Social Media is often overlooked as a sales channel. This presentation gives some practical ideas on how to approach this channel and develop it for lead generation.

1. The
Digital
Marke.ng
Experts
Developing Social Media
as
a
Sales
Channel
1

2. Table Of Content
• What is Social Media
• How to leverage Social Media as a Sales Channel
• Develop a Sales Channel with a Strong Framework
• Example (Travel Sector)
• Getting to grips with Measurement
• Recommendations
• Fast Facts- Digital Jungle
2

3. Social Media defined….
Social media combines a wide range of online, word-
of-mouth forums including blogs, company sponsored
discussion boards and chat rooms, consumer-to-
consumer e-mail, consumer product or service ratings
websites and forums, Internet discussion boards and
forums, and micro-blogs. (Wikipedia)

4. Customer Perspective: Info Overload
What The Customer Sees What The Customer
Wants
Soci
al
netw
ork
Easy to find
Bl
o
What organizations need to do
g
information
OTA
Plan Meta
ner searc
h
Customers wants a product and not just a number of related component
Product research has high transaction costs
Information is available piece-meal & proliferation of social media content sources leads to confusion
Company needs to help rather than confuse – provide clear paths from research to purchase.`

5. Industry Perspective: A Value Migration
Search, Websites
Reach
Social Media Commoditized
Content Commerce
Reach, content or commerce is no longer sufficient on a stand-alone basis
Value has been redefined as “owning” the customer

6. Customer Perspective: Pain Points
Customer Costs Customer Benefits (Your value add) Attributes that drive value to the
customer
(pain points)
Availability
Anxiety
User
base
Reliability
Effort
Quality
Components
Time
Transactability
… the size of your user base and what kind of value added components you provide.

7. Developing integrated social solutions
Customer Perspective Industry Perspective
• Wants products, not
• Content, commerce &
components
+
reach value poor
• Transaction costs
independently
• Information proliferation
• Owning the customer
• Planning & commerce
relationship
facilitation are key
Enabling one-stop product discovery, research, sharing, commenting and transaction is key.

8. An example of putting It All Together

9. Leveraging Social
Media Frameworks
9

10. Applications Framework

11. Brand Framework
GENERATED
EARNED
CREATED OWNED
BOUGHT

12. Messaging Framework
More Ways of
Communicating.
We now have multiple channels for
saying things. And many of these
tools allow other people to
comment, respond, and spread
your message. The challenge is
choosing the right channel for who
you want to reach and what you
want to say.

13. Site Framework

14. Social Media Marketing Process

15. Example: Tourism
Value China
15

16. Social Media Marketing Process
+
Flights
Car
rentals
Tickets
Customized
tours
Impact
of
Informa5on
Event
5ckets
Standard
tours
Commodity Bou5que
hotels
Purchase
Cruises
-­‐
Impact
of
Customer
Opinions/Sen5ment
+
Customer purchase patterns in different segments vary in their sensitivity to
• Peer opinions
• Hard facts
Commodities are fact sensitive; experiences are opinion sensitive
Sharing of opinions impacts experience oriented / less defined products far more

17. Value Chain Impact Assessment
Online
Agents
/
Supplier
Operator
Customer
Offline
Agents
• Reduc.on
in
need/
value
of
• Biggest
beneficiary
• Greater
reach/
visibility
• Comparability
advice
Impact
• Comparability
• Personalized
marke.ng
/
offers
to
• Comprehensive,
quick
&
• Product
design
based
customers
on
your
database
effec.ve
comparison
&
• Disintermedia.on
on
most
popular
ra.ngs
• Go
online
planning
enabled
• Context
relevant
online
distribu.on
/
promo.on
• Customer
service
– Leverage
social
media
tools
Opportunities becomes
key
– Posi.on
yourself
as
an
expert
• Collabora.on
/
group
buying
made
easier
• Bundling
for
price
opacity
• Service
quality
exposed
• DIYers
can
go
direct
to
• Info
overload
Risks • Service
quality
exposed
local
suppliers
• Further
disintermedia.on

18. Value Chain Impact Assessment
Impact
• Direct channel to communicate with customers
• Customers & critics get an easy platform to discuss organizations. Form
cliques
• Additional medium beyond traditional PR & marketing
Opportunities Threats
• Participate in community • Corporate indifference to the
discussions new Web
• Showcase thought leadership • Negative blog swarms
• Bypass traditional PR for speed & • Being viewed as plastic /
customer intimacy unauthentic
• Build deep customer relationships
• Leverage word of mouth to
develop the brand

19. Value Chain Impact Assessment
Success Failure
Campaigns
Crisis Management
Do’s Don’ts
• Define objectives • Be too “salesy” or pushy
• Understand your timeframes • Be un-authentic
• Identify your measurement criteria • Expect fast results
• Establish a plan
• Execute and contentiously review

20. Adoption by Tourism Companies
Budget Rent A Car Southwest Airlines Accor Hotels
• Campaign: “Up Your • Campaign: User • Campaign: “Invite a
Budget” submitted video friend”
• Tools used: Blogs, Internet adverts • Tools used: Micro
Videos • Tools used: Blogs, blogs, Blogs, BBS and
• Spend: < USD 500,000 Internet Videos, SNS
• Results Company Website • Duration: 5 weeks
– 1m unique visitors • Results
– 10m page views – 25k registered
emails
Examples of companies using social media within travel industry – with impressive results
Adoption increasing as with emergence of platforms / standards emerge & references

21. How to Measure
Social Media?
21

22. Automated Sentiment Analysis
The sales process is impacted differently by online
comments & sentiment depending on the types of
products and services are being considered.
However, it remains a critical metric for marketers
managing products, services the company brand.
Automatically monitor
the sentiment around
a product, service or
brand.

23. Consumer Review Analysis
Consumer review sites hold a significant degree of
trust for online netizens. The nature and content of
reviews, comments and posts have an effect on the
consumer to the extent they will make a sale or not
depending on the comments being found online.
Identify the opinions
and comments
posted on consumer
review sites

24. Social Media Analytics
SIP: Enterprise is a social media analytics platform that monitoring
and manages online brand, measuring public awareness,
sentiment, influence, and tracing authoritative sources.

25. Summary
• Social Media is already impacting all types of industry
players
• Online players will need to figure out their strategy along:
– Re-assessing customer value proposition
– Sharing content and tools: data in and data out (‘co-
opetition’)
• Bricks & Mortar players will need to harness social media
– To connect to customers, foster loyalty
– To understand (and even influence) demand
– …and fine tune offering
• There is no single formula. Be prepared to experiment and
figure out
– Social media should be a core part of your marketing
plan

26. About Digital Jungle
26

27. Digital Jungle Fast Facts
• Socially Led, digital marketing specialists
• Global reach
• Offices in Beijing, Shanghai, Hong Kong, Sydney
• Spun out of SinoTech Group in 2011

28. World Class Digital Marketing Experience
• Delivering digital strategy and execution services:
– Customer and competitor insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
– Mobile Applications
• We work for global and domestic organisations,
across various market sectors, helping our clients:
– Engage with their key audiences
– Transform their business
– Maximise growth Marketing

29. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
• Driving incremental direct revenue
Dr Matt McDougall,
CEO, Digital Jungle • Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.

30. Thank You!
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