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CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"

CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"

Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel


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    CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT? CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT? Presentation Transcript

    • IS SOCIAL MEDIA THE ALMIGHTY CONSUMER  TOUCHPOINT? Brought to you by: May 2010
    • WHO IS CRMMETRIX? CRM Metrix is a digital strategy company that helps brands develop effective  digital marketing strategies & measure/optimize digital marketing ROI  Brand Websites Word of Mouth Word of Mouth eCommerce Microsites Social Media Ad Tracking Internet Ads Online Videos Online Videos 2
    • Solutions/Consulting To…. 1) Measure Digital Marketing Performance ROI Brand websites, ecommerce, social media, online ads, widgets, micro sites, online sponsorships, etc. Unique feature that evaluates on the basis of integrating behavioral with attitudinal survey response.  2)   Usability Research Solutions Website benchmarking, click tracking, click heat mapping, task usability analysis, eye tracking, etc.  3)   Digital Marketing Optimization Solutions Develop content strategies, creative strategies, enhance user experience, screen & optimize concepts. 4)   Media Mix Analysis 4) Media Mix Analysis Analysis of integrated marketing analysis (offline & online). SiteCRM™ 6D Campaign. Ability to tie engagement to claimed / actual sales. 5)   Planning Insights to Develop Digital Strategies 5) Pl i I i ht t D l Di it l St t i TOB™ ‐ Target Online Behavior Receptivity, Influencer ID™ ‐ Factors that drive Word of Mouth, etc. 6)   Digital CRM Marketing Solutions 6) Digital CRM Marketing Solutions Influencer CRM™ ‐ Kick start Won campaign, Response Targeting – Stay connected
    • State of Affairs Today ‐ INTEGRATED MEDIA MIX Consumers have to navigate ever‐increasing levels of channel dispersion and brand  message clutter in order to make a purchase decision.  Brand Website Prior Brand Usage Banner Ad TV AD Paid Search Consumer Recommendations Natural Search Print Media Online Online Sponsorship Point Of Purchase Offline Email Packaging Social Media Sponsorships Mobile Radio Press Releases Press Releases Outdoor Ads Outdoor Ads CRMMETRIX ‐ CROP 4
    • Our Clients Bring g Method To Madness 5
    • CHALLENGES FACING MARKETERS What’s keeping you up late at night? We’d love to over a modeled solution, but... ‣ How to keep up with an ever changing media  landscape? ‣ How to optimize investments to maximize returns? ‣ Whi h Which media should be given priority? di h ld b i i it ? ‣ How should I allocate time and resources to each media  based on their contribution? based on their contribution? ‣ What integrated media strategies can provide an  p optimal connection with consumers? CRMMETRIX ‐ CROP 6
    • We Set Out to Determine from a  Consumer’s Point of View What  Media Touch Points Are Important  Media Touch Points Are Important for Them The 2010 Media Touch Point  Study 7
    • RESEARCH REVIEW
    • TOUCHPOINTS We have data hot off the presses • 1,000 in the United States and 1,250 in Canada (500 Quebec) • 12 product categories • 18 media touchpoints • 35 social values questions • Media habits • Brand preferences CRMMETRIX ‐ CROP 9
    • THE MATRIX OF INFORMATION CATEGORIES AUTOMOTIVE LUXURY GOODS FINANCIAL SERVICES HOME IMPROVEMENT ELECTRONICS HOUSEHOLD APPLIANCES APPAREL HOUSEHOLD CLEANING WOMEN’S CARE MEN’S CARE FOOD PHARMACY MEDIA TOUCHPOINTS TV ADS BRAND WEBSITES ONLINE VIDEOS MAGAZINE ADS INTERNET ADS CELEBRITY ENDORSEMENT NEWSPAPER ADS EMAIL PROFESSIONAL ADVICE RADIO ADS BLOGS FRIEND / FAMILY ADVICE INFOMERCIALS FACEBOOK IN STORE FLYERS OUTDOOR ADS OUTDOOR ADS TWITTER IN STORE DISPLAY / DEMO IN STORE DISPLAY / DEMO METRICS PURCHASE INFLUENCE PURCHASE INFLUENCE TRUSTWORTHY PRE‐PURCHASE RESEARCH PRE‐PURCHASE RESEARCH RELATIONSHIP BUILDING RELATIONSHIP BUILDING CRMMETRIX ‐ CROP 10
