Saturday, May 2, 2015

#Sales-Social Sale

Social Sale

Published in: Sales, Social Media, Retail


 Transcript

  • 1. THE SOCIAL SALE adding value beyond the transaction
  • 2. £ the value of a customer used to be a fairly simple calculation
  • 3. They would buy your product, perhaps tell a friend or two if they were particularly impressed or disappointed. Then they were forgotten, until they walked back into your store
  • 4. NOT EXACTLY A SOCIAL PROCESS...
  • 5. THIS OLD WORLD OF CONSUMERISM HAS CHANGED
  • 6. THE SALE IS NO LONGER THE LIGHT AT THE END OF THE TUNNEL BUT THE BEGINNING OF A ‘SOCIAL’ RELATIONSHIP BETWEEN A BRAND AND CONSUMER
  • 7. It’s an opportunity to engage with consumers in a way that is not only interesting, but also rewarding and exciting
  • 8. SO WHAT EXACTLY IS A SOCIAL SALE?
  • 9. A SOCIAL SALE IS INCREDIBLY SIMPLE
  • 10. A SOCIAL SALE IS A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT
  • 11. A SOCIAL SALE RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • 12. CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRY
  • 13. SOCIAL SALES ARE A FAMILIAR SIGHT ON E-COM WEBSITES SUCH AS AMAZON
  • 14. SOCIAL SALES ARE ALSO HAPPENING IN THE OFFLINE WORLD
  • 15. THIS EXAMPLE SHOWS THE CONVERSATION ABOUT THE PRODUCT EXTEND BEYOND THE PURCHASE ITSELF
  • 16. BUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • 17. THIS IS THE TRICKY PART
  • 18. IT INVOLVES KNOWING HOW TO APPROACH CONSUMERS IN A RELEVANT WAY, WITH A REWARD THAT INCENTIVISES THEM RATHER THAN ANNOYS THEM
  • 19. ADMITTEDLY THIS IS A HARD NUT TO CRACK BUT THAT’S WHERE WE COME IN
  • 20. SO HOW DOES A SOCIAL SALE WORK?
  • 21. WHETHER THEY LIKE TO ADMIT IT OR NOT PEOPLE ARE CURIOUS BY NATURE
  • 22. THEY WANT TO KNOW WHERE THEIR FRIENDS ARE EATING AND DRINKING WHERE THEY HOLIDAY IF THEY’RE MAKING A BIG PURCHASE LIKE A CAR OR HOUSE
  • 23. BUT THIS IS JUST THE START
  • 24. PEOPLE ARE ALSO USING THEIR PHONES TO CHECK INTO VENUES AND LOCATIONS IN THEIR MILLIONS EVERY DAY
  • 25. USERS OF LOCATION BASED SERVICES HAVE NOW REACHED AROUND 3 BILLION WORLDWIDE
  • 26. WHICH MEANS YOU POTENTIALLY HAVE INSTANT ACCESS TO OVER SEVEN BILLION MOBILE SUBSCRIBERS GLOBALLY
  • 27. CONSUMERS HAVE MORE WAYS OF SHARING THEIR EXPERIENCES, MOST SIGNIFICANTLY THROUGH THE RISE OF SOCIAL MEDIA
  • 28. FACEBOOK’S ‘POPULATION’ MAKES IT THE SECOND LARGEST CONTINENT IN THE WORLD
  • 29. WITH TWITTER THE 6TH LARGEST, AND BOTH ARE BUILT AROUND SHARING INFORMATION
  • 30. ADD TO THIS TO THE GROWING POPULARITY OF SMARTPHONES, MEANING MORE CONSUMERS ARE PURCHASING ON THE MOVE WITH OVER ONE BILLION OF THESE SMARTPHONE USERS ACCESSING FACEBOOK VIA THEIR DEVICE
  • 31. THE EXCITING THING ABOUT SOCIAL SALES IS THAT CONSUMERS ARE ALREADY DOING IT IT’S JUST A CASE OF KNOWING WHERE TO LOOK
  • 32. OFTEN, THERE’S NO NEED FOR ANY COUPONS, PRINTOUTS OR PROMOTIONAL CODES
  • 33. IT DEPENDS ON THE BRAND AND THE TARGET CUSTOMER, BUT THE REWARD CAN BE INSTANT RATHER THAN PREMEDITATED
  • 34. THE MAIN REASON TO CARE, HOWEVER, IS THAT IF YOU’RE NOT TAKING STEPS TO MAKE YOUR SALE SOCIAL WHAT YOU HAVE IS A ‘DEAD SALE’…
  • 35. …A TRANSACTION WHERE THE VALUE TO YOUR COMPANY ENDS AT THE POINT OF PURCHASE, WASTING THE OPPORTUNITY TO ENGAGE WITH THOUSANDS OF POTENTIAL CUSTOMERS WITH ONE SIMPLE ACTION
  • 36. WITH THE RECENT LAUNCH OF APPLE PAY AND GOOGLE WALLET, THE ACT OF PAYING AND SHARING COULD BECOME PART OF THE SAME BEHAVIOUR – IF BRANDS CREATED THE INCENTIVE
  • 37. BRANDS HAVE BEEN EXPERIMENTING WITH THE SOCIAL SALE ON VARIOUS SCALES
  • 38. WE’VE PULLED TOGETHER A FEW SECTOR SPECIFIC EXAMPLES OF HOW AND WHY IT COULD WORK
  • 39. ALCOHOL
  • 40. Alcohol brands are consumed in a strong social context: with friends and in pubs or during parties. This creates two very different arenas for sales, including in a bar / restaurant situation and in the supermarket / shop
  • 41. However the moment of consumption is often the same, by-in-large this is a social situation and because of this, drinking moments are naturally those that people share and talk about on social networks, mostly through their smartphones
  • 42. HERE, YOUR SOCIAL SALE COULD BE AS SIMPLE AS A ‘BUY ONE GET ONE FREE’ DEAL ON YOUR FIRST DRINK IF YOU CHECK IN. OR IT COULD BE SOMETHING FAR MORE CREATIVE, LIKE STRONGBOW’S STARTCAP CAMPAIGN
  • 43. Budweiser launched 2 programmes on Facebook ‘Bud Light Birthday’ and ‘Bud for Buds’, so people can hand out and send beer vouchers as gifts for people’s birthdays. All they had to do was show ID and the link on mobile to redeem the offer
  • 44. Carlsberg’s #happybeertime campaign encouraged fans to post on Instagram using the campaign hashtag, the more people posted the longer happy hour lasted
  • 45. EVEN IF THIS SCALE OF ACTIVITY ISN’T WITHIN BUDGET, IT DEMONSTRATES HOW MOBILE TECHNOLOGIES CAN HELP BRANDS TO INSTANTLY REWARD THEIR CUSTOMERS FOR SHARING SOME BRAND CONTENT
  • 46. TRAVEL
  • 47. This isn’t news to travel companies, but it does make it a perfect target for the social sale. while people love sharing the fact that they are going on holiday, they are even more likely to with a reward or incentive
  • 48. Again, a simple way of making the sale social would be an offer of 10% off their next holiday booking in return for a Facebook share - or even something as small as a complimentary drink on arrival at their destination
  • 49. THE USHUAIA IBIZA BEACH HOTEL RFID WRISTBAND IDEA MIGHT BE A COUPLE OF YEARS OLD, BUT IT’S STILL A GREAT EXAMPLE OF HOW A BRAND USED MOBILE TECHNOLOGIES TO MAKE ITS CUSTOMERS SHARE CONTENT THEY CONTROL ON THE GO, INSTANTANEOUSLY
  • 50. The party resort gave some of its hosts an RFID enabled wristband linked to their facebook account and sensors were installed throughout the hotel (pool, bars, restaurants, etc) so that customers could swipe their wristband to upload pictures, update status and check-in
  • 51. GOING ON HOLIDAY IS ONE OF THE FEW TIMES IN THE YEAR THAT YOU GET A BREAK FROM WORK AND TIME TO DO WHATEVER YOU LIKE. THIS MAKES HOLIDAYS ONE OF THE MOST ENJOYABLE PIECES OF CONTENT TO SHARE
  • 52. IN FACT, AIRPORTS ARE THE MOST POPULAR VENUES ON FOURSQUARE AND FACEBOOK PLACES!
