10 proven ways to turn social media into social sales in 2013
DESCRIPTION
A keynote presentation on 10 proven techniques for driving sales with social media - with examplesTRANSCRIPT
Show Me the Money!
Dr Paul Marsden@marsattacks www.viralculture.com
Editor | Social Commerce TodayAuthor | Social Commerce HandbookConsultant | Certified NPS Associate
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10 Proven Ways to Drive Sales with Social Media
Hello from a social media sceptic...
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screenshot_1468
Hello from a social media sceptic...
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screenshot_1468
Hello from a social media sceptic...
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Hello from a social media sceptic...
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Hello from a social media sceptic...
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Hello from a social media sceptic...
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Hello from a social media sceptic...
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A different direction...
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No Cats
No Harlem Shakes
No Brokers/RMs Harmed
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DeadPresidents
Hypodermic Needles
Shoe Boxes Zombies
Let’s start with a quick intelligence test...
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Ben Tim
Let’s start with a quick intelligence test...
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Ben Tim
Here’s Ben. Ben is looking
for his bricks. He opens the
boxes and to his surprise he
finds the bricks are in the
wash powder box!
Which box will Tim open to play with the bricks?
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Ben Tim
Now here’s Tim, Ben’s brother. Tim finds Ben’s boxes and want’s to play with bricks. Which box does he open first?
Which box will Tim open first to play with bricks?
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Ben TimWe know that Tim does not know
that the bricks are in the wash
powder box, so we correctly
guess he will look in the bricks
box first...
This requires “social intelligence” our ability to put ourselves in
somebody elses shoes and see the world from their perspective.
The real value of social media is that it can boost our social intelligence
Psychologists believe that without social intelligence, we would not be conscious; we’d be ‘zombies’
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The Ben/Tim test is a real
test of social intelligence
Under 5’s fail the test, as do those suffering from autism
Psychologists believe social intelligence underpins human consciousness; without it we’d be zombies
Enough of the psychology already; the thing to know is that social media boosts social intelligence
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“A wise man learns from the experience of others, a fool by his own”
Ψ Social Intelligence: Ability to understand and learn from each other and profit from social situations
Q: How can we use this insight to drive sales with social media? A: By helping people use their social intelligence
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The secret to driving sales with
social media is to use it to help
people shop smarter with their
social intelligence
Helping people use their social intelligence
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Ameriprise Financial helps
customers and prospects use
their social intelligence with a
LinkedIn powered service to help
them find a financial advisor
Helping people use their social intelligence
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Finnish insurer “If” helps people
use their social intelligence with
social media by allowing
prospects to contact existing
customers to find out about them
Helping people use their social intelligence
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Helping people use their social intelligence
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Amazon, with it’s new Social Q&A
service does the same; helping
people shop smart with social
intelligence by getting product
feedback from product owners
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10 Proven Ways to Drive Sales with Social Media*
* Online media that supports social interaction and user contributions
1. Put stars everywhere...
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Helping people
shop with social
intelligence with
ratings and
reviews can
boost sales by 10%
1. Put stars everywhere...
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Helping people
shop with social
intelligence with
ratings and
reviews can
boost sales by 10%
Remember social media is
‘earned media’; it’s not
what you say about
yourself, it’s what others
say about you
1. Put stars everywhere...
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2. Own a star system...
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Consider curating ratings
and reviews; sell your own
services and make affiliate
commissions on those of
your competitors
1. Put stars everywhere...
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3. Be a star system...
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Enterprise uses customer
ratings to bonus staff and
decide on promotions
4. Take an experiential bite out of Apple...
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...with services worth talking about
Apple ‘gets’ social media as
earned media; its social media
strategy is simple - deliver
‘insanely great’ experiences
worth talking about
4. Take a bite out of Apple... ‘PXM’
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Promoter Experience Management
$2446
$1927
Total Promoter ValueSales Value
Referral Value
$4373
4. Take a bite out of Apple... ‘PXM’
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Promoter Experience Management
4. Take a bite out of Apple... ‘PXM’
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Promoter Experience Management
€ € € € €€ € € € €
€ € € € €€ € € € €€
€€ €€
€ €€€
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€ €€
AngelsAngel CandidatesDetainees
MissionariesAgnosticsInsurgents
Propensity to Recommend
Clien
t Valu
e
5. Make everything shareable
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28 149 82 32
‘Owned’ Media
‘Earned’ Social MediaHere’s a no-brainer; help people
choose you with their social
intelligence by using social media
plugins to promote sharing...
6. Host a hub
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Host a specialist social
media hub to promote social
intelligence through
knowledge sharing
7. Reward referrals
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$31,500 $486,090
Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)
Use social media to
help people shop
smarter with their
social intelligence by
rewarding referrals
8. Realign marketing... with reasons-to-recommend
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40% of your Fans Haven’t Recommended you...
By re-aligning your marketing
with the reasons people
recommend you - you’ll give
them the conversational
ammunition to help them
recommend you more
8. Realign marketing... with reasons-to-recommend
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40% of your Promoters Haven’t Recommended
Wendell Wilkie (R)Franklin D Roosevelt (D)
Giving existing fans
conversational currency to
influence their friends is how
media influence works
9. Tango with Tuangou
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Use social media to help
people shop smarter with
social intelligence by
enabling them to club
together and get bulk
discounts
9. Tango with Tuangou
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9. Tango with Tuangou
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9. Tango with Tuangou
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10. Don’t tell stories, Be the story
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Finally, and most critically, if
you want to drive sales with
social media, you need to
innovate with services worth
talking about...
10. Don’t tell stories, be the story
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EXPERIENCE > EXPECTATION
The amount of social media
content you earn is directly
driven by the difference
between people’s
expecations and experiences
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1. Help People Use their Social Intelligence
2. Help People Make Recommendations
3. Help Deliver Services Worth Recommending
SUMMARY: 3 CORE PRINCIPLES
In other words, the simple
secret to driving sales with
social media is to deploy
social media as a service
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3 Core Insights for Unlocking Sales with Social Media
1. Help People Use their Social Intelligence2. Help People Make Recommendations3. Help Deliver Services Worth Recommending
Social-as-a-Service
“Our social strategy is simple; it’s
happy clients talking”
Thank you!
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SUMMARY: 10 WAYS TO DRIVE SALES WITH SOCIAL
1. Put stars everywhere2. Own a star system3. Be a star system4. Take a bite out of Apple5. Make everything sharable
6. Host a hub7. Reward referrals8. Realign marketing9. Tango with Tuangou10. Don’t tell Stories, Be the Story
NoCats!
@marsattacks www.viralculture.com +44 777 95 77248