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Social media&Salespromotion, a match made in heaven or an illusion?
 

Social media&Salespromotion, a match made in heaven or an illusion?

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Social media&Sales promotion, a match made in heaven or an illusion? ...

Social media&Sales promotion, a match made in heaven or an illusion?
Find out the answer illustrated by numbers, cases and first steps to follow to develop to use Social Media as sales promotion channel.
Presentation delivered during the Highco Shoppers day in Brussels, April 2011

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    Social media&Salespromotion, a match made in heaven or an illusion? Social media&Salespromotion, a match made in heaven or an illusion? Presentation Transcript

    • Social
Media
&
Sales
Promo0on

 A
match
made
in
heaven
or
an
illusion?
 
Caroline
Maerten
–
@RollingTalks




&





Johan
van
Mol
–
@johanvm

 

    • 1.  Social
media,
brands
and
promo0on
2.  Cases:
tac0cs
to
get
it
right
3.  Roadmap

    • Facebook
500
million
ac0ve
users
worldwide,
50%
use
it
daily
3,97
million
users
in
Belgium,
or
38%
of
the
popula0on


    • Facebook personalized Field to post a status update:homepage message, photo, link or video Mostly only “friends” can see your posts Feed: list of updates of your friends Comments and “likes”
    • Facebook brand page Wall: your messages, pictures, videos, links, polls Interact with fans through messages, comments and “likes”
    • Within your brand page youcan deploy microsites andapplications …or even run complete e-shops
    • TwiTer
100
million
users
worldwide,
63.000
in
Belgium
 tweets,
most
tweets
are
public,
twiTer
is
used
by
many

Messages
are
called
 
opinion
leaders
and
journalists

    • Twitter personalized homepage Field to post status updates or links People and brands that you follow and your followers. Reciprocity is not necessary Feed: list of updates of the people and brandsTwitter is real-time that you follow Trending Following topics suggestions Twitter is a great source of consumer insights
    • Why
should
we
care?
• 
Users
spend
a
significant
amount
of
their
online
0me
on
these
social
networks
• 
Users
ask
informa7on,
discuss
and
evaluate
brands,
products
and
services
on
social
networks
• 
Social
networks
greatly
influence
people’s
percep0on
of
brands
• 
Social
networks
greatly
influence
purchase
decisions

    • Will
handing
out
coupons
do
the
trick?

    • 5
tac0cs
to
get
it
right

    • Get
Lucky
#1
Offer
the
right
product

    • Super
Mario
Bros
Wii
stamps
get
picked
up
by
gaming
blogs

    • At
a
cost
of
0
€
Result•  Made international blogs•  Over 500 tweets•  500 tweets reach of more than 75.000 people•  Real-time insights•  Positive mentions outshone negative ones by a factor 100•  Online sales twice as much as top month December
    • #2
Join
conversa0ons

    • Mobile
Vikings
customers
form
a
community

    • Mobile
Vikings
joins
conversa0ons
between
consumers

    • #3
Build
a
loyal
customer
base
with
content

    • Starbucks
is
everywhere
in
digital
and
social
media

    • Starbucks
loyalty/gi]
card

    • #4
Build
a
community

    • Retailmenot
is
a
coupon
site
community

    • Credits
for
sharing
coupons

    • Retailmenot
engages
people

    • Retailmenot
will
post
its
coupons
in
social
networks

    • But
it
will
also
spark
conversa0ons

    • #5
Leverage
collec0ve
buying
power

    • Success
factors
•  Big
discounts
•  Sense
of
urgency
•  Build‐in
viral
mechanism
•  Loca0on
based
•  Brand
experience
•  It’s
a
gi]

    • #1
The
right
product
for
a
passionate
audience
#2
Join
conversa0ons
in
a
non‐intrusive
manner
#3
Build
a
strong
fan
base
and
loyalize
them
#4
Build
a
community
by
engaging
with
them
#5
Use
viral
mechanisms
to
leverage
collec0ve
buying
power

    • Social
Media
&
Sales
Promo0on

 A
match
made
in
heaven
or
an
illusion?

    • What
do
you
need
to
get
started
#1
Listen
to
conversa0on
#2
Strategic
framework
#3
An
integrated
content
plan
#4
A
conversa0on
guideline
#5
One
or
more
community
managers
#6
A
customer
care
process

    • Promolife
on
Facebook
and
TwiTer

    • Thank
you
so
much
 
 @RollingTalks
 @johanvm
www.cleverwood.be