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Ao.com Enaging Social media content to 1.6 million fans - Yossi Erdman

Yossi Erdman
Yossi Erdman

Yossi Erdman is the head of brand and social media for ao.com, the largest online retailer of white goods in the UK. He discusses how social media is an essential part of ao.com's marketing strategy and how they use fun, engaging content on platforms like Facebook to interact with customers, drive sales, and provide customer service. Some tactics discussed include live video streams of competitions, sending thank you letters to customers who leave positive feedback, and publishing feedback about delivery drivers to encourage good service. Data shown attributes increases in traffic, sales, and repeat customers to ao.com's social media activities.

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ao.com (Appliances Online) It all starts with the customer Yossi Erdman @yossierd Head of brand and social media ao.com @ao
Who Am I? Usually at this point I present my self to the crowd, but its the slide share version So Ive attached picture of my team instead..
Who Am I? Anyway, Im Yossi Erdman, head of brand and social media for ao.com. I work here for 4 years now and love this company and the journey weve done in the last few years..
Who Am I? If you prefer to watch this presentation instead of reading, you can watch this video: http://youtu.be/q1CAj6qwg00?t=24s
Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd
Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd Or email me here: yossi.erdman@ao.com
Who Am I? Try me, Im not that scary..
ao.com is the UK largest Online White goods retailer. Founded in 2000 by John Roberts. Part of AO world PLC Who are we?
What do we sell? Products that will make your head spin..
Washing machines.. We sell:
Dishwashers.. We sell:
Fridge freezers.. We sell:
We sell: Fridges.. We sell:
We sell: Ovens and Cookers We sell:
TV and home entertainment.. We sell:
Small appliances.. We sell:
Small appliances.. We sell: Its a social media presentation, We had to have a cat
Social Media is essential part of the branded mix 1,610,000 fans PR TV advertising Online videos 29,000 followers
Social media impact: External (customers) Internal: Culture / Customer service
External: What do we use social media for? Talk, listen and have fun Products promotions Customer service Brand awareness
Lets Engage.. On ao Facebook we try to colour our messages, And entertain our customers instead of just telling them what we do.. Delivering business Messages in a fun way..
Lets Engage.. Cashback promotion.. How much cash have we frozen for you? Delivering business Messages in a fun way.. The challenge: Cashback promotion..
Lets Engage.. Delivering business Messages in a fun way.. The challenge: Cashback promotion.. So we created a competition with Frozen money. If you can guess how much money we frozen (same as the cashback we give), you can win the fridge. You can watch here: http://youtu.be/uL361QOuCHY
Lets Engage.. We also tried money laundering
Lets Engage..
Ducks are the new cats.. Lets Engage..
Engage with videos.. How many items of clothing are in the washer? Watch here: http://youtu.be/jbQAf1qp_f8
Customers pictures.. Every Friday, as part of our weekly competitions live stream we ask fans to submit pictures.. Sometimes they are funny
Customers pictures.. Sometimes they are bit flattering
Live stream Every Friday, we are calling our winners, on a Facebook live stream and let them know they won. We do it for more than 3 years now. Consistency is very important for us, its not a one off campaign.
Live stream Every Friday, we are calling our winners, on a Facebook live stream and let them know they won. We do it for more than 3 years now. Consistency is very important for us, its not a one off campaign. If you fancy a sample watch one here: http://youtu.be/KEo6NwcPy1w?t=33m24s
