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Ogilvy on Facebook Commerce
1. commerce
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2. Speakers
Thomas Crampton John Stauffer Brian Giesen
@thomascrampton @johnstauffer @bdgiesen
Asia-Pacific Director Regional Strategy Director Regional Director
Ogilvy | Hong Kong Ogilvy | Hong Kong Ogilvy | Sydney
commerce
4. Quick Poll
What
city
are
you
dialing
in
from?
commerce
5. “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/
commerce
6. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
7. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
8. Expected e-commerce growth by
region from 2010-2013
Numbers
in
Billions
283.0
195.2
323.1
235.3
Europe
165.8
U.S.A.
13.2% 155.7
Asia
12.4% 27.5%
121.7
Rest
of
World
55.8
29.7%
963.0
572.5
Global
19.4%
h*p://www.internetretailer.com/2011/01/04/global-‐e-‐commerce-‐sales-‐head-‐1-‐trillion-‐mark
commerce
9. The Web will be involved in 53% of
total retail sales by 2014
Source:
Forrester
commerce
10. Facebook’s Exponential Reach for Brands
750 million users
Friends of Friends
Friends of fans: 60M
Friends
Fan Base: 500K
Source: SocialBakers.com
commerce
11. F-Commerce and Social Media
68%
3
10%
Say they use social The top 3 brands on Average Facebook
networks when shopping Facebook sell directly store sees 10% month
online on the platform to month increase in
transactions
Source: Forrester/Shop.org, socialcommercetoday.com
commerce
12. F-Commerce and Social Media
75%
25%
7-‐10%
75% on Facebook 25% of customers
have ‘Liked’ a connect with brands to Cart Values are 7-10%
brand page receive discounts higher via Facebook
Source: Forrester/Shop.org, socialcommercetoday.com
commerce
13. Social Commerce Market Size
(US
Billions)
$30
$21
CAGR
=
43%
$14
$9
$5
Source: Forrester, GP Bullhound, Booz & Company Analysis
commerce
14. Quick Poll
Would
you
purchase
physical
goods
off
of
a
social
networking
site
like
Facebook?
commerce
15. Survey says…
Would you purchase physical goods off of a social networking site like Facebook?
X ✓
Note: Those not willing to purchase goods largely
expressed concerns related to Security and Privacy.
Source: Booz & Company survey
commerce
16. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
17. Commerce
F-Commerce means
selling goods or services
using Facebook.
F-Commerce is a driving
force behind the
intersection of social
networking and
business.
Source: Altimeter Group
commerce
18. Five Benefits of
“Social” Shopping
on Facebook
Source: Altimeter Group
commerce
19. 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.
commerce
20. 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.
commerce
21. 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.
commerce
22. 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.
commerce
23. 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.
commerce
24. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
25. Commerce
On
Facebook
With
Facebook
F-stores Facebook ads
Facebook e-commerce stores where A variety of advertising methods are
shoppers can purchase real goods available depending on how brands
with real currency without leaving want to reach fans (through friends of
Facebook. friends or targeted marketing).
Facebook Credits Custom Apps
The mandatory currency used for Users can create games, stores, and
games and in-app virtual goods. other engaging features for
Recently being used for real goods promotional purposes or to provide
with Deals on Facebook. uniquely branded experiences to fans.
Facebook Deals Facebook Places
Share experiences as opposed to just Local retailers drive in-store traffic by
discounts. Consumers pay inside offering special discounts to consumers
Facebook with a credit card, PayPal, who check in to their location with
or Facebook Credits. Facebook places on their mobile.
Source: Altimeter Group
commerce
26. On
Facebook
F-Stores
BAHN
Ticket sales and runs
commerce
28. On
Facebook
F-Deals
Drive sales through
exclusive Facebook
Deals
commerce
29. With
Facebook
F-Ads
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
commerce
30. With
Facebook
Custom Apps
Create Custom Apps to drive sales
commerce
32. AGENDA!
The Power of
Commerce in What is F
Asia Commerce?
Case Studies Getting Started
commerce
33. F-Commerce Framework
DISCOVERABLE
EXCLUSIVE
ENGAGING
Brand pages must be easy to find Brands should keep exclusive Using a content calendar, brands
and also integrated with other content/ value behind fangate, should encourage 2 way
brand digital assets
Visitors must first like the brand conversations to maximize organic
(e.g. social plug-ins on website)
page before seeing its content
word of mouth on Facebook
CONVERT!
Word of mouth generated by engagement will spread content out to
the friends-of-friends circle for better discovery and exposure
commerce
34. F-Commerce Tactics
DISCOVERABLE
EXCLUSIVE
ENGAGING
-Fans only photos
- Better brand page name + URL
- Conversation calendar
-Fans only contests
- Social Plugins on official website
- Embrace fans’ comments
-Fans only information about brand
- Facebook ads
- Highlight fan-generated content
-Fans only benefits
- Work with other brand pages
- Ask questions
- Work with influencers
-Fans only offers or discounts to
- Be their friends
convert sales/ leads
CONVERT!
Word of mouth generated by engagement will spread content out to
the friends-of-friends circle for better discovery and exposure
commerce
35. Likes: The Fangate
IKEA Summer Sale! Over 1,000
products as low as 60% off
Source: www.facebook.com/ikeahongkong
commerce
42. Facebook Measurement Model
REACH
ENGAGEMENT
ACTION
• Number of fans for brand pages • Number of discussion topics • Click through rates for
advertisements
• Number of wall posts on brand
• Number of brand mentions on page
walls • Number of contest entries
• Number of wall posts
• Number of news updates x fans • Number of applications
• Number and tone of reviews downloaded
posted
• Ad impressions
• Amount of content or offers • Offline actions driven by coupons
shared or special offers
• Video views • Web traffic generated
commerce
43. The Most Awarded Social Media Agency in APAC
The
Holmes
Report
Awards
Click
Awards
• 2011:
APAC
Digital
Consultancy
of
the
Year
• 2010:
Integrated
Marke`ng
IPA
EffecIveness
Awards
WPPed
Cream
Awards
commerce • 2010:
Bronze
award
for
“How
Branding
Generated
Sales,
Even
in
a
Recession”
• 2010:
Best
Consumer
Marke`ng
ITSMA
MarkeIng
Excellence
Awards
Asia
Pacific
PR
Awards
• 2010:
Most
Effec`ve
Public
Rela`ons
(Diamond)
• 2010:
Best
Use
of
Digital
x
3
IBM
Global
Best
PracIce
Awards
• 2009:
Best
Use
of
Digital
• 2010:
Best
CFO
Case
Study
(Silver)
Asia
MarkeIng
EffecIveness
Awards
• 2010:
Best
Impact
in
Regional
Ac`vity
Using
Social
• 2010:
Most
Effec`ve
Public
Rela`ons
Media
(Bronze)
• 2010:
Values
Award
Ogilvy
Professional
Achievement
Awards
• 2010:
Best
in
Digital
Influence
(Taiwan)
MicrosoX
MarkeIng
Awards
• 2010:
Best
Specialized
Marke`ng
(Shanghai)
• 2010:
Social
Media
Marke`ng
in
Asia
Pacific
• 2010:
Best
submission
for
30th
anniversary
compe``on
AYcus
Awards
(Hong
Kong)
• 2010
Best
Digital
Influence
Essay
Marke`ng
Magazine
• 2011
Digital
Agency
of
the
Year
• 2011
Crea`ve
Agency
of
the
Year
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