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The social consumer journey
 

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 ...

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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    The social consumer journey The social consumer journey Presentation Transcript

    • The Impact of #SocialMedia on the Consumer Journey: @ @KarlHavard @KarlHavardSaturday, 4 February 12
    • 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
    • @ @KarlHavardSaturday, 4 February 12
    • “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
    • “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
    • The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
    • The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
    • The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
    • The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
    • The World Wide Web is changing fast... @ @KarlHavardSaturday, 4 February 12
    • Technology is changing behaviour @ @KarlHavardSaturday, 4 February 12
    • Technology is changing behaviour @ @KarlHavardSaturday, 4 February 12
    • 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
    • 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
    • Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
    • Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
    • Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
    • Traditional Journey: Moments of Truth @ @KarlHavardSaturday, 4 February 12
    • Traditional Journey: Moments of Truth Influence Line @ @KarlHavardSaturday, 4 February 12
    • Influences: Putting people into the consumer journey @ @KarlHavardSaturday, 4 February 12
    • Influences: Putting people into the consumer journey @ @KarlHavardSaturday, 4 February 12
    • The Paradox of Choice: Where, When, What & Who @ @KarlHavardSaturday, 4 February 12
    • The Paradox of Choice: Where, When, What & Who @ @KarlHavardSaturday, 4 February 12
    • New Journey: The Zero Moment of truth @ @KarlHavardSaturday, 4 February 12
    • New Journey: The Zero Moment of truth @ @KarlHavardSaturday, 4 February 12
    • Most Common ZMOT Behaviour @ @KarlHavardSaturday, 4 February 12
    • 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
    • Saturday, 4 February 12
    • v Paid Search @ @KarlHavardSaturday, 4 February 12
    • 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
    • Summary @ @KarlHavardSaturday, 4 February 12
    • Summary § Really understand your clientele – Who they are – What they do – Why they do it @ @KarlHavardSaturday, 4 February 12
    • 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
    • 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
    • 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
    • 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
    • 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