Social Media in Retail

691 views

Published on

Presentatie die ik gegeven heb bij Capgemini voor groep retailers

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Social Media in Retail

  1. 1. Social Retailing Arjen Jelsma Social Media Consultant @arjenjelsma
  2. 3. <ul><ul><ul><li>24 hours of video uploaded every minute onto YouTube </li></ul></ul></ul><ul><ul><ul><li>700 000 new members on Facebook every day </li></ul></ul></ul><ul><ul><ul><li>900 000 number of blog posts put up every day </li></ul></ul></ul><ul><ul><ul><li>700 million people on Facebook </li></ul></ul></ul><ul><ul><ul><li>84 % of social media sites with more women than men </li></ul></ul></ul><ul><ul><ul><li>1,97 billion Internet users worldwide </li></ul></ul></ul><ul><ul><ul><li>- This is 29% of the world population </li></ul></ul></ul><ul><ul><ul><li>10,5 million people following @ladygaga on Twitter </li></ul></ul></ul><ul><ul><ul><li>177 million tweets on Twitter per day </li></ul></ul></ul><ul><ul><ul><li>152 million number of blogs on the internet </li></ul></ul></ul><ul><ul><ul><li>14 % increase in internet users from previous year </li></ul></ul></ul><ul><li>Growth in many areas of social media is exponential </li></ul>Social Media in Numbers
  3. 4. Storytelling
  4. 5. Obermutten Zwitserland
  5. 6. Probleem: niemand kent het
  6. 7. http://www.youtube.com/watch?v=QEjoA_695Fo
  7. 8. Iedereen die ons ‘liked’ plaatsen wij op ons bulletin board
  8. 10. Fans uit 32 landen van alle continenten Meer fans dan Helsinki en Florence 60.000.000 + mensen hebben gehoord van Obermutten 250% extra webtraffic 10.000 fr. 2.4 miljoen mediawaarde 100en bezoekers 1000en beloftes 4/5 interacteert Meer dan bij Lady Gaga en Justin Bieber
  9. 11. Leuk verhaal….
  10. 12. … maar ik ben geen klein dorpje in Zwitserland
  11. 13. Stel je verkoopt…. tampons…
  12. 14. … in Turkije
  13. 15. Probleem voor nieuwkomers
  14. 16. Doelgroep
  15. 17. Dit is Kita
  16. 18. Beroemd worden
  17. 19. Keremcem
  18. 20. Bloggen op Kita’s World Youtube en Facebook
  19. 21. Filmpjes maken Je kon haar digitaal aankleden Virtueel dansen in de kamer Merchandise Nieuwjaarswensen via de mail …
  20. 22. Nieuwjaarsgroet http://www.youtube.com/watch?v=h6w0xh5b6rs
  21. 23. Kamerdans <ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul>
  22. 24. Bekendheid Kita enorm
  23. 25. Beroemd worden met Keremcem
  24. 26. Nr 1 hit http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related
  25. 27. Optreden http://www.youtube.com/watch?v=ydew750H6p0
  26. 28. Na 6 maanden: KOTEX Young Offline en Online
  27. 29. Resultaten : 34% marktaandeel Groei van 20% 23% van Kotex sales Doel was 10% 81% positive buy sentiment Minder budget, meer bereikt
  28. 30. Lessons learned: Start nav trigger Kies medium bewust Kom belofte na Human Interactie ROI niet binnen een week Obermutten Kita Kotex Business trigger Lange adem Goede strategie Juiste plaats aanwezig Social business transform Ervaring
  29. 33. Geïntegreerde aanpak naar social business
  30. 34. <ul><li>Customer Service </li></ul><ul><ul><li>Provide service before a complaint reaches you </li></ul></ul><ul><ul><li>Facilitate customers to support one another </li></ul></ul><ul><ul><li>Reduce response times and lower costs </li></ul></ul><ul><ul><li>Deliver consistent multi-channel experience </li></ul></ul><ul><ul><li>Increase agent productivity </li></ul></ul><ul><ul><li>Reduce customer churn </li></ul></ul><ul><li>Risk / Compliance </li></ul><ul><ul><li>Improve ability to more quickly identify and </li></ul></ul><ul><ul><li>respond to fraudulent activity </li></ul></ul><ul><li>Recruitment / HR </li></ul><ul><ul><li>Identify what leavers/prospects are saying about you </li></ul></ul><ul><ul><li>Identify new talent </li></ul></ul><ul><ul><li>Increase employee loyalty and satisfaction, helping to reduce recruitment costs </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Generate leads and opportunities (through inbound marketing) </li></ul></ul><ul><ul><li>Increase ease with which you can contact prospects </li></ul></ul><ul><ul><li>Transparency and instant feedback