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The Marketers Guide to F-Commerce GoToWebinar Presentation 26oct11
- 1. Free Online Business Webinars Marketer’s Guide to F-Commerce: Cracking the Facebook Economy Listen to audio over your computer speakers or headphones, or phone in toll-free on: Australia: 1800 990 166 New Zealand: 0800 45 2204 Singapore: 800 120 5614 China: 4001 548 342 Hong Kong: 800 905 508 India: 000 800 650 1699 Indonesia: 007 803 011 0396 Malaysia: 1800 81 5374 Philippines: 1800 1651 0715 Thailand: 1800 658 130 Taiwan: 00 806 651 907 Vietnam: 120 65 160 Access Code: 647-696-674 We will begin at approximately 1pm Australian EDT
- 2. Meet Your Moderator James New APAC Marketing Citrix Online Follow us > GoToWebinar @gotowebinar
- 3. How to interact today Raise your virtual hand up to ask an audio question at the end Type your comments and questions here throughout Type question here #Feconomy
- 4. Today’s Guest Speaker Brian Giesen @bdgiesen Regional Director, Sydney Ogilvy 360°Digital Influence
- 5. Quick Poll What is your organisations current level of marketing activity with Facebook? commerce
- 6. “If I had to guess, social commerce is the next area to really blow up” -Mark Zuckerberg Source: http://www.flickr.com/photos/briansolis/2696198607/ commerce
- 7. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Started commerce
- 8. AGENDA The Power of Commerce in What is F Asia Pacific Commerce? Case Studies Getting Started commerce
- 9. Expected e-commerce growth by region from 2010-2013 Numbers in Billions 283.0 195.2 235.3 Europe 165.8 U.S.A. 13.2% 323.1 12.4% 155.7 Asia Pacific 27.5% 121.7 Rest of World 55.8 29.7% 963.0 572.5 Global 19.4% http://www.internetretailer.com/2011/01/04/global‐e‐commerce‐sales‐head‐1‐trillion‐mark commerce
- 10. The Web will be involved in 53% of total retail sales by 2014 Source: Forrester commerce
- 11. Facebook’s Exponential Reach for Brands 750 million users Friends of Friends Friends of fans: 60M Friends Fan Base: 500K Source: SocialBakers.com commerce
- 12. F-Commerce and Social Media 68% 3 10% 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
- 13. F-Commerce and Social Media 75% 25% 7‐10% 75% on Facebook 25% of customers Cart Values are 7-10% have ‘Liked’ a connect with brands to higher via Facebook brand page receive discounts Source: Forrester/Shop.org, socialcommercetoday.com commerce
- 14. Social Commerce Market Size (US Billions) $30 $21 CAGR = 43% $14 $9 $5 Source: Forrester, GP Bullhound, Booz & Company Analysis commerce
- 15. Quick Poll Would you purchase physical goods off a social networking site like Facebook? commerce
- 16. Survey says… Would you purchase physical goods off of a social networking site like Facebook? Note: Those not willing to purchase goods largely expressed concerns related to Security and Privacy. Source: Booz & Company survey commerce
- 17. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Started commerce
- 18. 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
- 19. Five Benefits of “Social” Shopping on Facebook Source: Altimeter Group commerce
- 20. Insight Facebook stores on the brand pages of Proctor & Gamble are used as a “live-learning-lab” to help the business understand how consumers interact with their brands and technology in real life, opposed to via artificial surveys and sterile focus groups. commerce
- 21. 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
- 22. Loyalty Brands are using F-commerce to drive brand loyalty and increase propensity to repurchase – relative to competitors by offering loyal brand fans a privilege point of purchase. commerce
- 23. 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
- 24. Facebook ROI As the central component of any business case, ROI is a financial 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
- 25. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Started commerce
- 26. Commerce On Facebook With Facebook 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
- 27. On Facebook F-Stores BAHN commerce
- 28. On Facebook F-Deals • Launched July 2011 • Traditional brand embraces new media to engage a younger audience • Sales driven via exclusive Fan only specials • Compliments existing e‐Commerce channels Email: wayne.troy@socicom.com.au Web: www.socicom.com.au commerce
- 29. On Facebook F-Credits commerce
- 30. On Facebook F-Deals Drive sales through exclusive Facebook Deals commerce
- 31. 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
- 32. With Facebook Custom Apps Create Custom Apps to drive sales commerce
- 33. With Facebook F-Places commerce
- 34. AGENDA The Power of Commerce in What is F Asia Commerce? Case Studies Getting Started commerce