  • 53. In 2012, the hotel enabled RFID payments so their customers can pay for drinks by swiping their wristband - it’d have been nice to add a loyalty program here! with the tagline “make your facebook friends jealous”, this campaign helped the Ushuaia Ibiza Beach hotel facebook page to reach the 180,000 fans milestone early 2013
  • 54. This idea would work well with ski resorts, as ski passes are RFID enabled - that’s what the Vail Resorts did with the epicmix platforms
  • 55. Skiers can track their movements and performances by pressing their RFID-enabled ski pass at the top and bottom of slopes, ski lifts, etc. at the end of the day, they get a dashboard with their performances that they can share if they want to
  • 56. AUTOMOTIVE
  • 57. Buying a new car is a big and exciting moment in someone’s life. it’s also a long purchase decision process, so there is more than one opportunity for car manufacturers to push for shares
  • 58. THERE ARE TWO DISTINCT WAYS TO PURCHASE A CAR; EITHER DIRECT FROM THE MANUFACTURER OR SECOND HAND, WHETHER ITS A DEALER OR PRIVATE SALE THESE WOULD HAVE VERY DIFFERENT TACTICS FOR THE SOCIAL SALE
  • 59. AS A CAR IS NOT A FREQUENT PURCHASE, AUTOMOTIVE BRANDS CAN’T OFFER ‘BUY AGAIN’ DISCOUNTS, BUT THEY CAN HELP CUSTOMERS “SHOW THEIR STATUS” BY PROMPTING POST-PURCHASE SHARES. THE INCENTIVES COULD INCLUDE DISCOUNTED SERVICING OR BRAND MERCHANDISE (SUCH AS CAR MATS)
  • 60. You may not think that buying a car on social would be something successful, but Mercedes did just that earlier this year when it celebrated the year of the snake with an 8hr flash sale of a limited edition version of its Smart cars
  • 61. The sale took place via Chinese microblogging and Twitter equivalent, Sina Weibo. those that purchased the car were only asked for a small deposit of 1.5% of the cost of the car to secure it - surely a good tactic to ease the blow of such an ‘impulse’ buy!
  • 62. IT SOLD AN ASTONISHING 666 CARS - THAT’S MORE THAN 1 CAR PER MINUTE AND ACCOUNTED TO 4% OF MERCEDES SMART CAR ANNUAL SALES IN THE LUXURY CAR MARKET AN INCREASING NUMBER OF THOSE PURCHASING ARE OF A YOUNGER GENERATION AND WHERE IS THIS GENERATION SPENDING MOST OF THEIR TIME? SOCIAL MEDIA
  • 63. MAKE AN EVENT, MAKE IT LIMITED AND MAKE IT EXCLUSIVE!
  • 64. RETAIL
  • 65. When it comes to big fmcg brands, loyalty is the name of the game. it can be a crowded market with little differentiators outside of price, this is where rewarding a customer for a purchase comes into its own
  • 66. Birds Eye took the dining experience to a whole new level with a pop-up restaurant. The brand discovered 52% of diners ‘Foodstagram’, and so had their diners pay for meals by taking a photo of it on Instagram and tagging #BirdsEyeInspirations
  • 67. Christmas is fast approaching, so Debenhams embarked on a social selling strategy that turned customers into brand advocates, encouraging them to share special offers with friends in return for rewards
  • 68. I’M SOLD. WHAT NEXT?
  • 69. JUST GET IN TOUCH WITH US. WE’D BE HAPPY TO DISCUSS HOW THE SOCIAL SALE WOULD WORK FOR YOUR BRAND. WE’LL EVEN COME UP WITH SOME SPECIFIC EXAMPLES TO SHOW OFF OUR CREATIVE & STRATEGIC THINKING
  • 70. @wearesocial +442031951700 talktous@wearesocial.net www.wearesocial.net
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