How to increase sales through

digital and social media

Author Shannon Timmer

School Avans School of
International Studies
Company Golden Moments
Date January 10, 2011
 Overview
• What is the social trend about?
• Key activities and technologies
• Segmentation
• Targeting
• POST Method
– People
– Objectives
– Strategy
– Technologies
• S

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What is the social trend about?
It is a social trend in which people use
technologies to get the things they need
from each other, rather than from traditional
institutions like corporations.

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 Key activities and technologies

Key Activities Technologies

1. People creating Blogs, user-generated content,
and podcasts
2. People connecting Social networks and virtual worlds

3. People collaborating Wikis and open source

4. People reacting to each other Forums, ratings, and reviews

5. People organising content Tags

6. Accelerating consumption RSS and widgets

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 Segmentation
Roles Online Behaviours
1. Creators They make the social content
consumed by others. They write
blogs or upload video, music or
text.
2. Conversationalists They voice their opinions to other
people and businesses using
vehicles like social networking
sites and Twitter.
3. Critics They respond to content from
others. They post reviews,
comment on blogs, participate in
forums and edit wiki articles.

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 Segmentation
4. Collectors They organise content for
themselves or others using RSS
feeds, tags and voting sites like
Digg.com.

5. Joiners They connect in social networks

like MySpace and Facebook.
6. Spectators They consume social content
including blogs, user-generated
video, podcasts, forums, or
reviews.

7. Inactives They neither create nor consume

social content of any kind.

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 Targeting
Roles Online Behaviours

Creators They make the social content

consumed by others. They write
blogs or upload video, music or
text.
Critics They respond to content from
others. They post reviews,
comment on blogs, participate in
forums and edit wiki articles.
Joiners They connect in social networks
like MySpace and Facebook.

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 POST Method
• People
• Objectives
• Strategy
• Technologies

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Conclusions

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 Recommendations
It is recommended:
• that Golden Moments gets familiar with what exactly is
available and engages with digital and social media
stepwise;
• to focus on the joiners, creators and critics;
• to double check with Fusion (Golden Moments‘ web
design software) whether or not the company‘s target
group (female buyers, age category 26 - 45) is still most
important to the company;
• to concentrate on the objective energizing, with the help
of forums, ratings and reviews;

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 Recommendations
It is recommended:
• to use the first two of the three basic techniques
(energize the base with ratings and reviews and energize
the base by creating a community) in the short run, and
the last of the three basic techniques (energize the base
by participating in existing communities) in the long run;
• to hire a specialist for improving the company‘s ratings
and reviews;
• to search for an intern who has the skills to create a
forum for the company;
• to keep a watchful eye on the different metrics and other
indicators with the help of a web analytics tool in order to
measure social media success.

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Questions?

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