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Yossi Erdman - AO Social media - July 2015

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This is the story of ao.com social media strategy. It's all started with a small Facebook page of a company that sells washing machines, but became a much bigger thing. Being the only brand advertising for more than 2 years, Yossi and the team saw a big brand impact just from Facebook activity. Check more of their content in this presentation

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Yossi Erdman - AO Social media - July 2015

  1. 1. ao.com – (Appliances Online) It all starts with the customer Yossi Erdman @yossierd Head of brand and social media ao.com @ao
  2. 2. Who Am I? Usually at this point I present my self to the crowd, but it’s the slide share version… So I’ve attached picture of us instead..
  3. 3. Who Am I? Anyway, I’m Yossi Erdman, head of brand and social media for ao.com. I work here for 4.5 years now and love this company and the journey we’ve done in the last few years..
  4. 4. Who Am I? If you prefer to watch this presentation (April 2014 ver) instead of reading, you can watch this video: http://youtu.be/q1CAj6qwg00?t=24s
  5. 5. Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd
  6. 6. Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd Or email me here: yossi.erdman@ao.com
  7. 7. ao.com is the UK largest Online White goods retailer. Founded in 2000 by John Roberts. Part of AO world PLC Who are we?
  8. 8. Recently (Oct 2014) Launched in Germany Who are we?
  9. 9. Our challenge To make washing machines - Interesting
  10. 10. Our challenge - Education What’s the motivation of visiting a store?
  11. 11. Our challenge – Education #2 Can you really take Your produce home?
  12. 12. What can we offer? Same day / Next day delivery Best prices – Including price match Huge range of products Link to video: https://youtu.be/wTBG58L_bVQ
  13. 13. Why social media? Real time – Fast pace Engagement - Immediate feedback Great platform to try ideas Relatively low budgets – not many approvals
  14. 14. Why social media? And most important: You can post pictures of yourself J
  15. 15. What do we sell (the social media way)?   Products that will make your head spin..
  16. 16.                 Washing machines.. We sell:
  17. 17. Dishwashers.. We sell:
  18. 18. Fridge freezers.. We sell:
  19. 19. We sell:   Fridges.. We sell:
  20. 20. We sell: Ovens and Cookers We sell:
  21. 21. TV and home entertainment.. We sell:
  22. 22. We sell: Can you guess the movie?
  23. 23. Small appliances.. We sell:
  24. 24. Social Media is essential part of the branded mix 1,675,000 fans PR   TV  adver+sing   Online  videos   35,000 followers
  25. 25. Social media impact: External (customers) Internal: Culture / Customer service
  26. 26. Let’s “Engage”.. Delivering business Messages in a “fun” way.. The challenge: Cashback promotion.. On ao Facebook we try to colour our messages, And entertain our customers instead of just telling them what we do..
  27. 27. Let’s “Engage”.. Cashback promotion.. How much cash have we “frozen” for you? Delivering business Messages in a “fun” way.. The challenge: Cashback promotion.. So we created a competition with “Frozen” money. If you can guess how much money we frozen (same as the cashback we give), you can win the fridge. You can watch here: http://youtu.be/uL361QOuCHY
  28. 28. Let’s “Engage”.. Don’t worry – we didn’t do any money laundering..
  29. 29. “Ducks are the new cats.. “ Let’s “Engage”..
  30. 30. Video on Facebook is taking over.. Baking with Neff oven.. High Reach Lots of views High engagement Video link: Rhubab Dance
  31. 31. Video on Facebook is taking over.. Use of videos Unique content creation for the platform Video link: Maddie Mince Pie
  32. 32. Video on Facebook is taking over.. Significant viewing times (also for auto play) Video link: British Sandwich Week
  33. 33. Does size matters? How many items of clothing are in the washer? (tweet to @ao) Video link: Zanussi Washer comp
  34. 34. What  do  we  sell?     Basically,     pre=y  boring  stuff..     Customer video reviews
  35. 35. Customer video reviews Video link: Customer review video
  36. 36. Customers pictures.. Every Friday, as part of our weekly competitions live stream we ask fans to submit pictures.. Sometimes they are funny J  
  37. 37. Customers pictures.. Sometimes they are bit flattering J  
  38. 38. Live stream Every Friday, we are calling our winners, on a Facebook live stream – and let them know they won. We do it for more than 3 years now. Consistency is very important for us, it’s not a “one off” campaign.  
  39. 39. Live stream Every Friday, we are calling our winners, on a Facebook live stream – and let them know they won. We do it for more than 3 years now. Consistency is very important for us, it’s not a “one off” campaign. If you fancy a sample – watch one here: http://youtu.be/KEo6NwcPy1w?t=33m24s  
