Catching A Lead In Mid-Air

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A roundup of my thoughts so far on the role of social media in the consumer decision journey.
Presented at the first 140 characters conference in Brussels.

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  • 17-03-10 17-03-10
  • Catching A Lead In Mid-Air

    1. 1. Clo Willaerts 17 March 2010 140 Characters Conference Brussels (#140conf Catching a lead in mid-air Social Media vs Lead Generation
    2. 2. Classic Sales Funnel
    3. 3. Looks an awful lot like this
    4. 4. Advertiser vs customers
    5. 5. Branding
    6. 6. Targeting
    7. 7. Sales lead
    8. 8. I am customer, hear me roar! <ul><li>Kryptonite blog storm </li></ul><ul><li>Dell Hell </li></ul><ul><li>United Breaks Guitars </li></ul><ul><li>Kinepolis Gaat Erover </li></ul><ul><li>Juwelier Timmermans vs @kodel </li></ul>
    9. 9. McKinsey: Customer Decision Journey
    10. 10. Social media vs social sales <ul><li>Since web 2.0 the full cycle is visible </li></ul><ul><li>customer experiences drive reviews and conversations </li></ul><ul><li>Challenge: realtime </li></ul><ul><li>Opportunity: </li></ul><ul><ul><li>catching a lead in mid-air </li></ul></ul>
    11. 11. 1/6 Initial consideration set <ul><li>habit, tradition, trust </li></ul><ul><li>mainly consumer-driven information sources </li></ul><ul><li>visible: </li></ul><ul><ul><li>fan on Facebook </li></ul></ul><ul><ul><li>wishlists </li></ul></ul><ul><ul><li>bio </li></ul></ul>
    12. 12. 1/6 Initial consideration set
    13. 13. 2/6 Trigger: new or improved product
    14. 14. 2/6 Trigger: fashion, seasons
    15. 15. 2/6 Trigger: promotions
    16. 16. 2/6 Trigger: promotions
    17. 17. (Sex is a bad trigger, too)
    18. 18. 2/6 Trigger: unexpected <ul><li>e.g. the old one broke, accidents, retail therapy, health issues, death. </li></ul><ul><li>Challenges: </li></ul><ul><ul><li>pain, loss, taboos. </li></ul></ul><ul><li>Opportunity: </li></ul><ul><ul><li>time </li></ul></ul><ul><ul><li>rapid social sales response </li></ul></ul>
    19. 19. 2/6 Trigger: life stage <ul><li>New baby, new job, new boyfriend, new house, ... </li></ul><ul><li>target not on demographics but on phase in life </li></ul><ul><li>online communities </li></ul>
    20. 20. 3/6 Active evaluation <ul><li>information gathering </li></ul><ul><li>window shopping </li></ul><ul><ul><li>facts (about how to use this product): content marketing </li></ul></ul><ul><ul><li>testimonials/reviews (what it is like to use this product) </li></ul></ul>
    21. 21. 4/6 Moment of purchase <ul><li>trust </li></ul><ul><li>convenience </li></ul><ul><li>service </li></ul>
    22. 22. Online purchases 17.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 17.03.10 © Sanoma Magazines Offline Purchases Online Purchases Representative Sample (N = 1010) Boeken CD/DVD/Blu - ray Muziek in digital formaat (MP3 - nummers, albums, etc.) Computer, hardware en software Kleine electronica (bv. digitale camera, iPod, GSM, etc.) Telecom product (internetverbinding, GSM - abonnement, etc.) Erotische producten Financiéle producten (bv. fondsen, aandelen, etc.) Vakantie, tickets voor vliegtuig of trein Huishoudelijke toestellen Juwelen / accessoires Kledij / schoenen Meubilair Gezondheidsproducten (bv. dieet, etc.) Decoratie Tickets voor evenementen Films of TV - series in digitaal formaat (geen DVD) Ander product, nl. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%
    23. 23. 5/6 Postpurchase experience <ul><li>two possibilities: </li></ul><ul><ul><li>happy customer </li></ul></ul><ul><ul><ul><li>loyalty </li></ul></ul></ul><ul><ul><li>unhappy customer </li></ul></ul><ul><ul><ul><li>customer care </li></ul></ul></ul><ul><ul><ul><li>rapid social response </li></ul></ul></ul>
    24. 24. 6/6 Loyalty loop <ul><li>happy customer </li></ul><ul><ul><li>WoM </li></ul></ul><ul><ul><li>fans </li></ul></ul><ul><ul><li>evangelist </li></ul></ul>
    25. 25. But it’s not just a cycle
    26. 26. It’s a dance <ul><li>Do you know the moves? </li></ul>
    27. 27. Plus: you’re naked <ul><li>Know your customers well </li></ul><ul><ul><li>Social CRM </li></ul></ul><ul><li>Transparancy terror </li></ul>
    28. 28. Let’s dance http://www.bnox.be/search/label/conversity @bnox [email_address]

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