How can social media increase                                your business success?Author: Jean-Francois MESSIER
This document is part of the “Social   Media and Business” series                                                      by ...
to use socialmedia for business?1.Branding2.Research3.Customer retention4.eCommerce5.Lead generation
#1
1. Branding     To promote the new     Toyota Sienna SE, the      company does     something new, fun     and engaging.
1. Branding     They show pseudo-cool     hiphop-ish parents,     called the “Sienna     Family”, and their     Swagger Wa...
1. Branding         8 million                views
1. Branding         182,500              shares
1. BrandingHeineken makes excellent use of social             media by sharing (really                    funny) videos an...
1. BrandingHeineken makes excellent use of social             media.                      700,000                         ...
1. BrandingThe Blendtec campaign is based on               using unblendable               objects to test the            ...
1. Branding The videos were created with             rudimentary props             and shot in the             Blendtec br...
1. Branding                                                     $100                                                      ...
Coca-Cola fan page:# of fans                14 million
#2
2. Research      Many companies are      using social media as a      tool to do simple,      anecdotal research.
2. Research         gave their         consumers         a        70,000              ideas              in the first year
2. Research         gave their         consumers         a        50,000              product ideas
2. Research  Ask your visitors to leave    suggestions in your    comments section.
2. Research     Use the tools from to include polls and surveys      in your eNewsletter.
#3
3. Customer RetentionIt costs                     …as it does to keep                     an existing one.   to     times ...
3. Customer RetentionIt costs                     So it would be                  smart to use social                   me...
3. Customer Retention                ’s IdeaStormis an online community that allows users tosubmit ideas for new products ...
3. Customer Retention                    noticed that     people were complaining     about the company on Twitter.     Th...
3. Customer Retention    Customers went from being    disgruntled to being brand    advocates — all because they    were p...
3. Customer Retention     set up a                  account       on April 8, 2008,           and helped                  ...
3. Customer Retention         Airline companies use
3. Customer Retention         Virgin uses       to make it easy to build       relationships, not only with       other cu...
3. Customer Retention       Many people travelling make       memories.       So it just makes sense for                 ,...
3. Customer Retention       Jet blue uses             3,777                       items
3. Customer Retention          Delta uses          and caused a huge buzz.                2 million                       ...
3. Customer Retention“Admirersdubbed the 33-year-old Atlantawoman“Deltalina,” acombination ofthe airline’sname andAngelina...
3. Customer Retention           In 2009 , because of           the Icelandic volcano,           KLM was the first         ...
3. Customer Retention           In 2009 , because of           the Icelandic volcano,           KLM was the first         ...
3. Customer Retention          Southwest Air uses          If you spend any amount          of time on Twitter it is      ...
3. Customer Retention    They use it a number of ways…          Travel advisories
3. Customer Retention    They use it a number of ways…          Travel advisories          Customer service          Point...
#4
4. eCommerce      ’s ROI just for sending out a tweet       might look something like this:1.5 million  followers 50,000  ...
4. eCommerceBy the end of 2009,        hadgeneratedin sales from         alone.
#5
5. Lead Generation            The hook is            the                 you share
5. Lead Generation                fishing          is like
5. Lead Generation     The fishnet        matters
5. Lead Generation     The fishnet  Valueyou share
5. Lead Generation     The fishnet        = Value       you share
5. Lead Generation         Push           and   pull                 audience                 to your fishnet Value
5. Lead Generation         Push           and   pull                 audience                 to your fishnet Value
5. Lead Generation          Remove         barriers             to entry.               People are lazy. Value
5. Lead Generation          Tweet the titles of all            articles you have         written, and each URL,           ...
5. Lead Generation           Use Twitter as a way          to grow your networks          on other social media           ...
5. Lead Generation            Tweet 80% content           your readers will find           helpful and 20% self           ...
5. Lead Generation                                Follow people who                                retweet your content   ...
5. Lead Generation           Don’t do this.                People are lazy.           Don’t ask people to           fill o...
5. Lead Generation           Do this.               People are lazy.           Make it easy           to get started. Value
5. Lead Generation           Or this.             People are lazy. Value
5. Lead Generation           Not to many !             People are lazy. Value
Value    Noengagement
Value               Value       Value    No          Increasingengagement     engagement
Value                               Value                       Value               Value       Value    No          Incre...
Buildrelationships.Share ideas andinfo with peoplewho have similarinterests,and then meetthem offline.
SynthesisBranding:Research:Customer retention:eCommerce:Lead  generation:
Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal    online engagemen...
If you were interested in this presentation,you may be interested in this one as well…
Author: Jean-François MESSIER                 Global New Technologies Director at Mercuri International                 Em...
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Business & Social media : How to achieve 5 business objectives ?

