In preparation for Danny Sullivan's article "Has Facebook Become The Master Key To Unlocking The Web?", Facebook shared a variety of compelling data point that tell us what we already know... when done right, social is an amazing lever for acquisition, engagement and conversion. There are great tidbits about how Facebook has helped a variety of websites / verticals, but the commerce data is particularly interesting. I've been privileged enough to see ShoeDazzle build a truly social commerce experience and the power that has on brand, marketing and engagement.
Here are a select few examples (including mentions about ShoeDazzle). You can read all examples here.
Levi’s saw a 40 times increase in referral traffic from Facebook after implementing the Like button in April 2010 and has maintained those levels since.
American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors
Children’s clothing retailer Tea Collection added the Like button to sale merchandise and saw daily revenues increase 10 times.
ShoeDazzle also lets people login to its site using Facebook, and Facebook-connected users were 50% more likely to make repeat purchases every month than average shoppers.
When a Ticketmaster user posts a specific event they are attending, or may want to attend, to Facebook, it generates $5.30 of direct ticket sales
Eventbrite reports that a link shared on Facebook is worth $2.52 in ticket sales
The Like Button is a common and key component to making products social. And I have written before about the efficacy of Facebook's Facepile (see here). Here are a few tips (relatively straightforward) from Facebook to drive 3-5x the Like's:
Versions that show thumbnails of friends are used. They allow people to add comments. If they appear at both the top and bottom of articles. If they appear near visual content like videos or graphics.
Also worth mentioning, ShoeDazzle celebrated their 1,000,000th Facebook fan yesterday... quite a milestone: