10 Proven Ways to Turn Social Media into Social Sales in 2013


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A keynote presentation on 10 proven techniques for driving sales with social media - with examples

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10 Proven Ways to Turn Social Media into Social Sales in 2013

  1. 1. 1Show Methe Money!10 Proven Ways toDrive Sales withSocial MediaDr Paul Marsden@marsattacks www.viralculture.comEditor | Social Commerce TodayAuthor | Social Commerce HandbookConsultant | Certified NPS Associate
  2. 2. 2 screenshot_1468Hello from a social media sceptic...
  3. 3. 3 screenshot_1468Hello from a social media sceptic...
  4. 4. 4Hello from a social media sceptic...
  5. 5. 5Hello from a social media sceptic...
  6. 6. 6Hello from a social media sceptic...
  7. 7. 7Hello from a social media sceptic...
  8. 8. 8Hello from a social media sceptic...
  9. 9. 9 No Cats No Harlem Shakes No Brokers/RMs HarmedA different direction...
  10. 10. 10 Dead HypodermicPresidents NeedlesShoe Boxes Zombies
  11. 11. 11 Ben TimLet’s start with a quick intelligence test...
  12. 12. 12 Ben Tim g Be n is lookin ere’s Ben. e H H e opens th his bricks. e for is surprise h boxe s and to h he ric ks are in t finds the b der box! wash powLet’s start with a quick intelligence test...
  13. 13. 13 Ben Tim Now here’s Tim, Ben’s brother. Tim find s Ben’s boxes and want ’s to play with bricks. Whic h box does he open first?Which box will Tim open to play with the bricks?
  14. 14. 14 oe s not know that Tim d We know in the was h Ben rickssaorewe correctly that the b Tim po wder box, the bricks k in guess he will loo box first... This requires “social intelligence” our ability to put ourselves in somebody elses shoes and see the world from their perspective. The real value o f social media is it can boost our that social intelligen ceWhich box will Tim open first to play with bricks?
  15. 15. 15 al im test is a re The Ben/T intelligenc e ial test of soc Under 5’s fail the test, as do those suffering from autism Psychologists b elieve social int underpins huma elligence n consciousnes without it we’d s; be zombiesPsychologists believe that without social intelligence, wewould not be conscious; we’d be ‘zombies’
  16. 16. 16 “A wise man learns from the experience of others, a fool by his own” Ψ Social Intelligence: Ability to understand and learn from each other and profit from social situationsEnough of the psychology already; the thing to know isthat social media boosts social intelligence
  17. 17. 17 th in g sales wi The se cret to driv e it to help us social m edia is to eir a rter with th peop le shop sm ce socia l intelligenQ: How can we use this insight to drive sales with socialmedia? A: By helping people use their social intelligence
  18. 18. 18 na ncial helps Am eriprise Fi spects us e pro custo mers and nce with a ige ocial intell lp their s e rvice to he LinkedIn powered s r nan cial adviso the m find a fiHelping people use their social intelligence
  19. 19. 19 ple If” helps peo Finnis h insurer “ ith nte lligence w use th eir social i g ia by allowin social med ting co ntact exis pro spects to ut about them custome rs to find oHelping people use their social intelligence
  20. 20. 20Helping people use their social intelligence
  21. 21. 21 A Social Q& ith it’s new Amazon, w sa me; helpin g servic e does the with socia l rt shop sma people ttin g product intellige nce by ge ers product own feed back fromHelping people use their social intelligence
  22. 22. 22 10 Proven Ways to Drive Sales with Social Media** Online media that supports social interaction and user contributions
  23. 23. 23 le He lping peop l shop with socia h intell igence wit d ratings an n reviews ca y bo ost sales b 10%1. Put stars everywhere...
