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THE SECRETS OF 
SELLING THROUGH 
SOCIAL
ROBIN 
BRESNARK 
DIRECTOR OF CLIENT 
SUCCESS 
robin[at]buyapowa[dot]com 
@buyapowa
Brands and retailers are repeating the same mistakes 
Late Nineties Today
Don’t Bolt Social On… Do Bake Social In
SOCIAL MATURITY: WHAT IS IT?
SOCIAL IS NO LONGER JUST A PLACE TO DO MARKETING 
IT’S THE MOST IMPORTANT NEW SALES 
CHANNEL OF THE 21ST CENTURY 
WHO WILL...
7% 29% 21% 
AVERAGE % OF SOCIAL POST BY TYPE 
26% of posts are 
to boost 
audiences 
39% of posts 
are 
engaging 
72% of p...
1/3 OF 
THE LEADING 
100 RETAILERS 
POST MORE SILLY 
STUFF THAN ANY OTHER 
KIND OF SOCIAL CONTENT 
SILLY CONTENT: A WARNIN...
11 leading retailers 
Under 20% of 
posts are about 
products and 
promotions 
26 leading retailers 
20% - 40% of 
posts a...
82 17 1 
STAGE ONE STAGE TWO STAGE THEEE 
SOCIAL MATURITY, TOP 100 RETAILERS 
LEADING RETAILERS 
ARE AT STAGE ONE: 
ATTRAC...
STAGE ONE STAGE TWO STAGE THREE 
Level of social maturity 
SOCIAL MATURITY, NOTEWORTHY BRANDS
SECRET NUMBER ONE
SECRET NUMBER TWO
SECRET NUMBER THREE
CUSTOMER ACQUISITION, PADDY POWER
VIRAL OFFERS, DEBENHAMS
NB: SLIDESHARE CONTINUES TO BE A BIT 
USELESS WITH PRESENTER NOTES. 
IF YOU’D LIKE MORE INFO OR A CHAT ABOUT 
THIS DECK - ...
The Secrets of Selling through Social - Buyapowa at Digital Growth Day
The Secrets of Selling through Social - Buyapowa at Digital Growth Day
The Secrets of Selling through Social - Buyapowa at Digital Growth Day
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The Secrets of Selling through Social - Buyapowa at Digital Growth Day

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Digital Growth Day: September 18, 2014

THE SECRETS OF SELLING THROUGH SOCIAL
Remember the Internet back in the late ‘90s? Most brands saw it as little more than a marketing opportunity, posting shoddy online versions of the print brochures they were used to churning out. Then the likes of Amazon came along and showed the world that the internet was actually a channel you could sell things on. Boom! They’d invented ecommerce and, In the process, they dominated their competition for the best part of 20 years.

Well, the same thing is happening all over again with social, and brands are making the same mistake: treating it purely as a marketing channel. But, here’s the thing: social media should be making you money, not costing it. Unfortunately, people aren’t in social to shop, so it’s not as simple as slapping a store-front onto your Facebook page and waiting for the cash to come flooding in. There are a few secrets you need to know first…

But don’t worry. We’re terrible at keeping secrets, so we’re going to spill the beans, taking a look at some cutting-edge examples from the likes of Tesco, Paddy Power, J&J and Sony along the way.

Robin Bresnark, Director of Client Success, Buyapowa

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The Secrets of Selling through Social - Buyapowa at Digital Growth Day

  1. 1. THE SECRETS OF SELLING THROUGH SOCIAL
  2. 2. ROBIN BRESNARK DIRECTOR OF CLIENT SUCCESS robin[at]buyapowa[dot]com @buyapowa
  3. 3. Brands and retailers are repeating the same mistakes Late Nineties Today
  4. 4. Don’t Bolt Social On… Do Bake Social In
  5. 5. SOCIAL MATURITY: WHAT IS IT?
  6. 6. SOCIAL IS NO LONGER JUST A PLACE TO DO MARKETING IT’S THE MOST IMPORTANT NEW SALES CHANNEL OF THE 21ST CENTURY WHO WILL BE THE WINNERS AND LOSERS AMONG THE WORLD’S TOP 100 RETAILERS?
  7. 7. 7% 29% 21% AVERAGE % OF SOCIAL POST BY TYPE 26% of posts are to boost audiences 39% of posts are engaging 72% of posts are about products 45% of posts are about promotions 65% of posts are silly AVERAGE ACROSS TOP 100 RETAILERS SPOTLIGHT BRANDS AUDIENCE BOOSTING SILLY POSTS ENGAGEMENT DRIVING ABOUT PRODUCTS ABOUT PROMOTIONS 9% 34% of all posts are of all posts are of all posts are of all posts are of all posts are
  8. 8. 1/3 OF THE LEADING 100 RETAILERS POST MORE SILLY STUFF THAN ANY OTHER KIND OF SOCIAL CONTENT SILLY CONTENT: A WARNING
  9. 9. 11 leading retailers Under 20% of posts are about products and promotions 26 leading retailers 20% - 40% of posts are about products and promotions 30 leading retailers 40% - 60% of posts are about products and promotions 28 leading retailers 60% - 80% of posts are about products and promotions 5 leading retailers Over 80% of posts are about products and promotions TOO LITTLE IDEAL TOO MUCH SPOTLIGHT BED BATH & BEYOND POST FAR TOO MUCH ABOUT PRODUCTS AND PROMOTIONS: A MASSIVE 94% OF ALL THEIR SOCIAL CONTENT SOCIAL POSTS RE PRODUCTS & PROMOTIONS
  10. 10. 82 17 1 STAGE ONE STAGE TWO STAGE THEEE SOCIAL MATURITY, TOP 100 RETAILERS LEADING RETAILERS ARE AT STAGE ONE: ATTRACTING FANS AND FOLLOWERS LEADING RETAILERS ARE AT STAGE TWO: ENGAGING THEIR COMMUNITIES LEADING RETAILER IS AT STAGE THREE: BUILDING A SOCIAL SALES CHANNEL
  11. 11. STAGE ONE STAGE TWO STAGE THREE Level of social maturity SOCIAL MATURITY, NOTEWORTHY BRANDS
  12. 12. SECRET NUMBER ONE
  13. 13. SECRET NUMBER TWO
  14. 14. SECRET NUMBER THREE
  15. 15. CUSTOMER ACQUISITION, PADDY POWER
  16. 16. VIRAL OFFERS, DEBENHAMS
  17. 17. NB: SLIDESHARE CONTINUES TO BE A BIT USELESS WITH PRESENTER NOTES. IF YOU’D LIKE MORE INFO OR A CHAT ABOUT THIS DECK - OR A DEMO OF OUR UNIQUE PLATFORM, AS USED BY TESCO, SONY, PADDY POWER, DEBENHAMS, PEPSI AND MORE - DON’T HESITATE TO GET IN TOUCH: ROBIN[AT]BUYAPOWA[DOT]COM @BUYAPOWA THE UNIQUE BUYAPOWA PLATFORM

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