Influencing the Buying Process Through Social Media

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A model that enables brands to effectively engage consumers online throughout the entire buying process, no matter at what stage in that process they may be.

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Influencing the Buying Process Through Social Media

  1. 1. Influencing the Buying Process Through Social Media
  2. 2. Extended process due to information available on the social web The Process
  3. 3. Stage one Consumer thought processes I need a new widget, or I want a widget Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information Brand social media activity <ul><li>Brand exposure and awareness through creative and </li></ul><ul><li>engaging relationship-building activity </li></ul><ul><li>Non-sales led approach </li></ul><ul><li>Channels include Facebook, Twitter, YouTube, LinkedIn </li></ul><ul><li>and Flickr </li></ul>
  4. 4. Stage two Consumer thought processes I need a new widget, or I want a widget Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information Brand social media activity <ul><li>Brand exposure and awareness through creative and </li></ul><ul><li>engaging relationship-building activity </li></ul><ul><li>Non-sales led approach </li></ul><ul><li>Channels include Facebook, Twitter, YouTube, LinkedIn and Flickr </li></ul>Consumer thought processes <ul><li>What are my choices? </li></ul><ul><li>Do my friends/networks have any recommendations? </li></ul><ul><li>What are the specific advantages of each of my options? </li></ul>Consumer actions Active research such as asking friends/networks, reading reviews, researching product/service issues, evaluating emotional measures Brand social media activity <ul><li>Push product/service information to influence opinions </li></ul><ul><li>Driving positive feedback into the loop </li></ul><ul><li>Information (not sales)-led approach </li></ul><ul><li>Channels include blogs, review sites, forums, Twitter and </li></ul><ul><li>Facebook </li></ul>
  5. 5. Stage three Consumer thought processes <ul><li>Am I making the right choice? </li></ul><ul><li>Have I considered all the variables? </li></ul><ul><li>What do my friends/network feel about my choice? </li></ul><ul><li>What do my emotions say? </li></ul>Consumer actions Seeking validation and investigating credibility Brand social media activity <ul><li>Harness the extended consideration phase and the </li></ul><ul><li>power of recommendations and advocates using positive </li></ul><ul><li>feedback across all channels </li></ul>
  6. 6. Stage four Consumer thought processes <ul><li>Does the product/service live up to my expectations? </li></ul><ul><li>What is the customer service like? </li></ul>Consumer actions Cognitive dissonance and evaluating the emotional and tangible elements through further validation Brand social media activity <ul><li>Offer effective and efficient customer support and </li></ul><ul><li>service </li></ul><ul><li>Twitter is the ideal channel, to a lesser extent Facebook </li></ul>
  7. 7. Stage five Consumer thought processes <ul><li>Would I recommend it to others? </li></ul><ul><li>What would I improve? </li></ul><ul><li>Shall I tell others about it? </li></ul>Consumer actions Leave information on review sites and post updates across social networks Brand social media activity <ul><li>Monitor brand/product mentions </li></ul><ul><li>Thank, re-post/re-use positive mentions </li></ul><ul><li>Address negative mentions (where appropriate) </li></ul>
  8. 8. Drive brand awareness via non-sales led creative initiatives that build affinity Feed positive product/service information into the social web to inform consumers during research Utilise brand advocates to influence opinions and make recommendations Provide effective and efficient customer support and service Monitor brand/product mentions, utilise positive mentions and address negative mentions Summary

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