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

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. THE MAIN
FACT #1
SOCIAL MEDIA IS
CHANGING EVERYTHING.

3. THE MAIN
POLITICAL COMMITMENT IS FORMED DIFFERENTLY.
POLITICS

4. THE MAIN
#DEARCONGRESS
#GOVERNMENTSHUTDOWN
#SHUTDOWN
#SHUTDOWNPICKUPLINES
#OBAMACARE
#DOYOURJOB
#GETBACKTOWORK
#FURLOUGH
#GETITTOGETHER
#SHAMEONCONGRESS
#GOPSHUTDOWN
OUTRAGE IS EASILY EXPRESSED.
POLITICS

5. THE MAIN
COLLABORATION ALLOWS NEW FORMATS.
CULTURE

6. THE MAIN
A CUSTOMIZATION OF EVERYTHING IS EVOLVING.
CULTURE

7. THE MAIN
BORDERS BETWEEN INDIVIDUALS & MEDIA BRANDS
DIMINISH.
MEDIA

8. THE MAIN
HIGHER EDUCATION IS ACCESIBLE FOR EVERYONE.
EDUCATION

9. THE MAIN
COLLABORATIVE LEARNING IS FACILLITATED.
EDUCATION

10. THE MAIN
CROWDFUNDING MAKES NEW BUSINESSES EMERGE.
ECONOMY

11. THE MAIN
NEW INDUSTRIES EMERGE.
ECONOMY

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. THE MAIN
FACT #2
THE DRIVING FORCE:
A RADICALLY CHANGING BEHAVIOR.

14. THE MAIN
NEW HABITS & CUSTOMS EVOLVE.

15. THE MAIN
EXPERIENCING IMPLIES SHARING.

16. THE MAIN
EXPERIENCE DOES NOT REQUIRE OUR PRESENCE.

17. THE MAIN
RELATIONSHIPS ARE PRESERVED DIFFERENTLY.

18. THE MAIN
DECISIONS ARE INFLUENCED BY AN ARMY OF SOURCES.
POTENTIAL
CUSTOMER

19. THE MAIN
AND PURCHASE HABITS ARE CHANGING.

20. THE MAIN
“Social Media is about
sociology & psychology
more than technology.”
Brian Solis, 2007.
THE MAIN 20

21. THE MAIN
BUCKLE-UP: CHANGES ARE HAPPENING FAST.
SOCIAL
MEDIA
DYNAMICS
TECHNOLOGY
APPLICATIONSUSAGE
BEHAVIOR

22. THE MAIN
“CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“

23. THE MAIN
FACT #3
BUSINESSES NEED
TO ADAPT FAST.

24. THE MAIN
IT IS NOT THE STRONGEST THAT SURVIVE, BUT THOSE
MOST RESPONSIVE TO CHANGE.

25. THE MAIN
SOME FAIL TO ADAPT…

26. THE MAIN
OTHERS ARE THREATENED BY NEW PLAYERS.

27. THE MAIN
THE CONSEQUENCES FOR BUSINESSES ARE LARGER
THAN WE THINK.

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. THE MAIN
SOCIAL MEDIA
MARKETING
THE MAIN 29

30. THE MAIN
MANY BRANDS SAW SOCIAL MEDIA AS AN EXPERIMENT…

31. THE MAIN
AS A HYPE TO FOLLOW …

32. THE MAIN
AS AN ADDITIONAL MARKETING INSTRUMENT.

33. THE MAIN
#GOVERNMENTSHUTDOWN
#SHUTDOWN
#SHUTDOWNPICKUPLINES
#OBAMACARE
#DOYOURJOB
#FURLOUGH
#GETITTOGETHER
#SHAMEONCONGRESS
#GOPSHUTDOWN
FACT IS:
SOCIAL MEDIA SPANS
MASSIVE CHANCES & RISKS
FOR BUSINESSES.

34. THE MAINTHE MAIN 34
THE GOLDEN RULE:
Approach Social Media in a strategic
& structured way.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. THE MAIN
We apply the Golden Rule!
THE MAIN 53

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. 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. 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. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
YOUR OBJECTIVES/ PERFORMANCE/
POTENTIALS
CLIENT SPECIFIC ANALYSIS

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. THE MAIN
THANK YOU!
THE MAIN 59

60. THE MAIN
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de