Download - 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”


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

http://np.netpublicator.com/?id=n36752466

http://np.netpublicator.com/?id=n36752466


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


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

[email protected]


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


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


• 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


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


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)