SocialMedia&SalesPromo0onAmatchmadeinheavenoranillusion?

CarolineMaerten–@RollingTalks&JohanvanMol–@johanvm

1.  Socialmedia,brandsandpromo0on2.  Cases:tac0cstogetitright3.  Roadmap

Facebook500millionac0veusersworldwide,50%useitdaily3,97millionusersinBelgium,or38%ofthepopula0on

Facebook personalized homepage

Feed: list of updates of your friends

Field to post a status update: message, photo, link or video Mostly only “friends” can see your posts

Comments and “likes”

Facebook brand page

Wall: your messages, pictures, videos, links, polls

Interact with fans through messages, comments and “likes”

Within your brand page you can deploy microsites and applications … or even run complete e-shops

TwiTer100millionusersworldwide,63.000inBelgiumMessagesarecalledtweets,mosttweetsarepublic,twiTerisusedbymany

opinionleadersandjournalists

Twitter personalized homepage

Feed: list of updates of the people and brands that you follow

Field to post status updates or links

People and brands that you follow and your followers. Reciprocity is not necessary

Trending topics

Following suggestions

Twitter is real-time

Twitter is a great source of consumer insights

Whyshouldwecare?

• Usersspendasignificantamountoftheir

online0meonthesesocialnetworks

• Usersaskinforma7on,discussandevaluate

brands,productsandservicesonsocial

networks

• Socialnetworksgreatlyinfluencepeople’s

percep0onofbrands

• Socialnetworksgreatlyinfluencepurchasedecisions

Willhandingoutcouponsdothetrick?

5tac0cstogetitright

GetLucky

#1Offertherightproduct

SuperMarioBrosWiistampsgetpickedupbygamingblogs

Atacostof0€

Result •  Made international blogs •  Over 500 tweets •  500 tweets reach of more than 75.000 people •  Real-time insights •  Positive mentions outshone negative ones by a

factor 100 •  Online sales twice as much as

top month December

#2Joinconversa0ons

MobileVikingscustomersformacommunity

MobileVikingsjoinsconversa0onsbetweenconsumers

#3Buildaloyalcustomerbasewithcontent

Starbucksiseverywhereindigitalandsocialmedia

Starbucksloyalty/gi]card

#4Buildacommunity

Retailmenotisacouponsitecommunity

Creditsforsharingcoupons

Retailmenotengagespeople

Retailmenotwillpostitscouponsinsocialnetworks

Butitwillalsosparkconversa0ons

#5Leveragecollec0vebuyingpower

Successfactors

•  Bigdiscounts

•  Senseofurgency

•  Build‐inviralmechanism

•  Loca0onbased

•  Brandexperience

•  It’sagi]

#1Therightproductforapassionateaudience

#2Joinconversa0onsinanon‐intrusivemanner

#3Buildastrongfanbaseandloyalizethem

#4Buildacommunitybyengagingwiththem

#5Useviralmechanismstoleveragecollec0vebuyingpower

SocialMedia&SalesPromo0onAmatchmadeinheavenoranillusion?

Whatdoyouneedtogetstarted#1Listentoconversa0on#2Strategicframework#3Anintegratedcontentplan#4Aconversa0onguideline#5Oneormorecommunitymanagers#6Acustomercareprocess

PromolifeonFacebookandTwiTer

Thankyousomuch

@RollingTalks

@johanvm

www.cleverwood.be