BN.com Gift Guide

F-Commerce Handbook

Overview

The 10 Secrets to Selling on the World’s #1 Social Network

Facebook is the perfect tool for reaching out to customers. Now, you need to take the next step and make it pay by selling on Facebook.

The f-Commerce Handbook shows you how. From the co-editors of Social Commerce Today, The f-Commerce Handbook delivers practical guidance, proven strategies, and best practices to profit from Facebook as a direct sales ...

See more details below
Paperback
$8.88
BN.com price
(Save 11%)$10.00 List Price
Other sellers (Paperback)
  • All (8) from $5.03   
  • New (5) from $8.80   
  • Used (3) from $5.03   
F-Commerce Handbook

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK 7.0
  • Samsung Galaxy Tab 4 NOOK 10.1
  • NOOK HD Tablet
  • NOOK HD+ Tablet
  • NOOK eReaders
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$8.99
BN.com price
(Save 10%)$10.00 List Price

Overview

The 10 Secrets to Selling on the World’s #1 Social Network

Facebook is the perfect tool for reaching out to customers. Now, you need to take the next step and make it pay by selling on Facebook.

The f-Commerce Handbook shows you how. From the co-editors of Social Commerce Today, The f-Commerce Handbook delivers practical guidance, proven strategies, and best practices to profit from Facebook as a direct sales channel.

The f-Commerce Handbook reveals ten smart but simple secrets for running profitable sales events on Facebook, all designed and proven to build your business and monetize your efforts.

  • Capitalize on impulse purchasing
  • Get customers emotionally involved with your product
  • Use social media as an “experience delivery mechanism”
  • Create powerful social incentives
  • Make customers feel indebted to buy from you

Facebook is the selling tool of the future. Start building your f-commerce strategy now, and start making Facebook pay today by turning “Likes” into “Buys.”

Read More Show Less

Product Details

  • ISBN-13: 9780071806138
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 6/1/2012
  • Edition number: 1
  • Pages: 96
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.20 (d)

Meet the Author

Dr. Paul Marsden is a social psychologist and digital ethnographer working with the advertising group WPP on the impact of digital technology on our lives.
Paul Chaney provides Internet marketing and social media consulting services to small- and medium-sized businesses, agencies, and nonprofit organizations.

Read More Show Less

Read an Excerpt

THE F-COMMERCE HANDBOOK

10 SECRETS FOR UNLOCKING THE SALES POTENTIAL OF FACEBOOK


By PAUL MARSDEN, PAUL CHANEY

The McGraw-Hill Companies, Inc.

Copyright © 2012Paul Marsden and Paul Chaney
All rights reserved.
ISBN: 978-0-07-180613-8


Excerpt

CHAPTER 1

SECRET 1

PLAY THE IMPULSE GAME

The only way to get rid of a temptation is to yield to it.

Oscar Wilde


THE PERFUME RING

Sophie just made an impulse purchase. A cocktail ring from Dominican fashion designer, Oscar de la Renta. It was a Facebook exclusive, an offer made only to fans of the brand. And it cost just $65, a fabulous price, considering that you won't get much change from $1,000 for the typical Oscar de la Renta creation.

The ring itself was special, containing a solid concentration of Esprit d'Oscar, the brand's recently launched signature fragrance, a delicate citrus-sandalwood perfume capturing "the essence of femininity—re-imagined." With runway credentials, the perfume ring had been featured on the fingers of fashion models showcasing de la Renta's latest collection.

So when Sophie, a dedicated follower of fashion, caught wind in her Facebook News Feed that Oscar de la Renta had opened a temporary pop-up shop on its Facebook page to sell the perfume ring, she clicked through and bought on impulse.


COMMERCE MINDSET

In the world of commerce, the impulse purchase market is huge. It's 40 percent huge. Around 40 percent of everything we buy is the result of an unpremeditated spur-of-the-moment emotional impulse. An impulse purchase happens when we buy spontaneously and opportunistically based on emotional appeal. We may like to think that we are level headed, rational beings, executing well-thought through, pre-planned behavior. But retailers know better. They know we are impulsive and emotional, making unintended, unreflective, and unplanned purchases.

Impulse purchasing is good news for selling on Facebook because, right now, very few people are using Facebook as an app for shopping. Like Sophie, most people use it as an app for connecting and communicating with the people in their lives, not for shopping. While shopping and connecting are not mutually exclusive—indeed shopping can often be the excuse for socializing—Facebook has yet to be associated with this kind of activity. Perhaps one day this may change, as Facebook evolves from app to app platform, supporting a range of apps on its social operating system. But currently, because people aren't using Facebook to shop, in order to sell there, you have to face the prospect of selling to people not looking to buy. And that means selling an impulse purchase.

