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1


 Innovation and
  the rise of the
Social Consumer




                    @JaniceDiner
2




Horizon has a proven track record connecting brands
to consumers in the social and emerging media space




  Huge Monster
3




The only thing consistent is change

             Facebook f8 - Open Graph Beta, Timeline, Ticker
             Facebook Platform for Mobile
             Facebook Credits Launch on Mobile Platform
             Facebook Launches Location TAB
             Facebook Page Insights Update
             eBay Partners with Facebook - x.commerce
             Walmart Labs Launches My Local Walmart
             Facebook is Testing Facebook Credits for Websites
4




Every industry and vertical is going to
be rethought in a social way.
The real opportunity is about people
redesigning these spaces.
5




Every industrywith the social is going to
     Marketing
               and vertical graph
be rethought in a social way.
       Engaging across all screens
The real opportunity is about people
redesigningproducts with purpose
      Build these spaces.
     we buy
6




    The social consumer is a new breed of
    engaged and informed consumer


                    They are researching,
                 chatting, booking, sharing,
y
                   blogging, Facebooking,
                  tweeting every aspect of
                    their lives and buying
                     experience with their
                  friends online, on mobile
                   devices and in multiple
                       Social Networks
7




    The social consumer is a new breed of
    engaged and informed consumer


                      They are researching,
           we talk about what we buy
                   chatting, booking, sharing,
y
                     blogging, Facebooking,
                    tweeting every aspect of
                      their lives and buying
       before
          we buy
                          while
                       experience with their
                    friends online, on mobile
                                we buy
                                                 after
                                                  we buy
                     devices and in multiple
                         Social Networks
8



The numbers tell the story, consumers are spending a lot of time on Facebook


  7,861,253      34,829,861      25,682,332       8,926,910     29,204,532




 23,230,709        888,200       20,908,420       5,297,569      2,251,913




  9,755,684       1,185,002      6,001,435       3,416,828       7,581,233
9



The numbers tell the story, consumers are spending a lot of time on Facebook


  7,861,253      34,829,861          25,682,332            8,926,910           29,204,532




                  100 million “likes” per day for Facebook pages
                  250+ million people engage with Facebook on external websites monthly.
 23,230,709        888,200           20,908,420            5,297,569            2,251,913

                  350 million users are engaging with Facebook on mobile phones
                  2x more active people that use Facebook on their mobile devices

  9,755,684       1,185,002          6,001,435             3,416,828           7,581,233
                  20 million times a day (on average people on Facebook app installs
10




Agenda


         1. Facebook Commerce
         2. Facebook Platform for Mobile
         3. Facebook Credits
         4. Facebook Location - Places
         5. f8 Facebook Open Graph Beta
11




1. Facebook Commerce
F-Stores
                               F-Commerce
Commerce inside Facebook.com

                                                                                        Facebook e-commerce
                               Ecosphere                                                stores where shoppers
                                                                                        can purchase real goods
                                                                                        with real currency without
                                                                                        leaving Facebook

                                    Facebook Ads                                                                               Facebook Credits
                                    & Sponsored                                                                                         The mandatory currency used
                                    Stories                                                                                             for games and in-app virtual
                                                                                                                                        goods and digital goods on
                                   Facebook Ad and Sponsored
                                                                                                                                        Facebook. Credits are now a
                                   Story products help drive
                                                                                                                                        mobile payment option for
                                   awareness, engagement and
                                                                                                                                        Facebook mobile web apps
                                   purchase                                       Facebook
                                                                                   Platform
                                                                                 Open Graph
Open Graph Facebook Commerce




                                  Facebook                                       Commerce                                                  Facebook
                                  Mobile Platform                                                                                          Social Plugins
                                  Facebook Platform for Mobile
                                  enables shoppers to engage with                                                                          Facebook influenced
                                  friends and the shopping                                                                                 commerce on e-commerce
                                  experience through Notifications,                                                                        websites with Like, Share,
                                  Requests, Timeline and News                                                                              Recommend and Facebook
                                  Feed on Facebook mobile apps.                                                                            Connect


                                            Facebook                                                        Facebook Places &
                                            Open Graph Beta                                                 Location Tab
                                                        Define Facebook social                                       Facebook’s Location TAB is
                                                        shopping actions and objects                                 cataloging physical location for
                                                        (verbs and nouns) and share                                  every Facebook business page.
                                                        them through user’s Timeline,                                Retailers are integrating online
                                                        News Feed and Tickers                                        and mobile with in-store
                                                                                                                     experiences

