Social media can increase business success in several ways: 1) It allows businesses to directly engage with customers and get feedback on products/services. 2) Examples show how social media campaigns for brands like Ford and Kellogg's increased sales, brand awareness, and customer engagement. 3) Most internet users, especially younger generations, now use social media which businesses must engage with to reach customers where they are online.

1. How can social media increase
your business success?
Author: Jean-Francois MESSIER

2. This document is part of the “Social Media and Business” series
by JF MESSIER

3. social media for business?
BECAUSE
social media becomes a critical factor in
the success of any business
it works
of the “Y” generation
the experience is social
you have no choice

4. Reason #1

5. We have reach
never before,
like
where businesses can
embrace their customers.

6. One message before social media…

7. One message before social media…

8. One message after social media…
is distributed
across

9. One message after social media…

10. One message after social media…

11. One message after social media…

12. One message after social media…

13. One message after social media…

14. Reason #2

15. 7 hours
The time it took
for James Lebron
to amass his first
Twitter followers.

16. You know those videos with that manly Old
Spice guy and his hilarious responses to
Twitter fans?
110 million
views
+55%
Sales (source :
Nielsen, July 2010)

17. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
6.2 million
views
132,000
handraisers
http://www.fiestamovement2.com/

18. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
40 million
impressions
30%
under 25
http://www.fiestamovement2.com/

19. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
750,000
views
83%
new to Ford
http://www.fiestamovement2.com/

20. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
21,213
fans
http://www.fiestamovement2.com/

21. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
It made 60% of the
public aware of a
car that hadn't even
made its debut in
the US yet.
http://www.fiestamovement2.com/

22. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
It made 60% of the
public aware of a
car that hadn't even
made its debut in
the US yet - without
spending a dime on
traditional media.
http://www.fiestamovement2.com/

23. In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
50,000
Interested potential
customers
97%
of which don‟t
currently own a Ford
http://www.fiestamovement2.com/

24. Kellogg fans earn a virtual currency called
„choc chunks‟ by performing various social
media activities.

25. Kellogg fans earn a virtual currency called
„choc chunks‟ by performing various social
media activities. Then they can exchange
their chunks for prizes like music festival
tickets or iTunes vouchers.

26. Kellogg fans earn a virtual currency called
„choc chunks‟ by performing various social
media activities. Then they can exchange
their chunks for prizes like music festival
tickets or iTunes vouchers.
from
1,500
to
40,000
fans in seven days

27. ‟s ROI just for sending out a tweet
might look something like this:
1.5 million
followers

28. ‟s ROI just for sending out a tweet
might look something like this:
1.5 million
followers
50,000
followers who see the Tweet

29. ‟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

30. ‟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

31. ‟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

32. By the end of 2009, had
generated
in sales from alone.

33. ‟s IdeaStorm
is an online community that allows users to
submit ideas for new products or
improvements to existing ones
30% drop in negative sentiment!

34. On April 8, 2008,
Frank Eliason set up
a account
to help
users in need.

35. Gave their
consumers
a
70,000
ideas
in the first year

36. Gave their
consumers
a
50,000
product ideas

37. In the first nine months of launching its social
media communities
140,000
fans

38. crowd-sourced ideas for a
new crisp flavour with its
1.3 million
entries

39. crowd-sourced ideas for a
new crisp flavour with its
14%
increase in sales!

40. Reason #3

42. The first generation of
Digital Natives is
coming of age…

43. …born between 1980 and 1990.
They are already 20 to 30 years old.

44. of the
human race
is under the
age of 30.

45. of the
human race
is under the
age of 30.
They‟ve
never
known life
without the
internet.

46. “Y generation” spend
>
16 hours / week online.

47. 96% of them have
joined a social network

48. Guess how
they feel
about social
media?

49. And they don't care
about your ads.
They care about
what their friends
think.

50. Reason #4

51. The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

52. The building blocks of an experience
EXPERIENCE
USEFUL
helpful
effective
functional
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

53. The building blocks of an experience
EXPERIENCE
Natural progression
USEFUL USABLE
helpful intuitive
effective efficient
functional accessible
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

54. The building blocks of an experience
EXPERIENCE
Natural progression
USEFUL USABLE DESIRABLE
helpful intuitive enjoyable
effective efficient delightful
functional accessible memorable
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

55. The building blocks of an experience
EXPERIENCE
Natural progression
USEFUL USABLE DESIRABLE SUSTAINABLE
helpful intuitive enjoyable pliable
effective efficient delightful scalable
functional accessible memorable adaptive
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

56. The building blocks of an experience
EXPERIENCE
Natural progression
USEFUL USABLE DESIRABLE SUSTAINABLE SOCIAL
helpful intuitive enjoyable pliable collective
effective efficient delightful scalable shareable
functional accessible memorable adaptive distributed
CUSTOMERS
BRAND
BUSINESS
FOUNDATION

57. Reason #5

58. Is it imperative for a business to
have a presence online ?

59. If you answered “no”, I have a nice flying
machine for your next business trip
that I would like to sell to your company!

60. If you answered “yes”:
the web and media are
both
social

61. In 2011, if you don‟t use social
media, you don‟t use the internet.

62. Translation:
The train is leaving the station
with or without you.

63. # of Americans who use
social technology
75%
Forrester, The Growth of Social Technology Adoption, 2008

64. # of active worldwide Facebook users
outside the United States
70%
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011

65. # of the global internet population
who visit social networks
2/3
Nielsen, Global Faces & networked places, 2009

66. However old they are…
18-29: 86%
30-49: 61%
50-64: 47%
> 64: 26%
May-10

67. They are steadily growing
100%
90%
86%
80% 18-29
70%
60% 61%
50% 30-49 47%
40%
30%
20% 50-64 26%
10% > 64
0%
Sept-05 May-08 Nov-08 Apr-09 Dec-09 May-10

68. Where do people search for
product information?
50% 59%
47%
Companies Search Social
Suppliers engines networks

69. Time spent on social networks
is the
overall Internet rate
Nielsen, Global Faces & networked places, 2009

70. Visiting social sites is now
the
popular online activity,
…ahead of
personal email!
Nielsen, Global Faces & networked places, 2009

71. Social media is
the same today
as it was yesterday.
It‟s just now
reached

72. Social media is
the same today
as it was yesterday.
It‟s just now
reached
It‟s too
hard to
ignore.
Julia Roy
Senior Manager, New Media
Coach, Inc.

73. Ignoring social media in
2011 is like…
…ignoring Google in 1999.

74. If you haven't gotten on
the train yet,
don't worry, you will.

75. If you haven't gotten on
the train yet,
don't worry, you will.
Pretty soon,
you'll have to.

76. If you haven't gotten on
the train yet…
…the question is:
how do you get
on the train?

77. If you haven't gotten on the train yet…
Start by registering
a username that
is still available
on most of the
popular Social
Networking and
Social Bookmarking
websites.

78. If you haven't gotten on
the train yet…
Watch, learn and listen
– then jump on in. You
can‟t understand social
media until you use it.

79. Synthesis
It‟s not a fad. It‟s a
fundamental shift in
the way we communicate

80. Synthesis
We don't have the choice on
whether we social media,
the question is
it.
Erik Qualman

81. Bibliography
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82. If you were interested in this presentation,
you may be interested in this one as well…

83. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Email: jfmessier@mercurifr.com
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