Social content and the consumer decision journey
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We discuss all forms of social media content-- and how to start and leverage conversations in your overall search/social content strategy.

We discuss all forms of social media content-- and how to start and leverage conversations in your overall search/social content strategy.

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Social content and the consumer decision journey Presentation Transcript

  • 1. Social Content and the Consumer Decision Journey Patrick Berzai director of account management One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 2. “The single biggest problem in communication is the illusion that it has taken place.” --George Bernard Shaw 617 . 206 . 3040 www.brafton.com
  • 3. Agenda Social for Business How Social Content Affects the Online Buying Journey Resourcing Resources 617 . 206 . 3040 www.brafton.com
  • 4. Social For Business One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 5. Business Challenge What makes buy 617 . 206 . 3040 ? www.brafton.com
  • 6. Social Content While a priority can be given to drive traffic to your main web property, buying decisions are made over a long time. The priority is still delivering: 1. The right message 2. To the right viewer 3. At the right time 617 . 206 . 3040 www.brafton.com
  • 7. Business Goals for Social Media Goals for Social Media are to: 1. Foster ‘many to many’ conversations in a community 2. Brand authority and personality—people view brands on social as ‘people’ 3. Drive traffic to intended web properties 4. Highlight the processes and successes of people who have been associated with your brand 5. Co-opt what people are talking about to insinuate your brand into their lives 617 . 206 . 3040 www.brafton.com
  • 8. A Reframe Clients may think it is frivolous to have a “Facebook Page”or their “Twitter feed.” It is important to stress that this is a brands’ “web property” or “web asset.” Just as they need to control the content on their main web property, they need to control the conversations on their social properties. 617 . 206 . 3040 www.brafton.com
  • 9. Social Properties and Signals in SERPs From a branded search of “Brafton” I am connected to this author through Google+ so his result shows up in the “News” in my SERPs Brafton Twitter page ranks Brafton LinkedIn page ranks 617 . 206 . 3040 www.brafton.com Google+ followers show up in a branded search for Brafton
  • 10. Social Media and the Consumer Decision Journey One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 11. Traditional Three Step Model It used to be that people would have a need for a product or service (the ‘stimulus’) and then check out the product on a shelf and then buy the product. 617 . 206 . 3040 www.brafton.com
  • 12. BRAND EVALUATION/LOYALTY: OLD The Purchase Funnel Prior to search, marketers assumed that consumers started with a large number of potential brands in mind and methodically winnowed their choices until they would decide which one to buy. 617 . 206 . 3040 After purchase, their relationship with the brand typically focused on the use of the product or service itself. www.brafton.com
  • 13. People Look to their Connections for Help What is the percentage of US online adults credit communication with people they know personally for helping them discover new brands, products, or services. 617 . 206 . 3040 www.brafton.com
  • 14. Ninety-four percent of those respondents actually purchased or tried a new brand or product after hearing about it through the grapevine. 617 . 206 . 3040 www.brafton.com
  • 15. THE (NEW) B2B PURCHASE FUNNEL 60% of a typical B2B purchasing decision (research, ranking, pricing, reviews, etc) is done before having a conversation with the supplier. Source: http://hbr.org/2012/07/the-end-of-solution-sales/ 617 . 206 . 3040 www.brafton.com
  • 16. THE (NEW) B2C PURCHASE FUNNEL 70% of a typical B2C purchasing decision is done before contacting a salesperson of visiting a store Source: Forbes 617 . 206 . 3040 www.brafton.com
  • 17. What Was Once a Message… Brand The void… 617 . 206 . 3040 www.brafton.com
  • 18. …is NOW a Conversation The best brand experiences are the ones that foster not only a brand to customer experience, but a brand to customer to client interaction, or ‘many to many’experience. Now brands can talk and listen to their potential and loyal customers, finding out valuable information like what interests them, how they like to talk (about their brand) and how they buy and user their pordcuts. 617 . 206 . 3040 www.brafton.com It is best not to think of social media as either B2B or B2C but of “P2P”—People to People.
  • 19. New Paradigm One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 20. New Mental Model Now, in the time between the ‘stimulus’ and the ‘first moment of truth’ is the ‘Zero Moment of Truth’ whereby people are researching products online, comparing prices, reviews, videos, tutorials, etc. And there is a lasting opportunity to for brands to remain in the front of brands AFTER purchase now (Second Moment of Truth) 617 . 206 . 3040 www.brafton.com
