Graphite was designed to easily integrate with marketers’ existing channels and marketing systems, and it keeps shoppers in the Facebook environment until the very last step, the request for credit-card information to complete the transaction, which is handled via the retailers’ existing websites and storefronts.
8thBridge Founder and Chief Executive Officer Wade Gerten said 82 percent of customers using its platform were not comfortable sharing their credit-card information via Facebook, but keeping customers within the social network’s environment for as long as possible is vital for marketers, as 90 percent of shopping that occurs on Facebook is a result of friend-to-friend sharing, and Graphite brings that sharing functionality to online stores and websites in the form of what it calls shoppable stories.
Launch partners for Graphite include American Apparel, Avon/mark, Deb Shops, Elle, Guitar Center, Hallmark Cards, Hayneedle.com, Musician’s Friend, Nasty Gal, Nine West, Oscar de la Renta, Plum District, Toms, and Woodwind & Brasswind.
Want, own, and love are action verbs being used by most of 8thBridge’s Graphite launch partners, and other unique examples of action verbs include:
- Deb: I want, ask a friend, I’m wearing
- Guitar Center: play
- Hallmark: tearing up, smile, LOL
- Nasty Gal: neeed (the extra e is not a typo), gimme, and three hearts
- Oscar de la Renta: wore
Gerten said the fact that 57 percent of Facebook users who liked products were already owners of those products spurred the push toward social sharing and use of open graph action verbs, adding that data from its interest graph on actions by Facebook users can be used to create promotions such as sending emails to shoppers who have expressed interest in a product if that product goes on sale, but not sending the same emails to users who already own the product.
The interest graph data can also be used by marketers to select enhanced product recommendations based on users’ tendencies.
8thBridge was behind the first product ever sold via Facebook, a floral “birthday cake” from 1-800-Flowers.
Gerten said in a press release:
This is the most significant innovation in social commerce since 8thBridge created the category in 2009 when we completed the first sale on Facebook. We believe Graphite will usher in a new era of social commerce by making it easy to integrate social shopping capabilities into existing channels.
Chief Product Officer Jon Kubo added:
Real social commerce scale required it to move from its point solution beginnings to a more integrated approach. Until today, this integration required too much internal technical support to accomplish it. Graphite solves this problem by making multichannel social commerce as easy to implement as the Facebook like button.