Conference at the Conversion Summit in Frankfurt about conversion and social commerce

1. On-Site Social Commerce
Conversion in the post-like world
@davidboronat
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2. Conversion and Social commerce
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3. Before social networks, conversion entailed
creating more persuasive and personal websites.
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4. But it seems that social commerce can change
the way we convert users into customers.
¿Social?
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5. No problem. It’s easy !!!
Just create a fanpage
and a Facebook store.
And add a ‘Like’ button.
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6. It was probably like this before Facebook launched
Facebook Connect.
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7. Now the way we integrate our fanpages and sites has
changed.
4146 opportunities to share a
purchase with friends
4146 bought
Identified as a Facebook
user
62.202
people like this
Site
Fanpage
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8. But we are still too focused on the Facebook side of the
equation.
Fcommerce
Facebook
eCommerce
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9. 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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10. Make no mistake.
Facebook will push hard on Fcommerce.
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11. What should we do on Facebook in the meantime?
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12. Social
Social
Buy as a group
Impulse
> $50
Buy
Make a gift
Tickets T·shirts
Impulse
< $50
Recommend Lead to the site
Ask
Vacations Camera
1
¿Qué nosDefine what is the
estáis pidiendo?
main action you expect your fans to do
according the product you sell and your target.
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13. Social
Social
Buy as a group
Impulse
> $50
Buy
Make a gift
Tickets T·shirts
Impulse
< $50
Recommend Merchandise has a great
Lead to the site
opportunity to be bought
Ask on Facebook
Vacations Camera
1
¿Qué nosDefine what is the
estáis pidiendo?
main action you expect your fans to do
according the product you sell and your target.
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14. Social
Social
Buy as a group
Impulse
> $50
Buy
Make a gift
Tickets T·shirts
Impulse
< $50
Recommend Lead to the site
Ask
Vacations Camera
1
¿Qué nosDefine what is the
estáis pidiendo?
main action you expect your fans to do
according the product you sell and your target.
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15. Social
Social
Buy as a group
Impulse
> $50
Buy
Make a gift
Tickets T·shirts
Tickets Together makes it
Recommend
possible to invite friends to the
Impulso
through their site and
cinema
< $50
Lead to the site
add it to your profile as an
event. Ask
Vacations Camera
1
¿Qué nosDefine what is the
estáis pidiendo?
main action you expect your fans to do
according the product you sell and your target.
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16. Asos offers exclusive sale
previews for its Facebook
fans.
2
¿Qué nosDesign ‘fan stores’
estáis pidiendo?
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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17. Vodafone offers exclusive
promotions for its fans.
Impulso
< $50
Ask
2
¿Qué nosDesign ‘fan stores’
estáis pidiendo?
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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18. Heinz offers limited edition
products just for its
Facebook fans.
2
¿Qué nosDesign ‘fan stores’
estáis pidiendo?
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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19. BestBuy makes it easy to ask
our friends about their product
catalogue.
3
¿Qué nosBe as pidiendo?
estáis social as possible
Create a reason to share your products.
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20. El Corte Inglés offers a virtual
fitting room on Facebook in
order to ask friends about a
specific look.
3
¿Qué nosBe as pidiendo?
estáis social as possible
Create a reason to share your products.
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21. In a few clicks Starbucks allows
us to send our friends gifts
through their Facebook app.
3
¿Qué nosBe as pidiendo?
estáis social as possible
Create a reason to share your products.
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22. New call-to-actions to increase
the chances our fans talks to
their friends about us.
3
¿Qué nosBe as pidiendo?
estáis social as possible
Create a reason to share your products.
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23. 1800-flowers allows you to buy
on Facebook and gives a
20% discount as a Thankyou
for Likes.
4
¿Qué nosGive your fans a
estáis pidiendo?
reason to visit your website
Especially when you want to close the sale.
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24. 4
¿Qué nosGive your fans a
estáis pidiendo?
reason to visit your website
Especially when you want to close the sale.
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25. Follow
Recommend
Visit
Recommend
Buy
5
¿Qué nosIntegrate your fanpage
estáis pidiendo?
and your site
In both directions.
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26. Social commerce is more than Fcommerce.
Fcommerce
Social commerce
Facebook
eCommerce
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27. And it can impact every persuasion step.
5 cosas a tener en cuenta
PRODUCT
DISCOVERY
RECOMMEN-
DATION INTEREST
SHOPPING DECISION
PROCESS MAKING
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28. Product discovery
! Popularity
! Likes
! Share
1
Social
ce
commer
impact
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.
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29. 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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30. 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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31. Product discovery
Stores will become more familiar.
Users will discover products according to friends’ preferences
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.
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32. Interest
! Positioning
! Curiosity
! Opinions
! Credibility 1
Social
ce
commer
impact
2
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33. Interest
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.
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34. Interest
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.
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35. 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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36. Decision Making
! Trust
! Contrast
! Transparency
1
Social
ce
commer
impact
2
3
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37. Decision Making
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.
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38. Decision Making
We can see usuarios han comprado una determinada oferta.
Puedo ver qué 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.
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39. Decision Making
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.
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40. Shopping process
! Social wishlist
! Give-a-gift
! Real-time chat
! New call-to-actions 1
Social
ce
commer
impact
4 2
3
The “friendlier” you make your
store, more sales will result.
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41. Shopping process
Stores will recommend products,
Users will discover products according to friends’ preferences
Etsy offers gift ideas for our Facebook friends.
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42. 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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43. Shopping process
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.
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44. Recommendation
! Social personalization
! Pay-to-share to customers
and their friends.
5 1
Social
ce
commer
impact
4 2
3
Never miss a chance to turn a
buyer into an influencer for a
future shopper.
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45. Recommendation
When a customer shares
information on an event,
he generates an additional
$5.30 in ticket sales.
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.
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46. Recommendation
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.
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47. Recommendation
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.
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48. We have a unique opportunity
to humanize ecommerce
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49. We have a unique opportunity
to rethink our business around people
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50. “Social shopping today is where online shopping
was before Amazon came on the scene”
Anand Rajaraman
co-founder of Kosmix
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51. © multiplica 2011