Cross posted from our social commerce industry blog SocialShopkeeper.com:
Jeremy 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
- What is the actual cost of a ‘Like’?
- What types of ‘Likes’ do we want?
- What are we going to do with them?
- How are we going to keep them?
- 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:
- Rich Pickings for the Only Top 5 UK Retailer Selling on Facebook
- 75% of UK Facebook Users Would Not Purchase a Product or Service from a Brand’s Profile page
- North West Brands Leading the Way in Social Commerce
- Hey Facebook! I’d Gladly Pay Not To See Any Social Ads
- How To Sell Anything On Facebook (eBook)