webinar - facebook commerce: 3 ways to sell more with social
DESCRIPTION
With 800 million total users, Facebook is the #1 social network for consumers, but what does this mean for e-commerce? What place does Facebook hold in your social strategy and how can you leverage the latest Facebook features to drive traffic and sales?TRANSCRIPT
Facebook Commerce:3 Ways to Sell More with Social
10/19/2011
Agenda
1. The Consumer’s Network of Choice
2. New F8 Facebook Features
3. Impact on E-commerce
4. Facebook Commerce Winners
5. 3 Tips to Sell More with Facebook
6. Q&A
#FBCommerce
Follow on Twitter: #FBCommerce
Today’s Speakers: @NadimAHossain @blakeandwhite
About PowerReviews
@NadimAHossain #FBCommerce
Facebook: The Consumers’ Network of Choice
#FBCommerce
800M
Sep, 2011
750M
@NadimAHossain
And Sharing is Growing Even Faster Than Users
Source: Facebook announcement livestream, July 6, 2011
#FBCommerce
800M
@NadimAHossain
Zuckerberg’s Law: Sharing Will Double Every Year
“Next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before. ”
- Mark Zuckerberg
4 billion pieces of content shared daily
#FBCommerce@NadimAHossain
New Facebook Features Encourage Sharing
1. Original Friends
2. Photos
3. Newsfeed
4. Facebook Apps
5. Like Comments
6. Like Button
7. Groups
8. Messages
9. New F8 Features
1 23
45
67
8
Source: Facebook announcement live stream, July 6, 2011
9
#FBCommerce@NadimAHossain
New F8 Facebook Features have big implications for E-commerce
#FBCommerce@NadimAHossain
Facebook Timeline helps users consume content more quickly and easily
#FBCommerce@NadimAHossain
Facebook Ticker provides real-time updates from friends’ actions across the web
#FBCommerce@NadimAHossain
Facebook Gestures utilize the Open Graph to capture actions beyond the Like
#FBCommerce@NadimAHossain
What does this mean for E-commerce?
#FBCommerce
Traffic x Conversion x Average Order Value=
Sales
@NadimAHossain
Facebook Drives Meaningful Referral Traffic
@NadimAHossain #FBCommerce
Source: Compete Data 2010
Facebook Accounts for More Than 15% of Referral Traffic to Etsy and Forever 21
#FBCommerce@NadimAHossain
Amazon.com Received 7.7% of Traffic from Facebook
Source: comScore and J.P. Morgan (January 2011).
Facebook referral traffic to Amazon rose 328% year over year.
#FBCommerce@NadimAHossain
Facebook Friend Recommendations Drive Sales
Consumers are 68% more likely to buy a product recommended by a Facebook friend.
#FBCommerce@NadimAHossain
The Web is Shifting Towards Discovery
#FBCommerce
TH
EN
NO
W
@NadimAHossain
The Like Button was the first step in introducing Facebook in the pre-purchase process
#FBCommerce@NadimAHossain
Source Image: Altimeter Group
With more content to share, FB will play a bigger role in driving awareness early in the purchase process
#FBCommerce@NadimAHossain
NOW
Source Image: Altimeter Group
Facebook Commerce Winners
#FBCommerce@blakeandwhite
Eventbrite
#FBCommerce@blakeandwhite
Eventbrite
#FBCommerce@blakeandwhite
Eventbrite
#FBCommerce@blakeandwhite
Eventbrite ResultsThe Results
#1source of referral traffic was Facebook after only a year of using Facebook Connect
of all Facebook shares happened post-purchase
more ticket sales were driven from a post-purchase share vs. a pre-purchase share.
Value of an event shared to Facebook in ticket sales.$2.5
3
60%20%
Source: Facebook Case Study
Eventbrite Results
#FBCommerce@blakeandwhite
Step2
B
C
#FBCommerce
B
C
Facebook OnSite
@blakeandwhite
A
Step2
#FBCommerce@blakeandwhite
Facebook OnSite
Step2 Results
The Results
7%of Step2’s customers have verified their identity with Facebook OnSite
of verified customers share product reviews with their Facebook friends
Increase in referral traffic from Facebook over the past year
Increase in revenue from Facebook-referred visitors
50%135%
3X#FBCommerce
Step2 Results
@blakeandwhite
Advance Auto Parts
#FBCommerce
A B
C
D
@blakeandwhite
Facebook Discovery
A B
C
D
Advance Auto Parts
#FBCommerce@blakeandwhite
Facebook Discovery
A
Advance Auto Parts
#FBCommerce@blakeandwhite
Facebook Discovery
B
C
PowerReviews’ Open Network Results
The Results
57% of all verified reviews are shared to Facebook
of all reviews shared to spur further engagement through Likes/Comments
more reviews are shared with Facebook OnSite vs. traditional methods
The value of a review shared to Facebook with Facebook OnSite.
70%
5X
$15.72
#FBCommerce@blakeandwhite
Tip 1: Launch Facebook Connect Now
#FBCommerce
Facebook OnSite Facebook Discovery Facebook Community
@blakeandwhite
Tip 2: Integrate Sharing Throughout Shopping Experience
#FBCommerce@blakeandwhite
Tip 3: Experiment with features that promote discovery on Facebook
#FBCommerce@blakeandwhite
Q&A
Thank you.Thanks for attending. Please take a moment to complete our brief survey upon leaving the webinar.
Today’s Speakers:
Nadim HossainVP of Marketing@NadimAHossain
Blake BryshaSr. Marketing Manager@blakeandwhite
#FBCommerce