Impact of social media and changing        peoples behavioursEmail:      charlotte@optimumexposure.co.ukWeb:        www.op...
What do you want to get out of        this session?
What will be covered?• Buying process is changing• What are the implications?• Create digital of UK consumers buy somethin...
Buying Process is Changing• 85% users found information through search  engines• 15% of social media users are more inclin...
Buying Process is Changing• 80% Twitter usage is on a mobile device• 30% will research products and prices online         ...
Buying Process is Changing• 25% of search results for the World‟s Top 20  largest brands are links to user-generated      ...
source:www.imccmarketing.com/
What are the Implications?• Decision makers no longer want to talk to sales  until they are 60-70% down the decision cycle...
What are the Implications?• Fragments website – take relevant content to  the users in the channels they want to  communic...
Engage with People• Need to engage with prospects who are within  their buying process and monitor them• Engaging with the...
Understand Customer Journey• Map out all the channels your can find you  online (Twitter, blog, LinkedIn, Email etc)• Ensu...
Online Credibility & Social SellingPeople use the Internet to find out whether theyshould trust somebody to do business wi...
Social Selling - New Sales SkillSocial Representation  •   Buyers are researching your company & sales people  •   What do...
Research What‟s out There• Work out what information is already out there  about you.• Role play the sort of searches peop...
Interact - Twitter• Do you use the hash tags relevant to your industry,  products or location?• Do you broadcast or engage...
Interact - LinkedIn• Is your profile set up• Is your Twitter and blog integrated into your personal  profile• Is your comp...
Interact – Other profiles• Facebook – do you need a Facebook Fan Page – what  will the strategy be?• Can you use i-frames ...
Interact – Other profiles• Four Square – do you have a location base business  where you can promote offers and vouchers?•...
Follow Sales Process• So you‟ve invested time setting up profiles,  monitoring & responding• Use the information you have ...
source:www.imccmarketing.com/
Engagement zone• Integrates content, next steps, next steps &  marketing automation• More than just a contact us form• Nee...
Knowledge Centre - Content is King• Needs to be engaging, topical, timely• What information do your customers need to make...
Engagement Zones
Engagement Zones
Engagement Zones
Engagement zone• Once got visitor or prospect into engagement zone – they  can understand the other areas they can interac...
Thanks for you time..             Any further questions?Email:      charlotte@optimumexposure.co.ukWeb:        www.optimum...
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NuxUK: Social Media & the Impact on People's Behaviour

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The overall presence is more fragmented and customer engagement is more crucial than ever before.

Find out what this means for your overall customer experience of your brand and how it impacts the customer journey and usability.

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NuxUK: Social Media & the Impact on People's Behaviour

