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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.

Published in: Business, Technology
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  • 1. Social Media Not just for branding Telecombinatie 20 april 2009
  • 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 .
  • 5. SOCIAL MEDIA?
  • 6. SOME STATS
  • 7. SOME STATS
  • 8. SOME STATS
  • 9. Take a guess… A NEW THING?
  • 10.
    • Trust
    • Authenticity
    • Connectivity
    • Sharing
    • Transparency
    …… Which were gone IT’S ABOUT
  • 11. Alt: http://www.youtube.com/watch?v=heSudg-tfIk THE VID THAT SAYS IT ALL
  • 12. SOME MORE STATS “ THE CLUTTER EFFECT” “ BRAND DEGRADATION”
  • 13. SOME MORE STATS “ COMMUNICATION IS THE NEW ENTERTAINMENT”
  • 14. SOME MORE STATS “ EVERYBODY DOES IT”
  • 15. SOME MORE STATS “ 85% SAYS: COME TO ME!”
  • 16. SOME MORE STATS
  • 17. SOME MORE STATS
  • 18. SOME MORE STATS
  • 19.
    • 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
  • 20. CASES: BLENDTEC
  • 21.  
  • 22. CASES: CBS / JERICHO
  • 23.  
  • 24. CASES: DELL
  • 25.  
  • 26. CASES: LEGO LUGNET
  • 27.  
  • 28. CASES: PROCTOR & GAMBLE
  • 29.  
  • 30. CASES: TIVO
  • 31.  
  • 32. CASES: DISCOVERY NETWORKS
  • 33. CASES: VAKSCHOOL SCHOOHOVEN
  • 34. HOW CAN I USE SOCIAL MEDIA? BUT MORE IMPORTANT:
  • 35. 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
  • 36.
    • 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
  • 37.
    • 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
  • 38. 1 in 10 Adults Has Microblogged — on Twitter or Elsewhere SOCIAL MEDIA FOR E-TAILERS Micro-blogging
  • 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)
  • 40.
    • 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
  • 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 .
  • 42. 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
  • 43. SOCIAL MEDIA FOR E-TAILERS
  • 44. SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect
  • 45. SOCIAL MEDIA FOR E-TAILERS Facebook Connect / Google Friend Connect
  • 46. 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
  • 47. SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking
  • 48.
    • Social Bookmarking (online, tagbased, shareable)
    • Search
    • Find!
    • Traffic
    • Tools: Del.icio.us, Tumbler, StumbleUpon, Digg
    SOCIAL MEDIA FOR E-TAILERS Tagging & social bookmarking
  • 49. SOCIAL MEDIA FOR E-TAILERS
  • 50. Tagging & bookmarking SOCIAL MEDIA FOR E-TAILERS
  • 51.
    • Really Simple Syndication
    • Subscription model
    • Offerings & other relevant feeds
    • Tools: Readers, Widgets, Emailclients, iGoogle Netvibes etc
    RSS SOCIAL MEDIA FOR E-TAILERS
  • 52.  
  • 53.
    • 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
  • 54. SOCIAL MEDIA FOR E-TAILERS
  • 55. Widgets SOCIAL MEDIA FOR E-TAILERS
  • 56. SOCIAL MEDIA FOR E-TAILERS “ iTunes” “ Buienradar” “ Hyves” “ Facebook”
  • 57. SOCIAL MEDIA FOR E-TAILERS
  • 58.
    • Recommendations
    • Different views of your inventory
    • Alerts
    • Mobile
    • Apple iPhone & Google Android
    • Work on your social graph
    • Free some headcount
    SOME LAST POINTERS
  • 59.
    • 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
  • 60. [email_address] www.urbanology.nl www.somelikeitsocial.com www.twitter.com/j0hn www.linkedin.com/in/johnmeulemans ANY QUESTIONS?

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