HOW DO YOU SELL WITH SOCIAL MEDIA?

Presentation prepared by

Magdalena Pawlowicz,

Partner @ Social Viper/Komfo

Agenda

• How to generate profit from social media efforts?

• How to best monetize your social media activities?

• How to get sales when “social” is not supposed to be sales-oriented and how to speed up the sales process?

• How to generate profit from social media efforts?

Some Definitions..

• Sales generate revenue. Marketing generates profits.

• Marketing, including social media marketing, is about efficiency.

• Marketing is a process of decreasing the time, money, and resources required to communicate with customers and make it easy for them to buy products and services.

• The more efficient your marketing is, the more profit you make. That’s what you want to optimize for.

Companies not only have more accounts than

ever, but more people publishing on them

Total Employees Avg. Number of Employees Posting

2,500 13

7,500 22

30,000 83

75,000 182

100,000+ 280

Source: Survey, Altimeter

For companies over 5,000 employees the ratio stays fairly constant – i.e. companies are hiring more staff in order to scale

Microsoft has more than 178 social channels..

Four Seasons has 84 twitter accounts..

You’d better have a standardized process of managing login credentials, allocation and scheduling of tasks and postings, standardizing reporting and analytics, and not least handling engagement

GiffGaff mobile – Social CRM & Community/

Sharing Marketing –> Saving £20m per year

GiffGaff has no call center.

Instead, the community receives

pre-pay credits and badges for

contributions. The community

answers 50% of customer

questions. The average

response time is 3 minutes. GiffGaff estimated that if O2

could replicate the model with just 25% of their customers

participating, they could save £20m per year

Best Buy leverages “super users” to answer

30% of all questions - > Increased cost savings

Started in 2008, Best Buy’s community

receives 2.5 million visitors a year,

generating 100,000 conversations. In

addition, 25 super users spend 8-12

hours a week on the site answering

about 30 percent of all the questions

asked. Savings in employee social costs,

fixed costs, overhead costs,

Streamlining operations to get marketing

efficiency is the Top Priority

9

Top Priorities are Scalable Deployments

Source: Survey, Altimeter

Social Media Management Systems are

creeping into marketing departments

Source: komfo.com

How to best monetize your social media

activities?

0. No Integration

1. Social Linking

2. Social Publishing

Passive Sharing

Active Sharing

3. Social Aggregation

Basic Feeds

Curated Aggregation

Social

Content

4. Seamless

inegration

Integrating Social into Corporate/Brand Websites/Landing Pages is step 1

Most companies are here in EU

Monetization through Efficient Social

Broadcasting

Publishing marketing content (deals, media, news):

Requirements include ability to post a variety of media types; ability to target messaging based on time, geography, social networks, and demographics; and a content library.

The Media Leaders, a group using HootSuite on behalf of

The Palms, used targeted messaging to Twitter and

Facebook users based on keywords and location, including

trackable links.

Social Broadcasting Case: The Palms Hotel

14

In a 30-day period The Palms gained 2,600 followers, exceeded the room rate reservation goal by 47% and exceeded revenue goals by 67%

• How to get sales when “social” is not

supposed to be sales-oriented and how to

speed up the sales process?

Let us get a couple of things Straight

• 51% of consumers are more likely to buy from a brand

they follow on Facebook.

• 56% of web buyers cite the facebook wall and fan pages

as having significant influence over buying decisions.

• F-Commerce increases conversion; 51% increase in

likelihood a customer will purchase, after clicking the

‘like’ button. Various sources

Users do not see sharing as a ’Sale ’as it comes from a trusted source: your Friend

Speeding up your Sales Process

Extending your Reach

Targeting Influencers to

drive conversions

Increase Velocity of Pipeline

Boosting the value of

Marketing

Better Return through Better

Leads

Extending your reach through network

of shops

Better Return Through Better Leads

• Getting to know

your Prospect,

Establish

Relationships and

Endorse those

through a 3rd party

................through

whatever social

media channel you

use

Source: Social Viper

Tagerting Influencers to Drive Conversion

Source: Komfo

Increasing Velocity through your

Pipeline

Last...not least ...Meausure

Source: Komfo

Thank you

Partner,

Magdalena Pawlowicz

mp@socialviper.com

+358 (0) 40 740 3525

Social Viper Finland & Estonia,

Komfo Finland & Estonia