CommerceBrain.com CEO Yulia V Smirnova speaks on revenue opportunities for online retailers with Facebook marketing, social graph search based on current experiences and case studies of Eventbrite and Zappos. Making Sense of Facebook Search, presented at Internet Retailer 2013, June 4th, Chicago

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Making $ense of
Facebook Search
Type to search
for people,
places and
things

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Facebook -­‐‑ Goldmine

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Facebook data + features =
Amplifiers

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Same data pools (actions +
objects)
• Act as
multipliers
Your
model
Timeline
Newsfeed

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① Unique Data

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① Unique Data

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① “We mapped item
taxonomy to FB interests
“… people bought more unrelated
events and upsell skyrocketed.”

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① “We also mixed activity
data
• …we learned so
much “
• Activity more
accurate, up to
date, matches real
life experience
• next gen

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① “Future in social
…we are prepared.”
– Vipul Sharma,
Director of Data
Engineering
discovery”

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② Product Traffic Only

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② to Sales Heaven

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② Highway speed Sales

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② Qualified HOV lane

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② Zapwow gets 3K monthly
2,718
4,797
250
1,063
3,393
Nov-­‐‑12
Dec-­‐‑12
Jan-­‐‑13
Feb-­‐‑13
Mar-­‐‑13
Apr-­‐‑13

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② Zapwow gets 3K monthly
• 37.22 %
• 56.47% back to
Buy

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② Zappos confirms Uplift
• “Your sample is less than 1% and we
get 4X more…”
• 1.2M

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② How’s the HOV sales?
• 86 %of shopping sessions
• 2.6 %in same session CR
• 30K users (1.2 M X 2.6 %)
• $2.1M if average $70

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② Zappos
1. “Converts like email”
2. “80% paid, 20% owned”

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② Zappos
3. “We do shared interest
studies and social listening…
surprising insights for DM”
4. “We want to be real
&deepwith our customers…”

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③ Who else stroke Riches?

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③ Who else stroke Riches?
1. Petflow makes 10M from $200K
(28% traffic)
2. Blitzmetrics customers - Rosetta
Stone $6.5 for $1 spent
3. Badgeville (partner data expands
data solutions)
4. Wonder app, Yandex, RIP

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What else I can do
NOW?

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“You Might Like These
Customers “and INTEL

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Viral
Anything

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Help

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Models of FB $-­‐‑verse
Direct sell
Indirect sell
Unique offers
Genius -­‐‑ like
recommendations

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Hierarchy of Sophistication 1
Edge Rank
Look alike
audiences
Custom
audiences ads
Killer apps
Promoted posts
Page with
engaging content
search
feed

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Hierarchy of Sophistication 2
I read newsfeed
Relevant ads to me
Groups and what I
engage with
Shared public
photos, video, places
Interests
Likes
I search
I discover
I engage

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Facebook data + features =
Amplifiers

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Yes, Yulia but….

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Yes, Yulia but….

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Yes, Yulia but….

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We are being trained NOW
① Suggestive
prompts
② Classify your subs
lists
③ Mobile sleek
④ Photos auto sync
⑤ Classify emotions

38. 1
2
3
5

39. 23
4

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We are trained
to search…
① You might also like
② Related photos
③ Incentivized check-ins
④ Suggested posts
⑤ Recommended ads
⑥ Ratings
⑦ New savvy search

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We are trained to discover…
1

42. 2
31

44. We are trained to add data…

45. We are trained to add data…

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Social Science confirms
the trend
① Tech makes social capital easy to share
② We will share whole a lot more (cheap)
③ We will do so in structured ways
④ “We will be experts, locals everywhere …
info will travel with us everywhere we go…”,
Sam Lessin, Facebook

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Making $ense from
Facebook search
① SEO more complex
② Integrate with paid to max
owned and earned
③ Power tools required
④ Eventually, cheap or no ads
needed

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Which team YOU?

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Bonus = (email + like)
① Extra on best Facebook marketing
(tools, pages, top 10 strategies, costs) and optional
free 20 min Skype call with Yulia on your questions
② Expedited invite to Graph search
③ Free upcoming
ecommerce Kindle
book (publishing in October 2013 and
free limited to special audiences)

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CommerceBrain flips
online stores to profit
Yulia V Smirnova
CEO and Founder
commercebrain.com
contact@commercebrain.com
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