social commerce and f-commerce (소셜 커머스와 페이스북 커머스)

Social Commerce Dr. Myungjin Lee

1. Why Social?

2. Social Commerce

3. F-Commerce

Agenda

Traditional Web Business

Start new online

shopping mall!!!

But…

No body there???

http://www.overture.co.kr/index.php

http://www.naver.com/

지면 구분 유닛명 2012년 1월 2012년 2월 2012년 3월 2012년 4월 2012년 5월

네이버 Home 네이버>Home>>타임보드(475x100) 0~1시 8,000,000 8,000,000 8,000,000 9,000,000 9,000,000

1~2시 4,000,000 4,000,000 5,000,000 5,000,000 5,000,000

2~3시 3,000,000 3,000,000 3,000,000 3,000,000 3,000,000

3~4시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

4~5시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

5~6시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

6~7시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

7~8시 3,000,000 3,000,000 3,000,000 3,000,000 4,000,000

8~9시 10,000,000 10,000,000 11,000,000 12,000,000 12,000,000

9~10시 23,000,000 23,000,000 24,000,000 26,000,000 26,000,000

10~11시 26,000,000 25,000,000 26,000,000 29,000,000 29,000,000

11~12시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

12~13시 20,000,000 20,000,000 21,000,000 23,000,000 22,000,000

13~14시 27,000,000 27,000,000 28,000,000 31,000,000 31,000,000

14~15시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

15~16시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

16~17시 28,000,000 27,000,000 29,000,000 31,000,000 31,000,000

17~18시 27,000,000 26,000,000 27,000,000 30,000,000 30,000,000

18~19시 20,000,000 20,000,000 21,000,000 23,000,000 23,000,000

19~20시 17,000,000 17,000,000 17,000,000 19,000,000 19,000,000

20~21시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000

21~22시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000

22~23시 11,000,000 11,000,000 11,000,000 12,000,000 12,000,000

23~24시 10,000,000 10,000,000 10,000,000 11,000,000 11,000,000

지면 구분 상품명 사이즈 CPM(단가) 최소집행금액 판매단위

초기

일반 초기배너 430*105 3,000 10,000,000 CPM(주단위)

특수

초기배너 시급제 430*105 10,000,000 10,000,000 30분 고정

초기브랜딩스테이션_일반

220*170 70,000,000 70,000,000 반일 고정

초기브랜딩스테이션_HD

초기브랜딩스테이션_HD 스킨

초기브랜딩스테이션_HD 와이드

초기브랜딩스테이션_HD 프리미엄

초기브랜딩스테이션_드래그

초기브랜딩스테이션_드래그_블랙앤화이트

초기브랜딩스테이션_드래그_핸드

초기브랜딩스테이션_롤페이퍼

초기브랜딩스테이션_마우스오버

초기브랜딩스테이션_마우스오버_자유형

초기브랜딩스테이션_마우스오버_캐릭터형

초기브랜딩스테이션_멀티확장

초기브랜딩스테이션_커플슬라이드

초기브랜딩스테이션_큐브

초기브랜딩스테이션_크래쉬

초기브랜딩스테이션_트랜스폼

초기브랜딩스테이션_펌프

초기브랜딩스테이션_플래그

초기브랜딩스테이션_기본확장 282*170

초기우측여백 56*112 30,000,000 - 일고정(화/목)

초기검색창텍스트 300*21 4,000,000 4,000,000 구좌(8시간) / 총 2구좌

초기미니검색창텍스트 159*24 4,000,000 4,000,000 일고정(월/화/목)

브랜드트윗 별도 제작가이드 참고 15,000,000 15,000,000 일고정(월/수/금)

TOO Expensive!!!

Unfortunately, it

didn't work out

as expected.

Why Social???

Social media includes web-based and mobile based technologies

which are used to turn communication into interactive dialogue

between organizations, communities, and individuals.

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Analog

Consumer

Behavior

Model

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Online

Consumer

Behavior

Model

esire

earch

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nduce

Social

Consumer

Behavior

Model

4 out of 5 internet users visit social networks and blogs.

901 million

Active Users

2222222222 one billion

Posts per day

100 billion friendships

2.7 billion likes/comments per day

250 million photos uploaded each day

465 million

Twitter Accounts

290 million Tweets per day 222

175 million tweet view

11 accounts per second

70 million

WordPress blogs

worldwide

39 million

Tumblr blogs

worldwide

Count of User

2.8 billion Social media profiles

Easy to get the

profile of users who

can become my

target consumer

Viral Marketing

This is only a channel to get user's opinion related to the products.

