F-commerce by the numbers
From the history of f-commerce – a great infographic by Sonia Malpeso over at SMI:
Facebook's first retail transaction amounted to $34 for flowers from 1-800-Flowers (July'09).
The most liked Facebook shop? That would belong to Lady Gaga. There, she sells merchandise from CD's to Fame Monster USBs
More facts and figures:
- Facebook gets a 30% cut of sales by any person or company that sells something using Facebook Credits
- 67% of shoppers spend more online after receiving recommendations from their online community of friends
- 56% of Facebook users click through to a retailer's website because of a FB post
E-commerce influencers
Coupons case: Nestle’s lean pockets Facebook Page
From Meet “Heidi,” Nestle’s Social Media Spokesmodel [VIDEO] @ mashable.com, this fine example of coupons for like baiting at Nestlé's lean pockets Facebook Page:
More about like baiting:
Social media in Belgium: inspiring cases from The Conversity Model and conversity.be
This morning I presented at UBA's Book it event. I used my slides to walk the audience through The Conversity Model, with the (Belgian) social media success cases as a guideline: Telenet, BMW, Douwe Egberts, Godiva, Kinepolis, Flanders Investment & Trade, Flanders DC, and many, many more.
B2B case: Flanders Investment & Trade’s Vreemdgaan Loont! campaign
Flanders Investment & Trade is a government agency supporting Flanders-based companies doing business abroad and foreign companies looking to invest in Flanders.
One of their most important events towards Flanders-based companies is their De Leeuw van de Export award, which awards Flemish entrepreneurs with a flair for export in two categories: small and mid-sized to large companies. The creative concept behind this campaign was developed internally.
FIT obviously launched a microsite (http://www.vreemdgaanloont.be/ ) for this campaign, but for the first time they're mainly focussing on their presence in social media.
Some of these efforts are in the small details: twitter.com/fitagency keeps connecting and inspiring entrepreneurs and the key players in the field as it always has, but has adapted its Twitter background to match with the campaign.
But FIT also uses its own YouTube.com/FITagency channel, which at the time of writing contains no less than 11 short movies with testimonials and appeals from jury members and previous winners of the award. This is one of these YouTube movies, featuring their CEO Koen Allaert.
By the way: if you're an entrepreneur based in Flanders or if you know one, the registration for the award candidacy closes on Friday 29 April 2011.
Adidas most successful German brand in social media
According to a survey by communication agency Vierpartner, German sportswear company Adidas is the most popular German brand in social media worldwide. Adidas has 17.6mn of internet fans, subscribers and followers worldwide and is thus the company using social media online most successfully. Adidas employs 25 staff for its conversation management, including Facebook, YouTube and Twitter. The internet is the company's key marketing medium, especially to reach consumers under 19. The survey by communication agency Vierpartner includes the DAX 30 companies.
Top 5 German brands:
- Adidas 17.632.221
- Siemens 10.351.950
- Volkswagen 8.966.364
- BMW 6.411.064
- Deutsche Telekom 5.683.377
Source: Social Media: Adidas hat die meisten Fans im Netz @ wiwo.de
B2B case: SteelMaster Buildings on Facebook
Selling in a business-to-business environment is different from selling to consumers. One of the most striking differences, for example, is that the lead time is much longer. It is also true that b2b industries are generally not yet very active in social media – with the exception of advertising and marketing, and ‘tech’ industries such as software, it and telecommunications. In this latter category, companies like Microsoft, Oracle, Sun Microsystems, Cisco Systems and Intel are leading the way.
And yet there are quite some inspiring examples of B2B companies active in social media outside of the technology/telco sphere.
From 7 Awesome B2B Facebook Pages @ blog.hubspot.com:
There are a couple features that make SteelMaster Buildings' page stand out to me. The request a quote and the find a Steel Building near you pages are another great example of making the visitors visit as enjoyable as possible. Instead of requiring you to call someone for a quote, go to their homepage, or go to Google to search for the closest location you can do this all from within their Facebook Fan Page.
More inspiring B2B cases in my presentation below:
Case: Dell adapting to the importance of active listening
From socialbrands100.com:
We all remember the ‘Dell Hell’ of 2005, where journalist and blogger Jeff Jarvis vented about his frustrating dealings with Dell on his blog. This sparked a ‘blog storm’ as Dell consumers with similar frustrations linked to Jarvis’ blog, which eventually received widespread press coverage.
In a 2007 BusinessWeek article ‘Dell learns to listen’ Jarvis visits Dell and spends time with CEO Michael Dell to take stock of the company’s efforts in engaging with its consumers and the wider community. He opens the article with the statement that ‘[i]n the age of customers empowered by blogs and social media, Dell has leapt from worst to first’.
