The original social business model & its potential to go 'social'. A strategy to create 'parallel conversations' for amway via facebook & twitter.

1. STRENGTHENING A 50+ YEAR OLD BUSINESS MODEL
THROUGH SOCIAL MEDIA

2. THE BUSINESS OF DIRECT SELLING
DIRECT SELLING is…
•Based upon person-to-person relationships
• Typically involves selling to family, friends, colleagues: social circle
• The process involves two-way communication
• The objective involves matching consumer needs with the product
• Involves showing and demonstrating products
• Distributors pass on the information to consumers about product
attributes and ingredients: involved purchase
• The ‘business owner’ is the ‘face of the company/brand’
• Consumer-Distributor Word-of-Mouth: Recommendations are trusted
and acceptable
…It is all about a social ‘interaction’

3. Amway Australia: Social Media Guidelines
THE ORIGINAL SOCIAL BUSINESS MODEL
NOW NEEDS TO GO SOCIAL… WHY?...WHAT?....HOW?

4. THE KEY OBJECTIVES FOR SOCIAL MEDIA
Amway has to address the following:
•Gen Y’ers use social media: this includes the Amway customer as
well as the ABO
•To attract and retainABOsas independent representatives,
new means of social networking have to be recognized
• Today’s policies and procedures need to address social media
• Define ‘best practices’ and guidebooks in using social media
• Assist ABOs in using the power of social media to: get training,
information, guidance to market & network effectively

5. WHO IS THE ‘SOCIAL CUSTOMER’

6. THE ‘SOCIAL ABO’
Encourage the ABOs to be a mix of the above

7. THE SOCIAL STRATEGY
CREATE A PARALLEL CONVERSATION AMONG ABOs
and CUSTOMERS

8. TYPICAL TRENDS IN SOCIAL MEDIA
Social Media : popular strategy
Need to go beyond a
1. Create a brand surrogate
TACTICAL approach.
2. Popularize through contests No. of
3. Go ‘App’ - linked and unlinked to a brand story Likes/Fans/Tweets
4. Oh and you must trend on twitter and and Trends seem to
5. Just have to ‘be’ on Facebook be the only measures

9. OUR STRATEGY: MLM to MLi
MLM MLi
Multi-Level Marketing Multi-Level ‘Interaction’

10. PARALLEL CONVERSATION ON SOCIAL MEDIA
MLi
Parallel Conversation
BUILD TRUST
CUSTOMERS
EVANGELIZE
MOVEMENT
EMPOWER
EMPOWER
CREATE A
ABOs
THROUGH SOCIAL MEDIA

11. PARALLEL CONVERSATION ON TWITTER
AB
ABO
O
ABO
Custome ABO
ABO ABO
r
/Public
Amway ABO
Marketing ABO
ABO
ABO
ABO
ABO

12. PARALLEL CONVERSATION ON FACEBOOK
Amway India Fan Page Amway ABO’sGroup Page
Amway
India
Start your own Business Meet an Amway Rep. Join ‘I Am Amway’ Club
Downline
ABOs Customers Public Customers
ABOs
Separate Group Pages for
Downline & Customers
‘I Am Amway’ Club
The official Amway
Group Page for ABOs

13. PARALLEL CONVERSATION ON FACEBOOK
Amway India Fan Page
Amway India
Start your own Business Meet an Amway Rep. Join ‘I Am Amway’ Club

14. PARALLEL CONVERSATION ON FACEBOOK
Amway Meet an Amway Rep (application)
Enter locality to meet an ABO Customer enters details to view reps in his/her area
ABO is allowed to submit their details:
1. twitter handle; blog if any
2. Area of expertise: nutrition, personal care,
etc
Get in Touch 3. Video to introduce oneself
4. Link to their ABO group page
‘I am Amway’ Club
My ABO group page
5. Link to customer group page
Just got back from a My group page for Customers 6. Contact details
great group session on
<Twitter Handle>
how to use twitter for
my business! My Blog
Say hello! Email ID; Contact number
Hair Products Attitude
Women Nutrition Nutrilite
Household products SA8
Customers or Prospective downline can interact
with the ABO: product, company info, offers, etc.
Chat now Schedule an Interaction

