mx.conversionsummit.socialcommerce

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On-Site Social Commerce Conversion in the post-like world

@davidboronat

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Conversion and Social commerce

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Before social networks, conversion entailed creating more persuasive and personal websites.

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¿Social?

But it seems that social commerce can change the way we convert users into customers.

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No problem. It’s easy !!!

Just create a fanpage and a Facebook store.

And add a ‘Like’ button.

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It was probably like this before Facebook launched Facebook Connect.

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Identified as a Facebook user

Site

Fanpage

4146 opportunities to share a purchase with friends

Now the way we integrate our fanpages and sites has changed.

4146 bought

62.202 people like this

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Fcommerce

But we are still too focused on the Facebook side of the equation.

eCommerce Facebook

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Are we ready to buy on Facebook?

1 Facebook is about socializing rather than shopping

2 People are still worried about the privacy implications

of shopping directly on Facebook

3 There is no need to buy on Facebook.

We can build a better customer experience on our site. And it’s just one click away from our fanpage.

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Make no mistake. Facebook will push hard on Fcommerce.

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What should we do on Facebook in the meantime?

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¿Qué nos estáis pidiendo?

1

Social Social

Impulse > $50

Impulse < $50

Buy as a group

Tickets

Make a gift

Recommend Ask

Vacations

Lead to the site

T·shirts

Camera

Buy

Define what is the main action you expect your fans to do according the product you sell and your target.

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1 Define what is the main action you expect your fans to do according the product you sell and your target.

Social Social

Impulse > $50

Impulse < $50

Buy as a group

Tickets

Make a gift

Recommend Ask

Vacations

Lead to the site

T·shirts

Camera

Buy

Merchandise has a great opportunity to be bought on Facebook

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1

Social Social

Impulse > $50

Impulse < $50

Buy as a group

Tickets

Make a gift

Recommend Ask

Vacations

Lead to the site

T·shirts

Camera

Buy


© multiplica 2011


1

Social Social

Impulse > $50

Impulso < $50

Buy as a group

Tickets

Make a gift

Recommend Ask

Vacations

Lead to the site

T·shirts

Camera

Buy

Tickets Together makes it possible to invite friends to the cinema through their site and add it to your profile as an event.


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2 Design ‘fan stores’ instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.

Asos offers exclusive sale previews for its Facebook fans.

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2

Impulso < $50

Ask

Vodafone offers exclusive promotions for its fans.

Design ‘fan stores’ instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.

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2

Heinz offers limited edition products just for its Facebook fans.

Design ‘fan stores’ instead of simple Facebook stores Being a fan becomes ‘something exclusive’. Offer discounts, new arrivals, get-it-first, exclusive content and viral incentives.

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3 Be as social as possible Create a reason to share your products.

BestBuy makes it easy to ask our friends about their product catalogue.

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El Corte Inglés offers a virtual fitting room on Facebook in order to ask friends about a specific look.

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In a few clicks Starbucks allows us to send our friends gifts through their Facebook app.

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New call-to-actions to increase the chances our fans talks to their friends about us.

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4 Give your fans a reason to visit your website Especially when you want to close the sale.

1800-flowers allows you to buy on Facebook and gives a 20% discount as a Thankyou for Likes.

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4 Give your fans a reason to visit your website Especially when you want to close the sale.

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Buy

Recommend

Recommend Visit

Follow


5 Integrate your fanpage and your site In both directions.

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Fcommerce

eCommerce

Facebook

Social commerce

Social commerce is more than Fcommerce.

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5 cosas a tener en cuenta

PRODUCT DISCOVERY

INTEREST

DECISION MAKING

SHOPPING PROCESS

RECOMMEN-DATION

And it can impact every persuasion step.

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Social commerce

impact

!   Popularity !   Likes !   Share

The social graph allows retailers to micro-target consumers and by encouraging users to share opinions on purchases, a retailer can leverage word-of-mouth to drive sales.

Product discovery

1

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Product discovery

To the products that are more popular among friends. Amazon incorporates Facebook Connect on its online store to share information so that users find their friends online with recommendations based on their preferences.

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Product discovery

Users themselves will become a vehicle of new product discovery. Etsy proposes we find people who also like a particular product through a simple Favorite tag.

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From its Friend Store, Levis provides visibility and foresight to our Facebook contacts through Facebook Connect showing which products they like and reminding us of approaching birthdays.

Product discovery

Stores will become more familiar. Users will discover products according to friends’ preferences

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!   Positioning !   Curiosity !   Opinions !   Credibility

Social commerce

impact

Interest

1

2

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Our brands can be perceived closer, more human and friendly using social networks. Amnisty International uses social networks to show how active their organization is and give details about projects they are working on.

Interest

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Reviews from customers - but especially from friends - will have an increasingly greater role. Uvinum’s new website will use customer reviews to recommend and find the right wine.

Interest

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Interest

New ways to generate interest will be based on social networks. Ticketmaster allows us to discover users and friends who will attend a Glee concert and share if we are going too.

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Integrating what is said about the products we sell on product pages will be a must. Weber does a great job integrating feeds from both Twitter and Facebook of fans enthusiastic about grilling to give more visibility and increase potencial viral content.

Decision Making

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Puedo ver qué usuarios han comprado una determinada oferta. We can see who else has purchased the product we are considering to buy. Kactoos’ users are the main players on the site. They take advantatge of user’s interactivity to make the purchase more social.

Decision Making

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We will even be able to ask recent buyers directly, especially among our network of acquaintances. Emitations jewelry store - invites us to discover what things our friends from Facebook have bought. Conversion rates for those who wanted to know were 5 times greater than the average user.

Decision Making

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!   Social wishlist !   Give-a-gift !   Real-time chat !   New call-to-actions

The “friendlier” you make your store, more sales will result.

Social commerce

impact

Shopping process

1

2

3

4

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Etsy offers gift ideas for our Facebook friends.

Stores will recommend products, Users will discover products according to friends’ preferences

Shopping process

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Shopping process

Making purchase decisions will be more social by integrating real-time conversation tools. Through tools like Shoptogether, you can visit online stores like Buy.com with friends and comment on products, purchase and make decisions together.

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User will no longer shop alone: shopping becomes social. Through sites that allow users to share information and create the product they want to purchase as Shiny Orb does when designing wedding dresses and bridesmaids dresses.

Shopping process

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1

2

3

4

5

!   Social personalization !   Pay-to-share to customers

and their friends.

Never miss a chance to turn a buyer into an influencer for a future shopper.

Social commerce

impact

Recommendation

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Sharing with friends once we have purchased. Any better moment? Ticketmaster understands how important checkout is and invites customers to discover which event their friends are attending and to share in social networks that they’ve got tickets.

Recommendation

When a customer shares information on an event, he generates an additional $5.30 in ticket sales.

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With invites to gift and recommend new products to customers. In Groupon we are currently working on providing an opportunity for a user that has just purchased an item to become interested in other items to buy and want to recommend our products.

Recommendation

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Encouraging conversations through the use of new social currencies such as Paywithatweet. Paywithatweet is a great system for users to receive something from companies like a song on the The teenagers site in exchange for sharing on Twitter your interest in a particular band.

Recommendation

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Anand Rajaraman co-founder of Kosmix

“Social shopping today is where online shopping was before Amazon came on the scene”

mx.conversionsummit.socialcommerce

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