1) Social media has become mainstream and people now spend more time on social platforms than email. This means social media is an opportunity for businesses to connect with customers. 2) Consumers now research products and brands online and share opinions, so social media allows both positive and negative experiences to spread quickly. 3) Successful social media strategies focus on creating engaging experiences for customers rather than just branding. They embrace open discussions and a culture of customer centricity. Learning from small businesses shows the power of authenticity and interaction.

1. Social commerce How social media can (positively) affect your sales Audrey Benoit – Head of Emakina/Social

2. Agenda 1 Introduction What does it mean for you? 2 3 A new paradigm The Zappos end-to-end approach 4 Let’s learn from Small Businesses 5 Key takeaways 6

3. 1 Social media in people’s lives Introduction

4. Why care ?

5. Itsmainstream

6. Social Networking Source: Morgan Stanley, Internet Trends, April 12, 2010

7. Belgium* * Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be

8. Its a time and attention shift

9. PEOPLE CONTROLLED PLATFORMS BRAND CONTROLLED WEBSITES 9 Source : Stats from Google trends and Compete.com

10. Social Networking > Email Usage. Source: Morgan Stanley, Internet Trends, April 12, 2010

11. 2 eShoppers Whatdoesthismean for YOU?

13. They reinvent the power of voice of any consumer and emphases their conversation power

14. They are a danger and an opportunity12

15. Consumers spend 30% of their online time in social media

16. 40% Of consumers “friended” a brand on Facebook and/or MySpace

17. 65% Of consumers have had a digital experiencechanging their opinion a brand

18. 73% Of consumers have posted a product or a brand review on Amazon, Facebook, Twitter

19. Research Confirmation

20. 3 The customer journey A New paradigm

21. The conversion funnel

22. Historical belief: The funnel metaphor Many brands > Fewer brands > Final choice > Buy POS Promo customer Awareness / Brandpreference € CampaignCall2action 20

23. NOW The customer decision journey POS Promo Enjoys and shares New customer €€ €€€ Awareness / Brandpreference Advocate and bond € CampaignCall2action 21

24. ENJOY, ADVOCATE, BOND.

25. 4 The Holy Grail Zappos

27. Facebook page

28. Twitter service accounts & aggregation of employeetwitteraccounts

30. Zappos looks – trythem out!

31. Twitter.zappos.com Aggregatestweetsaroundzappos& employeetweets Volume shows authority and enhanceslegitimacy Positive aura for digital natives’ recruitement

32. Is that the key for success?Do it all?

33. No.It’s all about the Zappos WOW service

34. Zappos is successful because they have excellent customer service

35. Customer centricity is at the heart of their business model. Their social activity aims to achieve excellenceand is at the heart of the company cultureThey walk the talk.

36. 4 The *real* holy grail Let’slearnfrom Small Businesses

38. Its about being open and available to discussions

41. Ipads

42. Remotecontrols

43. GTA

44. Tom Toms

45. Marbles

46. Golf balls

47. Cars

48. Glow sticks

49. Diamonds….Min 200K per videoposted on youtube, 10Mio views to blend the ipad

50. Blendtec – Will itblend? Will itblend ? Surf on the iphonemomentum First five videos : $50 to create* 6 Mioviewsthe first week, 60 Moi after passing on the Tonight Show Blendersales up by 20% *probablyexcluding the materialcosts

51. The Jojo Project Choose > Act > Check Choose and customizeyourshoes 1 pair of Jojos = 1 year of treeplanting in Niger Or 1 year of drinkable water for 1 person in Sierra Leone Jan’11: 505 treesplanted and 570 people get one year of drinking clean water

53. Reply to all comments, personaldeliveriesALWAYS WITH A HUMAN FACE

55. + 5000 fans on facebook, 300 followerson twitter

56. +11K viewson Youtube

58. + 5000 fans on facebook, 300 followerson twitter

59. +11K viewson Youtube

61. Michel & Augustin Biscuits & dairyproducts Natural, simple products Strongbranding, different image VS traditional FMCG Organisation & culture aimedtowardsproximity: « bananeraies » whereyoucanmeet the creators Social strategy: Energize Customer engagement – to fine tune theirproducts& their distribution

62. E452-A form « Evangelisation letter » to send to your favorite shop so they distribute their product The « Bar à vaches » If 2000 petitioners sign for their city, M&A bring the “bar à vaches” where you can compose your own combination for 2.50€ Michel & Augustin

64. Packaging

65. Flavours

66. DistributionBetween300-800 respondentsper poll

67. Michel & Augustin Some results… +25K facebook fans +400 people at the bananeraies on Thursdays Petitioners in France, but also in the UK, Belgium, HOW COME ?

68. Michel & Augustin They are engaged Team ispresent, visible & accessible Ever consistent Authentic Theylisten: theywork for their clients WITHtheir clients

69. 6 Wake up! Key takeaways

70. KEY ELEMENTS OF SOCIAL MEDIA It’s not media Social media is not yet another communication channel; it is not one way communication. Social media is about entering in a conversation, it is the willingness to listen, talk and share information with each other to the benefit of all concerned. Conversation Building relationship It is about building a relationship, about giving before receiving. 48

72. The value is in the interaction

73. Transparency and authenticity are mandatory

74. Itswork, time and engagement