1. commerce
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2. Speakers
Thomas Crampton John Stauffer Brian Giesen
@thomascrampton @johnstauffer @bdgiesen
Asia-PaciďŹc Director Regional Strategy Director Regional Director
Ogilvy | Hong Kong Ogilvy | Hong Kong Ogilvy | Sydney
commerce
4. Quick Poll
What
 city
 are
 you
 dialing
 in
 from?
commerce
5. âIf I had to guess, social
commerce is the next area to
really blow upâ
-Mark Zuckerberg
Source:
 h*p://www.ďŹickr.com/photos/briansolis/2696198607/
Â
commerce
6. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
7. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
8. Expected e-commerce growth by
region from 2010-2013
Numbers
 in
 Billions
Â
283.0
Â
195.2
 323.1
Â
235.3
 Europe
Â
165.8
Â
U.S.A.
 13.2% 155.7
 Asia
Â
12.4% 27.5%
121.7
 Rest
 of
 World
Â
55.8
Â
29.7%
963.0
Â
572.5
 Global
Â
19.4%
h*p://www.internetretailer.com/2011/01/04/global-Ââe-Ââcommerce-Ââsales-Ââhead-Ââ1-Ââtrillion-Ââmark
Â
commerce
9. The Web will be involved in 53% of
total retail sales by 2014
Source:
 Forrester
Â
commerce
10. Facebookâs Exponential Reach for Brands
750 million users
Friends of Friends
Friends of fans: 60M
Friends
Fan Base: 500K
Source: SocialBakers.com
commerce
11. F-Commerce and Social Media
68%
 3
 10%
Â
Say they use social The top 3 brands on Average Facebook
networks when shopping Facebook sell directly store sees 10% month
online on the platform to month increase in
transactions
Source: Forrester/Shop.org, socialcommercetoday.com
commerce
12. F-Commerce and Social Media
75%
 25%
 7-Ââ10%
Â
75% on Facebook 25% of customers
have âLikedâ a connect with brands to Cart Values are 7-10%
brand page receive discounts higher via Facebook
Source: Forrester/Shop.org, socialcommercetoday.com
commerce
13. Social Commerce Market Size
(US
 Billions)
Â
$30
Â
$21
Â
CAGR
 =
 43%
Â
$14
Â
$9
Â
$5
Â
Source: Forrester, GP Bullhound, Booz & Company Analysis
commerce
14. Quick Poll
Would
 you
 purchase
 physical
 goods
Â
oďŹ
 of
 a
 social
 networking
 site
 like
Â
Â
Facebook?
Â
commerce
15. Survey saysâŚ
Would you purchase physical goods off of a social networking site like Facebook?
X â
Â
Note: Those not willing to purchase goods largely
expressed concerns related to Security and Privacy.
Source: Booz & Company survey
commerce
16. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
17. Commerce
F-Commerce means
selling goods or services
using Facebook.
F-Commerce is a driving
force behind the
intersection of social
networking and
business.
Source: Altimeter Group
commerce
18. Five BeneďŹts of
âSocialâ Shopping
on Facebook
Source: Altimeter Group
commerce
19. Insight
Facebook stores on the brand
pages of Proctor & Gamble are
used as a âlive-learning-labâ to
help the business understand how
consumers interact with their
brands and technology in real life,
opposed to via artiďŹcial surveys and
sterile focus groups.
commerce
20. Brand Experience
Increasingly, when asked why they
connect with brands on Facebook,
consumers say it is to shop and for
deals. By adding a store to their
Facebook page, a brand improves
the experience and delivers at this
touch point.
commerce
21. Loyalty
Brands are using F-commerce to drive brand loyalty and increase propensity
to repurchase â relative to competitors by offering loyal brand fans a privilege
point of purchase.
commerce
22. Advocacy
Using Facebook stores to get products into the hands
of the people most likely to recommend them, their
fans. By supporting each other via digital technology,
consumers create their own loyalty loop with the brand
that may promote repurchase.
commerce
23. Facebook ROI
As the central component of any
business case, ROI is a ďŹnancial measure.
One way to measure Facebook ROI is to
link investment in Facebook to sales. E-
commerce enabled Facebook brand
pages help make this possible.
commerce
24. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
25. Commerce
On
 Facebook
Â
 With
 Facebook
Â
F-stores Facebook ads
Facebook e-commerce stores where A variety of advertising methods are
shoppers can purchase real goods available depending on how brands
with real currency without leaving want to reach fans (through friends of
Facebook. friends or targeted marketing).
Facebook Credits Custom Apps
The mandatory currency used for Users can create games, stores, and
games and in-app virtual goods. other engaging features for
Recently being used for real goods promotional purposes or to provide
with Deals on Facebook. uniquely branded experiences to fans.
Facebook Deals Facebook Places
Share experiences as opposed to just Local retailers drive in-store traffic by
discounts. Consumers pay inside offering special discounts to consumers
Facebook with a credit card, PayPal, who check in to their location with
or Facebook Credits. Facebook places on their mobile.
