This document discusses how to generate sales and profits through social media. It recommends integrating social media into corporate websites to monetize activities. Efficient social broadcasting of deals and content can increase followers, reservations, and revenue. While social media is not overtly sales-focused, targeting influencers and extending reach through networks can speed up sales. Better leads are obtained by understanding prospects and building relationships through endorsements. Measurement is also important to track monetization efforts.

1. HOW DO YOU SELL WITH SOCIAL MEDIA?
Presentation prepared by
Magdalena Pawlowicz,
Partner @ Social Viper/Komfo

2. Agenda
• How to generate profit from social media
efforts?
• How to best monetize your social media
activities?
• How to get sales when “social” is not
supposed to be sales-oriented and how
to speed up the sales process?

3. • How to generate profit from social media efforts?

4. Some Definitions..
• Sales generate revenue. Marketing generates
profits.
• Marketing, including social media marketing, is
about efficiency.
• Marketing is a process of decreasing the time,
money, and resources required to communicate with
customers and make it easy for them to buy products
and services.
• The more efficient your marketing is, the more profit
you make. That’s what you want to optimize for.

5. Companies not only have more accounts than
ever, but more people publishing on them
Total Employees Avg. Number of Employees Posting
2,500 13
7,500 22
30,000 83
75,000 182
100,000+ 280
For companies over 5,000 Source: Survey, Altimeter
employees the ratio stays
fairly constant – i.e.
companies are hiring more
staff in order to scale

6. Microsoft has more than 178 social channels..
Four Seasons has 84 twitter accounts..
You’d better have a standardized process of
managing login credentials, allocation and
scheduling of tasks and postings, standardizing
reporting and analytics, and not least handling
engagement

7. GiffGaff mobile – Social CRM & Community/
Sharing Marketing –> Saving £20m per year
GiffGaff has no call center.
Instead, the community receives
pre-pay credits and badges for
contributions. The community
answers 50% of customer
questions. The average
response time is 3 minutes.
GiffGaff estimated that if O2
could replicate the model with
just 25% of their customers
participating, they could save
£20m per year

8. Best Buy leverages “super users” to answer
30% of all questions - > Increased cost savings
Started in 2008, Best Buy’s community
receives 2.5 million visitors a year,
generating 100,000 conversations. In
addition, 25 super users spend 8-12
hours a week on the site answering
about 30 percent of all the questions
Savings in employee social costs,
asked.
fixed costs, overhead costs,

9. Streamlining operations to get marketing
efficiency is the Top Priority
Top Priorities are Scalable
Deployments
Source: Survey, Altimeter
9

10. Social Media Management Systems are
creeping into marketing departments
Source: komfo.com

11.  How to best monetize your social media
activities?

12. Integrating Social into Corporate/Brand
Websites/Landing Pages is step 1
0. No 1. Social 2. Social 3. Social 4. Seamless
Integration Linking Publishing Aggregation inegration
Passive
Basic Feeds
Sharing
Active Curated
Sharing Aggregation
Social
Most companies are here in EU
Content

13. Monetization through Efficient Social
Broadcasting
Publishing marketing content (deals, media, news):
Requirements include ability to post a variety of media types; ability to target
messaging based on time, geography, social networks, and demographics; and
a content library.

14. Social Broadcasting Case: The Palms Hotel
The Media Leaders, a group using HootSuite on behalf of
The Palms, used targeted messaging to Twitter and
Facebook users based on keywords and location, including
trackable links.
In a 30-day period The Palms
gained 2,600 followers,
exceeded the room rate
reservation goal by 47% and
exceeded revenue goals by
67%
14

15. • How to get sales when “social” is not
supposed to be sales-oriented and how to
speed up the sales process?

16. Let us get a couple of things Straight
• 51% of consumers are more likely to buy from a brand
they follow on Facebook.
• 56% of web buyers cite the facebook wall and fan pages
as having significant influence over buying decisions.
• F-Commerce increases conversion; 51% increase in
likelihood a customer will purchase, after clicking the
‘like’ button.
Various sources
Users do not see sharing as a ’Sale ’as it comes from a
trusted source: your Friend

17. Speeding up your Sales Process
Targeting
Extending your Increase Velocity
Influencers to
Reach of Pipeline
drive conversions
Boosting the Better Return
value of through Better
Marketing Leads

18. Extending your reach through network
of shops

19. Better Return Through Better Leads
• Getting to know
your Prospect,
Establish
Relationships and
Endorse those
through a 3rd party
................through
whatever social
media channel you
Source: Social Viper
use

20. Tagerting Influencers to Drive Conversion
Source: Komfo

21. Increasing Velocity through your
Pipeline

22. Last...not least ...Meausure
Source: Komfo

23. Thank you
Partner,
Magdalena Pawlowicz
mp@socialviper.com
+358 (0) 40 740 3525
Social Viper Finland & Estonia,
Komfo Finland & Estonia