Yossi Erdman is the head of brand and social media for ao.com, the largest online retailer of white goods in the UK. He discusses how social media is an essential part of ao.com's marketing strategy and how they use fun, engaging content on platforms like Facebook to interact with customers, drive sales, and provide customer service. Some tactics discussed include live video streams of competitions, sending thank you letters to customers who leave positive feedback, and publishing feedback about delivery drivers to encourage good service. Data shown attributes increases in traffic, sales, and repeat customers to ao.com's social media activities.
Yossi Erdman - AO Social media - July 2015Yossi Erdman
This is the story of ao.com social media strategy. It's all started with a small Facebook page of a company that sells washing machines, but became a much bigger thing. Being the only brand advertising for more than 2 years, Yossi and the team saw a big brand impact just from Facebook activity. Check more of their content in this presentation
Discover practical strategies on how to build a loyal online tribe and how to transition them into affiliates. Everything from product creation and email to social media will be covered in detail.
Experience level: Beginner
Target audience: Merchants/Advertisers
Niche/vertical: Information marketing
Ryan Lee, Founder, RyanLee.com (Twitter @_ryanlee)
RSS and email marketing tips for bloggers and businesses. The second of a three-part webcast series organized by Bill Belew, in cooperation with Amy Vernon, after we all met at the 2013 #NMX expo.
Proven Email Strategies that Build your Audience, Increase Engagement and Grow your Income!
Slides from Phil Hollows' presentation at BlogWorld Expo NY 2011.
Yossi Erdman - AO Social media - July 2015Yossi Erdman
This is the story of ao.com social media strategy. It's all started with a small Facebook page of a company that sells washing machines, but became a much bigger thing. Being the only brand advertising for more than 2 years, Yossi and the team saw a big brand impact just from Facebook activity. Check more of their content in this presentation
Discover practical strategies on how to build a loyal online tribe and how to transition them into affiliates. Everything from product creation and email to social media will be covered in detail.
Experience level: Beginner
Target audience: Merchants/Advertisers
Niche/vertical: Information marketing
Ryan Lee, Founder, RyanLee.com (Twitter @_ryanlee)
RSS and email marketing tips for bloggers and businesses. The second of a three-part webcast series organized by Bill Belew, in cooperation with Amy Vernon, after we all met at the 2013 #NMX expo.
Proven Email Strategies that Build your Audience, Increase Engagement and Grow your Income!
Slides from Phil Hollows' presentation at BlogWorld Expo NY 2011.
Slides from the Ecommerce UK LinkedIn Group's Customer-centric Ecommerce event, held on 5th March 2015 in central London. Speakers included Sofa.com CEO Gareth Williams, Peoplevox Founder & CEO Jonathan Bellwood, PCMS Group Sales & Marketing Director Richard Goodall and Sage Pay Head of Innovations Rik Blacow. The event was hosted by Practicology Deputy CEO Mark Lewis.
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Yossi Erdman, AO.com at the Ecommerce UK event March 2015Practicology
Yossi Erdman, Head of Brand and Social Media at AO.com discussing his business' approach to customer-centric ecommerce at the Ecommerce UK event in central London on March 5th 2015.
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Slides from the Ecommerce UK LinkedIn Group's Customer-centric Ecommerce event, held on 5th March 2015 in central London. Speakers included Sofa.com CEO Gareth Williams, Peoplevox Founder & CEO Jonathan Bellwood, PCMS Group Sales & Marketing Director Richard Goodall and Sage Pay Head of Innovations Rik Blacow. The event was hosted by Practicology Deputy CEO Mark Lewis.
Planning Your Conversion Optimisation for 2017 PRWD
Planned your CRO strategy for 2017 yet?
In this presentation Paul Rouke (CEO and Founder, PRWD) and Sushant Sharma (Marketing Manager, VWO) share what are the essential elements for successful CRO and business growth in the new year.
Yossi Erdman, AO.com at the Ecommerce UK event March 2015Practicology
Yossi Erdman, Head of Brand and Social Media at AO.com discussing his business' approach to customer-centric ecommerce at the Ecommerce UK event in central London on March 5th 2015.
