The secret to turning Facebook fans into shoppers
SMI: One of the big criticisms of f-commerce is that Facebook isn’t built for a shopping experience, that there are too many distractions for the shopper. Rather, it’s seen as a good launchpad to retailers’ sites. Do you agree?
Facebook is not a website, it’s an ecosystem. In 2004, the main thing you did online was chatting with your friends. Today, you have so many options – from reading articles, listening to music, playing games, and shopping. It is a wonderful place to promote your brand and activity, but now it’s time to take it to the next level and see some direct ROI. ?I obviously heard this criticism, but I believe F-commerce will find its respected place in the ecosystem. I like using the analogy of ‘smart phones’ – in the past phones were used only for talking to each other, and now it is the most effective device you own, storing and managing all your data.
The F-commerce experience still has a lot of room to improve in order to become a major online shopping destination. Facebook can also help with this process. For example, Facebook credits are working great in the games industry. Adjusting their fees to match the margins of retail could provide a great boost to F-Commerce.
SMI: Whilst the Gap and Gamestop are getting a lot of attention, there are other retailers that, as you say, have created here a “new channel of revenues.” What is the winning formula so far?
The winning formula so far is the combination of Facebook ads with the usage of social elements, promotions, and engagement.??I have decided to demonstrate here a case study of a small-medium jewelry business of the designer Nava Zahavi (it’s even easier for big brand with a huge budget). Within 6 month this store has gained 10,000 fans because she did everything according to StoreYa’s best practice:
Interact – You must engage and interact with your fans. We always tell our merchants, ‘share with your fans the behind the scene.’ If you design jewelry, share with them the process. Upload images of the studio, post teasers of new products and see their reaction, get to know them better, make these engagements interesting.
Product collection – Upload your new product collection to Facebook first, unveil it to your fans first.
VIP – Treat your fans as VIPs. Provide them with special discounts and promotions.? Create Facebook sales that only they can enjoy.
Facebook ads and social elements – StoreYa’s store structure emphasizes social elements like comments per each of the products, and a cross-platform share box. This structure has created whole new walls for some of this store’s products with hundreds of comments and replies attracting the fans’ friends to join the conversion and get exposed to the store.
And here is the real beauty – the return on investment for the entire period of this campaign is 4.4, and since over time it gets easier to optimize such campaigns, the ROI for the last 2 month is even higher!
So the bottom line is that Nava earned money from the process of gaining 10,000 fans which she now communicates with through her wall, offering her new lines, promoting items for special occasions like Valentine’s Day. And, unlike any other media buying platform, she ses more for the same users.
For part 1 of this Q&A, please visit.