Tallinn Socialfest 2012 - Magdalena Pawlowicz
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Transcript of Tallinn Socialfest 2012 - Magdalena Pawlowicz
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
+358 (0) 40 740 3525
Social Viper Finland & Estonia,
Komfo Finland & Estonia