f-commerce and the rise of the solomo consumer
Post on 17-Oct-2014
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DESCRIPTION
Learn how consumer brands can profit from f-commerce - e-commerce on Facebook. Discover five key brand-building benefits of f-commerce, and how f-commerce can help you master the new SoLoMo consumer - consumers who shop smart with social, location-aware and mobile technology. Dr Paul Marsden, Social Psychologist and Social Media Strategist, Syzygy, is a Social Psychologist with a PHD in the spread of influence through social networks, Paul has 12 years experience in digital marketing and is author of Connected Marketing. He is also Social Media Strategist for Syzygy and editor of Syzygy's blog www.socialcommercetoday.comTRANSCRIPT
F-COMMERCETHE RISE OF THE SOLOMO CONSUMER
TOWER 42LONDONSEP 6, 2011
DR PAUL MARSDEN
SOCIAL MEDIA STRATEGIST
SYZYGY
WHAT DO THEY HAVE IN COMMON?
WHAT DO THEY HAVE IN COMMON?THEY ALL SELL TO FANS ON FACEBOOK
f-commerce
fan-commerce
WHY F-COMMERCE?
FAN DEMAND
FAN INSIGHT
FAN ADVOCACY
zzzzzzMIND THE PERCEPTION GAP
zMIND THE PERCEPTION GAP
DEALS
SHOPPING
READ USER REVIEWS
GENERAL INFO
EXCLUSIVE INFO
NEW PRODUCT INFO
SHARE OPINION
CUSTOMER SERVICE
PARTICIPATE IN EVENTS
FEEL CONNECTED
SUBMIT PRODUCT IDEAS
BE PART OF A COMMUNITY
NEW PRODUCT INFO
GENERAL INFO
SHARE OPINION
EXCLUSIVE INFO
READ USER REVIEWS
FEEL CONNECTED
CUSTOMER SERVICE
SUBMIT PRODUCT IDEAS
BE PART OF A COMMUNITY
PARTICIPATE IN EVENTS
SHOPPING
DEALS
WHAT FANS WANT WHAT BRANDS THINK FANS WANT
Source IBM 2011 Baird & Parasnis
WHY F-COMMERCE: FAN INSIGHT
FACEBOOK AT INTERSECTION OF 3 BIG TRENDS
WHY F-COMMERCE: FAN INSIGHT
LOCAL MOBILESOCIAL
THE RISE OF THE SMART SOLOMO CONSUMER
FACEBOOK FAN-STORES AS A LIVE LEARNING LAB
FACEBOOK AT INTERSECTION OF 3 BIG TRENDS
Darwinian IntelligenceSurvival of the Fittest
Individual IntelligenceTrial & Error Learning
Social IntelligenceSocial Learning
LAYERED INTELLIGENCE: SOCIAL + LOCAL + CONTEXTUAL
THE MEMETICALLY MODIFIED CONSUMER
Darwinian Intelligence
Survival of the Fittest
Individual Intelligence
Trial & Error Learning
Social Intelligence
Social Learning
Social Intelligence + Local Intelligence + Contextual Intelligence= Smart SoLoMo Consumer
A wise man learns by the experience of others; a fool, by his own
FAN-STORES ASLIVE LEARNING LAB
WHY F-COMMERCE?
FAN DEMAND
FAN INSIGHT
FAN ADVOCACY
FAN-STORES: TURNING MARKETING FUNNELS INTO VIRAL LOOPS
FAN-STORES: TURNING MARKETING FUNNELS INTO VIRAL LOOPS
WHY F-COMMERCE?
TURNING MARKETING FUNNELS INTO VIRAL LOOPS
FAN-STORES: TURNING MARKETING FUNNELS INTO VIRAL LOOPS
WHY F-COMMERCE?
TURNING MARKETING FUNNELS INTO VIRAL LOOPS
FAN-STORES ACTIVATE FAN ADVOCACY
FAN-MARKETING 101
FAN VALUE = SPEND VALUE + ADVOCACY VALUE
LAUNCH CAMPAIGN
LAUNCH CAMPAIGNWITH FAN ADVOCACY
$
ADVERTISING + ADVOCACY = LAUNCH SALES ACCELERATION
t
3 ADVOCACY ACTIVATORS EMPOWERED INVOLVEMENTVIRAL
INCENTIVESGET IT FIRST EXPERIENCE
FAN-FIRST EXCLUSIVES...
FAN-FIRST EXCLUSIVES...
FAN-FIRST EXCLUSIVES...
FAN-FIRST EXCLUSIVES...
FAN MERCHANDISE...
FAN MERCHANDISE...
FAN MERCHANDISE...
FAN MERCHANDISE...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
FAN SUBSCRIPTIONS...
3 THINGS
Facebook is a fan-channel: Think of f-commerce as fan commerce
3 THINGS
Facebook is a fan-channel: Think of f-commerce as fan commerce
Sell fan-first exclusives and brand merchandise to activate fan advocacy and turn the marketing funnel into a viral loop
3 THINGS
Facebook is a fan-channel: Think of f-commerce as fan commerce
Sell fan-first exclusives and brand merchandise to activate fan advocacy and turn the marketing funnel into a viral loop
Use fan-stores to learn about the SoLoMo consumer and explore opportunities for fan activation (e.g. fan-streaming/ fan-subscriptions)
3 THINGS
THANKS
PAUL MARSDEN
@MARSATTACKS