The Social Brands 100 was compiled over a period of three months with the contribution of an external panel of social experts drawn from business, academia, media and communications, and Brandwatch, the social media analytics data provider.
- Download the Social Brands 100 report (3MB)
- Download the ranking (3MB)
- Download average sector score (3MB)
- Download by sector (3MB)
6 social media hits and misses from the car industry
From How the Auto Industry Is Embracing Social Media [INFOGRAPHIC] @ mashable.com:
1. A huge win for Ford
Ford gave 100 folks Ford Fiestas 18 months before they were released and asked that they share their experiences online.
It resulted in:
- 11 million impressions
- 11,000 video views
- 13,000 photos
- 15,000 tweets
2. Chevy's road trip results
Last year Chevrolet sent out eight teams of social media folks on a road trip/scavenger hunt competition. They had to complete challenges and interact on social sites.
It resulted in:
- 61.1 million impressions
- 1,216 video views
- 8,764 new Facebook likes
- 13,400 tweets
3. Volkswagen's "The Force" video
While most companies keep their Super Bowl ads a secret until game time, this video was intentionally released earl to create pre-game buzz. It lead to millions of views, thousands of likes and the miniature Darth Vader, actor Max Page, even appeard in the Today Show.
4. GM's viral plan backfires
In 2006, GM teamed up with "The Apprentice" to create a site that allowed Chevy Tahoe fans to make their own commercials online. However, the reponse was largely negative as SUV critics made films bashing the Tahoe and others made satirical ads.
Chevy Tahoe Apprentice Commercials - Watch more Funny Videos
5. Honda's cyber critique
In the summer of 2009, Honda created a Facebook fan page to help promote the new Crosstour. However, it turned sour when "fans" outside of the target demographic only had negative things to say. Honda didn't issue a response until september.
6. Toyota's Flickr flop
In 2009, Toyota and its ad agency put together a Web site for the Toyota 4Runner. The problem was that the images had been stolen from Flickr and were used without the photographers permission. Toyota soon removed the images and apologized.
See also:
B2B case: Getronics’ New World of Work
In January 2011, GeTronics BeLux launched their NWOW campaign with a textbook mix of social media channels and tacts. NWOW stands for New World of Work.
But what exactly does Getronics do? I asked Peter Vanwelkenhuysen, Chairman of the Innovation Board at Getronics Belgium SA/NV.
Peter Vanwelkenhuysen: Getronics is THE ICT Workspace company.
Expert in workspace management services, connectivity, datacenters, and consultancy, Getronics helps organizations and its employees to improve performance. To do this, Getronics has a complete portfolio of integrated ICT services for the large enterprise market.
How does Getronics use social media?
Vanwelkenhuysen: Social media is part of the Getronics Marketing Communication mix. We integrate social media platforms in our campaigns to extend our audience and to create traffic towards our corporate website and campaign websites.
Social media is also used by HR/Talent Management to attract young potential.
Social media is also used internally as we use already wikis and blogs internally and will roll our own internal social network ‘Connect’ next month February.
And finally, social media is also used to monitor the Getronics brand experience.
All of these are in an early stadium and will be part of a more formal social media strategy policy and plan, that is in preparation (closely aligned with the one of Getronics Corporate).
One of the first visible aspects of this social media strategy is the @GetronicsBelux Twitter account.
Vanwelkenhuysen: Getronics Belux is using the Twitter account to communicate with her customers, partners, suppliers and friends. We monitor our campaigns and Getronicsbelux related tweets and try to respond or assist where possible.
Speaking of campaigns: What exactly is Getronics' New World of Work campaign about and how did you use social media to launch it?
Vanwelkenhuysen: In short, NWOW is flexibility while you work. It doesn’t matter where and when it happens – performance is everything. The basis of this concept? Managers who trust their employees to go out and get results, and a workforce that holds itself accountable for what it does.
The NWOW campaign uses a specific Linkedin group and Facebook page to build and inform a community about or discuss around The New World or Work.
New blog posts, videos, announcements, press releases, polls or any news about NWOW are communicated via twitter and the facebook and linkedin communities.
Our objective is to improve our (brand) visibility, confirm our thought leadership in NWOW, inform companies and individuals and encourage talent to work at Getronics.
- Campaign site: http://nwow.getronics.be/
- LinkedIn Group: http://www.linkedin.com/groups?mostPopular=&gid=3737912
- Facebook Page: http://www.facebook.com/nwowgetronics
- YouTube channel: http://www.youtube.com/nwowgetronics