Social Retailing english

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  • Ik kan je van alles vertellen over het hele social media landschap. Maar dat ga ik niet doen
  • Of ik kan alle groei en cijfers over social media vertellen, maar ga ik ook niet doen
  • Wat ik ga doen is storytelling. Eigenlijk ga ik jullie 2 verhaaltjes vertellen.
  • Ik wil jullie vertellen over het dorpje Obermutten. Een schattig klein dorpje in Zwitserland. 78 inwoners, een hotelletje, een kerk, wat koeien en een restaurant. In de winter een fantastisch pittoresk dorpje.
  • Burgemeester start Facebook Fanpage: Martin Wyss
  • Social Strategie opstellen in een geïntegreerde totale aanpak is wat we doen. © 2010 Capgemini. All rights reserved.
  • Social Retailing english

    1. 1. Social Retailing Arjen Jelsma Social Media Consultant @arjenjelsma
    2. 3. <ul><ul><ul><li>24 hours of video uploaded every minute onto YouTube </li></ul></ul></ul><ul><ul><ul><li>700 000 new members on Facebook every day </li></ul></ul></ul><ul><ul><ul><li>900 000 number of blog posts put up every day </li></ul></ul></ul><ul><ul><ul><li>700 million people on Facebook </li></ul></ul></ul><ul><ul><ul><li>84 % of social media sites with more women than men </li></ul></ul></ul><ul><ul><ul><li>1,97 billion Internet users worldwide </li></ul></ul></ul><ul><ul><ul><li>- This is 29% of the world population </li></ul></ul></ul><ul><ul><ul><li>10,5 million people following @ladygaga on Twitter </li></ul></ul></ul><ul><ul><ul><li>177 million tweets on Twitter per day </li></ul></ul></ul><ul><ul><ul><li>152 million number of blogs on the internet </li></ul></ul></ul><ul><ul><ul><li>14 % increase in internet users from previous year </li></ul></ul></ul><ul><li>Growth in many areas of social media is exponential </li></ul>Social Media in Numbers
    3. 4. Storytelling
    4. 5. Obermutten Switzerland
    5. 6. Problem: nobody heard of it
    6. 7. http://www.youtube.com/watch?v=QEjoA_695Fo
    7. 8. PROMISE We will place everybody that Likes us on our bulletin board
    8. 10. Fans from 32 countries from 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 visit 4/5 interacts More than at Lady Gaga and Justin Bieber
    9. 11. Nice story…
    10. 12. … but I’m not a little village in Switzerland
    11. 13. Let’s say your selling…. Tampons
    12. 14. … in Turkey
    13. 15. Problem for new competitors girls use whatever their mum uses
    14. 16. Targetgroup 13-15 year old girls
    15. 17. Meet Kita
    16. 18. Idea from Israel
    17. 19. She wants to be famous like every girl in Turkey
    18. 20. Fan: Keremcem
    19. 21. Blogging on Kita’s World
    20. 22. Facebook page Made movieclips You could dress her Virtueel dansing in your room Newyearswishes via e-mail …
    21. 23. Newyears wish http://www.youtube.com/watch?v=h6w0xh5b6rs
    22. 24. Virtual dancing <ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul>
    23. 25. Kita got famous online
    24. 26. Especially after this…
    25. 27. Nr 1 hit http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related
    26. 28. Optreden http://www.youtube.com/watch?v=ydew750H6p0
    27. 29. After 6 months: KOTEX Young Offline en Online
    28. 30. Results : 34% marketshare Groth of 20% 23% of all Kotex sales Target was 10% 64% Brand awareness Kotex 81% positive buy sentiment
    29. 31. Lessons learned: Start after trigger Choose medium carefull Make a promise, keep it Interact ROI not in a week Obermutten Kita Kotex Business trigger In it for the long run Good strategy Present on correct medium Social business transform Experience
    30. 34. Integrated approach to social business
    31. 35. <ul><li>Customer Service </li></ul><ul><ul><li>Provide service before a complaint reaches you </li></ul></ul><ul><ul><li>Facilitate customers to support one another </li></ul></ul><ul><ul><li>Reduce response times and lower costs </li></ul></ul><ul><ul><li>Deliver consistent multi-channel experience </li></ul></ul><ul><ul><li>Increase agent productivity </li></ul></ul><ul><ul><li>Reduce customer churn </li></ul></ul><ul><li>Risk / Compliance </li></ul><ul><ul><li>Improve ability to more quickly identify and </li></ul></ul><ul><ul><li>respond to fraudulent activity </li></ul></ul><ul><li>Recruitment / HR </li></ul><ul><ul><li>Identify what leavers/prospects are saying about you </li></ul></ul><ul><ul><li>Identify new talent </li></ul></ul><ul><ul><li>Increase employee loyalty and satisfaction, helping to reduce recruitment costs </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Generate leads and opportunities (through inbound marketing) </li></ul></ul><ul><ul><li>Increase ease with which you can contact prospects </li></ul></ul><ul><ul><li>Transparency and instant feedback via peer-to-peer reviews/recommendations) help increase sales </li></ul></ul><ul><li>Marketing / PR </li></ul><ul><ul><li>Enable user-to-user interaction on the social cloud (on their terms) </li></ul></ul><ul><ul><li>Low-cost way to get a powerful message across </li></ul></ul><ul><ul><li>Improve understanding of customer needs </li></ul></ul><ul><li>Technology Strategy </li></ul><ul><ul><li>Provide service before a complaint reaches you </li></ul></ul><ul><ul><li>Facilitate customers to support one another </li></ul></ul><ul><ul><li>Reduce response times and lower costs </li></ul></ul><ul><ul><li>Deliver consistent multi-channel experience </li></ul></ul><ul><ul><li>Increase agent productivity </li></ul></ul><ul><ul><li>Reduce customer churn </li></ul></ul><ul><li>Corporate Strategy </li></ul><ul><ul><li>Bring Voice of Customer into decision making </li></ul></ul><ul><ul><li>Predict trends </li></ul></ul><ul><ul><li>Improve MI Reporting </li></ul></ul><ul><ul><li>Competitor watch </li></ul></ul><ul><li>Product Development </li></ul><ul><ul><li>Listen to your (potential) customers </li></ul></ul><ul><ul><li>Optimise portfolio of products and services </li></ul></ul><ul><ul><li>Leverage the creativity / knowledge of the crowd </li></ul></ul><ul><ul><li>Lower development costs, reduce time to market and increase success rate (minimises recalls) </li></ul></ul>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 Reduce Anti-fraudulent Activity Lower Costs Reduce Churn Lower Costs Customer Satisfaction
    32. 36. <ul><ul><ul><li>Help customers and let customers help themselves and others </li></ul></ul></ul><ul><ul><ul><li>Ensure there is a platform for them where they can find you, the brand, and other customers </li></ul></ul></ul><ul><ul><li>SMILE </li></ul></ul>Activities <ul><ul><li>S upporting </li></ul></ul><ul><ul><li>M eshing </li></ul></ul><ul><ul><li>I nteracting </li></ul></ul><ul><ul><li>L istening </li></ul></ul><ul><ul><li>E vangelizing </li></ul></ul><ul><ul><ul><li>Integrate customer feedback and input in your product cycles </li></ul></ul></ul><ul><ul><ul><li>Create a place where customers can provide input on your product and where they can see the result. </li></ul></ul></ul><ul><ul><ul><li>Start solving real world problems </li></ul></ul></ul><ul><ul><ul><li>Create an environment that promotes and enables co creation </li></ul></ul></ul><ul><ul><ul><li>Use a platform in which you can interact with your customers </li></ul></ul></ul><ul><ul><ul><li>Doing web care is a good way to get to know what is said about your products </li></ul></ul></ul><ul><ul><ul><li>Give customers a platform on which they can share their thoughts. </li></ul></ul></ul><ul><ul><ul><li>Provide customers a home base with tools so they can promote you / your products </li></ul></ul></ul><ul><ul><ul><li>Create easy promotion kits that can be reused over and over again. </li></ul></ul></ul>Activities online Experience
    33. 37. Assignment
    34. 38. Make high end Social Business plan Telecom aanbieder Autofabrikant Bank Mobilus Automus Geldweggus
    35. 39. Consider this… Metrics Integrated approach Promise Target group Business Trigger Planning Experience
    36. 40. 3 minutes presentation Experience
    37. 41. Arjen Jelsma Social Media Consultant [email_address] @arjenjelsma +31 (0)6-270 654 39
    38. 42. Sources <ul><li>http://www.youtube.com/watch?v=QEjoA_695Fo </li></ul><ul><li>http://www.mindshareworld.com/what-we-do/case-studies/@kotex-kita </li></ul><ul><li>http://www.marketingwithmeaning.com/tag/kotex/ </li></ul><ul><li>http://www.youtube.com/watch?v=ydew750H6p0 </li></ul><ul><li>http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related </li></ul><ul><li>http://www.youtube.com/watch?v=h6w0xh5b6rs </li></ul><ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul><ul><li>http://www.facebook.com/obermutten </li></ul><ul><li>Gartner </li></ul><ul><li>Fredcavazza.net </li></ul>

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