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 us instead.. 3. Who Am I? Anyway, Im Yossi Erdman, head of brand and social media for ao.com. I work here for 4.5 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 (April 2014 ver) 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. ao.com is the UK largest Online White goods retailer. Founded in 2000 by John Roberts. Part of AO world PLC Who are we? 8. Recently (Oct 2014) Launched in Germany Who are we? 9. Our challenge To make washing machines - Interesting 10. Our challenge - Education Whats the motivation of visiting a store? 11. Our challenge Education #2 Can you really take Your produce home? 12. What can we offer? Same day / Next day delivery Best prices Including price match Huge range of products Link to video: https://youtu.be/wTBG58L_bVQ 13. Why social media? Real time Fast pace Engagement - Immediate feedback Great platform to try ideas Relatively low budgets not many approvals 14. Why social media? And most important: You can post pictures of yourself J 15. What do we sell (the social media way)? Products that will make your head spin.. 16. Washing machines.. We sell: 17. Dishwashers.. We sell: 18. Fridge freezers.. We sell: 19. We sell: Fridges.. We sell: 20. We sell: Ovens and Cookers We sell: 21. TV and home entertainment.. We sell: 22. We sell: Can you guess the movie? 23. Small appliances.. We sell: 24. Social Media is essential part of the branded mix 1,675,000 fans PR TVadver+sing Onlinevideos 35,000 followers 25. Social media impact: External (customers) Internal: Culture / Customer service 26. Lets Engage.. Delivering business Messages in a fun way.. The challenge: Cashback promotion.. On ao Facebook we try to colour our messages, And entertain our customers instead of just telling them what we do.. 27. Lets Engage.. Cashback promotion.. How much cash have we frozen for you? 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 28. Lets Engage.. Dont worry we didnt do any money laundering.. 29. Ducks are the new cats.. Lets Engage.. 30. Video on Facebook is taking over.. Baking with Neff oven.. High Reach Lots of views High engagement Video link: Rhubab Dance 31. Video on Facebook is taking over.. Use of videos Unique content creation for the platform Video link: Maddie Mince Pie 32. Video on Facebook is taking over.. Signicant viewing times (also for auto play) Video link: British Sandwich Week 33. Does size matters? How many items of clothing are in the washer? (tweet to @ao) Video link: Zanussi Washer comp 34. Whatdowesell? Basically, pre=yboringstu.. Customer video reviews 35. Customer video reviews Video link: Customer review video 36. Customers pictures.. Every Friday, as part of our weekly competitions live stream we ask fans to submit pictures.. Sometimes they are funny J 37. Customers pictures.. Sometimes they are bit attering J 38. 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. 39. 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 40. 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 1/8/2012 3/8/2012 5/8/2012 7/8/2012 9/8/2012 11/8/2012 1/8/2013 3/8/2013 5/8/2013 7/8/2013 9/8/2013 11/8/2013 1/8/2014 3/8/2014 5/8/2014 FBfansV.WeeklyBrandedTrac Na1onalTVcampaign FBFans 6per.Mov.Avg.(TotalBrandedSessions) Facebook ac+vity hasabig impact onbrand searches and branded trac 41. Lets see some results From Nov 2012 to Aug 2013: AO Branded trac up 154% Branded = direct, ao.com searches Branded sales up %128 Repeated customers up %20 No other branded activity was done in this period 42. New Trends Direct response activity: Total Reach 1,136,128 Total Engagement 61,833 Link Clicks 48,924 Engagement % - 5.4% Mobile 75% Desktop 25% DeviceSplit BasedonClicks 43. New Trends Direct response activity: Mobile 85% Desktop 15% Device Split Based on Clicks 44. New Trends Direct response activity Multi product ads: 45. Website Integration 46. Website Integration 47. Focus on real people 48. Focus on real people 49. The customers voice Latest TV Advert, The customers Were recruited Via Facebook 50. The customers voice Latest TV Advert, Customer focused 51. The customers voice Link to Watch The advert Denise 52. Customer Service Social Media team Call centre Facebook team Ourcallcentre isnow answeringall customers querieson Facebook. Marke+ngteam (6people)isthe crea+vebehind thepromo+ons andFB adver+sing 53. Customer Service 54. Customer Service Not just on our website.. 55. 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 56. Customer Service Drivers Feedback book 57. CustomerService Drivers Feedback book Thisbookisbeingpublishedevery2weeksand includeselectedfeedbackaboutourdrivers thatwaspostedonFacebook,trustpilotand othersites. Wearepos+ngitdirectlytothehomeof everyonewhoismen+oninthebook. NowimagineyourwifegeRngabookwhen youhaveabadfeedbackin. Pre=yembarrassing,no?theimpactisamazing. 58. Basically, pre=yboringstu.. Customer Service Drivers Feedback book 59. 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 nd them (the drivers) faster J 60. Customer Service Extremely detailed feedback.. 61. 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.. 62. Personal Letters 63. 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. 64. Personal Letters 65. Customer Service Personal Letters The customers who get the letters are very excited and they post them back on Facebook! Free content, huh? J 66. Customer Service Personal Letters 67. Customer Service Personal letters: also to employees who give Exceptional service 68. Apologise when needed And keep it personalised.. 69. Apologise when needed And keep it personalised.. 70. Dont forget to try.. Even with your partners We want to nish 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 J Watch here: http://youtu.be/YkY2b-5nFqU 71. 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.