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Business & Social media : How to achieve 5 business objectives ?
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Transcript of Business & Social media : How to achieve 5 business objectives ?
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Author: Jean-Francois MESSIER
How can social media increase
your business success?
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This document is part of the “Social Media and Business” series by JF MESSIER
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to use social
media for business?
1.Branding
2.Research
3.Customer retention
4.eCommerce
5.Lead generation
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#1
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1. Branding
To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
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1. Branding
They show pseudo-cool hiphop-ish parents, called the “Sienna Family”, and their Swagger Wagon on
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1. Branding
8 million views
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1. Branding
182,500 shares
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1. Branding
Heineken makes excellent use of social
media by sharing (really
funny) videos and
photos of events,
sponsoring
contests and
asking questions.
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1. Branding
700,000 fans
Heineken makes excellent use of social
media.
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1. Branding The Blendtec campaign is based on using unblendable objects to test the blender’s abilities.
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1. Branding
17.1 million
The videos were created with rudimentary props and shot in the Blendtec break room, but they are fun.
views
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1. Branding
initial outlay
http://ezinearticles.com/?Social-Media-Case-Study:-Blendtec&id=5321029
17.1 million views
$100
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Coca-Cola fan page:
# of fans
14 million
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#2
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2. Research
Many companies are using social media as a tool to do simple, anecdotal research.
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70,000 ideas
in the first year
gave their
consumers
a
2. Research
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product ideas 50,000
2. Research
gave their
consumers
a
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2. Research
Ask your visitors to leave
suggestions in your
comments section.
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2. Research
Use the tools from
to include polls and surveys
in your eNewsletter.
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#3
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3. Customer Retention
It costs
to times as
much to acquire a
new customer…
…as it does to keep
an existing one.
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3. Customer Retention
It costs
So it would be
smart to use social
media as a tool to
keep customers
loyal and
engaged…
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’s IdeaStorm is an online community that allows users to submit ideas for new products or improvements to existing ones
30% drop in negative sentiment!
3. Customer Retention
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3. Customer Retention
noticed that people were complaining about the company on Twitter.
They started tweeting back to the disgruntled customers.
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3. Customer Retention
Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.
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3. Customer Retention
on April 8, 2008,
set up a account
users in need.
and helped
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3. Customer Retention
Airline companies use
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3. Customer Retention
to make it easy to build relationships, not only with other customers, but with the airline itself. Happy customers means returning customers, and it appears that Virgin America gets that.
Virgin uses
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3. Customer Retention
Many people travelling make memories. So it just makes sense for , a photo sharing community, to be part of the social media tools being used.
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3. Customer Retention
Jet blue uses
3,777 items
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3. Customer Retention
and caused a huge buzz.
Delta uses
2 million views
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3. Customer Retention
“Admirers dubbed the 33-year-old Atlanta woman “Deltalina,” a combination of the airline’s name and Angelina Jolie, who they say she resembles.”
2 million views
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3. Customer Retention
In 2009 , because of
the Icelandic volcano,
KLM was the first
airline to use
to offer people an
alternative
channel to rebook
their flights.
&
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3. Customer Retention
In 2009 , because of
the Icelandic volcano,
KLM was the first
airline to use
&
59,000 followers
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3. Customer Retention
If you spend any amount of time on Twitter it is hard not to notice somebody talking to or about airlines.
Southwest Air uses
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3. Customer Retention
They use it a number of ways…
Travel advisories
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3. Customer Retention
Customer service
Pointing followers to interesting posts….
Regular fun chit-chat
Informing SouthWest customers of great places to eat during layovers or delays
They use it a number of ways…
Travel advisories
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#4
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’s ROI just for sending out a tweet might look something like this:
50,000
$25,000
1.5 million
500
50
followers who see the tweet
in sales: 50 purchases x $500
followers
followers who click on the link
purchasers based on the tweet
4. eCommerce
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By the end of 2009, had
generated
in sales from alone.
4. eCommerce
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#5
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5. Lead Generation
The hook is
the
you share
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5. Lead Generation
is like fishing
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matters
5. Lead Generation
The fishnet
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The fishnet
5. Lead Generation
you share
Value
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The fishnet = Value
5. Lead Generation
you share
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5. Lead Generation
Value
Push and
audience pull
to your fishnet
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5. Lead Generation
Value
Push and
audience pull
to your fishnet
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5. Lead Generation
Value
Remove barriers
to entry. People are lazy.
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5. Lead Generation
Value
Tweet the titles of all
articles you have
written, and each URL,
so your followers
can find them easily.
