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Social Commerce, by Audrey Benoit, Emakina/Social
1. Social commerce How social media can (positively) affect your sales Audrey Benoit – Head of Emakina/Social
2. Agenda 1 Introduction What does it mean for you? 2 3 A new paradigm The Zappos end-to-end approach 4 Let’s learn from Small Businesses 5 Key takeaways 6
22. Historical belief: The funnel metaphor Many brands > Fewer brands > Final choice > Buy POS Promo customer Awareness / Brandpreference € CampaignCall2action 20
23. NOW The customer decision journey POS Promo Enjoys and shares New customer €€ €€€ Awareness / Brandpreference Advocate and bond € CampaignCall2action 21
35. Customer centricity is at the heart of their business model. Their social activity aims to achieve excellenceand is at the heart of the company cultureThey walk the talk.
36. 4 The *real* holy grail Let’slearnfrom Small Businesses
50. Blendtec – Will itblend? Will itblend ? Surf on the iphonemomentum First five videos : $50 to create* 6 Mioviewsthe first week, 60 Moi after passing on the Tonight Show Blendersales up by 20% *probablyexcluding the materialcosts
51. The Jojo Project Choose > Act > Check Choose and customizeyourshoes 1 pair of Jojos = 1 year of treeplanting in Niger Or 1 year of drinkable water for 1 person in Sierra Leone Jan’11: 505 treesplanted and 570 people get one year of drinking clean water
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53. Reply to all comments, personaldeliveriesALWAYS WITH A HUMAN FACE
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55. + 5000 fans on facebook, 300 followerson twitter
61. Michel & Augustin Biscuits & dairyproducts Natural, simple products Strongbranding, different image VS traditional FMCG Organisation & culture aimedtowardsproximity: « bananeraies » whereyoucanmeet the creators Social strategy: Energize Customer engagement – to fine tune theirproducts& their distribution
62. E452-A form « Evangelisation letter » to send to your favorite shop so they distribute their product The « Bar à vaches » If 2000 petitioners sign for their city, M&A bring the “bar à vaches” where you can compose your own combination for 2.50€ Michel & Augustin
67. Michel & Augustin Some results… +25K facebook fans +400 people at the bananeraies on Thursdays Petitioners in France, but also in the UK, Belgium, HOW COME ?
68. Michel & Augustin They are engaged Team ispresent, visible & accessible Ever consistent Authentic Theylisten: theywork for their clients WITHtheir clients
70. KEY ELEMENTS OF SOCIAL MEDIA It’s not media Social media is not yet another communication channel; it is not one way communication. Social media is about entering in a conversation, it is the willingness to listen, talk and share information with each other to the benefit of all concerned. Conversation Building relationship It is about building a relationship, about giving before receiving. 48
What do you need to understand about social media?Social media is not yet another communication channel; it is not one way communication.Social media is about entering in a conversation, it is the willingness to listen, talk and share information with each other to the benefit of all concerned. It is about building a relationship, about giving before receiving.But these social media have specific rules, values and behaviors. As a company we have to live by theses rules, values and behaviors. If we can’t, we better not get involved!