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Social Media Forum: How to track and map consumer buying intentions using social media


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Social Media Forum: How to track and map consumer buying intentions using social media

  1. 1. Clo Willaerts @bnox Social Media Forum 25 June 2010 , Brussels How to track and map consumer buying intentions using social media
  2. 2. Social media heartbreak <ul><li>Barack Obama </li></ul><ul><li>campaigning </li></ul><ul><li>losing grip </li></ul><ul><li>traffic as a KPI </li></ul><ul><li>social networks ≠ social media </li></ul>
  3. 3. The end of the industrial era is making everybody very nervous <ul><li>Power shift </li></ul><ul><ul><li>Consumer centric (not: advertiser centric) </li></ul></ul><ul><ul><li>Distributed publishing model (not: broadcasting) </li></ul></ul><ul><ul><li>Consumer profiles are dynamic (not: static) </li></ul></ul><ul><ul><li>Dialogue, momentum (not: one-off, campaign) </li></ul></ul><ul><ul><li>Portable/mobile (not: permanent, “build it and they will come”) </li></ul></ul><ul><li>Money shift </li></ul><ul><ul><li>SEO/SEA, SMO/SMA </li></ul></ul>
  4. 4. Don’t panic
  5. 5. 4 steps <ul><li>observation </li></ul><ul><li>conversation </li></ul><ul><li>conversion </li></ul><ul><li>inspiration </li></ul>
  6. 6. The Observation Where are your customers online? What are your customers social behaviors online? How do your customers use social technologies in the context of your products. Who trusts them? What is your customers social influence? What social information or people do your customers rely on?
  7. 7. Observation: focus <ul><li>platform based </li></ul><ul><ul><li>social networks </li></ul></ul><ul><ul><li>social media </li></ul></ul><ul><li>product based </li></ul><ul><ul><li>self help: casual monitoring </li></ul></ul><ul><li>consumer based </li></ul><ul><ul><li>social crm </li></ul></ul><ul><ul><li>buying decisions cycle </li></ul></ul>
  8. 8. Social networks <ul><li>Definition: profile page, contacts, connecting </li></ul><ul><li>Relevant for Belgium: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Netlog </li></ul></ul><ul><ul><li>Skyrock </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul>
  9. 9. Facebook <ul><li>Good for: </li></ul><ul><li>Relationship marketing: great for engaging people who already like your brand, want to share their opinions , and participate in giveaways and contests </li></ul><ul><li>Brand exposure: Facebook brand pages are great for brand exposure. Jump-start your brand exposure through the ad platform . </li></ul><ul><li>Not for: </li></ul><ul><li>Traffic to your site, SEO </li></ul><ul><li>Remember: </li></ul><ul><li>profiles are for people (and their status updates are the windows to their souls) </li></ul><ul><li>pages are for brands/companies (use rss->notes + now with improved analytics) </li></ul><ul><li>groups are for stuff people or for or against </li></ul>
  10. 10. Linkedin <ul><li>Good for: </li></ul><ul><li>Brand exposure: effective for personal branding and demonstrating your organisation's professional prowess. </li></ul><ul><li>Not for: </li></ul><ul><li>Relationship marketing: e.g. by answering industry-related questions, establishing yourself as an expert in the field. </li></ul><ul><li>SEO: very high page rank for your company name or individual employees' names, but that's about it. </li></ul><ul><li>Traffic to your site: Unlikely </li></ul><ul><li>Bonus tip: integration </li></ul>
  11. 11. Social media <ul><li>Definition: media, publishing, sharing </li></ul><ul><li>Relevant for Belgium: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  12. 12. Twitter audience