Lets see some results When Facebook was our only brand advertising tool.. 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 08/01/2012 08/03/2012 08/05/2012 08/07/2012 08/09/2012 08/11/2012 08/01/2013 08/03/2013 08/05/2013 08/07/2013 08/09/2013 08/11/2013 08/01/2014 08/03/2014 08/05/2014 FB fans V. Weekly Branded Traffic National TV campaign FB Fans 6 per. Mov. Avg. (Total Branded Sessions) Facebook activity has a big impact on brand searches and branded traffic
Lets see some results From Nov 2012 to Aug 2013: AO Branded traffic up 154% Branded = direct, ao.com searches Branded sales up %128 Repeated customers up %20 No other branded activity was done in this period
Customer Service Social Media team Call centre team Our call centre is now answering all customers queries on Facebook. Marketing team (4 people) is the creative behind the promotions and FB advertising
Customer Service
Basically, pretty boring stuff.. Website Integration We added Facebook plugin to our site, with number of likes and customers feedback.
Website Integration When a user is logged in to Facebook Boost conversion
Website Integration Adding the plugin Boosts conversion When people click the Feedback it takes them back to Facebook
Customer Service Not just on our website.. This feedback was left about one of our drivers, How do we make them understand that customers can write feedback about them immediately. The customer service team came with a surprising solution
Customer Service Drivers Feedback book
Customer Service Drivers Feedback book This book is being published every 2 weeks and include selected feedback about our drivers that was posted on Facebook, trustpilot and other sites. We are posting it directly to the home of everyone who is mention in the book. Now imagine your wife getting a book when you have a bad feedback in. Pretty embarrassing, no? the impact is amazing.
Basically, pretty boring stuff.. Customer Service Drivers Feedback book
Customer Service Extremely detailed feedback.. As an immediate result of the book we now see many drivers talk to the customers and ask them to post a feedback to Facebook. The drivers are giving the customers their crew number, so the team who writes the book will know to find them (the drivers) faster
Customer Service Personal Letters If a customer takes times and writes us an amazing feedback on social media, why shouldnt we make an effort and thank them for that? Maybe we will even convince them to shout about us to all their friends and family..
Personal Letters So, our CEO (John Roberts), decided he want to send a personal, hand signed, letter to everyone who writes a feedback on our Facebook. Our team writes the letters, and JR signs them.
Personal Letters We are quoting the customers Feedback on the letter, so its very personal.
Customer Service Personal Letters The customers who get the letters are very excited and they post them back on Facebook! Free content, huh?
Customer Service Personal Letters
Customer Service Personal Letters By the way, we dont send them another letter afterwards, it may create an endless loop
Customer Service Personal letters: also to employees who give good service
Apologise when needed And keep it personalised.. We also send letters to applogise if we made a mistake. Again, the letter is personal and it has the error and the solution elaborated.
Dont forget to try.. Even with your partners We want to finish with a story that will encourage you to use your customers: The next video review was sent to us by a customer as part of a competition. We asked people to create reviews for their current kitchen appliances, for their chance to get a new one to review and keep. The result was unexpected, and encouraged us to keep trying, more and more new things Watch here: http://youtu.be/YkY2b-5nFqU
Yossi Erdman @yossierd Head of brand and social media ao.com @ao Thank you.. Hope you enjoyed it! and there is much more.. If you have any questions, or feedback, feel free to drop us a note. Yossi.

