Next Generation’s Leaders Discover the World of Social Media
This presentation gives an overview of current social media trends, a look at how businesses today are utilizing social media to grow their businesses and touch on career potential within this unique marketing niche. You will leave with a better understanding of how social media goes beyond how they typically use it as a teenage consumer, and help them understand how businesses are using social media to help further their business objectives. Why is Social Media Important? • Social media is here to stay. If you don’t have a strategy, it’s more than likely your competitors will have, or are planning to. • A good strategy will, at its core, allow you to garner insight into what customers really think about your organization. It allows you to monitor and protect your reputation. • For the costs that are involved, it’s a great “soft” marketing and communication channel. Although it’s well worth remembering that measuring any ROI against social media can be extremely difficult. • Boosting overall online activity. Social media will help your SEO and drive visitors to your site. • It helps your organization speak and listen. Ever tried to make people aware of something while nobody listened? Social media can help you be heard. Equally, it allows otherwise-unheard customers to strike up a two-way conversation with you. • It makes your organization become transparent, which is a very important element in current business practice, especially online. • It’s an educational experience. You will be able to learn from customers: what they want, where they are, etc. Equally, customers can quickly learn from you: services, products, locations, etc. • Relationships will be built and maintained between you and your customers. • It helps you fish where the fish are. The Internet is becoming increasingly fragmented and distributed. Social media can help you find the correct audience or customers and engage with them, instead of wasting resources in the wrong areas. More Tips, Best Practices and Social Media Marketing Resources: FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/ Social Media Infographics: http://www.customerinsightgroup.com/infographs Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops Pinterest: http://pinterest.com/engagekeepgrow/
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Next Generation’s Leaders Discover the World of Social Media
- 2. Agenda • Four Ways to Grow Business • Customer Buying Process • Social Media’s Influence on Purchase Decision • Brands LOCKED OUT • Q&A © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 3. Four Ways to Grow Business © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 4. 1 GET MORE CUSTOMERS © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 5. 2 GET CUSTOMERS TO BUY MORE OFTEN © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 6. 3 GET CUSTOMERS TO BUY MORE PER TRANSACTION © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 7. 4 RETAIN MORE CUSTOMERS © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 8. 2008: "Pepsi is #1" Тv commercial (Luke Rosin) 2008–present: "Something For Everyone" 2009–present: "Refresh Everything"/"Every Generation Refreshes the World" 2010–present: "Every Pepsi Refreshes The World" 2011–present "Summer Time is Pepsi Time" 2011–present "Born in the Carolinas" 2012: "Where there's Pepsi, there's music" – used for the 2012 Super Bowl commercial featuring Melanie Amaro 2012 "The Best Drink Created Worldwide" © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 9. 2005 - Make It Real. 2006 - The Coke Side of Life (used also in the UK) 2007 - Live on the Coke Side of Life (also used in the UK) 2008 - love it light (also used in the UK) 2009 - Open Happiness 2010 - Twist The Cap To Refreshment 2011 - Life Begins Here 2012 - Enjoy Coca Cola © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 10. What Role Does Social Media Play? Four Ways to Grow Business – Get more customers – Get customers to buy more often – Get customers to buy more per transaction – Retain more customer © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 11. CUSTOMER BUYING PROCESS YOUR DIGITAL AUDIENCE © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 12. Awareness Findability Evaluation Decision Purchase Support Relationship Consumer Buying Process © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 13. REALIZE A NEED © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 14. © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758 INVESTIGATIE OPTIONS
- 15. ASK FRIENDS © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 16. ASK FRIENDS © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 17. RESEARCH Price Types Brands Features Benefits Product Reviews Complaints Customer Service © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 18. PURCHASE © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 19. ASK THE EXPERTS © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 20. Consumer Buying Process Awareness Findability Evaluation Decision Purchase Support Relationshi •Search •Keyword •Third party •Discounts •Gift options •Email p engines search product guides •Consumer •Delivery options confirmation •E-newsletter •Social search •Social media •Consumer reviews and •Channel options •FAQ •Reminder •Banner ads •Product code reviews and ratings •Payment •Order history service ratings •Service options •Order tracking •Loyalty program •Email •Product specs promise •Customer •Social media •Feature service •Friends •Friends •Personalize products opinions recommendati recommendatio •Store •Price, availabili ons ns ty, delivery info •Call to action •Product •Store locator pictures •Security guarantee •Return policy •Customer service © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 21. Social Media’s Influence on Purchase Decision ENGAGING YOUR DIGITAL AUDIENCE © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 22. What sites are CONSUMERS using? Global Study Source: IBM Institute for Business Value analysis. CRM Study 2011 © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 23. BRANDS WITHOUT A SOCIAL MEDIA STRATEGY FIND THEMSELVES LOCKED OUT © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 24. Successful brands meet the customer on their terms © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 25. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You! © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 26. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
Editor's Notes
- How has the consumer buying process changed?
- The latest research from Forrester cites social media as the fastest growing marketing channel, expected to reach $3.1 billion by 2014.
- How has this change influenced
- Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth interms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on oursurvey, that number had swelled to 72 percent by 2010.Notes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People born between 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older). Source: IBM Institute for Business Value analysis. CRM Study 2011Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study MethodologyIn October 2010, we conducted two online surveys:The first was completed by 1,056 consumers in the UnitedStates, Canada, the United Kingdom, France, Germany, India,China, Australia and Brazil. Participants represented adistribution of ages among Generation Y, Generation X andBaby Boomers, with annual household incomes fromUS$25,000 to more than US$100,000.6The second survey went to 351 business executives in thesame countries (except Canada). Executives representedcompanies from the following sectors: Distribution,Communications, Financial Services, Industrial and PublicSector/Healthcare. In addition, to capture qualitative datafrom executives responsible for social media programs, weconducted 17 interviews in the United States and the UnitedKingdom. In partnership with Oxford Economics, we alsoestablished a Social CRM blog to solicit feedback on SocialCRM topics from social media and CRM specialists andother interested individuals.