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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




                                       screenshot_1468




Hello from a social media sceptic...
3




                                       screenshot_1468




Hello from a social media sceptic...
4




Hello from a social media sceptic...
5




Hello from a social media sceptic...
6




Hello from a social media sceptic...
7




Hello from a social media sceptic...
8




Hello from a social media sceptic...
9




                           No Cats


                           No Harlem Shakes


                           No Brokers/RMs Harmed




A different direction...
10




  Dead       Hypodermic
Presidents    Needles



Shoe Boxes    Zombies
11


       Ben                       Tim




Let’s start with a quick intelligence test...
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


       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
                       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



                                                                           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




                           “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



                                                                    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


                                                    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

                                                                    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




Helping people use their social intelligence
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




      10 Proven Ways to Drive
      Sales with Social Media*



* Online media that supports social interaction and user contributions
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



                  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




1. Put stars everywhere...
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




1. Put stars everywhere...
28




                                        es customer
                         En terprise us           nd
                                    bo nus staff a
                         ratings to      romotions
                                       p
                           decide on




3. Be a star system...
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




                                 Referral
                        $1927     Value

                                Total Promoter Value
                        $2446    Sales
                                 Value       $4373




4. Take a bite out of Apple... ‘PXM’
                                               Promoter Experience Management
31




4. Take a bite out of Apple... ‘PXM’
                                       Promoter Experience Management
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




               ‘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




                                            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




                        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




                        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




                               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




                             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




9. Tango with Tuangou
40




9. Tango with Tuangou
41




9. Tango with Tuangou
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

                                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


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


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


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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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