      © October 25th, 2011, Janice Diner www.horizon-studios.com @janicediner
13




 The Social Commerce market is growing
                   Turning
fast and estimated revenues are set to US
           “Like to Buy”
  $30 billion globally in the next 5 years*

               F-Commerce
  $1.2 Billion is the projected size of the
    US virtual goods market in 2011**
14




 Brands are selling direct to consumers on Facebook

                                       Heinz Soup fans send
                                       personalized ‘get-well’
                                       cans of Heinz soup for
                                       $3.00 via a store app on
                                       the Brand’s page




                                                                  Euro-energy drink
                                                                  28 Black sold 10,000
                                                                  cans in 28 hours from
Burberry Pop-Up Fan-Store                                         their Facebook wall
A fan only Facebook store that ships
exclusive Burberry product with two
samples to share with friends
15




 People who click Facebook “Like’s” are more engaged,
 active and connected then the average Facebook user




                                Looking at data from 12 weeks in
                                aggregate, Eventbrite found that each social
                                media share equates to $1.78 in ticket sales



FANS CONSUME                             VALUE OF A                               INCREASED                  INCREASED
MORE PRODUCT                               SHARE                                   REFERRAL                    SALES

A Coca-Cola Fan consumes           A share on...                               40x referral traffic from   American Eagle added the
two times more product than          Facebook equals $2.52                     Facebook for Leviʼs        “Like” button to every product
a non-fan and purchase intent        Twitter equals $0.43                      ecommerce site after       on their site and found,
of a fan is ten times higher         linkedIn equals $0.90                     implementing the Like      Facebook referred visitors
then that of a non-fan               e-mail equals $2.34                                                  spent 57% more money than
                                                                               button
                                                                                                          non-Facebook referred visitors

* Facebook Stats
16




2. Facebook Platform for Mobile
17




Facebook Platform for Mobile - Create
meaningful engagement anywhere anytime


                     For businesses developing on Facebook
                     Platform, the Facebook Platform for
                     Mobile is a key technology to enable
                     more connections anytime, anywhere.

                        • Distribution
                        • Engagement
                        • Cross-platform



350M+ mobile users
  2x more active
18




Extending the Facebook platform from the PC world to mobile devices
means that Facebook’s members will be able to launch games or other
applications while they are using the social network.
Socialize your mobile app



           Recommendations
            from friends help        Facebook Likes
         define what users read   define music content
               on HuffPost         for AUDIOVROOM




People share, read and generally engage more
with any type of content when it’s surfaced
through friends & people they know and trust.
20




 • 53% of Facebook users play
   games
 • Facebook takes 30% on all
   Facebook Credit transactions
   within Game applications
 • $1.2 Billion is the projected
   size of the US virtual goods
   market in 2011*




2. Facebook Credits Have Arrived on the Mobile Phone
*Source: Inside Virtual Goods: The US Virtual Goods Market 2010 - 2011
22




Facebook Credits arrive on the Mobile Phone




Your app or game can prompt the user to pay
for a virtual good by using Facebook Credits.
21




Facebook Credits arrive on the Mobile Phone


        Zynga recently reported a few key numbers.

        • 230 million monthly active users (across all of Zynga’s games)
        • 60 million users play Zynga games on a daily basis.
        • Zynga sells 38,000 virtual items every second.
        • Zynga made $575 million in revenue off the sale of
          virtual goods in 2010

Your app or game can prompt the user to pay
for a virtual good by using Facebook Credits.
23




                      Facebook Credits as incentives for shoppers
                      pre-paid Gift Cards that can be purchased at major retailers in the U.S., Canada and the U.K.




 Check-in and                                               Use your Facebook Credits to watch a movie
 get Facebook
 credits




Earn Facebook
Credits for checking-in
at retail locations, at
participating retailers
like BestBuy, Macy’s,
American Eagle

                                                                                                  30 Credits = 1 Movie = $3
                                                                                                  40 Credits = 1 Movie = $4
24




4. Facebook Location



 merging in-store,
 online and mobile
25



Location TAB

The Locations TAB for
Facebook Pages enables
business to register every
single brick-and-mortar
location
   Seamless integration across
   Facebook pages and Mobile
   places check ins




                                 Facebook advertising targeted
                                 by zip code drives local
                                 marketing activity
26



Facebook Places, Check-in

Walmart’s going local:
Turning Facebook “Likes”
into targeted local sales



• Fans can connect to their local
    Walmart store
•   3500 Walmart Superstores
•   9.5 Million fans
•   260 friends - Walmart fans
    have 2x more fans then the
    average users
27



Connect with Facebook on Ticketmaster.com while buying concert tickets
 and see which of their Facebook friends are and where they are sitting.



