Integrate your offer on Facebook. You create a product catalog on your company page, where they can place the entire order and close the purchase process. The product offer does not have to be the same as the one you have in your store. What's more, the ideal is that it is not (we already said this when we talked about how to promote recommendations and this is corroborated by the examples below).
When it comes to charging, you can do it within the network or in your usual store (you redirect them to your online store). Which of the two options is the best? Without a doubt, the ideal is that they do not have to go outside. But, the second choice “can be a solution until people get used to buying in a new environment like Facebook. Selling in networks, as in online commerce, depends on the ease with which the user can make the purchase and on trust. Both are important ”, explains Christian Rojo, Fanquimia's project manager.
What you cannot forget in this case is to generate community between the two stores, bringing fans from the usual web and vice versa. How? Applying all the social buttons you can to your business (we explain it on the pages dedicated to technology).
An exclusive store in this network. It's about creating your business from scratch. It is a simple solution, if you do not have an online store and you are going to create your business from scratch. Does it make sense to be on Facebook without having an outside presence? For some SMEs it can be an advantage due to the ease of reaching potential clients with less cost than if they created a business outside the social network. Of course, you must bear in mind that "Facebook is not entirely free, it requires investment of time to attract fans, talk, interact, offer added value ...", says Fernando Aparicio, Director of Social Commerce at Amvos Consulting. In short , customers are not going to arrive alone. No more. “The younger your audience, the more likely they are to be interested in buying on Facebook. And, in general, niche or thematic products are the ones that best fit with the philosophy of networks. If you already have a community or can generate one around a series of common hobbies or values, it will be easier for that community to want to make social purchases, because it will find people who advise it, it will share future experiences, because it will feel part of something bigger, ”says Rojo.
Privalia: one and a half million fans-clients
The 10% of customers who buy at Privalia do so through Facebook. “What we are selling on this network is very important to us.
And not in an anecdotal way. It is an important sales channel ”, says Alfons Claver, Privalia's director of global communication.
Without a doubt, Privalia's is the best example of the feedback that is generated between the traditional website of an online business and its business on Facebook. Privalia has three million members (who receive their offers via email) and one and a half million fans. They are communities of different clients, although logically, all fans are partners. Why did you decide to open a store on Facebook if you already had your business online?
Capture channel
“Facebook is a very important recruitment channel. There is a good percentage of the public of our age groups who spend the day there. If your audience is there, you have to be ”, adds Alfons Claver.
“It is an audience that we cannot capture through other channels. Or if we did, it would be at a much higher cost. Facebook is a cheap recruitment channel ”, he continues.
Very active public
Of course, if it were only a recruitment channel, they could have been limited to the Fan Page, like most companies. But the results since they created the store on Facebook in May 2010 confirm the importance of opening the sales channel: “When we offered the possibility to buy, the number of fans on Facebook skyrocketed. In a month and a half, we had multiplied it by four and at the end of the year, by 11. People really want to do things and not just see a page where you simply publish statuses ”, adds the communication manager of the Privalia firm.
Another of the great advantages of Facebook is that the fans that are obtained are very similar to the conditions of the company, as shown by the fact that the 60% of those who come to the Privalia.com website from the Fan Shop end up buying.
“I only see positive sides to it: there is a young audience, very proactive, generating a lot of feedback and that, in addition to providing us with one more sales channel, offers us the possibility of conducting market studies almost immediately. They propose campaigns, brands, exchange information with each other ”, adds Claver.
Of course, to achieve these levels of activity, you have to offer privileges. "We offer them in advance the products that we are going to send to others the next day: exclusive products ... You cannot sell the same things or with the same conditions."
Fountain:
www.emprendedores.es
Pilar Alcazar
No Comment