Loooong PPT for a meetup I did.the session was 2 hours long! (with a bewak in the middle. Here I put a lot of stuff together around social proof, ZMOT and seo and reputation management. If you can wade through it, this is a good ppt.
ZMOT: 5,000 RespondentsShopper Science was commissioned by Google in 2011 to make more sense ofsocial proof online.5,000
Traditional mental model of marketingBrand Cart Feedback
ZMOT – Zero Moment of TruthBrand Cart FeedbackSocial Proofhttp://bit.ly/prcazmot | Nick Garner | PR & ZMOT
ZMOT is huge84% say ZMOT shaped theirpurchasing decisions.This shows thepower of onlinefeedback and research.
Users are learning to research better...Source:Shopper SciencesIn 2011 the average shopper used 10.4 information sources to make a purchasingdecision in 2011. Up from 5.3 sources in 2010.Different sectors:Varying sources ofinformationVarying importanceof social proof.I.e. Credit cards: 8.5sources & ZMOTinfluenced 75% ofthe decision.Not many sources of information, but ZMOT is important
“People research well ahead of closure”Research CyclesDegree of influencePeriod before purchase
Research Cycles“Depending on the complexity and value of the product orservice, users will research at different times.”
“Depending on the complexity and value of the product orservice, users will vary their research intensity”Research Cycles
Age affects ZMOT...in surprising waysNick Garner | Unibet WGES
Netgen...Internet is a 2nd language15 years of mainstream internet:Source:The Pew Research Center’s Internet & American Life ProjectHypothesis: Learning to use the internet is like learning a language. Nativesunderstand the subtle signals. Late learners can still communicate, just not sowell.
The young use search engines more, buy online more, but dont rate/feedback likeGen X. In total there is 400% more feedback online from people over 35.Source:The Pew Research Center’s Internet & American Life ProjectAll ages: Online behavior
Find your Zero momentsFind the greatest Social Proof hot spots where potential customersseek information and validation about your service or product:- Forums- Trusted Reviews- Thought leaders- Tidy up your Google search results.Manage those touch points. The traffic wont always be big, but thecommercial intent is huge.The process is identical to any territory.