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Business & Social media : How to achieve 5 business objectives ?

  1. 1. How can social media increase your business success?Author: Jean-Francois MESSIER
  2. 2. This document is part of the “Social Media and Business” series by JF MESSIER
  3. 3. to use socialmedia for business?1.Branding2.Research3.Customer retention4.eCommerce5.Lead generation
  4. 4. #1
  5. 5. 1. Branding To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
  6. 6. 1. Branding They show pseudo-cool hiphop-ish parents, called the “Sienna Family”, and their Swagger Wagon on
  7. 7. 1. Branding 8 million views
  8. 8. 1. Branding 182,500 shares
  9. 9. 1. BrandingHeineken makes excellent use of social media by sharing (really funny) videos and photos of events, sponsoring contests and asking questions.
  10. 10. 1. BrandingHeineken makes excellent use of social media. 700,000 fans
  11. 11. 1. BrandingThe Blendtec campaign is based on using unblendable objects to test the blender’s abilities.
  12. 12. 1. Branding The videos were created with rudimentary props and shot in the Blendtec break room, but they are fun. 17.1 million views
  13. 13. 1. Branding $100 initial outlay 17.1 million viewshttp://ezinearticles.com/?Social-Media-Case-Study:-Blendtec&id=5321029
  14. 14. Coca-Cola fan page:# of fans 14 million
  15. 15. #2
  16. 16. 2. Research Many companies are using social media as a tool to do simple, anecdotal research.
  17. 17. 2. Research gave their consumers a 70,000 ideas in the first year
  18. 18. 2. Research gave their consumers a 50,000 product ideas
  19. 19. 2. Research Ask your visitors to leave suggestions in your comments section.
  20. 20. 2. Research Use the tools from to include polls and surveys in your eNewsletter.
  21. 21. #3
  22. 22. 3. Customer RetentionIt costs …as it does to keep an existing one. to times asmuch to acquire anew customer…
  23. 23. 3. Customer RetentionIt costs So it would be smart to use social media as a tool to keep customers loyal and engaged…
  24. 24. 3. Customer Retention ’s IdeaStormis an online community that allows users tosubmit ideas for new products orimprovements to existing ones 30% drop in negative sentiment!
  25. 25. 3. Customer Retention noticed that people were complaining about the company on Twitter. They started tweeting back to the disgruntled customers.
  26. 26. 3. Customer Retention Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.
  27. 27. 3. Customer Retention set up a account on April 8, 2008, and helped users in need.
  28. 28. 3. Customer Retention Airline companies use
  29. 29. 3. Customer Retention Virgin uses to make it easy to build relationships, not only with other customers, but with the airline itself. Happy customers means returning customers, and it appears that Virgin America gets that.
  30. 30. 3. Customer Retention Many people travelling make memories. So it just makes sense for , a photo sharing community, to be part of the social media tools being used.
  31. 31. 3. Customer Retention Jet blue uses 3,777 items
  32. 32. 3. Customer Retention Delta uses and caused a huge buzz. 2 million views
  33. 33. 3. Customer Retention“Admirersdubbed the 33-year-old Atlantawoman“Deltalina,” acombination ofthe airline’sname andAngelina Jolie,who they say she 2 million viewsresembles.”
  34. 34. 3. Customer Retention In 2009 , because of the Icelandic volcano, KLM was the first airline to use & to offer people an alternative channel to rebook their flights.
  35. 35. 3. Customer Retention In 2009 , because of the Icelandic volcano, KLM was the first airline to use & 59,000 followers
  36. 36. 3. Customer Retention Southwest Air uses If you spend any amount of time on Twitter it is hard not to notice somebody talking to or about airlines.
  37. 37. 3. Customer Retention They use it a number of ways… Travel advisories
  38. 38. 3. Customer Retention They use it a number of ways… Travel advisories Customer service Pointing followers to interesting posts…. Regular fun chit-chat Informing SouthWest customers of great places to eat during layovers or delays
  39. 39. #4
  40. 40. 4. eCommerce ’s ROI just for sending out a tweet might look something like this:1.5 million followers 50,000 followers who see the tweet 500 followers who click on the link 50 purchasers based on the tweet $25,000 in sales: 50 purchases x $500
  41. 41. 4. eCommerceBy the end of 2009, hadgeneratedin sales from alone.
