook users above the age of 17 will be able to rent the film. Users will also be able to “ like ” and share certain quotations or scenes from the films, as well as particular actors or icons (think the Dude ’ s Richard Nixon bowling poster). To encourage sharing, users who rent the film will also be able to pass on a $1 discount coupon to five friends.
- “ The Big Lebowski ” available for rental on Facebook through a “ social theater. ” Users of the social network will be able to rent the cult Coen Brothers film for 30 Facebook Credits (roughly $3) and watch it on the social network as many times as they wish within a 48-hour window. Because the film is rated R, only Facebook users above the age of 17 will be able to rent the film. Users will also be able to “ like ” and share certain quotations or scenes from the films, as well as particular actors or icons (think the Dude ’ s Richard Nixon bowling poster). To encourage sharing, users who rent the film will also be able to pass on a $1 discount coupon to five friends.
- Warner Brothers streaming exclusive content via Facebook credits micropayments
- Warner Brothers streaming exclusive content via Facebook credits micropayments
- Burberry streamed their Prorsum Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
- Burberry streamed their Prorsum Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
- Subcriptions: (early days but an emerging trend) Candy Japan EUR 16.50€ per month and every two weeks you ’ ll receive surprise candy – direct from Japan, complete with cute and kooky packaging. Only a few months in and Candy Japan has around 120 subscribers that will bring in about $35K per annum.
- Subcriptions: (early days but an emerging trend) Candy Japan EUR 16.50€ per month and every two weeks you ’ ll receive surprise candy – direct from Japan, complete with cute and kooky packaging. Only a few months in and Candy Japan has around 120 subscribers that will bring in about $35K per annum.
- ... to drive trial and thus increase offline sales Exclusivity , scarcity with an experience is a proven technique for stimulating word of mouth
- Fans that have ‘ liked ’ you on Facebook, love your product and have given you the opportunity to broadcast to them so use Facebook to love them back.
- These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future
- These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future
- These are the people that really do love what you do and are likely to be ahead of the curve. So use f-commerce to learn from them get a glimpse into the future