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10/23/2011   1    Consumer - Social Chameleon    and Customer Journey ManagementToni KeskinenCustomer Journey Specialist &...
10/23/2011   2Approach               Behavioral economics    Psychological & social phenomena                            r...
10/23/2011   3Approach               Toolkit           Choice Architechture
10/23/2011   4   At best..Choice architechture
10/23/2011   5Customer’s will find their own way anyway..
10/23/2011   6..or you can adopt to customer behavior and act on it
10/23/2011   7Prologue: Joe Pine, Infinite Possibility    http://www.youtube.com/watch?v=dAdZPy3TwUE&feature=related
10/23/2011   8Consumer – Reality is often different fromsocial mask or charachter
10/23/2011   9Consumer – Reality is often different fromsocial mask or charachter    Nevermind    the reality
10/23/2011   10Consumer – Reality is often different fromsocial mask or charachter                Concentrate on          ...
10/23/2011   11Chameleons blend in..You just need to know in what they blend in
10/23/2011   12    One person - several representations of selfProfessional representation    Generic/casual representation
10/23/2011   13  One person - several representations of selfProfessional representation   Best-of representation
10/23/2011   14     Social Media behavior?    Who’s your target group?                What attributes they would like to c...
10/23/2011   15Customer Journey behavior typologies              Tourer:              Journey is importat in it self, enjo...
10/23/2011      16Customer Journey behavior typologies inFunnel- where you can influence your potential customers?        ...
10/23/2011   17Customer Journey behavior typologies              Tourer:              Contributors, most likely to share e...
10/23/2011   18Well, a coin has two sides..                          & CUSTOMER
10/23/2011   19Businesses are not createdequal- BRAND                 vs.Un-known brand         Strong brand - convenient-...
Businesses are not created                                                                                    10/23/2011  ...
10/23/2011   21       Customer journey dynamics       -Selling or buying?                        0%                       ...
10/23/2011   22       Customer journey dynamics       - Selling or buying?                        0%                      ...
10/23/2011   23       Customer journey dynamics       -decision weight & intensity             3i = Interest,             ...
10/23/2011   24       Customer journey dynamics       -decision weight & intensity + behavioral emphasis              3i =...
10/23/2011   25       Customer journey dynamics       -decision weight & intensity VS. impulse sensitivity                ...
10/23/2011   26       Customer journey dynamics       -SoMe role: Approach VS. impulse sensitivity                        ...
10/23/2011   27       Customer journey dynamics       -SoMe role: Approach VS. impulse sensitivity                        ...
10/23/2011   28       Customer journey dynamics       -Behaviour dynamics by Context and Brand Preference                 ...
10/23/2011   29       Brand & behavior       -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs                 Journ...
10/23/2011   30       Brand & behavior       -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs                 Journ...
10/23/2011   31       Brand & behavior       -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs                 Journ...
10/23/2011   32       Brand & behavior       -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs                 Journ...
10/23/2011   33Case: Apple iPhone 4S => News = free media
10/23/2011   34Case: H&M creating news
10/23/2011   35How to plan your SoMe strategy?                            Sync                                           P...
10/23/2011   36 How to plan your SoMe strategy?  ”What ever you decide or do, prepare to speak about it in a next day’snew...
10/23/2011   37    Thank you and questions, please :)Toni KeskinenMarketing architechtToinen Helsinki+358 50 5522276Toni.k...
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How to align Social media strategy with your Customer Journey Design

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This presentation is about how to analyse your customers and their behavior in order to create right conceptual approach in social media. This material offer a contextual and brand strenght based framework for different kinds of businesses to approach social media in a right way with realistic expectations

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How to align Social media strategy with your Customer Journey Design

