On October 23rd, 2014, we updated our
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Customers “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg For communities, read customers. The opportunity lies where ‘new media’ meets traditional. But we’ve been calling it ‘new media’ for 10 years. What are you doing now and where will your customers be next week?
The stats Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
They are 41% more likely to recommend a company.
28% more likely to continue using them in the future.
Fans are worth on average $136.38 to a business and spend $71.84 more per year.
Search + Social Media increases CTR by 94 percent. (GroupM and comScore)
The way we were It’s all about search, paid and natural. And conversion. And maybe a follow-up email. Done. ‘traditional’ media = + +
The way we should be now Now social influence during the search and research phase is more important than ever... = + +
The way we need to be
Remember the basics Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity. ‘Traditional’ approach:
Traffic – keyword to landing page
User experience – from calls-to-action to form usability
Conversion, retention, rinse, repeat...
The basics combined
The basics+ Enhance all of the above by knowing your customers.
Who are they?
Where are they?
What are they talking about?
The answer still lies in social media, but search & social are increasingly mobile. Crucially, once we’ve answered the above questions...
People haven’t changed the way they are fundamentally, they are just more technologically enabled.
Mobile Make sure your website works on a mobile. Mobile search Mobile commerce
This is not an ambush
Mobile Mobile shouldn’t remove the opportunity to consultatively sell. There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services. Mobile should
highlight your products,
emphasise your service
enable the user
to reserve & collect
to find store locations
Mobile is a new channel, not a replacement.
Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
Mobile search & ads Mobile ad spend rose 116% in 2010 fo £83m There are 3 types of specific mobile advertising:
Search Ads - similar to traditional search ads but have some additional features.
Web Display Ads – Display banner and text ads shown across the network. Either optimised for mobile pages or shown on desktop sites via high end devices like the iPhone.
App Display Ads – These ads are shown across a range of apps E.G. Google Maps, Shazam
Mobile search extras Location Extension Click to Call Extension Click to Download App
Mobile targeting As with any mobile or social activity, this is not instead of the basics, this is a new route to market.
So what? Just a website isn’t a strategy.
So what? Just visitors will not keep you in business
So what? Just social networking is all talk and no trousers
So sell Social commerce Mobile commerce
Significant % of overall sales within days of launch
Anyspacedirect.co.uk New technology Brand building New sales channel
The point Engaging your customers via the most effective means.
Social change Social commerce – e-commerce through social networks Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there) Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.
The power of advocacy
Social commerce The socialisation of your brand drives business
Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
Social commerce Shopping via Facebook Shopping in Facebook The phasing out of FBML, the phasing in of iframes. People are happy with the ‘security’ of Facebook.
Truly social commerce ‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’
Off(line) and on again
Open social discovery Facebook Connect Share on Twitter Then aggregate...
Social curation Buzz monitoring combined with reviews Quant plus Qual Trusted / respected source of opinion
What next? By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers* Web 2.0 was when the consumer started creating instead of just consuming. Now we can influence brands; we have (some) control.. Next step: "sensor-driven collective intelligence“** The final disappearance of the boundary between "life online" and "real life", between the physical and the virtual. Oh, and Twitter advertising is coming to the UK. *Professor Manuel Castells – Digital Obama Architect **Tim O-Reilly “We fear change.”