Facebook Platform for Mobile has arrived. Emerging trends in social mobile commerce

1. 1
The Facebook
Platform for
Mobile
Emerging trends in
social commerce
@JaniceDiner

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The only thing consistent is change
Date Launched Featured Product or Partner
September 22, 2011 • Facebook f8 - Open Graph Beta, Timeline, Ticker
October 10, 2011 • Facebook Platform for Mobile
October 10, 2011 • Facebook Credits Launch on Mobile Platform
July 14, 2011 • Facebook launches Location TAB
October 17, 2011 • Facebook Page Insights Update
October 13, 2011 • eBay Partners with Facebook - x.Commerce
October 11, 2011 • Walmart Labs Launches My Local Walmart
October 24, 2011 • Facebook is Testing Facebook Credits for Websites

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Horizon has a proven track record connecting brands
to consumers in the social and emerging media space
Huge Monster

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Every industry and vertical is going to
be rethought in a social way.
The real opportunity is about people
redesigning these spaces.

5. 5
Innovation and change start
with a catalyst
• Marketing with the social graph
• Engaging across all screens
• Build products with purpose

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Social Commerce
Helping customers connect where they buy

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Social Commerce
"Social commerce is a subset of electronic
commerce that involves using social media,
online media that supports social interaction and
user contributions, to assist in the online buying
and selling of products and services".
Wikipedia

8. 8
The hyper-interactive shopper is a new
breed of engaged and informed consumer
They are researching,
chatting, booking, sharing,
y blogging, Facebooking,
tweeting every aspect of
the buying experience with
their friends online, on
mobile devices and in
multiple Social Networks

9. 8
The hyper-interactive shopper is a new
breed of engaged and informed consumer
we talkchatting,are researching, we buy
about what
They
booking, sharing,
y blogging, Facebooking,
tweeting every aspect of
before
we buy
while
the buying experience with
their friends online, on
we buy
after
we buy
mobile devices and in
multiple Social Networks

10. 9
Consumers are now in charge, they have a mall in their
pocket and they are carrying their friends with them
$119 billion projected worldwide e-commerce sales via mobile devices by $2015*
50% of Groupon’s business is expected to come via mobile in the next two years
350 million active users on Facebook’s mobile platform
(source: Microsoft’s Mobile E-Commerce Infographic)

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Agenda
1. Facebook Commerce
2. Facebook Platform for Mobile - Has arrived!
3. Facebook Credits - Facebook’s payment system
4. Facebook Places - Merging in-store, online and mobile
5. Facebook Open Graph Beta - Integrated Experiences

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1. Facebook Commerce

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Engage with consumers where they are
already spending time, with Facebook
The average Facebook user has
130 friends
and is connected to pages and events
80 pages
250+ million people engage with Facebook on external websites every month.
100 million “likes” per day for Facebook pages
350 million users are engaging with Facebook on mobile phones
2x more active people that use Facebook on their mobile devices
* Facebook Stats

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The Social Commerce market is growing
Turning
fast and estimated revenues are set to US
“Like to Buy”
$30 billion globally in the next 5 years*
F-Commerce
$1.2 Billion is the projected size of the
US virtual goods market in 2011**

15. Commerce inside Facebook.com
F-Commerce F-Stores
Ecosphere Facebook e-commerce
stores where shoppers
Version 2 can purchase real goods
with real currency without
leaving Facebook
Commerce Inside Facebook.com
Facebook Ads Facebook Credits
&This is commerce that happens inside Facebook, referringmandatory currency used
Sponsored The
Stories
specifically to the purchase of real goods and real services and and in-app virtual
for games
goods digital goods on
Facebook Ad and Sponsored
Story productsFacebook with a credit card or other valid monetary
inside help drive Facebook. Credits are now a
mobile payment option for
system.
awareness, engagement and
purchase Facebook Facebook mobile web apps
Platform
Open Graph
Facebook
Open Graph Facebook Commerce
Commerce Facebook
Mobile Platform Social Plugins
Facebook Platform for Mobile Facebook Commerce
Open Graph
Facebook influenced
This is commerce that takes advantage of Facebook's
enables shoppers to engage with
friends and the shopping commerce on e-commerce
Open Graph, allowing shoppers to sign into Facebook
experience through Notifications,
Requests, Timeline and News
websites with Like, Share,
Recommend and Facebook
Feedfrom any online site with a PC or mobile device.
on Facebook mobile apps. Connect
Facebook Facebook Places &
Open Graph Beta Location Tab
Define Facebook social Facebook’s Location TAB is
shopping actions and objects cataloging physical location for
(verbs and nouns) and share every Facebook business page.
them through user’s Timeline, Retailers are integrating online
News Feed and Tickers and mobile with in-store
experiences
© October 25th, 2011, Janice Diner www.horizon-studios.com @janicediner