  40. 40. Let’s see some results When Facebook was our only brand advertising tool..   0   20,000   40,000   60,000   80,000   100,000   120,000   140,000   160,000   180,000   200,000    -­‐          200,000      400,000      600,000      800,000      1,000,000      1,200,000      1,400,000      1,600,000     1/8/2012   3/8/2012   5/8/2012   7/8/2012   9/8/2012   11/8/2012   1/8/2013   3/8/2013   5/8/2013   7/8/2013   9/8/2013   11/8/2013   1/8/2014   3/8/2014   5/8/2014   FB  fans  V.  Weekly  Branded  Traffic   Na1onal  TV  campaign   FB  Fans   6  per.  Mov.  Avg.  (Total  Branded  Sessions)   Facebook   ac+vity   has  a  big   impact   on  brand   searches   and   branded   traffic  
  41. 41. Let’s see some results From Nov 2012 to Aug 2013: •  AO Branded traffic up 154% Branded = direct, ao.com searches •  Branded sales up %128 •  Repeated customers up %20 No other branded activity was done in this period  
  42. 42. New Trends Direct response activity: Total Reach – 1,136,128 Total Engagement – 61,833 Link Clicks – 48,924 Engagement % - 5.4% Mobile 75% Desktop 25% Device  Split   Based  on  Clicks  
  43. 43. New Trends Direct response activity: Mobile 85% Desktop 15% Device Split Based on Clicks
  44. 44. New Trends Direct response activity – Multi product ads:
  45. 45. Website Integration
  46. 46. Website Integration
  47. 47. Focus on real people
  48. 48. Focus on real people
  49. 49. The customer’s voice Latest TV Advert, The customers Were recruited Via Facebook
  50. 50. The customer’s voice Latest TV Advert, Customer focused
  51. 51. The customer’s voice Link to Watch The advert Denise
  52. 52. Customer Service Social Media team Call centre Facebook team Our  call  centre   is  now   answering  all   customers’   queries  on   Facebook.     Marke+ng  team     (6  people)  is  the   crea+ve  behind   the  promo+ons   and  FB   adver+sing  
  53. 53. Customer Service
  54. 54. Customer Service Not just on our website..
  55. 55. Customer Service Not just on our website.. This feedback was left about one of our drivers, How do we make them understand that customers can write feedback about them immediately. The customer service team came with a surprising solution…
  56. 56. Customer Service Drivers Feedback book
  57. 57. Customer  Service   Drivers Feedback book This  book  is  being  published  every  2  weeks  and   include  selected  feedback  about  our  drivers   that  was  posted  on  Facebook,  trustpilot  and   other  sites.     We  are  pos+ng  it  directly  to  the  home  of   everyone  who  is  men+on  in  the  book.       Now  imagine  your  wife  geRng  a  book  when   you  have    a  bad  feedback  in.     Pre=y  embarrassing,  no?  the  impact  is  amazing.    
  58. 58. Basically,     pre=y  boring  stuff..     Customer Service Drivers Feedback book
  59. 59. Customer Service Extremely detailed feedback.. As an immediate result of the book – we now see many drivers talk to the customers and ask them to post a feedback to Facebook. The drivers are giving the customers their crew number, so the team who writes the book will know to find them (the drivers) faster J
  60. 60. Customer Service Extremely detailed feedback..
  61. 61. Customer Service Personal Letters If a customer takes times and writes us an amazing feedback on social media, why shouldn’t we make an effort and thank them for that? Maybe we will even convince them to shout about us to all their friends and family..
  62. 62. Personal Letters
  63. 63. Personal Letters So, our CEO (John Roberts), decided he want to send a personal, hand signed, letter to everyone who writes a feedback on our Facebook. Our team writes the letters, and JR signs them.
  64. 64. Personal Letters
  65. 65. Customer Service Personal Letters The customers who get the letters are very excited – and they post them back on Facebook! Free content, huh? J
  66. 66. Customer Service Personal Letters
  67. 67. Customer Service Personal letters: also to employees who give Exceptional service
  68. 68. Apologise when needed And keep it personalised..
  69. 69. Apologise when needed And keep it personalised..
  70. 70. Don’t forget to try.. Even with your partners We want to finish with a story that will encourage you to use your customers: The next video review was sent to us by a customer as part of a competition. We asked people to create reviews for their current kitchen appliances, for their chance to get a new one to review and keep. The result was unexpected, and encouraged us to keep trying, more and more new things J Watch here: http://youtu.be/YkY2b-5nFqU
  71. 71. Yossi Erdman @yossierd Head of brand and social media ao.com @ao Thank you.. Hope you enjoyed it! and there is much more.. If you have any questions, or feedback, feel free to drop us a note. Yossi.  

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