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THE MAIN
USING SOCIAL MEDIA TO RESPOND
TO CHANGING CONSUMER HABITS.
SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY
A presen...
THE MAIN
FACT #1
SOCIAL MEDIA IS
CHANGING EVERYTHING.
THE MAIN
POLITICAL COMMITMENT IS FORMED DIFFERENTLY.
POLITICS
THE MAIN
#DEARCONGRESS
#GOVERNMENTSHUTDOWN
#SHUTDOWN
#SHUTDOWNPICKUPLINES
#OBAMACARE
#DOYOURJOB
#GETBACKTOWORK
#FURLOUGH
#...
THE MAIN
COLLABORATION ALLOWS NEW FORMATS.
CULTURE
THE MAIN
A CUSTOMIZATION OF EVERYTHING IS EVOLVING.
CULTURE
THE MAIN
BORDERS BETWEEN INDIVIDUALS & MEDIA BRANDS
DIMINISH.
MEDIA
THE MAIN
HIGHER EDUCATION IS ACCESIBLE FOR EVERYONE.
EDUCATION
THE MAIN
COLLABORATIVE LEARNING IS FACILLITATED.
EDUCATION
THE MAIN
CROWDFUNDING MAKES NEW BUSINESSES EMERGE.
ECONOMY
THE MAIN
NEW INDUSTRIES EMERGE.
ECONOMY
THE MAIN
...AND IT DOESN‘T END THERE.
‣ Riots: The Arab Spring ...
‣ New Agendas: Data Protection …
‣ Ideologies: Liquid D...
THE MAIN
FACT #2
THE DRIVING FORCE:
A RADICALLY CHANGING BEHAVIOR.
THE MAIN
NEW HABITS & CUSTOMS EVOLVE.
THE MAIN
EXPERIENCING IMPLIES SHARING.
THE MAIN
EXPERIENCE DOES NOT REQUIRE OUR PRESENCE.
THE MAIN
RELATIONSHIPS ARE PRESERVED DIFFERENTLY.
THE MAIN
DECISIONS ARE INFLUENCED BY AN ARMY OF SOURCES.
POTENTIAL
CUSTOMER
THE MAIN
AND PURCHASE HABITS ARE CHANGING.
THE MAIN
“Social Media is about
sociology & psychology
more than technology.”
Brian Solis, 2007.
THE MAIN 20
THE MAIN
BUCKLE-UP: CHANGES ARE HAPPENING FAST.
SOCIAL
MEDIA
DYNAMICS
TECHNOLOGY
APPLICATIONSUSAGE
BEHAVIOR
THE MAIN
“CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“
THE MAIN
FACT #3
BUSINESSES NEED
TO ADAPT FAST.
THE MAIN
IT IS NOT THE STRONGEST THAT SURVIVE, BUT THOSE
MOST RESPONSIVE TO CHANGE.
THE MAIN
SOME FAIL TO ADAPT…
THE MAIN
OTHERS ARE THREATENED BY NEW PLAYERS.
THE MAIN
THE CONSEQUENCES FOR BUSINESSES ARE LARGER
THAN WE THINK.
THE MAIN
BUSINESSES NEED TO FULLY INTEGRATE.
SOCIAL
BUSINESS
‣ Community Management
‣ Customer Service
‣ Communications
‣ ...
THE MAIN
SOCIAL MEDIA
MARKETING
THE MAIN 29
THE MAIN
MANY BRANDS SAW SOCIAL MEDIA AS AN EXPERIMENT…
THE MAIN
AS A HYPE TO FOLLOW …
THE MAIN
AS AN ADDITIONAL MARKETING INSTRUMENT.
THE MAIN
#GOVERNMENTSHUTDOWN
#SHUTDOWN
#SHUTDOWNPICKUPLINES
#OBAMACARE
#DOYOURJOB
#FURLOUGH
#GETITTOGETHER
#SHAMEONCONGRES...
THE MAINTHE MAIN 34
THE GOLDEN RULE:
Approach Social Media in a strategic
& structured way.
THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
THE MODEL:
THE CONSUMER DECISION JOURNE...
