le social commerce - opportunités et challenges
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April 10, 2023
Social commerceHow social media can (positively) affect your sales
Audrey Benoit – Head of Emakina/Social
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Agenda
1
32 What does it mean for you?
Introduction
A new paradigm
4 The Zappos end-to-end approach
5 Let’s learn from Small Businesses
6 Key takeaways
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1Social media in people’s lives
Introduction
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Why care ?
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Its mainstream
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Social Networking
Source: Morgan Stanley, Internet Trends, April 12, 2010
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Belgium*
3.5 million users in 2010
50% of Belgian online surfers
18-30y: 45% 30-50y: 36%
50+: 8%
30-60k users in 2010
1% of Belgian online surfers
Mainly 30+
4 million users in 2010
+50% of Belgian online
surfers
Video sharing
1.6 million users in 2010
+20% of Belgian Online
Surfers
Professional use
2,2 million users in 2010
+30% of Belgian Online
Surfers
80% is in between 14 and
25 year old
* Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be
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Its a time
and
attention shift
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9
PEOPLE CONTROLLEDPLATFORMS
Source : Stats from Google trends and Compete.com
BRAND CONTROLLED WEBSITES
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Social Networking > Email Usage.
Source: Morgan Stanley, Internet Trends, April 12, 2010
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2eShoppers
What does this mean for YOU?
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12
SOCIAL MEDIA ARE A REALITY
Social media are here to stay
They reinvent the power of voice of any consumer and emphases their conversation power
They are a danger and an opportunity
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30%Consumers spend
of their online time in social media
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40%Of consumers “friended” a brand on Facebook and/or MySpace
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65%Of consumers have had a digital experience changing their opinion a brand
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73%Of consumers have posted a product or a brand review on Amazon, Facebook, Twitter
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Research Confirmation
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3The customer journey
A New paradigm
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The conversion funnel
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20
Historical belief: The funnel metaphor
Awareness/ Brand
preference
POSPromoPOS
Promo customercustomer€€
Many brands > Fewer brands > Final choice > Buy
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21
NOW The customer decision journey
Awareness/ Brand
preference€€€€POS
PromoPOS
PromoAdvocate and bond
Enjoys and
shares
Newcustomer
Newcustomer€€ €€€€€€
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ENJOY,
ADVOCATE,
BOND.
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4The Holy Grail
Zappos
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About Zappos
Online shoe retailer, launched in 2007.
Regularly mentionned as a Social Media Success Story:-Blog-Facebook page-Twitter service accounts & aggregation of employee twitter accounts-Youtube & Flickr video activity……
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They are everywhere
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Zappos looks – try them out!
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Twitter.zappos.com
Aggregates tweets around zappos & employee tweets
Volume shows authority and enhances legitimacy
Positive aura for digital natives’ recruitement
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Is that the key for success?Do it all?
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No.It’s all about the Zappos WOW service
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Zappos is successful because they have excellent customer service
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Customer centricity is at the heart of their business model.
Their social activity aims to achieve excellence and is at the heart of the company culture
They walk the talk.
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4The *real* holy grail
Let’s learn from Small Businesses
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Let’s debunk myths
Being successful on social media is not a branding exercise•Its about creating meaningful, engaging, and authentic experiences•Its about being open and available to discussions•It’s about embracing a culture
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Why look at SMBs?
Digital is a cost saving opportunity
They are agile
Greater ability to interact personally
Less silos
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Blendtec – Will it blend?
Will it blend ?
Demonstrate product capabilities by blending anything possible •Iphones•Ipads•Remote controls•GTA•Tom Toms•Marbles•Golf balls•Cars•Glow sticks•Diamonds….
Min 200K per video posted on youtube, 10Mio views to blend the ipad
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Blendtec – Will it blend?
Will it blend ?
Surf on the iphone momentum
First five videos : $50 to create*
6 Mio views the first week, 60 Moi after passing on the Tonight Show
Blender sales up by 20%
*probably excluding the material costs
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The Jojo Project
Choose > Act > Check
Choose and customize your shoes
1 pair of Jojos = 1 year of tree planting in NigerOr1 year of drinkable water for 1 person in Sierra Leone
Jan’11: 505 trees planted and 570 people get one year of drinking clean water
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The Jojo Project
Stepped approach:
Step 1: Raised interest and awareness on the project via their blog
Step 2 : created their fan base on facebook + videos
Step 3: product & website eShop launch
Step 4 : community management:•Events: « fêtes des paires », Car-free Sunday•Reply to all comments, personal deliveries
ALWAYS WITH A HUMAN FACE
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The jojo project
• 20.000 visits on their website the first three months
• + 5000 fans on facebook, 300 followers on twitter
• +11K views on Youtube
• Summer collection event at Delecta in Brussels 300 people attending after 4 days
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The jojo project
• 20.000 visits on their website the first three months
• + 5000 fans on facebook, 300 followers on twitter
• +11K views on Youtube
• Summer collection event at Delecta in Brussels 300 people attending after 4 days
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The jojo project
300 people have registered to be informed when sales are back
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Michel & Augustin
Biscuits & dairy products
Natural, simple productsStrong branding, different image VS traditional FMCG
Organisation & culture aimed towards proximity:« bananeraies » where you can meet the creators
Social strategy:Energize Customer engagement – to fine tune their products & their distribution
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E452-A form
« Evangelisation letter » to send to your favorite shop so they distribute their product
The « Bar à vaches »
If 2000 petitioners sign for their city, M&A bring the “bar à vaches” where you can compose your own combinationfor 2.50€
Michel & Augustin
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Facebook as a focus group
Michel & Augustin
Polling on:-Product development-Packaging-Flavours-Distribution
Between 300-800 respondents per poll
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Michel & Augustin
Some results…
+25K facebook fans
+400 people at the bananeraies on Thursdays
Petitioners in France, but also in the UK, Belgium,
HOW COME ?
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Michel & Augustin
They are engaged
Team is present, visible & accessible
Ever consistent
Authentic
They listen: they work for their clients WITH their clients
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6Wake up!
Key takeaways
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48
KEY ELEMENTS OF SOCIAL MEDIA
Social media is not yet another communication channel; it is not one way communication.
Social media is about entering in a conversation, it is the willingness to listen, talk and share information with each other to the benefit of all concerned.
It is about building a relationship, about giving before receiving.
It’s not media
Conversation
Building relationship
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Key elements
• In social media, content is king and the customer is a dictator
• The value is in the interaction
• Transparency and authenticity are mandatory
• Its work, time and engagement
• Stop looking at it as a risk, but as an opportunity
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Thank youAudrey Benoit, Head of Emakina/[email protected]://be.linkedin.com/in/audreybenoit@TheSyxOne
www.emakina.com