KELLY AUTENRIETH & BRIT
FERGUSON
Utilizing Social Insights for Product Marketing
Influencing the Moment of Truth
Introductions
KELLY AUTENRIETHBRIT
FERGUSON
Don’t be shy
We’d love your participation
• Ask questions in the
session chat
• Tweet about
discussion
A download and reco...
• Cited as a Leader in the Forrester
Wave™: Enterprise Social Listening
Platforms, Q1 2016
• 1200+ clients in 20+ internat...
Plan of Action
• Defining the moment of truth
• Consumer’s actions + your strategy = influencing the cycle
• Visualizing y...
Moment of truth
ZMOT
- Google
They = Consumer
You = Brand
The Search Begins
THEY
• Read forums and reviews
• Ask other parents
• Identify brands and
product types
YOU
• Content pla...
Visualize It
TOP AUTHORS (PHASE 1)
TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2)
TOP SITES (PHASE 1)
Examples
Examples
First Moment of Truth
THEY
• Price and product
comparisons
• Package Appearance
• Where to buy
YOU
• Localization
• Packag...
Visualize It
Visualize It
Examples
Festina Watches Neiman Marcus
Experience & Post-Purchase
THEY
• Purchase
• Additional research for what
might have been missed
• Reading and sharing
exp...
Visualize It
(((I OR we) NEAR/5f (purchased OR bought))
NEAR/10f ("backyard discovery"))
Examples
Recap & Takeaways
• You can help influence the Moment of Truth
• Keep the consumer at the forefront
• Can’t spell they wit...
Q&A
nyk.brandwatch.com
Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing
Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing
Upcoming SlideShare
Loading in …5
×

Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing

1,183 views

Published on

How we interact with consumers, detractors and brand loyalists has changed significantly over the past decades, and continues to rapidly evolve with how quickly we can exchange information. Emotions, purchase intent, influence and markets are all in flux.

What product marketers are learning now is how insights from social media can change and improve not only the product, but the overall customer experience as well.

Join Kelly Autenrieth, User Adoption Team Lead, North America at Brandwatch, and Brit Ferguson, Account Manager at Brandwatch, for our next webinar, where they will highlight key use cases for planning a social strategy that’s got a rewarding shelf-life for you and your consumer.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,183
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
52
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing

  1. 1. KELLY AUTENRIETH & BRIT FERGUSON Utilizing Social Insights for Product Marketing Influencing the Moment of Truth
  2. 2. Introductions KELLY AUTENRIETHBRIT FERGUSON
  3. 3. Don’t be shy We’d love your participation • Ask questions in the session chat • Tweet about discussion A download and recording of the webinar will be made available after the event @brandwatch #brandwatchtips
  4. 4. • Cited as a Leader in the Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016 • 1200+ clients in 20+ international markets • 98% customer satisfaction • Over 30% of Fortune 100 • 300+ employees • International New York/San Francisco/Brighton/Berlin/Stuttgart/Singap Brandwatch
  5. 5. Plan of Action • Defining the moment of truth • Consumer’s actions + your strategy = influencing the cycle • Visualizing your data • Identifying successful brands • Recap & Q&A
  6. 6. Moment of truth
  7. 7. ZMOT - Google
  8. 8. They = Consumer
  9. 9. You = Brand
  10. 10. The Search Begins THEY • Read forums and reviews • Ask other parents • Identify brands and product types YOU • Content planning and strategy • Influencer identification • Purchase intent
  11. 11. Visualize It TOP AUTHORS (PHASE 1) TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2) TOP SITES (PHASE 1)
  12. 12. Examples
  13. 13. Examples
  14. 14. First Moment of Truth THEY • Price and product comparisons • Package Appearance • Where to buy YOU • Localization • Packaging strategy • Market research
  15. 15. Visualize It
  16. 16. Visualize It
  17. 17. Examples Festina Watches Neiman Marcus
  18. 18. Experience & Post-Purchase THEY • Purchase • Additional research for what might have been missed • Reading and sharing experiences • Reconsideration YOU • Customer service • Customer feedback • Marketing campaigns • Promotions
  19. 19. Visualize It (((I OR we) NEAR/5f (purchased OR bought)) NEAR/10f ("backyard discovery"))
  20. 20. Examples
  21. 21. Recap & Takeaways • You can help influence the Moment of Truth • Keep the consumer at the forefront • Can’t spell they without you • Social data is an always-on approach
  22. 22. Q&A
  23. 23. nyk.brandwatch.com

×