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Presented by Exclusive Media Partner Powered by Audio Options: Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
commerce
Speakers
John Stauffer @johnstauffer
Regional Strategy Director Ogilvy | Hong Kong
Thomas Crampton @thomascrampton
Asia-Pacific Director Ogilvy | Hong Kong
Brian Giesen @bdgiesen Regional Director Ogilvy | Sydney
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Questions and Comments
@ogilvyasia!
or!
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What city are you dialing in from?
Quick Poll
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“If I had to guess, social commerce is the next area to
really blow up” -Mark Zuckerberg
Source: h*p://www.flickr.com/photos/briansolis/2696198607/
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AGENDA!
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
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AGENDA!
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
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Expected e-commerce growth by region from 2010-2013 Numbers in Billions
Europe
13.2%
Rest of World
29.7%
165.8 235.3
195.2
283.0
155.7
323.1
55.8 121.7
h*p://www.internetretailer.com/2011/01/04/global-‐e-‐commerce-‐sales-‐head-‐1-‐trillion-‐mark
U.S.A.
12.4% Asia
27.5%
572.5
963.0
Global 19.4%
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The Web will be involved in 53% of total retail sales by 2014
Source: Forrester
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Facebook’s Exponential Reach for Brands
750 million users
Friends of Friends Friends of fans: 60M
Friends Fan Base: 500K
Source: SocialBakers.com
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Source: Forrester/Shop.org, socialcommercetoday.com
3 68%
Say they use social networks when shopping
online
The top 3 brands on Facebook sell directly
on the platform
Average Facebook store sees 10% month to month increase in
transactions
10%
F-Commerce and Social Media
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Source: Forrester/Shop.org, socialcommercetoday.com
25%
25% of customers connect with brands to
receive discounts
75%
75% on Facebook have ‘Liked’ a brand page
7-‐10%
Cart Values are 7-10% higher via Facebook
F-Commerce and Social Media
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$5
$9
$14
$21
$30 (US Billions)
Source: Forrester, GP Bullhound, Booz & Company Analysis
Social Commerce Market Size
CAGR = 43%
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Would you purchase physical goods off of a social networking site like Facebook?
Quick Poll
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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
Survey says…
X ✓
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AGENDA!
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
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Source: Altimeter Group
Commerce
F-Commerce means selling goods or services
using Facebook.
F-Commerce is a driving force behind the
intersection of social networking and
business.
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Source: Altimeter Group
Five Benefits of “Social” Shopping
on Facebook
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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.
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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.
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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.
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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.
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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.
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AGENDA!
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
commerce
Source: Altimeter Group
On Facebook With Facebook
F-stores Facebook e-commerce stores where shoppers can purchase real goods with real currency without leaving Facebook.
Facebook Credits The mandatory currency used for games and in-app virtual goods. Recently being used for real goods with Deals on Facebook.
Facebook Deals Share experiences as opposed to just discounts. Consumers pay inside Facebook with a credit card, PayPal, or Facebook Credits.
Facebook ads A variety of advertising methods are available depending on how brands want to reach fans (through friends of friends or targeted marketing).
Custom Apps Users can create games, stores, and other engaging features for promotional purposes or to provide uniquely branded experiences to fans.
Facebook Places Local retailers drive in-store traffic by offering special discounts to consumers who check in to their location with Facebook places on their mobile.
Commerce
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F-Stores On Facebook
BAHN
Ticket sales and runs
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F-Credits On Facebook
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F-Deals
Drive sales through exclusive Facebook
Deals
On Facebook
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F-Ads With Facebook
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
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Custom Apps With Facebook
Create Custom Apps to drive sales
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F-Places With Facebook
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AGENDA!
What is F Commerce?
Getting Started
The Power of Commerce in
Asia
Case Studies
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F-Commerce Framework
Brand pages must be easy to find and also integrated with other
brand digital assets (e.g. social plug-ins on website)
D I S C O V E R A B L E
Brands should keep exclusive content/ value behind fangate, Visitors must first like the brand page before seeing its content
Using a content calendar, brands should encourage 2 way
conversations to maximize organic word of mouth on Facebook
E X C L U S I V E E N G A G I N G
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
CONVERT!
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- Better brand page name + URL - Social Plugins on official website - Facebook ads - Work with other brand pages - Work with influencers
D I S C O V E R A B L E
-Fans only photos -Fans only contests -Fans only information about brand -Fans only benefits -Fans only offers or discounts to convert sales/ leads
- Conversation calendar - Embrace fans’ comments - Highlight fan-generated content - Ask questions - Be their friends
E X C L U S I V E E N G A G I N G
Word of mouth generated by engagement will spread content out to the friends-of-friends circle for better discovery and exposure
CONVERT!
F-Commerce Tactics
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Likes: The Fangate
IKEA Summer Sale! Over 1,000 products as low as 60% off
Source: www.facebook.com/ikeahongkong
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Explore and Adapt
Source: www.facebook.com/marketing
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Show and Tell
DIESELCAM
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Exclusive Content
Source: www.facebook.com/marketing
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Calls to Action
Source: www.facebook.com/marketing
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Sponsored Stories Driving Purchase"
160% lift in brand recall
200% lift in message awareness
400% lift in purchase intent
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F-Commerce Landscape Additional
Key Information
Price Large Business
Small Business
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Features
Apps Analytics
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Operating Platform
On Facebook
Off Facebook
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Facebook Storefront
Customizable Checkout On Facebook
Like/Comment/
Share
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*Revenue Share
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Facebook Measurement Model
• Number of fans for brand pages
• Number of brand mentions on walls
• Number of news updates x fans
• Ad impressions
R E A C H
• Number of discussion topics
• Number of wall posts on brand page
• Number of wall posts
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated
E N G A G E M E N T A C T I O N
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The Holmes Report Awards
• 2011: APAC Digital Consultancy of the Year
IPA EffecIveness Awards
• 2010: Bronze award for “How Branding Generated Sales, Even in a Recession”
Asia Pacific PR Awards
• 2010: Best Use of Digital x 3
• 2009: Best Use of Digital
Asia MarkeIng EffecIveness Awards
• 2010: Most Effec`ve Public Rela`ons
Ogilvy Professional Achievement Awards
• 2010: Best in Digital Influence (Taiwan)
• 2010: Best Specialized Marke`ng (Shanghai)
• 2010: Best submission for 30th anniversary compe``on (Hong Kong)
Marke`ng Magazine
• 2011 Digital Agency of the Year
• 2011 Crea`ve Agency of the Year
Click Awards
• 2010: Integrated Marke`ng
WPPed Cream Awards
• 2010: Best Consumer Marke`ng
ITSMA MarkeIng Excellence Awards
• 2010: Most Effec`ve Public Rela`ons (Diamond)
IBM Global Best PracIce Awards
• 2010: Best CFO Case Study (Silver)
• 2010: Best Impact in Regional Ac`vity Using Social Media (Bronze)
• 2010: Values Award
MicrosoX MarkeIng Awards
• 2010: Social Media Marke`ng in Asia Pacific
AYcus Awards
• 2010 Best Digital Influence Essay
The Most Awarded Social Media Agency in APAC
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Thank You!
[email protected] Regional Strategy Director
Ogilvy | Hong Kong
[email protected] Asia-Pacific Director Ogilvy | Hong Kong
[email protected] Regional Director Ogilvy | Sydney