The document discusses the rise of "social sales" where customers are incentivized and rewarded for sharing their purchases on social media. It provides examples of brands that have implemented successful social sales campaigns in various industries such as alcohol, travel, automotive and retail. The key aspects of a social sale are that it begins a social relationship between brand and customer after the purchase by having the customer share it for a reward, which can then influence other potential customers.

1. THE SOCIAL SALE
adding value beyond the transaction

2. £
the value of a customer used to be
a fairly simple calculation

3. They would buy your product, perhaps tell a
friend or two if they were particularly
impressed or disappointed.
Then they were forgotten, until they walked
back into your store

4. NOT EXACTLY A
SOCIAL PROCESS...

5. THIS OLD WORLD OF
CONSUMERISM HAS
CHANGED

6. THE SALE IS NO LONGER THE LIGHT AT THE END OF THE
TUNNEL BUT THE BEGINNING OF A ‘SOCIAL’
RELATIONSHIP BETWEEN A BRAND AND CONSUMER

7. It’s an opportunity to engage with
consumers in a way that is not only
interesting, but also rewarding and
exciting

8. SO WHAT EXACTLY IS A
SOCIAL
SALE?

9. A SOCIAL SALE IS INCREDIBLY
SIMPLE

10. A SOCIAL SALE IS A PURCHASE THAT’S SHARED BY A
CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND,
LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT
THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT

11. A SOCIAL SALE RAISES AWARENESS AMONGST
OTHER POTENTIAL CUSTOMERS WHO THEN HAVE
A REASON TO DO THE SAME

12. CONSUMERS IN THEIR
HUNDREDS OF
THOUSANDS
ARE ALREADY DOING IT ACROSS
THE COUNTRY

13. SOCIAL SALES
ARE A FAMILIAR
SIGHT ON E-COM
WEBSITES
SUCH AS
AMAZON

14. SOCIAL SALES
ARE ALSO
HAPPENING IN
THE OFFLINE
WORLD

15. THIS EXAMPLE
SHOWS THE
CONVERSATION
ABOUT THE
PRODUCT
EXTEND BEYOND
THE PURCHASE
ITSELF

16. BUT FOR THE MOST PART, BRANDS
ARE UNAWARE OF IT OR IF THEY ARE,
THEY ARE NOT HARNESSING THIS
BEHAVIOUR AND MAKING IT WORK
FOR FOR THEM

17. THIS IS THE
TRICKY
PART

18. IT INVOLVES KNOWING HOW TO
APPROACH CONSUMERS IN A
RELEVANT WAY, WITH A REWARD
THAT INCENTIVISES THEM RATHER
THAN ANNOYS THEM

19. ADMITTEDLY THIS IS A HARD NUT TO CRACK
BUT THAT’S WHERE WE COME IN

20. SO HOW DOES A
SOCIAL SALE
WORK?

21. WHETHER THEY LIKE TO ADMIT IT OR NOT
PEOPLE ARE CURIOUS BY
NATURE

22. THEY WANT
TO KNOW
WHERE THEIR
FRIENDS ARE
EATING AND
DRINKING
WHERE THEY
HOLIDAY
IF THEY’RE
MAKING A BIG
PURCHASE LIKE A
CAR OR HOUSE

23. BUT THIS IS JUST
THE START

24. PEOPLE ARE ALSO
USING THEIR
PHONES TO CHECK
INTO VENUES AND
LOCATIONS IN THEIR
MILLIONS EVERY DAY

25. USERS OF LOCATION BASED SERVICES HAVE NOW
REACHED AROUND 3 BILLION WORLDWIDE

26. WHICH MEANS YOU POTENTIALLY HAVE INSTANT
ACCESS TO OVER SEVEN BILLION MOBILE
SUBSCRIBERS GLOBALLY

27. CONSUMERS HAVE MORE WAYS OF SHARING THEIR
EXPERIENCES, MOST SIGNIFICANTLY THROUGH THE RISE
OF SOCIAL MEDIA

28. FACEBOOK’S ‘POPULATION’ MAKES IT THE
SECOND LARGEST CONTINENT IN THE
WORLD

29. WITH TWITTER THE 6TH LARGEST, AND BOTH
ARE BUILT AROUND SHARING INFORMATION

30. ADD TO THIS TO THE GROWING
POPULARITY OF SMARTPHONES,
MEANING MORE CONSUMERS ARE
PURCHASING ON THE MOVE WITH
OVER ONE BILLION OF THESE
SMARTPHONE USERS ACCESSING
FACEBOOK VIA THEIR DEVICE

