Social media is a great forum for brands to advertise their products and influence the purchase decision. With recent developments in social e-commerce, social media now also allows consumers to purchase their favorite products seamlessly, and without leaving the social network of choice. This session will help you uncover the power of social e-commerce, and how you can implement it into your marketing strategy.

1. How Social Can Drive Your
E-Commerce Business
#FalconEd

2. Your Presenter.
#FalconEd
Wiebke Leffers
Strategist
Falcon.io

3. The state of Social E-commerce on Social
The impact of Covid-19
Zippos E-Commerce Journey
Developing a sales focused strategy
Q&A
Today’s Agenda.

5. THE STATE OF
E-COMMERCE ON SOCIAL
Why is e-commerce is important right now?

6. What role is social
media playing?
100%
increase of SoMe
referral traffic to online
stores in last 2 years
30%
buyers claim they would
purchase directly from
PIN, FB, TW, IG or SNAP
70%
of consumers search for
products they need to
buy on IG and FB
>50%
millennials would buy
products or services
through social media

7. Social eCommerce Networks.
Pinterest
• Catalogue
• Shopping ads
• Personal shopping
recommendations
Snapchat
• In-app stores
• Native checkout with Shopify
TikTok
• eCommerce connected to Amazon
• Linking post to product website
• Shop Now
Instagram
• Shoppable posts
• Product Sticker
• Native Checkout
• Instagram Shop
Facebook
• Facebook Shop
• Marketplace
• Payment in Messenger
• Libra digital currency
Youtube
• Verknüpfung mit Google
Shopping
WhatsApp
• In-App-Käufe

8. Major Trends in
Social eCommerce.
Native Checkout
The friction between finding and purchasing a product is
disappearing.
Impulse Shopping
Brands want to capitalize on quick consumer decisions.
Analytics
New shopping analytics and publishing tools on their way.
User Generated Content
Authenticity underpins social commerce decisions,
especially within social commerce ads.

9. Social eCommerce Stats.
80% of young shoppers make impulsive buying decisions
online. — CreditCards.com Survey
70% of shopping enthusiasts turn to Instagram for
product discovery. — Facebook
21% of all shoppers motivated to buy a product based on
positive social media mentions. — GlobalWebIndex
55% of online shoppers have made a purchase through
Facebook, Instagram, or Pinterest. — Avionos

10. Instagram.
Shoppable posts in Instagram feed.
Tagged products and carousel posts.
Product Stickers in Stories.
AR shopping feature, in beta with brands like
Warby Parker, MAC Cosmetics, and Ray-Ban.

11. Pinterest.
Pinterest “Shop the Look” Ads.

12. UGC.
H&M’s “#HMxME” social campaign, featured on hm.com

13. THE IMPACT OF COVID-19
How the pandemic has shifted the e-commerce landscape.

14. ZIPPO’S E-COMMERCE JOURNEY
Strengthening the strategy.

15. • Increased focus on e-commerce over last several years
• Evolution from engagement-centered social strategy
• Challenges and opportunities presented by COVID-19:
• Brick and mortar / impulse purchases
• E-comm increasingly important
• Testing & learning
Zippo’s E-Commerce Journey

16. 223%
increase in ROAS from 2019
to 2020 YTD
260%
increase in revenue driven by
social from 2019 to 2020 YTD
They have driven more revenue from social YTD than they did in the entire year of 2019.
In June 2020, they drove more revenue from social than they did in the entire year of 2018.

17. DEVELOPING A SALES-
FOCUSED STRATEGY
What to consider.

18. Utilize cross-channel campaign
tactics.
Make your paid and organic
content work in tandem.
Consider how non-social digital
marketing can enhance social
marketing and vice versa.
Developing a Sales-Focused Content Strategy

19. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.

20. @falconIO
falcon.io welcome@falcon.io