Social Selling

Hareesh Tibrewalahareesh@socialwavelength.com

Social Media

• Brand Advocacy tool– Existing customers get new customers

• Brand Loyalty tool– Remain in consideration set of your existing

customer

• It is a market creation tool. Not a sales tool– Brand advocacy and brand loyalty will eventually

lead to sales

Social Media• It is also a listening tool– What are people talking about my brand– What are people talking about the competition– Where are the conversation opportunities

• Use tools like Radian6 for listening• Just like you are looking for customers,

customer are actually looking for you. Find them using monitoring tools

• The ROI of social media lies in listening

Social Media

It is not about technology It is about influencing people

So how to “influence” people to advocate about your brand

Use some fundamental human insightsMake the customer a carrier of your message

Creating Brand Advocacy

• Create “Scarcity”– Less is more– Exclusive, Limited Period, First 500 promotions– 48 hour POP online shops on Facebook– GAP offered 10,000 free jeans to first 10,000 FB

check ins, 40% discount to everyone else– FB Offers now available in India

Creating Brand Advocacy

• Reciprocity– Adidas : If 5 of your friends buy our product, your

shoes are free– Ford Fiesta : Create a video about us and 100 cars

are up for grabs– Starbucks : Mayors of the outlet get free coffee– Toys’R’Us : Toyologits : Free sampling of our

products for writing reviews

Creating Brand Advocacy

• Crowdsourcing– Threadless.com : Your designs, your votes– Burberry : Art of Trenchcoat : everyone is a fashion

model– Wetseal.com : Customers “create” products that

appeals to them

Creating Brand Advocacy

• Building Communities– So what are you going to do with your 1mn fans ?• Segmentation based on fan engagement• Most engaged fans are your brand advocates• Create opportunities for them to advocate you

• Advocates are different from influencers

Zappos Online

Highly strategic approach that focuses on service and culture

Service

• They have a Twitter account dedicated to service issues• To uncover service opportunities• Initiate response• Amplify praise’• Reinforce service reputation

Culture

• 400 employees of the company have active Twitter accounts• Who they hire is consistent with this culture of service • Most of their social media initiatives are about exposing the people at Zappos, who through their actions reinforce the companys competitive advantage.. It makes the company seem real.

Zappos.com replied to 100% of daily customer service questions posted to Twitter by STELLAService analysts in a 45-day study of the top 25 online retailers. It’s an impressive accomplishment considering the average for replies within 24 hours was just 44% across the top 25 online retailers.

Wetseal. - Social Shopping

WetSeal has tied its social media strategy directly to ecommerce. They launched a community area of their site last Spring, where Wet Seal fans can build ensembles and publish them to the community for reviews.

So what are the results of this crowd sourcing approach?

Within a couple of months of launch :

• WetSeal saw sales increases of 10% on its’ site, and they have seen a 10% increase in average ticket for purchases where people visit the community section of the site. So, both in total revenue and in avg. order, the integration of social media directly into the shopping process has proven beneficial.

Burberry – Art of Trench

• Burberry created it’s own social community inspired from it’s core product

• The trench coat. The company describes it’s site ‘Art of trench’ as a living document of trench coat and people who wear it.

• Impact on Awareness: Between its launch in November 2009 and mid-2010 the site notched up more than 7 million visits.

• On Facebook, it took a year to have 1 million fans, 6 months to double it and around 2 years to cross over 6.4 million fans.

• Value Creation?

• Brand growth 86%• It’s ranked the 4th fastest growing brands by MillWardBrown• After a couple of years after they ran the campaign revenues had risen by 30% to £ 860 million

• Things they got RIGHT!

• Every image post was ready to be connected and shared through the internet.• Original content is created and spread through social networks and online• Created awareness of the brand online

Levis Friends Store – Social Commerce

• With the new Facebook “like” plugin launched Levi’s jumped in to created a social shopping experience.

• They’ve integrated the new “like” feature with every product on the site so at a quick view, you can see the number of Facebookers who like the item and also cast your own vote.

• On individual product pages, it even pulls in pics of your friends who’ve “liked” the item. The site extends the Facebook connect integration out to create a “friends store”

• This essentially customizes the entire experience to be Facebook friend centric and also allowing you to invite all your friends into that shopping experience!

Results

• More engaged shoppers.• Real-Time custom shopping experiences.• Enhanced insights into demand signals

Social Selling• It is not about you selling to your customers, it is about

your customers selling your products

• Social will have a transformational impact on shopping. The key is to begin to experiment. Christopher Payne, Chief of Ebay, North America

• There wont be commerce without social Anand Rajaraman Co-Founder of Kosmix

Social Wavelength• India’s largest social media agency

– Founded 2009, 150 member team, 50+ brands

– Red Herring Asia 100 Award

– WAT Award for being “Social Media Agency of the Year”

– Radian6 authorised partner for India

• Our services– Social media communications and monitoring

– Strategy, content production, app development

– Complete social ecosystem

• Mumbai – Delhi – Chennai - Bangalore

Questions?

If you need a copy of this presentation, please leave your business card. We

will email it to you.

Hareesh TibrewalaJt. CEO, Social Wavelength.hareesh@socialwavelength.com

Company blog: blog.socialwavelength.comLinkedIn: linkedin.com/in/hareeshtibrewala