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Ao.com Enaging Social media content to 1.6 million fans - Yossi Erdman

  • 1. ao.com (Appliances Online) It all starts with the customer Yossi Erdman @yossierd Head of brand and social media ao.com @ao
  • 2. Who Am I? Usually at this point I present my self to the crowd, but its the slide share version So Ive attached picture of my team instead..
  • 3. Who Am I? Anyway, Im Yossi Erdman, head of brand and social media for ao.com. I work here for 4 years now and love this company and the journey weve done in the last few years..
  • 4. Who Am I? If you prefer to watch this presentation instead of reading, you can watch this video: http://youtu.be/q1CAj6qwg00?t=24s
  • 5. Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd
  • 6. Who Am I? Last note before starting.. If you have any questions or you just want to talk, feel free to tweet me: @Yossierd Or email me here: yossi.erdman@ao.com
  • 7. Who Am I? Try me, Im not that scary..
  • 8. ao.com is the UK largest Online White goods retailer. Founded in 2000 by John Roberts. Part of AO world PLC Who are we?
  • 9. What do we sell? Products that will make your head spin..
  • 13. We sell: Fridges.. We sell:
  • 14. We sell: Ovens and Cookers We sell:
  • 15. TV and home entertainment.. We sell:
  • 17. Small appliances.. We sell: Its a social media presentation, We had to have a cat
  • 18. Social Media is essential part of the branded mix 1,610,000 fans PR TV advertising Online videos 29,000 followers
  • 19. Social media impact: External (customers) Internal: Culture / Customer service
  • 20. External: What do we use social media for? Talk, listen and have fun Products promotions Customer service Brand awareness
  • 21. Lets Engage.. On ao Facebook we try to colour our messages, And entertain our customers instead of just telling them what we do.. Delivering business Messages in a fun way..
  • 22. Lets Engage.. Cashback promotion.. How much cash have we frozen for you? Delivering business Messages in a fun way.. The challenge: Cashback promotion..
  • 23. Lets Engage.. Delivering business Messages in a fun way.. The challenge: Cashback promotion.. So we created a competition with Frozen money. If you can guess how much money we frozen (same as the cashback we give), you can win the fridge. You can watch here: http://youtu.be/uL361QOuCHY
  • 24. Lets Engage.. We also tried money laundering
  • 26. Ducks are the new cats.. Lets Engage..
  • 27. Engage with videos.. How many items of clothing are in the washer? Watch here: http://youtu.be/jbQAf1qp_f8
  • 28. Customers pictures.. Every Friday, as part of our weekly competitions live stream we ask fans to submit pictures.. Sometimes they are funny
  • 29. Customers pictures.. Sometimes they are bit flattering
  • 30. Live stream Every Friday, we are calling our winners, on a Facebook live stream and let them know they won. We do it for more than 3 years now. Consistency is very important for us, its not a one off campaign.
  • 31. Live stream Every Friday, we are calling our winners, on a Facebook live stream and let them know they won. We do it for more than 3 years now. Consistency is very important for us, its not a one off campaign. If you fancy a sample watch one here: http://youtu.be/KEo6NwcPy1w?t=33m24s
  • 32. Lets see some results When Facebook was our only brand advertising tool.. 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 08/01/2012 08/03/2012 08/05/2012 08/07/2012 08/09/2012 08/11/2012 08/01/2013 08/03/2013 08/05/2013 08/07/2013 08/09/2013 08/11/2013 08/01/2014 08/03/2014 08/05/2014 FB fans V. Weekly Branded Traffic National TV campaign FB Fans 6 per. Mov. Avg. (Total Branded Sessions) Facebook activity has a big impact on brand searches and branded traffic
  • 33. Lets see some results From Nov 2012 to Aug 2013: AO Branded traffic up 154% Branded = direct, ao.com searches Branded sales up %128 Repeated customers up %20 No other branded activity was done in this period
  • 34. Customer Service Social Media team Call centre team Our call centre is now answering all customers queries on Facebook. Marketing team (4 people) is the creative behind the promotions and FB advertising
  • 36. Basically, pretty boring stuff.. Website Integration We added Facebook plugin to our site, with number of likes and customers feedback.
  • 37. Website Integration When a user is logged in to Facebook Boost conversion
  • 38. Website Integration Adding the plugin Boosts conversion When people click the Feedback it takes them back to Facebook
  • 39. Customer Service Not just on our website.. This feedback was left about one of our drivers, How do we make them understand that customers can write feedback about them immediately. The customer service team came with a surprising solution
  • 40. Customer Service Drivers Feedback book
  • 41. Customer Service Drivers Feedback book This book is being published every 2 weeks and include selected feedback about our drivers that was posted on Facebook, trustpilot and other sites. We are posting it directly to the home of everyone who is mention in the book. Now imagine your wife getting a book when you have a bad feedback in. Pretty embarrassing, no? the impact is amazing.
  • 42. Basically, pretty boring stuff.. Customer Service Drivers Feedback book
  • 43. Customer Service Extremely detailed feedback.. As an immediate result of the book we now see many drivers talk to the customers and ask them to post a feedback to Facebook. The drivers are giving the customers their crew number, so the team who writes the book will know to find them (the drivers) faster
  • 44. Customer Service Personal Letters If a customer takes times and writes us an amazing feedback on social media, why shouldnt we make an effort and thank them for that? Maybe we will even convince them to shout about us to all their friends and family..
  • 45. Personal Letters So, our CEO (John Roberts), decided he want to send a personal, hand signed, letter to everyone who writes a feedback on our Facebook. Our team writes the letters, and JR signs them.
  • 46. Personal Letters We are quoting the customers Feedback on the letter, so its very personal.
  • 47. Customer Service Personal Letters The customers who get the letters are very excited and they post them back on Facebook! Free content, huh?
  • 49. Customer Service Personal Letters By the way, we dont send them another letter afterwards, it may create an endless loop
  • 50. Customer Service Personal letters: also to employees who give good service
  • 51. Apologise when needed And keep it personalised.. We also send letters to applogise if we made a mistake. Again, the letter is personal and it has the error and the solution elaborated.
  • 52. Dont forget to try.. Even with your partners We want to finish with a story that will encourage you to use your customers: The next video review was sent to us by a customer as part of a competition. We asked people to create reviews for their current kitchen appliances, for their chance to get a new one to review and keep. The result was unexpected, and encouraged us to keep trying, more and more new things Watch here: http://youtu.be/YkY2b-5nFqU
  • 53. Yossi Erdman @yossierd Head of brand and social media ao.com @ao Thank you.. Hope you enjoyed it! and there is much more.. If you have any questions, or feedback, feel free to drop us a note. Yossi.