31. THE EXCITING THING ABOUT SOCIAL SALES IS
THAT CONSUMERS ARE ALREADY DOING IT IT’S
JUST A CASE OF KNOWING WHERE TO LOOK

32. OFTEN, THERE’S NO NEED FOR ANY
COUPONS, PRINTOUTS OR
PROMOTIONAL CODES

33. IT DEPENDS ON THE BRAND AND THE TARGET
CUSTOMER, BUT THE REWARD CAN BE
INSTANT RATHER THAN PREMEDITATED

34. THE MAIN REASON TO CARE, HOWEVER, IS
THAT IF YOU’RE NOT TAKING STEPS TO
MAKE YOUR SALE SOCIAL WHAT YOU HAVE
IS A ‘DEAD SALE’…

35. …A TRANSACTION WHERE THE VALUE TO
YOUR COMPANY ENDS AT THE POINT OF
PURCHASE, WASTING THE OPPORTUNITY TO
ENGAGE WITH THOUSANDS OF POTENTIAL
CUSTOMERS WITH ONE SIMPLE ACTION

36. WITH THE RECENT LAUNCH
OF APPLE PAY AND
GOOGLE WALLET, THE ACT
OF PAYING AND SHARING
COULD BECOME PART OF
THE SAME BEHAVIOUR – IF
BRANDS CREATED THE
INCENTIVE

37. BRANDS HAVE BEEN
EXPERIMENTING WITH
THE SOCIAL SALE ON
VARIOUS SCALES

38. WE’VE PULLED TOGETHER A
FEW SECTOR SPECIFIC
EXAMPLES OF HOW AND WHY IT
COULD WORK

39. ALCOHOL

40. Alcohol brands are
consumed in a strong
social context: with friends
and in pubs or during
parties. This creates two
very different arenas for
sales, including in a bar /
restaurant situation and in
the supermarket / shop

41. However the moment of
consumption is often the
same, by-in-large this is a
social situation and
because of this, drinking
moments are naturally
those that people share and
talk about on social
networks, mostly through
their smartphones

42. HERE, YOUR SOCIAL SALE COULD BE AS
SIMPLE AS A ‘BUY ONE GET ONE FREE’
DEAL ON YOUR FIRST DRINK IF YOU
CHECK IN. OR IT COULD BE SOMETHING
FAR MORE CREATIVE, LIKE
STRONGBOW’S STARTCAP CAMPAIGN

43. Budweiser launched 2
programmes on
Facebook ‘Bud Light
Birthday’ and ‘Bud for
Buds’, so people can
hand out and send beer
vouchers as gifts for
people’s birthdays. All
they had to do was
show ID and the link on
mobile to redeem the
offer

44. Carlsberg’s #happybeertime
campaign encouraged fans to
post on Instagram using the
campaign hashtag, the more
people posted the longer
happy hour lasted

45. EVEN IF THIS SCALE OF ACTIVITY ISN’T
WITHIN BUDGET, IT DEMONSTRATES
HOW MOBILE TECHNOLOGIES CAN
HELP BRANDS TO INSTANTLY REWARD
THEIR CUSTOMERS FOR SHARING
SOME BRAND CONTENT

46. TRAVEL

47. This isn’t news to travel
companies, but it does make
it a perfect target for the
social sale. while people love
sharing the fact that they are
going on holiday, they are
even more likely to with a
reward or incentive

48. Again, a simple way of making the sale
social would be an offer of 10% off their
next holiday booking in return for a
Facebook share - or even something as
small as a complimentary drink on
arrival at their destination

49. THE USHUAIA IBIZA BEACH HOTEL RFID
WRISTBAND IDEA MIGHT BE A COUPLE OF
YEARS OLD, BUT IT’S STILL A GREAT EXAMPLE
OF HOW A BRAND USED MOBILE
TECHNOLOGIES TO MAKE ITS CUSTOMERS
SHARE CONTENT THEY CONTROL ON THE
GO, INSTANTANEOUSLY

50. The party resort gave some of its
hosts an RFID enabled wristband
linked to their facebook account
and sensors were installed
throughout the hotel (pool, bars,
restaurants, etc) so that
customers could swipe their
wristband to upload pictures,
update status and check-in

