Making the Case for Social Commerce: Facebook Integration Success

The following is a post from Kevin Olivieri, TIG Global Social Media Analyst.

Back in January, I wrote a blog post on Facebook Commerce, or f-commerce, and how it will play a major part in the e-commerce industry by the end of this year. So far, I’d say purchases directly through the platform haven’t quite taken off to the fullest extent, but Facebook commerce in general has yielded some impressive results, and as current news has indicated, social commerce is just getting started.

When the Facebook “Like” button came into existence one year ago, it spread like wildfire across the web as businesses of all industries integrated it throughout their page. After only one year the button has been integrated by more than 2.5 million websites and is featured on 80% of the top 100 websites in the U.S.

So how has it affected e-commerce for businesses and what role does it play? Take a look at some of the success stories below:

  • American Eagle – Since adding the “Like” button functionality to their web store last year, they’ve noticed that 57% of customers spend more money on the site when they’ve seen that friends have liked a product. This brings up the important point of influence and the fact that when consumers are referred by friends, they are a whole lot likely to buy.
  • Levi’s – Levi’s was a partner with Facebook when they launched the “Like” button and they’ve consistently done some cool things with it. Levi’s put together a Friend’s Store that shows customers products that the people in their social circle have “liked”. On Cyber Monday, Levi’s got 50% of their traffic from Facebook, proving the “like” button has the capabilities to drive serious traffic from Facebook.
  • Ticketmaster – Putting an ROI on the social sharing through Facebook is not easy, but Ticketmaster has done it. Every share on from Ticketmaster on Facebook is valued at $5.20. This once again proves the notion that consumers are considerably influenced by friends.
  • OpenTable – since OpenTable added the “Like” button to its website, they’ve seen a 25% increase in reservations through their system. Why? Who goes to the restaurant by themselves? It’s a social activity and businesses need to incorporate social into their sales and marketing efforts.

Facebook may not be boasting its most tremendous growth in f-commerce right now, but these examples should prove that it’s a real thing, and it’s powerful. I personally think by the close of the summer there will be some serious strides into establishing Facebook as a feature e-commerce destination and business websites will continue to reap the benefits of such social integrations.

What about you? Have you noticed any increased revenue due to the “Like” button or Facebook sharing? Or has it failed on your site?

Interested in ramping up your online strategy? Check out the full suite of TIG Global interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK)

One thought on “Making the Case for Social Commerce: Facebook Integration Success

  1. June 28, 2011 at 5:34 pm

    Nice post, Kevin. I think even more effective for driving sales and bookings is more interactive on-site social commerce. Specifically, Social Q&A products can bring former customers directly to sites via social networks (Facebook in most cases).

    These kind of products are pretty interesting and I think the direction in which online shopping is headed. Instead of only alerting a customer’s personal network via a Facebook wall post, Tweet, email, etc., Social Q&A products actually connect potential customers with previous customers. If a potential customer has a specific product question that’s not answered on a conventional review board, they can contact former customers to get their question answered. This expands each customers online network, and gives them a more reliable source real product info.

    It’s like asking someone who booked a vacation package to Tahiti, “how was it really?” The reliability of the feedback will be better than a review board because it’s private communication, not posted a public review board that tends to encourage exaggeration.

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