May 2011 - The new mass medium. McDonald's Corp.'s three most effective marketing vehicles, CEO Fred Turner explained in 1986, were ABC, CBS and NBC. Back then, the fast food chain could reach practically all U.S. consumers through three TV networks. But times have changed. Cable fragmented the TV audience, and the Internet lured eyeballs away from TV sets. Today, the way to market to the masses is through Facebook, where 135.7 million U.S. consumers spent time in March, according to market research firm Nielsen Co.
And consumers don't just click on Facebook and leave—they spent on average more than six hours and 35 minutes on the social network in March, nearly five times the one hour and 21 minutes the average web user spent on Google, Nielsen says. What's more, while on Facebook they share information about themselves, interacting with the site 90 times in an average month—posting photos and updates, commenting on friends' posts, Liking products and articles, and more. More than just ads Off Facebook. "Le f-commerce permet de générer du trafic et des ventes supplémentaires" L'agence interactive Nurun lance une application de vente sur Facebook : Transform[R]. Son directeur des stratégies médias détaille son fonctionnement et sa vision du f-commerce.
JDN. Pourquoi Nurun lance-t-elle une application de f-commerce ? Grégory Pouy. On parle de social commerce depuis environ un an. On voit un nombre croissant d'e-marchands déployer Facebook Connect. Vous ne comptez donc pas adresser le marché des TPE ? Nous aurons du mal à exister si nous ne sommes pas présents auprès des TPE. Entre f-boutiques et intégration de Facebook Connect, Nurun mise donc sur les premières... En la matière, on entend tout et son contraire. "Le paiement sur Facebook n'est pas limité à Paypal" Alors certes, un onglet Facebook marchand est toujours moins riche qu'un site marchand.
En quoi consiste concrètement l'application Transform[R] ? Nous avons essayé de lui intégrer tout ce qui est imaginable. Non. "Les données Facebook nous appartiennent" Vous êtes actuellement en phase de pré-lancement... Forrester Says Facebook Commerce Won’t Take Off. While Facebook provides a highly effective advertising platform, commerce on the social network might not take off, according to a report by Sucharita Mulpuru, an analyst at Forrester Research. She wrote that email has better customer acquisition rates than social networking; Facebook averages a one percent clickthrough and two percent conversion rate, while email marketing has an 11 percent clickthrough and a four percent conversion rate on average. Some of the highlights that she notes in her blog are: There are retailers (albeit small ones) seeing a double-digit percent of their sales coming through their Facebook stores. These companies often have unique demographics or marketing models (e.g., flash sales) that drive this behavior.Facebook’s “data layer” is probably one of the most underleveraged assets that exists with respect to F-commerce.
We wonder whether pooh-poohing about Facebook commerce ever taking off is simply an attention-getting angle.