Speed Summary | New Moontoast eBook on Facebook Commerce for Brands (Infographic)

Moontoast, one of the leading social commerce platforms working with retailers, publishers, musicians and celebrities has just published a new, useful and insightful e-book on Facebook commerce for brands.

It’s most definitely worth a download – from here (free) – as it contains some of the smartest advice we’ve found on f-commerce to date.  We think the smartest way for brands to understand Facebook and Facebook Commerce is as fan-media and fan-sales; Moontoast’s e-book provides invaluable insight for doing precisely that – and for creating an army of ‘super fans‘ (brilliant concept) who buy and advocate more and more often.

For the time-squeezed, here’s a quick speed summary of our top takeouts of Moontoast’s The Fan Brand’s Guide to Facebook Commerce – including a natty infographic on the Anatomy of a Fan

  • F-commerce allows you to find and serve your most valuable customers – your fans – and is useful as a platform for managing fan-rewards
  • Success in Facebook commerce requires integrating commerce with a solid social media strategy – just opening up shop won’t work
  • The first step in any Facebook commerce strategy should be to listen to your fans – what do your fans want from you, what could you do for them?
    • Success in Facebook commerce is like any other business – solving people’s problems at a profit – what problems do your fans have, that you could solve with f-commerce?
  • Four key drivers determine social commerce success – keep it simple and focus on these key drivers
    • Audience (Size and Quality)
    • Offer (Excitement and Experience)
    • Placement (Find-ability, Relevance)
    • Virality (Share-ability, Talk-ability)
  • Facebook commerce has its own conversion funnel and certain tactics can be used drive people through the Facebook commerce conversion funnel
    • Liking with Limited – use scarcity, limited availability, limited editions, limited time to drive likes, shares and purchases
    • Quality over Quantity – don’t collect random likes but build a loyal community of genuine fans using authenticity, consistency, and great content
    • Getting Direct – your fans trust you and want to buy from you, so make Facebook a privileged VIP fan-sales channel
    • Friends get Benefits – use f-commerce to reward your fans for being loyal to your brand; get creative – beyond special fan-pricing with fan-first/fan-exclsuives
    • Be Regular – yep, “eighty percent of success is showing up.” (Woody Allen) – make fan-management a priority, and keep your fans engaged
  • Facebook fans can be segmented into different groups along a “Facebook Fan Engagement Spectrum” from “potential fans” up to “super fans”
    • Super Fans
    • Purchasing Fans
    • Advocate Fans
    • Engaged Fans
    • Potential Fans
  • Turning “potential fans” into “super fans” involves not only quality news and interaction, but using the set of engagement tools in Facebook
    • Surveys
    • Photos
    • Videos
    • Comments
    • Downloads
    • Commerce
  • The health of your fan-base can be measured in terms of
    • Reach – monthly active users, total fans, total fan network size
    • Interaction –  share-like-comment count, plays, page loads
    • Sales – conversion rate (from impression, in cart), cart size, purchase frequency, sales/fan
    • Referrals – referred members by fan, referred buyers by fan
  • The health of your content (whether you appear in your fans news feeds depends on Facebook’s EdgeRank algorithm and is influenced by three variables (see image)
    • Affinity (home much interaction you have with fans)
    • Weight (how much other fans interact with a post)
    • Time (how new the post is)
  • Success with Facebook commerce means realising you are in the content business – you need to create content that is
    • Fun
    • Engaging
    • Authentic
    • Responsive
    • Regular
    • Rich (Video/Photo)
    • Consistent
How to Get into a Fan’s Feed
The Anatomy of a Fan (click for full size)
Previous Gilt Gets its F-Commerce Groove On
Next Bootstrapped Social Commerce: New Group-Buy and Subscription Club Software


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  2. […] 原文地址:http://socialcommercetoday.com/speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-in… […]

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  4. […] 原文地址:http://socialcommercetoday.com/speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-in… […]

  5. […] 原文地址:http://socialcommercetoday.com /speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-i… […]

  6. […] 原文地址:http://socialcommercetoday.com /speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-i… […]

  7. […] 原文地址:http://socialcommercetoday.com/speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-in… […]

  8. […] 1.Moontoast Analytics:提供社群商務的分析報告,這是一個強大功能的社群平台數據分析報告,基本上提供了所有想要做社群商務的人以鳥瞰的位置去了解整個社群商務的趨勢,在這篇文章中與發佈的電子報告中,Moontoast簡單的告訴了大家一些最新的有關建構F-commerce(Facebook-Commerce)的要件,以及需要注意到的觀念,近來有很多有關F-commerce的資料都是由Moontoast發佈出來的,教你怎麼賣?就如同以前我們看過樂天提供的「樂天大學」一樣。 […]

  9. […] 原文地址:http://socialcommercetoday.com /speed-summary-moontoast-ebook-on-facebook-commerce-for-brands-with-i… […]

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