[资源分享]F-commerce资源大集合

标签： F-commerce f-commerce facebook电子商务 | 发表时间：2011-04-25 15:00 | 作者：puting oxygen

出处：http://www.socialbeta.cn

关于f-commerce这个话题如今是越来越热，之前我在SocialBeta也有这个话题的一些文章。今天给大家分享更多的文章和资源。本文讲是英文和中文混杂，有时间的话我会挑选一些好的文章进行翻译，你也可以留言给我，希望我们翻译那些文章。

关于国外的social commerce相关的资讯，推荐阅读social commerce today。

1. 什么是f-commerce?

简单定义:f-commece就是通过facebook这个平台销售商品；

完整定义：企业品牌利用facebook用户基础，通过facebook的社交图谱和社交组件进行，让用户可以与其在facebook上的好友进行互动、分享和交流的社会化电子商务。可以查看我之前的一些文章，如

F-commerce：facebook店铺的三种类型和案例
 F-commerce：8个值得关注的facebook电子商务案例

2. F-commerce的市场规模有多大？

会化电子商务市场规模到2015年将达到300亿美元，是仅指通过社会化媒体（如facebook）的销售收入。整个市场规模应该更为巨大。($34 billion)

3. 企业进行f-commerce的目地何在?

—直接在facebook上开设店铺，为用户提供便利，提高销售额；
—在facebook和用户进行互动对话，提高用户对于企业的忠诚度；
—充分利用用户的社交图谱，为用户提供更为个性化的服务，并且可以形成口碑传播；

从用户的角度来说，企业在facebook上的网店可以更好的满足用户个性化的需求，从而然用户做出更为明智的购物决定。

4. 哪些企业在进行f-commerce?

Amazon, Apple, ASOS, Best Buy, Bulgari, Coca-Cola, Delta, Diesel, Disney, Dove (Unilever), Gap, Heinz, jcpenney, Levi’s, Macy’s, Max Factor, Mazda, Nike, Nine West, Old Spice, P&G, Pampers, Pantene, Rachel Roy, Sears, Starbucks, Volkswagen, W Hotels, Walmart, Warner Bros…

5.业内如何评价的f-commerce的?

“Social media may not have driven sales in an obvious way so far, but the next logical step will be transactional social media. When you can buy products through Facebook, rather than just liking them, we’ll start to see a shift in the role of social media in the business” Manish Mehta, head of social media, Dell

“It’s a matter of time—within the next five or so years—before more business will be done on Facebook than Amazon” Sumeet Jain, Principal, CMEA Capital

“In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through sites such as Facebook” Mike Fauscette, Analyst, IDC Consulting

“Anyone who still believes in 2010 that Facebook isn’t going directly drive a massive commerce opportunity for merchants and retailers alike on that platform will find themselves this time next year in 2011 wishing for their own Christmas miracle” Karen Webster, President, pymnts.com

6. f-commerce支持派是怎么评价的？

Facebook is already a viable sales platform; the top 3 brands on Facebook all directly sell on Facebook (Coca-Cola(24m), Starbucks (20m) and Disney (19m))
Facebook drives e-commerce traffic; ticketing site Eventbrite found that integrating with Facebook on its website, generated additional sales – each Facebook share generated $2.53 in additional sales)
Facebook is where your customers are; 1 in 11 humans are on Facebook, half log on every day
F-Commerce is what your customers want; when asked, customers say the principal reasons for connecting with businesses on social sites are to buy and for deals.
F-Commerce customers are good customers; Facebook users spend up to 1.5x more online, and Facebook customers spend more than double that of non-Facebook customers
F-Commerce increases conversion; 51% increase in likelihood a customer will purchase, after clicking the ‘like’ button
F-Commerce drives customer loyalty; 28% increase in likelihood that customers who ‘like’ a brand will repurchase
F-Commerce drives customer advocacy; 41% increase in likelihood a customer that a customer will recommend, if they have liked the brand
Facebook customers are good customers: Facebook users spend 1.5x more online that other Internet users

