Social Media vs Sales: from Conversations to Conversions Clo Willaerts, 20 May 2010
 
Women hold up half the sky. (Mao Tse-Tung)   19.05.10   © Sanoma Magazines Marketing to women online - Clo Willaerts
 
Online vs offline purchases 1. Travel 2. Events 3. Clothing & shoes 4. Books 5. Digital music 6. CD/DVD/Blu-ray 7. Compute...
Online Purchase Influencers  <ul><li>68% Online  coupons </li></ul><ul><li>61%  Consumer reviews  on shopping sites </li><...
In the U.S., aid from coupons is relied upon and appreciated Source: How will you reach her? Momentum by Big Fuel Communic...
Consumer reviews vs  manufacturer's brand description
Women dominate social networks
Social media is... <ul><li>decentralised publishing model </li></ul><ul><li>large user volumes </li></ul><ul><li>realtime ...
Decentralised  publishing model
Large user volumes ( . pdf )
Realtime
Realtime <ul><li>Example: Eurostar train stuck in tunnel vs @londoncream and @littlebreak </li></ul>
Consumer centric
Online = offline = online
Search engine optimised
Top5 social media #fails <ul><li>Campaigns </li></ul><ul><li>Faking it </li></ul><ul><li>Race </li></ul><ul><li>Traffic </...
Status updates are  the window to your soul  Source: http://youropenbook.org/
The opportunity?  Pic source: http://www.washingtonflyfishing.com/
Social media vs social sales <ul><li>Since web 2.0 the full cycle is  visible </li></ul><ul><li>customer experiences drive...
Classic sales funnel <ul><li>The Sales Funnel </li></ul><ul><li>Fat pipeline equals skinny kids </li></ul>
The customer decision journey (McKinsey)
Conversity:  sneak preview
1/6 Initial consideration set <ul><li>habit, tradition, trust </li></ul><ul><li>mainly consumer-driven information sources...
1/6 Initial consideration set
2/6 Trigger:  new or improved product
2/6 Trigger: fashion, seasons
2/6 Trigger: promotions
2/6 Trigger: unexpected <ul><li>e.g. the old one broke, accidents, retail therapy, health issues, death.   </li></ul><ul><...
2/6 Trigger: life stage <ul><li>New baby, new job, new boyfriend, new house, ... </li></ul><ul><li>target not on demograph...
3/6 Active evaluation <ul><li>information gathering </li></ul><ul><li>window shopping </li></ul><ul><ul><li>facts  (about ...
4/6 Moment of purchase <ul><li>trust </li></ul><ul><li>convenience </li></ul><ul><li>service </li></ul>
5/6 Postpurchase experience <ul><li>two possibilities: </li></ul><ul><ul><li>happy customer  </li></ul></ul><ul><ul><ul><l...
6/6 Loyalty loop <ul><li>happy customer </li></ul><ul><ul><li>WoM </li></ul></ul><ul><ul><li>fans </li></ul></ul><ul><ul><...
Next steps?
Conversity.be @bnox #conversity
<ul><li>Work title: The Ultimate Guide To Tracing And Influencing Consumers’ Buying Decisions Through Social Media </li></...
And in the meanwhile...
This presentation:  http://www.targetwomen.be   http://www.conversity.be   Thank you! [email_address]
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Social Media vs Sales: from Conversations to Conversions

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Slides for my keynote during Stichting Marketing's Relationship Marketing Congres 20 May in Schelle, Belgium.

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  • 19-05-10
  • Social Media vs Sales: from Conversations to Conversions