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5. Lead Generation
Value
Use Twitter as a way to grow your networks on other social media
channels.
It can be the hub of your social media wheel, with each channel a spoke.
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5. Lead Generation
Value
Tweet 80% content your readers will find helpful and 20% self promotion. A good
mix will get you farther than 100%
promotion.
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5. Lead Generation
Value
Follow people who
retweet your content
in order to build
relationships with
people who value
what you share.
Find out who is tweeting your links with Backtweets http://backtweets.com/
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5. Lead Generation
Value
People are lazy.
Don’t do this.
Don’t ask people to
fill out 10 fields of
personal information.
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5. Lead Generation
Value
People are lazy.
Do this.
Make it easy
to get started.
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5. Lead Generation
Value
People are lazy.
Or this.
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5. Lead Generation
Value
People are lazy.
Not to many !
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No engagement
Value
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Increasing engagement
No engagement
Value
Value
Value
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High engagement
Increasing engagement
No engagement
Value
Value
Value
Value
Value
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Build
relationships.
Share ideas and
info with people
who have similar
interests,
and then meet
them offline.
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Synthesis
Branding:
Research:
Customer
retention:
eCommerce:
Lead
generation:
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Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal Chia - Digital Media Strategist - http://www.slideshare.net/malchia
The Mobile Internet Report, Morgan Stanley, December 2009
Internet Trends, Morgan Stanley, April 2010
The 5 components of a complete social media program, Adam Kleinberg - CEO of Traction, November 2010
IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert faase
The Future of Social Media, Tom Ollerton,
Rewind 2010 Social and digital media, www.paratuscommunications.com
Social Media Communication, slideshare
Social Business by Design, David Armano - Dachis Group
Social Media for Business, PresentationAdvisors
WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf
Five Tips for Landing Page Optimization, Tom Wentworth
Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David Hallerman
5 steps to exploring social media using visualthinking, Jocelyn Wallace
Social Media and you, Dani Nordin
N2 Social media HUB 101, What is social media really about?, Riku Vassinen
Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark Brundage
Search + Social:How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-founder SEOmoz, December 2010
Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang - Industry Analyst
The Future of Social Media, Graeme Wood
Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet),
The Social Graph Call, Wedbush Securities, November 2010,
NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER
Social Media @ FORD, Scott Monty, November 2010
How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner
Fashion and Digital Trends, Tom Ollerton
Social Media in Four Minutes (or less), Tom Ollerton
Social Networking Past, Present, Future, Mark Suster
Designing for interaction, Interfaces for socializing, Daniel Burka
New business opportunities in retail, Hege Tenno
What is social media one year later, Espresso- http://brandinfiltration.com
OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso,
Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
online engagement, slideshare
Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant, Pete Cashmore, Randall Rothenberg
Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini
How organisations can harness the power of Web 2.0
WWW 3.0, Jenny Williams
Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab
Social Media Sharing Trends 2010,
Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010
DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform
Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz
The Science of Facebook, The science of social networking. Dan Zarrella - Social Media Scientist
facebook-inside-out, TIJS VROLIX, I’M ON FA C E B O O K NOW WHAT?!, Jesse Desjardins SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Twitter Crushes Facebook for Marketing, Barbara E. Hernandez Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann
Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC Using Linkedin for business, P. Jay Massey Mashable’s twitter guide book The twitter book, Tim O’Reilly – Sarah Milstein Twitter for business, Laura Fitton 140 twitter marketing tips, David Spinks How to use linkedin for promoting your business, Robin Goel Linkedin Extras for SlideShare Pro Users Guy Kawasaki’s 10 ways to use Linkedin THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad
Allender Starting a blog, Dr. Corinne Weisgerber 10 ways to a killer blog, Robert and Maryam Scoble How to Build a Blog, Mark James Normand IS3241 Enterprise Social Systems, Technology Presentation, GameCheck Slideshare Zeitgeist 2010, creative commons.org Channeling your inner youtube, Brad Richardson How to create viral videos?m,November 2010, Tim Ho http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/ http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/ http://technmarketing.com/web/top-5-reasons-to-tweet/ How to Pick Up Followers on Twitter, Guy Kawasaki
Bibliography
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If you were interested in this presentation,
you may be interested in this one as well…
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Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: [email protected]
Photo Credit All photos in this presentation were purchased on iStockPhoto.com. All logos or brand references are the copyright of their respective owners. Slides from this document may not be repurposed without express written consent. Send permission requests to [email protected]