Facebook Commerce Tips from a UK Retail Brand: the Phones4U ‘Like’ Cycle

Cross posted from our social commerce industry blog SocialShopkeeper.com:

Phones4U- Like Us - Facebook Commerce Tips from a UK Retail BrandJeremy Waite (@jeremywaite on Twitter), Head of Social Media at Phones4U and author of ‘Sex, Brands & Rock’n'Roll‘ shares some invaluable tips on Facebook commerce and fan engagement and its impact on the Phones4u brand.

Coming at a time when UK retail brand social commerce case studies are thin on the ground, the full slide deck, titled “How do you develop a conversation strategy?” and delivered at last month’s Figaro Social Media Marketing Conference is incredibly illuminating.

The slides detail Phones 4u ‘Like’ Cycle, a five stage process that evaluates the cost of acquiring Facebook fans and the value they bring to the business.

Phones 4u ‘Like’ Cycle

  1. What is the actual cost of a ‘Like’?
  2. What types of ‘Likes’ do we want?
  3. What are we going to do with them?
  4. How are we going to keep them?
  5. What is their value to the business?

It’s worth pointing out that Phones4U’s engagement model on Facebook does not include a Facebook shop in the purest sense.

Phones4U fans are offered Facebook-only weekly deals via links which direct potential customers to the Phones4U website to complete the transaction.

Most of their engagement activity would generate regular sales in a full Facebook storefront if they make the option available to their customers, I suspect.  It is one of the best deployments for this particular sector in the UK.

The presentation ends with a staggering assessment:

Phones4U’s Facebook fans could be worth £10.5m per year (£96.10 per fan)

What do you think?  Would Phones4U’s success with fan engagement translate to sales in a Facebook store if the option were available?

Please share your thoughts in the comments.

Here’s the full slide deck:

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  2. 75% of UK Facebook Users Would Not Purchase a Product or Service from a Brand’s Profile page
  3. North West Brands Leading the Way in Social Commerce
  4. Hey Facebook! I’d Gladly Pay Not To See Any Social Ads
  5. How To Sell Anything On Facebook (eBook)

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