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.
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
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
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
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
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