F-Commerce for DummiesSean SingletonGroup Managing Partner@paulpinglesSean@skive.co.uk

Chinwag Facebook Marketing Conference

What is it F Commerce?

Selling to fans not consumers through Facebook

Usually in the form of a “fan store”

It can be selling ON Facebook or selling WITH Facebook

Trends

1. Fan-first exclusives

The new fragrance Burberry Body which was launched on a pop-up fan store on its Facebook page

When launching a new variety of Heinz Tomato Ketchup it initially offer the first 3,000 bottles exclusively on Facebook.

Old Spice is now selling merchandise on Facebook from its award winning Old Spice Man advertising campaign.

2. Sharing & Streaming

The latest DVD release of “The Big Lebowski” is available for rental on Facebook through a “social theater.” Facebook users will be able to rent the cult Coen Brothers film for 30 Facebook Credits.

Warner Brothers streaming exclusive content like Dark Knight via Facebook credits.

Burberry streamed their Spring Summer 2012 Womenswear show in HD through Facebook and created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages

Currently f-commerce is generally a one shot thing

So how can brands get fans to return again

and again?

Subscriptions are currently an

emerging trend in e-commerce

Birchbox is an interesting concept in the world of beauty. You pay $10 per month and receive 4-5 hand picked deluxe samples.

Candy Japan offers a subscription service where for 16.50€ per month you receive Japanese candy every two weeks..

These schemes fit perfectly with f-commerce and we’ll start to see them

soon on Facebook

Insights

1.Replicating what you already sell

elsewhere

1.Replicating what you already sell

elsewhere

Rather, use f-commerce for retail events

2.“Treat f-commerce as

fan-commerce”

- Paul Marsden – Editor, Social Commerce Today

And finally

3.Experiment and

explore opportunities to learn from your fans

sean@skive.co.uk@paulpingles