20090420 Social Media For E-tail

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A presentation on how etailers can use social media more

A presentation on how etailers can use social media, next to their response orientated efforts like Search Engine- and Affiliate marketing.

I keep updating it constantly, don't hesitate to contact me for the latest edition.

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20090420 Social Media For E-tail

  1. 1. Social Media Not just for branding Telecombinatie 20 april 2009
  2. 2. JOHN MEULEMANS Some like it social
  3. 4. 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 .
  4. 5. SOCIAL MEDIA?
  5. 6. SOME STATS
  6. 7. SOME STATS
  7. 8. SOME STATS
  8. 9. Take a guess… A NEW THING?
  9. 10. <ul><li>Trust </li></ul><ul><li>Authenticity </li></ul><ul><li>Connectivity </li></ul><ul><li>Sharing </li></ul><ul><li>Transparency </li></ul>…… Which were gone IT’S ABOUT
  10. 11. Alt: http://www.youtube.com/watch?v=heSudg-tfIk THE VID THAT SAYS IT ALL
  11. 12. SOME MORE STATS “ THE CLUTTER EFFECT” “ BRAND DEGRADATION”
  12. 13. SOME MORE STATS “ COMMUNICATION IS THE NEW ENTERTAINMENT”
  13. 14. SOME MORE STATS “ EVERYBODY DOES IT”
  14. 15. SOME MORE STATS “ 85% SAYS: COME TO ME!”
  15. 16. SOME MORE STATS
  16. 17. SOME MORE STATS
  17. 18. SOME MORE STATS
  18. 19. <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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 . </li></ul>SOME MORE STATS
  19. 20. CASES: BLENDTEC
  20. 22. CASES: CBS / JERICHO
  21. 24. CASES: DELL
  22. 26. CASES: LEGO LUGNET
  23. 28. CASES: PROCTOR & GAMBLE
  24. 30. CASES: TIVO
  25. 32. CASES: DISCOVERY NETWORKS
  26. 33. CASES: VAKSCHOOL SCHOOHOVEN
  27. 34. HOW CAN I USE SOCIAL MEDIA? BUT MORE IMPORTANT:
  28. 35. Buzz monitoring <ul><li>Join the conversation (comments, discussions) </li></ul><ul><li>Refer to content on your own website (relevance) </li></ul><ul><li>Make friends, keep in touch </li></ul><ul><li>Be the specialist, add value </li></ul><ul><li>Tools: Twitter, Postrank, Technorati, Yahoo Pipes, Scoutlabs </li></ul>SOCIAL MEDIA FOR E-TAILERS
  29. 36. <ul><li>It’s free and fully customizable (plugins & themes) </li></ul><ul><li>Open up </li></ul><ul><li>Dive into hot topics </li></ul><ul><li>Coupons & hot deals </li></ul><ul><li>Don’t walk out of the conversation! </li></ul><ul><li>Tools: Wordpress, Typepad, Blogger </li></ul>SOCIAL MEDIA FOR E-TAILERS Blogging
  30. 37. <ul><li>Open up </li></ul><ul><li>Engage in the conversations </li></ul><ul><li>Make relevant offerings (also don’t spam!) </li></ul><ul><li>Try to drive the conversation to your website / blog </li></ul><ul><li>Trendspotting </li></ul><ul><li>Make friends, find followers </li></ul><ul><li>140 characters </li></ul><ul><li>Tools: Twitter </li></ul>SOCIAL MEDIA FOR E-TAILERS Micro-blogging
  31. 38. 1 in 10 Adults Has Microblogged — on Twitter or Elsewhere SOCIAL MEDIA FOR E-TAILERS Micro-blogging
  32. 39. 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)
  33. 40. <ul><li>Friend endorsements in ads </li></ul><ul><li>Faces of friends in ads </li></ul><ul><li>Personal video </li></ul><ul><li>Viral effect (do you think, he thinks) </li></ul><ul><li>Effects : Increased awareness, favourability & purchases </li></ul><ul><li>Tools: Facebook, Hyves, Netlog, Ning </li></ul>SOCIAL MEDIA FOR E-TAILERS Social Ads