It’s not
just your
location,
where
you sits
counts
                                                            A Facebook share for a
                                                            concert ticket generates
                                                            an average of $5 in
                                                            incremental sales
28




5. f8 - Facebook Open Graph Beta
29




     Open Graph 2010                       f8 Open Graph Beta




                                            “We think this is going to
              100 million “likes”          make it possible to build a
            per day for Facebook pages
                                           completely new class of
  250+ million people engage with          apps that wasn’t possible
  Facebook on external websites monthly.   before,” says Zuckerberg




* Facebook Stats
30




Open Graph Beta
allows 3rd party
applications to
include arbitrary
actions and objects.
31




                              My Facebook Info




Permission screen to access                      1. About Me
your personal Facebook Info                      2. Activities
                                                 3. Birthday
                                                 4. Check-Ins
                                                 5. Education
                                                 6. Events
                                                 7. Groups
                                                 8. Hometown
                                                 9. Interests
                                                 10. Likes
                                                 11. Location
                                                 12. Notes
                                                 13. Photos
                                                 14. Photos Tags
                                                 15. relationships
                                                 16. Website
                                                 18. Work History
                                                 19. Contact Info
32




TripAdvisor -Instant personalization

Plan the best trip
of your life with
help from your
friends




                            When you visit TripAdvisor while logged into
                            Facebook, the site will act like your
                            “personalized travel planner, complete with
                            friends’ reviews, a map showing places
                            friends have visited, and a list of their most
                            popular destinations.”
33




Starbucks Loyalty Cards
can be managed inside
Facebook and on a
mobile devices
1.5 Billion was loaded
onto Starbuck’s loyalty
cards, a 21% increase
from previous year




                     Purchase, loyalty and rewards managed across multiple screens

   Photo Credit: Starbucks Facebook page
34



Loyalty, Rewards & Sales
American Express Launches
"Link, Like, Love" on Facebook --
First-Ever Platform to Deliver
Deals, Access and Experiences
Based on Cardmember "Likes" and
Interests


Links consumers Facebook
account data with their AmEx card.

Exclusive coupon-less deals from
companies users and friend Likes.

Location-based Cardmember offers
in Facebook Places

Go Social offer tool for small
business participation


  Photo Credit: Amex Facebook page
35




It is not about building a a Facebook app or a
mobile app it’s about building social apps across all
screens.

You can deliver a customized experiences, that is
catered to “me”, that is built around “my” friends
and “my” interests...

The opportunity is now, the speed of change is
only increasing and there are 800+ million people
actively waiting to be engaged and buy from you.
36




Every industry and vertical is going to
be rethought in a social way.
The real opportunity is about people
redesigning these spaces.
37




Every industrywith the social is going to
     Marketing
               and vertical graph
be rethought in a social way.
       Engaging across all screens
The real opportunity is about people
redesigningproducts with purpose
      Build these spaces.
     we buy
38




Thank you

Email me - janice.diner@horizon-studios.com
On twitter - @janicediner
Presentations - slideshare.net/jdiner
www.horizon-studios.com

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Innovation and the Rise of the Social Consumer

