Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스)

Social Commerce
Dr. Myungjin Lee

Agenda

1. Why Social?

2. Social Commerce

3. F-Commerce

Start new online
shopping mall!!!

지면 구분 유닛명 2012년 1월 2012년 2월 2012년 3월 2012년 4월 2012년 5월
네이버 Home 네이버 >Home>>타임보드(475x100) 0~1시 8,000,000 8,000,000 8,000,000 9,000,000 9,000,000

1~2시 4,000,000 4,000,000 5,000,000 5,000,000 5,000,000

2~3시 3,000,000 3,000,000 3,000,000 3,000,000 3,000,000

3~4시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

4~5시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

5~6시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

6~7시 1,500,000 1,500,000 1,500,000 1,500,000 1,500,000

7~8시 3,000,000 3,000,000 3,000,000 3,000,000 4,000,000

8~9시 10,000,000 10,000,000 11,000,000 12,000,000 12,000,000

9~10시 23,000,000 23,000,000 24,000,000 26,000,000 26,000,000

10~11시 26,000,000 25,000,000 26,000,000 29,000,000 29,000,000

11~12시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

12~13시 20,000,000 20,000,000 21,000,000 23,000,000 22,000,000

13~14시 27,000,000 27,000,000 28,000,000 31,000,000 31,000,000

14~15시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

15~16시 28,000,000 27,000,000 28,000,000 31,000,000 31,000,000

16~17시 28,000,000 27,000,000 29,000,000 31,000,000 31,000,000

17~18시 27,000,000 26,000,000 27,000,000 30,000,000 30,000,000

18~19시 20,000,000 20,000,000 21,000,000 23,000,000 23,000,000

19~20시 17,000,000 17,000,000 17,000,000 19,000,000 19,000,000

20~21시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000

21~22시 15,000,000 15,000,000 16,000,000 17,000,000 17,000,000

22~23시 11,000,000 11,000,000 11,000,000 12,000,000 12,000,000

23~24시 10,000,000 10,000,000 10,000,000 11,000,000 11,000,000

지면 구분 상품명 사이즈 CPM(단가) 최소집행금액 판매단위
일반 초기배너 430*105 3,000 10,000,000 CPM(주단위)
초기배너 시급제 430*105 10,000,000 10,000,000 30분 고정
초기브랜딩스테이션_일반
초기브랜딩스테이션_HD
초기브랜딩스테이션_HD 스킨
초기브랜딩스테이션_HD 와이드
초기브랜딩스테이션_HD 프리미엄
초기브랜딩스테이션_드래그
초기브랜딩스테이션_드래그_블랙앤화이트
초기브랜딩스테이션_드래그_핸드
초기브랜딩스테이션_롤페이퍼
초기브랜딩스테이션_마우스오버 220*170
70,000,000 70,000,000 반일 고정
초기브랜딩스테이션_마우스오버_자유형
초기
특수 초기브랜딩스테이션_마우스오버_캐릭터형
초기브랜딩스테이션_멀티확장
초기브랜딩스테이션_커플슬라이드
초기브랜딩스테이션_큐브
초기브랜딩스테이션_크래쉬
초기브랜딩스테이션_트랜스폼
초기브랜딩스테이션_펌프
초기브랜딩스테이션_플래그
초기브랜딩스테이션_기본확장 282*170
초기우측여백 56*112 30,000,000 - 일고정(화/목)
초기검색창텍스트 300*21 4,000,000 4,000,000 구좌(8시간) / 총 2구좌
초기미니검색창텍스트 159*24 4,000,000 4,000,000 일고정(월/화/목)
브랜드트윗 별도 제작가이드 참고 15,000,000 15,000,000 일고정(월/수/금)

Unfortunately, it
didn't work out
TOO Expensive!!! as expected.

Social media includes web-based and mobile based technologies
which are used to turn communication into interactive dialogue
between organizations, communities, and individuals.

Analog Online Social
Consumer Consumer Consumer
Behavior Behavior Behavior
Model Model Model
ttention ttention esire
nterest nterest earch
esire earch ction
emory ction iral
ction hare nduce

4 out of 5 internet users visit social networks and blogs.


 901 million
Active Users

2222222222 one billion
Posts per day

100 billion friendships

2.7 billion likes/comments per day

250 million photos uploaded each day


 465 million
Twitter Accounts

222 290 million Tweets per day

175 million tweet view

11 accounts per second

70 million 39 million
WordPress blogs Tumblr blogs
worldwide worldwide

2.8 billion Social media profiles

Easy to get the
profile of users who
can become my
target consumer

This is only a channel to get user's opinion related to the products.

