SlideShare a Scribd company logo
1 of 12
Engaging Consumers Where It Matters Most
   How to Win Fans and Influence People In Today’s
             “Social Customer Lifecycle”
Contents

Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 2

The Traditional Customer Journey ............................................................................................... . . . . . . . . . . . . 2

The Evolved Social Customer Journey . . ........................................................................................ . . . . . . . . . . . . 2

Discover.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 2

	        Spotlight: H&M. . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 3

Evaluate.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 3

	        Spotlight: Hawaii Visitors and Convention Bureau. ......................................................................... . . . . . . . . . . . . 4

Buy	 . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 4
   .


	        Spotlight: So Delicious. . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 4

Access.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 5

	        Spotlight: Rokenbok. . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 5

Use	. . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 6

	        Spotlight: Mashable.. . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 6

Get Support.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 7

	        Spotlight: Wildfire (That’s Us!) .. . . ...................................................................................................... . . . . . . . . . . . . 7

Off the Path: Persistent Threats and Opportunities within the Social Customer Lifecycle. . . . . . 7

Re-Engage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8

Leave.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8

Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8
Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s
             
             “Social Customer Lifecycle”



Introduction                                                                        To reframe the journey and understand consumer touchpoints,
According to global study of 28,000 consumers in 56 countries                       decision-making processes, and interactions that lead to (or
conducted by Nielsen, online consumer recommendations                               away from) a purchase decision, we need to factor in the impact
are the second most trusted source of brand advertising,                            of social media on consumer behavior. In 2012, Forrester
second only to “recommendations from people I know”.1 This                          Research introduced an evolved model of the customer
means that consumers are looking to information from their                          experience journey in the paper “How Does Social Media
peers and networked connections, offline and online, to assist                      Contribute to Customer Experience? Let Us Count the Ways.”
in evaluating and choosing between options while making                             The model, consisting of eight distinct phases, introduces
purchase decisions.                                                                 opportunities for brands to invigorate user activity, encourage
                                                                                    discovery, and create engaging touchpoints for consumer
In sales and marketing education, we read about the customer’s                      interaction through a “new” marketing funnel.
journey through a funnel of brand interactions that lead to the
moment of purchase. Visuals show a sales funnel that is wide                        The Evolved Social Customer Journey
at top, narrowing as customers evaluate different purchase
options, strip away choices, make changes, absorb information,
and finally buy.

This funnel is outdated with respect to today’s social consumers:
those deeply plugged into social networks, absorbing
information from news feeds full of commentary and opinions
from their extended networks. Today’s consumer creates
reviews for his social networks, reads critiques created by his
peers, and changes his purchasing decisions based on these
                                                                                    Source 1: Framework adapted from : Forrester Research Inc., “How Does Social
conversations. Many times, the brand isn’t involved in any stage                    Media Contribute to Customer Experience,” January 2012
of the decision-making process. How can this be changed?

In this report, we explore the evolved social customer lifecycle.                   The new social customer goes through a distinct six-step
                                                                                    journey, spanning pre- and post- purchase decision timelines.
By referencing a new social customer journey framework
                                                                                    The model also accounts for the potential that a customer could
developed by Forrester Research, Inc., we will:
                                                                                    drop-off at any point in the timeline, as well as the opportunity
•	 take a look at key customer interactions with social media at                    for brands to re-engage consumers at every turn, potentially
   every step leading to purchase,                                                  activating loyal brand advocates.

•	 recommend strategies for brands to capitalize on these                           Let’s take a deep dive into this new framework.
   consumer touchpoint opportunities,
                                                                                    Discover
•	 and learn from the successful practices of a variety of current
   brands making the most of social media marketing.

The Traditional Customer Journey                                                                                                                        Source 1

The traditional customer journey, or sales funnel, is one
directional. As prospective customers make their way through                        In the Discovery stage, the consumer is noticing relevant
the funnel, they pass through stages: Awareness, Interest,                          content that exists within social media channels from peers, or
Evaluation, Commitment, Referral, and (hopefully) Repetition.                       produced by brands. Consider this phase of the lifecycle a clean
The framework doesn’t account for any type of outside                               slate— the consumer may not have ever heard of your brand,
influence, like influence resulting from social media interactions.                 let alone considered buying from you to fulfill a need. Discovery
                                                                                    is a very logical piece of the lifecycle journey that is facilitated
                                                                                    by social media. For example, photos, commentary, reviews,
                                                                                    blog posts, and videos created by friends and members of the
                                                                                    consumer’s network, as well as by brands themselves, each
                                                                                    create opportunities for consumers to discover new brands.


1	Nielsen, “Consumer Trust in Online, Social, and Mobile Advertising Grows,” 2012




2
account, discovery is further facilitated for new consumers when
                US consumers create over 500 billion
                                                                                           they see social signals incorporated into their search results.
                     online media impressions
                    about products and services                                            As a result of adding social extensions to their existing search
                                                                                           ads, HM reported a 22% lift in click-thru rates.

In fact, according to Forrester Research Inc, US consumers                                 Evaluate
create over 500 billion online media impressions about products
and services!2 At an even more granular level, 76% of the
World’s population is connected to not only each other, but also
                                                                                                                                                   Source 1
information sources (like brands and websites) through mobile
devices.3 The opportunity for your brand to be discovered by                               In the Evaluation
a consumer while casually consuming content, across multiple                               stage, the consumer             36% of US online adults
screens is huge, and not to be ignored.                                                    is interacting with            are “Critics,” or users who
                                                                                           communities and              contribute to ratings, reviews,
                                                                                           utilizing user-generated    blogs, and other social channels
                                                                                           content to inform                 to voice their opinion
Spotlight: HM
                                                                                           decisions. Forums,
HM engages its social communities while simultaneously                                    discussion boards,
creating opportunities for driving discovery. In the example                               groups, and branded pages are all places that a consumer
below, the fashion brand                                                                                              explores at this stage, observing
supplied a steady stream                                                                                              others’ conversations and jumping
of interactive content                                                                                                in with questions or feedback
tailored specifically to G+.                                                                                          of his own when he requires
Each post was crafted to                                                                                              clarification on a topic.
stimulate response posts                                                                                                 The opinions and commentary
and re-shares from users.                                                                                                recorded by real product users
These engagements, while                                                                                                 in forums and social media
valuable for the brand, also                                                                                             channels are both plentiful and
serve to create discovery                                                                                                carry significant weight. According
opportunities for new                                                                                                    to a survey done by the Deloitte
consumers, when they see                                                                                                 Consumer Products group, 36%
friends and networked                                                                                                    of US online adults are “Critics,” or
connections posting about                                                                                                users who contribute to ratings,
and reposting HM’s                                                                                                      reviews, blogs, and other social
content in their own feeds.                                                                                              channels to voice their opinion.4
                                                                                                                         While that only accounts for one
Additionally, because
                                                                                                                         of every three internet users, the
HM turned on social
                                                                                                                         other two are actively absorbing
annotations for its search
                                                                                                                         and internalizing these critiques—
advertising Adwords
                                                                                                                         when asked if user reviews had
                                                                                                                         ever impacted their purchase
                                                                                                                         decisions, 58% of consumers say
                                                                                                                         “sometimes,” and 25% say “often.” 5




2	 Forrester Research Inc., “Competitive Strategy in the Age of the Customer,” June 2011
3	 Ibid.
4	Deloitte Consumer Products Group, “Global Social Media Adoption,” June 2012
5	AYTM Research, “Product Reviews,” May 2012
                                                                                                                                                              3
Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s
             
             “Social Customer Lifecycle”



Spotlight: Hawaii Visitors and Convention Bureau
                                                                                                           17% of users have bought
The Hawaii Visitors and Convention Bureau is a nonprofit
                                                                                                        something based on a friend’s post
organization whose purpose is to promote the Hawaiian
                                                                                                           about it using social media
islands to travelers throughout North America. The bureau
uses its active and sizable social media communities to drive
users through the evaluation stage by running campaigns                                  The three-week “Perfect Hawaii Moment” campaign generated
like user-generated-content contests. For example, a recent                              a 25% jump in engaged users on the organization’s Facebook
photo contest encouraged users to share their “Perfect Hawaii                            page and more than 500 contestants actively opted-in to
Moment” for a chance to win a trip to Hawaii. In sharing photos                          further email contact with the convention bureau outside of the
of real user moments (real consumer moments, in this case,                               social initiative.
since visitors to Hawaii are customers of the organization) these
contests serve as evaluation tools for consumers thinking about                          Buy
taking a (or another) trip to the Hawaiian islands.


                                                                                                                                                   Source 1


                                                                                         In the Buying stage, consumers are converting with social
                                                                                         commerce features built into branded profiles and sites, and
                                                                                         can also share promotions with social networks. In the case of
                                                                                         big-ticket items or products that require a longer consideration
                                                                                         period before purchase, users can convert in other ways, for
                                                                                         example by filling out lead-generation forms, and electing to
                                                                                         sign-up for communication with a brand.

                                                                                         A recent study by Forrester cites a selection of statistics supporting
                                                                                         the influence of social media on user buying decisions:6

                                                                                         •	 17% of users have bought something based on a friend’s post
                                                                                            about it using social media
                                                                                         •	 40% of online buyers think that social content created by
                                                                                            friends about brands is “a great way to discover sales and
                                                                                            promotions”
                                                                                         •	 48% of consumers think that posts created by others in their
                                                                                            networks are “a great way to discover new products, brands,
                                                                                            trends, or retailers”



                                                                                         Spotlight: So Delicious
                                                                                         So Delicious, a dairy-free dessert and milk alternative brand,
                                                                                         executed a well integrated marketing plan over 100 days in
                                                                                         2011. The theme was “100 days of change,” promoting healthful
                                                                                         lifestyles and nutritional choices, with celebrity fitness guru
                                                                                         Jillian Michaels as the spokesperson for the campaign. So




6	   Forrester Research Inc., “The Purchase Path of Online Buyers in 2012,” September 2012




4
Delicious deployed the integrated campaign in a consistent
manner across traditional, digital, and social marketing. The                        33% of users want to follow a brand
company appealed to the social consumer by collaborating with                         on social media channels because
Sterling-Rice Group to design its “100 Days of Change” Wildfire                           they’re current customers
giveaway on Facebook. So Delicious wanted to encourage users
to embrace and celebrate positive personal change, create new
brand advocates, and expand its                                       Access
fan base.	


                                                                                                                            Source 1


                                                                      In the Access stage, users are interacting within support
                                                                      communities, branded social profiles, and forums. They’re
                                                                      consuming content created by the brand for its customers in
                                                                      an effort to become better informed. Consumers accessing
                                                                      information in forums and support communities are ripe for
                                                                      brands to impress.

                                                                      Because the consumer has already purchased the brand’s
                                                                      product, the “Access” stage is a chance for the brand to reinforce
                                                                      the customer’s decision, and to reassure the customer that he
                                                                      made the right purchase choice. If brands do not execute access-
                                                                      oriented strategies correctly, they may inadvertently trigger
                                                                      buyer’s remorse, causing the consumer to feel regret for having
                                                                      purchased items from the brand.

                                                                      For example, LL Bean recently found itself in a social media
                                                                      situation wherein a large set of customers that had bought
                                                                      a specific sheet set had taken to social media channels to
                                                                      complain that the sheets were unraveling.7 LL Bean immediately
                                                                      launched an investigation and found that a manufacturing
                                                                      contractor had added wrinkle-resistance treatment to the
The 100 Days of Change giveaway was an incredible success.            sheets by mistake, which was causing the cotton fabric to
Over the three-month promotion period, So Delicious saw a             unravel. LL Bean promptly pulled the sheets from its website,
significant return on its investment: it experienced two of its       offered new sheets to the affected customers, and destroyed
most successful sales days ever, and ultimately increased its         the rest of the ruined batch. According to an interview by the
category share by 60% and sales units by 74%. So Delicious also       Wall Street Journal with Steve Fuller, L.L. Bean’s chief marketing
enjoyed a sizable growth in its Facebook fan base which grew          officer, “before [social media], it would have taken us months
by more than 1,000%. In total, 100 Days of Change received            and months to figure out if something was wrong with the
322,664 entries, averaging 3,226 entries per day.                     product through returns, if we ever would have known at all.”




7   Wall Street Journal, “Firms Take Online Reviews to Heart,” 2012




                                                                                                                                       5
Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s
             
             “Social Customer Lifecycle”



A key reason users follow brands on social media channels is to                          Use
get access to information (and give it, like the LL Bean customers).
According to a 2012 study conducted by Get Satisfaction:

•	 33% of users want to follow a brand on social media channels                                                                                Source 1

   because they’re current customers
                                                                                         In the Use phase, consumers are participating in social
•	 18% follow a brand for interesting or entertaining content                            offerings that are baked into the product-related experience.
•	 5% want to follow a brand for service, support, or product news                       While this sounds like a mouthful, examples of socially-
                                                                                         powered brand experiences pervade the internet. For example,
                                                                                         you can read stories on popular news sites such as Mashable
                                                                                         and the Huffington Post while logged in to your social network
Spotlight: Rokenbok
                                                                                         accounts. This feature not only makes for a simpler login
Rokenbok is a San Diego-based high-end robotic and                                       process that saves the user from having to remember another
construction toy company that wanted to find a new platform                              set of credentials, but also serves as a way for the publisher
and hub for children and families to engage with its brand,                              brands to access the publicly available information provided
learn about products, watch product demos, and drive online                              by users in their social accounts for better targeting (by
sales. Rokenbok determined that video is the most effective                              demographic or psychographic interests).
way to demonstrate products and create access points for                                                             	
children and their families, so the company created a “Mr.                               Having social features like this baked into the product
Rokenbok” YouTube channel to host and target product-                                    experience can be uplifting for user interaction. In fact,
related videos. The brand shoots and edits all videos in-                                according to Facebook, 22% more pages are seen (and for 8
house, and content ranges from education to product demos.                               minutes longer) by Huffington Post users that log into the site
Rokenbok used YouTube in-search, in-display, and in-stream                               using their Facebook credentials.8
ads. These ad capabilities allow                                                                                                 Including a social
Rokenbok to refine ad campaigns to                                                                                               experience, such as
target the right customers with                                                                                                  social annotations in
each video.                                                                                                                      your digital advertising,
As a result of Rokenbok’s successful                                                                                             also increases click-
video strategy, YouTube is quickly                                                                                               through rates. Social
becoming the company’s most                                                                                                      annotations are basically
important advertising vehicle.                                                                                                   text notations that let
Rokenbok estimates that half of its                                                                                              you know if someone
customers come from YouTube.                                                                                                     in your social circle
                                                                                                                                 also endorses the web
                                                                                                                                 content you’re looking
                                                                                                                                 at. If you’re signed out
                                                                                                                                 of Google+, or there
                                                                                                                                 are people who aren’t
                                                                                                                                 in your circle who’ve
                                                                                         endorsed the content, you’ll see less detailed annotations.
                                                                                         Adding social annotations to Google search ads can lead to
                                                                                         increases in click-thru rates by 5-10%.9




8	   Search Engine Land, “By The Numbers: How Facebook Says Likes  Social Plugins Help Websites,” 2011
9	   Google Inc, 2012s	



6
Get Support
                       Social customers will tell
                        an average of 42 people
                   about a good customer experience,
                                                                   Source 1
                      and 53 people about a bad
                         customer experience!                      When consumers are in the Get Support phase, they are starting
                                                                   conversations and directing feedback/complaints through social
                                                                   media channels. The proliferation of social media use has also
                                                                   led to an evolution in the social customer mindset. Today’s
Spotlight: Mashable                                                social consumer is empowered, and often feels entitled. In fact,
                                                                   50% of all Facebook users and 80% of Twitter users expect a
Mashable, the largest independent news site, likes to keep its
                                                                   response to a customer support inquiry in 24 hours or less.10
finger on the pulse of how people connect online. In addition to
                                                                   The days of writing a letter about product dissatisfaction, or
hosting a slew of engaging hangouts and posting fresh content
                                                                   attaching a paper receipt via snail mail are starting to feel like
daily, Mashable encourages its consumers to use social from
                                                                   ancient history.
within the site’s pages.
                                                                                It is critical for brands to respond to users’ support
                                                                                requests. Not providing satisfactory customer
                                                                                service can come with a steep price. According to
                                                                                a Global Customer Service Barometer conducted
                                                                                by American Express in 2012, social customers
                                                                                will tell an average of 42 people about a good
                                                                                customer experience, and 53 people about a bad
                                                                                customer experience! Dissatisfied customers who
                                                                                stay that way have stronger voices and further
                                                                                reach, two factors that can quickly unwind all your
                                                                                hard won brand successes.




Mashable experienced a huge surge in community growth after
it installed the Google+ badge on its homepage, increasing its
Google+ page audience by 38%. Mashable also uses the +1
button on articles and across the site to empower user sharing
to Google+.




10   Oracle, “Consumer Views of Live Help Online,” 2012




                                                                                                                                     7
Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s
             
             “Social Customer Lifecycle”



Spotlight: Wildfire (That’s Us!)                                                        the purchase decision or dismissing your brand from among a
                                                                                        list of options. This is a persistent threat not only because of the
Here at Wildfire, we sell social media marketing software to
                                                                                        loss of business, but because of the potential of lost consumers
brands of all sizes, across industries and geographies. We know
                                                                                        to negatively influence others in their social networks, by
that customer inquiries can come in through any of our social
                                                                                        creating negative earned media.
channel brand pages, and make it a practice to respond to every
request in a timely manner, no matter where it’s coming from.
                                                                                        Re-Engage




                                                                                         Source 1


                                                                                                                                 To call re-engagement a
                                                                                                                                 phase is a bit of a misnomer.
                                                                                                                                 Brands have the opportunity
                                                                                                                                 to re-engage fans throughout
                                                                                                                                 the duration of the customer
                                                                                                                                 lifecycle. In fact, successfully re-
                                                                                                                                 engaging fans throughout their
                                                                                                                                 journey with a brand can lead
                                                                                                                                 to increased awareness and
                                                                                                                                 affinity, turning out loyal brand
                                                                                                                                 advocates. These types of users
                                                                                                                                 are of incredibly high value to a
                                                                                                                                 brand.

                                                                                                                      Wildfire did a study to attempt
                                                                                                                      to quantify this value in 2012—
                                                                                                                      the Brand Advocate study was
                                                                                                                      conducted to understand the
                                                                                                                      impact on engagement that
Off the Path: Persistent Threats and                                                                                  brands with significantly higher
Opportunities within the Social Customer                                                advocate populations saw as compared to brands with average
Lifecycle                                                                               advocate populations. The study found that over one year,
While the path of the consumer as he travels through Discovery,                         brands with high advocate populations got 264% more earned
Evaluation, Buying, Access, Use, and Getting Support is usually                         media impressions than average brands.11
linear, there are also two persistent phases that a consumer
can fall into at any point in time. Re-Engagement builds up loyal
brand advocates ready to spread the (positive) word about the
brand. Consumers can also leave at any point, disengaging from




11	 Wildfire, “The Brand Advocate Factor: How Best in Class Brands Breed Communities of Brand Advocates that Supercharge Social Media Campaigns.” 2012




8
Leave                                                              Conclusion
                                                                   Social media has made the traditional customer lifecycle model
                                                                   obsolete. The classic sales funnel— moving prospects from
                                                                   awareness to purchase— no longer applies in a marketplace
                                                                   where earned media referrals and consumer evangelism have
                                                                   serious impact on purchase decisions. Marketers need to look
                                                                   at new ways to engage with consumers that take into account
                                                                   all the new sources of information consumers access. We
                                                                   presented a new framework, adapted from a model created
Source 1
                                                                   by Forrester Research Inc, that illustrates the eight phases of
                                                                   the social customer journey, with examples for your brand to
Brands are in danger of users leaving the customer journey         emulate in each phase.
while publicly voicing grievances with the brand using social      In order to stay current and enable consumers to make
media channels, thereby disconnecting from the community           successful purchase decisions, your social brands needs to adapt
and customer base. Naturally, not every customer who               marketing plans to account for the new social customer journey.
begins her path on the social customer journey will stay until
purchase, however, it is important for brands to focus efforts
on minimizing the impact of a customer dropping off the
journey, especially in those instances that he is leaving due to
a negative experience.



                  80% of consumers said that
                they changed their mind about
                     buying a product after
                   reading a negative review
                       they found online



Mitigating the impact of a negative user experience can have a
huge impact, as 80% of consumers said that they changed their
mind about buying a product after reading a negative review
they found online.12




12	 Cone Inc.




                                                                                                                                     9
Mountain View         Wildfire is a powerful, easy-to-use social marketing platform that enables brands
         Chicago
         London          to grow, engage, and monetize their audience across social networks.
     Los Angeles
         Munich
    New York City
            Paris
      Singapore          Learn how we can help you today!                       888.274.0929 ext. 2               www.wildfireapp.com




Wildfire, a division of Google | 323 Fairchild Drive, Mountain View, CA 94043 | 888.274.0929 | www.wildfireapp.com | wildfire@google.com   11/12

More Related Content

Similar to Social Customer Lifecycle

To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Scott Valentine, MBA, CSPO
 
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Get Satisfaction
 
Customer Lifecycle Engagement
Customer Lifecycle EngagementCustomer Lifecycle Engagement
Customer Lifecycle EngagementC.Y Wong
 
How to find Social Media Success - Havas Digital Insights
How to find Social Media Success - Havas Digital InsightsHow to find Social Media Success - Havas Digital Insights
How to find Social Media Success - Havas Digital InsightsHavas Media
 
Buyer Behaviour & Market Research Portfolio
Buyer Behaviour & Market Research PortfolioBuyer Behaviour & Market Research Portfolio
Buyer Behaviour & Market Research Portfolioclsmith652
 
Drive Revenue and Loyalty by Engaging Mobile and Social Consumers
Drive Revenue and Loyalty by Engaging Mobile and Social ConsumersDrive Revenue and Loyalty by Engaging Mobile and Social Consumers
Drive Revenue and Loyalty by Engaging Mobile and Social ConsumersPhil Hendrix
 
Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012David Chan
 
The Community Effect: The Art of Becoming a Customer Experience Leader
The Community Effect: The Art of Becoming a Customer Experience LeaderThe Community Effect: The Art of Becoming a Customer Experience Leader
The Community Effect: The Art of Becoming a Customer Experience LeaderGet Satisfaction
 
Consumer Behavior ....... Reserach 2009
Consumer Behavior ....... Reserach 2009  Consumer Behavior ....... Reserach 2009
Consumer Behavior ....... Reserach 2009 Arittra Basu
 
Social media and the customer journey: What role does it play in the buying ...
Social media and the customer journey:  What role does it play in the buying ...Social media and the customer journey:  What role does it play in the buying ...
Social media and the customer journey: What role does it play in the buying ...Joanna Halton
 
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Prachi Salvi
 
Bv white paper-_social_commercetrends_2010
Bv white paper-_social_commercetrends_2010Bv white paper-_social_commercetrends_2010
Bv white paper-_social_commercetrends_2010Leblond
 
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...Bank of Ireland
 
Individual assignment_Internet marketing_jennifer williams
Individual assignment_Internet marketing_jennifer williamsIndividual assignment_Internet marketing_jennifer williams
Individual assignment_Internet marketing_jennifer williamsVeronika Tarnovskaya
 
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...Master's Dissertation - The Effectiveness of Online Brand Communities and Use...
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...Zach B. Miller
 
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesLeveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesCognizant
 
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesLeveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesPJ Walker
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journeycomms planning
 

Similar to Social Customer Lifecycle (20)

To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
 
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...
 
Customer Lifecycle Engagement
Customer Lifecycle EngagementCustomer Lifecycle Engagement
Customer Lifecycle Engagement
 
How to find Social Media Success - Havas Digital Insights
How to find Social Media Success - Havas Digital InsightsHow to find Social Media Success - Havas Digital Insights
How to find Social Media Success - Havas Digital Insights
 
Buyer Behaviour & Market Research Portfolio
Buyer Behaviour & Market Research PortfolioBuyer Behaviour & Market Research Portfolio
Buyer Behaviour & Market Research Portfolio
 
Drive Revenue and Loyalty by Engaging Mobile and Social Consumers
Drive Revenue and Loyalty by Engaging Mobile and Social ConsumersDrive Revenue and Loyalty by Engaging Mobile and Social Consumers
Drive Revenue and Loyalty by Engaging Mobile and Social Consumers
 
Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012
 
The Community Effect: The Art of Becoming a Customer Experience Leader
The Community Effect: The Art of Becoming a Customer Experience LeaderThe Community Effect: The Art of Becoming a Customer Experience Leader
The Community Effect: The Art of Becoming a Customer Experience Leader
 
Consumer Behavior ....... Reserach 2009
Consumer Behavior ....... Reserach 2009  Consumer Behavior ....... Reserach 2009
Consumer Behavior ....... Reserach 2009
 
Social media and the customer journey: What role does it play in the buying ...
Social media and the customer journey:  What role does it play in the buying ...Social media and the customer journey:  What role does it play in the buying ...
Social media and the customer journey: What role does it play in the buying ...
 
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...
 
Wildfire report maximize earned media with social
Wildfire report maximize earned media with socialWildfire report maximize earned media with social
Wildfire report maximize earned media with social
 
Bv white paper-_social_commercetrends_2010
Bv white paper-_social_commercetrends_2010Bv white paper-_social_commercetrends_2010
Bv white paper-_social_commercetrends_2010
 
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...
Mark Cahill MBA thesis - To what extent have Online Social Networks Changed B...
 
Individual assignment_Internet marketing_jennifer williams
Individual assignment_Internet marketing_jennifer williamsIndividual assignment_Internet marketing_jennifer williams
Individual assignment_Internet marketing_jennifer williams
 
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...Master's Dissertation - The Effectiveness of Online Brand Communities and Use...
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...
 
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesLeveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
 
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesLeveraging Social Media to Optimize Sourcing-to-Shelf Processes
Leveraging Social Media to Optimize Sourcing-to-Shelf Processes
 
Vivaldi Partners Social Currency 2012 Brand
Vivaldi Partners Social Currency 2012 BrandVivaldi Partners Social Currency 2012 Brand
Vivaldi Partners Social Currency 2012 Brand
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journey
 

More from Genaro Bardy

Photojournalisme en 2015 - Etude SCAM
Photojournalisme en 2015 - Etude SCAMPhotojournalisme en 2015 - Etude SCAM
Photojournalisme en 2015 - Etude SCAMGenaro Bardy
 
Global Brands 2014 report by WPP
Global Brands 2014 report by WPPGlobal Brands 2014 report by WPP
Global Brands 2014 report by WPPGenaro Bardy
 
The role of content - nielsen
The role of content - nielsenThe role of content - nielsen
The role of content - nielsenGenaro Bardy
 
Deloitte Digital Democracy 2014
Deloitte Digital Democracy 2014Deloitte Digital Democracy 2014
Deloitte Digital Democracy 2014Genaro Bardy
 
Journalist Involvement in Comment Sections
Journalist Involvement  in Comment SectionsJournalist Involvement  in Comment Sections
Journalist Involvement in Comment SectionsGenaro Bardy
 
Social networking 2013
Social networking 2013Social networking 2013
Social networking 2013Genaro Bardy
 
The value of content
The value of contentThe value of content
The value of contentGenaro Bardy
 
Bunkr - Forget Powerpoint
Bunkr - Forget PowerpointBunkr - Forget Powerpoint
Bunkr - Forget PowerpointGenaro Bardy
 
Guide dutilisation pédagogique des médias sociaux
Guide dutilisation pédagogique des médias sociauxGuide dutilisation pédagogique des médias sociaux
Guide dutilisation pédagogique des médias sociauxGenaro Bardy
 
Etude ipsos google global smartphone
Etude ipsos google global smartphoneEtude ipsos google global smartphone
Etude ipsos google global smartphoneGenaro Bardy
 
La diffusion des technologies de l’information et de la communication dans la...
La diffusion des technologies de l’information et de la communication dans la...La diffusion des technologies de l’information et de la communication dans la...
La diffusion des technologies de l’information et de la communication dans la...Genaro Bardy
 
The Social Media Ecosystem Report by IAB
The Social Media Ecosystem Report by IABThe Social Media Ecosystem Report by IAB
The Social Media Ecosystem Report by IABGenaro Bardy
 
Excuses Ikea - Catalogue Arabie Saoudite
Excuses Ikea - Catalogue Arabie SaouditeExcuses Ikea - Catalogue Arabie Saoudite
Excuses Ikea - Catalogue Arabie SaouditeGenaro Bardy
 
Eurobrand 2012 france top 10
Eurobrand 2012 france top 10Eurobrand 2012 france top 10
Eurobrand 2012 france top 10Genaro Bardy
 
Eurobrand 2012 europe top 10
Eurobrand 2012 europe top 10Eurobrand 2012 europe top 10
Eurobrand 2012 europe top 10Genaro Bardy
 
Eurobrand 2012 global top 100
Eurobrand 2012 global top 100Eurobrand 2012 global top 100
Eurobrand 2012 global top 100Genaro Bardy
 
Emploi sur Internet - Livre blanc
Emploi sur Internet - Livre blancEmploi sur Internet - Livre blanc
Emploi sur Internet - Livre blancGenaro Bardy
 
Livre blanc observatoire marketing digital sas idc 2012
Livre blanc observatoire marketing digital sas idc 2012Livre blanc observatoire marketing digital sas idc 2012
Livre blanc observatoire marketing digital sas idc 2012Genaro Bardy
 
Display business trends publisher edition by Google
Display business trends publisher edition by GoogleDisplay business trends publisher edition by Google
Display business trends publisher edition by GoogleGenaro Bardy
 

More from Genaro Bardy (20)

Photojournalisme en 2015 - Etude SCAM
Photojournalisme en 2015 - Etude SCAMPhotojournalisme en 2015 - Etude SCAM
Photojournalisme en 2015 - Etude SCAM
 
Global Brands 2014 report by WPP
Global Brands 2014 report by WPPGlobal Brands 2014 report by WPP
Global Brands 2014 report by WPP
 
The role of content - nielsen
The role of content - nielsenThe role of content - nielsen
The role of content - nielsen
 
Deloitte Digital Democracy 2014
Deloitte Digital Democracy 2014Deloitte Digital Democracy 2014
Deloitte Digital Democracy 2014
 
Journalist Involvement in Comment Sections
Journalist Involvement  in Comment SectionsJournalist Involvement  in Comment Sections
Journalist Involvement in Comment Sections
 
Social networking 2013
Social networking 2013Social networking 2013
Social networking 2013
 
The value of content
The value of contentThe value of content
The value of content
 
Bunkr - Forget Powerpoint
Bunkr - Forget PowerpointBunkr - Forget Powerpoint
Bunkr - Forget Powerpoint
 
Guide dutilisation pédagogique des médias sociaux
Guide dutilisation pédagogique des médias sociauxGuide dutilisation pédagogique des médias sociaux
Guide dutilisation pédagogique des médias sociaux
 
Etude ipsos google global smartphone
Etude ipsos google global smartphoneEtude ipsos google global smartphone
Etude ipsos google global smartphone
 
La diffusion des technologies de l’information et de la communication dans la...
La diffusion des technologies de l’information et de la communication dans la...La diffusion des technologies de l’information et de la communication dans la...
La diffusion des technologies de l’information et de la communication dans la...
 
The Social Media Ecosystem Report by IAB
The Social Media Ecosystem Report by IABThe Social Media Ecosystem Report by IAB
The Social Media Ecosystem Report by IAB
 
Excuses Ikea - Catalogue Arabie Saoudite
Excuses Ikea - Catalogue Arabie SaouditeExcuses Ikea - Catalogue Arabie Saoudite
Excuses Ikea - Catalogue Arabie Saoudite
 
Eurobrand 2012 france top 10
Eurobrand 2012 france top 10Eurobrand 2012 france top 10
Eurobrand 2012 france top 10
 
Eurobrand 2012 europe top 10
Eurobrand 2012 europe top 10Eurobrand 2012 europe top 10
Eurobrand 2012 europe top 10
 
Eurobrand 2012 global top 100
Eurobrand 2012 global top 100Eurobrand 2012 global top 100
Eurobrand 2012 global top 100
 
Emploi sur Internet - Livre blanc
Emploi sur Internet - Livre blancEmploi sur Internet - Livre blanc
Emploi sur Internet - Livre blanc
 
Livre blanc observatoire marketing digital sas idc 2012
Livre blanc observatoire marketing digital sas idc 2012Livre blanc observatoire marketing digital sas idc 2012
Livre blanc observatoire marketing digital sas idc 2012
 
Display business trends publisher edition by Google
Display business trends publisher edition by GoogleDisplay business trends publisher edition by Google
Display business trends publisher edition by Google
 
etude popai
etude popaietude popai
etude popai
 

Recently uploaded

Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesAlejandro Cremades
 
stock price prediction using machine learning
stock price prediction using machine learningstock price prediction using machine learning
stock price prediction using machine learninggauravwankar27
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfHolger Mueller
 
Global Internal Audit Standards 2024.pdf
Global Internal Audit Standards 2024.pdfGlobal Internal Audit Standards 2024.pdf
Global Internal Audit Standards 2024.pdfAmer Morgan
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...BabaJohn3
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfomnme1
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdfzukhrafshabbir
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Associationseri bangash
 
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...Spesiialis Kandungan BPOM
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfAgusHalim9
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfMont Surfaces
 
How to refresh to be fit for the future world
How to refresh to be fit for the future worldHow to refresh to be fit for the future world
How to refresh to be fit for the future worldChris Skinner
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Alejandro Cremades
 
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docGuide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docssuserf63bd7
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsCaitlinCummins3
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportDubai Multi Commodity Centre
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.daisycvs
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsStefan Wolpers
 

Recently uploaded (20)

Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 
stock price prediction using machine learning
stock price prediction using machine learningstock price prediction using machine learning
stock price prediction using machine learning
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
Global Internal Audit Standards 2024.pdf
Global Internal Audit Standards 2024.pdfGlobal Internal Audit Standards 2024.pdf
Global Internal Audit Standards 2024.pdf
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...
(( wa 0851/7541/5434 )) Jual Obat Aborsi Di Surabaya - Cytotec Misoprostol 20...
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
How to refresh to be fit for the future world
How to refresh to be fit for the future worldHow to refresh to be fit for the future world
How to refresh to be fit for the future world
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.docGuide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
Guide to Networking Essentials 8th Edition by Greg Tomsho solution manual.doc
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
 
(推特)Twitter账号批发(自助购买网址🎉top233.com🎉)
(推特)Twitter账号批发(自助购买网址🎉top233.com🎉)(推特)Twitter账号批发(自助购买网址🎉top233.com🎉)
(推特)Twitter账号批发(自助购买网址🎉top233.com🎉)
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 

Social Customer Lifecycle

  • 1. Engaging Consumers Where It Matters Most How to Win Fans and Influence People In Today’s “Social Customer Lifecycle”
  • 2.
  • 3. Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 2 The Traditional Customer Journey ............................................................................................... . . . . . . . . . . . . 2 The Evolved Social Customer Journey . . ........................................................................................ . . . . . . . . . . . . 2 Discover.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 2 Spotlight: H&M. . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 3 Evaluate.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 3 Spotlight: Hawaii Visitors and Convention Bureau. ......................................................................... . . . . . . . . . . . . 4 Buy . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 4 . Spotlight: So Delicious. . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 4 Access.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 5 Spotlight: Rokenbok. . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 5 Use . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 6 Spotlight: Mashable.. . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 6 Get Support.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 7 Spotlight: Wildfire (That’s Us!) .. . . ...................................................................................................... . . . . . . . . . . . . 7 Off the Path: Persistent Threats and Opportunities within the Social Customer Lifecycle. . . . . . 7 Re-Engage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8 Leave.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8 Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................................................................................... . . . . . . . . . . . . 8
  • 4. Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s “Social Customer Lifecycle” Introduction To reframe the journey and understand consumer touchpoints, According to global study of 28,000 consumers in 56 countries decision-making processes, and interactions that lead to (or conducted by Nielsen, online consumer recommendations away from) a purchase decision, we need to factor in the impact are the second most trusted source of brand advertising, of social media on consumer behavior. In 2012, Forrester second only to “recommendations from people I know”.1 This Research introduced an evolved model of the customer means that consumers are looking to information from their experience journey in the paper “How Does Social Media peers and networked connections, offline and online, to assist Contribute to Customer Experience? Let Us Count the Ways.” in evaluating and choosing between options while making The model, consisting of eight distinct phases, introduces purchase decisions. opportunities for brands to invigorate user activity, encourage discovery, and create engaging touchpoints for consumer In sales and marketing education, we read about the customer’s interaction through a “new” marketing funnel. journey through a funnel of brand interactions that lead to the moment of purchase. Visuals show a sales funnel that is wide The Evolved Social Customer Journey at top, narrowing as customers evaluate different purchase options, strip away choices, make changes, absorb information, and finally buy. This funnel is outdated with respect to today’s social consumers: those deeply plugged into social networks, absorbing information from news feeds full of commentary and opinions from their extended networks. Today’s consumer creates reviews for his social networks, reads critiques created by his peers, and changes his purchasing decisions based on these Source 1: Framework adapted from : Forrester Research Inc., “How Does Social conversations. Many times, the brand isn’t involved in any stage Media Contribute to Customer Experience,” January 2012 of the decision-making process. How can this be changed? In this report, we explore the evolved social customer lifecycle. The new social customer goes through a distinct six-step journey, spanning pre- and post- purchase decision timelines. By referencing a new social customer journey framework The model also accounts for the potential that a customer could developed by Forrester Research, Inc., we will: drop-off at any point in the timeline, as well as the opportunity • take a look at key customer interactions with social media at for brands to re-engage consumers at every turn, potentially every step leading to purchase, activating loyal brand advocates. • recommend strategies for brands to capitalize on these Let’s take a deep dive into this new framework. consumer touchpoint opportunities, Discover • and learn from the successful practices of a variety of current brands making the most of social media marketing. The Traditional Customer Journey Source 1 The traditional customer journey, or sales funnel, is one directional. As prospective customers make their way through In the Discovery stage, the consumer is noticing relevant the funnel, they pass through stages: Awareness, Interest, content that exists within social media channels from peers, or Evaluation, Commitment, Referral, and (hopefully) Repetition. produced by brands. Consider this phase of the lifecycle a clean The framework doesn’t account for any type of outside slate— the consumer may not have ever heard of your brand, influence, like influence resulting from social media interactions. let alone considered buying from you to fulfill a need. Discovery is a very logical piece of the lifecycle journey that is facilitated by social media. For example, photos, commentary, reviews, blog posts, and videos created by friends and members of the consumer’s network, as well as by brands themselves, each create opportunities for consumers to discover new brands. 1 Nielsen, “Consumer Trust in Online, Social, and Mobile Advertising Grows,” 2012 2
  • 5. account, discovery is further facilitated for new consumers when US consumers create over 500 billion they see social signals incorporated into their search results. online media impressions about products and services As a result of adding social extensions to their existing search ads, HM reported a 22% lift in click-thru rates. In fact, according to Forrester Research Inc, US consumers Evaluate create over 500 billion online media impressions about products and services!2 At an even more granular level, 76% of the World’s population is connected to not only each other, but also Source 1 information sources (like brands and websites) through mobile devices.3 The opportunity for your brand to be discovered by In the Evaluation a consumer while casually consuming content, across multiple stage, the consumer 36% of US online adults screens is huge, and not to be ignored. is interacting with are “Critics,” or users who communities and contribute to ratings, reviews, utilizing user-generated blogs, and other social channels content to inform to voice their opinion Spotlight: HM decisions. Forums, HM engages its social communities while simultaneously discussion boards, creating opportunities for driving discovery. In the example groups, and branded pages are all places that a consumer below, the fashion brand explores at this stage, observing supplied a steady stream others’ conversations and jumping of interactive content in with questions or feedback tailored specifically to G+. of his own when he requires Each post was crafted to clarification on a topic. stimulate response posts The opinions and commentary and re-shares from users. recorded by real product users These engagements, while in forums and social media valuable for the brand, also channels are both plentiful and serve to create discovery carry significant weight. According opportunities for new to a survey done by the Deloitte consumers, when they see Consumer Products group, 36% friends and networked of US online adults are “Critics,” or connections posting about users who contribute to ratings, and reposting HM’s reviews, blogs, and other social content in their own feeds. channels to voice their opinion.4 While that only accounts for one Additionally, because of every three internet users, the HM turned on social other two are actively absorbing annotations for its search and internalizing these critiques— advertising Adwords when asked if user reviews had ever impacted their purchase decisions, 58% of consumers say “sometimes,” and 25% say “often.” 5 2 Forrester Research Inc., “Competitive Strategy in the Age of the Customer,” June 2011 3 Ibid. 4 Deloitte Consumer Products Group, “Global Social Media Adoption,” June 2012 5 AYTM Research, “Product Reviews,” May 2012 3
  • 6. Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s “Social Customer Lifecycle” Spotlight: Hawaii Visitors and Convention Bureau 17% of users have bought The Hawaii Visitors and Convention Bureau is a nonprofit something based on a friend’s post organization whose purpose is to promote the Hawaiian about it using social media islands to travelers throughout North America. The bureau uses its active and sizable social media communities to drive users through the evaluation stage by running campaigns The three-week “Perfect Hawaii Moment” campaign generated like user-generated-content contests. For example, a recent a 25% jump in engaged users on the organization’s Facebook photo contest encouraged users to share their “Perfect Hawaii page and more than 500 contestants actively opted-in to Moment” for a chance to win a trip to Hawaii. In sharing photos further email contact with the convention bureau outside of the of real user moments (real consumer moments, in this case, social initiative. since visitors to Hawaii are customers of the organization) these contests serve as evaluation tools for consumers thinking about Buy taking a (or another) trip to the Hawaiian islands. Source 1 In the Buying stage, consumers are converting with social commerce features built into branded profiles and sites, and can also share promotions with social networks. In the case of big-ticket items or products that require a longer consideration period before purchase, users can convert in other ways, for example by filling out lead-generation forms, and electing to sign-up for communication with a brand. A recent study by Forrester cites a selection of statistics supporting the influence of social media on user buying decisions:6 • 17% of users have bought something based on a friend’s post about it using social media • 40% of online buyers think that social content created by friends about brands is “a great way to discover sales and promotions” • 48% of consumers think that posts created by others in their networks are “a great way to discover new products, brands, trends, or retailers” Spotlight: So Delicious So Delicious, a dairy-free dessert and milk alternative brand, executed a well integrated marketing plan over 100 days in 2011. The theme was “100 days of change,” promoting healthful lifestyles and nutritional choices, with celebrity fitness guru Jillian Michaels as the spokesperson for the campaign. So 6 Forrester Research Inc., “The Purchase Path of Online Buyers in 2012,” September 2012 4
