Business & Social media : How to make your Strategy happen ? 5 objectives examples.

1. How can social media increase
your business success?
Author: Jean-Francois MESSIER

2. This document is part of the “Social Media and Business” series
by JF MESSIER

3. to use social
media for business?
1.Branding
2.Research
3.Customer retention
4.eCommerce
5.Lead generation

4. #1

5. 1. Branding
To promote the new
Toyota Sienna SE, the
company does
something new, fun
and engaging.

6. 1. Branding
They show pseudo-cool
hiphop-ish parents,
called the “Sienna
Family”, and their
Swagger Wagon on

7. 1. Branding
8 million
views

8. 1. Branding
182,500
shares

9. 1. Branding
Heineken makes excellent use of social
media by sharing (really
funny) videos and
photos of events,
sponsoring
contests and
asking questions.

10. 1. Branding
Heineken makes excellent use of social
media.
700,000
fans

11. 1. Branding
The Blendtec campaign is based on
using unblendable
objects to test the
blender’s abilities.

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. 1. Branding
$100
initial outlay
17.1 million
views
http://ezinearticles.com/?Social-Media-Case-Study:-Blendtec&id=5321029

14. Coca-Cola fan page:
# of fans
14 million

15. #2

16. 2. Research
Many companies are
using social media as a
tool to do simple,
anecdotal research.

17. 2. Research
gave their
consumers
a
70,000
ideas
in the first year

18. 2. Research
gave their
consumers
a
50,000
product ideas

19. 2. Research
Ask your visitors to leave
suggestions in your
comments section.

20. 2. Research
Use the tools from
to include polls and surveys
in your eNewsletter.

21. #3

22. 3. Customer Retention
It costs
…as it does to keep
an existing one.
to times as
much to acquire a
new customer…

23. 3. Customer Retention
It costs
So it would be
smart to use social
media as a tool to
keep customers
loyal and
engaged…

24. 3. Customer Retention
’s IdeaStorm
is an online community that allows users to
submit ideas for new products or
improvements to existing ones
30% drop in negative sentiment!

25. 3. Customer Retention
noticed that
people were complaining
about the company on Twitter.
They started tweeting back to
the disgruntled customers.

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. 3. Customer Retention
set up a account
on April 8, 2008,
and helped
users in need.

28. 3. Customer Retention
Airline companies use

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. 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. 3. Customer Retention
Jet blue uses
3,777
items

32. 3. Customer Retention
Delta uses
and caused a huge buzz.
2 million
views

33. 3. Customer Retention
“Admirers
dubbed the 33-
year-old Atlanta
woman
“Deltalina,” a
combination of
the airline’s
name and
Angelina Jolie,
who they say she
2 million
views
resembles.”

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. 3. Customer Retention
In 2009 , because of
the Icelandic volcano,
KLM was the first
airline to use
&
59,000
followers

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. 3. Customer Retention
They use it a number of ways…
Travel advisories

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. #4

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. 4. eCommerce
By the end of 2009, had
generated
in sales from alone.

42. #5

43. 5. Lead Generation
The hook is
the
you share

44. 5. Lead Generation
fishing
is like

45. 5. Lead Generation
The fishnet
matters

46. 5. Lead Generation
The fishnet
Value
you share

47. 5. Lead Generation
The fishnet
= Value
you share

48. 5. Lead Generation
Push
and pull
audience
to your fishnet
Value

49. 5. Lead Generation
Push
and pull
audience
to your fishnet
Value

50. 5. Lead Generation
Remove
barriers
to entry.
People are lazy.
Value

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. 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. 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. 5. Lead Generation
Follow people who
retweet your content
in order to build
relationships with
people who value
what you share.
Value
Find out who is tweeting your
links with Backtweets
http://backtweets.com/

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. 5. Lead Generation
Do this.
People are lazy.
Make it easy
to get started.
Value

57. 5. Lead Generation
Or this.
People are lazy.
Value

58. 5. Lead Generation
Not to many !
People are lazy.
Value

59. Value
No
engagement

60. Value
Value
Value
No Increasing
engagement engagement

61. Value
Value
Value
Value
Value
No Increasing High
engagement engagement engagement

62. Build
relationships.
Share ideas and
info with people
who have similar
interests,
and then meet
them offline.

63. Synthesis
Branding:
Research:
Customer
retention:
eCommerce:
Lead
generation:

64. Bibliography
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65. If you were interested in this presentation,
you may be interested in this one as well…

66. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Email: jfmessier@mercurifr.com
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