- 35. F-Commerce Framework DISCOVERABLE EXCLUSIVE ENGAGING Using a content calendar, brands Brand pages must be easy to find Brands should keep exclusive should encourage 2 way and also integrated with other content/ value behind fangate, conversations to maximize brand digital assets Visitors must first like the brand organic word of mouth on (e.g. social plug-ins on website) page before seeing its content Facebook CONVERT! Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure commerce
- 36. F-Commerce Tactics DISCOVERABLE EXCLUSIVE ENGAGING -Fans only photos -Better brand page name + URL -Conversation calendar -Fans only contests -Social Plugins on official website -Embrace fans’ comments -Fans only information about brand -Facebook ads -Highlight fan-generated content -Work with other brand pages -Fans only benefits -Ask questions -Work with influencers -Fans only offers or discounts to -Be their friends convert sales/ leads CONVERT! Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure commerce
- 37. Likes: The Fangate IKEA Summer Sale! Over 1,000 products as low as 60% off Source: www.facebook.com/ikeahongkong commerce
- 38. Explore and Adapt Source: www.facebook.com/marketing commerce
- 39. Show and Tell DIESELCAM commerce
- 40. Exclusive Content Source: www.facebook.com/marketing commerce
- 41. Calls to Action Source: www.facebook.com/marketing commerce
- 42. Sponsored Stories Driving Purchase 160% lift in brand recall 200% lift in message awareness 400% lift in purchase intent commerce
- 43. F-Commerce LandscapeFacebook Operating Additional Features Storefront Platform Key Information Customizable Checkout Like/Comme On Off Apps Analytics Price Large Small On Facebook nt/ Facebook Facebook Business Business Share • • • • • • • * • • $$ • • • • • • $$$ • • • • $ • • • • • • $ • • • • • • • • • • • • • • • $ • • • • • • • • $$ • • • • • • • • • • *Revenue Share commerce
- 44. Facebook Measurement Model REACH ENGAGEMENT ACTION • Number of fans for brand pages • Number of discussion topics • Click through rates for advertisements • Number of wall posts on brand • Number of brand mentions on page walls • Number of contest entries • Number of wall posts • Number of news updates x fans • Number of applications • Number and tone of reviews downloaded posted • Ad impressions • Amount of content or offers • Offline actions driven by coupons shared or special offers • Video views • Web traffic generated commerce
- 45. The Most Awarded Social Media Agency in APAC The Holmes Report Awards Click Awards • 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing IPA Effectiveness Awards WPPed Cream Awards • 2010: Bronze award for “How Branding Generated • 2010: Best Consumer Marketing Sales, Even in a Recession” ITSMA Marketing Excellence Awards Asia Pacific PR Awards • 2010: Most Effective Public Relations (Diamond) • 2010: Best Use of Digital x 3 • 2009: Best Use of Digital IBM Global Best Practice Awards • 2010: Best CFO Case Study (Silver) Asia Marketing Effectiveness Awards • 2010: Best Impact in Regional Activity Using Social • 2010: Most Effective Public Relations Media (Bronze) • 2010: Values Award Ogilvy Professional Achievement Awards • 2010: Best in Digital Influence (Taiwan) Microsoft Marketing Awards • 2010: Best Specialized Marketing (Shanghai) • 2010: Social Media Marketing in Asia Pacific • 2010: Best submission for 30th anniversary competition (Hong Kong) Atticus Awards Marketing Magazine • 2010 Best Digital Influence Essay • 2011 Digital Agency of the Year • 2011 Creative Agency of the Year commerce
- 46. Q&A Raise your virtual hand up to ask an audio question at the end Type your comments Type question here and questions here
- 47. great Reasons to fill out the exit survey Receive the Handout Slides and Resources 1 from today’s presenter Brian Giesen Request a free trial of GoToWebinar or 2 GoToMeeting by Citrix 3 Access a special GoTo subscription offer of the First 2 Months Free before 15 November
- 48. Q&A Raise your virtual hand up to ask an audio question at the end Type your comments Type question here and questions here
- 49. Today’s webinar brought to you by: Webinars Made Easy Meetings Made Easy Unlimited Events for One Flat Monthly Fee Now with High Definition Video Conferencing For a free trial and to learn more visit phone: Australia: 1800 451 485 New Zealand: 0800 42 4874 Hong Kong: 852 2100 5077 India: 1 800 103 5551 Visit: www.gotomeeting.com.au Follow our blog workshifting.com SPECIAL OFFER to Today’s Webinar Attendees Subscribe before 15 Nov and get the FIRST TWO MONTHS FREE
- 50. Thank you for attending (and interacting)! We will send you a link to the recorded session later today, and the slides and resources (if you request them via the exit survey) Do reach out to todays guest speaker: Brian Giesen Regional Director, Sydney Ogilvy 360°Digital Influence T +61 2 8281 3853 E brian.giesen@ogilvy.com.au @bdgiesen See you at our next webinar: The Power of One: How 'United Breaks Guitars' Impacted a Global Brand With Dave Carroll, Songwriter, Speaker & Social Media Sensation Thurs 3 November 1pm AEDT #powerof1