A short presentation on how social utility can be used to turn social media into social sales

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Social Utility:
The Secret to
Unlocking Sales
TIL IT Y
LU with Social Media
SO CIA
Dr Paul Marsden
Social Commerce Today
@marsattacks

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Three insights for turning social media into social sales...

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For 34% of women aged 18-34, checking their social media
account is the first thing they do when waking up
Yeah, yeah - social media is big. But so what?

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SOCIAL MEDIA
REVOLUTION
media
ju st
i ts er it
G et ov
It’s not a revolution, it’s just media

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TELEPHONE DID
NOT KILL THE
MOVIE STAR
Social media is simply personal communication media - a
utility to help people connect and share with each other

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As a business, having a social media strategy makes
about as much sense as having a paper strategy

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“IF I HAD TO GUESS
SOCIAL COMMERCE
IS THE NEXT AREA TO
REALLY BLOW UP”
MARK ZUCKERBERG
But social media can have a useful role to play in your
sales strategy...

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For example, consumers are happy to hear from you in
social media if you have a remarkable offer for them...

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For instance, Heinz opened a pop-up social media store
to sell personalised get well soup; 1 in 8 fans bought...

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But when there’s no remarkable offer - there are no sales

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So if you want to sell with social media, you’ll need a clear
and compelling value proposition...

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Helping people solve
problems socially
ILI TY
U T
CI AL
SO
Helping people solve
social problems
Smart brands are using social media to offer ‘social’ value
propositions that are all about delivering ‘social utility’

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“Does my butt
look big in
this?”
‘Social utility’ is just a fancy name for helping people solve
problems socially and helping them solve social problems

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SOCIAL INTELLIGENCE
“A wise man learns from the experience of others,
a fool by his own”
Helping people solve problems socially means helping
them solve problems together; with their social intelligence

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For example, why not help consumers club together like
Mercedes to get better value by buying in bulk?

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You can also offer social utility by helping people solve their
core social problems: how to ‘stand out’ and how to ‘fit in’

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Helping people ‘stand out’ with social media is all about
offering them ‘social status’...

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As Burberry does with pop-up social media stores
offering early access bragging rights for new products...

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Helping people ‘fit in’ with social media is all about helping
‘social bonding’ like Starbucks social media gift store

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Whether you help people solve problems socially or help
them solve social problems, the secret is to offer social utility

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SOCIAL UTILITY
using social media to help people solve
problems socially and solve social problems
social social social
intelligence status bonding
$$$$$$ SOCIAL SALES $$$$$$
So here’s the secret to selling with social media: Offer a
social shopping service that has genuine social utility

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This is not a revolution, it’s just basic business sense; smart
selling is about solving people’s problems - at a profit

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Find out more in the forthcoming ‘F-Commerce Handbook’
& ‘Social Commerce Handbook’ from McGraw Hill