April 11, 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

CampaignCall2action

Awareness/ Brand

preference

POSPromo

customer€

Many brands > Fewer brands > Final choice > Buy

21

NOW The customer decision journey

CampaignCall2action

Awareness/ Brand

preference€€POS

PromoAdvocate and bond

Enjoys and

shares

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/Socialaud@emakina.comhttp://be.linkedin.com/in/audreybenoit@TheSyxOne

www.emakina.com