commercebrain.com on making sense of facebook search irce2013
DESCRIPTION
CommerceBrain.com CEO Yulia V Smirnova speaks on revenue opportunities for online retailers with Facebook marketing, social graph search based on current experiences and case studies of Eventbrite and Zappos. Making Sense of Facebook Search, presented at Internet Retailer 2013, June 4th, ChicagoTRANSCRIPT
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@commercebrain #irce2013
Making $ense of Facebook Search
Type to search for people, places and
things
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@commercebrain #irce2013
Facebook -‐‑ Goldmine
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@commercebrain #irce2013
Facebook data + features = Amplifiers
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@commercebrain #irce2013
Same data pools (actions + objects)
• Act as multipliers
Your model
Timeline
Newsfeed
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@commercebrain #irce2013
① Unique Data
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@commercebrain #irce2013
① Unique Data
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@commercebrain #irce2013
① “We mapped item taxonomy to FB interests
“… people bought more unrelated events and upsell skyrocketed.”
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@commercebrain #irce2013
① “We also mixed activity data
• …we learned so much “
• Activity more
accurate, up to date, matches real life experience
• next gen
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@commercebrain #irce2013
① “Future in social
…we are prepared.” – Vipul Sharma, Director of Data
Engineering
discovery”
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@commercebrain #irce2013
② Product Traffic Only
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@commercebrain #irce2013
② to Sales Heaven
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@commercebrain #irce2013
② Highway speed Sales
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@commercebrain #irce2013
② Qualified HOV lane
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@commercebrain #irce2013
② Zapwow gets 3K monthly
2,718
4,797
250
1,063
3,393
Nov-‐‑12 Dec-‐‑12 Jan-‐‑13 Feb-‐‑13 Mar-‐‑13 Apr-‐‑13
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@commercebrain #irce2013
② Zapwow gets 3K monthly
• 37.22 % • 56.47% back to
Buy
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@commercebrain #irce2013
② Zappos confirms Uplift • “Your sample is less than 1% and we
get 4X more…”
• 1.2M
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@commercebrain #irce2013
② How’s the HOV sales?
• 86 % of shopping sessions
• 2.6 % in same session CR
• 30K users (1.2 M X 2.6 %)
• $2.1M if average $70
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@commercebrain #irce2013
② Zappos
1. “Converts like email”
2. “80% paid, 20% owned”
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@commercebrain #irce2013
② Zappos
3. “We do shared interest studies and social listening…surprising insights for DM”
4. “We want to be real &deep with our customers…”
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@commercebrain #irce2013
③ Who else stroke Riches?
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@commercebrain #irce2013
③ Who else stroke Riches? 1. Petflow makes 10M from $200K
(28% traffic)
2. Blitzmetrics customers - Rosetta Stone $6.5 for $1 spent
3. Badgeville (partner data expands data solutions)
4. Wonder app, Yandex, RIP
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@commercebrain #irce2013
What else I can do NOW?
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@commercebrain #irce2013
“You Might Like These Customers “and INTEL
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@commercebrain #irce2013
Viral Anything
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@commercebrain #irce2013
Help
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@commercebrain #irce2013
Models of FB $-‐‑verse Direct sell
Indirect sell
Unique offers
Genius -‐‑ like recommendations
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@commercebrain #irce2013
Hierarchy of Sophistication 1 Ed
ge Ran
k Look alike
audiences
Custom audiences ads
Killer apps
Promoted posts
Page with engaging content
search
feed
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@commercebrain #irce2013
Hierarchy of Sophistication 2 I read newsfeed Relevant ads to me
Groups and what I engage with
Shared public photos, video, places
Interests
Likes
I search
I discover
I eng
age
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@commercebrain #irce2013
Facebook data + features = Amplifiers
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@commercebrain #irce2013
Yes, Yulia but….
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@commercebrain #irce2013
Yes, Yulia but….
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@commercebrain #irce2013
Yes, Yulia but….
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@commercebrain #irce2013
We are being trained NOW ① Suggestive
prompts ② Classify your subs
lists ③ Mobile sleek ④ Photos auto sync ⑤ Classify emotions
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123
5
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234
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@commercebrain #irce2013
We are trained to search… ① You might also like ② Related photos ③ Incentivized check-ins ④ Suggested posts ⑤ Recommended ads ⑥ Ratings ⑦ New savvy search
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@commercebrain #irce2013
We are trained to discover…
1
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2
31
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We are trained to add data…
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We are trained to add data…
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@commercebrain #irce2013
Social Science confirms the trend ① Tech makes social capital easy to share ② We will share whole a lot more (cheap) ③ We will do so in structured ways ④ “We will be experts, locals everywhere …
info will travel with us everywhere we go…”, Sam Lessin, Facebook
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@commercebrain #irce2013
Making $ense from Facebook search ① SEO more complex
② Integrate with paid to max owned and earned
③ Power tools required
④ Eventually, cheap or no ads needed
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@commercebrain #irce2013
Which team YOU?
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@commercebrain #irce2013
Bonus = (email + like) ① Extra on best Facebook marketing
(tools, pages, top 10 strategies, costs) and optional free 20 min Skype call with Yulia on your questions
② Expedited invite to Graph search
③ Free upcoming ecommerce Kindle book (publishing in October 2013 and free limited to special audiences)
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@commercebrain #irce2013
CommerceBrain flips online stores to profit
Yulia V Smirnova CEO and Founder commercebrain.com [email protected] c: 415 666 6002 skype: commercebrain read our blog hsp://commercebrain.com/blog stalk us on Facebook hsp://www.facebook.com/Commercebrain follow us on LinkedIn hsp://www.linkedin.com/company/commercebrain tweet with us hsps://twiser.com/commercebrain google +1 us hsp://gplus.to/commercebrain