Desarrollo de social media en los canales de venta

Nov 2010 Developing Social Media as a Sales Channel

sinotechgroup.com.cn

Topics

• What is Social Media • How to leverage Social Media as a Sales Channel • Develop a Sales Channel with a Strong Framework • Example (Travel Sector) • Getting to grips with Measurement • Recommendations • Fast Facts- SinoTech Group


What is social media?

Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, and micro-blogs. (Wikipedia)


Social Media Marketing


Easy to find information

What The Customer Wants

Social network

What The Customer Sees

OTA

What organizations need to do

• Customers wants a product and not just a number of related component • Product research has high transaction costs • Information is available piece-meal & proliferation of social media content sources leads to confusion • Company needs to help rather than confuse – provide clear paths from research to purchase.

Customer Perspective: Info Overload


Commerce Content

Reach

Social Media Commoditized

• Reach, content or commerce is no longer sufficient on a stand-alone basis • Value has been redefined as “owning” the customer

Industry Perspective: A Value Migration

Search, Websites


Customer Perspective: Pain Points

Customer Benefits (Your value add) Customer Costs

(pain points) Availability

Reliability

Time

Anxiety

Effort Quality

Transactability

… the size of your user base and what kind of value added components you provide.

Attributes that drive value to the customer

User base

Components


We need to develop integrated social media solutions

Enabling one-stop product discovery, research, sharing, commenting and transaction is key.

• Wants products, not components

• Transaction costs • Information proliferation • Planning & commerce

facilitation are key

Customer Perspective Industry Perspective

• Content, commerce & reach value poor independently

• Owning the customer relationship

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An example of putting It All Together




Applications Framework


GENERATED EARNED CREATED OWNED

BOUGHT

Brand Framework


Messaging Framework

More Ways of Communicating.

We now have multiple channels for saying things. And many of these

tools allow other people to comment, respond, and spread your message. The challenge is

choosing the right channel for who you want to reach and what you

want to say.


Media to collaborate and share

Web 2.0 Media

Blogs

API’s/Mashups Audio

Social Software

RSS Wiki’s

Community

Video

Netvibes.com


Model the Consumer Business Process

Technology Trends

Participation By End Users /

Seamless Information Re-

composition

Rich media/ RIAs /

Improvements in Usability

P2P Reliance In Buying Behavior

Reduction of Information Asymmetry

Social Behaviour

Use Social Media as a Platform


Putting the Framework’s Together

Brand Message Consumer Media

Feedback

C

C C

C

C C

C

C C

C C

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Consider the Product Positioning

• Customer purchase patterns in different segments vary in their sensitivity to – Peer opinions – Hard facts • Commodities are fact sensitive; experiences are opinion sensitive • Sharing of opinions impacts experience oriented / less defined products far more

Customized tours

Impa

ct o

f Inf

orm

atio

n

Impact of Customer Opinions/Sentiment -

+

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Standard tours

Flights

Tickets

Boutique hotels

Event tickets

Cruises

Car rentals

Commodity Purchase

Specialist Purchase


Value Chain Impact Assessment

Supplier Operator Online Agents / Offline Agents Customer

Impact

Opportunities

Risks

• Greater reach/ visibility

• Disintermediation • Context relevant

distribution / promotion

• Service quality exposed

• Comparability

• Product design based on most popular ratings online

• Customer service becomes key

• Bundling for price opacity

• Service quality exposed

• DIYers can go direct to local suppliers

• Reduction in need/ value of advice

• Comparability

• Personalized marketing / offers to customers on your database

• Go online – Leverage social media tools – Position yourself as an expert

• Further disintermediation

• Biggest beneficiary

• Info overload

• Comprehensive, quick & effective comparison & planning enabled

• Collaboration / group buying made easier



• Direct channel to communicate with customers • Customers & critics get an easy platform to discuss organizations. Form cliques • Additional medium beyond traditional PR & marketing

• Participate in community discussions

• Showcase thought leadership • Bypass traditional PR for speed &

customer intimacy • Build deep customer relationships • Leverage word of mouth to

develop the brand

• Corporate indifference to the new Web • Negative blog swarms • Being viewed as plastic / unauthentic

Impact

Opportunities Threats



• Define objectives • Understand your timeframes • Identify your measurement criteria • Establish a plan • Execute and contentiously review

Do’s

• Be too “salesy” or pushy • Be un-authentic • Expect fast results

Don’ts

Campaigns

Crisis Management

Success Failure


Adoption of Social Media by Tourism Companies

• Campaign: “Up Your Budget”

• Tools used: Blogs, Internet Videos

• Spend: < USD 500,000 • Results

– 1m unique visitors – 10m page views

Budget Rent A Car

• Campaign: User submitted video adverts

• Tools used: Blogs, Internet Videos, Company Website

Southwest Airlines Accor Hotels

• Campaign: “Invite a friend”

• Tools used: Micro blogs, Blogs, BBS and SNS

• Duration: 5 weeks • Results

– 25k registered emails

• Examples of companies using social media within travel industry – with impressive results • Adoption increasing as with emergence of platforms / standards emerge & references


Social Media Analytics


SinoBuzz for Automated Sentiment Analysis

Automatically monitor the sentiment around a product, service or brand.

The sales process is impacted differently by online comments & sentiment depending on the types of products and services are being considered. However, it remains a critical metric for marketers managing products, services the company brand.


Consumer Review Analysis

Identify the opinions and comments posted on consumer review sites

Consumer review sites hold a significant degree of trust for online netizens. The nature and content of reviews, comments and posts have an effect on the consumer to the extent they will make a sale or not depending on the comments being found online.


Social Media Analytics

SinoBuzz™ is a social media analytics platform that monitoring and manages online brand, measuring public awareness, sentiment, influence, and tracing authoritative sources.

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Summary

• Social Media is already impacting all types of industry players

• Online players will need to figure out their strategy along: – Re-assessing customer value proposition – Sharing content and tools: data in and data out (‘co-opetition’)

• Bricks & Mortar players will need to harness social media – To connect to customers, foster loyalty – To understand (and even influence) demand – …and fine tune offering

• There is no single formula. Be prepared to experiment and figure out – Social media should be a core part of your marketing plan

• Measurement and Analytics are critical


My parting thought

“Our research prompted us to develop this presentation for companies working within the travel and tourism eco-system.

The era of social media is upon us … your only choices are: Am I a passive listener or am I active engager. Either positions can be correct but try to understand the differences and the implications will be critical for your business.

You can learn more about my views on social media marketing by visiting my blog: Digital Marketing Inner Circle

Dr Mathew McDougall CEO, SinoTech Group


SinoTech Group - Fast Facts

• Heritage in software development

• 95 employees

• Global reach

• Travel & Hospitality Focused

• Offices in Beijing, Shanghai & Hong Kong

Thank you - 谢谢 Dr Mathew McDougall | @sinotechian

sinotechgroup.com.cn | @sinotechgroup


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