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SOCIAL ERA
understanding the customer journey in the
Social is a
silver bullet.
Do this and
you will have
overnight
success.
Social is
about
mastering the
tools.
3 THINGS THAT...
”“ Tara Hunt

The Whuffie Factor
Social isn’t about the tools. If you
focus on tools, you’ll look like
one.
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
customer
let’s start with the
journey
a story about meatloaf
AndrewDavis
http://www.akadrewdavis.com/ https://youtu.be/IDubyeOWLTk
the customer journey is:
non-linear
highly personal
interrupted constantly
noisy
a paradox of choice
completely unpredicta...
myth #1:
busy business people don’t have time for the internet.
fact:
According to Google’s studies, 89% of B2B researcher...
myth #2:
this is what the CFO making
the decisions looks like
fact:
This is closer to the truth and it’s changing rapidly. According to
Google, nearly half of all B2B researchers are m...
The Shift in the B2B Researcher Demographic:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marke...
Employee influence on purchase decisions:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketin...
social era
and wth is the
anyway?
HINT: I’m not talking about social media, though that is part of it.
”
“
Nilofer Merchant

11 Rules for the Social Era
If the industrial era was about
building things, the social era is
about...
RULES FOR THE SOCIAL ERA:
1. EVERYTHING is social
2. The lines between social and professional
are blurred
3. The ‘consume...
ARE YOU REALLY BUILDING RELATIONSHIPS?
TRANSACTIONAL
Only interact when you want
something (or when your CRM says to
reach...
“You’re not in the insurance
business, you’re in the
EXPERIENCE business.”
Competing on price, coverage and service is a r...
disruptions
not to mention there are a few
MILLENNIALS!
#insurtech
ACA? not even sure .
3 IMPORTANT TAKEAWAYS:
1.
If you’re not at
enough
touchpoints along
the customer
journey, you don’t
exist.
3.
Insurtech wi...
let’s lay some
foundations
to becoming truly social.
traditional b2b tactics:
Cold calling, professional networking, joining local
business groups, buying lists of prospects (...
direct sales
social is NOT good for
relationships,
but it’s really good at building
trust, bonds, confidence…
a universe of tools to connect with your
audience (or at least stalk them)
if there was EVER a great use for social media,...
BEING SOCIAL STARTS
WITH KNOWING YOUR
AUDIENCE
listeningshould be 75% of your social plan.
WHO ARE MY CUSTOMERS?
HOW DID THEY FIND ME?
(OR) HOW DID I FIND THEM AND
HAS THIS CHANGED?
WHY DID THEY CHOOSE ME?
WHAT WA...
”“
The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.
P...
WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS:
1. Social Media Platform Analytics
2. Social Intelligence Tools
3. Social L...
SOCIAL MEDIA PLATFORM ANALYTICS
Social media platforms
offer up everything from
demographics to deeper
psychographics,
int...
SOCIAL INTELLIGENCE
Social Intelligence tools pull
data from social networks to
analyze interests and affinities
of audien...
People Who Follow CFO Mag:
….tend to follow multiple business sources (and
entrepreneurs) and are interested in content on...
SOCIAL LISTENING
There are several free
and inexpensive social
listening tools that help
you keep track of the
ongoing con...
3 IMPORTANT TAKEAWAYS:
1.
Listening is the
most important
function of social.
You’ve never had
so much insight
into your
a...
CUSTOMER JOURNEY
let’s take a walk through the
and see where else social can help you out...
1. I know you
2. I’m looking for you
3. I’m comparing you to your
competition
4. I’m buying from you
5. I’m using your pro...
AWARENESS
AWARE
Customer’s state:
Isn’t looking for you, hasn’t
heard of you. Lots of other
things on their minds.
Another word for ...
ACTIVELY RESEARCHING POTENTIAL
LEADS ON SOCIAL
Using social intelligence
tools - like LinkedIN’s
Sales Navigator - to
iden...
SOCIAL THAT LEADS TO
PROSPECTING
When online influencers share your
excellent online content with their
audience, creating...
SEARCH
SEARCH
Customer’s state:
Actively looking and researching for
a good option in your product
category.
It is better if you ...
SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER
IS RESEARCHING
Blog posts, YouTube videos,
Tweets and other fresh
content r...
DECIDE
DECIDE
Customer’s state:
Narrowing down options to
find the very best one. Most
likely made her mind up, but
may be swayed...
MOST CUSTOMERS HAVE ALREADY DECIDED
BEFORE THEY CALL YOU
“Today's business buyers do not
contact suppliers directly until ...
SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER
TO CHOOSE YOU
When it comes to making a
decision, it’s not just about price.
If...
TRANSACT
Customer’s state:
Time to purchase! The
customer is having their first
experience with your
product.
TRANSACT
SOCIAL THAT CAN HELP THE
ONBOARDING EXPERIENCE
Helpful content can make the difference
between a new customer being lost a...
UTILIZE
UTILIZE
Customer’s state:
They’ve signed up. But how
can you enhance their
experience?
DEEPENING CLIENT RELATIONSHIPS
THROUGH CONTENT
https://www.youtube.com/watch?v=bXtlh_Ei5hc
ADVOCATE
ADVOCATE
Customer’s state:
They love you (of course!),
now how can you give them
the tools to help them spread
the word?
Every time you or a happy customer posts
online, you create another opportunity to
appear along another customer’s journey.
3 Final Takeaways
1.
The customer’s
journey is
complex, non-
linear, and
CONSTANT. You
never know when
an impression can
b...
”“ Terry Golesworthy,

