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Business & Social media : How to achieve 5 business objectives ?


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Business & Social media : How to make your Strategy happen ? 5 objectives examples.

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Business & Social media : How to achieve 5 business objectives ?

  1. 1. How can social media increase your business success?Author: Jean-Francois MESSIER
  2. 2. This document is part of the “Social Media and Business” series by JF MESSIER
  3. 3. to use socialmedia for business?1.Branding2.Research3.Customer retention4.eCommerce5.Lead generation
  4. 4. #1
  5. 5. 1. Branding To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
  6. 6. 1. Branding They show pseudo-cool hiphop-ish parents, called the “Sienna Family”, and their Swagger Wagon on
  7. 7. 1. Branding 8 million views
  8. 8. 1. Branding 182,500 shares
  9. 9. 1. BrandingHeineken makes excellent use of social media by sharing (really funny) videos and photos of events, sponsoring contests and asking questions.
  10. 10. 1. BrandingHeineken makes excellent use of social media. 700,000 fans
  11. 11. 1. BrandingThe Blendtec campaign is based on using unblendable objects to test the blender’s abilities.
  12. 12. 1. Branding The videos were created with rudimentary props and shot in the Blendtec break room, but they are fun. 17.1 million views
  13. 13. 1. Branding $100 initial outlay 17.1 million views
  14. 14. Coca-Cola fan page:# of fans 14 million
  15. 15. #2
  16. 16. 2. Research Many companies are using social media as a tool to do simple, anecdotal research.
  17. 17. 2. Research gave their consumers a 70,000 ideas in the first year
  18. 18. 2. Research gave their consumers a 50,000 product ideas
  19. 19. 2. Research Ask your visitors to leave suggestions in your comments section.
  20. 20. 2. Research Use the tools from to include polls and surveys in your eNewsletter.
  21. 21. #3
  22. 22. 3. Customer RetentionIt costs …as it does to keep an existing one. to times asmuch to acquire anew customer…
  23. 23. 3. Customer RetentionIt costs So it would be smart to use social media as a tool to keep customers loyal and engaged…
  24. 24. 3. Customer Retention ’s IdeaStormis an online community that allows users tosubmit ideas for new products orimprovements to existing ones 30% drop in negative sentiment!
  25. 25. 3. Customer Retention noticed that people were complaining about the company on Twitter. They started tweeting back to the disgruntled customers.
  26. 26. 3. Customer Retention Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.
  27. 27. 3. Customer Retention set up a account on April 8, 2008, and helped users in need.
  28. 28. 3. Customer Retention Airline companies use
  29. 29. 3. Customer Retention Virgin uses to make it easy to build relationships, not only with other customers, but with the airline itself. Happy customers means returning customers, and it appears that Virgin America gets that.
  30. 30. 3. Customer Retention Many people travelling make memories. So it just makes sense for , a photo sharing community, to be part of the social media tools being used.
  31. 31. 3. Customer Retention Jet blue uses 3,777 items
  32. 32. 3. Customer Retention Delta uses and caused a huge buzz. 2 million views
  33. 33. 3. Customer Retention“Admirersdubbed the 33-year-old Atlantawoman“Deltalina,” acombination ofthe airline’sname andAngelina Jolie,who they say she 2 million viewsresembles.”
  34. 34. 3. Customer Retention In 2009 , because of the Icelandic volcano, KLM was the first airline to use & to offer people an alternative channel to rebook their flights.
  35. 35. 3. Customer Retention In 2009 , because of the Icelandic volcano, KLM was the first airline to use & 59,000 followers
  36. 36. 3. Customer Retention Southwest Air uses If you spend any amount of time on Twitter it is hard not to notice somebody talking to or about airlines.
  37. 37. 3. Customer Retention They use it a number of ways… Travel advisories
  38. 38. 3. Customer Retention They use it a number of ways… Travel advisories Customer service Pointing followers to interesting posts…. Regular fun chit-chat Informing SouthWest customers of great places to eat during layovers or delays
  39. 39. #4
  40. 40. 4. eCommerce ’s ROI just for sending out a tweet might look something like this:1.5 million followers 50,000 followers who see the tweet 500 followers who click on the link 50 purchasers based on the tweet $25,000 in sales: 50 purchases x $500
  41. 41. 4. eCommerceBy the end of 2009, hadgeneratedin sales from alone.
  42. 42. #5
  43. 43. 5. Lead Generation The hook is the you share
  44. 44. 5. Lead Generation fishing is like
  45. 45. 5. Lead Generation The fishnet matters
  46. 46. 5. Lead Generation The fishnet Valueyou share
  47. 47. 5. Lead Generation The fishnet = Value you share
  48. 48. 5. Lead Generation Push and pull audience to your fishnet Value
  49. 49. 5. Lead Generation Push and pull audience to your fishnet Value
  50. 50. 5. Lead Generation Remove barriers to entry. People are lazy. Value
  51. 51. 5. Lead Generation Tweet the titles of all articles you have written, and each URL, so your followers can find them easily. Value
  52. 52. 5. Lead Generation Use Twitter as a way to grow your networks on other social media channels. It can be the hub of your social media wheel, with each channel a spoke. Value
  53. 53. 5. Lead Generation Tweet 80% content your readers will find helpful and 20% self promotion. A good mix will get you farther than 100% promotion. Value
  54. 54. 5. Lead Generation Follow people who retweet your content in order to build relationships with people who value what you share. ValueFind out who is tweeting yourlinks with Backtweets
  55. 55. 5. Lead Generation Don’t do this. People are lazy. Don’t ask people to fill out 10 fields of Value personal information.
  56. 56. 5. Lead Generation Do this. People are lazy. Make it easy to get started. Value
  57. 57. 5. Lead Generation Or this. People are lazy. Value
  58. 58. 5. Lead Generation Not to many ! People are lazy. Value
  59. 59. Value Noengagement
  60. 60. Value Value Value No Increasingengagement engagement
  61. 61. Value Value Value Value Value No Increasing Highengagement engagement engagement
  62. 62. Buildrelationships.Share ideas andinfo with peoplewho have similarinterests,and then meetthem offline.
  63. 63. SynthesisBranding:Research:Customer retention:eCommerce:Lead generation:
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  65. 65. If you were interested in this presentation,you may be interested in this one as well…
  66. 66. Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.comPhoto CreditAll photos in this presentation were purchased on logos or brand references are the copyright of their respective owners.Slides from this document may not be repurposed without express written consent. Send permission requests