Social selling case study

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Vinod Nagar, Global Social Media Lead at Microsoft.

11+ years of experience across advertising, marketing, digital, social media, search and customer support experience. Enjoying working with Microsoft, Nokia, Ogilvy, Euro RSCG (Havas Digital), etc. Managed international brands such IBM, Dell, BSNL, Clarins, LuLu Hypermarket, MBC2, Ford, etc. during advertising career.Entrepreneur skills, that’s feedback I get from people. Reading books, passionate about marketing, cricket, fitness, travel, movies.

https://ae.linkedin.com/in/vinodnaagar



Social selling – a case study

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We started looking at the data – do we really need to sell through social media?

• Nokia Pakistan fanpage is one of the countries

which is delivering higher volume on social media

platform

• The inquiries regarding Sales & CRM are increasing

as consumer are asking about prices and availability

of the product.

• Sales & CRM forms 17% of the total requests

received since Pakistan started.

• Most of the inquiries in week39 was regarding

(Services & Software (56%) and Devices (37%).

42%

37%

17%

2%2% 0% Total %

Devices

Services & Software

Sales & CRM

N/A

Accessories

Repair & Recycle

0%

2%2%

2%3%

1%

3%

4%

0%

1%

2%

3%

4%

5%

Sales & CRM



We’ve looked at what consumers are talking in Facebook.

Type Detail Additional Detail Query

General Enquiry

Product information

Can any one tell me about Lumia series ??Can i watch tv chennal like Geo and Ptv on # Nokia Asha 503 ?

can u plz tell me isme wifi hai?Plz send me some pics of nokia 1020 ane some special features. Plz

Price & Availability

Salam whats the price of nokia lumia 520 in karachi these days ? i want to buy nokia lumia 520 ...!

What is price of nokia lumia 520? Does ths support microsoft editing save and pdf reader?

What is the price of NOKIA LUMIA 520 ?? Please reply fast.whtz de price of nokia lumia 520? plzZz telo0o

CARE Service

Can i g0 t0 the n0kia care 0ffice f0r this pr0blem

dear ,what i do to contact your marketing service ,,and i want share something or i contact any respected person there ,,in karachi

How to get this policy for lumia?

Nokia Pakistan, can you please tell me contact details for your Karachi service centre, I need accessories for my Lumia 520 and 620.

plzz tell me whr is nokia care centre in KARACHI...i wana buy lumia 625 and these asssriesstolen phone My nokia mobile has stolen. Tel me what can i do.

Consumer purchase plzzzzz mjhhh nokiaa asha 2oo ki baby pink clr ki ksing lenii haii but mrkit mai nh haii kb tk avelebil hogaa plzzzz rply mee

Warranty Service my waranty is finished a year is passed but my cell is still same as it was can i promote my warnty of my cell for next year

Non-Nokia

requesthi nokia i want to ask that the nokia lumia windows phones are suported android softwares or not

Warranty ServicesMy mobile phone fell in water and still has warranty so would it be repaired if i show its warranty card on the shop

CARE delivery NOKIA ASHA 501 KAISA HAY GUYZ

Consumer Management

stolen phone Hello Nokia Admin, hi, pls tell me one thing, some one took my nokia Asha 206 yellow. now i dont know how to block my mobile and ufone sim, can you pls guide me quickly how to block these. thanks

Warranty Services Does nokia care in pakistan accept united mobile waranty at its care centers??

Non-Nokia request

Give me a ans of my one quesiton? Why did,nt nokia co make andriod phone,s???coz it,s beter then all cell ph co...every people like andriod fone,s. . .so what???

Price & Availability

I WANT NOKIA 700 BUT ITS NOT AVALIBLE I WANT THAT PHONE NO MATTER THE PRICE PLZZ

Complaint CARE delivery Nokia ka konsa mobil h jis m wifi our sasta bhee ho



Team agreed and we started planningObjective:

• Pilot this opportunity for 6 weeks and evaluate whether it

delivers the expected results.

• Pilot market – Pakistan

• Social media platforms/tools – Facebook (Twitter can be

included too)/ moderated and managed by LSW tool.

Expected results (How to measure success):

• No. of leads*

• Lead to sales conversion rate** ~ 10%

*No. of leads = No. of customers who responds with

their contact details to CC Social Media team via

Facebook private message. The target benchmarking is

done based on learning from India service to sales

activity

**Lead to sales conversion rate = No. of customers who

converted into sales out of total leads sent by CC Social

Media team. The target benchmarked based on LSU

discussions



Clearly defined process

Customer post

a comment in

Facebook

CC SoMe Agent

evaluate the post

and identifies an

opportunity

Received

in

LSW

tool

Sales

&

CRM enquiry

CC SoMe Agent

responds & asks

customers for

contact details.

(script – tbd)

Reply from

customers

?

Customer sends

contact details

via FB PM

CC SoMe Agents

forward the

details to Local

Care in no time.

*Local Care

contacts customer

and informs back

to CC SoMe on the

status to close the

loop

N

o

Case closed.

No follow up.

Yes

Dummy Response Script: Thanks for your

interest in our product. Please find more

details on product xxx. If you’re keen to buy

the product, please send your personal

contact details (name, mobile no. city) via

Facebook private message and our

representative will call you in 2 working

days. Thanks Nokia Pakistan Team

Note:

1. Contact details required from

customers are “name, city and

mobile no.” via Facebook private

message functionality.

2. CC SoMe Agent records customer

enquiry in proper format and

forward the customer contact

details to local as when he receives.

3. CC SoMe agent prepares weekly

report with status and share with

Nokia team

4. Local care has to update back to CC

SoMe agent on the status in order

to close the loop with customers to

avoid complaint from customer.

5. CC SoMe team will share each lead

with local Care with 30 mins during

operational hours.

6. Consumer SLA – 24 hours (in the

script)



So what we executed• Contact center team

• Reactive response to all customers who were interested to know the

price of the phone

• Targeted the customers who were asking for the specs of the phone

• Pakistan Care center • Receive the leads & convert those prospects to customer

• End to end fulfilment

• Marketing/Care team• Devised offers content and pro-actively promoted in Facebook

Good

engagement &

alignment

between all the

teams



Results & findingsMetrics Results Target

Total social media volumes (wk 7-wk 13) 2,042 NA

Total sales & CRM questions (wk7 – wk13) 1,144 NA

Total no. of customers contacted via CC SoMe agents 413 NA

Total no. of customers responded via FB.

(No. of leads)67 NA

Lead to Sale Conversion rate 12% 10%

Conversion rate

(Devices sold/ # of

sales & CRM

questions) = 0.7%. In

comparison through

Voice channel, this

number ranges from

0.15% in China,

3.18% in HK & 0.2%

in India

Successful

completion of the

pilot phase by

meeting 12%

leads conversion

against the target

of 10%

• Price & product info related enquiries were 36% of

the total sales and CRM enquiries.

• No operational & cost impact based on partner

feedback.

• The pilot focus was on Lumia through pro-active

posts. Customers were more interested in Nokia X

which forms 33% of total queries followed by Lumia

1520 at 17%. This shows that the potential is Nokia

X. Customers are showing interest in Nokia X and

ready to do advance booking. And some of the

customers wants to wait for Nokia XL.

• Marketing supported with advertising budget for

promoting 2 posts (1520 & 1320).

• No. of unit sold = Five Lumia 1520, One Lumia 520,

One Lumia 525, One Nokia X. The revenue

generated is $4.2k USD.

• Lots of customers are not picking up the calls –

continuous follow being done by Care center.

• Many leads were in pipeline.



Thank you!

Social selling case study

Social Media

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