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Social Media vs Sales: Milking the cow metaphor
 

Social Media vs Sales: Milking the cow metaphor

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My slides for a session at

My slides for a session at
Stichting Marketing expertgroep Digitale Marketing
Googleplex Brussels

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Social Media vs Sales: Milking the cow metaphor Social Media vs Sales: Milking the cow metaphor Presentation Transcript

  • Social Media vs Sales: Milking the cow metaphor Clo Willaerts, 21 June 2010 Stichting Marketing expertgroep Digitale Marketing Googleplex Brussels
  • Growing up on a farm
  • Classic sales funnel
    • The Sales Funnel
    • Fat pipeline equals skinny kids
  • Looks an awful lot like this
  • Advertiser vs consumers
  • Branding
  • Targeting
  • Sales lead
  • Raging cows
    • Kryptonite blog storm
    • Dell Hell
    • United Breaks Guitars
    • Kinepolis Gaat Erover
    • Juwelier Timmermans vs @kodel
  • The end of the industrial era is making everybody very nervous
    • Power shift
      • 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”)
    • Money shift
      • SEO/SEA, SMO/SMA
  • McKinsey: Customer Decision Journey
  • Status updates are the window to your soul Source: http://youropenbook.org/
  •  
  • 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
  • Conversity: sneak preview
  • 1/6 Initial consideration set
    • habit, tradition, trust
    • mainly consumer-driven information sources
    • visible:
      • fan on Facebook
      • wishlists
      • bio
  • 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
    • e.g. the old one broke, accidents, retail therapy, health issues, death.
    • Challenges:
      • pain, loss, taboos.
    • Opportunity:
      • time
      • rapid social sales response
  • 2/6 Trigger: life stage
    • New baby, new job, new boyfriend, new house, ...
    • target not on demographics but on phase in life
    • online communities
  • 3/6 Active evaluation
    • information gathering
    • window shopping
      • facts (about how to use this product): content marketing
      • testimonials/reviews (what it is like to use this product)
  • 4/6 Moment of purchase
    • trust
    • convenience
    • service
  • 5/6 Postpurchase experience
    • two possibilities:
      • happy customer
        • loyalty
      • unhappy customer
        • customer care
        • rapid social response
  • 6/6 Loyalty loop
    • happy customer
      • WoM
      • fans
      • evangelist
    • Work title: The Ultimate Guide To Tracing And Influencing Consumers’ Buying Decisions Through Social Media
    • Out in September 2010
    Made with http://www.oreillymaker.com/
  • This presentation: http://www.slideshare.net/bnox http://www. conversity .be Thank you! c. [email_address] .be