    • PURCHASE INFLUENCE The Influencers
    • ALMIGHTY TOUCHPOINTS Touchpoints selected as top 3 most influential in making a purchase decision purchase influence friend instore display professional instore flyers TV ADTV AD BRAND WEBSITE paid influence online influence offline influence TV AD TV AD BRAND WEBSITE BRAND WEBSITE friends BRAND WEBSITE internet ad TV AD newspaper email In store display CRMMETRIX ‐ CROP 12
    • DURABLES Touchpoints selected as top 3 most influential in making a purchase decision HOUSEHOLD  FINANCIAL  Rank LUXURY GOODS Auto electronics home improvement APPLIANCES SERVICES 1 friend friend friend friend friend professional 2 TV AD instore flyers professional instore display instore display friend 3 instore display instore display instore display professional instore flyers instore display 4 instore flyers TV AD BRAND WEBSITE BRAND WEBSITE TV AD instore flyers 5 professional newspaper TV AD instore flyers professional TV AD 6 magazine professional instore flyers TV AD newspaper BRAND WEBSITE 7 newspaper magazine newspaper newspaper magazine newspaper 8 BRAND WEBSITE BRAND WEBSITE Internet ad magazine BRAND WEBSITE magazine 9 Radio Radio magazine Internet ad Internet ad Internet ad Internet ad Infomercials 10 Infomercials Internet ad blogs Infomercials email Internet ad 11 Internet ad outdoor Infomercials Radio Radio Radio 12 blogs blogs Online video Online video Infomercials blogs 13 email Infomercials Radio blogs outdoor email 14 celebrity email email outdoor celebrity Online video 15 twitter celebrity facebook email blogs outdoor 16 Online video Online video celebrity facebook Online video celebrity 17 facebook facebook outdoor celebrity facebook twitter 18 outdoor td twitter t itt twitter t itt twitter t itt twitter t itt facebook f b k CRMMETRIX ‐ CROP 13
    • NON‐DURABLES Touchpoints selected as top 3 most influential in making a purchase decision HOUSEHOLD  Rank Apparel feminine care MEN’S CARE food PHARMACY CLEANING 1 friend friend friend friend instore display friend 2 instore display instore display professional professional instore flyers professional 3 instore flyers professional TV AD TV AD friend TV AD 4 TV AD instore flyers BRAND WEBSITE instore display TV AD BRAND WEBSITE 5 professional TV AD instore display instore flyers magazine instore display 6 newspaper newspaper newspaper magazine BRAND WEBSITE newspaper 7 BRAND WEBSITE BRAND WEBSITE Internet ad newspaper newspaper magazine 8 magazine magazine instore flyers BRAND WEBSITE professional Internet ad 9 Internet ad Internet ad Radio magazine Infomercials Internet ad Internet ad instore flyers instore flyers 10 Infomercials Internet ad email Internet ad email Radio 11 email Online video Radio celebrity Radio blogs 12 Radio Infomercials Infomercials Online video celebrity Infomercials 13 blogs email blogs email blogs Online video 14 outdoor blogs outdoor Radio outdoor outdoor 15 facebook celebrity Online video blogs Infomercials email 16 celebrity outdoor celebrity facebook Online video celebrity 17 twitter facebook twitter outdoor facebook facebook 18 Online video O li id twitter t itt facebook f b k twitter t itt twitter t itt twitter t itt CRMMETRIX ‐ CROP 14
    • TRUST The Trust Builders
    • ALMIGHTY TOUCHPOINTS Touchpoints selected as most trustworthy trustworthy friend professional instore display BRAND WEBSITE instore flyers TV AD paid trust online trust offline trust BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE friends TV AD internet ad professionals newspaper email instore displays CRMMETRIX ‐ CROP 16