THE MAIN
BUILDING AWARENESS
THE SOCIAL MEDIA TOOLKIT
‣ ATL marketing with social elements
‣ 2nd screen campaigns
‣ Video a...
THE MAIN
BUILDING AWARENESS
CASE: VW- THE ORIGINAL CLICK
CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING
TOOL: YOUTU...
THE MAIN
BUILDING AWARENESS
CASE: FINANCIAL TIMES - 125 YEARS
CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING
TOOL: ...
THE MAIN
RAISING INVOLVEMENT
THE SOCIAL MEDIA TOOLKIT
INVOLVEMENT
‣ Build brand /
leverage
brand image
‣ Drive traffic
‣ P...
THE MAIN
RAISING INVOLVEMENT
CASE: TOSHIBA & INTEL – THE BEAUTY INSIDE
CATEGORY: INCENTIVES: CONTESTS, RAFFLES, CO-CREATIO...
THE MAIN
INFLUENCING CONSIDERATION
THE SOCIAL MEDIA TOOLKIT
‣ Consult &
educate on
products
‣ Drive traffic
‣ Enhance
Goog...
THE MAIN
INFLUENCING CONSIDERATION
CASE: NORDSTROM PINTEREST INTEGRATION
CATEGORY: POS-CAMPAIGNS
TOOL: IN-STORE INTEGRATIO...
THE MAIN
DRIVING PURCHASE
THE SOCIAL MEDIA TOOLKIT
‣ Leverage
leads
‣ Drive traffic
‣ Increase
turnover
‣ Support
transact...
THE MAIN
DRIVING PURCHASE
CASE: AMEX SYNC WITH TWITTER
CATEGORY: SOCIAL COMMERCE
TOOL: SOCIAL COUPONING, PAY-WITH-A-TWEET
...
THE MAIN
IMPROVING CONSUMPTION
THE SOCIAL MEDIA TOOLKIT
‣ Improve/ add
services
‣ Added value
‣ Bond users
‣ Improve
insig...
THE MAIN
IMPROVING CONSUMPTION
CASE: KLM DREAM CATCHER
CATEGORY: SOCIAL CRM, APPS & GAMES (MOBILE & DIGITAL)
TOOL: SOCIAL ...
THE MAIN
BUILDING LOYALTY
THE SOCIAL MEDIA TOOLKIT
‣ Improve CRM
‣ Bond users
‣ Activate re-
purchase
‣ Issue
management /...
THE MAIN
BUILDING LOYALTY
CASE: MALMO TOOLPOOL
CATEGORY: SOCIAL CRM, APPS & GAMES, REALTIME DIALOG & SERVICES
TOOL: FACEBO...
THE MAIN
‣ Drive
recomms &
WoM
‣ Win new
customers
‣ Build brand
‣ Enhance
Google search
results
TOOL-CATEGORIES
‣ Sharabl...
THE MAIN
FOSTERING ADVOCACY
CASE: STARBUCKS – TWEET A COFFEE
CATEGORY: SHARABLE CONTENT FORMATS/ SOCIAL RECOMMENDATION
CAM...
THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WE HAVE A WIDE SCOPE OF POSSIBILITIES A...
THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WE HAVE A WIDE SCOPE OF POSSIBILITIES A...
THE MAIN
We apply the Golden Rule!
THE MAIN 53
THE MAIN
THE SOCIAL BUSINESS
BENCHMARK: DELL
SALES
CHANNEL
SERVICE
CHANNEL
S
SUPPORT
COMMUNITIES
MARKETING
CHANNELS
BLOGS
...
THE MAIN
BUSINESSES NEED TO FULLY INTEGRATE.
SOCIAL
BUSINESS
‣ Community Management
‣ Customer Service
‣ Communications
‣ ...
THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WHAT ARE YOUR OBJECTIVES?
‣ Build brand...
THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
YOUR OBJECTIVES/ PERFORMANCE/
POTENTIAL...
THE MAIN
THE STRATEGIC PROCESS.
MAINTENANCE
‣ Business
Objectives
‣ Marketing
Objectives
‣ KPIs
‣ Budget
‣ Marketing Mix
‣...
THE MAIN
THANK YOU!
THE MAIN 59
THE MAIN
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de
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USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.

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SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY
A presentation created by The Main, a strategy consulting firm for digital marketing based in Hamburg, Germany.

Published in: Marketing
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USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.

  1. 1. THE MAIN USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS. SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY A presentation created by The Main, a strategy consulting firm for digital marketing based in Hamburg, Germany.
  2. 2. THE MAIN FACT #1 SOCIAL MEDIA IS CHANGING EVERYTHING.
  3. 3. THE MAIN POLITICAL COMMITMENT IS FORMED DIFFERENTLY. POLITICS
  4. 4. THE MAIN #DEARCONGRESS #GOVERNMENTSHUTDOWN #SHUTDOWN #SHUTDOWNPICKUPLINES #OBAMACARE #DOYOURJOB #GETBACKTOWORK #FURLOUGH #GETITTOGETHER #SHAMEONCONGRESS #GOPSHUTDOWN OUTRAGE IS EASILY EXPRESSED. POLITICS
  5. 5. THE MAIN COLLABORATION ALLOWS NEW FORMATS. CULTURE
  6. 6. THE MAIN A CUSTOMIZATION OF EVERYTHING IS EVOLVING. CULTURE
  7. 7. THE MAIN BORDERS BETWEEN INDIVIDUALS & MEDIA BRANDS DIMINISH. MEDIA
  8. 8. THE MAIN HIGHER EDUCATION IS ACCESIBLE FOR EVERYONE. EDUCATION
  9. 9. THE MAIN COLLABORATIVE LEARNING IS FACILLITATED. EDUCATION
  10. 10. THE MAIN CROWDFUNDING MAKES NEW BUSINESSES EMERGE. ECONOMY
  11. 11. THE MAIN NEW INDUSTRIES EMERGE. ECONOMY
  12. 12. THE MAIN ...AND IT DOESN‘T END THERE. ‣ Riots: The Arab Spring ... ‣ New Agendas: Data Protection … ‣ Ideologies: Liquid Democracy ... ‣ Elections: Obama 2008, #btw2013 ... ‣ Platforms: Change.org,... ‣ Activists: Manning, Snowden ... ‣ Appeals: #OccupyWallstreet, ... ‣ Leaks: Diplomatic Cables, ... POLITICS ‣ New Platforms: Spotify, Last.fm, tumblr, Behance, vine ... ‣ New Stars: Justin Bieber, , PSY ... ‣ Hypes: HarlemShake, FoodPorn, Nyancat, Cat Content, ... ‣ New Formats: Memes, GIFs, Infographics ... ‣ Co-Creation: Life in a Day … ‣ Language: YOLO, WTF, Shitstorm … CULTURE ‣ MOOCs: Coursera, Udacity, Khan Academy ... ‣ Q&A Platforms: Quora, Fluther, Wer weiß was, Gute Frage ... ‣ Experts: Seth Godin, Sascha Lobo, ... ‣ New Formats: Twiducate, Edmodo, ... ‣ New Education Subjects: Privacy & Data Protection... EDUCATION ‣ Participation Possibilities: Comments, Discussions, Shares, .... ‣ Breaking News: Houdson River, Osama Raid, ... ‣ Crisis Management: #AshCloud, Sandy NY, Boston Marathon, ... ‣ Hacks: AP Twitter Hack, Burger King Twitter Hack, … MEDIA ‣ New Global Player: Facebook, Twitter, ... ‣ New Industries: Apps, Shareconomy, Big Data, Social Service... ‣ New Business Models: Why Own It, Polyvvore, 9flats, ... ‣ New Jobs: Blogger, Community Manager, Social Media Strategist, ... ECONOMY
  13. 13. THE MAIN FACT #2 THE DRIVING FORCE: A RADICALLY CHANGING BEHAVIOR.
  14. 14. THE MAIN NEW HABITS & CUSTOMS EVOLVE.
  15. 15. THE MAIN EXPERIENCING IMPLIES SHARING.
  16. 16. THE MAIN EXPERIENCE DOES NOT REQUIRE OUR PRESENCE.
  17. 17. THE MAIN RELATIONSHIPS ARE PRESERVED DIFFERENTLY.
  18. 18. THE MAIN DECISIONS ARE INFLUENCED BY AN ARMY OF SOURCES. POTENTIAL CUSTOMER
  19. 19. THE MAIN AND PURCHASE HABITS ARE CHANGING.
  20. 20. THE MAIN “Social Media is about sociology & psychology more than technology.” Brian Solis, 2007. THE MAIN 20
  21. 21. THE MAIN BUCKLE-UP: CHANGES ARE HAPPENING FAST. SOCIAL MEDIA DYNAMICS TECHNOLOGY APPLICATIONSUSAGE BEHAVIOR
  22. 22. THE MAIN “CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“
  23. 23. THE MAIN FACT #3 BUSINESSES NEED TO ADAPT FAST.
  24. 24. THE MAIN IT IS NOT THE STRONGEST THAT SURVIVE, BUT THOSE MOST RESPONSIVE TO CHANGE.
  25. 25. THE MAIN SOME FAIL TO ADAPT…
  26. 26. THE MAIN OTHERS ARE THREATENED BY NEW PLAYERS.
  27. 27. THE MAIN THE CONSEQUENCES FOR BUSINESSES ARE LARGER THAN WE THINK.
  28. 28. THE MAIN BUSINESSES NEED TO FULLY INTEGRATE. SOCIAL BUSINESS ‣ Community Management ‣ Customer Service ‣ Communications ‣ Crowdsourcing ‣ Marketing ‣ Campaigns ‣ Advocacy ‣ Crisis SOCIAL BRAND ‣ Culture ‣ Competences ‣ Training ‣ Collaboration ‣ Process & Organization ‣ Research & Development ‣ Policies & Guidelines ‣ Knowledge Sharing SOCIAL ENTERPRISE
  29. 29. THE MAIN SOCIAL MEDIA MARKETING THE MAIN 29
  30. 30. THE MAIN MANY BRANDS SAW SOCIAL MEDIA AS AN EXPERIMENT…
  31. 31. THE MAIN AS A HYPE TO FOLLOW …
  32. 32. THE MAIN AS AN ADDITIONAL MARKETING INSTRUMENT.
  33. 33. THE MAIN #GOVERNMENTSHUTDOWN #SHUTDOWN #SHUTDOWNPICKUPLINES #OBAMACARE #DOYOURJOB #FURLOUGH #GETITTOGETHER #SHAMEONCONGRESS #GOPSHUTDOWN FACT IS: SOCIAL MEDIA SPANS MASSIVE CHANCES & RISKS FOR BUSINESSES.
  34. 34. THE MAINTHE MAIN 34 THE GOLDEN RULE: Approach Social Media in a strategic & structured way.
  35. 35. THE MAIN AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY THE MODEL: THE CONSUMER DECISION JOURNEY ‣ Build brand / leverage brand image ‣ Drive traffic ‣ Push emotional involvement ‣ Leverage leads ‣ Drive traffic ‣ Increase turnover ‣ Support transaction ‣ Improve/ add services ‣ Added value ‣ Bond users ‣ Improve insights ‣ Drive recomms & WoM ‣ Win new customers ‣ Build brand ‣ Enhance Google search results ‣ Consult & educate on products ‣ Drive traffic ‣ Enhance Google search results ‣ Issue manage- ment / brand protection ‣ Increase awareness & reach ‣ Build/ leverage brand image ‣ Drive traffic ‣ Optimize advertising revenues ‣ Bond users ‣ Activate re- purchase ‣ Issue management / brand protection ‣ Support CRM Source: Based on Anthony Young: Brand Media Strategy ADVOCACY LOOP LOYALTY LOOP
  36. 36. THE MAIN BUILDING AWARENESS THE SOCIAL MEDIA TOOLKIT ‣ ATL marketing with social elements ‣ 2nd screen campaigns ‣ Video advertising ‣ Live-casting: streams, social TV ‣ Sponsored content/ advertorials ‣ Content satellites/ content seeding ‣ Key influencer/ Testimonials cooperations ‣ Social networking/ community awareness campaigns ‣ Increase awareness & reach ‣ Build/ leverage brand image ‣ Drive traffic ‣ Optimize advertising revenues SOCIAL MEDIA TOOLKIT ‣ Social display advertising / (re-)targeting TOOL-CATEGORIES AWARENESS ‣ …
  37. 37. THE MAIN BUILDING AWARENESS CASE: VW- THE ORIGINAL CLICK CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING TOOL: YOUTUBE INSTREAM DISPLAY AD ‣ Increase awareness & reach ‣ Build/ leverage brand image ‣ Drive traffic ‣ Optimize advertising revenues AWARENESS
  38. 38. THE MAIN BUILDING AWARENESS CASE: FINANCIAL TIMES - 125 YEARS CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING TOOL: GEO- & RE-TARGETED SPONSORED TWEETS ‣ Increase awareness & reach ‣ Build/ leverage brand image ‣ Drive traffic ‣ Optimize advertising revenues AWARENESS
  39. 39. THE MAIN RAISING INVOLVEMENT THE SOCIAL MEDIA TOOLKIT INVOLVEMENT ‣ Build brand / leverage brand image ‣ Drive traffic ‣ Push emotional involvement SOCIAL MEDIA TOOLKIT TOOL-CATEGORIES ‣ ATL marketing with social elements ‣ 2nd screen campaigns ‣ Video advertising ‣ Live-Casting streams, Social TV ‣ Sponsored content/ advertorials ‣ Content satellites / content seeding ‣ Incentives: contests, raffles, co-creation ‣ Social events & conferences ‣ Social targeting/retargeting ‣ Blogging, micro-blogging, interactive magazine ‣ Key influencer/ testimonial cooperations ‣ Apps & games (digital & mobile) ‣ Sharable content formats ‣ …
  40. 40. THE MAIN RAISING INVOLVEMENT CASE: TOSHIBA & INTEL – THE BEAUTY INSIDE CATEGORY: INCENTIVES: CONTESTS, RAFFLES, CO-CREATION TOOL: FILM/CONTENT CO-CREATION ‣ Build brand / leverage brand image ‣ Drive traffic ‣ Push emotional involvement INVOLVEMENT
  41. 41. THE MAIN INFLUENCING CONSIDERATION THE SOCIAL MEDIA TOOLKIT ‣ Consult & educate on products ‣ Drive traffic ‣ Enhance Google search results ‣ Issue manage-ment / brand protection TOOL-CATEGORIES ‣ Sharable content formats ‣ Content satellites/ content seeding ‣ Social sampling/ couponing ‣ POS campaigns ‣ Special offers & incentives ‣ Apps & games (incl. mobile) ‣ Live-Casting: streams, social TV‣ Blogging, micro-blogging, interactive magazine ‣ Reviews, product tests ‣ Social wikis & Social Q&As ‣ Key influencer cooperations ‣ Curated shopping CONSIDERATION SOCIAL MEDIA TOOLKIT
  42. 42. THE MAIN INFLUENCING CONSIDERATION CASE: NORDSTROM PINTEREST INTEGRATION CATEGORY: POS-CAMPAIGNS TOOL: IN-STORE INTEGRATION OF PINTEREST PINS ‣ Consult & educate on products ‣ Drive traffic ‣ Enhance Google search results ‣ Issue manage-ment / brand protection CONSIDERATION
  43. 43. THE MAIN DRIVING PURCHASE THE SOCIAL MEDIA TOOLKIT ‣ Leverage leads ‣ Drive traffic ‣ Increase turnover ‣ Support transaction TOOL-CATEGORIES ‣ Social commerce ‣ Social couponing ‣ Product customization ‣ Real-time 1:1 dialog & services ‣ Key influencer cooperations ‣ In-app/ in-video shopping ‣ POS campaigns ‣ Apps & games (incl. mobile) PURCHASE SOCIAL MEDIA TOOLKIT
  44. 44. THE MAIN DRIVING PURCHASE CASE: AMEX SYNC WITH TWITTER CATEGORY: SOCIAL COMMERCE TOOL: SOCIAL COUPONING, PAY-WITH-A-TWEET ‣ Leverage leads ‣ Drive traffic ‣ Increase turnover ‣ Support transaction PURCHASE
  45. 45. THE MAIN IMPROVING CONSUMPTION THE SOCIAL MEDIA TOOLKIT ‣ Improve/ add services ‣ Added value ‣ Bond users ‣ Improve insights TOOL-CATEGORIES ‣ Sharable content formats ‣ Real-time 1:1 dialog & services ‣ Apps & games (mobile & digital) ‣ Reviews, Tutorials, Guides ‣ Blogging, micro blogging ‣ Brand/ product community ‣ Social wikis ‣ Key influencer cooperation CONSUMPTION SOCIAL MEDIA TOOLKIT ‣ Social Q&As ‣ Social CRM
  46. 46. THE MAIN IMPROVING CONSUMPTION CASE: KLM DREAM CATCHER CATEGORY: SOCIAL CRM, APPS & GAMES (MOBILE & DIGITAL) TOOL: SOCIAL DATA-AGGREGATION APP ‣ Improve/ add services ‣ Added value ‣ Bond users ‣ Improve insights CONSUMPTION
  47. 47. THE MAIN BUILDING LOYALTY THE SOCIAL MEDIA TOOLKIT ‣ Improve CRM ‣ Bond users ‣ Activate re- purchase ‣ Issue management / brand protection TOOL-CATEGORIES ‣ Sharable content formats ‣ Content satellites/ seeding ‣ Brand/ product community ‣ (Re-)targeting of customers to active repurchase ‣ Social events & conferences ‣ Key influencer cooperations ‣ Blogging, micro-blogging, interactive magazine‣ Real-time 1:1 dialog & services ‣ Apps & games (mobile & digital) ‣ User incentives & special offers LOYALTY SOCIAL MEDIA TOOLKIT ‣ …‣ Social CRM
  48. 48. THE MAIN BUILDING LOYALTY CASE: MALMO TOOLPOOL CATEGORY: SOCIAL CRM, APPS & GAMES, REALTIME DIALOG & SERVICES TOOL: FACEBOOK APP, MOBILE APP, ADDED VALUE (LENDING SERVICE) ‣ Bond users ‣ Activate re- purchase ‣ Issue management / brand protection ‣ Support CRM LOYALTY
  49. 49. THE MAIN ‣ Drive recomms & WoM ‣ Win new customers ‣ Build brand ‣ Enhance Google search results TOOL-CATEGORIES ‣ Sharable content formats ‣ Key influencer cooperations ‣ Blogging, micro-blogging, interactive magazine ‣ Brand/ product communities ‣ Social events & conferences ‣ 2nd screen campaigns ‣ Social network/ recommendation campaign‣ Apps & games (incl. mobile) ‣ User incentives & special offers ‣ Live-casting: stream, social TV FOSTERING ADVOCACY THE SOCIAL MEDIA TOOLKIT ADVOCACY SOCIAL MEDIA TOOLKIT
  50. 50. THE MAIN FOSTERING ADVOCACY CASE: STARBUCKS – TWEET A COFFEE CATEGORY: SHARABLE CONTENT FORMATS/ SOCIAL RECOMMENDATION CAMPAIGN TOOL: TWITTER E-GIFT, TWITTER COUPONING ‣ Drive recomms & WoM ‣ Win new customers ‣ Build brand ‣ Enhance Google search results ADVOCACY
  51. 51. THE MAIN AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY WE HAVE A WIDE SCOPE OF POSSIBILITIES AT OUR HANDS. ‣ Social (re- )targeting ‣ Sponsored content ‣ Key influencer cooperations … ‣ Social Commerce ‣ In-video shopping ‣ PoS Campaigns ‣ Apps … ‣ Sharable content ‣ Key influencer cooperations ‣ Brand/product communities ‣ Social network campaigns … ‣ Reviews ‣ Social wikis Social Q&A Social sampling & couponing ‣ Special offers … ‣ Social Service ‣ Social Q&A ‣ Product / Brand communities ‣ Real-time 1:1 dialog … ‣ Incentives & Special offers ‣ Social Service ‣ Social (re-) targeting ‣ Content satellites … ‣ 2nd screen campaign ‣ Key influencer cooperation ‣ Co-creation campaigns …
  52. 52. THE MAIN AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY WE HAVE A WIDE SCOPE OF POSSIBILITIES AT OUR HANDS. What do we do with these possibilities? And how do we move from experimentation?
  53. 53. THE MAIN We apply the Golden Rule! THE MAIN 53
  54. 54. THE MAIN THE SOCIAL BUSINESS BENCHMARK: DELL SALES CHANNEL SERVICE CHANNEL S SUPPORT COMMUNITIES MARKETING CHANNELS BLOGS CORPORATE CHANNELS EMPLOYEE CHANNELS BLOGS SUPPORT COMMUNITIES WEBSITE DELL WEBSITE INTEGRATION SUPPORT COMMUNITIES OWNERS CLUB BLOGS INNOVATION CHANNEL IDEASTORM ‣ Consumer/ fan/ follower data: Age, location, industry, preferences, profiles, etc. ‣ Consumer insights: Product usage, improvement, preferences, feedback, satisfaction, complaints, etc. ‣ Consumer ideas: Product desires, ideas, co-creation, collaboration, etc. ‣ Corporate: Data on human relations, company stakeholder, stockholder, media, etc. DATA “SOCIAL MEDIA LISTENING COMMAND CENTER” (Consolidation with CRM, eCRM & analytics data) SOCIAL ENTERPRISE SALES CUSTOMER SERVICE MARKETING R&D HRMANAGEMENT Analytics/ Big Data Operative Measures Communicative & Collaborative Consumer Relationships
  55. 55. THE MAIN BUSINESSES NEED TO FULLY INTEGRATE. SOCIAL BUSINESS ‣ Community Management ‣ Customer Service ‣ Communications ‣ Crowdsourcing ‣ Marketing ‣ Campaigns ‣ Advocacy ‣ Crisis SOCIAL BRAND ‣ Culture ‣ Competences ‣ Training ‣ Collaboration ‣ Process & Organization ‣ Research & Development ‣ Policies & Guidelines ‣ Knowledge Sharing SOCIAL ENTERPRISE
  56. 56. THE MAIN AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY WHAT ARE YOUR OBJECTIVES? ‣ Build brand / leverage brand image ‣ Drive traffic ‣ Push emotional involvement ‣ Leverage leads ‣ Drive traffic ‣ Increase turnover ‣ Support transaction ‣ Improve/ add services ‣ Added value ‣ Bond users ‣ Improve insights ‣ Drive recomms & WoM ‣ Win new customers ‣ Build brand ‣ Enhance Google search results ‣ Consult & educate on products ‣ Drive traffic ‣ Enhance Google search results ‣ Issue manage-ment / brand protection ‣ Increase awareness & reach ‣ Build/ leverage brand image ‣ Drive traffic ‣ Optimize advertising revenues ‣ Bond users ‣ Activate re- purchase ‣ Issue management / brand protection ‣ Support CRM
  57. 57. THE MAIN AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY YOUR OBJECTIVES/ PERFORMANCE/ POTENTIALS CLIENT SPECIFIC ANALYSIS
  58. 58. THE MAIN THE STRATEGIC PROCESS. MAINTENANCE ‣ Business Objectives ‣ Marketing Objectives ‣ KPIs ‣ Budget ‣ Marketing Mix ‣ Performance in Consumer Journey ‣ Content ‣ Buzz & Web Analytics STRATEGY ‣ Content Strategy ‣ Channel Planning ‣ Scorecards PRODUCTION ‣ Creative Process ‣ Content Production ‣ Media Buying OBJECTIVES PERFORMANCE CHECK ANALYSIS ‣ Brand/ Product ‣ Market/ Competitors ‣ Target Group ‣ Consumer Journey ‣ Tracking ‣ Monitoring ‣ Community Management
  59. 59. THE MAIN THANK YOU! THE MAIN 59
  60. 60. THE MAIN THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

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