The big YAWN of Social Media

How to really use Social MediaTo drive Sales & Loyalty

July 2010

The

Wake Up

Facts first……..

1. Facebook membership is MASSIVE – approx 8 million monthly active users in Australia

2. Facebook users spend 2 ½ X more time on other sites compared to non-Facebook users

Nielsen 2010 Internet & Technology Report

Now the BUT……..

1. 51% of consumers think social advertising is annoying & irrelevant

2. Facebook branded pages are not attracting viewers with half of advertiser’ profile pages attracting less than 1,000 friends (average in Europe is 6,494)

1. IDC 2. Jupiter

The

Wake Up

Weber Shandwick

Weber Shandwick

Weber Shandwick

What you need to know is Facts …

83% of consumer’s research online before purchasing

84% of consumers are looking for product reviews

81% of people use consumer reviews in their purchasing decisions

33% are dissuaded from buying a product after reading just 2 negative reviews

75% would be deterred from buying after 3 bad reviews

More than half of consumers said they spent 10 minutes or more reading reviews before deciding to purchase

Positive consumer generated reviews can have an impact on offline behaviour, with 24% using online reviews prior to paying for a service delivered offline

When it comes to purchasing….

E-consultancy Internet Statistics report

Now you have the facts what to do?…..

Who loves you?

Find them

They will be a basic 3 C’s profile

Connected Charismatic & Credible

Their DNA is unique over more characteristics, with a strong digital footprint

They will be very small in number

They may be your few Facebook fans now

Make it easy for you & us

Engage them, don’t enrage them

Use personal social skills

Think relationship value, not transactional value

Recruit them

Give them great content (ask for their input)

Let them distribute it in their own way

Keep the relationship love going

Make it easy for you & us

Advocacy

Recognition NOT RewardRelationship NOT TransactionLong Term NOT Campaign-led

Integrate into your CRM systems

BENEFITS

1.VIRTUAL FOOT SOLDIERS SPREADING THE WORD

2. CONTENT DISTRIBUTION CHANNEL

3. PEER TO PEER RECOMMENDATION

4. IMPROVES LTV OF CUSTOMERS

5. LIVE FOCUS GROUP

BENEFITS

1.VIRTUAL FOOT SOLDIERS SPREADING THE WORD

2. CONTENT DISTRIBUTION CHANNEL

3. PEER TO PEER RECOMMENDATION

4. IMPROVES LTV OF CUSTOMERS

5. LIVE FOCUS GROUP

Social media Still stuck on The big YAWNS!

Well use them in context!

What is your content in context strategy?

Do you have a recruitment strategy?

How can Facebook drive advocacy? ……its not your fan page – its “my” Facebook profile you want to be TALKED about on

If you have few fans – how does it affect your brand perception?

Why not post a ratings & review widget on your Facebook presence, link it to your site and other review sites

Wake Up Basics

Wake Up Basics

- “Brands use Twitter effectively by approaching the process as a hybrid of customer service and marketing” (Biz Stone, Co-founder, Twitter)

If you do nothing elseAt least do this on your site …

Fi BendallDirectorfiona@bendalls.com.au

+61 2 9948 0007+61 (0) 431 032 426

Twitter: @FiBendallSykpe: FiBendall

www.bendalls.com.auwww.digitalintelligence.com.auwww.getsocialadvice.com