cONNECTTO SELL

E.Life Group

McKinsey’s

CMOSURVEYWhen McKinsey’s CMO Survey asked marketers how they show the impact of social media on their business, only 15% cited they have been able to prove the impact quantitatively. This low percentage is not completely surprising given that social media is a recent innovation that companies are quickly trying to understand and direct to the most profitable ends.

15%

85%

Can prove the impact Can't prove the impact

Source: McKinsey’s CMO Survey 2015

SPENDING ON SOCIAL MEDIA CONTINUES TO SOAR, BUT MEASURING ITS IMPACT REMAINS A CHALLENGE FOR MOST COMPANIES.

DO DIGITAL ENGAGED CUSTOMERS MEAN BUSINESS?

FACEBOOK ENGAGED FANS WERE 20 TIMES MORE LIKELY TO BUY.

Source: Alchemy Social, 2012

USERS WHO FOLLOW FACEBOOK PAGES BUT DIDN’T INTERACT WITH THEM WERE 4 TIMES MORE LIKELY TO BUY.

Source: Alchemy Social, 2012

WHATDOESTHATMEAN?Part of your fan base can be regular shoppers, but the more you connect to them, the more they impact

your business.

That’s

NOTNEW

If you take a look at the typical sales funnel, you’ll that’s not new. To move from awareness to consideration you need engagement.

AWARENESS

CONSIDERATION

CONVERSIONReach

EngagmentDecision

THETOOLS

• CONTENT• NATIVE ADS• PROGRAMMATIC MEDIA• INFLUENCE

• CONTENT• NATIVE ADS• PROGRAMMATIC MEDIA• INFLUENCE

• CREATIVITY• DATA• CONSUMER CENTERED

MONITORING

• CONTENT• NATIVE ADS• PROGRAMMATIC MEDIA• INFLUENCE

• CREATIVITY• DATA• CONSUMER CENTERED

MONITORING

• SITE VISITS• POS VISITS• ACQUISITION• BUY

• CONTENT• NATIVE ADS• PROGRAMMATIC MEDIA• INFLUENCE

• CREATIVITY• DATA• CONSUMER CENTERED

MONITORING

• SITE VISITS• POS VISITS• ACQUISITION• BUY

• BUZZ• SCRM

THEPATH

UNDERSTANDYOURSALESFUNNELWhat motivates your shoppers to move from digital content to checkout?

OPTIMIZEYOURCONVERSIONPATHHelp people to help your business.

PROGRAMMATIC MEDIA IS A GREAT WAY TO GENERATE FLOW ADVERTISING.

Optimize your

ConverSionpathSees the new car ad on TV

Starts tosearch about

the carStarts to

search prices

Decides towait and

maybe travelthis month

Searches carfeatures andprice again

Buys the car

Media about features on sites

about cars

Media about POS on news

portal/Facebook

Media about offer on travel

sites

Programmatic media based on individual needsand not media channel profile.

KNOWCONTENTCONVERSIONProvide stories to create a relationship with customers.

NURTUREDIGITALLEADAnd do that differently, probably one by one.

The 4Ps

REVISITED

MEASUREYOURRESULTSThere is often a disconnection between goals and metrics.

WITHOUT DATA, YOU’RE JUST A PERSON WITH AN OPINION.

W. EDWARDS DEMING

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