The social consumer journey

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

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 Influence Line @ @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

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

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The social consumer journey

by Karl Havard on Feb 04, 2012

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The social consumer journey — Presentation Transcript