business & social media : how to achieve 5 business objectives ?

Author: Jean-Francois MESSIER

How can social media increase

your business success?

This document is part of the “Social Media and Business” series by JF MESSIER

to use social

media for business?

1.Branding

2.Research

3.Customer retention

4.eCommerce

5.Lead generation

#1

1. Branding

To promote the new Toyota Sienna SE, the company does something new, fun and engaging.

1. Branding

They show pseudo-cool hiphop-ish parents, called the “Sienna Family”, and their Swagger Wagon on

1. Branding

8 million views

1. Branding

182,500 shares

1. Branding

Heineken makes excellent use of social

media by sharing (really

funny) videos and

photos of events,

sponsoring

contests and

asking questions.

1. Branding

700,000 fans

Heineken makes excellent use of social

media.

1. Branding The Blendtec campaign is based on using unblendable objects to test the blender’s abilities.

1. Branding

17.1 million

The videos were created with rudimentary props and shot in the Blendtec break room, but they are fun.

views

1. Branding

initial outlay

http://ezinearticles.com/?Social-Media-Case-Study:-Blendtec&id=5321029

17.1 million views

$100

Coca-Cola fan page:

# of fans

14 million

#2

2. Research

Many companies are using social media as a tool to do simple, anecdotal research.

70,000 ideas

in the first year

gave their

consumers

a

2. Research

product ideas 50,000

2. Research

gave their

consumers

a

2. Research

Ask your visitors to leave

suggestions in your

comments section.

2. Research

Use the tools from

to include polls and surveys

in your eNewsletter.

#3

3. Customer Retention

It costs

to times as

much to acquire a

new customer…

…as it does to keep

an existing one.

3. Customer Retention

It costs

So it would be

smart to use social

media as a tool to

keep customers

loyal and

engaged…

’s IdeaStorm is an online community that allows users to submit ideas for new products or improvements to existing ones

30% drop in negative sentiment!

3. Customer Retention

3. Customer Retention

noticed that people were complaining about the company on Twitter.

They started tweeting back to the disgruntled customers.

3. Customer Retention

Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.

3. Customer Retention

on April 8, 2008,

set up a account

users in need.

and helped

3. Customer Retention

Airline companies use

3. Customer Retention

to make it easy to build relationships, not only with other customers, but with the airline itself. Happy customers means returning customers, and it appears that Virgin America gets that.

Virgin uses

3. Customer Retention

Many people travelling make memories. So it just makes sense for , a photo sharing community, to be part of the social media tools being used.

3. Customer Retention

Jet blue uses

3,777 items

3. Customer Retention

and caused a huge buzz.

Delta uses

2 million views

3. Customer Retention

“Admirers dubbed the 33-year-old Atlanta woman “Deltalina,” a combination of the airline’s name and Angelina Jolie, who they say she resembles.”

2 million views

3. Customer Retention

In 2009 , because of

the Icelandic volcano,

KLM was the first

airline to use

to offer people an

alternative

channel to rebook

their flights.

&

3. Customer Retention

In 2009 , because of

the Icelandic volcano,

KLM was the first

airline to use

&

59,000 followers

3. Customer Retention

If you spend any amount of time on Twitter it is hard not to notice somebody talking to or about airlines.

Southwest Air uses

3. Customer Retention

They use it a number of ways…

Travel advisories

3. Customer Retention

Customer service

Pointing followers to interesting posts….

Regular fun chit-chat

Informing SouthWest customers of great places to eat during layovers or delays

They use it a number of ways…

Travel advisories

#4

’s ROI just for sending out a tweet might look something like this:

50,000

$25,000

1.5 million

500

50

followers who see the tweet

in sales: 50 purchases x $500

followers

followers who click on the link

purchasers based on the tweet

4. eCommerce

By the end of 2009, had

generated

in sales from alone.

4. eCommerce

#5

5. Lead Generation

The hook is

the

you share

5. Lead Generation

is like fishing

matters

5. Lead Generation

The fishnet

The fishnet

5. Lead Generation

you share

Value

The fishnet = Value

5. Lead Generation

you share

5. Lead Generation

Value

Push and

audience pull

to your fishnet

5. Lead Generation

Value

Push and

audience pull

to your fishnet

5. Lead Generation

Value

Remove barriers

to entry. People are lazy.

5. Lead Generation

Value

Tweet the titles of all

articles you have

written, and each URL,

so your followers

can find them easily.

5. Lead Generation

Value

Use Twitter as a way to grow your networks on other social media

channels.

It can be the hub of your social media wheel, with each channel a spoke.

5. Lead Generation

Value

Tweet 80% content your readers will find helpful and 20% self promotion. A good

mix will get you farther than 100%

promotion.

5. Lead Generation

Value

Follow people who

retweet your content

in order to build

relationships with

people who value

what you share.

Find out who is tweeting your links with Backtweets http://backtweets.com/

5. Lead Generation

Value

People are lazy.

Don’t do this.

Don’t ask people to

fill out 10 fields of

personal information.

5. Lead Generation

Value

People are lazy.

Do this.

Make it easy

to get started.

5. Lead Generation

Value

People are lazy.

Or this.

5. Lead Generation

Value

People are lazy.

Not to many !

No engagement

Value

Increasing engagement

No engagement

Value

Value

Value

High engagement

Increasing engagement

No engagement

Value

Value

Value

Value

Value

Build

relationships.

Share ideas and

info with people

who have similar

interests,

and then meet

them offline.

Synthesis

Branding:

Research:

Customer

retention:

eCommerce:

Lead

generation:

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Bibliography

If you were interested in this presentation,

you may be interested in this one as well…

Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.com

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