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People who click Facebook “Like’s” are more engaged,
active and connected then the average Facebook user
Looking at data from 12 weeks in
aggregate, Eventbrite found that each social
media share equates to $1.78 in ticket sales
FANS CONSUME VALUE OF A INCREASED INCREASED
MORE PRODUCT SHARE REFERRAL SALES
A Coca-Cola Fan consumes A share on... 40x referral traffic from American Eagle added the
two times more product than Facebook equals $2.52 Facebook for Leviʼs “Like” button to every product
a non-fan and purchase intent Twitter equals $0.43 ecommerce site after on their site and found,
of a fan is ten times higher linkedIn equals $0.90 implementing the Like Facebook referred visitors
then that of a non-fan e-mail equals $2.34 spent 57% more money than
button
non-Facebook referred visitors
* Facebook Stats

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2. Facebook Platform for Mobile

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Facebook Platform for Mobile - a Social Experience
For businesses developing on Facebook Platform,
Facebook Platform for Mobile is a key technology to
enable more connections and meaningful engagement
anytime, anywhere.
People can now access Facebook apps and games on
a variety of mobile devices and tablets.
Marketers and businesses can reach and connect with
more people more often with their apps

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Extending the Facebook platform from the PC world to mobile devices
means that Facebook’s members will be able to launch games or other
applications while they are using the social network.
250 million iPhones • 350 Million people access Facebook from a mobile device

20. Socialize your mobile app
Recommendations
from friends help Facebook Likes
define what users read define music content
on HuffPost for AUDIOVROOM
People share, read and generally engage more
with any type of content when it’s surfaced
through friends & people they know and trust.

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• 53% of Facebook users play
games
• Facebook takes 30% on all
Facebook Credit transactions
within Game applications
• $1.2 Billion is the projected
size of the US virtual goods
market in 2011*
3. Facebook Credits Have Arrived on the Mobile Phone
*Source: Inside Virtual Goods: The US Virtual Goods Market 2010 - 2011

22. Facebook’s Global Currency - Facebook Credits
In-Game and In-App Virtual and Digital Goods
Facebook Credits
Facebook Credits for Digital Goods
Virtual Goods
Digital Goods: Products that can be fulfilled
online such as music downloads, movie
downloads, pay per view movies, pay per view
z concerts and other digital based products
Facebook Credits
Gift Cards Facebook Credits
The mandatory Facebook
currency used for games
and in-app virtual goods and Facebook Credits
digital goods on the
Facebook Platform. for Mobile
Facebook Credits
Purchase Incentives Mobile Mobile Apps: Facebook Credits
arrive for mobile apps. HTML 5 developers
can now use Credits as their payment
mechanism for digital and virtual goods
© October, 2011, Janice Diner www.janicediner.com @janicediner

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Facebook Credits arrive on the Mobile Phone
Your app or game can prompt the user to pay
for a virtual good by using Facebook Credits.

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Facebook Credits arrive on the Mobile Phone
Zynga recently reported a few key numbers.
• 230 million monthly active users (across all of Zynga’s games)
• 60 million users play Zynga games on a daily basis.
• Zynga sells 38,000 virtual items every second.
• Zynga made $575 million in revenue off the sale of
virtual goods in 2010
Your app or game can prompt the user to pay
for a virtual good by using Facebook Credits.