    • DURABLES Touchpoints selected as most trustworthy HOUSEHOLD  LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement APPLIANCES friend friend friend friend friend professional professional instore display professional professional professional friend instore display professional instore display instore display instore display instore display instore flyers instore flyers BRAND WEBSITE BRAND WEBSITE instore flyers BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE instore flyers instore flyers BRAND WEBSITE instore flyers TV AD TV AD TV AD TV AD TV AD TV AD magazine newspaper newspaper newspaper magazine newspaper newspaper magazine magazine magazine newspaper magazine Infomercials Radio Radio Radio Radio Radio Radio Internet ad email email outdoor Internet ad Internet ad email Internet ad Infomercials Internet ad email Online video Infomercials blogs Internet ad email Infomercials email outdoor Infomercials Online video Infomercials blogs outdoor Online video Online video outdoor Online video Online video blogs blogs outdoor blogs blogs outdoor celebrity facebook facebook celebrity celebrity facebook facebook celebrity celebrity facebook twitter celebrity twitter t itt twitter t itt twitter t itt twitter t itt facebook f b k twitter t itt CRMMETRIX ‐ CROP 17
    • NON‐DURABLES Touchpoints selected as most trustworthy HOUSEHOLD  Apparel feminine care MEN’S CARE food PHARMACY CLEANING friend friend friend friend friend friend professional professional professional professional instore display professional instore display instore display BRAND WEBSITE instore display professional instore display instore flyers instore flyers instore display instore flyers instore flyers BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE TV AD BRAND WEBSITE BRAND WEBSITE newspaper newspaper TV AD instore flyers TV AD TV AD TV AD TV AD newspaper newspaper magazine newspaper instore flyers magazine magazine magazine newspaper magazine magazine Radio Radio email Radio Radio Radio email Internet ad Radio Internet ad email Internet ad Infomercials Infomercials Internet ad email Internet ad blogs Internet ad outdoor blogs Infomercials outdoor Online video Online video Online video Infomercials outdoor Infomercials Infomercials outdoor email Online video blogs Online video outdoor blogs blogs outdoor Online video blogs email facebook facebook facebook facebook celebrity facebook celebrity twitter twitter celebrity facebook twitter twitter t itt celebrity l b it celebrity l b it twitter t itt twitter t itt celebrity l b it CRMMETRIX ‐ CROP 18
    • PRE‐PURCHASE RESEARCH The Research Tool
    • ALMIGHTY TOUCHPOINTS Touchpoints selected as best for pre‐purchase research research BRAND WEBSITE instore display instore flyers TV AD magazine newspaper paid research online research offline research BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE instore display instore display TV AD internet ad instore flyers magazine online video TV AD CRMMETRIX ‐ CROP 20
    • DURABLES Touchpoints selected as best for pre‐purchase research HOUSEHOLD  LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement APPLIANCES BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE magazine instore flyers instore display TV AD instore display newspaper TV AD TV AD instore flyers instore display magazine instore flyers instore display instore display magazine newspaper instore flyers instore display instore flyers magazine TV AD instore flyers Internet ad magazine newspaper newspaper Internet ad magazine TV AD TV AD Internet ad Internet ad newspaper Internet ad Infomercials professional Radio friend Infomercials professional email Internet ad email Online video Online video Online video Online video friend friend friend Infomercials Radio professional Online video newspaper email Online video Infomercials friend Infomercials Online video Infomercials friend email Radio email professional Radio outdoor professional email Radio blogs Online video professional blogs blogs blogs Radio blogs blogs outdoor outdoor outdoor outdoor outdoor celebrity facebook facebook celebrity facebook twitter facebook celebrity celebrity facebook twitter celebrity twitter t itt twitter t itt twitter t itt twitter t itt celebrity l b it facebook f b k CRMMETRIX ‐ CROP 21
