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Social Media
Monetization & Measurement Adam Lavelle, Chief Strategy Officer, iCrossing
April 26, 2012
2
moment – (physics): a tendency to produce motion,
esp rotation about a point or axis
What is a moment?
3
Which moments are worth owning?
Advertising
First
Moment
of Truth
Point of Sale
The 3-7 seconds
when you are
staring at the
products on the
shelf
A.G. Lafley,
P&G
Second
Moment
of Truth
Use of Product
When you
experience
the product
A.G. Lafley,
P&G
Exploring
The online
decision-making
moment(s)
Jim Lecinski,,
Third
Moment
of Truth
Advocacy/WOM
What you say to
others about the
product
Pete Blackshaw,
Nestle
4
Source: Forrester
5
Source: Forrester
6
7
Making the moments matter
8
Buying attention alone is not sustainable A
tte
ntio
n
Time
Launch End Launch End
When bought media ‘goes dark’ there is no
conversation between the brand and the audience
9
Bought, earned, owned build value A
tte
ntio
n
Time
Bought
Launc
h
End
Bought
Launch
End
Bought
Launch
End
Earned &
Owned *
* To succeed, earned and owned have to be always-on
10
11
12
13
14
15
(% of total)
January 2012
CTR for ‘social’ email…
Source: GetResponse
2.6%
5.4% 5.0%
9.6%
CTR without sharing CTR with Facebook CTR with Twitter CTR with Linkedin
16
12
8
5
Social log-in Standard log-in Not logged in
(Minutes)
January 2012
Time Spent on Site by Log-in Type
Source: Gigya
17
15.6
12.5 11.6
10.3
5.0
Comments Newsfeed Shares Log-in (site & social) No interaction
(Minutes, after clicking a plug-in)
January 2012
Time Spent on Site by Plug-in Interaction
Source: Gigya
18
Human beings know they are ‘influentials’
73% of young adult women
describe themselves as influential
information sources
Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012
Millenials Xers Boomers Seniors
I am an influential information source 73% 53% 51% 44%
I regularly influence friends and family to buy or not to buy a
particular product or service 69% 49% 41% 27%
Using social network sites has made it easier for me to decide
on what to buy 61% 46% 36% 29%
Using social network sites to share my shopping and product
experiences make me feel empowered 51% 33% 19% 9%
Women’s marketplace influence self-assessment
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34% 32%
15%
10% 9%
Would never purchase Do not use Facebook Did not know possible Would purchase Have purchased
Purchasing ‘inside’ social – not so much…
(% of respondents)
December 2011
Product Purchase Intent, via Facebook Retailer Page
Source: Oracle
20
Average revenue per order…
Source: February 2012 by ClearSaleing
Revenue Per Order
All Digital
Channels
Average
Display
Average
Paid Search
Average
Natural
Search
Average
Affiliates
Average
Comparison
Shopping
Average
Average
Social Media
Average
$0.00
$50.0
$100.0
$150.0
$200.0
$250.0
$300.0
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Is this true?
22
Social media enables targeted marketing responses at
individual touch points along the consumer decision journey.
Source: Expert interviews; McKinsey analysis
1. Monitor Social channels
for trends, insights
2. Respond
to consumers’
comments
3. Amplify current positive
activity/tone
4. Lead changes in sentiment
or behavior
Consider Brand monitoring Crisis
management
Referrals and
recommendations
Brand content
awareness
Evaluate Product launches
Buy Targeted deals,
offers
Experience Customer service Fostering
communities
Customer input
Advocate Brand advocacy
Bond
Ste
ps in the c
onsum
er
decis
ion journ
ey
Thank you McKinsey, for having a chart…
23
Which moments matter, and how
do we make them happen well?
Thank you
Adam Lavelle
Chief Strategy Officer, iCrossing
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