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Social Media Club
Customer Decision Journeys and Social CRM
Steve Dimakis 20 November 2013
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About GSL Promotus
GSL Promotus
• New Zealand’s newest advertising agency
• The merger of two of the longest standing and most successful independent agencies in Wellington.
• GSL Promotus has a passion for Social Media and how it can facilitate brands being more customer centric.
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About Me
A brief history
• Worked in ad industry since 1999
• Agency, media supplier and client side
• Started learning everything I could about Social Media so I could disprove its worth…
• …that changed really quickly!!!
• Some clients I have worked on:
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About Me
What good social media strategy is to me…
Using a network of channels aligned to customer decision journeys
that house discoverable, searchable and shareable content that;
adds value, solves problems or entertains so as to; inform, interact
and transact with a very well targeted audience for the purposes of
achieving a business objective.
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The New Customer Decision Journey
Aligning Marketing Efforts & Touch Points
Social CRM
McKinsey & Company
What We Will Cover Today
The New Customer Decision Journey
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Purchase Funnel
Customer Decision Journey
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The way in which consumers are researching & buying is changing
• New technology
• Consumer empowerment
From relying on advertising to reaching out to understand their options
• Family & Friends
• Blogs
• The interweb
Change
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Purchase Funnel
Customer Decision Journey
Our current environment
1. Not a linear process
2. Not wide to narrow
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The New Customer Decision Journey
Aligning Marketing Efforts & Touch Points
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Understanding the importance of both brand driven and consumer driven touch points
Brand Driven Touch Points
(Advertising, Content, Information)
Consumer Driven Touch Points
(Seeking advice from friends & family, reviews)
Consumers get their information about you from both sets of touch points
Aligning Marketing Efforts & Touch Points
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Aligning marketing efforts to how consumers are researching and buying• Discoverable, searchable, shareable content
The risks of not doing this
1. Wasting money
2. Alienating consumers
Areas of consideration for alignment
3. Where marketing priorities are set
4. Messaging – Targeting messages beyond the initial consideration
5. Consumer driven vehicles – Making it easy for consumers to learn how to use products
6. In store – brand choice often made in store.
7. Seamless brand experience across CDJ
Aligning Marketing Efforts & Touch Points
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It starts with ongoing exposure
The New Customer Decision Journey
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Then there is a trigger
The New Customer Decision Journey
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The New Customer Decision Journey
McKinsey & Company
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Initial Consideration Set
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing EffortsSocial media has a significant part to play in active research to ensure your content is discovered allowing you to be part of the consideration set
Discoverable Searchable Shareable
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Consideration Set From Active Research
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing Efforts
Searchable social content is extremely important here and social media has an impact on SEO and SEM
Discoverable Searchable Shareable
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Selection Made
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing Efforts
Discoverable Searchable Shareable
Social media has a very obvious part to play in facilitaitng Sharing about the experience post-purchase
Fostering loyalty is one of social media’s biggest strengths if it executed properly and the content being shared as part of your brand driven touch points is well thought out
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Active or Passive Loyalty
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1. Consideration
Narrow list of brands
2. Active Evaluation
Increase the number of brands considered
Intent on purchasing
Actively researching
Paying more attention to advertising
3. Closure
Deciding which brand to buy
4. Post Purchase Experience & Loyalty Loop
Active
Passive
The New Customer Decision Journey
Social CRM
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'Practicality Plateau' of social media
Social media is present throughout the customer decision journey.
Using Social CRM tactics will provide you with the data you need to further leverage your aligned marketing efforts to actively retain, grow and build your customer base.
Social CRM
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There are over 115,000 unique pieces of data you can find out about your consumers
These are things like: Check Ins Likes Demographic Data Products bought Friends Friends Demographic Data Friends' likes Products wanted
Social CRM
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Some Facebook tools:
Use Facebook Connect for logging into your site so you can collect data
Display trending activity on your site by using the data that comes out of Facebook Connect
Foster social recommendation by using ads with social proof - like brand follower, app user etc
Use Facebook Exchange to retarget your anonymous browsers
Use Facebook Custom Audiences and Lookalikes to campaign to existing customers and acquire new ones that fit your customer mold.
Social CRM
Key Takeaways
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Align your marketing efforts to your consumers’ decision journey
Use a mixture of brand driven and consumer driven touch points
Create content that adds value, solves problems and/or entertains
Segment your audience into even more target sub-sets
Place your content where it is discoverable, searchable and shareable
Align your content and channels so consumers can use them to inform,
interact and transact with you
Use social media strategies and tactics to achieve business goals
Key Takeaways
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