7. f-commerce反对派是如何评说的？

“The likelihood that Facebook will ever [become] a key sales-driving tool for retailers and creating a reliable revenue stream for Facebook, is unfortunately far-fetched”. Sucharita Mulpuru, Forrester
The market opportunity for selling on Facebook is tiny – even the most enthusiastic projections forecast a market size only 1/3 of that of mobile commerce, representing a maximum of 4% of digital commerce
Online shoppers don’t want to buy on Facebook – a Booz & Allen report on social commerce found that 73% of online shoppers would not purchase goods on Facebook or through other social networking sites
Facebook itself is an immature and risky platform – do you really want to be investing in next year’s MySpace?
Where’s the money? No major brand, retailer or independent study has yet provided compelling evidence that selling with/on Facebook unequivocally drives ROI or CLV (customer lifetime value)
Businesses find social networks to be a particularly ineffective new customer acquisition tool; only 7% of retailers say Facebook is an effective customer acquisition source.
F-commerce will not take off because Facebook has a “reputation for apathy around privacy issues.” (Forrester)
The Open Graph protocol is useless for all but the very large companies such as Amazon – just look at your friends store on Levi’s - pretty empty isn’t it?
When only 1% of site visitors come from a social media URL, it’s difficult to take Facebook seriously as an e-commerce traffic generator
Email marketing campaigns can boast an 11% click-through rate and a 4% conversion rate, Forrester’s findings show that Facebook can only generate a 1% click-through rate, with only 2% of those people converting to actual customers
According to a Goldman Sachs survey, Facebook has little effect on online shopping activity
Facebook is better adapted to marketing than selling; it’s useful for promoting marketing messages and communicating brand personality, but not processing transactions, which are best completed on the company website
Enabling e-commerce on Facebook, when you already have an e-commerce solution on the open web creates redundancy – and is therefore pointless

8. f-commerce为什么是有价值的？有哪些成功的案例或者数据？

Ticketmaster: Every time a user posts on their news feed that they’ve bought a ticket from Ticketmaster, friends spend an additional $5.30 on Ticketmaster
Eventbrite: Every Facebook share generates $2.53 in ticket sales (RPS (revenue per share)); every 24 shares generates a new sale
Incipio Technologies: Facebook is #2 source of e-commerce traffic, shoppers from Facebook are 3x more likely to add products to a cart, and final conversion rate is 2x the average.
P&G: Sold 1,000 diapers in under an hour on its f-store
Tesco: Generated £2m+ in-store sales with FB vouchers for fans
RachelRoy: Temporary ‘pop-up’ Facebook fan store resulted in 3rd highest sales day
Kembrel: 20% of sale transactions were on Facebook with a 7-10% larger shopping cart than their dot.com website
BabyAndMeGifts: 50% of online sales from Facebook
LiveScribe: measurable ‘increase in revenue’ [undisclosed] after installing Facebook storefront
Ettitude: Aussie retailer ‘logged sales‘ [undisclosed] from Facebook
Chompon: Online sales platform found that Facebook shares generate on average $14 in sales (RPS), and Likes generate $8 (RPL)
Ticketfly: Ticketing site found (Jan 2011), every Facebook share/tweet generated 3.25 tickets sales; Facebook is Ticketfly’s top referrer at roughly 9% of total traffic
Wetseal: 20% of e-commerce sales come from Facebook
Nordstrom’s Hautelook fan-only Diane von Furstenberg Facebook shopping event on Dec. 7, 2010 generating in excess of $100,000 in sales. Users were incentivised with a $10 coupon to refer new members in – and new members represented 40% of those sales. Conversion rates were above 6%.

9. f-commerce有哪些类型？

1.Facebook店铺，零售商直接在facebook开设店铺，也就是f-stores；
2.在电子商务网站上嵌入facebook的一些功能，如登录、喜欢、开放图谱等；
3.在实体店铺中融入facebook一些特征（如在实体店试衣间中试衣服可以把照片发送到facebook上让朋友评论，还有facebook的团购服务等。

具体可看：F-commerce：8个值得关注的facebook电子商务案例

10. F-Stores的三种类型

一种是这是浏览式facebook店铺——在这类facebook店铺上，用户可以看到商品信息，如商品图片、价格等，而不能直接购买。

如best buy的facebook店铺，facebook用户在best buy的facebook店铺上浏览商品信息，查看其他用户对于这些商品的点评和评论，也可以直接询问其facebook的好友商品建议。如果要购买的话，还是会跳转到best buy的主站上去购买。

