Onlineretailpresentation2010
21
The big YAWN of Social Media How to really use Social Media To drive Sales & Loyalty July 2010
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2010 Sydney Online Retailer Event
Transcript of Onlineretailpresentation2010
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 …
+61 2 9948 0007+61 (0) 431 032 426
Twitter: @FiBendallSykpe: FiBendall
www.bendalls.com.auwww.digitalintelligence.com.auwww.getsocialadvice.com
