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  Social Retailing   Arjen Jelsma   Social Media Consultant   @arjenjelsma
 
<ul><ul><ul><li>24 hours of video uploaded every minute onto YouTube </li></ul></ul></ul><ul><ul><ul><li>700 000 new membe...
Storytelling
Obermutten Switzerland
Problem: nobody heard of it
http://www.youtube.com/watch?v=QEjoA_695Fo
PROMISE We will place everybody that Likes us on our bulletin board
 
Fans from 32 countries from all continents More fans than  Helsinki   and   Florence 60.000.000  + people heard of Obermut...
Nice story…
…  but I’m not a little village in Switzerland
Let’s say your selling…. Tampons
… in Turkey
Problem for new competitors girls use whatever their mum uses
Targetgroup 13-15 year old girls
Meet Kita
Idea from Israel
She wants to be famous like every girl in Turkey
Fan: Keremcem
Blogging on Kita’s World
Facebook page Made movieclips You could dress her Virtueel dansing in your room Newyearswishes via e-mail …
Newyears wish http://www.youtube.com/watch?v=h6w0xh5b6rs
Virtual dancing <ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul>
Kita got famous online
Especially after this…
Nr 1 hit http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related
Optreden http://www.youtube.com/watch?v=ydew750H6p0
After 6 months: KOTEX Young Offline en Online
Results : 34% marketshare Groth of 20% 23% of all Kotex sales Target was 10% 64% Brand awareness Kotex 81% positive buy se...
Lessons learned: Start after trigger Choose medium carefull Make a promise, keep it Interact ROI not in a week Obermutten ...
 
 
Integrated approach to social business
<ul><li>Customer Service </li></ul><ul><ul><li>Provide service before a complaint reaches you </li></ul></ul><ul><ul><li>F...
<ul><ul><ul><li>Help customers and let customers  help  themselves and others </li></ul></ul></ul><ul><ul><ul><li>Ensure t...
Assignment
Make high end Social Business plan Telecom aanbieder Autofabrikant Bank Mobilus Automus Geldweggus
Consider this… Metrics Integrated approach Promise Target group Business Trigger Planning Experience
3 minutes presentation Experience
Arjen Jelsma Social Media Consultant [email_address] @arjenjelsma +31 (0)6-270 654 39
Sources <ul><li>http://www.youtube.com/watch?v=QEjoA_695Fo </li></ul><ul><li>http://www.mindshareworld.com/what-we-do/case...
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Social Retailing english

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Social Retailing english

  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 Switzerland
  5. 6. Problem: nobody heard of it
  6. 7. http://www.youtube.com/watch?v=QEjoA_695Fo
  7. 8. PROMISE We will place everybody that Likes us on our bulletin board
  8. 10. Fans from 32 countries from all continents More fans than Helsinki and Florence 60.000.000 + people heard of Obermutten 250% extra webtraffic 10.000 fr. 2.4 million media value 100’s visitors to village 1000’s promises to come visit 4/5 interacts More than at Lady Gaga and Justin Bieber
  9. 11. Nice story…
  10. 12. … but I’m not a little village in Switzerland
  11. 13. Let’s say your selling…. Tampons
  12. 14. … in Turkey
  13. 15. Problem for new competitors girls use whatever their mum uses
  14. 16. Targetgroup 13-15 year old girls
  15. 17. Meet Kita
  16. 18. Idea from Israel
  17. 19. She wants to be famous like every girl in Turkey
  18. 20. Fan: Keremcem
  19. 21. Blogging on Kita’s World
  20. 22. Facebook page Made movieclips You could dress her Virtueel dansing in your room Newyearswishes via e-mail …
  21. 23. Newyears wish http://www.youtube.com/watch?v=h6w0xh5b6rs
  22. 24. Virtual dancing <ul><li>http://www.youtube.com/watch?v=-NdNAwUH-AI&feature=related </li></ul>
  23. 25. Kita got famous online
  24. 26. Especially after this…
  25. 27. Nr 1 hit http://www.youtube.com/watch?v=7mIuawn7RmY&feature=related
  26. 28. Optreden http://www.youtube.com/watch?v=ydew750H6p0
  27. 29. After 6 months: KOTEX Young Offline en Online
  28. 30. Results : 34% marketshare Groth of 20% 23% of all Kotex sales Target was 10% 64% Brand awareness Kotex 81% positive buy sentiment
  29. 31. Lessons learned: Start after trigger Choose medium carefull Make a promise, keep it Interact ROI not in a week Obermutten Kita Kotex Business trigger In it for the long run Good strategy Present on correct medium Social business transform Experience
  30. 34. Integrated approach to social business
  31. 35. <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 potential gains of a 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
  32. 36. <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>Activities online Experience
  33. 37. Assignment
  34. 38. Make high end Social Business plan Telecom aanbieder Autofabrikant Bank Mobilus Automus Geldweggus
  35. 39. Consider this… Metrics Integrated approach Promise Target group Business Trigger Planning Experience
  36. 40. 3 minutes presentation Experience
  37. 41. Arjen Jelsma Social Media Consultant [email_address] @arjenjelsma +31 (0)6-270 654 39
  38. 42. Sources <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>

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