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Le social commerce - opportunités et challenges

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Le social commerce - opportunités et challenges

  1. 1. Social commerce How social media can (positively) affect your sales <ul><li>Audrey Benoit – Head of Emakina/Social </li></ul>
  2. 2. Agenda 1 3 2 What does it mean for you? Introduction A new paradigm 4 The Zappos end-to-end approach 5 Let’s learn from Small Businesses 6 Key takeaways
  3. 3. Social media in people’s lives <ul><li>Introduction </li></ul>1
  4. 4. Why care ?
  5. 5. <ul><li>Its mainstream </li></ul>
  6. 6. Social Networking Source: Morgan Stanley, Internet Trends, April 12, 2010
  7. 7. Belgium* * Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be 3.5 million users in 2010 50% of Belgian online surfers 18-30y: 45% 30-50y: 36% 50+: 8% 30-60k users in 2010 1% of Belgian online surfers Mainly 30+ 4 million users in 2010 +50% of Belgian online surfers Video sharing 1.6 million users in 2010 +20% of Belgian Online Surfers Professional use 2,2 million users in 2010 +30% of Belgian Online Surfers 80% is in between 14 and 25 year old
  8. 8. <ul><li>Its a time </li></ul><ul><li>and </li></ul><ul><li>attention shift </li></ul>
  9. 9. PEOPLE CONTROLLED PLATFORMS Source : Stats from Google trends and Compete.com BRAND CONTROLLED WEBSITES
  10. 10. Social Networking > Email Usage. Source: Morgan Stanley, Internet Trends, April 12, 2010
  11. 11. eShoppers <ul><li>What does this mean for YOU? </li></ul>2
  12. 12. SOCIAL MEDIA ARE A REALITY <ul><li>Social media are here to stay </li></ul><ul><li>They reinvent the power of voice of any consumer and emphases their conversation power </li></ul><ul><li>They are a danger and an opportunity </li></ul>
  13. 13. 30% Consumers spend of their online time in social media
  14. 14. 40% Of consumers “friended” a brand on Facebook and/or MySpace
  15. 15. 65% Of consumers have had a digital experience changing their opinion a brand
  16. 16. 73% Of consumers have posted a product or a brand review on Amazon, Facebook, Twitter
  17. 17. Research Confirmation
  18. 18. The customer journey <ul><li>A New paradigm </li></ul>3
  19. 19. The conversion funnel
  20. 20. Historical belief: The funnel metaphor Awareness / Brand preference POS Promo Many brands > Fewer brands > Final choice > Buy customer €
  21. 21. NOW The customer decision journey Awareness / Brand preference €€ POS Promo Advocate and bond Enjoys and shares €€€ New customer €
  22. 22. <ul><li>ENJOY, </li></ul><ul><li>ADVOCATE, </li></ul><ul><li>BOND. </li></ul>
  23. 23. The Holy Grail <ul><li>Zappos </li></ul>4
  24. 24. About Zappos <ul><li>Online shoe retailer, launched in 2007. </li></ul><ul><li>Regularly mentionned as a Social Media Success Story: </li></ul><ul><li>Blog </li></ul><ul><li>Facebook page </li></ul><ul><li>Twitter service accounts & aggregation of employee twitter accounts </li></ul><ul><li>Youtube & Flickr video activity…… </li></ul>
  25. 25. They are everywhere
  26. 26. Zappos looks – try them out!
  27. 27. Twitter.zappos.com Aggregates tweets around zappos & employee tweets Volume shows authority and enhances legitimacy Positive aura for digital natives’ recruitement
  28. 28. Is that the key for success? Do it all?
  29. 29. No. It’s all about the Zappos WOW service
  30. 30. Zappos is successful because they have excellent customer service
  31. 31. Customer centricity is at the heart of their business model. Their social activity aims to achieve excellence and is at the heart of the company culture They walk the talk .
  32. 32. The *real* holy grail <ul><li>Let’s learn from Small Businesses </li></ul>4
  33. 33. Let’s debunk myths <ul><li>Being successful on social media is not a branding exercise </li></ul><ul><li>Its about creating meaningful, engaging, and authentic experiences </li></ul><ul><li>Its about being open and available to discussions </li></ul><ul><li>It’s about embracing a culture </li></ul>