第二种是粉丝店铺——这类facebook店铺是专为粉丝开设的，品牌的粉丝有专有的特权，如品牌粉丝可以获得购买一些限时的少量商品的特权。

这类如Lady Gaga f-store，还有Nine West f-store，他们在通过facebook店铺给粉丝提供一些专属特权，可以优先买到实体店没上市的商品。

第三种是真正意义上的facebook店铺——用户在上面可以获得和其他电子商务网站相同的体验，用户也可以不用离开facebook就可以购买商品。

这种类型的facebook店铺的例子很多，我想随着f-commerce日渐深入人心，会越来越多的商家会采用这种类型的店铺，让用户不用离开facebook就可以购买到商品，并且可以和其facebook好友进行分享互动。

11.电子商务网站能利用f-commerce那些开放的组件呢？

facebook开放图谱协议

The Open Graph Protocol is a solution for external websites to link into Facebook and turn individual web pages into Facebook objects that get integrated into a Facebook user’s social graph (their personal map of connections with people, photos, events, and pages). For example, when someone ‘Likes’ a movie page on the IMDB site, that ‘Like’ is added to the user’s social graph and gets posted to their Facebook Wall. The advantage of using the Open Graph Protocol for businesses is that it allows them to improve customer experience with Facebook features and generate referral traffic via site-related status updates posted to users Walls

facebook社交组件

Like Button: allows users to share pages from your site on their Facebook profile
[Share Button]: also allows users to share pages on their Facebook profile
Activity Feed: shows users the likes and comments on your site from their friends
Recommendations: gives users personalised suggestions for pages on your site
Like Box: enables users to view and like your Facebook Page from your website
Registration: allows users to easily sign up for your website with their Facebook account
Login Button: allows users to login to your site with their Facebook account
Facepile: displays the profile pictures of users who have used Facebook to engage with your site
Comments: lets users comment on any piece of content on your site
Live Stream: enables your users share activity and comments in real-time as they interact during a live event

Facebook Deals

Check-in Deals: Allows local retailers to drive foot traffic and loyalty by offering special discount coupons Facebook users who check-in to their venue
Individual Deal: For both new and existing customers when you want to launch a new product, get rid of excess inventory, offer seasonal incentives, or simply get more people into your store
Friend Deal: Group discounts for up to 8 people, when they check in together to drive foot traffic and build exposure on Facebook for your business
Loyalty Deal: For rewarding your most loyal customers; claimed by customers only after a certain number of check-ins (2-20)
Charity Deal: Create a Charity Deal to make a donation to the charity of your choice. This is a great way for your business to give back to the community while adding a human touch to your business
Deals: As of April 2011 – a ‘coming soon’ service – rumoured to be a Facebook version of Groupon, where users buy a voucher with Facebook credits to spend in-store or at the location

Facebook Fitting Rooms

In-store fitting room mirrors connected to Facebook that allow shoppers to shop with their social graph by sharing clothing tryons with friends and soliciting feedback. DieselCam and Macy’s Magic Fitting Room are examples of Facebook Fitting Rooms, with the latter offering augmented reality virtual ‘tryouts’ – flick an outfit from your smartphone app to the mirror and see it overlaid on your reflection

Real-Life ‘Like’ Buttons

Physical ‘Like’ buttons on shelves, displays or venues, but unlikely to take off until NFC technology becomes widespread, allowing handsets to pair with Like buttons. Coca-Cola Village used a real-life Like button that allowed visitors with a bracelet containing Facebook details to like attractions

Shop-and-Tell Apps

Add a Facebook layer to the shopping experience by allowing shoppers (online and in-store) to share their purchases with their Facebook contacts. For example, Swipely is a ‘shop-and-tell’ service integrated with Facebook and linked to a credit card, so when a product is made, it notifies Facebook friends and pays cash-back/rewards to the Swipely user

