How to really run a Facebook commerce store
11
Ivor Morgan – Head of EMEA Marketing How to really run a Facebook Commerce store
-
Upload
venda -
Category
Technology
-
view
227 -
download
1
description
How to run a Facebook store. Venda is the world's largest on-demand ecommerce provider. Processing over $1Bn of transactions annually, its highly flexible convergent cross-channel platform offers retailers the scalability, stability and security for deploying world-class ecommerce sites. With over ten years' experience and a presence in the UK, US and France, Venda helps global retailers increase revenues and deliver a return on investment faster than traditional 'buy and build' methods. Its expertise in multi-channel commerce and knowledge of payment regulations in different countries allows retailers to expand quickly into new markets. As of March 2012, over 100 brands of all sizes use Venda's platform to handle millions of transactions each month. These include Accessorize, Anthropologie, Emma Bridgewater, Jimmy Choo, Paperchase, Royal Doulton, and Clothing at Tesco, BBC and Orange. For further information please visit http://www.venda.com or join the discussion at www.twitter.com/vendauk
Transcript of How to really run a Facebook commerce store
Ivor Morgan – Head of EMEA MarketingHow to really run a Facebook Commerce store
For all those who ‘drank the Kool-Aid’ and spent all their money and attention on social media, there’s a disappointing denouement ahead.Mark Ritson, Marketing Week, 24 Nov 11
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
sCommerce is consumer-led
The key element for successful sCommerce is trust
• Reviews
• Ratings
• Friends and family
• Recommendations
“Recommendations from friends or family are the single most important factor in the choice of website to buy from, with 71% giving this reason. Availability of product ratings (59%), and user-generated review (57%) were also highly regarded.
eConsultancy, “How we Shop 2010”
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Latent & growing demand for sCommerce
• Considerable untapped demand
• Social is driving eCommerce transactions
• Visitors referred from the social space are more likely to convert
Buying within the social space is not here yet but …
“Facebook is now the second biggest driver of traffic to Jimmy Choo’s e-commerce site, after Google. People who have clicked through from Facebook to the Jimmy Choo site have higher conversion rates, high basket values and higher site visit value [than visitors via other routes]”http://np.netpublicator.com/?id=n36752466
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Don’t invade the space
You don’t want to abuse shoppers interactions
• Allow shoppers to convert when they are ready
• Allow their social space to becoming a shopping space at their request
• Make it easy for them to convert
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Make it easy for shoppers to convert
Implement basic good practises
• Integrate channels so shopper can buy how they want
• Implement single-sign on using social credentials
• Take advantage of prevalence of social media
When visiting an eCommerce site …
60% of college age shoppers
40% of middle-aged shoppers
are already logged in to Facebook
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Do it professionally
You don’t want to foul-up in your fan space
• This is not a marketing or advertising play
• Treat it as seriously as your eCommerce channel
• 100% PCI compliance through whole sCommerce experience
“People who like us are four times more likely to buy our products”
James Young, Sony Ericsson, Nov 2011
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Use social media as a loyalty channel
Identifying and co-opting key influencers has long been a marketers dream
• Reward social sharing
• Focus on key influencers
• Integrate social into your CRM
• Assign value to individuals and their networks
• Potential for multiple neo-virals
Post-purchase sharing can
increase conversion by
2-3xFacebook
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
• Use cross-channel CRM data
• Ensure consistency regardless of channel
• Create personalised offers, promotions and incentives
• Reward behaviour as well as purchases
• Secure the shopper
Social space is personal space
Create a persuasive personal experience
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
Venda’s Facebook experiment
Venda will be working with key retailers to evaluate the potential of fCommerce• Increase user sign-up by offering “Connect with
Facebook” account registration
• Calculate the value of users liking your brand or products
• Track the value of celebrity endorsements of your brand
• Incentivise and Reward users who encourage others to like your brand
• Increase likes of your brand through exclusive offers and promotions
• Enable friction-less purchasing through branded, fully PCI-compliant, Facebook stores
How shoppers social space connects with the online store● 1/12/11 ● Classification: Public
More Information
To register for information and updates about Venda’s
Facebook experiment register at
www. venda.com/likeme
or scan this QR code
(bonus free whitepaper)
