Influencing the Buying Process Through Social Media

Extended process due to information available on the social web The Process

Stage one Consumer thought processes I need a new widget, or I want a widget Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information Brand social media activity
Brand exposure and awareness through creative and
engaging relationship-building activity
Non-sales led approach
Channels include Facebook, Twitter, YouTube, LinkedIn
and Flickr

Stage two Consumer thought processes I need a new widget, or I want a widget Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information Brand social media activity
Brand exposure and awareness through creative and
engaging relationship-building activity
Non-sales led approach
Channels include Facebook, Twitter, YouTube, LinkedIn and Flickr
Consumer thought processes
What are my choices?
Do my friends/networks have any recommendations?
What are the specific advantages of each of my options?
Consumer actions Active research such as asking friends/networks, reading reviews, researching product/service issues, evaluating emotional measures Brand social media activity
Push product/service information to influence opinions
Driving positive feedback into the loop
Information (not sales)-led approach
Channels include blogs, review sites, forums, Twitter and
Facebook

Stage three Consumer thought processes
Am I making the right choice?
Have I considered all the variables?
What do my friends/network feel about my choice?
What do my emotions say?
Consumer actions Seeking validation and investigating credibility Brand social media activity
Harness the extended consideration phase and the
power of recommendations and advocates using positive
feedback across all channels

Stage four Consumer thought processes
Does the product/service live up to my expectations?
What is the customer service like?
Consumer actions Cognitive dissonance and evaluating the emotional and tangible elements through further validation Brand social media activity
Offer effective and efficient customer support and
service
Twitter is the ideal channel, to a lesser extent Facebook

Stage five Consumer thought processes
Would I recommend it to others?
What would I improve?
Shall I tell others about it?
Consumer actions Leave information on review sites and post updates across social networks Brand social media activity
Monitor brand/product mentions
Thank, re-post/re-use positive mentions
Address negative mentions (where appropriate)

Drive brand awareness via non-sales led creative initiatives that build affinity Feed positive product/service information into the social web to inform consumers during research Utilise brand advocates to influence opinions and make recommendations Provide effective and efficient customer support and service Monitor brand/product mentions, utilise positive mentions and address negative mentions Summary

http://www.thesocialweb.co.uk	11549
http://www.bottlepr.co.uk	650
http://socialmediatoday.com	243
http://translate.googleusercontent.com	16
http://bottlepr.websiteelements.co.uk	8
http://admin.totalmarketing.com	2
http://www.google.com	2
http://paper.li	2
url_unknown	2
http://www.guardian.co.uk	1
http://feeds.feedburner.com	1
http://localhost:3480	1
http://us-w1.rockmelt.com	1
http://webcache.googleusercontent.com	1

Influencing the Buying Process Through Social Media

by BOTTLE PR on Feb 10, 2011

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Influencing the Buying Process Through Social Media — Presentation Transcript