Many brands have tried to nail it, but replicating e-commerce sites on Facebook doesn’t work. At least according to Nokia and Heinz.
At Facebook Marketing 2012 speakers from both brands said that while Facebook can be used as a platform for offering fans exclusive or limited edition products, it is a mistake to simply repliate existing storefronts.
We Are Social marketing director Tom Ollerton highlighted two Heinz case studies where the FMCG brand had used Facebook as a platform to sell new products to its fans.
Heinz wanted to sell just over 1m bottles of its limited edition Balsamic Vinegar Ketchup, so We Are Social recommended that an intial run of 3,000 bottles be sold exlusively through Facebook to build excitement around the launch.