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03/11/2012 by

Why Retailers Should Embrace: See, Like, Buy?

Several retail brands have jumped into early conclusions. Social media did not drive revenue. But social commerce sales are expected to bring in $30 billion each year by 2015, with 50% of web sales to occur through social media.

I hope you can remember above social commerce scene from the movie Minority Report with Tom Cruise? In 2002 this kind of shopping was just science fiction. In 2015 it could just be reality.

Cloud marketing software provider Vocus and Gartner launched a new infographic, highlighting how brands are currently using social media and what trends can be expected.

Facebook drives 26% of referral traffic to business websites and their numbers will grow. About 20% of online shoppers already prefer to buy products through a brand’s Facebook page compared to its website.

See more very interesting and actionable insights.

My opinion?
So as we have stated here for years, watch blue monster Facebook and the power of See, Buy, Like.

Now that more retail brands have established a large fan base on Facebook, they can start to close the loop for real. Social commerce will be huge and the value of a true brand fan, will increase the next couple of years if people start buying products directly from Facebook.

What retail brands will grab a bigger piece of the social commerce pie? The ones that are able to improve the consumer journey on Facebook. That means create a smart but simple Facebook shop with special products for loyal fans.

Next these fans should go through the funnel extremely easy, in an Amazon-alike one-click buying experience. Do not pull consumers from Facebook to the homepage of your international webshop.

Certainly not if they lose track of the product, because your homepage forces them to select their country first. Make sure the consumer keep his eyez on the prize at all times. And make the buying process smooth and easy.

Next brands need to understand that the quality of their Facebook fan bases is crucial for social commerce conversion rates. Why?

The value of Facebook fan bases among brands differs significantly. Brands that have bought the largest chunk of their Facebook fans do mostly have very, very low sales conversions.

Brands that pulled satisfied customers to their Facebook funnel, to next grow their fan bases organically and through real advocacy, have very high conversion rates in terms of direct Facebook sales.

Not so strange, if you compare this to good old e-mail marketing. Brands with loyal fans have a much higher open rate on their e-mail offers, and much higher conversion rates and revenues.

Social media and social commerce, Facebook and See, Like, Buy. Too many brands have jumped into the wrong conclusions way too early when it comes to social commerce, that’s my opinion.

What About You?
What are your thoughts on social commerce and See, Like, Buy? We would would love to read your opinion ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.


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