Social Media Forum: How to track and map consumer buying intentions using social mediaPresentation Transcript
Clo Willaerts @bnox conversity.be Social Media Forum 25 June 2010 , Brussels How to track and map consumer buying intentions using social media
Social media heartbreak
traffic as a KPI
social networks ≠ social media
The end of the industrial era is making everybody very nervous
Consumer centric (not: advertiser centric)
Distributed publishing model (not: broadcasting)
Consumer profiles are dynamic (not: static)
Dialogue, momentum (not: one-off, campaign)
Portable/mobile (not: permanent, “build it and they will come”)
The conversity.be-diagnosis Observation Where are your customers online? What are your customers social behaviors online? How do your customers use social technologies in the context of your products. Who trusts them? What is your customers social influence? What social information or people do your customers rely on?
self help: casual monitoring
buying decisions cycle
Definition: profile page, contacts, connecting
Relevant for Belgium:
Relationship marketing: great for engaging people who already like your brand, want to share their opinions , and participate in giveaways and contests
Brand exposure: Facebook brand pages are great for brand exposure. Jump-start your brand exposure through the ad platform .
Traffic to your site, SEO
profiles are for people (and their status updates are the windows to their souls)
pages are for brands/companies (use rss->notes + now with improved analytics)
groups are for stuff people or for or against
Brand exposure: effective for personal branding and demonstrating your organisation's professional prowess.
Relationship marketing: e.g. by answering industry-related questions, establishing yourself as an expert in the field.
SEO: very high page rank for your company name or individual employees' names, but that's about it.
Traffic to your site: Unlikely
Bonus tip: Slideshare.net integration
Definition: media, publishing, sharing
Relevant for Belgium:
Relationship marketing: shoot the breeze - track what people are saying about you and your competitors
Brand exposure: help your company stand out from the masses by offering unique value
Traffic to your site
SEO: but tweets will rank high in search results
Works best for: breaking news, celebrities vs their fans, linkdumping, polling, last minute offers, lifestreaming.
SEO: Heavily indexed in search engines, passing links and page ranks. Also helps images rank higher in Google Images and in building inbound links
Relationship marketing, Brand exposure, Traffic to your site.
Flickr (Yahoo) - Facebook integration
Relationship marketing: Whether you see to entertain , inform , or both, video is a powerful channel for quickly engaging your customers, responding to complaints, and demonstrating your social media savvy.
Brand exposure: One of the most powerful branding tools on the Web
SEO: Videos rank high. Also a tried-and-true way for your brand to gain exposure.
Blogs are not dead Source: http://bvlg.blogspot.com
What kind of blogs do Belgians read?
66.3%: Personal & family of friend blogs
33.2% News/current affairs
21.1%: Opinions on products and brands
11.7%: Business/marketing news (relevant to my current job)
11.5% Business/marketing (general news and opinion)
Seems that the rankings of blogs most liked in Belgium are similar to the ranking in the Netherlands, Personal score best, followed by technology, news and entertainment (music, film).
Source: BIM 2008 & BVLG’s Social Media Monitor
Product based: self help
Buzz monitoring: trend tools
www.trendpedia.com powered by Attentio
buzz. linkedin .com What they say about your company on Twitter
Casual Monitoring: Google alerts
The customer decision journey (McKinsey)
presence customer care activation optimisation Foster dialog with current and prospective customers Conversation
Conversion top of mind trigger evalution purchase post-purchase
Online Purchase Influencers
68% Online coupons
61% Consumer reviews on shopping sites
45% Emails from companies/brands
41% Articles read online
36% Content on brand/company sites
33% Blog recommendations
32% Online community discussion forums
19% Facebook/Twitter posts from friends
15% Coupons/promos on mobile device
11% Facebook/Twitter posts from brands
Source: SheSpeaks/iVillages Shopper Study Report, U.S., May 2010
e.g. the old one broke, accidents, retail therapy, health issues, death.
pain, loss, taboos.
rapid social sales response
Trigger: life stage
New baby, new job, new boyfriend, new house, ...
target not on demographics but on phase in life
Social media for innovation: social media policy hires and trainings product innovation service innovation Inspiration Put the “public” back in Public Relations Put the “care” back in Customer Care 80% of success is getting your company ready - only 20% is about the technologies. Treat social success like launching a new product.
Clo Willaerts @bnox conversity.be This presentation: www.slideshare.net/bnox