NETFLIX split its $7.99 unlimited streaming and DVD

services between 2 websites requiring separate subscriptions.

Streaming for

$7.99 / MOS

DVD-by-Mail

$11.99 / MOS

Qwikster launched 96,092 tweets.

Condemned

Mocked

Positive Reponses

Within 6 months of the QWIKSTER announcement,

NETFLIX's stock price fell 60%.

October 1st, the NETFLIX CEO nixed QWIKSTER and

emailed millions of subscribers a personal apology.

Be careful…

easy to success

and

easy to fail

1. Why Social?

2. Social Commerce

3. F-Commerce

Agenda

Social Commerce?

a subset of electronic commerce that

involves using social media, online

media that supports social interaction

and user contributions, to assist in the

online buying and selling of products

and services.

What is

Advantage of Social Commerce

Potential

Customers

Low

Marketing

Cost

Viral Effect

36%

64%

36% of social media users

post brand-related content.

66%

34%

2 out of 3 social media users

believe Twitter influences

purchases.

50% 50%

50% of people follow brands

in social media

75%

25%

75% of companies now use

Twitter as a marketing

channel

41%

59%

41% of the class of 2011

used social media in their

job search.

89%

11%

89% of agencies said they

would use Facebook to

advertise for their clients in

2012.

50%

50%

One out two mobile shoppers

share their shopping

experience on social networks.

70%

30%

7/10 Southeast Asian

consumers have liked or

followed a brand on social

media.

Types of Social Commerce

1. Group Purchase

2. Social Link on the Site

3. Including Social Web Functions

4. F-Commerce

Social Link Buttons to share

1. Why Social?

2. Social Commerce

3. F-Commerce

Agenda

Facebook commerce, f-commerce, and f-comm

refer to the buying and selling of goods or services

through Facebook, either through Facebook

directly or through the Facebook Open Graph.

Profile

Your profile (timeline) is a

complete picture of yourself on

Facebook.

Pages

Pages allow businesses, brands, and

celebrities to connect with people on

Facebook. Admins can post information

and news feed updates to people who

like their pages.

Ads and Sponsored Stories

Reach your potential customers and

grow your audience with highly targeted

ads and sponsored stories on Facebook.

http://socialcommercetoday.com/say-hello-to-the-f-commerce-ecosphere-infographic/

http://socialcommercetoday.com/f-commerce-for-retailers-one-image-to-persuade-you-download/

Advantages of F-Commerce

1. reflection of customer's

opinions

2. raising brand awareness

3. improvement of consumer

preferences

4. increasing sales

5. viral effect

6. sale's analysis

Listen

What

They

Say!!!

I'd really be glad to

have your views on

my products.

Who clicks my ad?

Events!!!

Targeting for my ad

Sponsored Stories You May Like

Viral Marketing on Facebook

Facebook Insights

Step 1: Create your Page

• Add content

– Include important information such as your location, links,

hours, photos, or menus so that people can get to know your

business

• Claim your Place

– Connect your physical store location to your Page by claiming

your Place so people can find you and check in

• Invite your customers

– Invite current and new customers to like your Page, and

promote it with in-store signs, flyers, emails, and website links

Step 1-1: Build your Page

Once you’ve created your Page, the next

step is to make sure it represents your

products and mission.


• Cover photo

– This is the first thing people will see when

they visit your Page. Choose a unique photo

and change it as often as your like


• Profile photo

– This represents your Page on other parts of

Facebook, like in news feed. Use your logo or

another image that’s associated with you


• About

– Write a short statement that clearly describes

what your business is, and include helpful

links and contact information


• Web Address

Step 1-2: Add Contents

• Views and apps

– Photos, likes and apps are at the top of your

Page. Change the order so people see what

matters to you first

Step 1-2: Add Contents

• Posts

– Add updates, photos, videos and links about

your business so people always see fresh

content on your Page

Step 1-3: Invite Friends

Step 2: Engage your customers

• Join the conversation

– Use your Page to post regular updates about your business and

provide exclusive offers to generate comments and drive

engagement

• Build deep relationships

– Get to know your fans and make people feel at home by

responding to their comments in a predictable, timely way

• Gain valuable insights

– Learn how your audience is interacting with your Page and

make adjustments to increase engagement

Step 2-1: Talk to your customers

Post regularly to develop deeper

relationships with your customers and

create an active community around your

Page.

Give your Page an authentic and consistent

voice, and encourage people to like and

share your posts.