  1. 1. 10/23/2011 1 Consumer - Social Chameleon and Customer Journey ManagementToni KeskinenCustomer Journey Specialist &Marketing ArchitechtToinen Helsinki+358 50 5522276Toni.keskinen@toinen.fi
  2. 2. 10/23/2011 2Approach Behavioral economics Psychological & social phenomena result Choices with economic outcomes
  3. 3. 10/23/2011 3Approach Toolkit Choice Architechture
  4. 4. 10/23/2011 4 At best..Choice architechture
  5. 5. 10/23/2011 5Customer’s will find their own way anyway..
  6. 6. 10/23/2011 6..or you can adopt to customer behavior and act on it
  7. 7. 10/23/2011 7Prologue: Joe Pine, Infinite Possibility http://www.youtube.com/watch?v=dAdZPy3TwUE&feature=related
  8. 8. 10/23/2011 8Consumer – Reality is often different fromsocial mask or charachter
  9. 9. 10/23/2011 9Consumer – Reality is often different fromsocial mask or charachter Nevermind the reality
  10. 10. 10/23/2011 10Consumer – Reality is often different fromsocial mask or charachter Concentrate on what they want to appear to be
  11. 11. 10/23/2011 11Chameleons blend in..You just need to know in what they blend in
  12. 12. 10/23/2011 12 One person - several representations of selfProfessional representation Generic/casual representation
  13. 13. 10/23/2011 13 One person - several representations of selfProfessional representation Best-of representation
  14. 14. 10/23/2011 14 Social Media behavior? Who’s your target group? What attributes they would like to connect with their SoMe representation? How and for what purpose they use SoMe for (use conventions)? What’s the context they use or buy your product or service?What do they think about your brand? What can you expect from them?
  15. 15. 10/23/2011 15Customer Journey behavior typologies Tourer: Journey is importat in it self, enjoying the ride, adventure, interest in comparison and testing new Destination driven: Convenience and 3rd party recommendations Public opinion driven (habit): No-brainer, safe bet, no risks what so ever
  16. 16. 10/23/2011 16Customer Journey behavior typologies inFunnel- where you can influence your potential customers? Tourer Destination Public opinion driven driven Need, attitude + + - Awareness + + - Searching & comparison + - - Decision + + + Purchase + + + Use experience + + - Recommendation + - - Influence Tactical all the way triggering
  17. 17. 10/23/2011 17Customer Journey behavior typologies Tourer: Contributors, most likely to share experiences, opinions and recommendations Destination driven: Strong consumers of others opinions Public opinion driven (habit): Least connected, act only if the brand is generally accepted, change opinion very slowly
  18. 18. 10/23/2011 18Well, a coin has two sides.. & CUSTOMER
  19. 19. 10/23/2011 19Businesses are not createdequal- BRAND vs.Un-known brand Strong brand - convenient- risky choice and obvious choice
  20. 20. Businesses are not created 10/23/2011 20 equal -CONtExt: ACtivity (whO’s ACtivE) / dECisiON wEight & intensity 3i = Interest, involvement, investment 100% Active party Active party Seller 0% 100% Buyer 0%Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  21. 21. 10/23/2011 21 Customer journey dynamics -Selling or buying? 0% Activity level 100% Selling Buying =no demand = demand Weaker brands Strong brands Proactive contacting: Reactive contacts, PR, SoMe, partners. Tele outbound, tactical online, SEM, SEO, online services, store, cc, own door to door, communities and mediums Direct mail, face to face Goal: lower CPO Goal: higher conversionSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  22. 22. 10/23/2011 22 Customer journey dynamics - Selling or buying? 0% Activity level 100% Selling Buying =no demand = demand Weaker brands Strong brands Proactive contacting: Reactive contacts, PR, SoMe, partners. Tele outbound, tactical online, SEM, SEO, online services, store, cc, own door to door, communities and mediums Direct mail, face to face MUST JUSTIFY PURCHASE OBVIOUS CHOICESource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  23. 23. 10/23/2011 23 Customer journey dynamics -decision weight & intensity 3i = Interest, 100% Buying an involvement, apartment, investment car.. Coffee to go, candy, toilet 0% paperSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  24. 24. 10/23/2011 24 Customer journey dynamics -decision weight & intensity + behavioral emphasis 3i = Interest, 100% Buying an Tourer involvement, apartment, investment car.. Destination Driven Coffee to go, Habit or candy, toilet impulse 0% paperSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  25. 25. 10/23/2011 25 Customer journey dynamics -decision weight & intensity VS. impulse sensitivity 100% 0% 0% 100% Decision weight & vs. Impulse sensitivity intensity (Lead time from impulse to action)Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  26. 26. 10/23/2011 26 Customer journey dynamics -SoMe role: Approach VS. impulse sensitivity 0% SUPPORTING, ADVICE, SELLING BY SERVICING (Systemic & facts based) NEWS FUN, ENTERTAINING 100% Impulse sensitivity (Lead time from impulse to action)Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  27. 27. 10/23/2011 27 Customer journey dynamics -SoMe role: Approach VS. impulse sensitivity 0% SUPPORTING, ADVICE, SELLING BY SERVICING (Systemic & facts based) NEWS FUN, ENTERTAINING 100% Impulse sensitivity (Lead time from impulse to action)Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  28. 28. 10/23/2011 28 Customer journey dynamics -Behaviour dynamics by Context and Brand Preference 3i = Interest, involvement, investment 100% Temptations Must haves Seller Buyer (strong demand) Extras, utilities, Necessities, pleasures habit buying 0% Challengers Strong brandsSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  29. 29. 10/23/2011 29 Brand & behavior -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs Journey driven Destination driven Public opinion driven (no-brainer) Innovators, early adapters Laggards NEW BRANDS DOMINANT BRANDS ”Interesting, ”Good feedback, ”This is considered to I could test” and reviews, I’m in” be a safe choice”Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  30. 30. 10/23/2011 30 Brand & behavior -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs Journey driven Destination driven Public opinion driven (no-brainer) Innovators, early adapters Laggards NEW BRANDS DOMINANT BRANDS Interesting, Good feedback, This is considered to I could test And reviews, I’m in be a safe choice Impulse sensitivity explain speed of change opportunities Strong = Fast Weak = SlowSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  31. 31. 10/23/2011 31 Brand & behavior -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs Journey driven Destination driven Public opinion driven (no-brainer) NEW BRANDS DOMINANT BRANDS 100% Natural news value 0%Source: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  32. 32. 10/23/2011 32 Brand & behavior -sOME strAtEgy’s rOlE fOr brANds iN diffErENt POsitiONs Journey driven Destination driven Public opinion driven (or habit) NEW BRANDS STRONG DOMINANT BRANDS CHALLENGER =>founder’s pride result =>must renew and concept =>must constantly bring on new sharing and concepts, spark interest and new in order to keep recommendations IF renew brand’s connection to growing stronger customer experience is great customers OR declineSource: Customer Journey Management – The book by Toni Keskinen & Jarmo Lipiäinen
  33. 33. 10/23/2011 33Case: Apple iPhone 4S => News = free media
  34. 34. 10/23/2011 34Case: H&M creating news
  35. 35. 10/23/2011 35How to plan your SoMe strategy? Sync Position CUSTOMER-Needs and interests -Context-Behavior -Brand-Social media conventions -Position
  36. 36. 10/23/2011 36 How to plan your SoMe strategy? ”What ever you decide or do, prepare to speak about it in a next day’snewspaper. For a customer a brand is a one single entity from marketing toCEO’s financial day presentation or from product launch event to newsletter and other people’s experiences” Toni Keskinen
  37. 37. 10/23/2011 37 Thank you and questions, please :)Toni KeskinenMarketing architechtToinen Helsinki+358 50 5522276Toni.keskinen@toinen.fi

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