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

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…

Last class presentation

Warm up exercise! Define selling process flow!

Selling/Purchasing process Classic

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?

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

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

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

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.

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 or by alerts after they sign in — that they may have left something in their cart or shopping bag from a previous visit.

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

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

B2B versus B2C What is difference between B2B and B2C? B2B Social Networks B2C Social Networks

5 Ways to Sell With Social Media

#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”

#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.

#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.

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

#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.

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

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)

Commercial Break Časová značkaYour Full NameUČOURL to banned commercial :25:06Jan Willem Boone27512http:// :23:59Roy de Witte27516http:// :52:32Juan Carlos Morello27529http:// :37:51Shipshiley Ekaterina27598http:// :59:52Fikrat Gulahmadov23316http://news.az/articles/society/ :09:38Yuliya Gordeiko27597http:// :25:42Terez Viktor23525http://rt.com/art-and-culture/borat-sacha-baron-cohen-703/ :01:31Nilufer Babirli23712http:// :26:48Dominika Masna23338http:// :10:30Alyesya Kharlan23705http://lipkovichea.livejournal.com/ html :11:40Tuğrul Atakan27510http:// :41:26Lev Alimpiyev23866http:// :07:45Natalia Pankova yQ :25:23Kanan23318http://m.youtube.com/watch?v=_VV765ZJofA

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