Social Retailing english
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Social Retailing Arjen Jelsma Social Media Consultant @arjenjelsma
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Social Retailing Arjen Jelsma Social Media Consultant
@arjenjelsma
24hours of video uploaded
every minute onto YouTube
700 000new members
on Facebook every day
900 000number of blog posts
put up every day
700 millionpeople on Facebook
84 %of social media sites withmore women than men
1,97 billionInternet users worldwide
- This is 29% of the world population
10,5 millionpeople following @ladygaga
on Twitter
177 milliontweets on Twitter per day
152 millionnumber of blogs on the internet
14 %increase in internet users
from previous year
Growth in many areas of social media is exponential
Social Media in Numbers
Storytelling
ObermuttenSwitzerland
Problem: nobody heard of it
PROMISEWe will place everybody thatLikes us on our bulletin board
Fans from32countriesfrom all continents
More fans than Helsinki and Florence 60.000.000 +
people heard of Obermutten
250% extra webtraffic
10.000 fr.2.4 million media value
100’s visitors to village
1000’s promises to come visit4/5 interacts
More than at Lady Gaga and Justin Bieber
Nice story…
… but I’m not a little village in Switzerland
Let’s say your selling…. Tampons
…in Turkey
Problem for new competitorsgirls use whatever their mum uses
Targetgroup13-15 year old girls
Meet Kita
Idea from Israel
She wants to be famouslike every girl in Turkey
Fan: Keremcem
Blogging on Kita’s World
Facebook pageMade movieclips
You could dress herVirtueel dansing in your room
Newyearswishesvia e-mail
…
Virtual dancing
•http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related
Kita got famous online
Especially after this…
Nr 1 hit
http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related
After 6 months: KOTEX YoungOffline en Online
Results:
34% marketshareGroth of 20%
23% of all Kotex salesTarget was 10%
64% Brand awareness Kotex
81% positive buy sentiment
Lessons learned:
Start after triggerChoose medium carefullMake a promise, keep itInteractROI not in a week
Obermutten Kita Kotex
Business triggerIn it for the long runGood strategyPresent on correct mediumSocial business transform
Experience
Integrated approachto social business
Customer Service
Provide service before a complaint reaches youFacilitate customers to support one anotherReduce response times and lower costsDeliver consistent multi-channel experienceIncrease agent productivityReduce customer churn
Customer Service
Provide service before a complaint reaches youFacilitate customers to support one anotherReduce response times and lower costsDeliver consistent multi-channel experienceIncrease agent productivityReduce customer churn
Risk / Compliance
Improve ability to more quickly identify and respond to fraudulent activity
Risk / Compliance
Improve ability to more quickly identify and respond to fraudulent activity
Recruitment / HR
Identify what leavers/prospects are saying about you Identify new talent Increase employee loyalty and satisfaction, helping to
reduce recruitment costs
Recruitment / HR
Identify what leavers/prospects are saying about you Identify new talent Increase employee loyalty and satisfaction, helping to
reduce recruitment costs
Sales
Generate leads and opportunities (through inbound marketing)
Increase ease with which you can contact prospects Transparency and instant feedback via peer-to-peer
reviews/recommendations) help increase sales
Sales
Generate leads and opportunities (through inbound marketing)
Increase ease with which you can contact prospects Transparency and instant feedback via peer-to-peer
reviews/recommendations) help increase sales
Marketing / PR
Enable user-to-user interaction on the social cloud (on their terms)
Low-cost way to get a powerful message acrossImprove understanding of customer needs
Marketing / PR
Enable user-to-user interaction on the social cloud (on their terms)
Low-cost way to get a powerful message acrossImprove understanding of customer needs
Technology Strategy
Provide service before a complaint reaches youFacilitate customers to support one anotherReduce response times and lower costsDeliver consistent multi-channel experienceIncrease agent productivityReduce customer churn
Technology Strategy
Provide service before a complaint reaches youFacilitate customers to support one anotherReduce response times and lower costsDeliver consistent multi-channel experienceIncrease agent productivityReduce customer churn
Corporate Strategy
Bring Voice of Customer into decision makingPredict trendsImprove MI ReportingCompetitor watch
Corporate Strategy
Bring Voice of Customer into decision makingPredict trendsImprove MI ReportingCompetitor watch
Product Development
Listen to your (potential) customersOptimise portfolio of products and servicesLeverage the creativity / knowledge of the crowdLower development costs, reduce time to market
and increase success rate (minimises recalls)
Product Development
Listen to your (potential) customersOptimise portfolio of products and servicesLeverage the creativity / knowledge of the crowdLower development costs, reduce time to market
and increase success rate (minimises recalls)
De potential gains of a Social Business
Lower Costs
Customer Satisfaction
Lower Costs
Reduce TTM
Increase Success Rate
Improve Intelligence/MI
Customer-focused
Strategy
Enhance Brand
Reputation
Increase Productivity
Extend Potential Customer
Base
Increase Sales
Lower Costs
Increase Employee
Loyalty
ReduceAnti-fraudulent
Activity
Lower Costs
Reduce Churn
Lower Costs
Customer Satisfaction
• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,
and other customers
• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,
and other customers
SMILESMILE Activities
SupportingSupporting
MeshingMeshing
InteractingInteracting
ListeningListening
EvangelizingEvangelizing
• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and
where they can see the result.
• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and
where they can see the result.
• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers
• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers
• Doing web care is a good way to get to know what is said about your products
• Give customers a platform on which they can share their thoughts.
• Doing web care is a good way to get to know what is said about your products
• Give customers a platform on which they can share their thoughts.
• Provide customers a home base with tools so they can promote you / your products
• Create easy promotion kits that can be reused over and over again.
• Provide customers a home base with tools so they can promote you / your products
• Create easy promotion kits that can be reused over and over again.
Activities onlineExperience
Assignment
Make high end Social Business plan
Telecom aanbieder Autofabrikant BankMobilus Automus Geldweggus
Consider this…
Metrics Integratedapproach Promise
Target group BusinessTrigger Planning
Experience
3 minutes presentationExperienc
e
Sources• http://www.youtube.com/watch?v=QEjoA_695Fo• http://www.mindshareworld.com/what-we-do/case-studies/@kotex-kita• http://www.marketingwithmeaning.com/tag/kotex/• http://www.youtube.com/watch?v=ydew750H6p0 • http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related• http://www.youtube.com/watch?v=h6w0xh5b6rs • http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related• http://www.facebook.com/obermutten • Gartner• Fredcavazza.net
