This presentation shows:
1. why we use social network services for business
2. what concepts of social commerce and facebook commerce(f-commerce) are
3. how to use facebook for business
12. Social media includes web-based and mobile based technologies
which are used to turn communication into interactive dialogue
between organizations, communities, and individuals.
13.
14. Analog Online Social
Consumer Consumer Consumer
Behavior Behavior Behavior
Model Model Model
ttention ttention esire
nterest nterest earch
esire earch ction
emory ction iral
ction hare nduce
15. 4 out of 5 internet users visit social networks and blogs.
16.
17.
901 million
Active Users
2222222222 one billion
Posts per day
100 billion friendships
2.7 billion likes/comments per day
250 million photos uploaded each day
18.
465 million
Twitter Accounts
222 290 million Tweets per day
175 million tweet view
11 accounts per second
19. 70 million 39 million
WordPress blogs Tumblr blogs
worldwide worldwide
24. This is only a channel to get user's opinion related to the products.
25.
26.
27.
28. NETFLIX split its $7.99 unlimited streaming and DVD
services between 2 websites requiring separate subscriptions.
Streaming for
$7.99 / MOS
DVD-by-Mail
$11.99 / MOS
30. Within 6 months of the QWIKSTER announcement,
NETFLIX's stock price fell 60%.
October 1st, the NETFLIX CEO nixed QWIKSTER and
emailed millions of subscribers a personal apology.
33. What is Social Commerce?
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.
34. Advantage of Social Commerce
Low Viral Effect
Marketing
Cost
Potential
Customers
35. 36% 34%
64% 66%
36% of social media users 2 out of 3 social media users
post brand-related content. believe Twitter influences
purchases.
36. 25%
50% 50%
75%
50% of people follow brands 75% of companies now use
in social media Twitter as a marketing
channel
37. 11%
41%
59%
89%
41% of the class of 2011 89% of agencies said they
used social media in their would use Facebook to
job search. advertise for their clients in
2012.
38. 30%
50%
50%
70%
One out two mobile shoppers 7/10 Southeast Asian
share their shopping consumers have liked or
experience on social networks. followed a brand on social
media.
39. Types of Social Commerce
1. Group Purchase
2. Social Link on the Site
3. Including Social Web Functions
4. F-Commerce
45. Facebook commerce, f-commerce, and f-comm
refer to the buying and selling of goods or services
through Facebook, either through Facebook
directly or through the Facebook Open Graph.
47. Pages
Pages allow businesses, brands, and
celebrities to connect with people on
Facebook. Admins can post information
and news feed updates to people who
like their pages.
48. Ads and Sponsored Stories
Reach your potential customers and
grow your audience with highly targeted
ads and sponsored stories on Facebook.
73. Step 1: Create your Page
• Add content
– Include important information such as your location, links,
hours, photos, or menus so that people can get to know your
business
• Claim your Place
– Connect your physical store location to your Page by claiming
your Place so people can find you and check in
• Invite your customers
– Invite current and new customers to like your Page, and
promote it with in-store signs, flyers, emails, and website links
74.
75. Step 1-1: Build your Page
Once you’ve created your Page, the next
step is to make sure it represents your
products and mission.
77. Step 1-1: Build your Page
• Cover photo
– This is the first thing people will see when
they visit your Page. Choose a unique photo
and change it as often as your like
78. Step 1-1: Build your Page
• Profile photo
– This represents your Page on other parts of
Facebook, like in news feed. Use your logo or
another image that’s associated with you
79. Step 1-1: Build your Page
• About
– Write a short statement that clearly describes
what your business is, and include helpful
links and contact information
81. Step 1-2: Add Contents
• Views and apps
– Photos, likes and apps are at the top of your
Page. Change the order so people see what
matters to you first
82. Step 1-2: Add Contents
• Posts
– Add updates, photos, videos and links about
your business so people always see fresh
content on your Page
85. Step 2: Engage your customers
• Join the conversation
– Use your Page to post regular updates about your business and
provide exclusive offers to generate comments and drive
engagement
• Build deep relationships
– Get to know your fans and make people feel at home by
responding to their comments in a predictable, timely way
• Gain valuable insights
– Learn how your audience is interacting with your Page and
make adjustments to increase engagement
86. Step 2-1: Talk to your customers
Post regularly to develop deeper
relationships with your customers and
create an active community around your
Page.
Give your Page an authentic and consistent
voice, and encourage people to like and
share your posts.
87. Step 2-1: Talk to your customers
• Share exclusive
content
– Post photos, videos,
menus or other "sneak
peaks" about new
products and events
88. Step 2-1: Talk to your customers
• Ask questions
– Simple questions let customers give feedback
on a product or service
89. Step 2-1: Talk to your customers
• Create an event
– Celebrate a launch, holiday, or anniversary
and promote it to your loyal customers
90. Step 2-1: Talk to your customers
• Highlight what’s important
– Hover over a story you’ve created and click on the
star to make it wider, or on the pencil to pin it to the
top of your Page, hide or delete it entirely
• Manage everything in one place
– Keep track of all the activity on your Page from your
admin panel. Respond when people write on your
Page timeline and view your latest insights
91. Step 2-2: Learn and Grow
Set some goals to shape your Page posts and ensure
they are useful and relevant. Then check the metrics
on your Page Insights Dashboard regularly to learn:
• Who your customers are
• What day of the week most people visit
• How often people comment
• Which posts are most engaging
94. Step 3: Promote your business
• Create Ads
– Use highly effective Facebook Ads to get the
word out to exactly who you want using
targeting criteria such as interests, location
and more
• Run Sponsored Stories
– Set up Sponsored Stories to take advantage of
friends talking to friends about your business
95. Step 3-1: Expand your reach
There are a number of ways to increase
awareness and bring more people to your
Page.
96. Step 3-1: Expand your reach
• Tell in-store customers
– Add calls to action such as “Like us on
Facebook” on in-store signs, emails and
business cards
97. Step 3-1: Expand your reach
• Promote your Facebook Page
– Add your Facebook Page web address to your
business cards, flyers, or receipts
• Get the Like button on your website
– Make it easy for people to like your page,
even when they're not on Facebook
98. Step 3-1: Expand your reach
• Set up Check-in Deals
– Reward loyal customers with discounts and
other special offers to build valuable
relationships that help drive awareness for
your business
99.
100. Step 3-2-1: Identify Your Goals
Start by defining what you want to promote
(Page, Event, App, Website), and the goals
you want to achieve.
101. Step 3-2-1: Identify Your Goals
• Build awareness
– Reach a large audience with a widely targeted ad
campaign
• Drive sales
– Offer special deals and giveaways in your ad campaign to
bring people into your store
• Grow your fan base
– Encourage people to like your Page by offering valuable
benefits for engaging
102. Step 3-2-2: Design an Engaging Ad
Create multiple versions of your ads with
different images and body copy to find out
which combinations are most effective.
104. Step 3-2-2: Design an Engaging Ad
• Include your business or Page name, a question,
or key information in the title
• Provide a clear action to take in the body copy,
and highlight the benefits
• Use a simple, eye-catching image that is related to
your body copy and title
• Target different audiences to determine which
groups are most responsive to your ads
105. Step 3-2-3: Target the Right People
Think about the profiles (timelines) of the
people you want to reach with your ads, and
select criteria based on what your audience
is interested in, instead of what they might
be looking to buy.
106. Step 3-2-3: Target the Right People
• Location, Language, Education, and Work
• Age, Gender, Birthday, and Relationship
Status
• Likes & Interests
• Friends of Connections
• Connections
108. Step 3-2-4: Manage Your Budget
Set a budget that will allow you to effectively
reach your target audience, and check your
campaign performance often.
109. Step 3-2-4: Manage Your Budget
• CPC vs CPM
– Determine if you want to pay on a cost-per-click (CPC) or cost-
per-impression (CPM) basis
• Daily Budget
– Set the maximum amount you want to pay each day - once you
hit your daily budget your ad will no longer show
• Bid Price
– Bid prices fluctuate often. Set a bid within or above the
suggested range, and check your Ads Manager often to update it
when the suggested range changes
111. Step 3-2-5: Review and Improve
• Get basic data about your ads, such as
impressions and clicks
• Learn about your audience's age, gender,
and location at an aggregate level
• View specific time periods to learn how
your ad performance has evolved
114. Contents Search on the Semantic Web
Dr. Myungjin Lee
e-Mail : xml@yonsei.ac.kr
Twitter : http://twitter.com/MyungjinLee
Facebook : http://www.facebook.com/mjinlee
SlideShare : http://www.slideshare.net/onlyjiny/
115. References
• 100 more social media statistics for 2012
http://thesocialskinny.com/100-more-social-media-statistics-for-2012/
• The Power of the Social Consumer
http://mashable.com/2012/02/29/social-consumer-infographic/
• 101 Examples of Social Business ROI
http://www.beingpeterkim.com/2012/01/social-business-roi-examples.html
• 101 examples of f-commerce
http://econsultancy.com/us/blog/7540-101-f-commerce-examples
• Facebook for Business
http://www.facebook.com/business
• F-Commerce, 김영한 and 김현영, 헤리티지 (2011)
http://book.naver.com/bookdb/book_detail.nhn?bid=6728348