NETFLIX split its $7.99 unlimited streaming and DVD
services between 2 websites requiring separate subscriptions.

Streaming for
$7.99 / MOS

DVD-by-Mail
$11.99 / MOS

Qwikster launched 96,092 tweets.

Condemned
Mocked
Positive Reponses

Within 6 months of the QWIKSTER announcement,
NETFLIX's stock price fell 60%.

October 1st, the NETFLIX CEO nixed QWIKSTER and
emailed millions of subscribers a personal apology.

Be careful…

easy to success
and
easy to fail

What is Social Commerce?

a subset of electronic commerce that
involves using social media, online
media that supports social interaction
and user contributions, to assist in the
online buying and selling of products
and services.

Advantage of Social Commerce

Low Viral Effect
Marketing
Cost

Potential
Customers

36% 34%

64% 66%

36% of social media users 2 out of 3 social media users
post brand-related content. believe Twitter influences
purchases.

25%

50% 50%

75%

50% of people follow brands 75% of companies now use
in social media Twitter as a marketing
channel

11%

41%

59%

89%

41% of the class of 2011 89% of agencies said they
used social media in their would use Facebook to
job search. advertise for their clients in
2012.

30%
50%
50%
70%

One out two mobile shoppers 7/10 Southeast Asian
share their shopping consumers have liked or
experience on social networks. followed a brand on social
media.

Types of Social Commerce

1. Group Purchase
2. Social Link on the Site
3. Including Social Web Functions
4. F-Commerce

Facebook commerce, f-commerce, and f-comm
refer to the buying and selling of goods or services
through Facebook, either through Facebook
directly or through the Facebook Open Graph.

Profile
Your profile (timeline) is a
complete picture of yourself on
Facebook.

Pages
Pages allow businesses, brands, and
celebrities to connect with people on
Facebook. Admins can post information
and news feed updates to people who
like their pages.

Ads and Sponsored Stories
Reach your potential customers and
grow your audience with highly targeted
ads and sponsored stories on Facebook.

http://socialcommercetoday.com/say-hello-to-the-f-commerce-ecosphere-infographic/

http://socialcommercetoday.com/f-commerce-for-retailers-one-image-to-persuade-you-download/

Advantages of F-Commerce
1. reflection of customer's
opinions

2. raising brand awareness

3. improvement of consumer
preferences

4. increasing sales

5. viral effect

6. sale's analysis

I'd really be glad to
have your views on
my products.

Sponsored Stories You May Like

Step 1: Create your Page
• Add content
– Include important information such as your location, links,
hours, photos, or menus so that people can get to know your
business

• Claim your Place
– Connect your physical store location to your Page by claiming
your Place so people can find you and check in

• Invite your customers
– Invite current and new customers to like your Page, and
promote it with in-store signs, flyers, emails, and website links

Step 1-1: Build your Page
Once you’ve created your Page, the next
step is to make sure it represents your
products and mission.

• Cover photo
– This is the first thing people will see when
they visit your Page. Choose a unique photo
and change it as often as your like

• Profile photo
– This represents your Page on other parts of
Facebook, like in news feed. Use your logo or
another image that’s associated with you

• About
– Write a short statement that clearly describes
what your business is, and include helpful
links and contact information

• Web Address

Step 1-2: Add Contents
• Views and apps
– Photos, likes and apps are at the top of your
Page. Change the order so people see what
matters to you first

Step 1-2: Add Contents
• Posts
– Add updates, photos, videos and links about
your business so people always see fresh
content on your Page

Step 2: Engage your customers
• Join the conversation
– Use your Page to post regular updates about your business and
provide exclusive offers to generate comments and drive
engagement

• Build deep relationships
– Get to know your fans and make people feel at home by
responding to their comments in a predictable, timely way

• Gain valuable insights
– Learn how your audience is interacting with your Page and
make adjustments to increase engagement

Step 2-1: Talk to your customers
Post regularly to develop deeper
relationships with your customers and
create an active community around your
Page.

Give your Page an authentic and consistent
voice, and encourage people to like and
share your posts.

