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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...
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
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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
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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...
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...
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
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