• Share exclusive

content

– Post photos, videos,

menus or other "sneak

peaks" about new

products and events


• Ask questions

– Simple questions let customers give feedback

on a product or service


• Create an event

– Celebrate a launch, holiday, or anniversary

and promote it to your loyal customers


• Highlight what’s important

– Hover over a story you’ve created and click on the

star to make it wider, or on the pencil to pin it to the

top of your Page, hide or delete it entirely

• Manage everything in one place

– Keep track of all the activity on your Page from your

admin panel. Respond when people write on your

Page timeline and view your latest insights

Step 2-2: Learn and Grow

Set some goals to shape your Page posts and ensure

they are useful and relevant. Then check the metrics

on your Page Insights Dashboard regularly to learn:

• Who your customers are

• What day of the week most people visit

• How often people comment

• Which posts are most engaging

Step 2-2: Learn and Grow

Step 3: Promote your business

• Create Ads

– Use highly effective Facebook Ads to get the

word out to exactly who you want using

targeting criteria such as interests, location

and more

• Run Sponsored Stories

– Set up Sponsored Stories to take advantage of

friends talking to friends about your business

Step 3-1: Expand your reach

There are a number of ways to increase

awareness and bring more people to your

Page.


• Tell in-store customers

– Add calls to action such as “Like us on

Facebook” on in-store signs, emails and

business cards


• Promote your Facebook Page

– Add your Facebook Page web address to your

business cards, flyers, or receipts

• Get the Like button on your website

– Make it easy for people to like your page,

even when they're not on Facebook


• Set up Check-in Deals

– Reward loyal customers with discounts and

other special offers to build valuable

relationships that help drive awareness for

your business

Step 3-2-1: Identify Your Goals

Start by defining what you want to promote

(Page, Event, App, Website), and the goals

you want to achieve.

Step 3-2-1: Identify Your Goals

• Build awareness

– Reach a large audience with a widely targeted ad

campaign

• Drive sales

– Offer special deals and giveaways in your ad campaign to

bring people into your store

• Grow your fan base

– Encourage people to like your Page by offering valuable

benefits for engaging

Step 3-2-2: Design an Engaging Ad

Create multiple versions of your ads with

different images and body copy to find out

which combinations are most effective.


• Include your business or Page name, a question,

or key information in the title

• Provide a clear action to take in the body copy,

and highlight the benefits

• Use a simple, eye-catching image that is related to

your body copy and title

• Target different audiences to determine which

groups are most responsive to your ads

Step 3-2-3: Target the Right People

Think about the profiles (timelines) of the

people you want to reach with your ads, and

select criteria based on what your audience

is interested in, instead of what they might

be looking to buy.


• Location, Language, Education, and Work

• Age, Gender, Birthday, and Relationship

Status

• Likes & Interests

• Friends of Connections

• Connections

Step 3-2-4: Manage Your Budget

Set a budget that will allow you to effectively

reach your target audience, and check your

campaign performance often.


• CPC vs CPM

– Determine if you want to pay on a cost-per-click (CPC) or cost-

per-impression (CPM) basis

• Daily Budget

– Set the maximum amount you want to pay each day - once you

hit your daily budget your ad will no longer show

• Bid Price

– Bid prices fluctuate often. Set a bid within or above the

suggested range, and check your Ads Manager often to update it

when the suggested range changes

Step 3-2-5: Review and Improve

• Get basic data about your ads, such as

impressions and clicks

• Learn about your audience's age, gender,

and location at an aggregate level

• View specific time periods to learn how

your ad performance has evolved

Step 3-2-5: Review and Improve

Conte

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Web

Question???

http://iwec.yonsei.ac.kr:8080/iwb/

Conte

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Searc

h o

n th

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em

antic

Web

Dr. Myungjin Lee

e-Mail : [email protected] Twitter : http://twitter.com/MyungjinLee

Facebook : http://www.facebook.com/mjinlee SlideShare : http://www.slideshare.net/onlyjiny/

http://iwec.yonsei.ac.kr:8080/iwb/

References

• 100 more social media statistics for 2012

http://thesocialskinny.com/100-more-social-media-statistics-for-2012/

• The Power of the Social Consumer

http://mashable.com/2012/02/29/social-consumer-infographic/

• 101 Examples of Social Business ROI

http://www.beingpeterkim.com/2012/01/social-business-roi-examples.html

• 101 examples of f-commerce

http://econsultancy.com/us/blog/7540-101-f-commerce-examples

• Facebook for Business

http://www.facebook.com/business

• F-Commerce, 김영한 and 김현영, 헤리티지 (2011)

http://book.naver.com/bookdb/book_detail.nhn?bid=6728348