Quanbit - Leveraging E-commerce with Enterprise Social Networking
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The document discusses how social networking, particularly through Facebook, can enhance e-commerce by enabling direct consumer engagement and community shopping experiences. It highlights the dual role of Facebook as both a competitor and ally to traditional e-commerce, while emphasizing the benefits and challenges of public versus private social networks for businesses. Ultimately, establishing private communities alongside public engagement is posited as a strategy to optimize the integration of e-commerce and social networking.
Quanbit - Leveraging E-commerce with Enterprise Social Networking
- 1. Leveraging E-commerce with Enterprise Social Networking How an on-line customer community can boost your e-business Hugo Teruzzi UK - Argentina Twitter @Quanbit @GlobaliseUK
- 2. Social Networking Leveraging E-commerce How and How much? Twitter @Quanbit @GlobaliseUK
- 3. Social Networking - Facebook Prediction: 1,000,000,000 users in 2012 Facebook & E-commerce in 2010 FB Stores F-commerce concept born in 2011 Is F-commerce the “next evolution” of E-commerce? Twitter @Quanbit @GlobaliseUK
- 4. F-Commerce vs. E-commerce Is Facebook a competitor or an ally of traditional E-commerce websites? Twitter @Quanbit @GlobaliseUK
- 5. Competitor or Ally? The number of micro-stores is growing fast Several Apps are available to build sites & stores Launch your free site or store in Facebook 60,000 stores are based on Payvment Payvment 2012: “Cross-Store Shopping Carts” Twitter @Quanbit @GlobaliseUK
- 6. Competitor or Ally “Cross-Store Shopping Carts” Twitter @Quanbit @GlobaliseUK
- 7. Competitor or Ally Payvment concept is not new! Competitor Twitter @Quanbit @GlobaliseUK
- 8. Competitor or Ally The other side of the coin: Facebook Open Graph Protocol Websites can use the “Like”, “Want” and “Own” buttons allowing visitors to share and connect with friends Twitter @Quanbit @GlobaliseUK
- 9. Competitor or Ally The biggest Facebook Open Graph partnerships: Pages customised according to each visitor’s profile Product recommendations, birthdays’ notifications… Ally Twitter @Quanbit @GlobaliseUK
- 10. Social Commerce “Integrating Facebook Open Graph technology across eBay’s global commerce platforms represents a powerful way to bring people together across an inherently social activity: SHOPPING” Katie Mitic, Director of Platform and Mobile Marketing at Facebook. WE-Commerce? Twitter @Quanbit @GlobaliseUK
- 11. The WE-Commerce Era WE-Commerce or Social Commerce connects Social Media and E-commerce to enable consumers to shop with their friends This is what industry leaders are doing: Twitter @Quanbit @GlobaliseUK
- 12. Facebook benefits for E-commerce WE-Commerce A Great Marketing Tool A fantastic Traffic Driver A way to spy on competitor activity Twitter @Quanbit @GlobaliseUK
- 13. Engaging in Open Conversations? This is the essence of Facebook but … How good is Facebook for companies engaging in conversations with their communities? Twitter @Quanbit @GlobaliseUK
- 14. Limitations of a public environment Confidentiality is at risk Negativity is difficult to manage Participation is low Facebook is oriented to People Twitter @Quanbit @GlobaliseUK
- 15. Confidentiality is at risk Communities of employees or partners cannot be public Twitter @Quanbit @GlobaliseUK
- 16. Negativity is difficult to manage Negativity from clients Negativity from associates or partners Twitter @Quanbit @GlobaliseUK
- 17. Participation is low Only 1% of the visitors create content “1% Rule” or “90-9-1 principle” • 90% of visitors are Lurkers • 9% of users are Commenters • 1% Creators – value adders 2000 contributions need 200,000 visits Twitter @Quanbit @GlobaliseUK
- 18. Facebook is oriented to People Twitter @Quanbit @GlobaliseUK
- 19. Product Orientation Companies need product centred networks Twitter @Quanbit @GlobaliseUK
- 20. How to overcome these limitations? Confidentiality is at risk Negativity is difficult to manage Participation is low Facebook is oriented to People Let’s take a quick look at what some of the industry leaders are doing Twitter @Quanbit @GlobaliseUK
- 21. What are the flagships doing? http://community.ebay.com/ Twitter @Quanbit @GlobaliseUK
- 22. What are the flagships doing? http://MyStarbucksIdea.com/ Twitter @Quanbit @GlobaliseUK
- 23. What are the flagships doing? http://www.ideastorm.com/ Twitter @Quanbit @GlobaliseUK
- 24. The strategy is … To combine Private and Public Social Networks to leverage E-commerce Creating a safe private environment for engaging in conversations and co-creating with your community Using Public Social Networks to promote what you have developed with the private online community Twitter @Quanbit @GlobaliseUK
- 25. Benefits of Private Social Networks Private Social Networks can be bespoke designed around your product They allow privacy among community members They encourage deep member insights Twitter @Quanbit @GlobaliseUK
- 26. Encourage deep member insights In a Private, recruited, 400-person community, more than 64% of members contribute new content 7+ times every month = an average of 2,000 meaningful insights! Communispace Study, 250 communities, 100,000 members You need 200,000 visits to your Facebook fan-page for a similar number of insights Twitter @Quanbit @GlobaliseUK
- 27. 1% rule 64% rule - Why? Most appreciated values of Private Communities Exclusivity and privacy – in small communities The opportunity to forge relationships with other “selected” members and with the sponsoring brand The knowledge that one’s voice is being heard Twitter @Quanbit @GlobaliseUK
- 28. Some Conclusions Public Social Networks strongly collaborate with E-Commerce Private Communities are becoming a MUST for E-commerce Twitter @Quanbit @GlobaliseUK
- 29. What about price? Public Social Networks are seen as FREE Private communities are not FREE Not every company is eBay or Starbucks How much is a Private Social Network? Twitter @Quanbit @GlobaliseUK
- 30. How much is a Private Social Network? Private communities are product oriented and bespoke; functionalities might be extremely variable The job involves both technical and psychological skills; a multidisciplinary team is necessary – 5 to 10 people on average Twitter @Quanbit @GlobaliseUK
- 31. Building Private Social Networks PROPRIETARY Time between 12 and 18 months SOFTWARE Price €500,000-€1,000,000 OPEN SOURCE Time around 6 months SOFTWARE Price €50,000-€100,000 Twitter @Quanbit @GlobaliseUK