  1. 1. Impact of social media and changing peoples behavioursEmail: charlotte@optimumexposure.co.ukWeb: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebrittonTwitter: http://twitter.com/charlottebritto
  2. 2. What do you want to get out of this session?
  3. 3. What will be covered?• Buying process is changing• What are the implications?• Create digital of UK consumers buy something 42.6% marketing mix online at least once a week• Engaging• Social selling• Engagement zone
  4. 4. Buying Process is Changing• 85% users found information through search engines• 15% of social media users are more inclined to buy from 42.6% of UK consumers buy something brands that advertise in social media; online at least once a week• 25% Facebook users who “Like” a brand on Facebook want to receive discounts and promotions• Recommendations from friends or family is the single most important factor in the choice of website to buy from, with 71% giving this
  5. 5. Buying Process is Changing• 80% Twitter usage is on a mobile device• 30% will research products and prices online 42.6% of UK consumers buy something online at least once a week before completing the purchase at their local store• You Tube is the 2nd largest search engine in the worldSource: Mashable.com and e-consultancy.com
  6. 6. Buying Process is Changing• 25% of search results for the World‟s Top 20 largest brands are links to user-generated 42.6% of UK consumers buy something content online at least once a week• Rankings in search engines are influenced by social factors / indicatorsSource: Mashable.com and e-consultancy.com
  7. 7. source:www.imccmarketing.com/
  8. 8. What are the Implications?• Decision makers no longer want to talk to sales until they are 60-70% down the decision cycle.• 90% of all purchases are researched online• Purchasing process has fundamentally changed, so you need to create your optimum marketing mix• Need to blend online and offline marketing to generate awareness of brand
  9. 9. What are the Implications?• Fragments website – take relevant content to the users in the channels they want to communicate in: • Facebook Fan Pages • Twitter for customer services • Using sites such as Get satisfaction for building knowledge centre • Conversations on blogs
  10. 10. Engage with People• Need to engage with prospects who are within their buying process and monitor them• Engaging with then in a manner which means that they can „self service‟ the information they need, then contact sales when they are ready• Need a mix of sales approaches, can‟t depend on old processes „it‟s always worked‟
  11. 11. Understand Customer Journey• Map out all the channels your can find you online (Twitter, blog, LinkedIn, Email etc)• Ensure creating correct brand image and conversations in these channels• Ensure all channels are blended and can be accessed from each other • Direct mail has social IDs on them • Email marketing pushes visitors to social profiles
  12. 12. Online Credibility & Social SellingPeople use the Internet to find out whether theyshould trust somebody to do business with or buy aproduct fromThis isnt new - the main way people work outwhether to trade with people on Ebay is throughtheir personal recommendations and reputationscore.When people want to do business with you, theywill check the web to search for red flags or forinformation to help them understand you better.
  13. 13. Social Selling - New Sales SkillSocial Representation • Buyers are researching your company & sales people • What do there online profiles look like? • Do you have a presence where your customers are? • Are they consistent, approachable, reflect the brand values of the company?Search • Where do customers go to gather information – which sites? • Can you leverage this information
  14. 14. Research What‟s out There• Work out what information is already out there about you.• Role play the sort of searches people will make about you and your company ..• What search phrases does your website show for?• Create a map: which sites, how often, what‟s talked about, by whom
  15. 15. Interact - Twitter• Do you use the hash tags relevant to your industry, products or location?• Do you broadcast or engage?• Do you spam or send relevant information?• Are you consistent, responsive and have personality?• Do you use Twitter for customer services, feedback, engagement & posting information?
  16. 16. Interact - LinkedIn• Is your profile set up• Is your Twitter and blog integrated into your personal profile• Is your company page set up and optimised?• Groups – little is more, focus on main groups and build profile rather than dabble in many
  17. 17. Interact – Other profiles• Facebook – do you need a Facebook Fan Page – what will the strategy be?• Can you use i-frames to embed information on your fan page• Needs to be a purpose for doing this• Are you going to engage on Facebook or drive back into website?• Can then use Google Analytics to measure visits to pages
  18. 18. Interact – Other profiles• Four Square – do you have a location base business where you can promote offers and vouchers?• QR codes (barcode that has URL embeded) to promote landing pages on printed material• Flickr – if you‟re products / events lend themselves to photos – get people sharing
  19. 19. Follow Sales Process• So you‟ve invested time setting up profiles, monitoring & responding• Use the information you have on conversations to blend with your existing sales processes• For instance if there‟s a tweet saying „I‟m reviewing software that does XXXX‟ -> if it‟s relevant contact the person & build a conversation
  20. 20. source:www.imccmarketing.com/
  21. 21. Engagement zone• Integrates content, next steps, next steps & marketing automation• More than just a contact us form• Needs to include all the possible options for connecting with your company• So people can decided which information or point of contact they want with your company, a „self service‟ on information / interaction
  22. 22. Knowledge Centre - Content is King• Needs to be engaging, topical, timely• What information do your customers need to make their decisions?• Ideas for content: • Top Tips • Whitepapers • Downloads • Video content • Interviews • Podcasts
  23. 23. Engagement Zones
  24. 24. Engagement Zones
  25. 25. Engagement Zones
  26. 26. Engagement zone• Once got visitor or prospect into engagement zone – they can understand the other areas they can interact with you and engagement options• Great opportunity to create a USP and competitive advantage as aligning your website and business with new way of doing business• This will become the new norm, so need to take advantage of being an early adopter
  27. 27. Thanks for you time.. Any further questions?Email: charlotte@optimumexposure.co.ukWeb: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebrittonTwitter: http://twitter.com/charlottebritto
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