    • NON‐DURABLES Touchpoints selected as best for pre‐purchase research HOUSEHOLD  Apparel feminine care MEN’S CARE food PHARMACY CLEANING BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE TV AD instore flyers newspaper magazine magazine TV AD instore display instore display magazine instore display TV AD instore display magazine TV AD TV AD TV AD instore display magazine newspaper magazine Internet ad newspaper instore flyers newspaper instore flyers newspaper professional instore flyers Internet ad Online video Internet ad professional instore display friend newspaper professional Infomercials Internet ad email Internet ad friend instore flyers friend Online video Online video instore flyers instore flyers Infomercials Infomercials Internet ad Internet ad Online video friend friend Online video email friend email Infomercials Infomercials email Online video Infomercials professional email Online video professional Radio email Radio Radio Radio Radio outdoor Radio blogs blogs blogs blogs professional outdoor outdoor outdoor outdoor outdoor blogs blogs twitter facebook facebook facebook celebrity facebook facebook celebrity twitter celebrity facebook celebrity celebrity l b it twitter t itt celebrity l b it twitter t itt twitter t itt twitter t itt CRMMETRIX ‐ CROP 22
    • CRM PLATFORM The Relationship Builders
    • ALMIGHTY TOUCHPOINTS Touchpoints selected as best to build relationships relationship BRAND WEBSITE instore display celebrity facebook TV AD twitter paid relationship online relationship offline relationship BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE instore display instore display celebrity facebook TV AD TV AD twitter professional CRMMETRIX ‐ CROP 24
    • DURABLES Touchpoints selected as best to build relationships HOUSEHOLD  LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement APPLIANCES instore display instore display BRAND WEBSITE BRAND WEBSITE celebrity BRAND WEBSITE facebook BRAND WEBSITE instore display instore display BRAND WEBSITE instore display blogs facebook twitter blogs instore display professional TV AD celebrity celebrity facebook facebook facebook twitter twitter facebook celebrity TV AD celebrity celebrity TV AD email twitter twitter twitter magazine email professional TV AD email blogs BRAND WEBSITE outdoor TV AD professional outdoor TV AD email instore flyers instore flyers blogs email blogs magazine instore flyers blogs outdoor magazine professional outdoor Internet ad Radio instore flyers instore flyers magazine email outdoor Internet ad Radio Infomercials Internet ad Online video Online video magazine Infomercials outdoor friend instore flyers professional friend Internet ad Radio instore flyers Radio newspaper Online video magazine friend newspaper friend Radio newspaper Online video Internet ad Infomercials Internet ad Infomercials professional newspaper Online video Radio newspaper friend fi d Infomercials I f i l friend fi d newspaper Online video O li id Infomercials I f i l CRMMETRIX ‐ CROP 25
    • NON‐DURABLES Touchpoints selected as best to build relationships HOUSEHOLD  Apparel feminine care MEN’S CARE food PHARMACY CLEANING instore display instore display twitter instore display BRAND WEBSITE instore display celebrity celebrity celebrity celebrity instore display BRAND WEBSITE facebook BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE celebrity facebook BRAND WEBSITE facebook facebook facebook facebook celebrity twitter professional professional TV AD TV AD TV AD TV AD twitter TV AD twitter email twitter blogs Radio blogs magazine blogs professional outdoor email instore display email twitter blogs instore flyers instore flyers TV AD TV AD email blogs magazine email professional Internet ad Online video professional instore flyers newspaper email Online video outdoor friend outdoor outdoor Radio instore flyers Radio Radio Radio Radio magazine magazine Internet ad Infomercials Online video Internet ad newspaper newspaper magazine Internet ad professional magazine Internet ad outdoor newspaper outdoor newspaper Online video Online video blogs Infomercials instore flyers friend friend Infomercials Infomercials friend Online video Internet ad Infomercials friend fi d friend fi d instore flyers i t fl newspaper Infomercials I f i l instore fl i t flyers CRMMETRIX ‐ CROP 26