  34. 34. Why look at SMBs? Digital is a cost saving opportunity They are agile Greater ability to interact personally Less silos
  35. 35. Blendtec – Will it blend? <ul><li>Will it blend ? </li></ul><ul><li>Demonstrate product capabilities by blending anything possible </li></ul><ul><li>Iphones </li></ul><ul><li>Ipads </li></ul><ul><li>Remote controls </li></ul><ul><li>GTA </li></ul><ul><li>Tom Toms </li></ul><ul><li>Marbles </li></ul><ul><li>Golf balls </li></ul><ul><li>Cars </li></ul><ul><li>Glow sticks </li></ul><ul><li>Diamonds…. </li></ul><ul><li>Min 200K per video posted on youtube, 10Mio views to blend the ipad </li></ul>
  36. 36. Blendtec – Will it blend? Will it blend ? Surf on the iphone momentum First five videos : $50 to create* 6 Mio views the first week, 60 Moi after passing on the Tonight Show Blender sales up by 20% *probably excluding the material costs 
  37. 37. The Jojo Project Choose > Act > Check Choose and customize your shoes 1 pair of Jojos = 1 year of tree planting in Niger Or 1 year of drinkable water for 1 person in Sierra Leone Jan’11: 505 trees planted and 570 people get one year of drinking clean water
  38. 38. The Jojo Project <ul><li>Stepped approach: </li></ul><ul><li>Step 1: Raised interest and awareness on the project via their blog </li></ul><ul><li>Step 2 : created their fan base on facebook + videos </li></ul><ul><li>Step 3: product & website eShop launch </li></ul><ul><li>Step 4 : community management: </li></ul><ul><li>Events: « fêtes des paires », Car-free Sunday </li></ul><ul><li>Reply to all comments, personal deliveries </li></ul><ul><li>ALWAYS WITH A HUMAN FACE </li></ul>
  39. 39. The jojo project <ul><li>20.000 visits on their website the first three months </li></ul><ul><li>+ 5000 fans on facebook, 300 followers on twitter </li></ul><ul><li>+11K views on Youtube </li></ul><ul><li>Summer collection event at Delecta in Brussels 300 people attending after 4 days </li></ul>
  40. 40. The jojo project <ul><li>20.000 visits on their website the first three months </li></ul><ul><li>+ 5000 fans on facebook, 300 followers on twitter </li></ul><ul><li>+11K views on Youtube </li></ul><ul><li>Summer collection event at Delecta in Brussels 300 people attending after 4 days </li></ul>
  41. 41. The jojo project 300 people have registered to be informed when sales are back
  42. 42. Michel & Augustin Biscuits & dairy products Natural, simple products Strong branding, different image VS traditional FMCG Organisation & culture aimed towards proximity: « bananeraies » where you can meet the creators Social strategy: Energize Customer engagement – to fine tune their products & their distribution
  43. 43. Michel & Augustin 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€
  44. 44. Michel & Augustin Facebook as a focus group <ul><li>Polling on: </li></ul><ul><li>Product development </li></ul><ul><li>Packaging </li></ul><ul><li>Flavours </li></ul><ul><li>Distribution </li></ul><ul><li>Between 300-800 respondents per poll </li></ul>
  45. 45. 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 ?
  46. 46. Michel & Augustin They are engaged Team is present, visible & accessible Ever consistent Authentic They listen : they work for their clients WITH their clients
  47. 47. Wake up! <ul><li>Key takeaways </li></ul>6
  48. 48. KEY ELEMENTS OF SOCIAL 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. It is about building a relationship, about giving before receiving. It’s not media Conversation Building relationship
  49. 49. Key elements <ul><li>In social media, content is king and the customer is a dictator </li></ul><ul><li>The value is in the interaction </li></ul><ul><li>Transparency and authenticity are mandatory </li></ul><ul><li>Its work, time and engagement </li></ul><ul><li>Stop looking at it as a risk, but as an opportunity </li></ul>
  50. 50. <ul><li>Thank you </li></ul>Audrey Benoit, Head of Emakina/Social [email_address] http:// be.linkedin.com/in/audreybenoit @TheSyxOne www.emakina.com

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