#Socon2011 The Social Consumer Journey: Measuring The Impact

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This is the presentation given at Socon2011 (20th October 2011), outlining some thoughts on the part social media can play in the customer and consumer journey as part of an overall multi-channel approach. This also includes a list of measures, in context and some ideas on how this fit together. Key point: Putting the consumer back into the consumer journey.

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#Socon2011 The Social Consumer Journey: Measuring The Impact

  1. 1. The Social Consumer Journey: @  Measuring the impact: #Socon11@KarlHavard @KarlHavard
  2. 2. There’s been much talk @   @KarlHavard
  3. 3. Buying a Hat @   @KarlHavard
  4. 4. What’s Missing? @   @KarlHavard
  5. 5. Putting the Consumer back into the ConsumerJourney @   Every “journey is unique to the individual @KarlHavard
  6. 6. The Zero Moment of truth @   @KarlHavard
  7. 7. §  TV Advert§  Mail (manufacturer)§  Newspaper Advert§  Magazine Article§  Magazine Advert§  eMail @  §  Online Advert§  Mail (retailer)§  TV Placement§  Outdoor Advert @KarlHavard
  8. 8. §  Search§  Talked with friends/family§  Comparison sites§  Brand website§  Review sites§  Retailer website @  §  Article comment”§  “Liked” “followed” brand @KarlHavard
  9. 9. @   @KarlHavard
  10. 10. Yet…. @   WTF?! @KarlHavard
  11. 11. 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
  12. 12. There’s Social & there’s Social @   Website @KarlHavard
  13. 13. “Owned” Measurement Website @   @KarlHavard
  14. 14. “Shared” Measurement @   @KarlHavard
  15. 15. “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
  16. 16. @   @KarlHavard
  17. 17. A “Social Favourability” Model @   @KarlHavard
  18. 18. Brand Comparison Taxonomy: Sentiment & Category 60 50 40 30 20 @   Brand 2 Brand 1 10 0 @KarlHavard
  19. 19. 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
  20. 20. 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
  21. 21. 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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