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This presentation goes through the three ways that you can sell your products on Facebook including tips and suggestions.
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How to Successfully Sell Your Products on Facebook
Helen Fang – MarketingFebruary 28th, 2011
@Vendio
Agenda
Introduction
Why sell on Facebook?
Facebook Fan Page
Facebook Ads
Facebook Store
Vendio’s Facebook Store
Questions?
Introduction
Leading On-demand eCommerce platform for small and medium sized merchants (SMM)– 80,000 merchants selling over $1.5 Billion of goods
annuallyIncorporated in 1999, headquartered in Silicon ValleyMulti-channel eCommerce Platform offering – Customizable fully-hosted online store– Inventory, channel & business management solutions– Reporting & analyticsDealio.com – Vendio’s comparison/social shopping siteAcquired by Alibaba.com in July of 2010 – Now enabling B2B2C3
Why sell on Facebook?
550 million+ active users, 165 million in the USAverage user spends 55 minutes per day on Facebook (which equals about 700 billion minutes per month for all users)
Average user is connected to 80 pages, groups, and eventsFans spend an additional $71.84 on products for which they are fans compared to those who are not fans Fans are 41% more likely to recommend products and 28% more likely to continue using them.68% of Facebook fans indicate that they are likely to recommend a product.
Source: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
Ways to Sell on Facebook
Facebook Fan Page
Facebook Ads
Facebook Store
6
Building a Fan Base: Engage & Educate
How to get fans? Offer something unique.
Old Navy offers printable coupons only on their Facebook page. Levi’s announces sales and coupons early for fans.
BBW gives fans a sneak peak of products.
Tropicana created a contest that benefitted both the fans and a non-profit.
How to engage fans? Create a conversation.
Answer questions and share your expertise.
Use video to demonstrate and show-off products.
Ask for opinions – encourage fans to share their thoughts on what types of products they’d like to buy.
And what to avoid:
• Spamming user feeds
• Using Facebook to only sell products
• Over-censoring
How to educate fans? Get creative with photos.
Show more than just product photos and enable fans to “get to know” your business.
Take advantage of the new Facebook fan page layout to merchandise your products and visually show-off promotions.
Connect using other popular photo tools such as Instagram.
Other ideas:
• Show off product features, benefits and how it’s used
• Show products in use “IRL”
• Show off how product is made
• Cross-sell accessories
How to optimize the new Facebook fan page?
• Change your category
• Switch to “Use Facebook as Page” and gain all the benefits of using Facebook as a user (newsfeed, receive notifications, Like other pages)
• Network with other businesses and Like their fan page – great way to promote your store as a purveyor of their products.
• Feature favorite businesses
• Select where you want users to land and customize using iFrames instead of FMBL (tabsite.com)
11
Facebook Ads
Why buy Facebook ads?
• In 2010, global spend on Facebook ads was estimated to be1.86 Billion
• Can be cheaper than Google Adword and have the ability to tap latent demand at a low cost.
• Target using photos
• Use to increase fans and create a “sticky” audience who you can continue to market for months or years
• Finally! A chance to control WHO sees your message via highly targeted demographics: Location Education/Work Interests Birthdays Relationship Status
What is your goal? Encourage Action
• Buy ads by click (CPC) because driving traffic to your fan page or website is most important
• Create concise, compelling and clear calls-to-action.
•The more targeted, the better your ad will perform.
• Make sure your landing page also follows the three C’s.
What is your goal? Build Awareness
• Buy ads by views (CPM) because there’s value in users just seeing your ad. This is a fairly inexpensive way of building your brand vs. display ads.
• Create an informative ad with your brand’s name and any associated imagery clearly visible.
• Leverage the social features of Facebook ads - a user can simply like your ad and as a result, recommend it to likeminded users.
What are your metrics?
• Define your goals: increase # of fans, outbound visits, impressions• Create a strategy: cpm vs. cpc, coupons vs. sale• Test your ads: ad copy, photos, demographic groups• Monitor engagement trends: • Compare to other channels: Twitter, email, SEM, direct website
16
Facebook Store: From E-Commerce to “F-Commerce”?
Why sell directly on Facebook?
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• Sell to a captive audience
• Create a safe and secure shopping experience – leverage the trust of the Facebook brand
• Take advantage of all the social features such as discussion boards, sharing, commenting and Like
• Enable your fans to help promote your products
How can Vendio help?
• Open a Vendio Store – it’s free!
• Import or manually add products. Don’t forget that with Vendio, you can sell these products on eBay, Amazon, Google, your store AND Facebook.
Create your Facebook store in under 2 minutes!
20
After you add products, make sure that your store is live and visible.
• Sync your Vendio Store products
• Go to the Vendio application page and click on “Add to My Page”
• You’ll now see a Shop! link appear in your menus bar
How your Vendio Store looks on Facebook
23
Checkout on Facebook
• Shopping cart is on Facebook• Offer multiple payment options• Synced shopping carts
Why use Vendio to sell on Facebook?
• Opening a Vendio Store means that you can sell on Facebook, webstore, and Google Product search for free – that’s 3 sales channels!• Vendio Stores offer unlimited products, image hosting, web hosting all for free• Create your Facebook store in less than 2 minutes – no code or technical skills required• Your Vendio webstore and Facebook store will have synced shopping carts to reduce shopping cart abandonment• Leverage all the viral/social features of Facebook – “Like”, wishlisting, and sharing• Shoppers browse products on Facebook – creating a safe and secure environment• Offer multiple payment methods including PayPal, Google Checkout, credit cards (via Authorize.net)
