20090420 Social Media For E-tail

Social Media Not just for branding Telecombinatie 20 april 2009

JOHN MEULEMANS Some like it social

Social media is information content created by people using highly accessible and scalable publishing technologies . SOCIAL MEDIA? Wikipedia: It's a fusion of sociology and technology, transforming monologue (one to many) into dialogue (many to many) and is the democratization of information, transforming people from content readers into publishers . At its most basic sense, social media is a shift in how people discover , read and share news, information and content .

SOCIAL MEDIA?

SOME STATS

Take a guess… A NEW THING?

Trust

Authenticity

Connectivity

Sharing

Transparency

…… Which were gone IT’S ABOUT

Alt: http://www.youtube.com/watch?v=heSudg-tfIk THE VID THAT SAYS IT ALL

SOME MORE STATS “ THE CLUTTER EFFECT” “ BRAND DEGRADATION”

SOME MORE STATS “ COMMUNICATION IS THE NEW ENTERTAINMENT”

SOME MORE STATS “ EVERYBODY DOES IT”

SOME MORE STATS “ 85% SAYS: COME TO ME!”

SOME MORE STATS

54% of consumers say information from a company’s brand representative who directly interacts with them online is more valuable than information they find on companies’ websites.

57% of consumers are likely to take action based on the information from a brand representative, such as shop at the retailer or buy the product.

People who search for information exclusively via social media websites are more likely to spread the word . More than one-third of consumers have passed along information found online, and among those, six out of 10 used social media websites to pass along the information. Nearly three-quarters (74%) said that most of the information they passed along was positive .

SOME MORE STATS

CASES: BLENDTEC

CASES: CBS / JERICHO

CASES: DELL

CASES: LEGO LUGNET

CASES: PROCTOR & GAMBLE

CASES: TIVO

CASES: DISCOVERY NETWORKS

CASES: VAKSCHOOL SCHOOHOVEN

HOW CAN I USE SOCIAL MEDIA? BUT MORE IMPORTANT:

Buzz monitoring

Join the conversation (comments, discussions)

Refer to content on your own website (relevance)

Make friends, keep in touch

Be the specialist, add value

Tools: Twitter, Postrank, Technorati, Yahoo Pipes, Scoutlabs

SOCIAL MEDIA FOR E-TAILERS

It’s free and fully customizable (plugins & themes)

Open up

Dive into hot topics

Coupons & hot deals

Don’t walk out of the conversation!

Tools: Wordpress, Typepad, Blogger

SOCIAL MEDIA FOR E-TAILERS Blogging

Open up

Engage in the conversations

Make relevant offerings (also don’t spam!)

Try to drive the conversation to your website / blog

Trendspotting

Make friends, find followers

140 characters

Tools: Twitter

SOCIAL MEDIA FOR E-TAILERS Micro-blogging

1 in 10 Adults Has Microblogged — on Twitter or Elsewhere SOCIAL MEDIA FOR E-TAILERS Micro-blogging

1 in 10 Adults Has Microblogged — on Twitter or Elsewhere SOCIAL MEDIA FOR E-TAILERS Micro-blogging The new customer service: One communication channel that is still relatively untapped by enterprises is Web 2.0: the use of blogs, social networking, forums and search engines to share information . In 2009 contact center vendors and enterprises will begin to leverage these tools, as the vision of a truly multichannel contact center is realized. (Datamonitor)

Friend endorsements in ads

Faces of friends in ads

Personal video

Viral effect (do you think, he thinks)

Effects : Increased awareness, favourability & purchases

Tools: Facebook, Hyves, Netlog, Ning

SOCIAL MEDIA FOR E-TAILERS Social Ads

SOCIAL MEDIA FOR E-TAILERS Crowdsourcing? WKIPEDIA: Crowdsourcing is a neologism for the act of taking a job traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people , in the form of an open call. For example, the public may be invited to develop a new technology, carry out a design task, refine an algorithm or help analyze large amounts of data .

SOCIAL MEDIA FOR E-TAILERS Crowdsourcing

Speed up innovation

The creation of ‘our brand’

Become a listening brand

Engage your community with user generated content

Tools: Hollr, Salesforce Ideas App, Polls, Kluster

SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect

Single sign-on

Who’s on your site

Discussions

Subscriptions

Recommendations

Integration of Facebook profile

Tools: Google, Facebook, MSN, Blogs, Communities

SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking

Social Bookmarking (online, tagbased, shareable)

Search

Find!

Traffic

Tools: Del.icio.us, Tumbler, StumbleUpon, Digg

SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking

Tagging & bookmarking SOCIAL MEDIA FOR E-TAILERS

Really Simple Syndication

Subscription model

Offerings & other relevant feeds

Tools: Readers, Widgets, Emailclients, iGoogle Netvibes etc

RSS SOCIAL MEDIA FOR E-TAILERS

Small chunks of your website functionality

Flash, html, java

Embeddable

Copy, paste

DIY

Viral

Traffic

Tools: Widsets, Beemway, WidgetsLab, Sproutcore, Wix

SOCIAL MEDIA FOR E-TAILERS Widgets

Widgets SOCIAL MEDIA FOR E-TAILERS

SOCIAL MEDIA FOR E-TAILERS “ iTunes” “ Buienradar” “ Hyves” “ Facebook”

Recommendations

Different views of your inventory

Alerts

Mobile

Apple iPhone & Google Android

Work on your social graph

Free some headcount

SOME LAST POINTERS

Social media can be used for:

Measuring buzz & conversations about your brand(s)

Finding your audience and connect with it

Direct interaction in a dialogue (be relevant)

Activating your community

Create brand ambassadors

Generating traffic

Being found

Supporting

Helping your customer orientate themselves

Sales!

RECAP

[email_address] www.urbanology.nl www.somelikeitsocial.com www.twitter.com/j0hn www.linkedin.com/in/johnmeulemans ANY QUESTIONS?

20090420 Social Media For E-tail

0 comments

Notes on slide 1

Favorites, Groups & Events