• Share exclusive
content
– Post photos, videos,
menus or other "sneak
peaks" about new
products and events

• Ask questions
– Simple questions let customers give feedback
on a product or service

• Create an event
– Celebrate a launch, holiday, or anniversary
and promote it to your loyal customers

• Highlight what’s important
– Hover over a story you’ve created and click on the
star to make it wider, or on the pencil to pin it to the
top of your Page, hide or delete it entirely

• Manage everything in one place
– Keep track of all the activity on your Page from your
admin panel. Respond when people write on your
Page timeline and view your latest insights

Step 2-2: Learn and Grow
Set some goals to shape your Page posts and ensure
they are useful and relevant. Then check the metrics
on your Page Insights Dashboard regularly to learn:

• Who your customers are
• What day of the week most people visit
• How often people comment
• Which posts are most engaging

Step 3: Promote your business
• Create Ads
– Use highly effective Facebook Ads to get the
word out to exactly who you want using
targeting criteria such as interests, location
and more

• Run Sponsored Stories
– Set up Sponsored Stories to take advantage of
friends talking to friends about your business

Step 3-1: Expand your reach
There are a number of ways to increase
awareness and bring more people to your
Page.

• Tell in-store customers
– Add calls to action such as “Like us on
Facebook” on in-store signs, emails and
business cards

• Promote your Facebook Page
– Add your Facebook Page web address to your
business cards, flyers, or receipts

• Get the Like button on your website
– Make it easy for people to like your page,
even when they're not on Facebook

• Set up Check-in Deals
– Reward loyal customers with discounts and
other special offers to build valuable
relationships that help drive awareness for
your business

Step 3-2-1: Identify Your Goals
Start by defining what you want to promote
(Page, Event, App, Website), and the goals
you want to achieve.

Step 3-2-1: Identify Your Goals
• Build awareness
– Reach a large audience with a widely targeted ad
campaign

• Drive sales
– Offer special deals and giveaways in your ad campaign to
bring people into your store

• Grow your fan base
– Encourage people to like your Page by offering valuable
benefits for engaging

Step 3-2-2: Design an Engaging Ad

Create multiple versions of your ads with
different images and body copy to find out
which combinations are most effective.

• Include your business or Page name, a question,
or key information in the title

• Provide a clear action to take in the body copy,
and highlight the benefits

• Use a simple, eye-catching image that is related to
your body copy and title

• Target different audiences to determine which
groups are most responsive to your ads

Step 3-2-3: Target the Right People
Think about the profiles (timelines) of the
people you want to reach with your ads, and
select criteria based on what your audience
is interested in, instead of what they might
be looking to buy.


• Location, Language, Education, and Work
• Age, Gender, Birthday, and Relationship
Status
• Likes & Interests
• Friends of Connections
• Connections

Step 3-2-4: Manage Your Budget
Set a budget that will allow you to effectively
reach your target audience, and check your
campaign performance often.

• CPC vs CPM
– Determine if you want to pay on a cost-per-click (CPC) or cost-
per-impression (CPM) basis

• Daily Budget
– Set the maximum amount you want to pay each day - once you
hit your daily budget your ad will no longer show

• Bid Price
– Bid prices fluctuate often. Set a bid within or above the
suggested range, and check your Ads Manager often to update it
when the suggested range changes

Step 3-2-5: Review and Improve
• Get basic data about your ads, such as
impressions and clicks

• Learn about your audience's age, gender,
and location at an aggregate level

• View specific time periods to learn how
your ad performance has evolved

Step 3-2-5: Review and Improve

Question???
Contents Search on the Semantic Web

Contents Search on the Semantic Web

Dr. Myungjin Lee
e-Mail : xml@yonsei.ac.kr
Twitter : http://twitter.com/MyungjinLee
Facebook : http://www.facebook.com/mjinlee
SlideShare : http://www.slideshare.net/onlyjiny/

References
• 100 more social media statistics for 2012
http://thesocialskinny.com/100-more-social-media-statistics-for-2012/
• The Power of the Social Consumer
http://mashable.com/2012/02/29/social-consumer-infographic/
• 101 Examples of Social Business ROI
http://www.beingpeterkim.com/2012/01/social-business-roi-examples.html
• 101 examples of f-commerce
http://econsultancy.com/us/blog/7540-101-f-commerce-examples
• Facebook for Business
http://www.facebook.com/business
• F-Commerce, 김영한 and 김현영, 헤리티지 (2011)
http://book.naver.com/bookdb/book_detail.nhn?bid=6728348

Social Commerce and F-Commerce (소셜 커머스와 페이스북 커머스)

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