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Social Media that Generates Leads and Acquires Customers
The document provides examples of how various brands have successfully used social media to engage customers and increase sales and brand awareness. It describes campaigns by American Express, Coca-Cola, Sauza Tequila, Rom chocolate, Omo detergent, Tesco, Wonga, Dos Equis and PayPal that utilized tactics like viral videos, custom products, online stores and conversations to build communities and drive increases in metrics like sales, website traffic, fan growth and brand consideration. The key takeaways emphasize using social media as part of an overall brand strategy to build relationships and engage customers through shared value.
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Social Media that Generates Leads and Acquires Customers
- 1. SOCIAL MEDIA THATGENERATES LEADS AND ACQUIRES CUSTOMERS
- 2. THE SOCIAL ECOSYSTEM If you are not part of the conversation, you will not be part of the consideration set.
- 3. THE SOCIAL ECOSYSTEM “Socialtechnologies have literally changed how billions of people live. People rely on their online social connections – often including friends and associates they have never met in person – for everything from advice on what movie to watch to positive reinforcement for behavior modification (e.g., diet and weight loss)”. -- Clay Shirkey, Cognitive Surplus.
- 4. THE SOCIAL ECOSYSTEM FROMA CONSUMER PERSPECTIVE: • 1.5 billion social networking users globally; • 80% of total online users interact with social networks regularly; • Facebook logged its 1 billionth user in September 2012; • Share of online time spent on social networking doubled between 2008 to 2011, from 7% to 15%.
- 5. THE SOCIAL ECOSYSTEM CONSUMER PERSPECTIVE: • Social technologies are replacing other web application and uses – email and instant messaging are off sharply in past few years.
- 6. THE SOCIAL ECOSYSTEM SOCIALNETWORKING ALSO AFFECTS SEARCHING: • In 2010 33% of internet users accessed content (articles, videos, reviews etc) via links through social media rather than search engine recommendations - a 20% jump since 2008. • Facebook overtook Google as the leading source of traffic to YouTube in October 2011.
- 7. THE SOCIAL ECOSYSTEM ANDTHEN THERE IS THE “MOBILE EFFECT”: • There are now more than 6 billion mobile phones in the world. • Smartphones make up more than 50% of new phone sales in developed markets like USA. • Adoption of tablets is growing - As of January 2012 29% of US adults owned a tablet or eReader. • In 20011 more than 40% of active users accessed Facebook through mobile devices monthly.
- 8. THE SOCIAL ECOSYSTEM IFSOCIAL MEDIA CAN HELP TAKE DOWN A COUNTRY, IMAGINE WHAT IT CAN DO TO A BRAND: • According to an NM Incite survey, 58 percent of social media users say they write product reviews to protect other consumers from bad experiences to “punish companies.” • More than 60% of social media users say that consumer ratings and consumer reviews are their preferred sources of information about products and services.
- 9. THE SOCIAL ECOSYSTEM FINALLY, THE MORE THAT CONSUMERS COMMUNICATE ON SOCIAL NETWORKS, THE MORE THREATENED TRADITIONAL COMMUNICATION MODELS WILL BE.
- 10. SOCIAL IS NOTA SILO OR CHANNEL “This value is predicated not on use of social technologies alone, but on creative, thoughtful, and well-executed strategies that incorporate other channels.” -- Mckinsey & Co.
- 11. SOCIAL MEDIA THATGENERATES LEADS AND ACQUIRES CUSTOMERS
- 12. Key facts to be included
- 13. AMERICAN EXPRESS SMALL BUSINESSSATURDAY
- 14. AMERICAN EXPRESS SMALL BUSINESSSATURDAY
- 15. AMERICAN EXPRESS SMALL BUSINESSSATURDAY
- 16. DID IT WORK? • Approx 100,000 small business owners downloaded POS and promotional materials. • Participating businesses experienced a 28% on average lift in revenue over the previous year. • 2011 Small Business Saturday drew 103 million shoppers and generated a 23% increase in Amex card member transactions.
- 17. COCA COLA SHARE ACOKE WITH A FRIEND
- 18. COCA COLA SHARE ACOKE WITH A FRIEND
- 19. COCA COLA SHARE ACOKE WITH A FRIEND
- 20. DID IT WORK? • Sales up 7% during the campaign period (most successful summer ever); • 378,000 custom coke cans printed in Westfield Malls across the country; • Facebook site traffic increased 870%; • The number one most talked about Facebook page in Australia and 23rd globally; • 76000 virtual coke cans shared; • 18,000,000 plus media impressions.
