Social Media: A New World of Opportunities


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This presentation, delivered to the Charlotte chapter of the Women Presidents' Organization, focused on an in-depth look at how three companies have used social media to build their businesses. The three case studies include Fiskar's Fiskateers,, and Louis E. Page, Inc.

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  • We have learned to value our own attention and now know how to control what our focus is placed on. We make our determination within 5 seconds of focus. The world is screwed up, we’ve learned we have a voice in helping to make it better. This goes for companies and the products and services we use from them. We want you to start listening to us instead of just “telling us how it is.” Engineers are the worst. We say customer uses it “this” way, customer tells us they use it “that” way. Engineers (company) says they’re wrong, customer goes to competitor. We’ve come to realize that the world is run by humans, not brands. So we want to “know” the humans behind the brands so that we can determine if we trust them, believe in them, and want to help them. We want a relationship instead of just a receipt. Employees are not “assets.” Customers are not “transactions.” We live in a time with a focus on self-empowerment. We have access to millions of bytes of information that can help us from everything including how to make green been casserole to how to change the oil in our cars. Education is the new currency for trust and credibility, which lead to transactions. Let’s solidify these points before we move on. How many of you change the channel on TV during commercials? My communication only reached 10% of you. How many change the channel on the radio during commercials? My communication only reached 5% of you. How many of you quickly flip the page in magazines if it is an ad? My communication only reached 1% of you. How many of your glance at the billboards? My communication reached 20% of you. But did you remember it later? 0% How many of you walk away from an active conversation with another person? My communication reached 100% of you. Not only that, I held your attention for longer than that 30 second TV/radio spot. I held your attention longer than it took to flip the page or pass that billboard. Conversations are the best platform for communicating your message, because they engage the person.
  • Fiskars did not look in-house to find employees to become the connection, they went out and found customers that are passionate about Fiskars products and what it allows them to do and they recruited them. This doesn’t always have to be the case, the key is to have the passion and the ability to communicate as “one of them” (your customers.) Fiskars knew that they needed to engage their audience in a more direct, continuous manner to ensure the relationship was continually developing and solidifying. Thus their platform started with a blog and grew to include other platforms such as message boards, photo sharing, online videos, Facebook and Twitter. Fiskars understood that the value of Social Media and Web 2.0 techniques was not in that it created the complete relationship, but that it provided the opportunity to meet their customers face-to-face, thus solidifying the relationship. By requiring interested customers to submit their request to join through an application process, they in turn created a sense of “exclusivity” which created a feeling of “special recognition and access” thus putting emphasis on membership.
  • 1. The message board post started in August 10 th , 2009 to Today. It has 14044 replies. Wouldn’t you like your customers to share THAT much with you.
  • Fiskars did not look in-house to find employees to become the connection, they went out and found customers that are passionate about Fiskars products and what it allows them to do and they recruited them. This doesn’t always have to be the case, the key is to have the passion and the ability to communicate as “one of them” (your customers.)
  • Social Media: A New World of Opportunities

