A case study on social selling - how to leverage facebook to generate qualified leads & revenue for the partners.

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Vinod Nagar, Global Social Media Lead at Microsoft.
11+ years of experience across advertising, marketing, digital, social
media, search and customer support experience.
Enjoying working with Microsoft, Nokia, Ogilvy, Euro RSCG (Havas
Digital), etc. Managed international brands such IBM, Dell, BSNL,
Clarins, LuLu Hypermarket, MBC2, Ford, etc. during advertising
career.
Entrepreneur skills, that’s feedback I get from people.
Reading books, passionate about marketing, cricket, fitness, travel,
movies.
https://ae.linkedin.com/in/vinodnaagar

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Social selling – a case study
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We started looking at the data – do we
really need to sell through social media?
• Nokia Pakistan fanpage is one of the countries
which is delivering higher volume on social media
platform
• The inquiries regarding Sales & CRM are increasing
as consumer are asking about prices and availability
of the product.
• Sales & CRM forms 17% of the total requests
received since Pakistan started.
• Most of the inquiries in week39 was regarding
(Services & Software (56%) and Devices (37%).
42%
37%
17%
2%
2% 0% Total %
Devices
Services & Software
Sales & CRM
N/A
Accessories
Repair & Recycle
0%
2%
2%
2%
3%
1%
3%
4%
0%
1%
2%
3%
4%
5%
Sales & CRM

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We’ve looked at what consumers are
talking in Facebook.Type Detail Additional Detail Query
General Enquiry
Product information
Can any one tell me about Lumia series ??
Can i watch tv chennal like Geo and Ptv on # Nokia Asha 503 ?
can u plz tell me isme wifi hai?
Plz send me some pics of nokia 1020 ane some special features. Plz
Price &
Availability
Salam whats the price of nokia lumia 520 in karachi these days ? i want to buy nokia lumia 520 ...!
What is price of nokia lumia 520? Does ths support microsoft editing save and pdf reader?
What is the price of NOKIA LUMIA 520 ?? Please reply fast.
whtz de price of nokia lumia 520? plzZz telo0o
CARE Service
Can i g0 t0 the n0kia care 0ffice f0r this pr0blem
dear ,what i do to contact your marketing service ,,and i want share something or i contact any respected person there ,,in karachi
How to get this policy for lumia?
Nokia Pakistan, can you please tell me contact details for your Karachi service centre, I need accessories for my Lumia 520 and 620.
plzz tell me whr is nokia care centre in KARACHI...i wana buy lumia 625 and these asssries
stolen phone My nokia mobile has stolen. Tel me what can i do.
Consumer purchase plzzzzz mjhhh nokiaa asha 2oo ki baby pink clr ki ksing lenii haii but mrkit mai nh haii kb tk avelebil hogaa plzzzz rply mee
Warranty Service my waranty is finished a year is passed but my cell is still same as it was can i promote my warnty of my cell for next year
Non-Nokia
request
hi nokia i want to ask that the nokia lumia windows phones are suported android softwares or not
Warranty Services
My mobile phone fell in water and still has warranty so would it be repaired if i show its warranty card on the shop
CARE delivery NOKIA ASHA 501 KAISA HAY GUYZ
Consumer
Management
stolen phone Hello Nokia Admin, hi, pls tell me one thing, some one took my nokia Asha 206 yellow. now i dont know how to block my mobile and ufone sim, can you pls guide me quickly how to block these. thanks
Warranty Services Does nokia care in pakistan accept united mobile waranty at its care centers??
Non-Nokia
request
Give me a ans of my one quesiton?
Why did,nt nokia co make andriod phone,s???coz it,s beter then all cell ph co...every people like andriod fone,s. . .so what???
Price &
Availability
I WANT NOKIA 700 BUT ITS NOT AVALIBLE I WANT THAT PHONE NO MATTER THE PRICE PLZZ
Complaint CARE delivery Nokia ka konsa mobil h jis m wifi our sasta bhee ho

