A presentation about the complex online journeys of users and how we should interpret the influence of all the different marketing channels and brand touchpoints in their path.
This presentation was held by Mark Creighton, managing partner at i-level, at an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.
5. Blogs
Consumer
reviews
Post-internet Official editorial vs.
User ratings Post question on
Yahoo answers
Shop 1 Kelkoo
Budget Plasma
Screens ârâ Decision
us.com Purchase
Discussion Ebay
Google
with partner
Shop 2
Official
Brand site
Discussion Banner ads
with partner
Customer feedback Associated forums
Extended network through online
communities (messenger / email /
facebook)
7. Understanding the stages of a journey canÂ
improve effectiveness
Last Event +4
Last Event +3
Last Event +2
Last Event +1
Last Event
Sale
⪠Paid Search ⪠Affiliate ⪠Display ⪠SEO
16. Freemiums o ffe
d ig r
i
products bou tal
Theyâre used to getting
nty
exclusive
things for free. wallpaper
discount
codes
20% of users make friends
with a brand because of the
âfree stuffâ that the brand services tickets
offers. behind the scenes footage
âAfter befriending a brand I expect in return things like discounted products,Â
freebies, information, updates on products, vouchers and tickets to events.Â
To add incentive, these things should be exclusive to their MySpace
community.Â
We want to feel special.â Stuart Jenkins, 20, Portsmouth
Stuart Jenkins, 20, Portsmouth
17. Eye Candy lo o
k
goo
15% of social network users say d
that a brand must have an
exciting and attractive
profile before they consider
making them a friend
810,000 users think thatÂ
businesses with badly designed profileÂ
shouldnât be allowed on the network
âIf a profile is designed badly andÂ
looks very basic, I would questionÂ
whether the brand was really behindÂ
itâ
Marguerite Pain, 32, Cambridge
Marguerite Pain, 32, Cambridge
18. Huge opportunity if you get it right
Post comments
about it on other websites
(28%)
IM others about the
advertiser (34%) Forward the
advertiser to a friend
(19%)
Text their friends about
it (24%)
Talk about the Write or upload content
advertiser on a forum about the advertiser on
(18%) their own blog or website
(18%)
19. Increase brand preference
amongst 16-25 year olds by
creating a partnership
between Samsung & Music
Creating a long term relationship with the
audience. Adding value to their community
20. Creating a relationship with Bebo beyondÂ
advertising
Music
with
Samsung Bebo Nights:
Beat: Music Homepage
The
Samsungâs Home on
A daily Bebo will be for
A monthly live gig co-
on music show
Bebo.
produced by held at
exclusively Samsung
Backstage Samsung,
Beboers access,
competitions, Bebo
Endemol and polls,
Gibsons studios
Branded
blogs and videos
23. What it has achieved so far..
Exposure 10,200,000 unique users
(thatâs nearly everyone on Bebo)
6,250,000 Views of the Beat Music show
(Daily Music Video show created by Endemol)
745,000 Samsung profile views
(the highest number of advertiser views on bebo â ever!)