Social's Real Impact – Changing the Way People Make Purchasing Decisions

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Social's Real Impact – Changing the Way People Make Purchasing Decisions

  1. 1. PRESENTATION DETAILS:Socials Real Impact – Changing the WayPeople Make Purchasing DecisionsJanuary 28, 2013
  2. 2. SO HOW ARE WE DOING IT? Evolution of Decision MakingConfidential 2/25/2013 22
  3. 3. TAKEAWAY 2: STATS DON’T LIE Types of Reviews that Influence Us TodayConfidential 2/25/2013 33
  4. 4. TAKEAWAY 1: STATS DON’T LIEReasons US Internet Users Go Online Before Making a PurchaseSource: eMarketer.com 44
  5. 5. WHAT GOOGLE HAS TO SAYSource: eMarketer.com 55
  6. 6. BUYING BEHAVIOR Understanding Information Consumption Peer-to-peer online networks have changed the way people discover information, evaluate, and purchase products and services The decision to buy occurs around people, places and content of interest- known as the “Conversation Layer” and is happening in both owned and un-owned social properties Consumers joining the “Conversational Layer” represents risk reduction behavior– fundamental when designing a social & content strategyConfidential 2/25/2013 66
  7. 7. DARK SOCIALSource: pardot.com 77
  8. 8. THE INFORMATION BORGSource: kotaku.comConfidential- Client Name Here 2/25/2013 8 8
  9. 9. ONLINE DISCUSSIONConfidential 2/25/2013 99
  10. 10. So what are my questions for the audience? How does this effect my budget? How does this effect my org chart? How does this effect relationships with vendors? What is technology’s role?Confidential 2/25/2013 10 10
  11. 11. How does this effect my budget?Confidential 2/25/2013 11 11
  12. 12. HOW DOES THIS EFFECT MY BUDGET? 1. Becoming a Publisher – Content 2. Loyalty and Call Center 3. Product Development 4. Reduction in Awareness MediaConfidential 2/25/2013 12 12
  13. 13. How does this effect my org chart?Confidential 2/25/2013 13 13
  14. 14. HOW DOES THIS EFFECT MY ORG CHART? CMO V.P. Marketing V.P. Marketing Technology ChannelsConfidential 2/25/2013 14 14
  15. 15. How does this effect relationships with vendors?Confidential 2/25/2013 15 15
  16. 16. HOW DOES THIS EFFECT RELATIONSHIPS WITH VENDORS? 1. We have too many of them. 2. Specialists are ruling the day. 3. They better be tech savvy. 4. Where does the big idea come from? Does it matter? 5. Which vendor should I use?Confidential 2/25/2013 16 16
  17. 17. What is technology’s role?Confidential- Client Name Here 2/25/2013 17 17
  18. 18. WHAT IS TECHNOLOGY’S ROLE? CMO will have same number of IT folks reporting to him or her as the CTOConfidential 2/25/2013 18 18
  19. 19. So how are we doing it? R2i Case StudyConfidential 2/25/2013 19 19
  20. 20. OUR CLIENTS The 365 degree brandConfidential 2/25/2013 20 20
  21. 21. SO HOW ARE WE DOING IT? “We aren’t going to advertise anymore, we are going to manage communities.” CMO – Coca ColaConfidential 2/25/2013 21 21
  22. 22. SO HOW ARE WE DOING IT? Takeaway 1: Decision Making is the COREConfidential 2/25/2013 22 22
  23. 23. SO HOW ARE WE DOING IT? Takeaway 2: Decisions are made in the “Conversation Layer”Confidential 2/25/2013 23 23
  24. 24. SO HOW ARE WE DOING IT? Takeaway 3: MAP the Conversation Layer = StrategyConfidential 2/25/2013 .24 24
  25. 25. SO HOW ARE WE DOING IT? Takeaway 4: Advise all areas of channel activationConfidential 2/25/2013 .25 25
  26. 26. SO HOW ARE WE DOING IT? The New Org Chart: Conversation Layer TeamConfidential 2/25/2013 26 26
  27. 27. SO HOW ARE WE DOING IT? Leads Dashboard October 1-31, 2012 IMPACT OF DIGITAL MARKETING ON LEADS KEY TRENDS AND INSIGHTS • EMAIL: Highest conversion rates driven Social posts Email by emails that provide specific value PPC Registrations • SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering- focused • PPC: Retargeting is the campaign with FINANCIALS the highest rates of conversion • REGISTRATION: Most attendees encounter 5 touch points before converting CONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT RECOMMENDED ACTIONS 30 • Optimize editorial calendar with 25 conversion-driving content 20 • Redouble Twitter efforts focusing Researching insulation 15 options on Partnering-centric content 10 • Post purchase an additional 20% of PPC Move 5 budget into retargeting Green Tactics Research 0 • Continue coordination of messaging ts SF am am n or tio Ki tit Compare brands/ Installation BA Fo fo la pe n su tio y Method om y ra ra In lla Sp C Sp ta s en In re IY G DConfidential 2/25/2013 27 27
  28. 28. KEEP IN TOUCH www.r2integrated.com Matt Goddard, CEO R2integrated- Digital Marketing & Technology 
[P] 410.327.0007 [E] mgoddard@r2integrated.com Twitter: @R2imatt Cheryl Dickison, VP of Sales, East Region R2integrated- Digital Marketing & Technology 
 [P] 703.405.7348 [E] cdickison@r2integrated.com Twitter: @cdickison 28 28

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