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Team agreed and we started planning
Objective:
• Pilot this opportunity for 6 weeks and evaluate whether it
delivers the expected results.
• Pilot market – Pakistan
• Social media platforms/tools – Facebook (Twitter can be
included too)/ moderated and managed by LSW tool.
Expected results (How to measure success):
• No. of leads*
• Lead to sales conversion rate** ~ 10%
*No. of leads = No. of customers who responds with
their contact details to CC Social Media team via
Facebook private message. The target benchmarking is
done based on learning from India service to sales
activity
**Lead to sales conversion rate = No. of customers who
converted into sales out of total leads sent by CC Social
Media team. The target benchmarked based on LSU
discussions

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Clearly defined process
Customer post
a comment in
Facebook
CC SoMe Agent
evaluate the post
and identifies an
opportunity
Received
in
LSW
tool
Sales
&
CRM
enquiry
CC SoMe Agent
responds & asks
customers for
contact details.
(script – tbd)
Reply
from
customers
?
Customer sends
contact details
via FB PM
CC SoMe Agents
forward the
details to Local
Care in no time.
*Local Care
contacts customer
and informs back
to CC SoMe on the
status to close the
loop
N
o
Case closed.
No follow up.
Yes
Dummy Response Script: Thanks for your
interest in our product. Please find more
details on product xxx. If you’re keen to buy
the product, please send your personal
contact details (name, mobile no. city) via
Facebook private message and our
representative will call you in 2 working
days. Thanks Nokia Pakistan Team
Note:
1. Contact details required from
customers are “name, city and
mobile no.” via Facebook private
message functionality.
2. CC SoMe Agent records customer
enquiry in proper format and
forward the customer contact
details to local as when he receives.
3. CC SoMe agent prepares weekly
report with status and share with
Nokia team
4. Local care has to update back to CC
SoMe agent on the status in order
to close the loop with customers to
avoid complaint from customer.
5. CC SoMe team will share each lead
with local Care with 30 mins during
operational hours.
6. Consumer SLA – 24 hours (in the
script)

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So what we executed
• Contact center team
• Reactive response to all customers who were interested to know the
price of the phone
• Targeted the customers who were asking for the specs of the phone
• Pakistan Care center
• Receive the leads & convert those prospects to customer
• End to end fulfilment
• Marketing/Care team
• Devised offers content and pro-actively promoted in Facebook
Good
engagement &
alignment
between all the
teams

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Results & findings
Metrics Results Target
Total social media volumes (wk 7-wk 13) 2,042 NA
Total sales & CRM questions (wk7 – wk13) 1,144 NA
Total no. of customers contacted via CC SoMe agents 413 NA
Total no. of customers responded via FB.
(No. of leads)
67 NA
Lead to Sale Conversion rate 12% 10%
Conversion rate
(Devices sold/ # of
sales & CRM
questions) = 0.7%. In
comparison through
Voice channel, this
number ranges from
0.15% in China,
3.18% in HK & 0.2%
in India
Successful
completion of the
pilot phase by
meeting 12%
leads conversion
against the target
of 10%
• Price & product info related enquiries were 36% of
the total sales and CRM enquiries.
• No operational & cost impact based on partner
feedback.
• The pilot focus was on Lumia through pro-active
posts. Customers were more interested in Nokia X
which forms 33% of total queries followed by Lumia
1520 at 17%. This shows that the potential is Nokia
X. Customers are showing interest in Nokia X and
ready to do advance booking. And some of the
customers wants to wait for Nokia XL.
• Marketing supported with advertising budget for
promoting 2 posts (1520 & 1320).
• No. of unit sold = Five Lumia 1520, One Lumia 520,
One Lumia 525, One Nokia X. The revenue
generated is $4.2k USD.
• Lots of customers are not picking up the calls –
continuous follow being done by Care center.
• Many leads were in pipeline.

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Thank you!