This was the presentation used at CeBIT 2012 (Hannover, Germany) named "Leveraging E-commerce with Enterprise Social Networking: How an on-line customer community can boost your e-business".

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?
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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?
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4. F-Commerce vs. E-commerce
Is Facebook a competitor or an ally of traditional
E-commerce websites?
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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”
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6. Competitor or Ally
“Cross-Store Shopping Carts”
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7. Competitor or Ally
 Payvment concept is not new!
Competitor
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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
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9. Competitor or Ally
The biggest Facebook Open Graph partnerships:
 Pages customised according to each visitor’s profile
 Product recommendations, birthdays’ notifications…
Ally
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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?
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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:
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12. Facebook benefits for E-commerce
 WE-Commerce
 A Great Marketing Tool
 A fantastic Traffic Driver
 A way to spy on competitor activity
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13. Engaging in Open Conversations?
This is the essence
of Facebook but …
How good is Facebook for companies engaging
in conversations with their communities?
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14. Limitations of a public environment
 Confidentiality is at risk
 Negativity is difficult to manage
 Participation is low
 Facebook is oriented to People
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15. Confidentiality is at risk
Communities of
employees or
partners cannot be
public
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16. Negativity is difficult to manage
 Negativity from clients
 Negativity from associates or
partners
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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
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18. Facebook is oriented to People
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19. Product Orientation
Companies need product centred networks
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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 
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21. What are the flagships doing?
http://community.ebay.com/
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22. What are the flagships doing?
http://MyStarbucksIdea.com/
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23. What are the flagships doing?
http://www.ideastorm.com/
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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
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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
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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
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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
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28. Some Conclusions
 Public Social Networks strongly collaborate
with E-Commerce
 Private Communities are becoming a MUST
for E-commerce
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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?
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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
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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
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