President of the Customer Respect Group
Offering ongoing advice is now critical with today’s
consum...
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
you?
THANK YOU!
Tara Hunt, President
Truly Social Inc.
http://www.trulysocial.ca
http://www.youtube.com/tarahunt
http://twitter...
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
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Understanding the Customer Journey in the Social Era

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I spoke at the United Benefit Advisors annual conference in Chicago on September 11/12, 2017, on the subject of how a B2B business (and even a smaller one) can make sense of social.

I tied the idea of social to the customer journey and showed how, along each step of the way, they could engage customers and potential customers with social...not just social media: social content, reviews, social thinking, and more.

Published in: Social Media
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Understanding the Customer Journey in the Social Era

  1. SOCIAL ERA understanding the customer journey in the
  2. Social is a silver bullet. Do this and you will have overnight success. Social is about mastering the tools. 3 THINGS THAT I WON’T TELL YOU:
  3. ”“ Tara Hunt
 The Whuffie Factor Social isn’t about the tools. If you focus on tools, you’ll look like one.
  4. Hmmmmm…maybe this isn’t just a bunch of malarky after all…
  5. customer let’s start with the journey
  6. a story about meatloaf
  7. AndrewDavis http://www.akadrewdavis.com/ https://youtu.be/IDubyeOWLTk
  8. the customer journey is: non-linear highly personal interrupted constantly noisy a paradox of choice completely unpredictable in the social era,
  9. myth #1: busy business people don’t have time for the internet. fact: According to Google’s studies, 89% of B2B researchers use the internet during the B2B research process
  10. myth #2: this is what the CFO making the decisions looks like
  11. fact: This is closer to the truth and it’s changing rapidly. According to Google, nearly half of all B2B researchers are millennials + they heavily influence purchase decisions.
  12. The Shift in the B2B Researcher Demographic: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
  13. Employee influence on purchase decisions: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/ 81% of non- C-Suite employees influence purchase decisions.
  14. social era and wth is the anyway?
  15. HINT: I’m not talking about social media, though that is part of it.
  16. ” “ Nilofer Merchant
 11 Rules for the Social Era If the industrial era was about building things, the social era is about connecting things, people, and ideas.
  17. RULES FOR THE SOCIAL ERA: 1. EVERYTHING is social 2. The lines between social and professional are blurred 3. The ‘consumer’ is no longer passive - they are PROsumers 4. Sharing communicates identity - people share what they want others to think they are 5. Relationships are more important than ever. Transactional interactions will be disintermediated by technology.
  18. ARE YOU REALLY BUILDING RELATIONSHIPS? TRANSACTIONAL Only interact when you want something (or when your CRM says to reach out). Focus on your value being coverage and price. Always Be Closing. Customer service driven. RELATIONAL Really become part of your clients/ contacts lives. Care. Follow. Listen. Focus on helping your clients figure out and achieve their goals. Always Be Listening. Customer EXPERIENCE driven.
  19. “You’re not in the insurance business, you’re in the EXPERIENCE business.” Competing on price, coverage and service is a race to the bottom and AI/chatbots/ algorithms will outcompete you there every day.
  20. disruptions not to mention there are a few
  21. MILLENNIALS!
  22. #insurtech
  23. ACA? not even sure .
  24. 3 IMPORTANT TAKEAWAYS: 1. If you’re not at enough touchpoints along the customer journey, you don’t exist. 3. Insurtech will win in the race to the bottom of the price/ convenience war. Compete on EXPERIENCE. 2. You can’t say “we don’t need social” because EVERYTHING is social. It’s not a tool, it’s a cultural shift.
  25. let’s lay some foundations to becoming truly social.
  26. traditional b2b tactics: Cold calling, professional networking, joining local business groups, buying lists of prospects (to call and email), advertising seminars/webinars, encouraging referrals from clients and professional connections, golf? etc.
  27. direct sales social is NOT good for
  28. relationships, but it’s really good at building trust, bonds, confidence…
  29. a universe of tools to connect with your audience (or at least stalk them) if there was EVER a great use for social media, it is to learn more about your audience.
  30. BEING SOCIAL STARTS WITH KNOWING YOUR AUDIENCE
  31. listeningshould be 75% of your social plan.
  32. WHO ARE MY CUSTOMERS? HOW DID THEY FIND ME? (OR) HOW DID I FIND THEM AND HAS THIS CHANGED? WHY DID THEY CHOOSE ME? WHAT WAS THEIR JOURNEY? HOW HAS THIS CHANGED? have you asked:
  33. ”“ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter Drucker,
 Father of Management Theory
  34. WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS: 1. Social Media Platform Analytics 2. Social Intelligence Tools 3. Social Listening
  35. SOCIAL MEDIA PLATFORM ANALYTICS Social media platforms offer up everything from demographics to deeper psychographics, interests, and incomes like Twitter analytics. https://analytics.twitter.com/
  36. SOCIAL INTELLIGENCE Social Intelligence tools pull data from social networks to analyze interests and affinities of audiences. You can tell a lot about people by who they explicitly follow online. (mostly not free, but mind-blowing and make learning about your audience instantaneous)
  37. People Who Follow CFO Mag: ….tend to follow multiple business sources (and entrepreneurs) and are interested in content on: Financial Analysis, Analytical Skills, Budgeting, Business Process Improvement/ Management, Risk Management, Mergers & Acquisitions, Leadership, Strategic Planning + Financial Modelling.
  38. SOCIAL LISTENING There are several free and inexpensive social listening tools that help you keep track of the ongoing conversation around #insurtech, #digitalhealth, #HealthIT, #HRtech and more.
  39. 3 IMPORTANT TAKEAWAYS: 1. Listening is the most important function of social. You’ve never had so much insight into your audience! 3. There are tons of free tools to help you figure out your audience. All you need to do to use them is to listen. 2. You need a strategy and that strategy will come from really understanding your audience.
  40. CUSTOMER JOURNEY let’s take a walk through the and see where else social can help you out...
  41. 1. I know you 2. I’m looking for you 3. I’m comparing you to your competition 4. I’m buying from you 5. I’m using your product 6. I’m reviewing you THE CUSTOMER JOURNEY 1.AWARE2.SEARCH 3.DECIDE 4.TRANSACT 5.USE 6.ADVOCATE p.s. It is actually NOT as neat and clear as this, it just looks that way to be pretty to look at.
  42. AWARENESS
  43. AWARE Customer’s state: Isn’t looking for you, hasn’t heard of you. Lots of other things on their minds. Another word for increasing awareness is ‘prospecting’.
