23 September 2015 | Paris Porte de Versailles – E-Commerce Paris 2015
The closing day of the e-commerce Paris event was on 23 September 2015. And it was in this end of event context that SQLI gave pride of place to the customer relationship as seen through social networks in its third lecture.
The lecture was given by David Vernaillen, Sales Director at SQLI Belgium. With an audience of 45 people, he began his presentation with an observation: companies mainly have a presence on social networks, but do not have a well-defined commercial strategy. They collect the data generated by traffic, without really knowing how to use it…
David Vernaillen then showed an animated film. It was simple and dynamic and illustrates how thorough analysis of the traffic on social networks makes it possible to improve knowledge about customers and their journeys. With this observation as a starting point, David Vernaillen explained that when fully exploited social networks enable brands to improve their customer relationship and develop their sales.
SQLI has designed a Social2Cash solution: the aim of the solution is to effectively use the data collected on the social channel and synchronise it with the CRM to use it for commercial purposes through marketing campaigns. Let’s look at the three key stages of this approach.
stage 1 : engage the customer
During this acquisition stage, the company takes action to attract new potential customers on social networks, enrich knowledge about its current customers and boost traffic through communities. There are many levers available to companies and they vary depending on the objective to be achieved and the brand strategy (creation of communities, ‘Top of Mind’ applications, management of brand ambassadors, fun and viral applications, etc.).
stage 2 : know you customers
There is a lot of data available. It is structured, unstructured, and comes from multiple internal and external sources.
It is important to collect and centralise this information from many digital channels (e-mail, web, mobile, etc.) because analysis of this contributes to better customer knowledge.
stage 3 : manage concrete initiatives
This approach allows you to refine your segmentation, better customise your messages and reach the customer through omni-channel initiatives. As they are better targeted, your marketing campaigns are more appropriate and effective. In concrete terms, you will be able to offer the right product to the right customer at the right time. This ensures that you get a positive conversion rate.
Let’s look at an example… An e-voucher campaign is launched. The feedback is positive and the e-voucher is used on the e-commerce website or in stores. The information from these e-vouchers is accessible and analysed. Indeed, it is possible to measure the ROI of your marketing campaigns with the help of detailed dashboards which are available on your mobile in real time. This feature allows you to analyse your statistics and to put corrective actions in place for future campaigns.
A few exemples…
David Vernaillen showed the audience three concrete customer case studies which make it possible to better consider the usefulness of such practices.
Canderel is a Belgian company which markets low-calorie sweeteners. Its objective was to increase its popularity on social networks and put in place more viral initiatives. The purpose was to expand the community with 200,000 mums and boost sales. Canderel and Wax Interactive therefore put in place a competition to win cups which has made it possible to attract more than 16,000 players and collect a certain amount of qualified data.
Media Markt is an operator specialising in electrical household goods. Its goal was to put initiatives in place to boost traffic on its e-commerce website and in stores. The Jackpot game which was put in place has had a total of 40,000 players.
This initiative has brought 20,000 additional visitors to Media Markt’s e-commerce website and more than 20,000 people have signed up to the newsletter. The goal has been achieved!
Ecover markets environmentally-friendly cleaning products. With our assistance, via a well orchestrated marketing development plan, Ecover has increased the size of its community by an extra 120,000 members. In 2015, the Ecover community has 200,000 members. These marketing initiatives have therefore enabled them to significantly improve the quality and quantity of the customer and potential customer database and consequently undertake targeted and relevant marketing initiatives.
Would you like to know more about our Social2Cash offer?