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Facebook Credits as Incentives for Shoppers
pre-paid Gift Cards that can be purchased at major retailers in the U.S., Canada and the U.K.
Check-in and Use your Facebook Credits to Watch a Movie
get Facebook
credits
Earn Facebook
Credits for checking-in
at retail locations, at
participating retailers
like BestBuy, Macy’s,
American Eagle
30 Credits = 1 Movie = $3
40 Credits = 1 Movie = $4

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On average, people on Facebook install apps more than 20 million times every day*
Social Gaming Goes Mobile

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4. Facebook Places
Merging in-store,
online and mobile

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Location TAB
The Locations TAB for
Facebook Pages enables
business to register every
single brick-and-mortar
location
Seamless integration across
Facebook pages and Mobile
places check ins
Facebook advertising targeted
by zip code drives local
marketing activity

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How many customers do
you have a year?
How many customers do
you think you would
check-in to your location(s)
with Facebook Places?
Every time a guest checks-in, the check in
gets promoted through the customers
newsfeed to their network of Facebook
friends giving the business added exposure
and brand awareness
Check-in with Facebook Places

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Facebook Places, Check-in
Walmart’s going local:
Turning Facebook “Likes”
into targeted local sales
My Local Walmart -
available on Facbeook.com
through Walmart’s Facebook
page but it is very easy to
see how it will move to a
Facebook mobile app
sometime soon.
Consumers can choose their
local Walmart location and
get served deals and
coupons based on their local
store.

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5. Open Graph Beta - Integrated Experiences

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Open Graph 2010
100 million “likes” per day for Facebook pages
7+ million apps and websites have integrated
with the Facebook platform
f8- Open Graph Beta
“We think this is going to make it possible to
build a completely new class of apps that
wasn’t possible before,” says Zuckerberg
* Facebook Stats

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Open Graph Beta allows 3rd
party applications to include
arbitrary actions and objects.

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My Facebook Info
Permission screen to access 1. About Me
your personal Facebook Info 2. Activities
3. Birthday
4. Check-Ins
5. Education
6. Events
7. Groups
8. Hometown
9. Interests
10. Likes
11. Location
12. Notes
13. Photos
14. Photos Tags
15. relationships
16. Website
18. Work History
19. Contact Info

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Connect with Facebook Integration
Amazon - Facebook Connect

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Connect with Facebook Integration
The power of personal recommendations
By using Facebook's social data into
its own Amazon recommendation
algorithm, Amazon can make even
better personal and friend
recommendations
The Social Graph - more incentive to buy
Facebook Connect enables consumers
to bring their friends and their friend’s
information into the Amazon
experience. Amazon give’s consumers
more reasons to buy
Amazon - Facebook Connect

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Loyalty, Rewards & Sales
Starbucks Loyalty Cards
can be managed inside
Facebook and on a
mobile devices
1.5 Billion was loaded
onto Starbucks loyalty
cards, a 21% increase
from previous year
Seamless integration
across multiple platforms
Photo Credit: Starbucks Facebook page

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Loyalty, Rewards & Sales
American Express Launches
"Link, Like, Love" on Facebook --
First-Ever Platform to Deliver
Deals, Access and Experiences
Based on Cardmember "Likes" and
Interests
A Facebook application that links the
consumers Facebook account data with
their AmEx card. Once consumers links
their two accounts, they will begin to
see deals from companies they Like.
Consumers simply use their AmEx card
to buy the item and Deal amount will be
credited directly to their AmEx account.
The AmEx App is a fully integrated
Facebook commerce solution right up
to product purchase online or in-store.
Photo Credit: Amex Facebook page

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It is not about building a mobile app it’s about
building social apps across all screens.
You can deliver a customized experiences, that is
catered to “me”, that is built around “my” friends
and “my” interests...
The opportunity is now, the speed of change is
only increasing and there are 350 million people
actively waiting to be engaged and buy from you.

42. 40
Every industry and vertical is going to
be rethought in a social way.
The real opportunity is about people
redesigning these spaces.

43. 41
Innovation and change start
with a catalyst
• Marketing with the social graph
• Engaging across all screens
• Build products with purpose

44. 42
Thank you
On twitter - @janicediner
Email me - janice.diner@horizon-studios.com
Presentations - slideshare.net/jdiner
Monthly ClickZ article - Social Commerce
www.horizon-studios.com