short presentation about the latest SoMe developments, stats but also o view on how to integrate SoMe within Customer Lifecycles en customer experiences

1. Social Media Update

2. Social media Revolution 2013

6. Stats NL - August

7. The online
experience was
about
content
@your_social

8. Web 2.0 is about
personal connections
@your_social

9. Social Media is about
Context
And also about ENGAGING
content ;-)
@your_social

10. 10

11. 11

13. Integrate socially relevant discussions at every phase of the customer
lifecycle

14. Designing the customer experience and integrate social media tools to
express the experience

15. Worst Practices

16. Social Media workshop Princess 16

23. Best Practices

24. Carlsberg: Video content drives Sales

25. Results Campaign
• More than 11 million views on Youtube
• More than 16 million views worldwide
• More than 1.5 million shares on facebook
• 400K mentions on Twitter
• 900 blogs wrote about the campaign (free)
• 150 news websites
• Tv Shows, newspapers and magazines picked up the story- all with
a positive brand attribution of 98%
Sales in Q3 and Q4 2011 were up by 4,3 % in volumes!

26. Where did it all start?
• Campaign Slogan: “ That calls for a Carlsberg.”
• The slogan underpins a new creative strategy, essentially
making a Carlsberg the reward for an act of courage.
• “Starting from this strategy, the creative team came up with
some viral ideas for experiments where people have to step
up out of their comfort zone and show courage,”
• Campaign Goals:
– Drive Sales
– Increase Brand Awareness
• Target Audience

27. Social Media & Sales

28. Sharing through Social. Whats the result?
Eventbrite has measured it!
• What is Eventbrite:
• Organise your own event online
• From selling to managing registrations

29. Social Commerce by EventBrite

30. Two important metrics
• Visits Per Share: the amount of additional traffic generated by
each act of sharing.
• Dollars Per Share: the average value of the additional tickets
sold through this share.

32. Two important metrics
• They used a custom suite of social analytics tools that they
have developed entirely in-house.
• Their reporting lets them track and analyze not only which
sharing options their users leverage, but also where on
their site each share action takes place.
• These tools also tie back into their conversion funnels, so
they are able to attribute ticket purchases to the specific
social distribution channel that drove them.
• So, for example, they can compare not just the value
created by a Facebook “Like” vs. a tweet, but also the
performance of shares initiated before or after a purchase.

33. Open Graph Sweepstake for retailer XYZ

34. Briefing
• Company: XYZ Leading children’s retailer
• GOAL: 10.000 participants
• Target audience: parents
• Channels: Paid Owned Earned
• Sweepstake

35. Results
• More than 14 million impressions
• 27.241 unique entries
• Each entrant participated an average of 3,9 times
• Owned media drove 22% of the sweepstake entries
• Earned media of the open graph stories and direct referals
drove 69% of the sweepstake entries
• Paid media Sponsored stories drove an aditional 9% of the
entries (budget 5,500 USD)
• For every person who entered the sweepstakes after seeing
a promotional message from the brand, at least three more
people participated based on earned media
recommendations

36. What's even more impactful is that the brand
promotions hit only the brand's fans and
customer list. The earned media stories and
Sponsored Stories hit an audience of nearly 4.8
million friends on Facebook—13 times the
audience of brand promotions

38. Visa Brand ID & Brand Story
“Visa offers cardholders peace of mind
in knowing they can use their cards with
convenience, security and ease, virtually
anywhere in the world, at any time -- ultimately
providing greater freedom to enjoy their travel
experiences.”

39. Telekom: Million Voices

40. Telekom: Million Moments

41. Owned: Delen als een baas

42. presentatie titel

43. presentatie titel

44. Giff Gaff: Telco without a callcentre and with a community

45. The Giff Gaff Story
Giffgaff is a ‘sim card-only’ mobile virtual network operator
based in the UK. They do things differently than large mobile
networks—giffgaff is run by its members. Members get rewarded
for running parts of the business like answering questions in the
community, enlisting new members, or helping to promote the
company. This means giffgaff keeps its costs low and passes the
savings back to its members.

48. Owned: Vodafone eForum

52. •

53. Questions, feedback,
discussion
Social Media Workshop Interpolis 55