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

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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

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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

8

#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

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Amazon.com Received 7.7% of Traffic from Facebook

Source: comScore and J.P. Morgan (January 2011).

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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

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How can you take advantage?

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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%

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Source: Facebook Case Study

Step2

1

2

3

1

2

3

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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

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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

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Tip 2: Integrate Sharing Throughout Shopping Experience

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Tip 3: Optimize Shared Content for The Newsfeed

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2

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4

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