Fortunately commerce has a lot to say on how to sell on impulse purchases. First, whom to sell to? While we all buy on impulse, research shows that some people tend to be more susceptible than others:

Women

Those under 40

The affluent

Those with disposable income

Those who enjoy shopping

The individualistic

The materialistic

Those looking for self-betterment


If a number of these characteristics describe your customers, then you have a good chance of success in selling on Facebook. These people tend to buy on impulse, and some of them do so compulsively, wherever they are and whatever they are doing. In extreme cases, they may even have a condition known as CBD (compulsive buying disorder), and become onomaniacs (literally, mad shoppers). But we're all susceptible to buying on impulse, and there's even a simple nine-question test known as the Impulse Buying Scale that we can use to find out just how susceptible we are to impulse purchasing.

The commerce mindset also tells what kind of products tend to be bought on impulse, that is, the kind of products you should be selling on Facebook. Impulse purchases tend to be products with one or more of the following characteristics:

They make us feel good

They offer us good value

They make us look good


Products that make us feel good are known as hedonic goods, experiential purchases that offer fun, fantasy, pleasure or excitement. Do you sell any such products? If so, then selling them from your Facebook page could work for you.

From the impulse buy of a chocolate bar at the supermarket checkout to the purchase of a credit to play a Facebook game, hedonic purchases are usually non- necessary and discretionary from a purely functional perspective, but they tend to have emotional utility and offer sensorial rewards. In other words, they make us feel better. Think flowers, music, fragrances, feel-good movies, games, and comfort food. Or a perfume ring.

A second class of product also tends to be purchased on impulse, goods presenting themselves as exceptionally good values. Even when we are not shopping, we are heavily influenced by a consumer culture that works on the principle of value maximization. This means that we are constantly trying to get more for less in pretty much everything we do: work, life, love and, yes, shopping. When more is offered for less, even when we're not shopping, we buy on impulse. And so Sophie felt an irresistible urge to buy the $65 designer ring from a creator associated with $1,000-plus price tags.

More generally, what this means is that selling on Facebook is most likely to work when you offer promotional incentives, such as bonus products or price discounts to trigger the impulse purchase. But the smart trick is to think outside the price-volume box with value maximization. It's not just about offering more product for less money, but about offering more benefit for less cost. And benefits and costs come in a number of distinct flavors: economic, functional, psychological, and social. This gives you more levers to play with than simply price-volume tweaks. What kind of big benefit could you offer exclusively on Facebook?


SOCIAL MINDSET

In addition to products that make us feel good and that offer exceptional value, impulse buys include purchases that make us look good to others. A perfume ring from a fashion designer is worn not just for personal enjoyment; it is worn to make us look good to others.

From a social mindset, this kind of impulse purchase has symbolic value and social utility, insofar as it helps us communicate to others who we are and what we stand for. It helps us stand out from the crowd as individuals or fit in as members of groups with which we identify. You wear Oscar de la Renta? Then that says something about you. It's a status symbol that has social utility in the form of badge value, signaling to others our position, membership, and rank in a social hierarchy.

Many fashion, luxury, sports, and music purchases are made as much for their social utility in managing a public image as they are for personal enjoyment. Do you, or could you, sell any such image-management products? These are the products that are bought on impulse, and perhaps the most suitable for selling on Facebook.

From a social mindset, there's one further impulse-purchasing opportunity to consider for f-commerce. Often the social value of our purchases, the ability to make us look good to others, is not limited to what we buy, but how we buy. A product that has little intrinsic symbolic value, say diapers, can have real social currency when others don't have access. As we'll see in the chapter on scarcity, when the diaper brand Pampers began selling from its Facebook page, it sold at the impressive rate of over a thousand packs per hour. The secret? The new range was not yet available elsewhere; Pampers was offering a Facebook exclusive.

In doing this, Pampers wasn't really selling diapers—the brand was selling social utility in the form of get-it-first bragging rights. In other words, a Facebook first sales strategy can turn a commodity product into a prestige buy
(Continues...)


Excerpted from THE F-COMMERCE HANDBOOK by PAUL MARSDEN, PAUL CHANEY. Copyright © 2012 by Paul Marsden and Paul Chaney. Excerpted by permission of The McGraw-Hill Companies, Inc..
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Read More Show Less

Table of Contents

Contents

INTRODUCTION: F-Commerce Reloaded          

SECRET 1: Play the Impulse Game          

SECRET 2: Involve Them          

SECRET 3: The Experiential Imperative          

SECRET 4: Incentivize Intelligently          

SECRET 5: Sell with Scarcity          

SECRET 6: Build Consistency          

SECRET 7: Reciprocity Rules          

SECRET 8: Social Validation          

SECRET 9: Arm Yourself with Authority          

SECRET 10: Like and Be Loved          

APPENDIX 1: Facebook E-Commerce Apps and App Developers          

APPENDIX 2: Facebook E-Commerce Timeline          

Notes          


Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)