“ Digital Media has levelled the playing field, opening doors to anyone to have immediate and unlimited access to an audience. But content must evolve with the platform.” Mark Pedowitz, President ABC Studios. Creating a dialogue
Loyalty loop MOMENT OF PURCHASE INITIAL CONSIDERATION SET Active Evaluation Post Purchase Experience Trigger On-going Exposure Information Gathering and shopping around 1. The consumer considers an initial set of brands based on perceptions and exposure to touch points 2. Consumers add or subtract brands as they evaluate what they want 3. Ultimately the consumer selects a brand 4. After purchase the consumer builds expectations based on experience to inform themselves for the next decision journey.
Speed, Depth, and Dialogue along the customer journey “ ”
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Post messages Reply to other users Respond to direct messages Twitter Monitor search terms for leads and reputation Post new videos YouTube (& video sites) Monitor comments Submit posts Check popularity of content Digg & Delicious ( and bookmarking sites) Browse popular stories for ideas and trends Blog Post new entries regularly Check statistics for growth & traffic spikes Moderate comments Respond to comments Review other industry blogs Post new photos Monitor and respond to comments Review group submissions Submit photos to other groups Monitor “Explore “ page for creative ideas Check for reviews & content Respond to all reviews ( positive & negative) Encourage happy guests to review Flickr (& photo sites) Trip Advisor (& review sites) SOCIAL MEDIA MAINTENANCE
CUSTOMER VALUE LESS ACQUISITION/ RETENTION COSTS = LIFETIME VALUE TRANSACTION VALUE NETWORK VALUE <ul><li>FREQUENCY </li></ul><ul><li>TRANSACTION SIZE </li></ul><ul><li>CUSTOMER CHURN RATE </li></ul>TOTAL SUM OF REFERRAL VALUES FROM ORIGINAL CUSTOMER BASE LIFETIME VALUE EQUATION
1. Out of clutter, find simplicity. 2. From discord, find harmony. 3. In the middle of difficulty lies opportunity. Albert Einstein
Thank you. For further information about maximizing your customer contact email Garry Titterton on: [email_address] or click onto www.ip-seo.com or www.creative-mindset.com
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