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10 Proven Ways to Turn Social Media into Social Sales in 2013

  1. 1 Show Me the Money! 10 Proven Ways to Drive Sales with Social Media Dr Paul Marsden @marsattacks www.viralculture.com Editor | Social Commerce Today Author | Social Commerce Handbook Consultant | Certified NPS Associate
  2. 2 screenshot_1468 Hello from a social media sceptic...
  3. 3 screenshot_1468 Hello from a social media sceptic...
  4. 4 Hello from a social media sceptic...
  5. 5 Hello from a social media sceptic...
  6. 6 Hello from a social media sceptic...
  7. 7 Hello from a social media sceptic...
  8. 8 Hello from a social media sceptic...
  9. 9 No Cats No Harlem Shakes No Brokers/RMs Harmed A different direction...
  10. 10 Dead Hypodermic Presidents Needles Shoe Boxes Zombies
  11. 11 Ben Tim Let’s start with a quick intelligence test...
  12. 12 Ben Tim g Be n is lookin ere’s Ben. e H H e opens th his bricks. e for is surprise h boxe s and to h he ric ks are in t finds the b der box! wash pow Let’s start with a quick intelligence test...
  13. 13 Ben Tim Now here’s Tim, Ben’s brother. Tim find s Ben’s boxes and want ’s to play with bricks. Whic h box does he open first? Which box will Tim open to play with the bricks?
  14. 14 oe s not know that Tim d We know in the was h Ben rickssaorewe correctly that the b Tim po wder box, the bricks k in guess he will loo 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 o f social media is it can boost our that social intelligen ce Which box will Tim open first to play with bricks?
  15. 15 al im test is a re The Ben/T intelligenc e ial test of soc Under 5’s fail the test, as do those suffering from autism Psychologists b elieve social int underpins huma elligence n consciousnes without it we’d s; be zombies Psychologists believe that without social intelligence, we would not be conscious; we’d be ‘zombies’
  16. 16 “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 Enough of the psychology already; the thing to know is that social media boosts social intelligence
  17. 17 th in g sales wi The se cret to driv e it to help us social m edia is to eir a rter with th peop le shop sm ce socia l intelligen Q: How can we use this insight to drive sales with social media? A: By helping people use their social intelligence
  18. 18 na ncial helps Am eriprise Fi spects us e pro custo mers and nce with a ige ocial intell lp their s e rvice to he LinkedIn powered s r nan cial adviso the m find a fi Helping people use their social intelligence
  19. 19 ple If” helps peo Finnis h insurer “ ith nte lligence w use th eir social i g ia by allowin social med ting co ntact exis pro spects to ut about them custome rs to find o Helping people use their social intelligence
  20. 20 Helping people use their social intelligence
  21. 21 A Social Q& ith it’s new Amazon, w sa me; helpin g servic e does the with socia l rt shop sma people ttin g product intellige nce by ge ers product own feed back from Helping people use their social intelligence
  22. 22 10 Proven Ways to Drive Sales with Social Media* * Online media that supports social interaction and user contributions
  23. 23 le He lping peop l shop with socia h intell igence wit d ratings an n reviews ca y bo ost sales b 10% 1. Put stars everywhere...
  24. 24 le He lping peop ia is with socia l rs ocial med shop h Remembe ia’; it’s not intell igence wit ‘earned m ed ut ratings an d what yo u say abo ers n ’s what oth reviews ca yourself, it ost sales b y say about you bo 10% 1. Put stars everywhere...
  25. 25 1. Put stars everywhere...
  26. 26 gs curating ratin Consider ell your ow n ;s a nd reviews ake affiliat e m rvices and se so n those of c ommission etitors your comp 2. Own a star system...
  27. 27 1. Put stars everywhere...
  28. 28 es customer En terprise us nd bo nus staff a ratings to romotions p decide on 3. Be a star system...
  29. 29 cia l media as Appl e ‘gets’ so ia s ocial med earned media; its er im ple - deliv st rategy is s es t’ experienc ‘ins anely grea ing about worth talk 4. Take an experiential bite out of Apple... ...with services worth talking about
  30. 30 Referral $1927 Value Total Promoter Value $2446 Sales Value $4373 4. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  31. 31 4. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  32. 32 € € € € € € € € € € € € € € € € € € € € € € € € € € € € € € Client Value Detainees Angel Candidates Angels Insurgents Agnostics Missionaries € € € Propensity to Recommend 4. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
  33. 33 ‘Owned’ Media 28 149 82 32 ‘Earned’ Social Media ple er ; help peo a no-brain Here’s ht heir social se you wit ia choo g social med intelligen ce by usin ... mo te sharing plu gins to pro 5. Make everything shareable
  34. 34 ial cialist soc Host a spe mote soci al ro med ia hub to p h intellige nce throug g knowle dge sharin 6. Host a hub
  35. 35 to Use so cial media p help p eople sho r smarte r with thei lligence by social inte als rewar ding referr $31,500 $486,090 Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007) 7. Reward referrals
  36. 36 r marketin g 40% of your Fans ou By re -aligning y e Haven’t Recommended as ons peopl with the re ive yo u - you’ll g you... commend l re on versationa them the c m n to help the ammunitio e d you mor recommen 8. Realign marketing... with reasons-to-recommend
  37. 37 40% of your Promoters Haven’t Recommended Franklin D Roosevelt (D) Wendell Wilkie (R) ns Giving existing fa o al currency t nversation w co fr iends is ho influ ence their s u ence work media infl 8. Realign marketing... with reasons-to-recommend
  38. 38 lp lm edia to he Use socia marter wit h ps p eople sho y social intelligence b b hem to clu enabling t k nd get bul together a discounts 9. Tango with Tuangou
  39. 39 9. Tango with Tuangou
  40. 40 9. Tango with Tuangou
  41. 41 9. Tango with Tuangou
  42. 42 if s t critically, Fina lly, and mo sales with ive you want to dr to ia, you need s ocial med rvices wor th se inn ovate with .. talk ing about. 10. Don’t tell stories, Be the story
  43. 43 ia s ocial med The amount of ctly e arn is dire c ontent you difference the driven by betwee n people’s es nd experienc exp ecations a 10. Don’t tell stories, be the> EXPECTATION EXPERIENCE story
  44. 44 SUMMARY: 3 CORE PRINCIPLES 1. Help People Use their Social Intelligence 2. Help People Make Recommendations 3. Help Deliver Services Worth Recommending le s , the simp In other word sales with ng sec ret to drivi y ia is to deplo social med e ia as a servic social med
  45. 45 3 Core Insights for Unlocking Sales with Social Media “Our social 1. Help People Use their Social Intelligence strategy is 2. Help People Make Recommendations simple; it’s 3. Help Deliver Services Worth Recommending clients happy talking” Social-as-a-Service
  46. 46 SUMMARY: 10 WAYS TO DRIVE SALES WITH SOCIAL 1. Put stars everywhere 6. Host a hub 2. Own a star system 7. Reward referrals 3. Be a star system 8. Realign marketing 4. Take a bite out of Apple 9. Tango with Tuangou 5. Make everything sharable 10. Don’t tell Stories, Be the Story No s! C at Thank you! @marsattacks www.viralculture.com +44 777 95 77248

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