12. 进行f-commerce的一些建议

微笑:别想着在facebook卖东西给用户，而应该使用facebook让用户们微笑满意；
不要老是问如何通过facebook更好的销售商品，而让经常问自己如何通过facebook更好的买东西；
倾听为先，看看你的客户在facebook上讨论什么、他们需要什么，遇到哪些问题等。
把facebook当成一个社交操作系统而非一个社交网络，如何把社交用户数据转化成你的social value；
设定明确的目标；
和你的客户关系管理系统打通；
Manage expectations from the outset – whether you’re looking for smiles or sales – Facebook is an experimental channel
Establish your benchmark RPL (revenue per like) and PRS (revenue per share) – use these starting f-commerce metrics to track your performance
Begin with quick wins; integrate social plugins with your web-store, and install a simple storefront app on your Facebook page – measure impact on traffic, order value, conversion and shares
Make it Easy, Secure & Social – three critical success factors in f-commerce
Don’t let social get in the way of the sale; think frictionless commerce for f-commerce – use Facebook to take the speed bumps out of shopping
Don’t clone; don’t just replicate your web-store in Facebook, offer something exclusive, new and compelling offer that customers can’t get elsewhere; fan-first or fan-only exclusives
Provide incentives – reward customers for social activity and social interactions that share and spread the word. Digital, in-kind, and monetary incentives help foster customer loyalty and advocacy
Exploit urgency and limited quantity. Beyond the great deal, make offers time and volume sensitive to create buzz and a sense of occasion
Use exclusivity: Make your Facebook customers feel special by giving them exclusive access, information and products
Enable sharing with friends before and after buying – to allow customers to friendsource advice on what to buy and to share their purchase
Don’t forsake e-commerce for f-commerce, you need them both – f-commerce for the social consumer, e-commerce for the traditional consumer
Measure the smiles as well as the sales – use analytics software and Facebook Insight – but look for the smiles behind the numbers; a happy customer is a returning customer and a recommending customer

13. 一些值得关注的f-commerce的案例；

On Facebook

1. 1-800-Flowers f-store
- What’s notable about it: Where it all began: The first transaction in Facebook at 11.50 am EST on July 8, 2009 for bouquet of flowers ‘A Slice of Life’ on the f-store of U.S. florist 1-800 flowers…
2. Warner Bros f-store
- What’s notable about it: First movie rentals (streaming) store – exclusive premium content for fans – direct from the Studio – sent Netflix shares tumbling
3. Lady Gaga f-store
- What’s notable about it: The most popular f-commerce enabled page on the planet 31m+ fans
4. Starbucks f-store
- What’s notable about it: The most popular product brand page in Facebook uses Facebook as an e-commerce enabled CRM platform – top up your loyalty card/iPhone payment card on Facebook
5. Coca-cola f-store
- What’s notable about it: The second most popular product brand page in Facebook uses Facebook to sell brand merchandise
6. Delta Airlines f-store
- What’s notable about it: First airline ticketing store in Facebook – view the f-store on the page or on your wall
7. Dexter f-store
- What’s notable about it: a viral ‘wall store’ that can be shared by users
8. Nike f-store
- What’s notable about it: freebies for fans when they buy
9. Disney f-store
- What’s notable about it: group-buy ticketing app for Disney movies – payments handled by Fandango
10. Apple (App) f-store
- What’s notable about it: The world’s most admired brand starts selling on Facebook
11. Max Factor (P&G) f-store
- What’s notable about it: an early example of a brand-to-consumer fan-store – logistics by Amazon
12. Pantene (P&G) f-store
- What’s notable about it: an early example of a fan-first f-store – giving early access to new products to fans
13. Pampers Store
- What’s notable about it: Selling 1000 diapers an hour to fans on Facebook – before they’re available in store
14. P&G f-store
- What’s notable about it: Big brand manufacturer selling wide range of products (29 brands) direct to customers – using Amazon for logistics
15. Dove (Unilever) f-store
- What’s notable about it: P&G’s rival in consumer goods taking a different f-commerce route – B2F (Brand to Fan) fan-stores selling a limited range of products, rather than a full-store. But taking a leaf from P&G’s book – using Amazon for fulfilment
16. Old Spice f-store
- What’s notable about it: using an f-store to promote an advertising campaign
17. Rachel Roy f-store
- What’s notable about it: early example of a fan-only f-store – offering fan-exclusives
18. Nine West f-store
- Offers fan-first exclusives – before available in-store
19. jcpenney f-store
- What’s notable about it: one of the first ‘full f-stores’ from a big retailer offering the full web-store experience optimised for, and inside, Facebook
20. ASOS f-store
- What’s notable about it: much admired UK e-tailer opens up a full f-store – with international delivery
21. Heinz f-store
- What’s notable about it: a fan-first f-store – get new products before they arrive in store (AKA tryvertising)
22. Bejeweled (PopCap) f-store
- What’s notable about it: f-commerce for Facebook games – buy add-ons using Facebook Credits
23. W Hotels f-store
- What’s notable about it: a group-buy store in Facebook from Starwood’s luxury boutique hotel brand
24. Holiday Autos (Travelocity) f-store
- What’s notable about it: first f-store for car rentals
25. Volkswagen (Skoda Fabia) f-store
- What’s notable about it: first Dutch auction f-store (every ‘like’ price drops by 1€, until someone buys)
26. Walmart f-store
- What’s notable about it: Crowdsaver store from the world’s largest retailer is not strictly an f-store, more a storefront for in-store deals that go live when enough ‘likes’ are reached
27. Bulgari f-store
- What’s notable about it: Luxury brands dip their toes into the f-commerce water
28. Kembrel f-store
- What’s notable about it: Student e-tailer makes 20% of 2010 Black Friday sales on Facebook – with 7-10% higher order value
29. Vinobest f-store
- What’s notable about it: First group-buy f-store for wine – the future of wine clubs?
30. Best Buy f-store
- What’s notable about it: Big Box electronic retailer uses f-stores to encourage shoppers to share their purchases (Shop + Share)
31. Molly Sims f-store
- What’s notable about it: Popular celebrity f-store from the former model and actress
32. Barneys f-store
- What’s notable about it: Hip fashion store selling selling a $33,835.00 ring on Facebook…
33. Retail Therapy f-store (by PopSugar)
- What’s notable about it: A Facebook game (‘CityVille-for-shopping’), where players become retailers and manage their own fashion store, buying stock with Facebook Credits; participating brands include as TopShop, & Diane Von Furstenberg
34. Sears f-store
- What’s notable about it: A deal-for-likes app, deals go live when enough ‘likes’ have been reached

