Le social commerce - opportunités et challenges
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Transcript of Le social commerce - opportunités et challenges
April 10, 2023
Social commerceHow social media can (positively) affect your sales
Audrey Benoit – Head of Emakina/Social
Agenda
1
32 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
1Social media in people’s lives
Introduction
Why care ?
Its mainstream
Social Networking
Source: Morgan Stanley, Internet Trends, April 12, 2010
Belgium*
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
* Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be
Its a time
and
attention shift
9
PEOPLE CONTROLLEDPLATFORMS
Source : Stats from Google trends and Compete.com
BRAND CONTROLLED WEBSITES
Social Networking > Email Usage.
Source: Morgan Stanley, Internet Trends, April 12, 2010
2eShoppers
What does this mean for YOU?
12
SOCIAL MEDIA ARE A REALITY
Social media are here to stay
They reinvent the power of voice of any consumer and emphases their conversation power
They are a danger and an opportunity
30%Consumers spend
of their online time in social media
40%Of consumers “friended” a brand on Facebook and/or MySpace
65%Of consumers have had a digital experience changing their opinion a brand
73%Of consumers have posted a product or a brand review on Amazon, Facebook, Twitter
Research Confirmation
3The customer journey
A New paradigm
The conversion funnel
20
Historical belief: The funnel metaphor
Awareness/ Brand
preference
POSPromoPOS
Promo customercustomer€€
Many brands > Fewer brands > Final choice > Buy
21
NOW The customer decision journey
Awareness/ Brand
preference€€€€POS
PromoPOS
PromoAdvocate and bond
Enjoys and
shares
Newcustomer
Newcustomer€€ €€€€€€
ENJOY,
ADVOCATE,
BOND.
4The Holy Grail
Zappos
About Zappos
Online shoe retailer, launched in 2007.
Regularly mentionned as a Social Media Success Story:-Blog-Facebook page-Twitter service accounts & aggregation of employee twitter accounts-Youtube & Flickr video activity……
They are everywhere
Zappos looks – try them out!
Twitter.zappos.com
Aggregates tweets around zappos & employee tweets
Volume shows authority and enhances legitimacy
Positive aura for digital natives’ recruitement
Is that the key for success?Do it all?
No.It’s all about the Zappos WOW service
Zappos is successful because they have excellent customer service
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.
4The *real* holy grail
Let’s learn from Small Businesses
Let’s debunk myths
Being successful on social media is not a branding exercise•Its about creating meaningful, engaging, and authentic experiences•Its about being open and available to discussions•It’s about embracing a culture
Why look at SMBs?
Digital is a cost saving opportunity
They are agile
Greater ability to interact personally
Less silos
Blendtec – Will it blend?
Will it blend ?
Demonstrate product capabilities by blending anything possible •Iphones•Ipads•Remote controls•GTA•Tom Toms•Marbles•Golf balls•Cars•Glow sticks•Diamonds….
Min 200K per video posted on youtube, 10Mio views to blend the ipad
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
The Jojo Project
Choose > Act > Check
Choose and customize your shoes
1 pair of Jojos = 1 year of tree planting in NigerOr1 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
The Jojo Project
Stepped approach:
Step 1: Raised interest and awareness on the project via their blog
Step 2 : created their fan base on facebook + videos
Step 3: product & website eShop launch
Step 4 : community management:•Events: « fêtes des paires », Car-free Sunday•Reply to all comments, personal deliveries
ALWAYS WITH A HUMAN FACE
The jojo project
• 20.000 visits on their website the first three months
• + 5000 fans on facebook, 300 followers on twitter
• +11K views on Youtube
• Summer collection event at Delecta in Brussels 300 people attending after 4 days
The jojo project
• 20.000 visits on their website the first three months
• + 5000 fans on facebook, 300 followers on twitter
• +11K views on Youtube
• Summer collection event at Delecta in Brussels 300 people attending after 4 days
The jojo project
300 people have registered to be informed when sales are back
Michel & Augustin
Biscuits & dairy products
Natural, simple productsStrong 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
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 combinationfor 2.50€
Michel & Augustin
Facebook as a focus group
Michel & Augustin
Polling on:-Product development-Packaging-Flavours-Distribution
Between 300-800 respondents per poll
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 ?
Michel & Augustin
They are engaged
Team is present, visible & accessible
Ever consistent
Authentic
They listen: they work for their clients WITH their clients
6Wake up!
Key takeaways
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
Key elements
• In social media, content is king and the customer is a dictator
• The value is in the interaction
• Transparency and authenticity are mandatory
• Its work, time and engagement
• Stop looking at it as a risk, but as an opportunity
Thank youAudrey Benoit, Head of Emakina/[email protected]://be.linkedin.com/in/audreybenoit@TheSyxOne
www.emakina.com