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The Impact of #SocialMedia      on the Consumer Journey:                          @      @KarlHavard                      ...
What is “Social Media”?    It’s people interacting with    each other, online and on    the move    It’s people choosing t...
@                              @KarlHavardSaturday, 4 February 12
“Customers who engage with companies over           social media are more loyal” “they spend up to 40 percent more with th...
“Customers who engage with companies over           social media are more loyal” “they spend up to 40 percent more with th...
The World Wide Web is changing fast...                           @                                            @KarlHavardS...
The World Wide Web is changing fast...                           @                                            @KarlHavardS...
The World Wide Web is changing fast...                           @                                            @KarlHavardS...
The World Wide Web is changing fast...                           @                                            @KarlHavardS...
The World Wide Web is changing fast...                           @                                            @KarlHavardS...
Technology is changing behaviour                          @                                      @KarlHavardSaturday, 4 Fe...
Technology is changing behaviour                          @                                      @KarlHavardSaturday, 4 Fe...
The “Digital Native”has high expectations   § He/She is a “normal” human being...not a “geek”         – Facebook is 8 yea...
The “Digital Native”has high expectations   § He/She is a “normal” human being...not a “geek”         – Facebook is 8 yea...
Traditional Journey: Moments of Truth                            @                                           @KarlHavardSa...
Traditional Journey: Moments of Truth                            @                                           @KarlHavardSa...
Traditional Journey: Moments of Truth                            @                                           @KarlHavardSa...
Traditional Journey: Moments of Truth                            @                                           @KarlHavardSa...
Traditional Journey: Moments of Truth                          Influence Line                                       @     ...
Influences: Putting people into the consumer    journey                            @                                      ...
Influences: Putting people into the consumer    journey                            @                                      ...
The Paradox of Choice:    Where, When, What & Who                          @                              @KarlHavardSatur...
The Paradox of Choice:    Where, When, What & Who                          @                              @KarlHavardSatur...
New Journey: The Zero Moment of truth                          @                                           @KarlHavardSatu...
New Journey: The Zero Moment of truth                          @                                           @KarlHavardSatu...
Most Common ZMOT Behaviour                          @                                @KarlHavardSaturday, 4 February 12
Different Perspectives                   Brand View                      Consumer View                      Awareness     ...
Saturday, 4 February 12
v Paid Search                          @                                      @KarlHavardSaturday, 4 February 12
v Paid Search                          @                                 Activity      YouTube   Paid Search              ...
Summary                          @                              @KarlHavardSaturday, 4 February 12
Summary   § Really understand your clientele         – Who they are         – What they do         – Why they do it      ...
Summary   § Really understand your clientele         – Who they are         – What they do         – Why they do it   § ...
Summary   § Really understand your clientele         – Who they are         – What they do         – Why they do it   § ...
Summary   § Really understand your clientele         – Who they are         – What they do         – Why they do it   § ...
Summary   § Really understand your clientele         – Who they are         – What they do         – Why they do it   § ...
Thank You  Karl Havard  Chief Strategy Officer  Wunderman, WPP  http://wunderman.co.uk                                    ...
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The social consumer journey

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The presentation from the digital seminar (02:02:12) for the restaurant leisure industry at Soho House Hotel, London. Organised by Aardvark Media. It contains elements on how technology is changing people's behaviour and expectations, and what brands need to consider in order to meet, or even exceed these.

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Transcript of "The social consumer journey"

