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The  Digital  Marke.ng  Experts  

Developing Social Media as  a  Sales  Channel  

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Table Of Content

•  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- Digital Jungle

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 defined….  

Easy to find information

What The Customer Wants

Blog

Social network

What The Customer Sees

Metasearch

OTA Planner

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  

Developing integrated social 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

+

An example of putting It All Together

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Leveraging Social Media Frameworks

Applications Framework

Brand Framework

GENERATED EARNED CREATED OWNED

BOUGHT

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.

Site Framework

Social Media Marketing Process

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Example: Tourism Value China

Social Media Marketing Process

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  of  Informa5

on  

Impact  of  Customer  Opinions/Sen5ment  -­‐  

+  

+  

Standard  tours  

Flights  

Tickets  

Bou5que  hotels  

Event  5ckets  

Cruises  

Car  rentals  

Commodity Purchase

Value Chain Impact Assessment

Supplier   Operator   Online  Agents  /    Offline  Agents   Customer  

Impact

Opportunities

Risks

•  Greater  reach/  visibility  

•  Disintermedia.on  •  Context  relevant  distribu.on  /  promo.on  

•  Service  quality  exposed  

•  Comparability  

•  Product  design  based  on  most  popular  ra.ngs  online  

•  Customer  service  becomes  key  

•  Bundling  for  price  opacity  

•  Service  quality  exposed  •  DIYers  can  go  direct  to  local  suppliers  

•  Reduc.on  in  need/  value  of  advice  

•  Comparability  

•  Personalized  marke.ng  /  offers  to  customers  on  your  database  

•  Go  online  –  Leverage  social  media  tools    –  Posi.on  yourself  as  an  expert  

 •  Further  disintermedia.on  

•  Biggest  beneficiary  

•  Info  overload  

•  Comprehensive,  quick  &  effec.ve  comparison  &  planning  enabled  

•  Collabora.on  /  group  buying  made  easier  

Value Chain Impact Assessment

•  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

Value Chain Impact Assessment

• 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 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

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How to Measure Social Media?

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

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

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

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About Digital Jungle

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Digital Jungle Fast Facts  

•  Socially Led, digital marketing specialists

•  Global reach

•  Offices in Beijing, Shanghai, Hong Kong, Sydney

•  Spun out of SinoTech Group in 2011

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•  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying –  Mobile Applications

•  We work for global and domestic organisations,

across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growth Marketing

World Class Digital Marketing Experience  

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Our Commitment  The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: •  Driving incremental direct revenue •  Generating ROI unrivaled by traditional media •  Protecting your online reputation •  Increasing your market share over your

competitors •  Building your brand awareness

We look forward to working with you.

Dr Matt McDougall, CEO, Digital Jungle

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