Off Facebook

35. Amazon
- What’s notable about it: when the largest e-tailer on the planet integrates Facebook…
36. Levis Friends Store
- What’s notable about it: one of the first retailers to integrate Facebook into their web-store to offer instant personalisation
37. TripAdvisor
- What’s notable about it: Leading review and travel booking site integrates with Facebook to offer instant personalisation and allow users to connect with Facebook contacts on-site
38. Groupon
- What’s notable about it: The fastest growing e-commerce business integrates with Facebook and uses social sign-on (one less login to remember) – and then encourages members to share deals via Facebook
44. DieselCam
- What’s notable about it: Facebook-connected fitting rooms in Diesel stores, Spain
45. Macy’s Magic Fitting Room
- What’s notable about it: Facebook-connected fitting rooms with virtual try-outs
46. Swivel (Facecake)/Social Shopper (Zugara)
- What’s notable about it: More Facebook-connected Augmented Reality Fitting rooms – ‘visualise and validate’ the shape of things to come?
47. Coca-Cola Village
- What’s notable about it: Real life like button at the Coca-cola village, swipe your entry band to send a ‘like’ to Facebook
48. Swipely
- What’s notable about it; ‘shop-and-tell’ service integrated with Facebook and linked to your credit card - buy a product, notify Facebook friends and get cash-back/rewards
49. Mazda Facebook Deals
- What’s notable about it: For the launch of Facebook Deals in the UK, check-in with Facebook to a Mazda dealer on your handset and get 20% of a Mazda roadster
50. Gap Facebook Deals
- What’s notable about it: For the launch of Facebook Deals in the US, check-in with Facebook to a Gap Store – first 10,000 received a free pairs of jeans, all others received 40% of all regular priced merchandise

14. 能帮助你进行f-commerce的第三方公司和软件？

F-Commerce Consulting

Facebook Advertising

Social Commerce Today (www.socialcommercetoday.com)

Industry journal for news, comment and analysis in social commerce, sponsored by Syzygy digital communications and marketing

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