  34. 41. 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 .
  35. 42. SOCIAL MEDIA FOR E-TAILERS Crowdsourcing <ul><li>Speed up innovation </li></ul><ul><li>The creation of ‘our brand’ </li></ul><ul><li>Become a listening brand </li></ul><ul><li>Engage your community with user generated content </li></ul><ul><li>Tools: Hollr, Salesforce Ideas App, Polls, Kluster </li></ul>
  36. 43. SOCIAL MEDIA FOR E-TAILERS
  37. 44. SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect
  38. 45. SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect
  39. 46. SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect <ul><li>Single sign-on </li></ul><ul><li>Who’s on your site </li></ul><ul><li>Discussions </li></ul><ul><li>Subscriptions </li></ul><ul><li>Recommendations </li></ul><ul><li>Integration of Facebook profile </li></ul><ul><li>Tools: Google, Facebook, MSN, Blogs, Communities </li></ul>
  40. 47. SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking
  41. 48. <ul><li>Social Bookmarking (online, tagbased, shareable) </li></ul><ul><li>Search </li></ul><ul><li>Find! </li></ul><ul><li>Traffic </li></ul><ul><li>Tools: Del.icio.us, Tumbler, StumbleUpon, Digg </li></ul>SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking
  42. 49. SOCIAL MEDIA FOR E-TAILERS
  43. 50. Tagging & bookmarking SOCIAL MEDIA FOR E-TAILERS
  44. 51. <ul><li>Really Simple Syndication </li></ul><ul><li>Subscription model </li></ul><ul><li>Offerings & other relevant feeds </li></ul><ul><li>Tools: Readers, Widgets, Emailclients, iGoogle Netvibes etc </li></ul>RSS SOCIAL MEDIA FOR E-TAILERS
  45. 53. <ul><li>Small chunks of your website functionality </li></ul><ul><li>Flash, html, java </li></ul><ul><li>Embeddable </li></ul><ul><li>Copy, paste </li></ul><ul><li>DIY </li></ul><ul><li>Viral </li></ul><ul><li>Traffic </li></ul><ul><li>Tools: Widsets, Beemway, WidgetsLab, Sproutcore, Wix </li></ul>SOCIAL MEDIA FOR E-TAILERS Widgets
  46. 54. SOCIAL MEDIA FOR E-TAILERS
  47. 55. Widgets SOCIAL MEDIA FOR E-TAILERS
  48. 56. SOCIAL MEDIA FOR E-TAILERS “ iTunes” “ Buienradar” “ Hyves” “ Facebook”
  49. 57. SOCIAL MEDIA FOR E-TAILERS
  50. 58. <ul><li>Recommendations </li></ul><ul><li>Different views of your inventory </li></ul><ul><li>Alerts </li></ul><ul><li>Mobile </li></ul><ul><li>Apple iPhone & Google Android </li></ul><ul><li>Work on your social graph </li></ul><ul><li>Free some headcount </li></ul>SOME LAST POINTERS
  51. 59. <ul><li>Social media can be used for: </li></ul><ul><li>Measuring buzz & conversations about your brand(s) </li></ul><ul><li>Finding your audience and connect with it </li></ul><ul><li>Direct interaction in a dialogue (be relevant) </li></ul><ul><li>Activating your community </li></ul><ul><li>Create brand ambassadors </li></ul><ul><li>Generating traffic </li></ul><ul><li>Being found </li></ul><ul><li>Supporting </li></ul><ul><li>Helping your customer orientate themselves </li></ul><ul><li>Sales! </li></ul>RECAP
  52. 60. [email_address] www.urbanology.nl www.somelikeitsocial.com www.twitter.com/j0hn www.linkedin.com/in/johnmeulemans ANY QUESTIONS?

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