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Text1F-Commerce&TheRiseoftheSoLoMoConsumerDrPaulMarsden|SyzygyGroup’llfindinspiration145kmaway3WhatdoLadyGaga,Coke,Batman&Pampersdiapershaveincommon?4WhatdoLadyGaga,Coke,Batman&Pampersdiapershaveincommon?4TheyallsellonFacebook56f-commerce=e-commerceonFacebookFacebookMarketingFacebookAdvertisingFacebookSocialPluginsFacebookCheck-inDealsOpenGraphProtocolFacebookAuthenticationFacebookCreditsFacebookDealsMoretosellingwithFacebookthanFacebookstores7FacebookStoresDrivesalesandloyaltywithnewsandpromotionspostedtoyourFBpageDrivee-commercetrafficorfootfallwithFBstandardortestimonialdisplayadunitsImprovee-commercesiteexperiencebyaddingFBsocialfeaturesDrivesharingbyintegratingwebsitepagesintotheFBgraphasgraphobjectsImprovesite/appexperiencebyallowingcustomerstosignonwithFacebookdetailsAllowcustomerstobuyandpaydirectlyfromyourFBPageandnewsfeedReducee-commercefrictionbyallowingcustomerstopaywithFBCreditsGetnewcustomerswhopayupfrontonFacebookwithFBCredits,PayPalorcardFacebookStorefrontsFacebookGraphAPIDrivee-commercetrafficwithproductcatalogueappsinstalledonyourFBpageDrivestorefootfallandloyaltywithFBmobilecouponsfornearbycustomersCreateshoppingappsandsitesthatintegratewith(readandwriteto)Facebookf-commerce:sellingonFacebookFacebookassistedcommerce:sellingwithFacebookTransactionONFBTransactionOFFFBTheF-CommerceEcosystem8Why?9zzzzzzMINDTHEPERCEPTIONGAP10zzzzzzMINDTHEPERCEPTIONGAPDEALSPURCHASEREADUSERREVIEWSGENERALINFOEXCLUSIVEINFONEWPRODUCTINFOSHAREOPINIONCUSTOMERSERVICEPARTICIPATEINEVENTSFEELCONNECTEDSUBMITPRODUCTIDEASBEPARTOFACOMMUNITYNEWPRODUCTINFOGENERALINFOSHAREOPINIONEXCLUSIVEINFOREADUSERREVIEWSFEELCONNECTEDCUSTOMERSERVICESUBMITPRODUCTIDEASBEPARTOFACOMMUNITYPARTICIPATEINEVENTSPURCHASEDEALSWHATCONSUMERSWANTWHATBRANDSTHINKCONSUMERSWANTRespect-Relevance-ReachWalkingthecustomercentrictalkwithf-commercef-commerce:‘livelearninglab’fornew‘socialconsumer’11Socialmediaistransformative12“Tofindsomethingcomparableyouhavetogoback500yearstotheprintingpress,thebirthofmassmedia.Technologyisshiftingpowerawayfromtheeditors,thepublishers,theestablishment,themediaelite.Nowit’sthepeoplewhoaretakingcontrol.”RubertMurdochSocialmediaisdrivinghumanevolution13DarwinianIntelligenceSurvivaloftheFittestIndividualIntelligenceTrial&ErrorLearningSocialIntelligenceSocialLearningSocialmediaisdrivinghumanevolution14DarwinianIntelligenceSurvivaloftheFittestIndividualIntelligenceTrial&ErrorLearningSocialIntelligenceSocialLearning“Awisemanlearnsbytheexperienceofothers;afool,byhisown”TextText15SoSocial#1ActivityLoMoLocal+300%MobilePCSocial,location-aware&mobiletechnologyarecreatinganewsuper-smartconsumer:theSoLoMoconsumerf-commerceforSoLoMoinsight:brandexperience16f-commerceforSoLoMoinsight:brandloyalty17f-commerceforSoLoMoinsight:brandadvocacy18f-commerce:drivingadvocacywithfan-firstmarketing:pop-upfan-storesforproductlaunchesandevents19f-commerce:drivingadvocacywithfan-firstmarketing:pop-upfan-storesforproductlaunchesandevents19Fromfanstoadvocates:The3advocacyactivators20Fromfanstoadvocates:The3advocacyactivators20‘GetitFirst’EXPERIENCE‘Empowered’INVOLVEMENT‘Viral’INCENTIVESFromfanstoadvocateswithfanstoreadvocacyactivators21AdvocacyActivatorsExperience+Involvement+IncentivesFromfanstoadvocateswithfanstoreadvocacyactivators21AdvocacyActivatorsExperience+Involvement+Incentivesf-commercevalueproposition:insightandFacebookROI22InsightROIRisingtothechallengeoftheBig3...23Nowizskicoulddoit,canyou?24THEGERMANSENSATION#41DIRKNOWITZKIHEIGHT:2.13MBORN:JUNE19,1970WÜRZBURGGERMANY