Source: Altimeter Group
commerce
26. On
 Facebook
F-Stores
BAHN
Â
Ticket sales and runs
commerce
28. On
 Facebook
F-Deals
Drive sales through
exclusive Facebook
Deals
commerce
29. With
 Facebook
F-Ads
Facebook Ads appear as banner
ads on the right hand side of the
platform. Brands can track the
value of a fan arriving on an e-
commerce site from a Facebook ad
commerce
30. With
 Facebook
Custom Apps
Create Custom Apps to drive sales
commerce
32. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
33. F-Commerce Framework
DISCOVERABLE
EXCLUSIVE
ENGAGING
Brand pages must be easy to ďŹnd Brands should keep exclusive Using a content calendar, brands
and also integrated with other content/ value behind fangate, should encourage 2 way
brand digital assets
Visitors must ďŹrst like the brand conversations to maximize organic
(e.g. social plug-ins on website)
page before seeing its content
 word of mouth on Facebook
CONVERT!
Â
Word of mouth generated by engagement will spread content out to
the friends-of-friends circle for better discovery and exposure
Â
commerce
34. F-Commerce Tactics
DISCOVERABLE
EXCLUSIVE
ENGAGING
-Fans only photos
-âŻBetter brand page name + URL
-âŻConversation calendar
-Fans only contests
-âŻSocial Plugins on ofďŹcial website
-âŻEmbrace fansâ comments
-Fans only information about brand
-âŻFacebook ads
-âŻHighlight fan-generated content
-Fans only beneďŹts
-âŻWork with other brand pages
-âŻAsk questions
-âŻWork with inďŹuencers
-Fans only offers or discounts to
-âŻBe their friends
convert sales/ leads
CONVERT!
Â
Word of mouth generated by engagement will spread content out to
the friends-of-friends circle for better discovery and exposure
Â
commerce
35. Likes: The Fangate
IKEA Summer Sale! Over 1,000
products as low as 60% off
Source: www.facebook.com/ikeahongkong
commerce
40. Sponsored Stories Driving Purchase"
160%
lift in brand recall
200%
lift in message awareness
400%
lift in purchase intent
commerce
41. F-Commerce Landscape
Facebook Operating Additional
Features
Storefront Platform Key Information
Customizable Checkout Like/ On Off Apps Analytics Price Large Small
On Facebook Comment/ Facebook Facebook Business Business
Share
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*Revenue
 Share
Â
commerce
42. Facebook Measurement Model
REACH
ENGAGEMENT
ACTION
â˘âŻ Number of fans for brand pages â˘âŻ Number of discussion topics â˘âŻ Click through rates for
advertisements
â˘âŻ Number of wall posts on brand
â˘âŻ Number of brand mentions on page
walls â˘âŻ Number of contest entries
â˘âŻ Number of wall posts
â˘âŻ Number of news updates x fans â˘âŻ Number of applications
â˘âŻ Number and tone of reviews downloaded
posted
â˘âŻ Ad impressions
â˘âŻ Amount of content or offers â˘âŻ Offline actions driven by coupons
shared or special offers
â˘âŻ Video views â˘âŻ Web traffic generated
commerce
43. The Most Awarded Social Media Agency in APAC
Â
The
 Holmes
 Report
 Awards
 Click
 Awards
Â
â˘âŻ 2011:
 APAC
 Digital
 Consultancy
 of
 the
 Year
 â˘âŻ 2010:
 Integrated
 Marke`ng
Â
IPA
 EďŹecIveness
 Awards
 WPPed
 Cream
 Awards
Â
commerce â˘âŻ 2010:
 Bronze
 award
 for
 âHow
 Branding
 Generated
Â
Sales,
 Even
 in
 a
 Recessionâ
Â
â˘âŻ 2010:
 Best
 Consumer
 Marke`ng
Â
ITSMA
 MarkeIng
 Excellence
 Awards
Â
Asia
 PaciďŹc
 PR
 Awards
 â˘âŻ 2010:
 Most
 EďŹec`ve
 Public
 Rela`ons
 (Diamond)
Â
â˘âŻ 2010:
 Best
 Use
 of
 Digital
 x
 3
Â
IBM
 Global
 Best
 PracIce
 Awards
Â
â˘âŻ 2009:
 Best
 Use
 of
 Digital
Â
â˘âŻ 2010:
 Best
 CFO
 Case
 Study
 (Silver)
Â
Asia
 MarkeIng
 EďŹecIveness
 Awards
 â˘âŻ 2010:
 Best
 Impact
 in
 Regional
 Ac`vity
 Using
 Social
Â
â˘âŻ 2010:
 Most
 EďŹec`ve
 Public
 Rela`ons
 Media
 (Bronze)
Â
â˘âŻ 2010:
 Values
 Award
Â
Ogilvy
 Professional
 Achievement
 Awards
Â
â˘âŻ 2010:
 Best
 in
 Digital
 InďŹuence
 (Taiwan)
 MicrosoX
 MarkeIng
 Awards
Â
â˘âŻ 2010:
 Best
 Specialized
 Marke`ng
 (Shanghai)
 â˘âŻ 2010:
 Social
 Media
 Marke`ng
 in
 Asia
 PaciďŹc
Â
â˘âŻ 2010:
 Best
 submission
 for
 30th
 anniversary
 compe``on
Â
AYcus
 Awards
Â
(Hong
 Kong)
Â
â˘âŻ 2010
 Best
 Digital
 InďŹuence
 Essay
Â
Marke`ng
 Magazine
Â
â˘âŻ 2011
 Digital
 Agency
 of
 the
 Year
Â
â˘âŻ 2011
 Crea`ve
 Agency
 of
 the
 Year
Â
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Listen to the presentation using your computer
speakers or dial in on the phone using the numbers
provided in the conďŹrmation e-mail.