via peer-to-peer reviews/recommendations) help increase sales </li></ul></ul><ul><li>Marketing / PR </li></ul><ul><ul><li>Enable user-to-user interaction on the social cloud (on their terms) </li></ul></ul><ul><ul><li>Low-cost way to get a powerful message across </li></ul></ul><ul><ul><li>Improve understanding of customer needs </li></ul></ul><ul><li>Technology Strategy </li></ul><ul><ul><li>Provide service before a complaint reaches you </li></ul></ul><ul><ul><li>Facilitate customers to support one another </li></ul></ul><ul><ul><li>Reduce response times and lower costs </li></ul></ul><ul><ul><li>Deliver consistent multi-channel experience </li></ul></ul><ul><ul><li>Increase agent productivity </li></ul></ul><ul><ul><li>Reduce customer churn </li></ul></ul><ul><li>Corporate Strategy </li></ul><ul><ul><li>Bring Voice of Customer into decision making </li></ul></ul><ul><ul><li>Predict trends </li></ul></ul><ul><ul><li>Improve MI Reporting </li></ul></ul><ul><ul><li>Competitor watch </li></ul></ul><ul><li>Product Development </li></ul><ul><ul><li>Listen to your (potential) customers </li></ul></ul><ul><ul><li>Optimise portfolio of products and services </li></ul></ul><ul><ul><li>Leverage the creativity / knowledge of the crowd </li></ul></ul><ul><ul><li>Lower development costs, reduce time to market and increase success rate (minimises recalls) </li></ul></ul>De potentiële opbrengsten van Social Business Lower Costs Customer Satisfaction Lower Costs Reduce TTM Increase Success Rate Improve Intelligence/MI Customer-focused Strategy Enhance Brand Reputation Increase Productivity Extend Potential Customer Base Increase Sales Lower Costs Increase Employee Loyalty Reduce Anti-fraudulent Activity Lower Costs Reduce Churn Lower Costs Customer Satisfaction
  31. 35. <ul><ul><ul><li>Help customers and let customers help themselves and others </li></ul></ul></ul><ul><ul><ul><li>Ensure there is a platform for them where they can find you, the brand, and other customers </li></ul></ul></ul><ul><ul><li>SMILE </li></ul></ul>Activities <ul><ul><li>S upporting </li></ul></ul><ul><ul><li>M eshing </li></ul></ul><ul><ul><li>I nteracting </li></ul></ul><ul><ul><li>L istening </li></ul></ul><ul><ul><li>E vangelizing </li></ul></ul><ul><ul><ul><li>Integrate customer feedback and input in your product cycles </li></ul></ul></ul><ul><ul><ul><li>Create a place where customers can provide input on your product and where they can see the result. </li></ul></ul></ul><ul><ul><ul><li>Start solving real world problems </li></ul></ul></ul><ul><ul><ul><li>Create an environment that promotes and enables co creation </li></ul></ul></ul><ul><ul><ul><li>Use a platform in which you can interact with your customers </li></ul></ul></ul><ul><ul><ul><li>Doing web care is a good way to get to know what is said about your products </li></ul></ul></ul><ul><ul><ul><li>Give customers a platform on which they can share their thoughts. </li></ul></ul></ul><ul><ul><ul><li>Provide customers a home base with tools so they can promote you / your products </li></ul></ul></ul><ul><ul><ul><li>Create easy promotion kits that can be reused over and over again. </li></ul></ul></ul>Activiteiten online Ervaring
  32. 37. Opdracht
  33. 38. Maak high end Social Business plan C&A SPAR Selexyz
  34. 39. Hou rekening met … Metrics Geïntegreerde aanpak Belofte Doelgroep Business Trigger Planning Ervaring
  35. 40. 3 minuten presentatie Ervaring
  36. 41. Arjen Jelsma Social Media Consultant [email_address] @arjenjelsma 06-270 654 39
  37. 42. Bronnen <ul><li>http://www.youtube.com/watch?v=QEjoA_695Fo </li></ul><ul><li>http://www.mindshareworld.com/what-we-do/case-studies/@kotex-kita </li></ul><ul><li>http://www.marketingwithmeaning.com/tag/kotex/ </li></ul><ul><li>http://www.youtube.com/watch?v=ydew750H6p0 </li></ul><ul><li>http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related </li></ul><ul><li>http://www.youtube.com/watch?v=h6w0xh5b6rs </li></ul><ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul><ul><li>http://www.facebook.com/obermutten </li></ul><ul><li>Gartner </li></ul><ul><li>Fredcavazza.net </li></ul>

×