FashioningChange provides people the option to sign-up with e-mail or with Facebook. Almost 40% of FashioningChange users sign-in with Facebook. When they do we’re able to include their Facebook Interests and Likes in the building of their ‘Changing Room’. The user’s ‘Changing Room’ is the recommendation engine portion of FashioningChange. It correlates expressed user preferences via our profile quiz, on-site user behavior, and Facebook Interests and Likes to make personalized product recommendations.
Early on we A/B tested the difference in asking for the minimal amount of information offered by Facebook and the most information we could access there was little drop off between the levels so naturally we asked for the most information we could get so we could make better, more personalized, recommendations. Today, if someone logs in with Facebook, FashioningChange can recommend products to a user if they like ‘Surfing’, ‘Lady Gaga’, ‘BBQ’s', etc. It’s super fun to see how products relate to Facebook Interests and Likes and how this experience engages shoppers.
USE FACEBOOK INTERESTS AND LIKES TO LEARN WHO YOUR CUSTOMER IS (CRAZY INSIGHTS)
Until we really looked at Facebook Interests and Likes I had no idea who George Takei was (sorry George). I quickly learned who he was when we realized, via the data, that if someone signs up for FashioningChange and they like George Takei they are in the highest percentile of people who are likely to convert into a customer. Craziness!
This type of information is helpful not only to understand what makes your customer tick but for audience reach. If you run ads on Facebook you can use the information to run ads to groups of people that have certain overlapping interests thereby helping you to acquire more customers.
BUILDING A CUSTOMER PROFILE VIA FACEBOOK INTERESTS AND LIKES
At FashioningChange we were obsessed with understanding the customer and why they liked us. We were obsessed because the more information we had the better experience and service we could provide them. As such, we sought out to understand the profile of the user that signed up with Facebook and converted into an active customer. Through the use of Facebook Interests and Likes we were able to understand what made our customer tick. What we found, through the review of Facebook Interest and Like data, was that she was 21 -40, socially minded, informed, like indie things but also like mainstream style, cared about what she ate, and like progressive entertainment.
As we sifted through the detailed attributes above we came to realize that this customer profile reflected the consumer that shops at The GAP, Inc. (who represents $1.5 billion in annual online transactions (just at The GAP):
The customer profile above gave us the ability to both provide a better user experience and acquire more customers through focused targeted channels.
Facebook is just one example of a data source you can use to understand who your customer is. Once you have the data to understand who your customer is there are other things you can do to build a stronger relationships with your customers grow your company.
Have you used Facebook Interests and Likes to understand your customer? If so, we’d love your insights. Share them below.