1. VERYWHERE
EVERYWHERE
COMMERCE
FACEBOOK AND BEYOND
DR. NITA ROLLINS
FUTURIST
1

2. RESOURCE INTERACTIVE
2

3. 1,000 sold in one
hour FB AND
20.8% average
conversion rate
Increased fan base
1143% during single
campaign
Using social to drive commerce
--and vice versa
Developed 4 of Facebook’s
top 16 branded fan pages
RESOURCE INTERACTIVE
3

4. EVERYWHERE
COMMERCE:
DRIVERS
CULTURE
RI:TRENDBLENDING
COMMERCE TECHNOLOGY
RESOURCE INTERACTIVE
4

5. “
CULTURE
Continous partial attention is an always
on, anywhere, anytime, any place behavior that
creates an artificial sense of crisis... It is
motivated by a desire to be a LIVE node on the
network. To be busy, to be connected, is to be
alive, to be recognized, and to matter.
--Lindastone.net
RESOURCE INTERACTIVE
5

6. scheduled impulse buying
STOPWATCH
SHOPPING
NORDSTROM BUYS
HAUTELOOK
RESOURCE INTERACTIVE
6

7. Facebook Deals
US Group Buying
Industry=
$3.93-6.1 bn
by 2015
CHINESE GROUP BUYING = $2.5 BN BY 2011
tuangou: the beginning
RESOURCE INTERACTIVE
7

8. continuous partial shopping
8

9. “
TECHNOLOGY
The real time web is a current and
constant flow of conversations, shared
experiences, and geo context.
— Resource Interactive RI:Lab, 2010
RESOURCE INTERACTIVE
9

10. 10

11. A vast real-time web ecosystem
11

12. “
COMMERCE
The market for social commerce...will
change over the next five years as
companies race to establish stores,
pushing up social commerce revenues
sixfold, to US$30 billion globally.
--booz&co, Turning “Like” to “Buy”: Social Media Emerges as a Commerce Channel
RESOURCE INTERACTIVE
12

13. DESTINATION WEB
iMedia
In-Store Mobile
Dot Com
Site
OOH Social
RESOURCE INTERACTIVE
13

14. DESTINATION WEB DISTRIBUTED WEB
INTERNET OF THINGS
iMedia
In-Store Mobile
Smart
App TV Products
Dot Com
Site Social
OOH
RESOURCE INTERACTIVE
14

15. DESTINATION WEB DISTRIBUTED WEB
INTERNET OF THINGS
iMedia
In-Store Mobile
Smart
App TV ALWAYS ON Products
Dot Com
Site Social
OOH
RESOURCE INTERACTIVE
15

16. FROM
SHAREABLE TO
SHOPPABLE
RESOURCE INTERACTIVE
16

17. RESOURCE INTERACTIVE
17

18. Selling Luxury on Facebook:
Perceived Threats to Brand Equity
CLUTTER PARITY
BANALITY PRICE
40% of consumers who
“like” brands do so in
order to receive
promotions and
discounts
RESOURCE INTERACTIVE
18

19. EVERYWHERE COMMERCE:
NEW VALUES CREATED FOR LUXURY
CATEGORY & CONSUMER
SCALE & NETWORK EFFECTS LOWER COST
PLATFORM & DATA INTEGRATION CONVENIENCE
RISK MANAGEMENT CONTENT &
CURATION
RESOURCE INTERACTIVE
19

20. WHERE DO WE GO FROM HERE?
RESOURCE INTERACTIVE
20

21. 10 (+ 1)
F-Commerce
Best Practices
RESOURCE INTERACTIVE
21

22. 1/ Deepen brand
loyalty and
engagement
with infotainment
and utility
RESOURCE INTERACTIVE
22

23. 2/ Enable
Co-Creation,
Co-Creation,
Co-Creation
RESOURCE INTERACTIVE
23

24. 3/ Segment luxury
consumers--
aspirational and
affluent--then geo-
personalize their
Shop Now pages
RESOURCE INTERACTIVE
24

25. 4/ Use in-stream or
app-based rich
media and ensure
mobile consumers
can shop and share it
(hint: you’ll need HTML5)
RESOURCE INTERACTIVE
25

26. 5/ Keep
checkout
prominent and
within
Facebook
(no speedbumps to
purchase)
RESOURCE INTERACTIVE
26

27. 6/ Enable group
gifting and buying
RESOURCE INTERACTIVE
27

28. 7/ Ritualize
(appointment)
shopping
RESOURCE INTERACTIVE
28

29. 8/ Utilize the “Like”
button for targeted
selling and prepare
for the
Like Economy
RESOURCE INTERACTIVE
29

30. 9/ “Skin” the
entire tab store
with your brand’s
look & feel
RESOURCE INTERACTIVE
30

31. 10/ Quell security
and privacy
concerns with a PCI-
level 1 compliant
social commerce
platform
RESOURCE INTERACTIVE
31

32. EVERYWHERE
COMMERCE
+1/ Pick a social
commerce platform
that can integrate & ALWAYS
transactionalize all your ON
touchpoints
RESOURCE INTERACTIVE
32

33. THANK YOU!
DR. NITA ROLLINS
FUTURIST
33