  24. 24. 24 le He lping peop ia is with socia l rs ocial med shop h Remembe ia’; it’s not intell igence wit ‘earned m ed ut ratings an d what yo u say abo ers n ’s what oth reviews ca yourself, it ost sales b y say about you bo 10%1. Put stars everywhere...
  25. 25. 251. Put stars everywhere...
  26. 26. 26 gs curating ratin Consider ell your ow n ;s a nd reviews ake affiliat e m rvices and se so n those of c ommission etitors your comp2. Own a star system...
  27. 27. 271. Put stars everywhere...
  28. 28. 28 es customer En terprise us nd bo nus staff a ratings to romotions p decide on3. Be a star system...
  29. 29. 29 cia l media as Appl e ‘gets’ so ia s ocial med earned media; its er im ple - deliv st rategy is s es t’ experienc ‘ins anely grea ing about worth talk4. Take an experiential bite out of Apple... ...with services worth talking about
  30. 30. 30 Referral $1927 Value Total Promoter Value $2446 Sales Value $43734. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  31. 31. 314. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  32. 32. 32 € € € € € € € € € € € € € € € € € € € € € € € € € € € € € € Client Value Detainees Angel Candidates Angels Insurgents Agnostics Missionaries € € € Propensity to Recommend4. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  33. 33. 33 ‘Owned’ Media 28 149 82 32 ‘Earned’ Social Media ple er ; help peo a no-brain Here’s ht heir social se you wit ia choo g social med intelligen ce by usin ... mo te sharing plu gins to pro5. Make everything shareable
  34. 34. 34 ial cialist soc Host a spe mote soci al ro med ia hub to p h intellige nce throug g knowle dge sharin6. Host a hub
  35. 35. 35 to Use so cial media p help p eople sho r smarte r with thei lligence by social inte als rewar ding referr $31,500 $486,090 Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)7. Reward referrals
  36. 36. 36 r marketin g 40% of your Fans ou By re -aligning y e Haven’t Recommended as ons peopl with the re ive yo u - you’ll g you... commend l re on versationa them the c m n to help the ammunitio e d you mor recommen8. Realign marketing... with reasons-to-recommend
  37. 37. 37 40% of your Promoters Haven’t Recommended Franklin D Roosevelt (D) Wendell Wilkie (R) ns Giving existing fa o al currency t nversation w co fr iends is ho influ ence their s u ence work media infl8. Realign marketing... with reasons-to-recommend
  38. 38. 38 lp lm edia to he Use socia marter wit h ps p eople sho y social intelligence b b hem to clu enabling t k nd get bul together a discounts9. Tango with Tuangou
  39. 39. 399. Tango with Tuangou
  40. 40. 409. Tango with Tuangou
  41. 41. 419. Tango with Tuangou
  42. 42. 42 if s t critically, Fina lly, and mo sales with ive you want to dr to ia, you need s ocial med rvices wor th se inn ovate with .. talk ing about.10. Don’t tell stories, Be the story
  43. 43. 43 ia s ocial med The amount of ctly e arn is dire c ontent you difference the driven by betwee n people’s es nd experienc exp ecations a10. Don’t tell stories, be the> EXPECTATION EXPERIENCE story
  44. 44. 44SUMMARY: 3 CORE PRINCIPLES 1. Help People Use their Social Intelligence 2. Help People Make Recommendations 3. Help Deliver Services Worth Recommending le s , the simp In other word sales with ng sec ret to drivi y ia is to deplo social med e ia as a servic social med
  45. 45. 453 Core Insights for Unlocking Sales with Social Media “Our social 1. Help People Use their Social Intelligence strategy is 2. Help People Make Recommendations simple; it’s 3. Help Deliver Services Worth Recommending clients happy talking” Social-as-a-Service
  46. 46. 46SUMMARY: 10 WAYS TO DRIVE SALES WITH SOCIAL1. Put stars everywhere 6. Host a hub2. Own a star system 7. Reward referrals3. Be a star system 8. Realign marketing4. Take a bite out of Apple 9. Tango with Tuangou5. Make everything sharable 10. Don’t tell Stories, Be the Story No s! C atThank you! @marsattacks www.viralculture.com +44 777 95 77248
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