  • 7. Delicious deployed the integrated campaign in a consistent manner across traditional, digital, and social marketing. The 33% of users want to follow a brand company appealed to the social consumer by collaborating with on social media channels because Sterling-Rice Group to design its “100 Days of Change” Wildfire they’re current customers giveaway on Facebook. So Delicious wanted to encourage users to embrace and celebrate positive personal change, create new brand advocates, and expand its Access fan base. Source 1 In the Access stage, users are interacting within support communities, branded social profiles, and forums. They’re consuming content created by the brand for its customers in an effort to become better informed. Consumers accessing information in forums and support communities are ripe for brands to impress. Because the consumer has already purchased the brand’s product, the “Access” stage is a chance for the brand to reinforce the customer’s decision, and to reassure the customer that he made the right purchase choice. If brands do not execute access- oriented strategies correctly, they may inadvertently trigger buyer’s remorse, causing the consumer to feel regret for having purchased items from the brand. For example, LL Bean recently found itself in a social media situation wherein a large set of customers that had bought a specific sheet set had taken to social media channels to complain that the sheets were unraveling.7 LL Bean immediately launched an investigation and found that a manufacturing contractor had added wrinkle-resistance treatment to the The 100 Days of Change giveaway was an incredible success. sheets by mistake, which was causing the cotton fabric to Over the three-month promotion period, So Delicious saw a unravel. LL Bean promptly pulled the sheets from its website, significant return on its investment: it experienced two of its offered new sheets to the affected customers, and destroyed most successful sales days ever, and ultimately increased its the rest of the ruined batch. According to an interview by the category share by 60% and sales units by 74%. So Delicious also Wall Street Journal with Steve Fuller, L.L. Bean’s chief marketing enjoyed a sizable growth in its Facebook fan base which grew officer, “before [social media], it would have taken us months by more than 1,000%. In total, 100 Days of Change received and months to figure out if something was wrong with the 322,664 entries, averaging 3,226 entries per day. product through returns, if we ever would have known at all.” 7 Wall Street Journal, “Firms Take Online Reviews to Heart,” 2012 5
  • 8. Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s “Social Customer Lifecycle” A key reason users follow brands on social media channels is to Use get access to information (and give it, like the LL Bean customers). According to a 2012 study conducted by Get Satisfaction: • 33% of users want to follow a brand on social media channels Source 1 because they’re current customers In the Use phase, consumers are participating in social • 18% follow a brand for interesting or entertaining content offerings that are baked into the product-related experience. • 5% want to follow a brand for service, support, or product news While this sounds like a mouthful, examples of socially- powered brand experiences pervade the internet. For example, you can read stories on popular news sites such as Mashable and the Huffington Post while logged in to your social network Spotlight: Rokenbok accounts. This feature not only makes for a simpler login Rokenbok is a San Diego-based high-end robotic and process that saves the user from having to remember another construction toy company that wanted to find a new platform set of credentials, but also serves as a way for the publisher and hub for children and families to engage with its brand, brands to access the publicly available information provided learn about products, watch product demos, and drive online by users in their social accounts for better targeting (by sales. Rokenbok determined that video is the most effective demographic or psychographic interests). way to demonstrate products and create access points for children and their families, so the company created a “Mr. Having social features like this baked into the product Rokenbok” YouTube channel to host and target product- experience can be uplifting for user interaction. In fact, related videos. The brand shoots and edits all videos in- according to Facebook, 22% more pages are seen (and for 8 house, and content ranges from education to product demos. minutes longer) by Huffington Post users that log into the site Rokenbok used YouTube in-search, in-display, and in-stream using their Facebook credentials.8 ads. These ad capabilities allow Including a social Rokenbok to refine ad campaigns to experience, such as target the right customers with social annotations in each video. your digital advertising, As a result of Rokenbok’s successful also increases click- video strategy, YouTube is quickly through rates. Social becoming the company’s most annotations are basically important advertising vehicle. text notations that let Rokenbok estimates that half of its you know if someone customers come from YouTube. in your social circle also endorses the web content you’re looking at. If you’re signed out of Google+, or there are people who aren’t in your circle who’ve endorsed the content, you’ll see less detailed annotations. Adding social annotations to Google search ads can lead to increases in click-thru rates by 5-10%.9 8 Search Engine Land, “By The Numbers: How Facebook Says Likes Social Plugins Help Websites,” 2011 9 Google Inc, 2012s 6
  • 9. Get Support Social customers will tell an average of 42 people about a good customer experience, Source 1 and 53 people about a bad customer experience! When consumers are in the Get Support phase, they are starting conversations and directing feedback/complaints through social media channels. The proliferation of social media use has also led to an evolution in the social customer mindset. Today’s Spotlight: Mashable social consumer is empowered, and often feels entitled. In fact, 50% of all Facebook users and 80% of Twitter users expect a Mashable, the largest independent news site, likes to keep its response to a customer support inquiry in 24 hours or less.10 finger on the pulse of how people connect online. In addition to The days of writing a letter about product dissatisfaction, or hosting a slew of engaging hangouts and posting fresh content attaching a paper receipt via snail mail are starting to feel like daily, Mashable encourages its consumers to use social from ancient history. within the site’s pages. It is critical for brands to respond to users’ support requests. Not providing satisfactory customer service can come with a steep price. According to a Global Customer Service Barometer conducted by American Express in 2012, social customers will tell an average of 42 people about a good customer experience, and 53 people about a bad customer experience! Dissatisfied customers who stay that way have stronger voices and further reach, two factors that can quickly unwind all your hard won brand successes. Mashable experienced a huge surge in community growth after it installed the Google+ badge on its homepage, increasing its Google+ page audience by 38%. Mashable also uses the +1 button on articles and across the site to empower user sharing to Google+. 10 Oracle, “Consumer Views of Live Help Online,” 2012 7
  • 10. Whitepaper | Engaging Consumers Where It Matters Most: How to Win Fans and Influence People In Today’s “Social Customer Lifecycle” Spotlight: Wildfire (That’s Us!) the purchase decision or dismissing your brand from among a list of options. This is a persistent threat not only because of the Here at Wildfire, we sell social media marketing software to loss of business, but because of the potential of lost consumers brands of all sizes, across industries and geographies. We know to negatively influence others in their social networks, by that customer inquiries can come in through any of our social creating negative earned media. channel brand pages, and make it a practice to respond to every request in a timely manner, no matter where it’s coming from. Re-Engage Source 1 To call re-engagement a phase is a bit of a misnomer. Brands have the opportunity to re-engage fans throughout the duration of the customer lifecycle. In fact, successfully re- engaging fans throughout their journey with a brand can lead to increased awareness and affinity, turning out loyal brand advocates. These types of users are of incredibly high value to a brand. Wildfire did a study to attempt to quantify this value in 2012— the Brand Advocate study was conducted to understand the impact on engagement that Off the Path: Persistent Threats and brands with significantly higher Opportunities within the Social Customer advocate populations saw as compared to brands with average Lifecycle advocate populations. The study found that over one year, While the path of the consumer as he travels through Discovery, brands with high advocate populations got 264% more earned Evaluation, Buying, Access, Use, and Getting Support is usually media impressions than average brands.11 linear, there are also two persistent phases that a consumer can fall into at any point in time. Re-Engagement builds up loyal brand advocates ready to spread the (positive) word about the brand. Consumers can also leave at any point, disengaging from 11 Wildfire, “The Brand Advocate Factor: How Best in Class Brands Breed Communities of Brand Advocates that Supercharge Social Media Campaigns.” 2012 8
  • 11. Leave Conclusion Social media has made the traditional customer lifecycle model obsolete. The classic sales funnel— moving prospects from awareness to purchase— no longer applies in a marketplace where earned media referrals and consumer evangelism have serious impact on purchase decisions. Marketers need to look at new ways to engage with consumers that take into account all the new sources of information consumers access. We presented a new framework, adapted from a model created Source 1 by Forrester Research Inc, that illustrates the eight phases of the social customer journey, with examples for your brand to Brands are in danger of users leaving the customer journey emulate in each phase. while publicly voicing grievances with the brand using social In order to stay current and enable consumers to make media channels, thereby disconnecting from the community successful purchase decisions, your social brands needs to adapt and customer base. Naturally, not every customer who marketing plans to account for the new social customer journey. begins her path on the social customer journey will stay until purchase, however, it is important for brands to focus efforts on minimizing the impact of a customer dropping off the journey, especially in those instances that he is leaving due to a negative experience. 80% of consumers said that they changed their mind about buying a product after reading a negative review they found online Mitigating the impact of a negative user experience can have a huge impact, as 80% of consumers said that they changed their mind about buying a product after reading a negative review they found online.12 12 Cone Inc. 9
  • 12. Mountain View Wildfire is a powerful, easy-to-use social marketing platform that enables brands Chicago London to grow, engage, and monetize their audience across social networks. Los Angeles Munich New York City Paris Singapore Learn how we can help you today! 888.274.0929 ext. 2 www.wildfireapp.com Wildfire, a division of Google | 323 Fairchild Drive, Mountain View, CA 94043 | 888.274.0929 | www.wildfireapp.com | wildfire@google.com 11/12