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10.Social Networks as a marketplace Getting the most from online communities

10.Social Networks as a marketplace Getting the most from online communities. Pavel Kotyza @ V ŠFS 26. 11. 2013. Agenda. Selling/Purchasing process What Social Networks are great for selling B2B versus B2C Advantages of different Social Networks

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10.Social Networks as a marketplace Getting the most from online communities

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  1. 10.Social Networks as a marketplace Getting the most from online communities Pavel Kotyza @ VŠFS 26. 11. 2013

  2. Agenda • Selling/Purchasing process • What Social Networks are great for selling • B2B versus B2C • Advantages of different Social Networks • Disadvantages of selling on Social Networks • Project Task: Selling on…

  3. Last class presentation

  4. Warm up exercise! • Define selling process flow!

  5. Selling/Purchasing process Classic

  6. Selling/Purchasing process NEW • The Sales Funnel isn’t really a funnel any more • Multi-channel journey • Task: Where are you targeted (channels) by brands before purchase?

  7. Selling/Purchasing process NEW • The Sales Funnel isn’t really a funnel any more • Multi-channel journey

  8. Five challenges for marketers • Every shopper is unique • It’s never been easier to walk out the store • Shopping cart abandonment is at all-time high • Push advertising alone isn’t enough anymore • Cross-shopping behavior is snowballing

  9. Shopper trends – cross device usage Task: How do you shop now! • What devices • What tools • Where did you start searching • Where did you finish purchase

  10. Shopper trends – cross device usage

  11. Shopper trends – cross device usage • CASE STUDY • Reebok experienced 131% lift in brand response conversions once it began promoting its RealFlex running shoes with video across all digital screens: PCs, mobile phones and tablets. • The Adidas “All-In” campaign generated more than 2 million views by adapting the videos to engage viewers on PCs, smartphones and tablets.

  12. How to grab users when decide to buy ✔ Add click-to-call. Many ad networks (AdWords, Yahoo,…) offer function, where your phone number appears as a clickable link right in the ad. That makes it simple for your shoppers to take action. ✔ Look at mobile video ads. Mobile and video are both exploding worldwide. Put them together for a double brand punch. ✔ Advertise in mobile apps, especially if you’re trying to get users to download an app. There are special networks that make this easy, including Google’s own AdMob. ✔ Add reminders and alerts. Find new ways to signal to shoppers — by email or by alerts after they sign in — that they may have left something in their cart or shopping bag from a previous visit.

  13. T-Commerce – big opportunity Who of you owns a tablet? • 208 million tablets will be sold by 2014 • Tablet time – 8pm till midnight • 70% uses tablet while watching TV Case Study: • Citrix got a 50% greater CTR from non-branded search terms on iPads than on desktops and other screens.4

  14. What Social Networks are great for selling • eBay • Facebook • Twitter • Google+ • Linked In • Tumblr • Pinterest • Instagram • Snapchat • Foursquare • Sound Cloud

  15. B2B versus B2C • What is difference between B2B and B2C? • B2B Social Networks • B2C Social Networks

  16. 5 Ways to Sell With Social Media

  17. #1: Have clear Call to Action Post calls to action like “Click here for a Facebook fan exclusive coupon,” or “Enter to win…” or “More best offers HERE”

  18. #2: Convey a Sense of Urgency • Limited amount of time to catch the attention of your customers/fans/followers. • Using words like “For a limited time” or “On sale this week” or “Own it first” will catch the eye of your visitors.

  19. #3: Offer Followers and Fans Exclusive Deals • Make sure that your fans know the deals you’re offering are for fans of a particular network only. • Offer deals that are exclusive to each network.

  20. #4: Encourage Sharing Ask your fans and followers to retweet, repin or share

  21. #5: Keep All of Your Social Media Profiles Current Go through each of your business’s social profiles (Facebook, Google+, Twitter, LinkedIn, etc.) once a quarter and make sure all of the information is current Why? Design changes, sizes of the cover pictures, your contact info changes etc.

  22. Disadvantages of selling on Social Networks • 1.    Bad Branding • 2.    Commitment • 3.    Relevant content! • 4.    Time • 5.    No short term ROI • 6.    The risk of negative comments

  23. Project Task: Selling on… • Select merchandise / goods you currently own • Select two social networks • Twitter vs. Facebook or any other combination • Define your campaign/promo for each network • Slogan (25 characters) • Copy text (120 chars) • Image (if applicable)

  24. Commercial Break

  25. Project Task: Selling on… • Let’s see your ideas and results

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