    1. 1. Social Media: A New World of Opportunities Real-World Case Studies of Businesses Gone Social Presented to: Women Presidents’ Organization
    2. 2. What’s all the buzz about Social Media!?
    3. 3. The Five Concepts of Social Media
    4. 4. #1 Social Media sites are just tools… not the focus
    5. 5. #2 Customers can now control what they want to “hear”!
    6. 6. #3 Customers want to speak and not just be spoken to!
    7. 7. #4 Customers want a relationship… not just a receipt!
    8. 8. #5 Education now converts more often than promotions!
    9. 9. So who actually “Gets It”? <ul><li>Fiskars </li></ul><ul><ul><li>Creating a community for crafters. </li></ul></ul><ul><li>Zappos </li></ul><ul><ul><li>Letting employees be the brand. </li></ul></ul><ul><li>Louis E. Page, Inc. </li></ul><ul><ul><li>Educating their prospects to make them customers. </li></ul></ul>
    10. 10. Fiskars & The Fiskateers <ul><li>Founded in 1649 at Fiskars Bruk, Finland </li></ul><ul><li>Quality cutting tools for home, garden, crafting and office </li></ul><ul><li>~$1B in revenue for 2009 </li></ul><ul><li>48% of revenue from “Home” brands </li></ul><ul><ul><li>crafting as the majority </li></ul></ul>
    11. 12. How’d They Do That! <ul><li>Recruited “Ambassadors” from customers </li></ul><ul><li>Multimedia communications platform </li></ul><ul><li>Digital interaction + physical interaction = tighter relationship </li></ul><ul><li>Exclusivity & community = belonging & loyalty </li></ul>
    12. 13. Break It Down <ul><li>Communications platform </li></ul><ul><ul><li>Mini-site = front face </li></ul></ul><ul><ul><li>Blog = information sharing </li></ul></ul><ul><ul><li>Message board = community discussion </li></ul></ul><ul><ul><li>Videos & Craft TV = visual communication </li></ul></ul><ul><ul><li>Photo gallery = visual stimulation </li></ul></ul><ul><ul><li>Facebook = information promotion (extend reach) </li></ul></ul><ul><ul><li>Twitter = information promotion (extend reach) </li></ul></ul>
    13. 15. Key Concept <ul><li>Community = sense of belonging (bond with customers) </li></ul><ul><li>Sense of belonging = access to customers’ minds </li></ul><ul><li>Access = product feedback, innovation ideas, brand loyalty and increased sales </li></ul>
    14. 16. The Results for Fiskars? <ul><li>Results of the Fiskateers initiative? </li></ul><ul><ul><li>Original goal: 200 members </li></ul></ul><ul><ul><li>Actual results: Over 6,000 members & growing </li></ul></ul><ul><ul><li>300% increase in year-over-year sales </li></ul></ul>
    15. 17. Wow’ing Customers <ul><li>Founded in 1999 in Henderson, Nevada </li></ul><ul><li>Online retailer only </li></ul><ul><li>Originally sold only shoes, now: </li></ul><ul><ul><li>Clothing </li></ul></ul><ul><ul><li>Accessories </li></ul></ul><ul><ul><li>Handbags & Purses </li></ul></ul><ul><ul><li>Eyewear & Watches </li></ul></ul><ul><li>Revenue in 2008: $1B+ </li></ul><ul><li>Acquired by in 2009 for $1.2B </li></ul>
    16. 19. How’d They Do That! <ul><li>Focus on WOW’ing customers with their great customer service </li></ul><ul><ul><li>Free shipping both ways </li></ul></ul><ul><ul><li>A 365-day return policy </li></ul></ul><ul><ul><li>A 24/7 call center/Online customer service </li></ul></ul><ul><li>Multimedia communications platform </li></ul><ul><li>Employees are the relationship builders </li></ul><ul><li>Openness and transparency build trust </li></ul>
    17. 20. Break It Down <ul><li>Communications platform </li></ul><ul><ul><li>Core ecommerce website = sales </li></ul></ul><ul><ul><ul><li>Customer product reviews </li></ul></ul></ul><ul><ul><ul><li>Product promotion widgets </li></ul></ul></ul><ul><ul><ul><li>Video product descriptions </li></ul></ul></ul><ul><ul><ul><li>Customer submitted videos & pictures </li></ul></ul></ul><ul><ul><li>Blog = information sharing (written by employees) </li></ul></ul><ul><ul><li>Zappos.TV = “behind the scenes” (culture sharing) </li></ul></ul><ul><ul><li>Facebook = information promotion (extend reach) </li></ul></ul><ul><ul><li>Twitter = information promotion (extend reach) </li></ul></ul>
    18. 22. Key Concept <ul><li>Employees as Relationship Builders = Greater customer loyalty </li></ul><ul><li>Increased customer loyalty = Increase in lifetime sales of the customer </li></ul><ul><li>Increased lifetime of the customer = Raving brand loyalists who become strong word-of-mouth referral points </li></ul>
    19. 23. The Results for <ul><li>Results for’s online initiatives? </li></ul><ul><ul><li>75% of annual revenue is from repeat customers </li></ul></ul><ul><ul><li>They have become the king at creating the most loyal employees, fans, and brand evangelists! </li></ul></ul>
    20. 24. Louis E. Page, Inc. Educating Customers <ul><li>Founded in 1893 at Littleton, Massachusetts </li></ul><ul><li>117 years old </li></ul><ul><li>3rd generation family owned </li></ul><ul><li>Unusual and hard to find fencing products </li></ul>
    21. 26. How’d They Do That! <ul><li>Multimedia communications platform </li></ul><ul><li>Focused on education over promotion </li></ul><ul><ul><li>Showing results rather than telling benefits </li></ul></ul><ul><ul><li>Become a resource expert on using products to build solutions </li></ul></ul><ul><ul><li>Share the information where your customers are </li></ul></ul>
    22. 27. Break It Down <ul><li>Communications platform </li></ul><ul><ul><li>Corporate website = front face </li></ul></ul><ul><ul><li>Blog = information sharing/education </li></ul></ul><ul><ul><li>Videos = visual “how to’s” </li></ul></ul><ul><ul><li>Twitter = information promotion (extend reach) </li></ul></ul><ul><ul><li>Facebook = information promotion (extend reach) </li></ul></ul>
    23. 29. Key Concept <ul><li>Educated prospect = Happy customer </li></ul><ul><li>Put the value on the solution rather than product </li></ul><ul><li>Multiply solutions = Multiply sales </li></ul>
    24. 30. The Results for Louis E. Page, Inc. <ul><li>Results for online initiatives? </li></ul><ul><ul><li>850% increase in sales leads </li></ul></ul><ul><ul><li>Average monthly visits of ~4,000 (up 400%) </li></ul></ul><ul><ul><li>Lead to media coverage, which increased site traffic. </li></ul></ul>
    25. 31. What Can I Do to Start Using Social Media in My Business?
    26. 32. Step One: Find the Channels Your Customers Use
    27. 33. Step Two: Look for the conversation and start listening!
    28. 34. Step Three: Identify your end user to find your true customer
    29. 35. Step Four: Start asking for feedback! Engage your customers!
    30. 36. Step Five: Start or join the conversation
    31. 37. Remember the Concepts <ul><li>The social media sites are just tools </li></ul><ul><li>Customers control what they want to “hear” </li></ul><ul><li>They want to speak, not just be spoken to </li></ul><ul><li>They want a relationship, not just a receipt </li></ul><ul><li>Education converts more than promotion </li></ul>
    32. 38. Thank you for your time! Brian Hamlett is the President and owner of mPower Consulting, an online marketing consultancy based in Charlotte, North Carolina. His goal is to “Make the Web Easy” for businesses and organizations to leverage the power of the Internet to fuel growth, increase sales, attract new prospects and build strong relationships with customers. He is routinely invited to speak to groups on topics such as: social media for businesses, online marketing strategy, building better websites, using the web to cut operational costs, and digital relationship-building. Contact him or learn more about him by going to: