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description
WebinarFacebook Sharing Explodes:
How to Capitalize on this Trend
August 3, 2011
Agenda
1. Facebook Sharing Explodes
2. Impact on E-commerce
3. Facebook Sharing Winners
4. 3 Tips: Turn Sharing into Sales
5. Q&A
Follow along on
#FBXplodes
#FBXplodes
Today’s Speakers: @NadimAHossain @blakeandwhite
Facebook is the Consumers’ Network of Choice
#FBXplodes
750M
And Sharing is Growing Even Faster Than Users
Source: Facebook announcement livestream, July 6, 2011: http://t.co/HaBDqs
Zuckerberg’s Law: Sharing Will Double Every Year
“Next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before. ”
- Mark Zuckerberg
#FBXplodes
4 billion pieces of content shared daily
New Facebook Features Encourage Sharing
1. Original Friends
2. Photos
3. Newsfeed
4. Facebook Apps
5. Like Comments
6. Like Button
7. Groups
8. Messages
1 23
45
67
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#FBXplodesSource: Facebook announcement livestream, July 6, 2011: http://t.co/HaBDqs
Facebook Sharing is Happening Around Your Brand
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Consumers Spend Most Time on Profiles and their News Feed
Source: comScore Mediabuilder, U.S. May 2011
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Several Ways for E-commerce to Enter the Newsfeed
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Facebook Sharing has Evolved, Resulting in Greater E-commerce Impact
Openness
Imp
act
on E
-C
om
merc
e
Facebook Connect
Like Button
Traditional Sharing
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How On-Site Sharing Penetrates the Newsfeed
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Step 1Jessica Likes a product on Etsy
Step 2Jessica’s friends see that she’s Liked the Etsy product in their newsfeeds
Step 3Jessica’s friends click her Liked link to Etsy
Source: Compete Data 2010
Facebook Drove 15%+ of Referral Traffic to Etsy and Forever 21
#FBXplodes
Amazon.com Received 7.7% of Traffic from Facebook
Source: comScore and J.P. Morgan (January 2011).
#FBXplodes
Facebook referral traffic to Amazon rose 328% year over year.
Why this matters for ecommerce
Traffic x Conversion x Average Order Value=
Sales
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Facebook Friend Recommendations Drive Sales
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Consumers are 68% more likely to buy a product recommended by a Facebook friend.
“People like you” are equally as influential
Source: 2010 Social Shopping Study, the e-tailing group/PowerReviews
#FBXplodes
How can you take advantage?
#FBXplodes
E-commerce Winners in Facebook Sharing
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REI
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Eventbrite
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Eventbrite
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Eventbrite
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Eventbrite Results
The Results
#1source of referral traffic was Facebook after only a year of using Facebook Connect
of all Facebook shares happened post-purchase
more ticket sales were driven from a post-purchase share vs. a pre-purchase share.
Value of an event shared to Facebook in ticket sales.$2.5
3
60%20%
#FBXplodes
Source: Facebook Case Study
Step2
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#FBXplodes
Step2
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Step2 Results
The Results
7%of Step2’s customers have verified their identity with Facebook OnSite
of verified customers share product reviews with their Facebook friends
Increase in referral traffic from Facebook over the past year
Increase in revenue from Facebook-referred visitors
50%135%
3X#FBXplodes
PowerReviews’ Open Network Results
#FBXplodes
The Results
57% of all verified reviews are shared to Facebook
of all reviews shared to spur further engagement through Likes/Comments
more reviews are shared with Facebook OnSite vs. traditional methods
The value of a review shared to Facebook with Facebook OnSite.
70%
5X
$15.72
Tip 1: Launch Facebook Connect Now
#FBXplodes
Tip 2: Integrate Sharing Throughout Shopping Experience
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Tip 3: Optimize Shared Content for The Newsfeed
#FBXplodes
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Imply purchase
Visually appealing
Info on why product is recommended
Links to product page
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Q&A – 10 Minutes
Thank you.
Thanks for attending. Please take a moment to complete our brief survey upon leaving the webinar.
Today’s Speakers:
#FBXplodes
Nadim HossainVP of Marketing@NadimAHossain
Blake BryshaSr. Marketing Manager@blakeandwhite