Customer driven marketing: Based upon 2008/2009 Research by Mc Kinsey on almost 20,000 consumers across five industries and three continents shows that proliferation social media, resulted into an Increasingly well informed consumer. Contrary to the funnel thinking, the number of brands under consideration during the active evaluation phase expand rather than narrow. For instance in the skin care business 1.8 brands on average are added in the active consideration phase. So, decision making is not so much a linear funnel but more a circular journey. Marketeers needs to find new ways to get their brands included in the initial consideration set, social media allows for doing so (f.i. social search)Tap into the in store/pre purchase impulse: f.i Mobile enabled barcode scanner to get price and (social network) reviews (f.i Shop Savvy iPhone app) Post purchase phase is a trail period determining consumer loyalty and likelihood for buying again. This is the period to get brand promoters to feed reviews, rating and buzz. Work actively on social CRM. Manage word of mouth towards
Social Media Starter Kit
Getting started with social media<br />
Social Media describes the online tools that people use to share opinions, experiences, and perspectives with each other.<br />
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is!” (Scott Cook)<br />
Social media changes how consumers buy <br />Traditional <br />purchase <br />funnel thinking <br />does not accurately <br />capture the way consumer <br />buy products<br />McKinsey’s* 2009 research shows online influences purchase and loyalty considerably<br />Trigger<br />Source: The Consumer Decision Journey; McKinsey Quarterly 2009<br />
How many social media users turn to social media when making purchase decisions?<br />Source: Flowtown, 2010<br />
76%<br />...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich<br />FUTURELAB<br />
Social media turns around conversation & interaction…<br />Build friendship relations!<br />40%<br />15%<br />People considers social media as a space to express themselves- air their talent<br />People becomes fan of a brand because of the exciting & attractive profile<br />49%<br />25%<br />People searches interactivity- something to do with the brand<br />People forbid advertising of brands they consider non-honest<br />64%<br />22%<br />40%<br />People need to feel that a brand is trustworthy and honest to WOM it<br />People that are friends of a brand, spend more money with it<br />People that are friends of a brand remember it when buying un the street<br />Source: adtofriends study<br />
What are consumers saying about our brand,<br />products and competitors?<br />Collaborate and co-create: use your customer‘s ideas and insights<br />Embracing<br />Listening<br />Talking <br />Supporting<br />Presence on relevant platforms, ongoing communication & relevant, engaging content<br />Social Media Strategy<br />Include customer service and encourage peer-to-peer help<br />Energizing<br />Buzz, buzz, buzz. Target and engage with key influencer and customers.<br />Source: Groundswell, Forrester<br />
Time to change<br />Participate – it’s a conversation, not a monologue.<br />Don’t be shy. Even if you are not the originator of the posts you can still participate and provide context!<br />Lose the idea of control and think about what adds value for customers and prospects.<br />
Listen and interact<br />Key to success: EMPATHY<br />I’m not just listening to you, I hear you. I see and feel what you’re saying.<br />
Give credence to the other party’s feelings and perceptions.
If something is wrong and you have a solution, go for it.
Sometimes nothing is wrong but your customer might perceive that it is wrong. Don’t dismiss their concerns. Provide context and information.
Take every exchange seriously. Do your best. That is all anyone can ask for.
Sincere efforts + consistency = goodwill (even if the problem is not entirely resolved)</li></li></ul><li>Typical mistakes <br />Mind-Stagnation – There needs to be a shift in mindset<br />Lack of dedicated time and resources<br />Put at the front of it a team under-skilled<br />Defining the strategy after the launch<br />Try to control the conversation<br />Not pro-active. <br />Bomb the users with interrupting marketing messages instead of providing relevant and useful content<br />
“We don’t have achoice on whether we DO social media …the question is how well we DO it.”<br />Eric Qualman, Socialnomics<br />