Harnessing the power of LIKE

© 2012 WIPRO LTD | WWW.WIPRO.COM 1

Harnessing the

Power of "Like"

on Facebook

Enabling Intelligent Insights for Retailers


Harnessing the Power

of Facebook "Like"

HIGHLIGHTS

After a decade of e-commerce evolution,

elements such as sentiment and emotion,

which were missing earlier in online

shopping, are now recharging B2C e-

commerce as technology equips customers

with new and revolutionary capabilities.

Retailers are learning how to understand customers

better. Using data and analytics, they are

generating new and never-before insights into

customer preferences, behavior and sentiment.


Put Yourself in the Shoes of the Shopper

Customers are inundated with

a flood of marketing messages.

They don’t have the time to sift out the

relevant information.

The messages go ignored

The solution:

Put yourself in the shoes of the Shopper!

How can a retailer understand customers’ preference and intent?

How can the retailer tell if the customer is a casual browser?

How can a retail understand whether a customer is looking for a

specific item? Or is just researching prices?


The Solution

Understand the customer better

Drive deep personalization

Move marketing from being product centric to being

customer centric

Surprise the customer by offering exactly what

he/she is looking for

Using the vast amounts of available data – called Big Data –

retailers across the Internet are turning shoppers into

loyal customers.


Going Social Before Going Shopping

Social networks are becoming the

perfect environment for shoppers to

acquire product information, honest

product feedback from users, pricing

data, comparative products, deals, after

sales service level details etc.

Online social networks have the ability

to break down geographical

communication barriers.


A Deeper Examination of Social Networks


The Power & Magic of "Like"

With the growing popularity of

the LIKE button, retailers have

begun to embed the LIKE button

on their websites. To engage

customers at a very basic level.

Retailers should learn to capture

a LIKE and interpret that as a

display of interest by the

shopper.

Along with the click, Facebook

creates a record of the link, the

user who performed the action,

the LIKE action and the time of

the action. These are called

Open Graph Tags.

Open Graph can throw up

intelligent insights based on user

activities which in turn can help

address each user uniquely.


Extending the Idea of "Like" to "Try" / "Own"

Facebook provides the flexibility to define the actions a user can perform. A retailer can

pick one or all of the following actions to include on the web page or with a specific object

on the web page: Try, Like and Own. Shoppers can then click on the appropriate action.

Here is an example:

Insights can be mapped against the shopper on the retailer’s enterprise information

systems and used in creating targeted and personalized campaigns.


Conclusion

Effective utilization of Facebook Open Graph

features will give retailers an extended platform

to better understand their shoppers’ interests

Facebook Open Graph enables retailers to

establish & extend the much needed customer

connect to create a win-win situation

With the recent launch of the "WANT" button,

Facebook is helping retailers step up their

efforts around one-to-one marketing

These are exciting times ahead!


For more details please visit the link below:

http://www.wipro.com/Documents/insights/Harnessing_the_

Power_of_like_on_Facebook.pdf

http://www.wipro.com/Documents/insights/Harnessing_the_Power_of_like_on_Facebook.pdf




Wipro set up the Council for Industry Research, comprised of domain

and technology experts from the organization, to address the needs of

customers. It specifically surveys innovative strategies that will help

customers gain competitive advantage in the market. The Council, in

collaboration with leading academic institutions and industry bodies,

studies market trends to help equip organizations with insights to

facilitate their IT and business strategies.

For more information on the Research Council visit

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