March 23, 2011, 11:21 AM

Putting a good face on Facebook

Community building is one key to success, says an IRCE speaker.

Lead Photo

James Keller

Web retailers can successfully embrace social media by being authentic and looking for the best opportunity to enter a conversation on Facebook, says chief marketing officer James Keller. He will speak at the Internet Retailer Conference & Exhibition in San Diego during the Social Marketing Workshop on June 17 from 1:15 p.m. to 2:45 p.m. in a session titled “What e-retailers need to know about Facebook.” has created a successful Facebook page by providing a mix of relevant content such as pertinent product information, links to appropriate blogs and shoes of the week specials that feature incentives such as free shipping, says Keller. “Our success with Facebook has come less from looking at it as a traditional advertising platform, than as a place to communicate with our customers and build community, as well as in finding authentic ways to get in the flow of things that people like to do on Facebook,” he says.

During his session Keller will provide attendees with solid advice and best practice information that will demonstrate how retailers can use social media and social commerce as effective merchandising tools. Under each new posting of a conversation on its Facebook page,, No. 77 in the Internet Retailer Top 500 Guide, gives readers multiple ways to create a larger conversation or purchase a popular item by including links and tools that give people options to read similar content. Consumers also can view different product tags on the page, subscribe to more content or become a friend.

“I plan to talk about the things we’ve learned and to focus on specific campaigns we’ve run in relationship to Facebook games, including the ways we’ve been able to integrate this into the Shoebuy site experience and take it full circle back to social sharing by our customers via Facebook news feeds,” says Keller. “Similarly, we’ve been experimenting with opportunities to leverage affinity for Facebook activities via other marketing channels and look forward to sharing some data on that.”

Internet Retailer’s editors asked Keller to speak because his career has included business and policy roles in technology industries and has focused on the development of products and markets in emerging online categories. In addition to his roles in the software and services industries, he was the director of Innovation Programs at the Cambridge-MIT Institute, a joint venture between the Massachusetts Institute of Technology and Cambridge University. He has also served as a Fellow at the Berkman Center for Internet and Society at Harvard Law School, and the associate director of the Harvard Information Infrastructure.


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