- 21. SAUZA TEQUILA SOCIAL MEDIAMAKEOVER Re-targeting the Brand Through Social Media
- 22. SAUZA TEQUILA Traditionally MaleTargeted
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- 24. SAUZA TEQUILA WOMEN AGE30+ ACCOUNT FOR LARGE % CONSUMPTION Retargeting strategy
- 25. SAUZA TEQUILA OFFICIAL COCKTAILOF LADIES NIGHT IN
- 26. SAUZA TEQUILA CONSUMER QUOTESAND PRESS
- 27. DID IT WORK? Over sales increase 10MMviews and counting 500% Sauza Blue is now the most recognized bottle at shelf Sauza Patron Cuervo
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- 29. BRAND CHALLENGES • Marsand Snickers had entered the market and taken Rom Bar off the top shelf. • Consumers had become board with the brand and moved on to trying something new. • Most young Romanians were disillusioned with the economy/country – felt they needed to go to another country to succeed.
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- 31. DID IT WORK? • Reached 67% of all Romanians; • 300,000 Euro’s in free Press Coverage; • Most popular chocolate bar in Romania; • 20% increase in sales during the period.
- 32. OMO LIQUID DETERGENT SOCIAL MEDIA MAKEOVER Leveraging social media for low level engagement products…
- 33. OMO LIQUID DETERGENT SOCIALCAN HELP RAISE CONSUMER ENGAGEMENT
- 34. OMO LIQUID DETERGENT ONLINEVIDEOS FEATURING A HIGH ENERGY MAID CALLED ‘SUPER NICE’
- 35. DID IT WORK? • OMO sales increased by 194% in just four weeks.
- 36. TESCO HOME PLUS SOUTHKOREA Taking the Store to the Consumer
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- 38. TESCO BRINGING THE STORETO THE PEOPLE
- 39. DID IT WORK? • 10287 shoppers in first few weeks • 76% increase in registered members • 130% increase in online sales • No 1 in online shopping • Turned waiting time into shopping time!
- 40. WONGA.COM Leveraging socialmedia to enhance both customer experience and company results
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- 45. DID IT WORK? • Wonga was able to reduce its default rate from 50% in the first few weeks of the operation to single digit percentages in the most high-risk loan market.
- 46. PAY WITH ATWEET
- 47. PAY WITH ATWEET
- 48. DID IT WORK? • 3 days after launch, there were 13k+ downloads crashing their server twice; • Became the 3rd most popular discussion on Twitter worldwide; • 1k+ copies of the book sold on Amazon; • 350k+ visitors to their website; • 170k copies of the book have been sold since launching in Summer 2010.
- 49. DOS EQUIS THE MOSTINTERESTING MAN
- 50. DOS EQUIS DAVID GOLIATH
- 51. DOS EQUIS THE MOSTINTERESTING MAN FROM “THE OTHER MEXICAN BEER” TO PREMIUM IMPORT
- 52. DOS EQUIS THE CHALLENGE The only time he “tweets” is when he speaks to birds.!
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- 55. A GROWING CONVERSATION 2010 FAN GROWTH
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- 59. DID IT WORK? • Awareness up 22%; • 14% trial; • Purchase consideration up 6%; • Dos Equis volume up 22% year on year vs 1.1% for the import beer category; • Fastest growing import brand in the country; • First beer brand to reach 1 million fans on Facebook.
- 60. KEY TAKEAWAYS • USESOCIAL MEDIA TO HELP BUILD YOUR BRAND AND ENGAGE CUSTOMERS, BUT DON’T EXPECT IT TO DO IT ALONE. • ENSURE THAT YOUR BRAND-BUILDING STRATEGY DIRECTS YOUR SOCIAL STRATEGY. • THEN USE SOCIAL TO HELP YOU: – Build a relationship with the consumer/customer. – Differentiate through an emotional connection – become more remarkable. – Engage them with your brand and provide reciprocal value. “Move your brand forward by having customers add value back to the brand.” – Nurture loyal fans and be a part of their ongoing conversation. – Atomize Content; – ADAWAT.