  42. 42. #5
  43. 43. 5. Lead Generation The hook is the you share
  44. 44. 5. Lead Generation fishing is like
  45. 45. 5. Lead Generation The fishnet matters
  46. 46. 5. Lead Generation The fishnet Valueyou share
  47. 47. 5. Lead Generation The fishnet = Value you share
  48. 48. 5. Lead Generation Push and pull audience to your fishnet Value
  49. 49. 5. Lead Generation Push and pull audience to your fishnet Value
  50. 50. 5. Lead Generation Remove barriers to entry. People are lazy. Value
  51. 51. 5. Lead Generation Tweet the titles of all articles you have written, and each URL, so your followers can find them easily. Value
  52. 52. 5. Lead Generation Use Twitter as a way to grow your networks on other social media channels. It can be the hub of your social media wheel, with each channel a spoke. Value
  53. 53. 5. Lead Generation Tweet 80% content your readers will find helpful and 20% self promotion. A good mix will get you farther than 100% promotion. Value
  54. 54. 5. Lead Generation Follow people who retweet your content in order to build relationships with people who value what you share. ValueFind out who is tweeting yourlinks with Backtweetshttp://backtweets.com/
  55. 55. 5. Lead Generation Don’t do this. People are lazy. Don’t ask people to fill out 10 fields of Value personal information.
  56. 56. 5. Lead Generation Do this. People are lazy. Make it easy to get started. Value
  57. 57. 5. Lead Generation Or this. People are lazy. Value
  58. 58. 5. Lead Generation Not to many ! People are lazy. Value
  59. 59. Value Noengagement
  60. 60. Value Value Value No Increasingengagement engagement
  61. 61. Value Value Value Value Value No Increasing Highengagement engagement engagement
  62. 62. Buildrelationships.Share ideas andinfo with peoplewho have similarinterests,and then meetthem offline.
  63. 63. SynthesisBranding:Research:Customer retention:eCommerce:Lead generation:
  64. 64. Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal  online engagement, slideshare Chia - Digital Media Strategist - http://www.slideshare.net/malchia  Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant, The Mobile Internet Report, Morgan Stanley, December 2009 Pete Cashmore, Randall Rothenberg Internet Trends, Morgan Stanley, April 2010  Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini The 5 components of a complete social media program, Adam Kleinberg - CEO of  How organisations can harness the power of Web 2.0 Traction, November 2010  WWW 3.0, Jenny Williams IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert faase  Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab The Future of Social Media, Tom Ollerton,  Social Media Sharing Trends 2010, Rewind 2010 Social and digital media, www.paratuscommunications.com  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010 Social Media Communication, slideshare  DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform Social Business by Design, David Armano - Dachis Group  Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz Social Media for Business, PresentationAdvisors  The Science of Facebook, The science of social networking. Dan Zarrella - Social Media WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf Scientist Five Tips for Landing Page Optimization, Tom Wentworth  facebook-inside-out, TIJS VROLIX,  I’M ON FA C E B O O K NOW WHAT?!, Jesse Desjardins Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David  SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Hallerman  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez 5 steps to exploring social media using visualthinking, Jocelyn Wallace  Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Social Media and you, Dani Nordin  Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC N2 Social media HUB 101, What is social media really about?, Riku Vassinen  Using Linkedin for business, P. Jay Massey Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark  Mashable’s twitter guide book Brundage  The twitter book, Tim O’Reilly – Sarah Milstein Search + Social:How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-  Twitter for business, Laura Fitton founder SEOmoz, December 2010  140 twitter marketing tips, David Spinks  How to use linkedin for promoting your business, Robin Goel Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang  Linkedin Extras for SlideShare Pro Users - Industry Analyst  Guy Kawasaki’s 10 ways to use Linkedin The Future of Social Media, Graeme Wood  THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet), Allender  Starting a blog, Dr. Corinne Weisgerber The Social Graph Call, Wedbush Securities, November 2010,  10 ways to a killer blog, Robert and Maryam Scoble NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER  How to Build a Blog, Mark James Normand Social Media @ FORD, Scott Monty, November 2010  IS3241 Enterprise Social Systems, Technology Presentation, GameCheck  Slideshare Zeitgeist 2010, creative commons.org How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner  Channeling your inner youtube, Brad Richardson Fashion and Digital Trends, Tom Ollerton  How to create viral videos?m,November 2010, Tim Ho Social Media in Four Minutes (or less), Tom Ollerton  http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/  http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/ Social Networking Past, Present, Future, Mark Suster  http://technmarketing.com/web/top-5-reasons-to-tweet/ Designing for interaction, Interfaces for socializing, Daniel Burka  How to Pick Up Followers on Twitter, Guy Kawasaki New business opportunities in retail, Hege Tenno What is social media one year later, Espresso- http://brandinfiltration.com OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso, Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
  65. 65. If you were interested in this presentation,you may be interested in this one as well…
  66. 66. Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.comPhoto CreditAll photos in this presentation were purchased on iStockPhoto.com.All logos or brand references are the copyright of their respective owners.Slides from this document may not be repurposed without express written consent. Send permission requests tojfmessier@mercurifr.com

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