making sense of facebook for online retailers

@commercebrain #irce2013

Making  $ense  of  Facebook  Search

Type to search for people, places and

things

@commercebrain #irce2013

Facebook  -­‐‑  Goldmine

@commercebrain #irce2013

Facebook  data  +  features  =  Amplifiers

@commercebrain #irce2013

Same  data  pools  (actions  +  objects)

•  Act  as  multipliers

Your model

Timeline

Newsfeed

@commercebrain #irce2013

① Unique  Data

@commercebrain #irce2013

① Unique  Data

@commercebrain #irce2013

①  “We  mapped  item  taxonomy  to  FB  interests

“… people bought more unrelated events and upsell skyrocketed.”

@commercebrain #irce2013

①  “We  also  mixed  activity  data

•  …we learned so much “

•  Activity more

accurate, up to date, matches real life experience

•  next gen

@commercebrain #irce2013

①  “Future  in  social

…we  are  prepared.”   –  Vipul  Sharma,   Director  of  Data  

Engineering

discovery”

@commercebrain #irce2013

②  Product  Traffic  Only

@commercebrain #irce2013

②             to  Sales  Heaven

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② Highway  speed  Sales

@commercebrain #irce2013

② Qualified  HOV  lane

@commercebrain #irce2013

② Zapwow  gets  3K  monthly

2,718

4,797

250

1,063

3,393

Nov-­‐‑12 Dec-­‐‑12 Jan-­‐‑13 Feb-­‐‑13 Mar-­‐‑13 Apr-­‐‑13

@commercebrain #irce2013

② Zapwow  gets  3K  monthly

• 37.22 % • 56.47% back to

Buy

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② Zappos  confirms  Uplift •  “Your sample is less than 1% and we

get 4X more…”

• 1.2M

@commercebrain #irce2013

② How’s  the  HOV  sales?

• 86 % of shopping sessions

• 2.6 % in same session CR

• 30K users (1.2 M X 2.6 %)

• $2.1M if average $70

@commercebrain #irce2013

② Zappos

1.  “Converts like email”

2.  “80% paid, 20% owned”

@commercebrain #irce2013

② Zappos

3.  “We do shared interest studies and social listening…surprising insights for DM”

4.  “We want to be real &deep with our customers…”

@commercebrain #irce2013

③ Who  else  stroke  Riches?

@commercebrain #irce2013

③ Who  else  stroke  Riches? 1.  Petflow makes 10M from $200K

(28% traffic)

2.  Blitzmetrics customers - Rosetta Stone $6.5 for $1 spent

3.  Badgeville (partner data expands data solutions)

4.  Wonder app, Yandex, RIP

@commercebrain #irce2013

What  else  I  can  do  NOW?

@commercebrain #irce2013

“You  Might  Like  These  Customers  “and  INTEL

@commercebrain #irce2013

Viral  Anything  

@commercebrain #irce2013

             Help  

@commercebrain #irce2013

Models  of  FB  $-­‐‑verse Direct  sell

Indirect  sell

Unique  offers

Genius  -­‐‑  like  recommendations

@commercebrain #irce2013

Hierarchy  of  Sophistication  1   Ed

ge  Ran

k   Look  alike  

audiences

Custom  audiences  ads

Killer  apps

Promoted  posts

Page  with  engaging  content

search

feed

@commercebrain #irce2013

Hierarchy  of  Sophistication  2   I  read  newsfeed Relevant  ads  to  me

Groups  and  what  I  engage  with

Shared  public  photos,  video,  places

Interests

Likes

I  search

I  discover

I  eng

age

@commercebrain #irce2013

Facebook  data  +  features  =  Amplifiers

@commercebrain #irce2013

Yes,  Yulia  but….

@commercebrain #irce2013

Yes,  Yulia  but….

@commercebrain #irce2013

Yes,  Yulia  but….

@commercebrain #irce2013

We  are  being  trained  NOW ①  Suggestive

prompts ②  Classify your subs

lists ③  Mobile sleek ④  Photos auto sync ⑤  Classify emotions

123

5

234

@commercebrain #irce2013

We  are  trained  to  search… ①  You might also like ②  Related photos ③  Incentivized check-ins ④  Suggested posts ⑤  Recommended ads ⑥  Ratings ⑦  New savvy search

@commercebrain #irce2013

We  are  trained  to  discover…  

1

2

31

We  are  trained  to  add  data…  

We  are  trained  to  add  data…  

@commercebrain #irce2013

                         Social  Science  confirms  the  trend ①  Tech makes social capital easy to share ② We will share whole a lot more (cheap) ③ We will do so in structured ways ④ “We will be experts, locals everywhere …

info will travel with us everywhere we go…”, Sam Lessin, Facebook

@commercebrain #irce2013

Making  $ense  from  Facebook  search ①  SEO more complex

②  Integrate with paid to max owned and earned

③  Power tools required

④  Eventually, cheap or no ads needed

@commercebrain #irce2013

Which  team  YOU?

@commercebrain #irce2013

Bonus  =  (email  +  like) ①  Extra on best Facebook marketing

(tools, pages, top 10 strategies, costs) and optional free 20 min Skype call with Yulia on your questions

②  Expedited invite to Graph search

③ Free upcoming ecommerce Kindle book (publishing in October 2013 and free limited to special audiences)

@commercebrain #irce2013

CommerceBrain  flips  online  stores  to  profit

Yulia  V  Smirnova  CEO  and  Founder  commercebrain.com    contact@commercebrain.com c:  415  666  6002  skype:  commercebrain read  our  blog  hsp://commercebrain.com/blog stalk  us  on  Facebook  hsp://www.facebook.com/Commercebrain follow  us  on  LinkedIn  hsp://www.linkedin.com/company/commercebrain tweet  with  us  hsps://twiser.com/commercebrain   google  +1  us  hsp://gplus.to/commercebrain