  • 1. 1 Innovation and the rise of the Social Consumer @JaniceDiner
  • 2. 2 Horizon has a proven track record connecting brands to consumers in the social and emerging media space Huge Monster
  • 3. 3 The only thing consistent is change Facebook f8 - Open Graph Beta, Timeline, Ticker Facebook Platform for Mobile Facebook Credits Launch on Mobile Platform Facebook Launches Location TAB Facebook Page Insights Update eBay Partners with Facebook - x.commerce Walmart Labs Launches My Local Walmart Facebook is Testing Facebook Credits for Websites
  • 4. 4 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  • 5. 5 Every industrywith the social is going to Marketing and vertical graph be rethought in a social way. Engaging across all screens The real opportunity is about people redesigningproducts with purpose Build these spaces. we buy
  • 6. 6 The social consumer is a new breed of engaged and informed consumer They are researching, chatting, booking, sharing, y blogging, Facebooking, tweeting every aspect of their lives and buying experience with their friends online, on mobile devices and in multiple Social Networks
  • 7. 7 The social consumer is a new breed of engaged and informed consumer They are researching, we talk about what we buy chatting, booking, sharing, y blogging, Facebooking, tweeting every aspect of their lives and buying before we buy while experience with their friends online, on mobile we buy after we buy devices and in multiple Social Networks
  • 8. 8 The numbers tell the story, consumers are spending a lot of time on Facebook 7,861,253 34,829,861 25,682,332 8,926,910 29,204,532 23,230,709 888,200 20,908,420 5,297,569 2,251,913 9,755,684 1,185,002 6,001,435 3,416,828 7,581,233
  • 9. 9 The numbers tell the story, consumers are spending a lot of time on Facebook 7,861,253 34,829,861 25,682,332 8,926,910 29,204,532 100 million “likes” per day for Facebook pages 250+ million people engage with Facebook on external websites monthly. 23,230,709 888,200 20,908,420 5,297,569 2,251,913 350 million users are engaging with Facebook on mobile phones 2x more active people that use Facebook on their mobile devices 9,755,684 1,185,002 6,001,435 3,416,828 7,581,233 20 million times a day (on average people on Facebook app installs
  • 10. 10 Agenda 1. Facebook Commerce 2. Facebook Platform for Mobile 3. Facebook Credits 4. Facebook Location - Places 5. f8 Facebook Open Graph Beta
  • 12. F-Stores F-Commerce Commerce inside Facebook.com Facebook e-commerce Ecosphere stores where shoppers can purchase real goods with real currency without leaving Facebook Facebook Ads Facebook Credits & Sponsored The mandatory currency used Stories for games and in-app virtual goods and digital goods on Facebook Ad and Sponsored Facebook. Credits are now a Story products help drive mobile payment option for awareness, engagement and Facebook mobile web apps purchase Facebook Platform Open Graph Open Graph Facebook Commerce Facebook Commerce Facebook Mobile Platform Social Plugins Facebook Platform for Mobile enables shoppers to engage with Facebook influenced friends and the shopping commerce on e-commerce experience through Notifications, websites with Like, Share, Requests, Timeline and News Recommend and Facebook Feed on Facebook mobile apps. Connect Facebook Facebook Places & Open Graph Beta Location Tab Define Facebook social Facebook’s Location TAB is shopping actions and objects cataloging physical location for (verbs and nouns) and share every Facebook business page. them through user’s Timeline, Retailers are integrating online News Feed and Tickers and mobile with in-store experiences © October 25th, 2011, Janice Diner www.horizon-studios.com @janicediner
  • 13. 13 The Social Commerce market is growing Turning fast and estimated revenues are set to US “Like to Buy” $30 billion globally in the next 5 years* F-Commerce $1.2 Billion is the projected size of the US virtual goods market in 2011**
  • 14. 14 Brands are selling direct to consumers on Facebook Heinz Soup fans send personalized ‘get-well’ cans of Heinz soup for $3.00 via a store app on the Brand’s page Euro-energy drink 28 Black sold 10,000 cans in 28 hours from Burberry Pop-Up Fan-Store their Facebook wall A fan only Facebook store that ships exclusive Burberry product with two samples to share with friends
  • 15. 15 People who click Facebook “Like’s” are more engaged, active and connected then the average Facebook user Looking at data from 12 weeks in aggregate, Eventbrite found that each social media share equates to $1.78 in ticket sales FANS CONSUME VALUE OF A INCREASED INCREASED MORE PRODUCT SHARE REFERRAL SALES A Coca-Cola Fan consumes A share on... 40x referral traffic from American Eagle added the two times more product than Facebook equals $2.52 Facebook for Leviʼs “Like” button to every product a non-fan and purchase intent Twitter equals $0.43 ecommerce site after on their site and found, of a fan is ten times higher linkedIn equals $0.90 implementing the Like Facebook referred visitors then that of a non-fan e-mail equals $2.34 spent 57% more money than button non-Facebook referred visitors * Facebook Stats
  • 17. 17 Facebook Platform for Mobile - Create meaningful engagement anywhere anytime For businesses developing on Facebook Platform, the Facebook Platform for Mobile is a key technology to enable more connections anytime, anywhere. • Distribution • Engagement • Cross-platform 350M+ mobile users 2x more active
