Social media&Sales promotion, a match made in heaven or an illusion? Find out the answer illustrated by numbers, cases and first steps to follow to develop to use Social Media as sales promotion channel. Presentation delivered during the Highco Shoppers day in Brussels, April 2011

1. Social Media & Sales Promo0on
A match made in heaven or an illusion?
Caroline Maerten – @RollingTalks & Johan van Mol – @johanvm

2. 1. Social media, brands and promo0on
2. Cases: tac0cs to get it right
3. Roadmap

4. Facebook
500 million ac0ve users worldwide, 50% use it daily
3,97 million users in Belgium, or 38% of the popula0on

5. Facebook personalized
Field to post a status update:
homepage
message, photo, link or video
Mostly only “friends” can see
your posts
Feed: list of updates of
your friends
Comments and “likes”

6. Facebook brand page
Wall: your messages,
pictures, videos, links,
polls
Interact with fans through
messages, comments and
“likes”

7. Within your brand page you
can deploy microsites and
applications …
or even run complete e-
shops

9. TwiTer
100 million users worldwide, 63.000 in Belgium
tweets, most tweets are public, twiTer is used by many
Messages are called
opinion leaders and journalists

10. Twitter personalized
homepage
Field to post status updates or links
People and brands that you
follow and your followers.
Reciprocity is not
necessary
Feed: list of updates of
the people and brands
Twitter is real-time that you follow
Trending Following
topics suggestions
Twitter is a great
source of consumer
insights

11. Why should we care?
• Users spend a significant amount of their
online 0me on these social networks
• Users ask informa7on, discuss and evaluate
brands, products and services on social
networks
• Social networks greatly influence people’s
percep0on of brands
• Social networks greatly influence purchase
decisions

13. Will handing out coupons do the trick?

15. 5 tac0cs to get it right

16. Get Lucky
#1 Offer the right product

17. Super Mario Bros Wii stamps get picked up by gaming blogs

18. At a cost of 0 €
Result
• Made international blogs
• Over 500 tweets
• 500 tweets reach of more than 75.000 people
• Real-time insights
• Positive mentions outshone negative ones by a
factor 100
• Online sales twice as much as
top month December

19. #2 Join conversa0ons

20. Mobile Vikings customers form a community

21. Mobile Vikings joins conversa0ons between consumers

22. #3 Build a loyal customer base with content

23. Starbucks is everywhere in digital and social media

24. Starbucks loyalty/gi] card

27. #4 Build a community

28. Retailmenot is a coupon site community

29. Credits for sharing coupons

30. Retailmenot engages people

31. Retailmenot will post its coupons in social networks

32. But it will also spark conversa0ons

33. #5 Leverage collec0ve buying power

37. Success factors
• Big discounts
• Sense of urgency
• Build‐in viral mechanism
• Loca0on based
• Brand experience
• It’s a gi]

38. #1 The right product for a passionate audience
#2 Join conversa0ons in a non‐intrusive manner
#3 Build a strong fan base and loyalize them
#4 Build a community by engaging with them
#5 Use viral mechanisms to leverage collec0ve buying
power

39. Social Media & Sales Promo0on
A match made in heaven or an illusion?

40. What do you need to get started
#1 Listen to conversa0on
#2 Strategic framework
#3 An integrated content plan
#4 A conversa0on guideline
#5 One or more community managers
#6 A customer care process

41. Promolife on Facebook and TwiTer

42. Thank you so much
@RollingTalks
@johanvm
www.cleverwood.be