  • 21. ZMOT AND DECISIONS Savvy consumers are increasingly turning to online social interactions to check out ratings and reviews for opinions on products and services and searching what a brand’s Facebook Pages or Twitter account has for deals and insights as to what’s new. Consumers are also also using sites like YouTube and Vimeo to research howto videos or demos on how products are used. 617 . 206 . 3040 www.brafton.com
  • 22. The Purchase Funnel Re-imagined The Loyalty Loop New research shows that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open ended relationship with the brand, sharing their experience with it online, making the relationship closer resulting in repeat purchases. 617 . 206 . 3040 www.brafton.com
  • 23. Using the Loyalty Loop For Customer Acquisition One way that new customer acquisition can be improved by present client loyalty is in their social reputation on their social profiles. Studies show that prospects look at social properties to get reviews and discover how that brand is building a community, dealing with angry clients, and what sort of interaction is occurring on social properties 617 . 206 . 3040 www.brafton.com
  • 24. ANOTHER LOOK… Social media In 2012 44% of conusmers across industries visited a the social media site for a brand prior to purchase. 44% “Liked,” or followed a brand prior to purchase. 617 . 206 . 3040 www.brafton.com
  • 25. The Role of Social Media along CDJ This abstract shows how social properties can affect decisions and what sort of social behaviors brands would use at key times along the journey. 617 . 206 . 3040 www.brafton.com
  • 26. Social Media and SEO One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 27. 617 . 206 . 3040 http://www.brafton.com
  • 28. 617 . 206 . 3040 http://www.brafton.com
  • 29. SEO as a Search Behavior SEO traditionally has meant how to rank a website highest on Google. Over time, “Number 1 ranking” has changed on Google, as have the reasons for ranking. Some search behavior, such as online reputation searches, users will go up to eight pages deep to investigate your brand. The goal is to control the content on the sites that users see that influence their decision about your brand. 617 . 206 . 3040 www.brafton.com
  • 30. WHAT YOU WANT TO SAY WHAT INTERESTS THEM RELEVANCE 617 . 206 . 3040 http://www.brafton.com
  • 31. 80% believe shared content is more important for SEO than ever before Source: BrightEdge 617 . 206 . 3040 http://www.brafton.com
  • 32. Social Properties and Signals in SERPs From a branded search of “Brafton” I am connected to this author through Google+ so his result shows up in the “News” in my SERPs Brafton Twitter page ranks Brafton LinkedIn page ranks 617 . 206 . 3040 www.brafton.com Google+ followers show up in a branded search for Brafton
  • 33. Google+ Google+ is not a social network per se, but a search network. Google is constantly trying to make SERPs more relevant to intent, and part of that assumption is that those in your ‘circles’ or your friends are better indicators of quality content tailored to the user. 617 . 206 . 3040 www.brafton.com
  • 34. Social Content Sourcing One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 35. Updated often You can search by most recent or most popular You may change the parameters of the search to not only search the web, but conversations and people associated with your keyword search One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 36. Use of Forums for Sourcing Seed a forum with a question or a poll. Useful data for an article or blog Check the moderator—what authority do they have in the industry Latest updates to see what people are recently talking about Look at the most popular discussions. How many comments did a discussion get? This forum is actually not too popular . 617 . 206 . 3040 www.brafton.com
  • 37. Drilldown Top influencers. Find their comments and co-opt their knowledge of the industry Other insights 617 . 206 . 3040 www.brafton.com
  • 38. Other Insights There are further demographics in the insights to the group to find global trends in the field. 617 . 206 . 3040 www.brafton.com
  • 39. Continuing the Conversation There is an opportunity for brands to spy on conversations. One way for a web site to participate or even lead the conversation in their field is to listen in to a conversation and then show it to an internal executive or SME and then turn their response into a blog topic or article. This is a way to co-opt the discussion or debate into the brand narrative. 617 . 206 . 3040 www.brafton.com
  • 40. Resources One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com
  • 41. Resources    Zero Moment of Truth: http://www.zeromomentoftruth.com/ David Edelman: @davidedelman McKinsey & Co: www.mckinsey.com  Demystifying Social Media: http://www.mckinsey.com/insights/marketing_sales/demystifying_social_media  Social Media and the Consumer Decision Journey http://cmsoforum.mckinsey.com/article/taking-social-media-along-the-consumer-decisionjourney  Jeff Bullas @jeffbullas 617 . 206 . 3040 www.brafton.com