    • STRATEGIC IMPLICATIONS
    • THE ALMIGHTY TOUCHPOINTS Different media touchpoints play different roles The Influencers The Trust Builders TOP MEDIA TOP MEDIA friend friend instore display professional professional instore display instore flyers BRAND WEBSITE TV AD instore flyers BRAND WEBSITE TV AD The Research Tool The Relationship Builder TOP MEDIA top media BRAND WEBSITE BRAND WEBSITE instore display instore display instore flyers celebrity TV AD facebook magazine TV AD newspaper twitter CRMMETRIX ‐ CROP 28
    • PRIORITIZED INTEGRATED TOUCHPOINTS Common media across all 4 dimensions are TV AD BRAND WEBSITE BRAND WEBSITE IN STORE DISPLAY CRMMETRIX ‐ CROP 29
    • THE KING OF ONLINE BRAND WEBSITE CRMMETRIX ‐ CROP 30
    • WHAT IS THE OPTIMAL INTEGRATION? The Allocation Model Time Focus on These Touch Points ROI Resources Friends (WOM) Brand Website TV AD TV AD Capital In Store Display CRMMETRIX ‐ CROP 31
    • Next Designing the next generation consumer  Designing the next generation consumer connection model based on the learning’s of  the media touch point study the media touch point study 32
    • COULD THIS BE THE NEXT MARKETING MODEL? Brand Offline Online TV Blogs Radio Brand Social Networks Print Website Micro‐Sites Outdoor Online Ads Forums Engagement Strategy Reach Strategy CRMMETRIX ‐ CROP 33
    • STRATEGIC BLUEPRINT Why? Could this be the  ‘New Marketing’  model? CRMMETRIX ‐ CROP 34
    • A SIMPLE FORMULA FOR THE FUTURE HIGH REACH Design a marketing  + HIGH ATTENTION system that can  t th t perform on all levels! + HIGH ENGAGEMENT Let’s see which medias  L t’ hi h di = CUSTOMERS have the potential... CRMMETRIX ‐ CROP 35
    • A SIMPLE FORMULA FOR THE FUTURE ement Brand  BRAND  WEBSITE High Engage WOM Review Sites Email ? Blogs Low Reach High Reach Print Social  Networks gement Online Ads TV Ad Low Engag Outdoor CRMMETRIX ‐ CROP 36
    • A SIMPLE FORMULA FOR THE FUTURE ement Brand  BRAND  WEBSITE High Engage Review Sites Email WOM Blogs Bl Low Attention High Attention Print Online Ads Social  gement Networks TV Ad Low Engag Outdoor CRMMETRIX ‐ CROP 37
    • END GAME HIGH REACH The BRAND WEBSITE can  + HIGH ATTENTION excel on all three critical  l ll h l components. + HIGH ENGAGEMENT = CUSTOMERS CRMMETRIX ‐ CROP 38
    • END GAME This? is why we could be  y looking at as the  ‘New Marketing’  model? CRMMETRIX ‐ CROP 39
    • SOCIAL MEDIA  IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT? Yes  ‐ One of Them In the form of  Recommendation from friends & family In the form of ‘Recommendation from friends & family’ WOM 40
    • A C E ASSESS COMPREHEND ENGAGE A Web Analytics Model
    • THE ACE PROGRAM The ACE model is a web analytic concept that drives the development of great  digital marketing strategies powered by ‘Voice of the Customer’ Assess A Evaluate the content, configuration and conviviality of your web presence  among the largest definition of your online audience.  among the largest definition of your online audience Comprehend C Among a sample of your  assessors ask attitudinal and values driven Among a sample of your “assessors” ask attitudinal and values driven  questions designed to provide a deeper understanding of your audience and  how they cluster into distinct segments. Engage E Engage with consumers to acquire & build loyalty. CRMMETRIX ‐ CROP 42
    • THANK YOU It has been a great pleasure! Q &  Q &A CRMMETRIX ‐ CROP
    • CONTACT US Feel free to connect with any of our digital marketing experts... • To measure digital marketing performance ROITo Optimize digital To measure digital marketing performance ROITo Optimize digital  marketing strategiesTo develop a digital marketing strategyTo explore  the possibilities of social media marketingTo develop online personasTo  understand your target online behaviors Hemen Patel l CRM Metrix, Inc. Tel: 201.617.9889 hpatel@crmmetrix com hpatel@crmmetrix.com 44
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