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Social Media vs Sales: Milking the cow metaphor

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My slides for a session at
Stichting Marketing expertgroep Digitale Marketing
Googleplex Brussels

Published in: Business, Technology

Social Media vs Sales: Milking the cow metaphor

  1. 1. Social Media vs Sales: Milking the cow metaphor Clo Willaerts, 21 June 2010 Stichting Marketing expertgroep Digitale Marketing Googleplex Brussels
  2. 2. Growing up on a farm
  3. 3. Classic sales funnel <ul><li>The Sales Funnel </li></ul><ul><li>Fat pipeline equals skinny kids </li></ul>
  4. 4. Looks an awful lot like this
  5. 5. Advertiser vs consumers
  6. 6. Branding
  7. 7. Targeting
  8. 8. Sales lead
  9. 9. Raging cows <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>
  10. 10. 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>
  11. 11. McKinsey: Customer Decision Journey
  12. 12. Status updates are the window to your soul Source: http://youropenbook.org/
  13. 14. 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>
  14. 15. Conversity: sneak preview
  15. 16. 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>
  16. 17. 1/6 Initial consideration set
  17. 18. 2/6 Trigger: new or improved product
  18. 19. 2/6 Trigger: fashion, seasons
  19. 20. 2/6 Trigger: promotions
  20. 21. 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>
  21. 22. 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>
  22. 23. 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>
  23. 24. 4/6 Moment of purchase <ul><li>trust </li></ul><ul><li>convenience </li></ul><ul><li>service </li></ul>
  24. 25. 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>
  25. 26. 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>
  26. 27. <ul><li>Work title: The Ultimate Guide To Tracing And Influencing Consumers’ Buying Decisions Through Social Media </li></ul><ul><li>Out in September 2010 </li></ul>Made with http://www.oreillymaker.com/
  27. 28. This presentation: http://www.slideshare.net/bnox http://www. conversity .be Thank you! c. [email_address] .be

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