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Influencing the Buying Process Through Social Media
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Influencing the Buying Process Through Social Media

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A model that enables brands to effectively engage consumers online throughout the entire buying process, no matter at what stage in that process they may be.

A model that enables brands to effectively engage consumers online throughout the entire buying process, no matter at what stage in that process they may be.

Published in: Business, Technology

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  • 1. Influencing the Buying Process Through Social Media
  • 2. Extended process due to information available on the social web The Process
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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)
  • 8. 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