#Socon2011 The Social Consumer Journey: Measuring The Impact

The Social Consumer Journey: @ Measuring the impact: #Socon11@KarlHavard @KarlHavard

There’s been much talk @ @KarlHavard

Buying a Hat @ @KarlHavard

What’s Missing? @ @KarlHavard

Putting the Consumer back into the ConsumerJourney @ Every “journey is unique to the individual @KarlHavard

The Zero Moment of truth @ @KarlHavard

§  TV Advert§  Mail (manufacturer)§  Newspaper Advert§  Magazine Article§  Magazine Advert§  eMail @ §  Online Advert§  Mail (retailer)§  TV Placement§  Outdoor Advert @KarlHavard

§  Search§  Talked with friends/family§  Comparison sites§  Brand website§  Review sites§  Retailer website @ §  Article comment”§  “Liked” “followed” brand @KarlHavard

@ @KarlHavard

Yet…. @ WTF?! @KarlHavard

v Paid Search@ Activity YouTube Paid Search Bounce Rate 31% 28% New Visits 61% 60% Av’ Pages per 5.89 3.83 Visit Dwell Time 6:06 3:49 Configurator 27% 2% Completions @KarlHavard

There’s Social & there’s Social @ Website @KarlHavard

“Owned” Measurement Website @ @KarlHavard

“Shared” Measurement @ @KarlHavard

“Conversation” Measurement 9000 8000 7000 6000 5000 4000 at! 3000 n th 2000 tha 1000 re 0 mo Forum Posts Forum Blog Posts Twitter @ Mainstream it’s Replies Media B ut @KarlHavard

@ @KarlHavard

A “Social Favourability” Model @ @KarlHavard

Brand Comparison Taxonomy: Sentiment & Category 60 50 40 30 20 @ Brand 2 Brand 1 10 0 @KarlHavard

Measurement in Context: Quantitative MetricsRe-Tweets ViewsMentions VisitsLinks VolumeReviews Search RankingsShared Comments Brand Buzz @ Followers FriendsSales SubscribersDownloads ConnectionsPaid Subscriptions “Likes”Subscriptions ReferralsLeads Click-Thru’s Open Rates @KarlHavard

Summary§  Map the customer journeys specific to: –  Your own consumers and customers –  Your advocates and influencers§  Clearly define the points of influence –  Where you need to be visible –  Right time, right place, right people, right message§  Agree the right measures for the business @ –  In the context of the entire customer journey –  Not just the easy measures§  Good place to start: Socially profile your existing database, to understand –  Who is where –  Determine “influence” –  What they are saying –  Amplify advocacy @KarlHavard

Thank YouKarl HavardStrategy DirectorWunderman, WPPhttp://wunderman.co.uk @ : http://twitter.com/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavard

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#Socon2011 The Social Consumer Journey: Measuring The Impact

by Karl Havard on Oct 20, 2011

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#Socon2011 The Social Consumer Journey: Measuring The Impact — Presentation Transcript