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@KarlHavard
The Impact of #SocialMedia on the Consumer Journey:
@KarlHavard
Saturday, 4 February 12
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@KarlHavard
It’s people interacting with each other, online and on the move
It’s people choosing to get closer to things that interest them...•Hobbies•Sports•Brands•Celebrities•Other people
What is “Social Media”?
Saturday, 4 February 12
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@KarlHavard
“Customers who engage with companies over social media are more loyal”
“they spend up to 40 percent more with those companies than other customers.”
Saturday, 4 February 12
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@KarlHavard
“Customers who engage with companies over social media are more loyal”
“they spend up to 40 percent more with those companies than other customers.”
iPad conversions are 3.82% compared to 1.9% for desktop
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
Technology is changing behaviour
Saturday, 4 February 12
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@KarlHavard
Technology is changing behaviour
Saturday, 4 February 12
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@KarlHavard
The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Saturday, 4 February 12
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@KarlHavard
The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Immediacy
Make it Easy
Mobility
Identity
“Influence”
Accessibility
Connectivity
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Influence Line
Saturday, 4 February 12
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@KarlHavard
Influences: Putting people into the consumer journey
Saturday, 4 February 12
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@KarlHavard
Influences: Putting people into the consumer journey
Saturday, 4 February 12
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@KarlHavard
The Paradox of Choice: Where, When, What & Who
Saturday, 4 February 12
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@KarlHavard
The Paradox of Choice: Where, When, What & Who
Saturday, 4 February 12
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@KarlHavard
New Journey: The Zero Moment of truth
Saturday, 4 February 12
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@KarlHavard
New Journey: The Zero Moment of truth
Saturday, 4 February 12
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@KarlHavard
Most Common ZMOT Behaviour
Saturday, 4 February 12
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@KarlHavard
Different Perspectives
Brand View Consumer View
Awareness
Interest
Consideration
Conversion
Awareness
Interest
Consideration
Conversion
Experience
Food Service Ambience
Wait Value ClienteleSaturday, 4 February 12
Saturday, 4 February 12
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@KarlHavard
v Paid Search
Saturday, 4 February 12
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@KarlHavard
v Paid Search
Activity YouTube Paid Search
Bounce Rate 31% 28%
New Visits 61% 60%
Av’ Pages per Visit
5.89 3.83
Dwell Time 6:06 3:49
Configurator Completions
27% 2%
Saturday, 4 February 12
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@KarlHavard
Summary
Saturday, 4 February 12
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@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”– Amplify Advocacy to create awareness, consideration and
conversion
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”– Amplify Advocacy to create awareness, consideration and
conversion
§ Practically...start by socially profiling your email database– Understand the mix
– Listen
– Keep an eye on influence
Saturday, 4 February 12
@
@KarlHavard
Thank YouKarl HavardChief Strategy OfficerWunderman, WPPhttp://wunderman.co.uk
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
Saturday, 4 February 12