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Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing

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How we interact with consumers, detractors and brand loyalists has changed significantly over the past decades, and continues to rapidly evolve with how quickly we can exchange information. Emotions, purchase intent, influence and markets are all in flux.

What product marketers are learning now is how insights from social media can change and improve not only the product, but the overall customer experience as well.

Join Kelly Autenrieth, User Adoption Team Lead, North America at Brandwatch, and Brit Ferguson, Account Manager at Brandwatch, for our next webinar, where they will highlight key use cases for planning a social strategy that’s got a rewarding shelf-life for you and your consumer.

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Influencing the Moment of Truth: Utilizing Social Insights for Product Marketing

  1. 1. KELLY AUTENRIETH & BRIT FERGUSON Utilizing Social Insights for Product Marketing Influencing the Moment of Truth
  2. 2. Introductions KELLY AUTENRIETHBRIT FERGUSON
  3. 3. Don’t be shy We’d love your participation • Ask questions in the session chat • Tweet about discussion A download and recording of the webinar will be made available after the event @brandwatch #brandwatchtips
  4. 4. • Cited as a Leader in the Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016 • 1200+ clients in 20+ international markets • 98% customer satisfaction • Over 30% of Fortune 100 • 300+ employees • International New York/San Francisco/Brighton/Berlin/Stuttgart/Singap Brandwatch
  5. 5. Plan of Action • Defining the moment of truth • Consumer’s actions + your strategy = influencing the cycle • Visualizing your data • Identifying successful brands • Recap & Q&A
  6. 6. Moment of truth
  7. 7. ZMOT - Google
  8. 8. They = Consumer
  9. 9. You = Brand
  10. 10. The Search Begins THEY • Read forums and reviews • Ask other parents • Identify brands and product types YOU • Content planning and strategy • Influencer identification • Purchase intent
  11. 11. Visualize It TOP AUTHORS (PHASE 1) TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2) TOP SITES (PHASE 1)
  12. 12. Examples
  13. 13. Examples
  14. 14. First Moment of Truth THEY • Price and product comparisons • Package Appearance • Where to buy YOU • Localization • Packaging strategy • Market research
  15. 15. Visualize It
  16. 16. Visualize It
  17. 17. Examples Festina Watches Neiman Marcus
  18. 18. Experience & Post-Purchase THEY • Purchase • Additional research for what might have been missed • Reading and sharing experiences • Reconsideration YOU • Customer service • Customer feedback • Marketing campaigns • Promotions
  19. 19. Visualize It (((I OR we) NEAR/5f (purchased OR bought)) NEAR/10f ("backyard discovery"))
  20. 20. Examples
  21. 21. Recap & Takeaways • You can help influence the Moment of Truth • Keep the consumer at the forefront • Can’t spell they without you • Social data is an always-on approach
  22. 22. Q&A
  23. 23. nyk.brandwatch.com

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