Direct selling, defined without a fixed retail location as a sales channel, was built on the assumption of leveraging an individual's social networks. Including social media is redirecting this industry; here, the challenge lies in providing the advantages of face-to-face selling, augmented by social networking. An assessment of the Direct Selling News 'Global 100 Top Direct Sellers' found that Facebook, YouTube, and Twitter represent the most commonly employed social networks in the industry.
Consumers are the most popular objective for social media, followed by providers and communities. Social media will become even more significant later on, and has developed as a driver of strategy. Enhanced customer relationships are developing by listening and reacting to concerns. The transparency made by social media is enriching ethical organizational cultures and trust. Finally, consumer brand communities are emerging that increase brand value.
Redirecting Direct Selling High-Touch Embraces High-Tech Case Study Solution
PUBLICATION DATE: May 15, 2012 PRODUCT #: BH478-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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