  13. 13. Twitter <ul><li>Good for: </li></ul><ul><li>Relationship marketing: shoot the breeze - track what people are saying about you and your competitors </li></ul><ul><li>Brand exposure: help your company stand out from the masses by offering unique value </li></ul><ul><li>Not for: </li></ul><ul><li>Traffic to your site </li></ul><ul><li>SEO: but tweets will rank high in search results </li></ul><ul><li>Works best for: breaking news, celebrities vs their fans, linkdumping, polling, last minute offers, lifestreaming. </li></ul>
  14. 14. Flickr <ul><li>Good for: </li></ul><ul><li>SEO: Heavily indexed in search engines, passing links and page ranks. Also helps images rank higher in Google Images and in building inbound links </li></ul><ul><li>Not for: </li></ul><ul><li>Relationship marketing, Brand exposure, Traffic to your site. </li></ul><ul><li>Bonus tip: </li></ul><ul><li>Flickr (Yahoo) - Facebook integration </li></ul>
  15. 15. YouTube <ul><li>Good for: </li></ul><ul><li>Relationship marketing: Whether you see to entertain , inform , or both, video is a powerful channel for quickly engaging your customers, responding to complaints, and demonstrating your social media savvy. </li></ul><ul><li>Brand exposure: One of the most powerful branding tools on the Web </li></ul><ul><li>SEO: Videos rank high. Also a tried-and-true way for your brand to gain exposure. </li></ul>
  16. 16. Blogs are not dead Source:
  17. 17. What kind of blogs do Belgians read? <ul><li>66.3%: Personal & family of friend blogs </li></ul><ul><li>36.4%: Technology </li></ul><ul><li>33.2% News/current affairs </li></ul><ul><li>26.8%: Music </li></ul><ul><li>24.9%: Film/TV </li></ul><ul><li>24.0%: Travel </li></ul><ul><li>21.1%: Opinions on products and brands </li></ul><ul><li>20.5%: Computers </li></ul><ul><li>18.3%: Sport </li></ul><ul><li>18%: Gaming </li></ul><ul><li>11.7%: Business/marketing news (relevant to my current job) </li></ul><ul><li>11.5% Business/marketing (general news and opinion) </li></ul><ul><li>9.9%: Celebrities </li></ul><ul><li>9.6%: Science </li></ul><ul><li>7.1%: Other </li></ul><ul><li>Seems that the rankings of blogs most liked in Belgium are similar to the ranking in the Netherlands, Personal score best, followed by technology, news and entertainment (music, film). </li></ul>Source: BIM 2008 & BVLG’s Social Media Monitor
  18. 18. Product based: self help
  19. 19. Buzz monitoring: trend tools <ul><li> </li></ul><ul><li> powered by Attentio </li></ul><ul><li>buzz. linkedin .com What they say about your company on Twitter </li></ul><ul><li> </li></ul>
  20. 20. Casual Monitoring: Google alerts
  21. 21. Monitoring:
  22. 23. Social CRM
  23. 24. The customer decision journey (McKinsey)
  24. 25. presence customer care activation optimisation Foster dialog with current and prospective customers Conversation
  25. 27.
  26. 28. Conversion top of mind trigger evalution purchase post-purchase
  27. 30. Online Purchase Influencers <ul><li>68% Online coupons </li></ul><ul><li>61% Consumer reviews on shopping sites </li></ul><ul><li>45% Emails from companies/brands </li></ul><ul><li>41% Articles read online </li></ul><ul><li>36% Content on brand/company sites </li></ul><ul><li>33% Blog recommendations </li></ul><ul><li>32% Online community discussion forums </li></ul><ul><li>19% Facebook/Twitter posts from friends </li></ul><ul><li>15% Coupons/promos on mobile device </li></ul><ul><li>11% Facebook/Twitter posts from brands </li></ul><ul><li>Source: SheSpeaks/iVillages Shopper Study Report, U.S., May 2010 </li></ul>
  28. 31. Viral coupons
  29. 34. 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>
  30. 35. 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>
  31. 36. Social media for innovation: social media policy hires and trainings product innovation service innovation Inspiration Put the “public” back in Public Relations Put the “care” back in Customer Care  80% of success is getting your company ready - only 20% is about the technologies. Treat social success like launching a new product.
  32. 37. Rinse, repeat
  33. 38. Clo Willaerts @bnox This presentation: