Last year I spoke on talent and how HR could use social media to acquire, vet and retain talent. So we won’t go into that too much this year.
But I will show you this case study. An Alberta credit union put out a job notice on Twitter and YouTube advertising for a youth spokesperson. This person would reach out using the same tools to other young adults. The entrants submitted videos and the job was awarded to a young woman who got busy and through social media, generated 2MM impressions, 2300 new accounts and 4MM in new deposits. Why did this work? It’s because young people trusted this spokesperson.Remember Karma LoopRemember Tupperware Remember campaigns of P&G
Product management, product design, product naming. How does this happen in many small to mid-sized businesses? Owner whim. What if you could crowdsource your development to be sure you were designing something your customers actually wanted? Social channels can help get insights and create market-friendly innovations.
Just before the Consumer Electronics Show this month, Kodak CMO Jeffrey Hayzlett asked his users over Twitter what they would call the latest waterproof version of their ZI-8 pocket hi-def video camera. The winner would win a free trip to Vegas to join Jeffrey as they unveiled the new camera to thousands of attendees. Jeffrey said:
Sales can benefit as well from social media, through opportunity mining, direct sales models and in-store tools.
Some of you may have heard of Gary Vaynerchuk. He inherited his family’s New York liquor business. He decided that the wine industry was stuffy and didn’t really connect with consumers. So he started making videos of himself explaining wines in layman’s terms. He tried a number of different approaches. You can see how well the outbound approach worked. People trust Gary because they can relate to him. That trust has turned into business. And Gary now has over 850,000 followers on Twitter
Many of you are probably familiar with Twelpforce, Best Buy’s leveraging of its employee base to engage with customer care requests over Twitter. At a recent workshop in Canada, one of my clients wondered aloud if it was a good idea to trust “random employees” with handling customer care requests. And immediately another attendees stated “we trust them on the sales floor, don’t we?”Great example of an unpaid army that leverages the trust inherent in social channels.
Les petitsdéjeuners du Social MarketingDe Social Marketing ontbijten June 1st, 2010 The incredible business case: more sales, less cost, more satisfaction thanks to aparticipatory website dedicated to your company
Customer support community enabled only 2 Novell FTEs to support 20,000 issues per quarter
Used uTest, an on demand software testing community
Significantly reduced testing cost and improved quality
Deployed web based tools to serve as project details library
Reduced projects timelines and enabled reuse of up to 25% of project designs and engineering data
Created active recruiting community onFacebook with more than 30,000 users
SOURCE: McKinsey Technology Initiative
R&D Operations Marketing Sales Service End to End External engagement creates value and reduces costs End-to-End External Engagement (E4) is the ability to truly engage with external partners continuously in time, for insights, innovation, marketing, sales and customer service 5 SOURCE: Brandialog white paper
Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to name a new camera over Twitter. The winner(s) would win a trip to Vegas and help him launch it. “I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK 9
‘off context’ feedback, feedback from prescriptors
“ Brandialog offered us a unique way to gather insights on a relevant set of consumers. We are on their turf. They are ‘experts’ in their decision-making and guide us through our decision-making process. Brandialog’s solution and team enable more validity, creativity and disclosure.” YannickGrécourt, VP Strategy & Marketing, Deutsche Bank
Côte d’or, Alken Maes, who did they attract ? 22 2.5% is the average number of consumers buying 80% of a product, the ‘Pivotal Point Consumers’* 2 à 3,5% is the number of first adopters and key influencers to the rest of the community Those are often the same. They are critical to new products and innovations. We name them «LEAD USERS». Source: Catalina marketing study
Facts 450 millionspeopleonFacebook 830 000 joiningeveryday Theyspend 55 minutes/day 4 millionsbelgiansX 55 minutes 50% claim having a highertendency to buybrandsthey’reconnectedwith 1 500 000 cies have afan page 20 millionsjoina fan page everyday. 0,19% = CTR average banner 6,49% = CTR avergae post on FB 66% of touchpointscreatedby the public(McK, july 2009)
Facts: there is one single lever left to keep control of yourmarket: testoring trust Sourceagenetwildfire/DDB Tribal Canada
Social media complete eachother and build links restoringtrust around a company/Brand
Types of links Google : organic, intentionbased Email : passed to oneormany Facebook : passedfrom a friend to manyfriends Twitter : passed to thosewho care
Which links ? Searched links 60% et 10% growth Passed links 20% et 25/40% de growth Organic S L Paid S L Organic P L Paid P L