15. BUILDING A PARALLEL CONVERSATION
EVANGELIZE
On Twitter On Facebook
• New Product Launches • Interact with the community
• Events Info: Annual/ ABO meet, etc • Involve ABOs actively
• New Product Facts • Create Events
• New Ad campaign • Attract prospects
• Policy Announcement • New Product/Ad Launch
• Incentive for followers • New Ad campaign
• Incentive for fans

16. BUILDING A PARALLEL CONVERSATION
EMPOWER ABOs
On Twitter On Facebook
• Spontaneous sharing of experience • Extend their ‘circle of influence’:A
• Communicate customer insights transparent level playing field for
• Challenges of sale experience ABOs to interact with customers
beyond their ‘closed network’
• Invite for a brainstorm/group discussion
with downline • Allow ABOs to post videos / content
that allow them to introduce
• Motivational tweets
themselves to a potential customer
• Congratulatory/achievements/milestone
• Post videos/photos/content of the
s within the group
Amway products: these could be
• Create lists: downline & customers:
demos, customer testimonials
targeted communication
• Enable ABOs to be ‘Specialists’:
Nutrition, Grooming, Home Expert,
<ABO> group has just hit the 10,000 BV!
Well done, team…let’s aim higher. etc
#Artistry range is getting rave reviews.
Not a single return. Now that’s
delivering the #amwaypromise.

17. BUILDING A PARALLEL CONVERSATION
EMPOWER THE CUSTOMER
On Twitter On Facebook
• Get information on offers • Allow easy access to a catalog of the
entire range of Amway products
• Submit feedback on products
• Find an ABO in my region &interact with ABOs on
• Grievance & resolution channel facebook, as they would with an online
consultant without the stress of having to buy
• Incentivize re-tweeting products.
• Get in touch with an ABO • Enables a customer to ask product questions and
their advantages without the pressure of a house
• Share product experience
call.
(influencer)
• Indian facebook users are at ease with 1-on-1
interaction. The ABO customer chat functionality:
interaction + ‘habit’ building on the medium

18. BUILDING A PARALLEL CONVERSATION
EMPOWER THE CUSTOMER
On Facebook
• Customer gives Social Value points (in addition to
your PV and BV –add SV) to the ABO. This
improves the quality of interaction between the
ABO and customer
• Customers can find ABOs in their neighborhood.
They can choose to interact with multiple ABOs:
the power of choice & comfort level!

19. BUILDING A PARALLEL CONVERSATION
BUILD TRUST
• The medium is transparent allowing customers to interact among themselves,
giving them access to honest feedback and opinion sharing which builds brand
credibility. Real people, Real stories….
• The conversations/interactions between ABOs& customers are open and
others can be invited to view/read etc.
• Proactively invite feedback from both customers as
well as ABOs...Include, Improve & Integrate
Timely, honest responses on social media is the best way to
build trust. Be human, be believable, don’t over
promise…don’t oversell!

20. BUILDING A PARALLEL CONVERSATION
CREATE A MOVEMENT
• The parallel conversations of MLM will move into parallel conversations
in the social space (Mli)
• Extend interactions, conversations & product ‘sampling’, scheduling a
face-to-face meeting via Social Media.
• Both customers as well as ABOs will eventually opt for the social
interaction as a preliminary ‘engagement’ to the purchase process.
• Social Value points as an additional measure+currency
• Seminars, workshops, training to extend social media expertise to ABOs
• Set clear guidelines for marketing, advertising, prospecting, etc through
social media/online medium

21. BUILDING A PARALLEL CONVERSATION
CREATE A MOVEMENT
Face-to-face contact is still essential to the model, but social media
can now be used to complement personalized sales interactions.
Distributors, customers and prospects are experiencing Amway on Facebook in new &
exciting ways…more fun and informative content, including video, customer and business
management tools for distributors, and apps like coupons and special customers.

22. THE CHANGE…
THE MOVEMENT HAS
ALREADY BEGUN…

23. THE GLOBAL CHANGE: AMWAYAUSTRALIA

24. THE GLOBAL CHANGE: AMWAY AUSTRALIA

25. THE GLOBAL CHANGE: AMWAY AUSTRALIA

26. THE GLOBAL CHANGE: AMWAY AUSTRALIA

27. THE CHANGE…
parallel
LET THE CONVERSATIONS
BEGIN…