  44. ACTIVELY RESEARCHING POTENTIAL LEADS ON SOCIAL Using social intelligence tools - like LinkedIN’s Sales Navigator - to identify and ‘stalk’ potential leads. https://www.linkedin.com/sales
  45. SOCIAL THAT LEADS TO PROSPECTING When online influencers share your excellent online content with their audience, creating a buzz.
  46. SEARCH
  47. SEARCH Customer’s state: Actively looking and researching for a good option in your product category. It is better if you are already part of the consideration (built awareness), but there are other ways to get you in the search path.
  48. SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER IS RESEARCHING Blog posts, YouTube videos, Tweets and other fresh content ranks very high in Google Search results. Zane Benefits is on PAGE 1 of a search for “employee benefits” because of their blog content. BLOG CONTENT !
  49. DECIDE
  50. DECIDE Customer’s state: Narrowing down options to find the very best one. Most likely made her mind up, but may be swayed by reviews and differentiation.
  51. MOST CUSTOMERS HAVE ALREADY DECIDED BEFORE THEY CALL YOU “Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions.” B2B’s Digital Revolution, Think With Google https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
  52. SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER TO CHOOSE YOU When it comes to making a decision, it’s not just about price. If you have social content (helpful videos and posts) and lots of people talking about you positively, it will help to steer the decision in your favour.
  53. TRANSACT
  54. Customer’s state: Time to purchase! The customer is having their first experience with your product. TRANSACT
  55. SOCIAL THAT CAN HELP THE ONBOARDING EXPERIENCE Helpful content can make the difference between a new customer being lost and feeling educated. One of the videos in particular generated close to $30,000 of revenue. “And it all had to do with the fact that we were answering questions that, at the time, weren’t even on the NYS [New York State] Department of Insurance’s website,” (Ryan) Hanley said. State of Content Marketing: Insurance Contently, July 1, 2015 https://contently.com/strategist/2015/07/01/state-of-content-marketing-insurance https://www.youtube.com/watch?v=gyrt84STlgE
  56. UTILIZE
  57. UTILIZE Customer’s state: They’ve signed up. But how can you enhance their experience?
  58. DEEPENING CLIENT RELATIONSHIPS THROUGH CONTENT https://www.youtube.com/watch?v=bXtlh_Ei5hc
  59. ADVOCATE
  60. ADVOCATE Customer’s state: They love you (of course!), now how can you give them the tools to help them spread the word?
  61. Every time you or a happy customer posts online, you create another opportunity to appear along another customer’s journey.
  62. 3 Final Takeaways 1. The customer’s journey is complex, non- linear, and CONSTANT. You never know when an impression can be made. 3. Dismissing social as part of your growth strategy, is dismissing multiple opportunities. Your competitors won’t. 2. No matter where your potential customers are on their journey, you can be there with social. Social is really great at building trust.
  63. ”“ Terry Golesworthy,
 President of the Customer Respect Group Offering ongoing advice is now critical with today’s consumer choosing products and suppliers not on the advice of a single expert at a single moment in time, but on an accumulation of information from a variety of sources over a period.
  64. Hmmmmm…maybe this isn’t just a bunch of malarky after all… you?
  65. THANK YOU! Tara Hunt, President Truly Social Inc. http://www.trulysocial.ca http://www.youtube.com/tarahunt http://twitter.com/missrogue tara@trulysocial.ca

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