Oplæg af Jonathan Wichmann (Orca Social) på morgenseminaret "DM INSPIRATION". Afholdt d.18.sept.2014 i Huset Markedsføring

1. HOW TO SELL THROUGH SOCIAL
MEDIA AND WHY B2Cs HAVE A
LOT TO LEARN FROM B2Bs
Dialogkonferansen 2014 / Strömstad, Sweden / @JonathanWich / 26.08.2014
Huset Markedsføring / DM Inspiration / 18.09.2014

2. The biggest question for marketers regarding
social media?

3. “How can I use social media to sell?”

4. It’s difficult . . .

5. Someone has been lying
• The majority of companies using social media are off-track.
• The problem? The efforts are led by marketers who do not understand social.
• It’s called Social Media Marketing.
• And it never worked (particularly well).
• Only very few brands have what it takes to easily capture the social space, i.e. both interesting
products, an attractive corporate culture, and brand ambassadors who want to be involved and
spread the story of the company.
• Nevertheless, social media has become big business. An increasingly big part of the marketing
budgets are ending up at Facebook, Twitter and LinkedIn.

6. MYTH #1
THE CONSUMERS ‘LIKE’ US

7. Wrong: Consumers couldn’t care less about brands.
• 68% of american consumers “always” or “mostly” ignores brand posts on social media.
(Kentico, 2014)
• College students in the US: "Nearly half stated they didn't believe brands should be on
social media or they didn't personally follow brands" og "nearly 70% report following
three or fewer brand across all social media.” (Cocentric, 2014)
• "Most social media users feel negatively towards marketing strategies by companies on
social media sites, with 35% saying that they often hide companies’ updates if they
update too often.” (YouGov, 2013)
• Global survey: “83% of consumers have had a bad experience with social media
marketing.” (Pitney Bowes, 2014)

8. MYTH #2
SOCIAL MEDIA GIVES CREDIBILITY

9. Wrong: Using social media does not make you more trustworthy as a brand.
• Only 2% of American consumers think a company’s social media profile is its most
credible channel or platform. The credibility numbers are almost 90% lower for social
media than for traditional advertising and the website. (Adobe, 2013)
• Only 15% of American consumers trust social media posts from companies. Twice as
many trust information on corporate websites. (Forrester, 2014)
• Social ads are among the least trustworthy forms of advertising, considerably lower than
ads in traditional media. (Nielsen, 2014)

10. MYTH #3
FACEBOOK CAN OPEN THE DOORS
TO NEW MARKETS

11. Wrong: Social media is not a good tool for acquiring new customers.
• More than half of consumers are ‘liking’ brands on Facebook because they are already
customers. Only 1 out of 6 ‘like’ a brand because they might buy from them one day. (Adobe,
2013)
• A research study of UK consumers concludes that “the followers / likers of companies are
most likely to be current customers (33%) whose primary motivation is a desire to get
something in return (34%).” (YouGov, 2013)
• In 2013, digital consultancy L2 investigated 250 prestige-brands and found that over 4 years
less than 0,25% of new customers came from Facebook and 0,01% from Twitter. In
comparison, 10% came from paid search and 7% from email marketing. (L2, 2013)
• As if that’s not enough: L2’s investigation also showed that customers acquired via social
channels had lower lifetime value than customer acquired via e.g. paid search.

12. MYTH #4
MANY FANS AND FOLLOWERS IS GOOD

13. Wrong: There’s no connection between fan count and bottom line.
• In a study from 2012 of the 40 US companies on the stock exchange who have most Facebook fans
and are tracked by American Customer Satisfaction Index (ACSI) there’s a negative correlation (-0,3)
between number of Facebook fans and CSAT. And no correlation (-0,1) between Facebook fans and
stock price. (Augie Ray, 2012)
• The same is true for the top 50 US brands on Twitter. Their average score is below the median score
in the NASDAQ index. (Augie Ray, 2014)
• Some specific examples: The sales numbers for Lady Gaga’s ARTPOP album were hugely
disappointing even though she promoted it heavily on Twitter where she has the 4th largest profile;
BlackBerry has hit the bottom financially even though it’s one of the most popular brands on
Twitter; and Dippin' Dots went bankrupt just a few days after they reached their 5 million Facebook
fans milestone.

14. MYTH #5
SOCIAL MEDIA CAN BOOST ONLINE SALES

15. Forkert: Consumers are not buying the products they learn about on social media
• Even though there are many examples of social media content leading to sales it’s not possible to claim
that social media in general has a positive impact on the buying behaviour.
• According to one survey 72% of American consumers “never” or “hardly ever” buy a product they heard
about on social media. (Kentico, 2014)
• Another survey reports that only 18% of consumers buy a product they heard about on social. (PwC, 2013)
• Finally, a third survey reports that only 19% of consumers buy a product they heard about on social.
(YouGov, 2013)
• These survey based number are not uplifting. However, the measured numbers are much worse:
According to Experian social media provides only 7,7% of the traffic to retail websites (even though it’s the
most popular activity on the web). (Experian, 2014)
• And on Black Friday last year IBM tracked conversions on 800 retail sites. The result?

16. Social media was responsible for only 1% of
the traffic that led to sales on Black Friday
last year…

17. “It’s difficult to get a person to understand
something when his salary depends on him
not understanding it.”
- Upton Sinclair

18. So can I not use social media to sell?

19. You can in fact.

20. It’s called Social Selling.

21. And it’s primarily a B2B sales tactic.

23. Social selling: Empowering your thought leaders to teach where customers learn
• It’s all about training and empowering your employees (sales reps and thought leaders) to use
social networks to network and share knowledge.
• By sharing relevant knowledge with their professional network (incl. both existing and potential
customers) social sellers build trust and create a pull towards them. And then they sell (and they
prospect too).
• By getting in early in the sales funnel (if such a thing really exists) social sellers are shaping
buyers demand long time before they buy.
• It’s part of a bigger trend: From price selling to value selling.
• In 2012, CEB first identified this approach and saw astounding results.

24. A new approach is needed because the need to get in early is new (sic!)
• The customer decision journey has changed dramatically in recent years.
• Today, buyers (except FMCG buyers) do up to 70% of their research online (websites, P2P, social media).
• In many cases they make their purchasing decisions without contacting the supplier / sales rep.
The average purchase decision is 57% complete, and more than 10
information sources have been consulted, by the time a supplier is
engaged.
Learn Define Needs Access Options Make Decision
Source: CEB, 2012

25. IBM: Ready-made social messages
• A marketing-led approach where both
rep concerns of additional work and
company concerns of rep-generated
content are eased.
• Marketing should play a big part of it:
Sourcing prospects, managing pipeline,
producing content, training sales reps
etc.
• Results? Both IBM and Morgan Stanley
say they are generating “considerable
sales”.
• In general: More opportunities, more
likely to hit quota and more productive.

26. What can B2Cs learn from B2Bs?
If you want to do marketing through social media you need to:
• Figure out how you can get in at an earlier
stage of the buying process
• Understand your audience much better
• Create content so valuable and relevant that
people would pay for it
• Make more use of ambassadors (e.g.
employees) who can carry your story
!
• Let go of the sales KPI’s
• Focus more on storytelling
• Be creative
• Make it personal !
• Market your company (hardware, employees,
brand), not your products
• Be online day and night to constantly give!

27. Market your company, not your products.

28. Se filmen her: http://vimeo.com/62085613

29. What social media
can do for you
!=
What social media
cannot do for you
!
=
!
DIRECT SALES
+
NEW CUSTOMERS
+
CREDIBILITY
BRAND PERCEPTION
+
SERVICE
+
INSIGHTS
!
CULTURAL CHANGE
+
EFFICIENCY GAINS
+
INDIRECT SALES

30. A holistic (and cross-functional) approach is the only way forward
• Social belongs to the company, not a department (so stop fighting about it!).
• Reach out to the other departments and get the management to understand the cross-functional value.
• Make sure the efforts support the overall business goals and priorities (not just sales goals).
Mkt
Comms HR
Ops
R&D
/ BI
Social technologies
Sales
IT CS
Execs

31. From CRM over Social CRM to Audience
• Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and employees.
• Improve Sales and Service while reducing your media spend.
• A new role is about to arrive: Audience Development Manager.
DM
Social Web
TV
CRM
Audience

33. Brimfield Police Department
• Small Ohio town of 10,000 people.
• A police force which wants to build trust in its community.
• Courage, integrity, community. Plus continuity and authenticity.

34. Any questions?
Twitter: @JonathanWich
www: jonathanwichmann.com / orcasocial.com