Social Media and the Rise of the Social Customer<br />Eileen Brown<br />Amastra Ltd.<br />eileenb@amastra.co.uk<br />+44 7...
About me<br />Social media professional working with social and collaborative technologies for over 14 years.  <br />Work ...
Emotional connection?<br />http://www.flickr.com/photos/29487767@N02/3338900345/<br />
Click to Buy Mentality<br />Social commerce  now brings an the emotional connection with the vendor<br />The new way of cl...
Good Campaigns<br />Get much further reach<br />Greater awareness than before<br />Peer recommendations encourage further ...
Challenges<br />Current mind-set. <br />Economy issues. 	<br />What’s happening to the economy. When will it recover? Will...
Behavioural changes<br />We use comparison websites<br />Surf channels for the best deals. <br />Purchase decisions are dr...
Customer roles<br /><ul><li>The end user: Shop almost exclusively online.   Shop from home, use price comparison websites
The shopper: They walk around, visiting shops to see what’s on offer.  Then get better deals online
The buyer: Buy physical items in real shops. </li></ul>http://www.flickr.com/photos/12009357@N08/1204911091/<br />
Media Types<br />Power has shifted from brand to the consumer. <br />Decides where, when and how to shop<br />Mobile devic...
5 tips to connect<br />Making connections<br />http://www.flickr.com/photos/22498907@N02/3132241336/<br />
1: Study their lifestyles<br />Every customer has a lifestyle which goes way beyond your product. <br />Study their lifest...
2: Timely and Relevant content<br />Marketers have an opportunity to delight customers<br />Make sure your content is comp...
http://www.flickr.com/photos/22498907@N02/3132200344/<br />
Social Coupons which can be shared – and can go viral are much better than paper based coupons. <br />They have a huge rea...
http://www.flickr.com/photos/22498907@N02/2671222980/<br />
4: co-ordinated approach<br /><ul><li>Consumer promotions and brand advertising work well together
Higher return than TV campaign on its own.
Old Spice US campaign</li></ul>http://www.flickr.com/photos/86817324@N00/1752254341/<br />
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Social Media and the rise of the Social Customer

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When we think about how we used to make online purchases, its amazing how far we’ve come from the ‘Click to Buy’ transaction a few years ago. Social commerce has brought the opportunities to make the emotional connection with the vendor before we buy. The new way of classifying goods for sale democratises data, allowing it to be shared with our friends and colleagues.

Good marketing campaigns get much further reach and a greater awareness than ever before, and peer recommendations encourage further sales.

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Social Media and the rise of the Social Customer

  1. 1. Social Media and the Rise of the Social Customer<br />Eileen Brown<br />Amastra Ltd.<br />eileenb@amastra.co.uk<br />+44 7764 359 905<br />http://twitter.com/eileenb<br />
  2. 2. About me<br />Social media professional working with social and collaborative technologies for over 14 years. <br />Work with corporates to leverage community connections and influencer networks to take advantage of social commerce and social CRM. <br />Work with global companies to develop their social strategy, customer reach and online branding. <br />Book, Working The Crowd: Social Media Marketing for Business, available at http://bcs.org/books/workcrowd<br />Regular presenter at conference events around the world<br />Book me for your event. http://amastra.co.uk/speaking.aspx<br />
  3. 3. Emotional connection?<br />http://www.flickr.com/photos/29487767@N02/3338900345/<br />
  4. 4. Click to Buy Mentality<br />Social commerce now brings an the emotional connection with the vendor<br />The new way of classifying goods democratises data<br />Tagging, folksonomy<br />Sharing opportunities with friends and colleagues. <br />
  5. 5. Good Campaigns<br />Get much further reach<br />Greater awareness than before<br />Peer recommendations encourage further sales.<br />http://www.flickr.com/photos/28015872@N05/4777650189/<br />
  6. 6. Challenges<br />Current mind-set. <br />Economy issues. <br />What’s happening to the economy. When will it recover? Will it recover? <br />Survival instinct kicks in, belt tightening <br />We stop purchasing things that marketers are exhorting us to buy. <br />We search for more affordable things – this drives our behaviour. <br />http://www.flickr.com/photos/39038431@N00/2258988806/<br />
  7. 7. Behavioural changes<br />We use comparison websites<br />Surf channels for the best deals. <br />Purchase decisions are driven by the bargains we can get. <br />Consumers don’t make the decision to buy in the shops<br />Delayed impulse until online research is done.<br />
  8. 8. Customer roles<br /><ul><li>The end user: Shop almost exclusively online. Shop from home, use price comparison websites
  9. 9. The shopper: They walk around, visiting shops to see what’s on offer. Then get better deals online
  10. 10. The buyer: Buy physical items in real shops. </li></ul>http://www.flickr.com/photos/12009357@N08/1204911091/<br />
  11. 11. Media Types<br />Power has shifted from brand to the consumer. <br />Decides where, when and how to shop<br />Mobile devices ensure media shift<br />Marketing media to My media, to Our media<br />Technology allows consumers find the best product<br />Buy it from the right brand. <br />Customers build a relationship with brands. <br />
  12. 12. 5 tips to connect<br />Making connections<br />http://www.flickr.com/photos/22498907@N02/3132241336/<br />
  13. 13. 1: Study their lifestyles<br />Every customer has a lifestyle which goes way beyond your product. <br />Study their lifestyles<br />reallyunderstand how to market to them. <br />You will know what they want to buy<br />http://www.flickr.com/photos/48540379@N02/5202301465/<br />
  14. 14. 2: Timely and Relevant content<br />Marketers have an opportunity to delight customers<br />Make sure your content is compelling and interesting.<br />Correct form factor essential<br />http://www.flickr.com/photos/40645538@N00/5570624657/<br />
  15. 15. http://www.flickr.com/photos/22498907@N02/3132200344/<br />
  16. 16. Social Coupons which can be shared – and can go viral are much better than paper based coupons. <br />They have a huge reach and return. <br />Threshers successful viral coupon campaign <br />3: Social Sharing<br />http://www.flickr.com/photos/pinksherbet/5586475686/in/set-72157610551917961<br />
  17. 17. http://www.flickr.com/photos/22498907@N02/2671222980/<br />
  18. 18. 4: co-ordinated approach<br /><ul><li>Consumer promotions and brand advertising work well together
  19. 19. Higher return than TV campaign on its own.
  20. 20. Old Spice US campaign</li></ul>http://www.flickr.com/photos/86817324@N00/1752254341/<br />
  21. 21. 5: Delight the customer<br />Give them campaigns that they want, in the form factor they want, on the device that they want. Don’t make them change their behaviour to suit you<br />http://www.flickr.com/photos/40645538@N00/5565810331/<br />
  22. 22. Try to understand what your customers want<br />Not what you want them to want. <br />Giving your customers exactly what they want will lead to more sales and success for your business.<br />http://www.flickr.com/photos/pinksherbet/5571253380/<br />
  23. 23. Accompanying document:<br />http://www.scribd.com/doc/57194142/Social-Media-Shopping-and-the-Rise-of-the-Social-Customer<br />
  24. 24. Get your social media strategy right. First time<br />eileenb@amastra.co.uk +44 7764 359 905<br />http://eileenbrown.wordpress.com<br />http://twitter.com/eileenb<br />http://facebook.com/amastra<br />http://Scribd.com/eileenbrown<br />

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