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(ZT) F-Commerce模式:E-commerce + O2O  

2011-05-19 23:09:12|  分类: 默认分类 |  标签: |举报 |字号 订阅

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Social media 会为企业和品牌带来销售吗?有一点是肯定的,无论是大企业还是小作坊,越来越多的企业都在受益于Facebook的社交网络和口碑生态,并逐渐成为F-commerce 的赢家。
相比手机APP开发,帮助企业实现F-commerce的前景更被看好。


Social Media 能换钱吗? Will Social Media Drive Sales  

  • P&G sold out of the 1,000 packs of diapers it was offering via Facebook within one hour.  P&G used Ohio-based digital agency Resource Interactive‘s Off the Wall e-commerce technology(), already used by retailer The Limited.
   off_the_wall_proactive 
  • Jones Apparel Group has been trialling Facebook stores for it’s Nine West and Rachel Roy brands.  Nine West has launched a Flash-based Facebook sales app powered by Fluidsoftware, offering exclusive products and 15% discounts to Facebookers. In February, the Facebook store for Rachel Roy store sold out of a limited quantity of jewelry within six hours.
  • Avon’s trendier, Lauren Conrad-endorsed teen cosmetics brand, Mark is enabling peer-t0-peer network marketing sales on Facebook, powered by Alvenda, the f-commerce developers behind the  1-800-Flowers Facebook store.

F-Commerce = E-Commerce Now/Future 

Say Hello to the F-Commerce Ecosphere [Infographic]

Posted on May 10, 2011 by Paul Marsden 
Posted in F-Commerce

Here’s a useful infographic from Janice Diner, summarising the current ‘ecosphere’ f-commerce and the six ways in which vendors are selling with Facebook (see Janice’s full presentation here).

It’s a useful snap-shot of the fast-evolving world of f-commerce, and similar to that outlined in our f-commerce FAQ. It differentiates two basic forms of f-commerce – f-commerce where transactions take place on Facebook itself and f-commerce where transactions take place elsewhere (in-store, on external e-commerce sites).  This is a useful distinction.

Defining f-commerce

In the context of Facebook, the term ‘f-commerce’ is new, and an accepted industry-wide definition has yet to emerge.  Nominally f-commerce describes the range of activities in which Facebook is used to assist in the buying and selling of products and services.  

In this sense f-commerce is a subset of social commerce – the use of social media, online media that supports social interaction and user contributions to assist in the buying and selling of products and services.

Like the term social commerce, f-commerce is used to describe a range of different activities, all related to buying and selling with Facebook.  The useful distinction made in the infographic – on/off Facebook transactions, provides a way to organise everything that passes for f-commerce.

We’d propose extending off-Facebook f-commerce tools to include the range of developer tools that can be used to facilitate commerce – and we’d remove the ”Facebook in-store Retail” entry, because unlike the other five elements in the ‘ecosphere’ is not a tool itself, but a bundle of tools that can be used in the context of in-store retail – including Facebook Check-in Deals and the Facebook Open Graph.

Thus we’d be tempted to replace “Facebook in-store Retail” with “Facebook Storefronts” (that allow page visitors to browse but not buy on Facebook) as well as other developer tools for Facebook Assisted Commerce, including social plugins.  Perhaps this messes messed up the pleasing visual symmetry of original infographic, but it’s a little more complete.



F-Commerce: Selling On Facebook


  • Facebook Stores - third-party e-commerce applications installed on Facebook pages that enable users to shop and complete purchase transactions without leaving the network. For example, ASOS, JCPenney and Express that allow people to browse, share and buy from an e-commerce app on their Facebook page

  • Facebook Deals – Facebook’s deal platform that enables vendors to get new customers who have paid upfront for pre-paid vouchers and that can be redeemed in-store or online.  For example, the American Swim Association offers deals for pre-paid swimming lessons
  • Facebook Credits – Facebook’s own currency, used for purchases made within Facebook for virtual goods, digital products, and Facebook deals.  For example, Warner Bros. allows users to pay with Facebook Credits for its movie rental streaming service from Facebook pages (e.g. Harry Potter)
























F-Commerce: Selling With Facebook = Facebook Assisted Commerce 

Beyond the use of Facebook as a sales platform, f-commerce can also denote ‘Facebook Assisted Commerce’, the use of Facebook to facilitate sales transactions that occur off-Facebook, through Facebook Storefronts, Facebook Check-in Deals and software that uses the Facebook Open API to simplify, personalise and socialise the shopping experience.  Thus, f-commerce is sometimes used to denote selling with Facebook as well as selling directly on Facebook:

  • Facebook Storefronts – third party Facebook applications for Facebook pages linked to external e-commerce sites, which allow visitors to browse, but not buy within the Facebook environment.  
  • Facebook Developer Tools - the integration of Facebook features into an external in-store or e-commerce site experience via Facebook social plugins or custom software.  For example, Macy’s and Diesel stores offer Facebook book connected fitting-room mirrors, allowing users to share try-outs with friends. In a similar vein, Renault, Hyundai and Coca-cola offer real life ‘Like’ buttons at events. In the context of site-based e-commerce, vendors such as Levi’s and Amazon integrate with Facebook to offer personal stores based on Facebook user data, as well as the ability to communicate with Facebook friends














  • Facebook Check-in Deals – a mobile check-in deals service for bricks and mortar vendors that drive store footfall. For example, H&M and Macy’s offer 20% discount to people checking-in on their mobile Facebook app to their stores

  • Facebook Marketing - the use of Facebook as a tool for sales promotion – ads, apps and newsfeed posts designed to drive traffic to Facebook stores, site based e-commerce stores, or traditional stores. For example, Walmart installed a promotional app on its Facebook Page to drive in-store traffic by offering deals that would only go live once enough people had liked (i.e. shared) them.  Similarly, Estée Lauder uses Facebook to drive footfall to store by advertising promotions such as a free set of Facebook profile photos, following a complementary in-store make-up session.








Source: Facebook, Walmart


F-Commerce turning “Like” into “Buy”
View more presentations from Janice Diner

Appendix:F-Commcrce APP 

Off The Wall


off_the_wall_limited


Resource Distributed Commerce Platform: Facebook, also  known as Off the Wall, lis the  first end-to-end ecommerce experience for brands and their fans on Facebook. DCP allows retail brands to sell their merchandise through Facebook status updates and tab stores. In turn, consumers securely purchase products directly from a brand without leaving the Facebook environment. Since its debut, DCP: Facebook has been implemented to great success on behalf of several brands including P&G’s Pampers and Pantene, The Limited, L’Oréal’s Diesel, Proactiv, and The Home Depot.



Source: 

DCP: FACEBOOK http://www.resource.com/dcp-facebook

80+ practical f-commerce tips from industry-pros


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