As the digital world continues to evolve – we in Australia fall further and further behind. The digital divide widens and the few digital brands that are investing in the online space are reaping the benefits. It therefore feels odd to plug the latest online sales channel global brands are using to drive additional revenue from when some local brands are still unable to establish even a basic online store. However as these online sales channels continue to evolve, the greater share of online spend we as a nation lose to our overseas counterparts thus it is important for Australian organisations to see just how fast the industry is moving. Because when it comes to online we are competing in a global marketplace.
F-Commerce or Social Commerce – The New Comer
With half a billion people across the globe now connecting with their friends and family on Facebook – it is no wonder that brands are beginning to explore the opportunity to drive incremental sales through a Facebook-Commerce (F-Commerce) channel. The shift for brands to monetise offsite through channels like social networks – is a natural progression for the online industry. Consumers are spending an increasing amount of time interacting in the social space and this has meant brands have had to deliver portable brand experiences and engaging experiences outside the walls of their website. It therefore stands to reason that brands are now extending this one step further and driving sales through channels like Facebook.
Some global examples
Delta Airlines – Flying on Facebook
In early August 2010, Delta airlines launched eCommerce capability on Facebook – enabling users to book flights with their friends via the popular social networking site. With nearly 40,000 fans on Facebook – Delta has bought the booking process to their consumers. Delta airlines said it provides consumers with the “ability for consumers to shop on their own terms and give them an easy way to book travel with their friends”.
To view their F-Commerce capability – visit www.facebook.com/delta
MaxFactor Facing Up To The Facebook Opportunity
In the UK MaxFactor has delivered an F-Commerce site through the Amazon Facebook platform. Similar to Delta airlines, MaxFactor in the UK has a loyal following of over 17,000 consumers who “like” the brand – enabling MaxFactor to communicate with them and drive them through to purchase online – without leaving their social environment.
To view their F-Commerce capability – visit http://www.facebook.com/MaxFactorUK
F-Commerce is still in its infancy globally thus the next 6 months will be a telling time for the industry and will crystalise the value of this channel for e-tailers. If examples such as the above prove successful, this will convince many organisations to take that next step and monetise the value of their Facebook brand pages. Then finally the social media sceptics will pipe down and start to realise the true value of social media.
© Digital Marketing Lab Blog
Written By: Teresa Sperti
