A Case for Social Commerce:

Driving ROI through Social Graph Data

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• Open Graph Primer: Explicit Social Truths

• Case Study: 1-800-Flowers.com

Agenda

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Open Graph Primer:

Explicit Social Truths

What is possible at the convergence?

*Mary Meeker Internet Trends Report

• “Re-Imagination of Nearly Everything”

“Connected Data” (CRM)

UX (Beauty)

APIs (Platforms)

Companies re-imagining everything.

Have a distinctly social and personalized feel.

Personalization has been around for awhile.

• So what has social brought?

3 explicit social truths.

• Names

• Faces

• Friends

Examples of Onsite Social Personalization: Travel

Examples of Onsite Social Personalization: Rentals

Examples of Onsite Social Personalization: Media

Examples of Onsite Social Personalization: Media

Examples of Onsite Social Personalization: Cause

Examples of Onsite Social Personalization: Cause

• More than $300 million dollars pledged • Over 30,000 successfully funded projects.

Examples of Onsite Social Personalization: Cause

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Examples of Email Social Personalization

Subject line customized with friends’ names

Friends’ recent activity with commerce call to action

Examples of Onsite Social Personalization: Retail

Names, Faces and Friends are made possible by:

Open GraphFacebook’s

Big Channel

• Why you Like the Open Graph.

Big Data

• Why you also Like the Open Graph.

Actionable

Move from broad conversation and sentiment analytics to more actionable customer level social data and analytics.

First Wave of Social...

• Push phenomena

• Pull phenomena

Second Wave… Existentialist…

Social Graph Data

Leveraging social graph data, product adoption can increase by up to 400%.

FB Historical Recap

Facebook Commerce

In News Feed Purchasing, fan page commerce

Earned Media / Apps

Leverage apps, polls, posts to

engage audience on Facebook Page

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Facebook Retargeting, Sponsored

Stories

2007 FB Platform

Release

2010 FB Open Graph

Release

2012FBX Ad

Exchange

Customer’s Facebook network

utilized across media channels

Social Strategies

Paid Media Open Graph

Moving Forward…

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2012 and Beyond

Social Strategies

Facebook Retargeting, Sponsored

Stories

Customer’s Facebook network

utilized across media channels

Paid Media Earned Media

Leverage apps, polls, posts to

engage audience on Facebook Page

Open Graph

  

Case Study:

1-800-Flowers.com

Smiles design and delivered.

• 1-800-Flowers.com is actually in the business of delivering smiles.

=

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Justin Bieber Deluxe Totebag.

• Social connections – between friends, couples, coworkers – drive gift giving in all its forms…

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Case Study

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Background:

1-800-Flowers.com was underwhelmed by Facebook Marketing results. They scaled their Facebook page to hundreds of thousands of Likes, built and deployed apps on their fan page and executed Facebook paid media. All with minimal impact on sales. They expected more.

Solution:

• Social Graph data capture through Social Emails

• Social Graph data capture through Social Sign On

• Social and CRM audience linking to power hyper-targeted Facebook Media

• Integrate Customer’s Facebook Network into the Shopping Experience

Process: Creating Connections

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1800Flowers.com Site or Email

1800Flowers.com Customer

Customer's Friends

• Likes and Interests• Demographics• Product Likes• Shares and Comments

• Activation

• Common Likes• Close friends• Influencers

• Amplification

• Onsite Social App• Connection Experience• Value Exchange

• Audience

• Fair value-exchange to capture social crm profile

• A/B test permissions

Sample Flow - Social Emails

HTML Snippet in emails power Social Graph Data Capture

• Ongoing messaging

• CRM support & integration

• FB Permissioning Social:

• Gender: Male• Age: 28• Location: Chicago• Brand Likes: ESPN, Adidas, Canon, Nike • Likes & Interests: Football, basketball,

running, Chicago Bears• Friends: Photos, Number of Friends, Names,

Birthday• Open Graph Likes: Jeans, Shoes, Apparel

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CRM:

• Email: High Email Engager

• Customer Segment: High Value

1 Authentication ≈ 250 Social CRM User Profiles

Results

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Results: Social Email drove 10X higher consumer engagement than standard product based newsletters

Solution:Social Email integration & personalization

Challenge:Integrate connected-user insights into email program to drive higher engagement and incremental sales

Social Sign On

Social Sign On widget for newsletter sign up

Facebook UIDs and Lookalike Targeting

Facebook Clusters

Facebook Sponsored Stories and Marketplace Ads

• UID• Lookalike

retargeting• Influencer targeting• Map to

transactions/ROI

UIDsAll your open graph data

Valuable Facebook user and friend

profile data collected by Social Amp

High Value Social Consumer

• Likes H&M

• 24 years old

• NYC

• 400-500 friends

• Single

• High LTV

Social Analytics (non-CRM enabled)

• Social Audience Profiling

• Demographics (age, gender, location etc.)

• Social Audience Segmentation (e.g. Fitness Fanatics, Skiers, Traveling Socialites)

• Competitive Brand Analysis

• Social Funnel Analysis

• Frequency / recency of product or comparable product liked by user

• Type of engagement on comparable products (like, want, “OG” verb)

Analytics Use Cases (non-CRM enabled)

Social Analytics Tier (CRM enabled)

• Influence analysis

• Based on friends of users who have purchased or liked after the user

• Profile analysis of influencers (demo, interests, activities)

• Social CRM Analysis

• Customer analysis overlaying social segments (e.g. Fitness Fanatics, Skiers, Traveling Socialites) with purchase history and loyalty

• Social Profile analysis of high value or LTV audience segments (demo, interests, activities)

Analytics Use Cases (CRM enabled)

90% of the data that exists in the world has been created in the past 2 years

It is projected that the amount of data we create will grow by 40% each year

Transactions

Media data

CRM and enhanced data

Email and text data

Web log data

Social data

Voice/video

Vo

lum

e

Velocity

Vari

ety

Meg

abyt

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igab

ytes

Tera

byte

sP

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ytes

Kn

ow

led

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gap

Usability

Availability

Lesson 1: Don’t Treat Social in a Silo

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Lesson 2: Plan for the Future State of CRM

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Lesson 3: Trial Sponsored Stories

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Kristen loves orreviews a product integrated with Open Graph app on VS.com

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Gianna sees Kristen’s action on Facebook as sponsored media

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Gianna loves and/or buys…Paid Media amplifies the action once more.

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1 action ≈ 250 unique FB sponsored stories

Paid Media to amplify actionto friends and friends of friends