    1. 1. Social Media vs Sales: from Conversations to Conversions Clo Willaerts, 20 May 2010
    2. 3. Women hold up half the sky. (Mao Tse-Tung) 19.05.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    3. 5. Online vs offline purchases 1. Travel 2. Events 3. Clothing & shoes 4. Books 5. Digital music 6. CD/DVD/Blu-ray 7. Computers 8. Other 9. Appliances 10. Jewelry 11. Health rel. 12. Furniture 13. Decoration 14. Telco 15. Sm. electronics Source: Sanoma/InSites Women Online Study, Belgium, April 2009
    4. 6. Online Purchase Influencers <ul><li>68% Online coupons </li></ul><ul><li>61% Consumer reviews on shopping sites </li></ul><ul><li>45% Emails from companies/brands </li></ul><ul><li>41% Articles read online </li></ul><ul><li>36% Content on brand/company sites </li></ul><ul><li>33% Blog recommendations </li></ul><ul><li>32% Online community discussion forums </li></ul><ul><li>19% Facebook/Twitter posts from friends </li></ul><ul><li>15% Coupons/promos on mobile device </li></ul><ul><li>11% Facebook/Twitter posts from brands </li></ul><ul><li>Source: SheSpeaks/iVillages Shopper Study Report, U.S., May 2010 </li></ul>
    5. 7. In the U.S., aid from coupons is relied upon and appreciated Source: How will you reach her? Momentum by Big Fuel Communications, U.S., April 2010
    6. 8. Consumer reviews vs manufacturer's brand description
    7. 9. Women dominate social networks
    8. 10. Social media is... <ul><li>decentralised publishing model </li></ul><ul><li>large user volumes </li></ul><ul><li>realtime </li></ul><ul><li>consumer-centric </li></ul><ul><li>online = offline = online </li></ul><ul><li>search engine optimised (*) </li></ul><ul><li>(*) Except for Facebook, but give it some time. </li></ul>
    9. 11. Decentralised publishing model
    10. 12. Large user volumes ( . pdf )
    11. 13. Realtime
    12. 14. Realtime <ul><li>Example: Eurostar train stuck in tunnel vs @londoncream and @littlebreak </li></ul>
    13. 15. Consumer centric
    14. 16. Online = offline = online
    15. 17. Search engine optimised
    16. 18. Top5 social media #fails <ul><li>Campaigns </li></ul><ul><li>Faking it </li></ul><ul><li>Race </li></ul><ul><li>Traffic </li></ul><ul><li>Free </li></ul>
    17. 19. Status updates are the window to your soul Source: http://youropenbook.org/
    18. 20. The opportunity? Pic source: http://www.washingtonflyfishing.com/
    19. 21. Social media vs social sales <ul><li>Since web 2.0 the full cycle is visible </li></ul><ul><li>customer experiences drive reviews and conversations </li></ul><ul><li>Challenge: realtime </li></ul><ul><li>Opportunity: </li></ul><ul><ul><li>catching a lead in mid-air </li></ul></ul><ul><li>http://www. customerthink . com/blog/mckinsey_shooting_holes_in_the_sales_funnel </li></ul>
    20. 22. Classic sales funnel <ul><li>The Sales Funnel </li></ul><ul><li>Fat pipeline equals skinny kids </li></ul>
    21. 23. The customer decision journey (McKinsey)
    22. 24. Conversity: sneak preview
    23. 25. 1/6 Initial consideration set <ul><li>habit, tradition, trust </li></ul><ul><li>mainly consumer-driven information sources </li></ul><ul><li>visible: </li></ul><ul><ul><li>fan on Facebook </li></ul></ul><ul><ul><li>wishlists </li></ul></ul><ul><ul><li>bio </li></ul></ul>
    24. 26. 1/6 Initial consideration set
    25. 27. 2/6 Trigger: new or improved product
    26. 28. 2/6 Trigger: fashion, seasons
    27. 29. 2/6 Trigger: promotions
    28. 30. 2/6 Trigger: unexpected <ul><li>e.g. the old one broke, accidents, retail therapy, health issues, death. </li></ul><ul><li>Challenges: </li></ul><ul><ul><li>pain, loss, taboos. </li></ul></ul><ul><li>Opportunity: </li></ul><ul><ul><li>time </li></ul></ul><ul><ul><li>rapid social sales response </li></ul></ul>
    29. 31. 2/6 Trigger: life stage <ul><li>New baby, new job, new boyfriend, new house, ... </li></ul><ul><li>target not on demographics but on phase in life </li></ul><ul><li>online communities </li></ul>
    30. 32. 3/6 Active evaluation <ul><li>information gathering </li></ul><ul><li>window shopping </li></ul><ul><ul><li>facts (about how to use this product): content marketing </li></ul></ul><ul><ul><li>testimonials/reviews (what it is like to use this product) </li></ul></ul>
    31. 33. 4/6 Moment of purchase <ul><li>trust </li></ul><ul><li>convenience </li></ul><ul><li>service </li></ul>
    32. 34. 5/6 Postpurchase experience <ul><li>two possibilities: </li></ul><ul><ul><li>happy customer </li></ul></ul><ul><ul><ul><li>loyalty </li></ul></ul></ul><ul><ul><li>unhappy customer </li></ul></ul><ul><ul><ul><li>customer care </li></ul></ul></ul><ul><ul><ul><li>rapid social response </li></ul></ul></ul>
    33. 35. 6/6 Loyalty loop <ul><li>happy customer </li></ul><ul><ul><li>WoM </li></ul></ul><ul><ul><li>fans </li></ul></ul><ul><ul><li>evangelist </li></ul></ul>
    34. 36. Next steps?
    35. 37. Conversity.be @bnox #conversity
    36. 38. <ul><li>Work title: The Ultimate Guide To Tracing And Influencing Consumers’ Buying Decisions Through Social Media </li></ul><ul><li>Out in September 2010 </li></ul>Made with http://www.oreillymaker.com/
    37. 39. And in the meanwhile...
    38. 40. This presentation: http://www.targetwomen.be http://www.conversity.be Thank you! [email_address]
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