  • 18. 18 Extending the Facebook platform from the PC world to mobile devices means that Facebook’s members will be able to launch games or other applications while they are using the social network.
  • 19. Socialize your mobile app Recommendations from friends help Facebook Likes define what users read define music content on HuffPost for AUDIOVROOM People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trust.
  • 20. 20 • 53% of Facebook users play games • Facebook takes 30% on all Facebook Credit transactions within Game applications • $1.2 Billion is the projected size of the US virtual goods market in 2011* 2. Facebook Credits Have Arrived on the Mobile Phone *Source: Inside Virtual Goods: The US Virtual Goods Market 2010 - 2011
  • 21. 22 Facebook Credits arrive on the Mobile Phone Your app or game can prompt the user to pay for a virtual good by using Facebook Credits.
  • 22. 21 Facebook Credits arrive on the Mobile Phone Zynga recently reported a few key numbers. • 230 million monthly active users (across all of Zynga’s games) • 60 million users play Zynga games on a daily basis. • Zynga sells 38,000 virtual items every second. • Zynga made $575 million in revenue off the sale of virtual goods in 2010 Your app or game can prompt the user to pay for a virtual good by using Facebook Credits.
  • 23. 23 Facebook Credits as incentives for shoppers pre-paid Gift Cards that can be purchased at major retailers in the U.S., Canada and the U.K. Check-in and Use your Facebook Credits to watch a movie get Facebook credits Earn Facebook Credits for checking-in at retail locations, at participating retailers like BestBuy, Macy’s, American Eagle 30 Credits = 1 Movie = $3 40 Credits = 1 Movie = $4
  • 24. 24 4. Facebook Location merging in-store, online and mobile
  • 25. 25 Location TAB The Locations TAB for Facebook Pages enables business to register every single brick-and-mortar location Seamless integration across Facebook pages and Mobile places check ins Facebook advertising targeted by zip code drives local marketing activity
  • 26. 26 Facebook Places, Check-in Walmart’s going local: Turning Facebook “Likes” into targeted local sales • Fans can connect to their local Walmart store • 3500 Walmart Superstores • 9.5 Million fans • 260 friends - Walmart fans have 2x more fans then the average users
  • 27. 27 Connect with Facebook on Ticketmaster.com while buying concert tickets and see which of their Facebook friends are and where they are sitting. It’s not just your location, where you sits counts A Facebook share for a concert ticket generates an average of $5 in incremental sales
  • 28. 28 5. f8 - Facebook Open Graph Beta
  • 29. 29 Open Graph 2010 f8 Open Graph Beta “We think this is going to 100 million “likes” make it possible to build a per day for Facebook pages completely new class of 250+ million people engage with apps that wasn’t possible Facebook on external websites monthly. before,” says Zuckerberg * Facebook Stats
  • 30. 30 Open Graph Beta allows 3rd party applications to include arbitrary actions and objects.
  • 31. 31 My Facebook Info Permission screen to access 1. About Me your personal Facebook Info 2. Activities 3. Birthday 4. Check-Ins 5. Education 6. Events 7. Groups 8. Hometown 9. Interests 10. Likes 11. Location 12. Notes 13. Photos 14. Photos Tags 15. relationships 16. Website 18. Work History 19. Contact Info
  • 32. 32 TripAdvisor -Instant personalization Plan the best trip of your life with help from your friends When you visit TripAdvisor while logged into Facebook, the site will act like your “personalized travel planner, complete with friends’ reviews, a map showing places friends have visited, and a list of their most popular destinations.”
  • 33. 33 Starbucks Loyalty Cards can be managed inside Facebook and on a mobile devices 1.5 Billion was loaded onto Starbuck’s loyalty cards, a 21% increase from previous year Purchase, loyalty and rewards managed across multiple screens Photo Credit: Starbucks Facebook page
  • 34. 34 Loyalty, Rewards & Sales American Express Launches "Link, Like, Love" on Facebook -- First-Ever Platform to Deliver Deals, Access and Experiences Based on Cardmember "Likes" and Interests Links consumers Facebook account data with their AmEx card. Exclusive coupon-less deals from companies users and friend Likes. Location-based Cardmember offers in Facebook Places Go Social offer tool for small business participation Photo Credit: Amex Facebook page
  • 35. 35 It is not about building a a Facebook app or a mobile app it’s about building social apps across all screens. You can deliver a customized experiences, that is catered to “me”, that is built around “my” friends and “my” interests... The opportunity is now, the speed of change is only increasing and there are 800+ million people actively waiting to be engaged and buy from you.
  • 36. 36 Every industry and vertical is going to be rethought in a social way. The real opportunity is about people redesigning these spaces.
  • 37. 37 Every industrywith the social is going to Marketing and vertical graph be rethought in a social way. Engaging across all screens The real opportunity is about people redesigningproducts with purpose Build these spaces. we buy
  • 38. 38 Thank you Email me - janice.diner@horizon-studios.com On twitter - @janicediner Presentations - slideshare.net/jdiner www.horizon-studios.com