Brighton SEO Content Marketing WorkshopSimon Penson
These are the slides from my Content Marketing Workshop, run for the organisers of BrightonSEO. It covers the audience understanding, ideation and the critical content distribution process - including PR, paid social; and native advertising.
Back to the future of customer service / Part 1: Peer to Peer customer supportCustomericare
First part of a series of slides about Customer Service's future. Others will be coming soon, you can sign up to our newsletter here to receive them: http://eepurl.com/OgIyb
1st Topic: Peer to Peer Customer Support
How can your customer service representatives establish leadership in a customer support branded community. The presentation tells you how to be part of the community and create a deeper bound with customers using live video chat.
If you build it... they won't come: Achieving adoptionSunir Shah
Most vendors of enterprise social software have sales pitches that are basically BS. Based on my experience, I explain what is going through the vendors' heads, and then I go through what you're supposed to do if you want to build an actually profitable company.
Presented at EnterpriseCamp, Toronto, May 29, 2007.
About IIDE - The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
About Nykaa - Nykaa has emerged as the largest beauty destination in India with half a million happy customers depending on us not just for their favorite brands but also for advice, updates, expert tips and videos on how to look and feel gorgeous always! With almost 400 curated, well priced and 100% genuine brands and 35,000 products, Nykaa prides itself for offering a comprehensive selection of makeup, skincare, hair care, fragrances, bath and body, luxury and wellness products for women and men. We aim to please, going to the farthest corners of the country to reach you! Today Nykaa ships across the length and breadth of the country to almost every zip code using the services of leading and reliable courier companies.
Several brands have thousands of people walking into their stores, their cinema houses, their coffee shops, etc. each day. People who are also on Facebook, on Twitter, etc. And yet these brands have low fan followings on Social Media. And they are struggling to build those up. Perhaps burning money on media buy, to do so.
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Harlan Tytus Beverly explains how to do marketing on Facebook; from an engineers perspective. It's simple, and concise... and you need to learn this stuff!
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This presentation will help attendees understand the financial benefits of social marketing initiatives by focusing on how to:
• Use social initiatives to learn more about your fans and customers, such as their gender, interests and location, to create more targeted messages and promos
• Improve your social content using stories to increase engagement levels
• Gain free traffic via the social sites
• Use social media to improve Google natural results on key terms
• Improve word-of-mouth by having influencers enjoy some freebies from your giveaways
How to Build a Powerful Team - The 4 c formula to your first 10 k onlineJulie Sylvia Kalungi
This is your Complimentary Training on how to Create your system online, attract targeted leads and make sales to your first 10k or Build a power team using online resources. I share some tips on how you can achieve the above. You gotta Provide great value, consistently put great content out there, and help more people get what they too want. To learn more head on to https://juleskalpauli.com/4cformula
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So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
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15 ideas and frameworks on the art of storytelling
Ao.com Enaging Social media content to 1.6 million fans - Yossi Erdman
1. ao.com – (Appliances Online)
It all starts with the customer
Yossi Erdman @yossierd Head of brand and social media
ao.com @ao
2. Who Am I?
Usually at this point I present my self to the crowd, but it’s the slide share version… So I’ve attached picture of my team instead..
3. Who Am I?
Anyway, I’m Yossi Erdman, head of brand and social media for ao.com. I work here for 4 years now and love this company and the journey we’ve done in the last few years..
4. Who Am I?
If you prefer to watch this presentation instead of reading, you can watch this video: http://youtu.be/q1CAj6qwg00?t=24s
5. Who Am I?
Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd
6. Who Am I?
Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd
Or email me here: yossi.erdman@ao.com
20. External: What do we use social media for?
•Talk, listen and have fun
•Products promotions
•Customer service
Brand awareness
21. Let’s “Engage”..
On ao Facebook we try to colour our messages, And entertain our customers instead of just telling them what we do..
Delivering business
Messages in a “fun” way..