51. GOING ON HOLIDAY IS ONE OF THE
FEW TIMES IN THE YEAR THAT YOU
GET A BREAK FROM WORK AND
TIME TO DO WHATEVER YOU LIKE.
THIS MAKES HOLIDAYS ONE OF THE
MOST ENJOYABLE PIECES OF
CONTENT TO SHARE

52. IN FACT, AIRPORTS ARE THE MOST
POPULAR VENUES ON FOURSQUARE AND
FACEBOOK PLACES!

53. In 2012, the hotel enabled RFID
payments so their customers can
pay for drinks by swiping their
wristband - it’d have been nice to
add a loyalty program here! with
the tagline “make your facebook
friends jealous”, this campaign
helped the Ushuaia Ibiza Beach
hotel facebook page to reach the
180,000 fans milestone early
2013

54. This idea would work well with
ski resorts, as ski passes are
RFID enabled - that’s what the
Vail Resorts did with the
epicmix platforms

55. Skiers can track their movements and
performances by pressing their RFID-enabled
ski pass at the top and
bottom of slopes, ski lifts, etc. at the
end of the day, they get a dashboard
with their performances that they
can share if they want to

56. AUTOMOTIVE

57. Buying a new car is a big and
exciting moment in someone’s
life. it’s also a long purchase
decision process, so there is more
than one opportunity for car
manufacturers to push for shares

58. THERE ARE TWO DISTINCT WAYS TO
PURCHASE A CAR; EITHER DIRECT FROM
THE MANUFACTURER OR SECOND HAND,
WHETHER ITS A DEALER OR PRIVATE SALE
THESE WOULD HAVE VERY DIFFERENT
TACTICS FOR THE SOCIAL SALE

59. AS A CAR IS NOT A FREQUENT
PURCHASE, AUTOMOTIVE BRANDS
CAN’T OFFER ‘BUY AGAIN’
DISCOUNTS, BUT THEY CAN HELP
CUSTOMERS “SHOW THEIR
STATUS” BY PROMPTING POST-PURCHASE
SHARES. THE
INCENTIVES COULD INCLUDE
DISCOUNTED SERVICING OR
BRAND MERCHANDISE (SUCH AS
CAR MATS)

60. You may not think that buying a car
on social would be something
successful, but Mercedes did just
that earlier this year when it
celebrated the year of the snake
with an 8hr flash sale of a limited
edition version of its Smart cars

61. The sale took place via Chinese
microblogging and Twitter
equivalent, Sina Weibo. those
that purchased the car were only
asked for a small deposit of 1.5%
of the cost of the car to secure it -
surely a good tactic to ease the
blow of such an ‘impulse’ buy!

62. IT SOLD AN ASTONISHING 666 CARS -
THAT’S MORE THAN 1 CAR PER MINUTE
AND ACCOUNTED TO 4% OF MERCEDES
SMART CAR ANNUAL SALES IN THE LUXURY
CAR MARKET AN INCREASING NUMBER OF
THOSE PURCHASING ARE OF A YOUNGER
GENERATION AND WHERE IS THIS
GENERATION SPENDING MOST OF THEIR
TIME? SOCIAL MEDIA

63. MAKE AN EVENT, MAKE IT LIMITED
AND MAKE IT EXCLUSIVE!

64. RETAIL

65. When it comes to big fmcg
brands, loyalty is the name of the
game. it can be a crowded
market with little differentiators
outside of price, this is where
rewarding a customer for a
purchase comes into its own

66. Birds Eye took the dining
experience to a whole new
level with a pop-up
restaurant. The brand
discovered 52% of diners
‘Foodstagram’, and so had
their diners pay for meals
by taking a photo of it on
Instagram and tagging
#BirdsEyeInspirations

67. Christmas is fast
approaching, so Debenhams
embarked on a social selling
strategy that turned
customers into brand
advocates, encouraging them
to share special offers with
friends in return for rewards

68. I’M SOLD.
WHAT NEXT?

69. JUST GET IN TOUCH WITH
US. WE’D BE HAPPY TO
DISCUSS HOW THE SOCIAL
SALE WOULD WORK FOR
YOUR BRAND. WE’LL EVEN
COME UP WITH SOME
SPECIFIC EXAMPLES TO
SHOW OFF OUR CREATIVE &
STRATEGIC THINKING

70. @wearesocial
+442031951700
talktous@wearesocial.net
www.wearesocial.net