Social Media that Generates Leads and Acquires Customers

SOCIAL MEDIA THAT GENERATES LEADS AND ACQUIRES CUSTOMERS

If you are not part of the conversation, you will not be part of the consideration set.

THE SOCIAL ECOSYSTEM

THE SOCIAL ECOSYSTEM “Social technologies have literally changed how billions of

people live. People rely on their online social connections – often including friends and associates they have never met in person – for everything from advice on what movie to watch to positive reinforcement for behavior modification (e.g., diet and weight loss)”.

-- Clay Shirkey, Cognitive Surplus.

FROM A CONSUMER PERSPECTIVE: • 1.5 billion social networking users globally; • 80% of total online users interact with social networks

regularly; • Facebook logged its 1 billionth user in September 2012; • Share of online time spent on social networking doubled

between 2008 to 2011, from 7% to 15%.


CONSUMER PERSPECTIVE: • Social technologies

are replacing other web application and uses – email and instant messaging are off sharply in past few years.


SOCIAL NETWORKING ALSO AFFECTS SEARCHING: • In 2010 33% of internet users accessed content (articles,

videos, reviews etc) via links through social media rather than search engine recommendations - a 20% jump since 2008.

• Facebook overtook Google as the leading source of traffic to YouTube in October 2011.


AND THEN THERE IS THE “MOBILE EFFECT”: • There are now more than 6 billion mobile phones in the

world. • Smartphones make up more than 50% of new phone

sales in developed markets like USA. • Adoption of tablets is growing - As of January 2012 29%

of US adults owned a tablet or eReader. • In 20011 more than 40% of active users accessed

Facebook through mobile devices monthly.


IF SOCIAL MEDIA CAN HELP TAKE DOWN A COUNTRY, IMAGINE WHAT IT CAN DO TO A BRAND: • According to an NM Incite survey, 58 percent of social

media users say they write product reviews to protect other consumers from bad experiences to “punish companies.”

• More than 60% of social media users say that consumer ratings and consumer reviews are their preferred sources of information about products and services.


FINALLY, THE MORE THAT CONSUMERS COMMUNICATE ON SOCIAL NETWORKS, THE MORE THREATENED TRADITIONAL COMMUNICATION MODELS WILL BE.


“This value is predicated not on use of social technologies alone, but on creative, thoughtful, and well-executed strategies that incorporate other channels.”

-- Mckinsey & Co.

SOCIAL IS NOT A SILO OR CHANNEL

SOCIAL MEDIA THAT GENERATES LEADS

AND ACQUIRES CUSTOMERS

Key facts to be included

AMERICAN EXPRESS SMALL BUSINESS SATURDAY

• Approx 100,000 small business owners downloaded POS and promotional materials.

• Participating businesses experienced a 28% on average lift in revenue over the previous year.

• 2011 Small Business Saturday drew 103 million shoppers and generated a 23% increase in Amex card member transactions.

DID IT WORK?

COCA COLA SHARE A COKE WITH A FRIEND

• Sales up 7% during the campaign period (most successful summer ever);

• 378,000 custom coke cans printed in Westfield Malls across the country;

• Facebook site traffic increased 870%; • The number one most talked about Facebook page

in Australia and 23rd globally; • 76000 virtual coke cans shared; • 18,000,000 plus media impressions.

DID IT WORK?

Re-targeting the Brand Through Social Media

SAUZA TEQUILA SOCIAL MEDIA MAKEOVER

SAUZA TEQUILA Traditionally Male Targeted

SAUZA TEQUILA MALE CREATIVE APPEAL

Retargeting strategy

SAUZA TEQUILA WOMEN AGE 30+ ACCOUNT FOR LARGE %

CONSUMPTION

SAUZA TEQUILA OFFICIAL COCKTAIL OF LADIES NIGHT IN

SAUZA TEQUILA CONSUMER QUOTES AND PRESS

DID IT WORK?

Sauza Patron Cuervo

Sauza Blue is now the most recognized bottle at shelf

500%

sales increase

Over 10MM

views and counting

ROM CHOCOLATE BAR

• Mars and Snickers had entered the market and taken Rom Bar off the top shelf.

• Consumers had become board with the brand and moved on to trying something new.

• Most young Romanians were disillusioned with the economy/country – felt they needed to go to another country to succeed.

BRAND CHALLENGES

ROM CHOCOLATE BAR

• Reached 67% of all Romanians; • 300,000 Euro’s in free Press Coverage; • Most popular chocolate bar in Romania; • 20% increase in sales during the period.

DID IT WORK?

Leveraging social media for low level engagement products…

OMO LIQUID DETERGENT SOCIAL MEDIA MAKEOVER

OMO LIQUID DETERGENT SOCIAL CAN HELP RAISE CONSUMER

ENGAGEMENT

OMO LIQUID DETERGENT ONLINE VIDEOS FEATURING A HIGH ENERGY MAID

CALLED ‘SUPER NICE’

• OMO sales increased by 194% in just four weeks.

DID IT WORK?

TESCO HOME PLUS SOUTH KOREA

Taking the Store to the Consumer

TESCO HOME PLUS SOUTH KOREA

TESCO BRINGING THE STORE TO THE PEOPLE

• 10287 shoppers in first few weeks • 76% increase in registered members • 130% increase in online sales • No 1 in online shopping • Turned waiting time into shopping time!

DID IT WORK?

Leveraging social media to enhance both customer experience and company results

WONGA.COM

WONGA.COM

• Wonga was able to reduce its default rate from 50% in the first few weeks of the operation to single digit percentages in the most high-risk loan market.

DID IT WORK?

PAY WITH A TWEET

• 3 days after launch, there were 13k+ downloads crashing their server twice;

• Became the 3rd most popular discussion on Twitter worldwide;

• 1k+ copies of the book sold on Amazon; • 350k+ visitors to their website; • 170k copies of the book have been sold since

launching in Summer 2010.

DID IT WORK?

DOS EQUIS THE MOST INTERESTING MAN

DOS EQUIS DAVID GOLIATH

FROM “THE OTHER MEXICAN BEER” TO PREMIUM IMPORT

DOS EQUIS THE MOST INTERESTING MAN

DOS EQUIS THE CHALLENGE

The only time he “tweets” is when he speaks to birds.!

IT’S OKAY

GUIDING PRINCIPLES

2010 FAN GROWTH

A GROWING CONVERSATION

ADDITIONAL CONVERSATIONS

CULTING A BRAND

• Awareness up 22%; • 14% trial; • Purchase consideration up 6%; • Dos Equis volume up 22% year on year vs 1.1%

for the import beer category; • Fastest growing import brand in the country; • First beer brand to reach 1 million fans

on Facebook.

DID IT WORK?

• USE SOCIAL MEDIA TO HELP BUILD YOUR BRAND AND ENGAGE CUSTOMERS, BUT DON’T EXPECT IT TO DO IT ALONE.

• ENSURE THAT YOUR BRAND-BUILDING STRATEGY DIRECTS YOUR SOCIAL STRATEGY.

• THEN USE SOCIAL TO HELP YOU: – Build a relationship with the consumer/customer. – Differentiate through an emotional connection – become

more remarkable. – Engage them with your brand and provide reciprocal value.

“Move your brand forward by having customers add value back to the brand.”

– Nurture loyal fans and be a part of their ongoing conversation.

– Atomize Content; – ADAWAT.

KEY TAKEAWAYS

Social Media that Generates Leads and Acquires Customers

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