22. Let’s “Engage”..
Cashback promotion..
How much cash have we “frozen” for you?
Delivering business
Messages in a “fun” way..
The challenge: Cashback promotion..
23. Let’s “Engage”..
Delivering business
Messages in a “fun” way..
The challenge: Cashback promotion..
So we created a competition with “Frozen” money. If you can guess how much money we frozen (same as the cashback we give), you can win the fridge. You can watch here: http://youtu.be/uL361QOuCHY
30. Live stream
Every Friday, we are calling our winners, on a Facebook live stream – and let them know they won. We do it for more than 3 years now. Consistency is very important for us, it’s not a “one off” campaign.
31. Live stream
Every Friday, we are calling our winners, on a Facebook live stream – and let them know they won. We do it for more than 3 years now. Consistency is very important for us, it’s not a “one off” campaign.
If you fancy a sample – watch one here: http://youtu.be/KEo6NwcPy1w?t=33m24s
32. Let’s see some results
When Facebook was our only brand advertising tool..
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
08/01/2012
08/03/2012
08/05/2012
08/07/2012
08/09/2012
08/11/2012
08/01/2013
08/03/2013
08/05/2013
08/07/2013
08/09/2013
08/11/2013
08/01/2014
08/03/2014
08/05/2014
FB fans V. Weekly Branded Traffic
National TV campaign
FB Fans
6 per. Mov. Avg. (Total Branded Sessions)
Facebook activity has a big impact on brand searches and branded traffic
33. Let’s see some results
From Nov 2012 to Aug 2013:
•AO Branded traffic up 154% Branded = direct, ao.com searches
•Branded sales up %128
•Repeated customers up %20
No other branded activity was done in this period
34. Customer Service
Social Media team
Call centre team
Our call centre is now answering all customers’ queries on Facebook.
Marketing team (4 people) is the creative behind the promotions and FB advertising
38. Website Integration
Adding the plugin Boosts conversion
When people click the Feedback it takes them back to Facebook
39. Customer Service
Not just on our website..
This feedback was left about one of our drivers, How do we make them understand that customers can write feedback about them immediately.
The customer service team came with a surprising solution…
41. Customer Service
Drivers Feedback book
This book is being published every 2 weeks and include selected feedback about our drivers that was posted on Facebook, trustpilot and other sites. We are posting it directly to the home of everyone who is mention in the book. Now imagine your wife getting a book when you have a bad feedback in. Pretty embarrassing, no? the impact is amazing.
43. Customer Service
Extremely detailed feedback..
As an immediate result of the book – we now see many drivers talk to the customers and ask them to post a feedback to Facebook. The drivers are giving the customers their crew number, so the team who writes the book will know to find them (the drivers) faster
44. Customer Service
Personal Letters
If a customer takes times and writes us an amazing feedback on social media, why shouldn’t we make an effort and thank them for that? Maybe we will even convince them to shout about us to all their friends and family..
45. Personal Letters
So, our CEO (John Roberts), decided he want to send a personal, hand signed, letter to everyone who writes a feedback on our Facebook. Our team writes the letters, and JR signs them.
46. Personal Letters
We are quoting the customer’s Feedback on the letter, so its very personal.
47. Customer Service
Personal Letters
The customers who get the letters are very excited – and they post them back on Facebook!
Free content, huh?
51. Apologise when needed
And keep it personalised..
We also send letters to applogise if we made a mistake. Again, the letter is personal and it has the error and the solution elaborated.
52. Don’t forget to try.. Even with your partners
We want to finish with a story that will encourage you to use your customers: The next video review was sent to us by a customer as part of a competition. We asked people to create reviews for their current kitchen appliances, for their chance to get a new one to review and keep. The result was unexpected, and encouraged us to keep trying, more and more new things Watch here: http://youtu.be/YkY2b-5nFqU
53. Yossi Erdman @yossierd Head of brand and social media ao.com @ao
Thank you..
Hope you enjoyed it! and there is much more.. If you have any questions, or feedback, feel free to drop us a note. Yossi.