The Digital Marke.ng Experts Developing Social Media as a Sales Channel 1
Table Of Content• What is Social Media• How to leverage Social Media as a Sales Channel• Develop a Sales Channel with a Strong Framework• Example (Travel Sector)• Getting to grips with Measurement• Recommendations• Fast Facts- Digital Jungle 2
Social Media defined…. Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsoreddiscussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratingswebsites and forums, Internet discussion boards andforums, and micro-blogs. (Wikipedia)
Customer Perspective: Info Overload What The Customer Sees What The Customer Wants Soci al netw ork Easy to find Bl o What organizations need to do g information OTA Plan Meta ner searc hCustomers wants a product and not just a number of related componentProduct research has high transaction costsInformation is available piece-meal & proliferation of social media content sources leads to confusionCompany needs to help rather than confuse – provide clear paths from research to purchase.`
Industry Perspective: A Value Migration Search, Websites Reach Social Media Commoditized Content Commerce Reach, content or commerce is no longer sufficient on a stand-alone basis Value has been redefined as “owning” the customer
Customer Perspective: Pain PointsCustomer Costs Customer Benefits (Your value add) Attributes that drive value to the customer (pain points) Availability Anxiety User base Reliability Eﬀort Quality Components Time Transactability … the size of your user base and what kind of value added components you provide.
Developing integrated social solutions Customer Perspective Industry Perspective • Wants products, not • Content, commerce & components + reach value poor • Transaction costs independently • Information proliferation • Owning the customer • Planning & commerce relationship facilitation are keyEnabling one-stop product discovery, research, sharing, commenting and transaction is key.
Messaging Framework More Ways of Communicating. We now have multiple channels for saying things. And many of these tools allow other people to comment, respond, and spread your message. The challenge is choosing the right channel for who you want to reach and what you want to say.
Social Media Marketing Process + Flights Car rentals Tickets Customized tours Impact of Informa5on Event 5ckets Standard tours Commodity Bou5que hotels Purchase Cruises -‐ Impact of Customer Opinions/Sen5ment + Customer purchase patterns in different segments vary in their sensitivity to• Peer opinions• Hard factsCommodities are fact sensitive; experiences are opinion sensitive Sharing of opinions impacts experience oriented / less defined products far more
Value Chain Impact Assessment Online Agents / Supplier Operator Customer Oﬄine Agents • Reduc.on in need/ value of • Biggest beneﬁciary • Greater reach/ visibility • Comparability advice Impact • Comparability • Personalized marke.ng / oﬀers to • Comprehensive, quick & • Product design based customers on your database eﬀec.ve comparison & • Disintermedia.on on most popular ra.ngs • Go online planning enabled • Context relevant online distribu.on / promo.on • Customer service – Leverage social media tools Opportunities becomes key – Posi.on yourself as an expert • Collabora.on / group buying made easier • Bundling for price opacity • Service quality exposed • DIYers can go direct to • Info overload Risks • Service quality exposed local suppliers • Further disintermedia.on
Value Chain Impact AssessmentImpact• Direct channel to communicate with customers• Customers & critics get an easy platform to discuss organizations. Formcliques• Additional medium beyond traditional PR & marketingOpportunities Threats• Participate in community • Corporate indifference to the discussions new Web• Showcase thought leadership • Negative blog swarms• Bypass traditional PR for speed & • Being viewed as plastic / customer intimacy unauthentic• Build deep customer relationships• Leverage word of mouth to develop the brand
Value Chain Impact Assessment Success Failure CampaignsCrisis Management Do’s Don’ts • Define objectives • Be too “salesy” or pushy • Understand your timeframes • Be un-authentic • Identify your measurement criteria • Expect fast results • Establish a plan • Execute and contentiously review
Adoption by Tourism Companies Budget Rent A Car Southwest Airlines Accor Hotels• Campaign: “Up Your • Campaign: User • Campaign: “Invite a Budget” submitted video friend”• Tools used: Blogs, Internet adverts • Tools used: Micro Videos • Tools used: Blogs, blogs, Blogs, BBS and• Spend: < USD 500,000 Internet Videos, SNS• Results Company Website • Duration: 5 weeks – 1m unique visitors • Results – 10m page views – 25k registered emails Examples of companies using social media within travel industry – with impressive results Adoption increasing as with emergence of platforms / standards emerge & references
Automated Sentiment Analysis The sales process is impacted differently by online comments & sentiment depending on the types of products and services are being considered. However, it remains a critical metric for marketers managing products, services the company brand.Automatically monitorthe sentiment arounda product, service orbrand.
Consumer Review Analysis Consumer review sites hold a significant degree of trust for online netizens. The nature and content of reviews, comments and posts have an effect on the consumer to the extent they will make a sale or not depending on the comments being found online.Identify the opinionsand commentsposted on consumerreview sites
Social Media AnalyticsSIP: Enterprise is a social media analytics platform that monitoringand manages online brand, measuring public awareness,sentiment, influence, and tracing authoritative sources.
Summary• Social Media is already impacting all types of industry players• Online players will need to figure out their strategy along: – Re-assessing customer value proposition – Sharing content and tools: data in and data out (‘co- opetition’)• Bricks & Mortar players will need to harness social media – To connect to customers, foster loyalty – To understand (and even influence) demand – …and fine tune offering• There is no single formula. Be prepared to experiment and figure out – Social media should be a core part of your marketing plan
Digital Jungle Fast Facts • Socially Led, digital marketing specialists• Global reach• Offices in Beijing, Shanghai, Hong Kong, Sydney• Spun out of SinoTech Group in 2011
World Class Digital Marketing Experience • Delivering digital strategy and execution services: – Customer and competitor insight – Digital strategy – Social Media Marketing – Search Engine Marketing – Affiliate Marketing – Media Buying – Mobile Applications• We work for global and domestic organisations, across various market sectors, helping our clients: – Engage with their key audiences – Transform their business – Maximise growth Marketing
Our Commitment The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenueDr Matt McDougall,CEO, Digital Jungle • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness We look forward to working with you.
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