  1. 1. The Impact of #SocialMedia on the Consumer Journey: @ @KarlHavard @KarlHavardSaturday, 4 February 12
  2. 2. What is “Social Media”? It’s people interacting with each other, online and on the move It’s people choosing to get closer to things that interest them... @ •Hobbies •Sports •Brands •Celebrities •Other people @KarlHavardSaturday, 4 February 12
  3. 3. @ @KarlHavardSaturday, 4 February 12
  4. 4. “Customers who engage with companies over social media are more loyal” “they spend up to 40 percent more with those companies than other customers.” @ @KarlHavardSaturday, 4 February 12
  5. 5. “Customers who engage with companies over social media are more loyal” “they spend up to 40 percent more with those companies than other customers.” @ iPad conversions are 3.82% compared to 1.9% for desktop @KarlHavardSaturday, 4 February 12
  6. 6. The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
  7. 7. The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
  8. 8. The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
  9. 9. The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
  10. 10. The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
  11. 11. Technology is changing behaviour @ @KarlHavardSaturday, 4 February 12
  12. 12. Technology is changing behaviour @ @KarlHavardSaturday, 4 February 12
  13. 13. The “Digital Native”has high expectations § He/She is a “normal” human being...not a “geek” – Facebook is 8 years old – Google is 14 years old – People leaving university have grown up using the “social web” @ @KarlHavardSaturday, 4 February 12
  14. 14. The “Digital Native”has high expectations § He/She is a “normal” human being...not a “geek” – Facebook is 8 years old – Google is 14 years old – People leaving university have grown up using the “social web” Accessibility @ Mobility Immediacy “Influence” Make it Easy Identity Connectivity @KarlHavardSaturday, 4 February 12
  15. 15. Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
  16. 16. Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
  17. 17. Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
  18. 18. Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
  19. 19. Traditional Journey: Moments of Truth Influence Line @ @KarlHavardSaturday, 4 February 12
  20. 20. Influences: Putting people into the consumer journey @ @KarlHavardSaturday, 4 February 12
  21. 21. Influences: Putting people into the consumer journey @ @KarlHavardSaturday, 4 February 12
  22. 22. The Paradox of Choice: Where, When, What & Who @ @KarlHavardSaturday, 4 February 12
  23. 23. The Paradox of Choice: Where, When, What & Who @ @KarlHavardSaturday, 4 February 12
  24. 24. New Journey: The Zero Moment of truth @ @KarlHavardSaturday, 4 February 12
  25. 25. New Journey: The Zero Moment of truth @ @KarlHavardSaturday, 4 February 12
  26. 26. Most Common ZMOT Behaviour @ @KarlHavardSaturday, 4 February 12
  27. 27. Different Perspectives Brand View Consumer View Awareness Awareness Interest Interest @ Consideration Consideration Conversion Conversion Experience Food Service bienc e Am Wait Valu e Clientele @KarlHavardSaturday, 4 February 12
  28. 28. Saturday, 4 February 12
  29. 29. v Paid Search @ @KarlHavardSaturday, 4 February 12
  30. 30. 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 @KarlHavardSaturday, 4 February 12
  31. 31. Summary @ @KarlHavardSaturday, 4 February 12
  32. 32. Summary § Really understand your clientele – Who they are – What they do – Why they do it @ @KarlHavardSaturday, 4 February 12
  33. 33. Summary § Really understand your clientele – Who they are – What they do – Why they do it § People will choose their own “journeys” – But don’t confuse them! @ @KarlHavardSaturday, 4 February 12
  34. 34. Summary § Really understand your clientele – Who they are – What they do – Why they do it § People will choose their own “journeys” – But don’t confuse them! § You need to be visible at the key points of influence @ – Right people, right time, right place, right message @KarlHavardSaturday, 4 February 12
  35. 35. Summary § Really understand your clientele – Who they are – What they do – Why they do it § People will choose their own “journeys” – But don’t confuse them! § You need to be visible at the key points of influence @ – Right people, right time, right place, right message § That doesn’t necessarily mean “marketing” – Amplify Advocacy to create awareness, consideration and conversion @KarlHavardSaturday, 4 February 12
  36. 36. Summary § Really understand your clientele – Who they are – What they do – Why they do it § People will choose their own “journeys” – But don’t confuse them! § You need to be visible at the key points of influence @ – Right people, right time, right place, right message § That doesn’t necessarily mean “marketing” – Amplify Advocacy to create awareness, consideration and conversion § Practically...start by socially profiling your email database – Understand the mix – Listen – Keep an eye on influence @KarlHavardSaturday, 4 February 12
  37. 37. Thank You Karl Havard Chief Strategy Officer Wunderman, WPP http://wunderman.co.uk @ : http://twitter.com/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavardSaturday, 4 February 12
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