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Alex Stein - Mapping the Social Customer Journey to Create the Ultimate Customer Experience
- 1. 1 MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017 THE SOCIAL CUSTOMER JOURNEY ALEX STEIN | MARKETING + SOCIAL MEDIA ANALYTICS
- 3. “CUSTOMER JOURNEY” & OTHER BUZZWORDS
- 4. “CUSTOMER JOURNEY” & OTHER BUZZWORDS OMNI CHANNEL
- 5. OMNI CHANNEL UGC “CUSTOMER JOURNEY” & OTHER BUZZWORDS
- 6. OMNI CHANNEL UGC PERSONALIZATION “CUSTOMER JOURNEY” & OTHER BUZZWORDS
- 7. OMNI CHANNEL UGC PERSONALIZATION VISUAL ID “CUSTOMER JOURNEY” & OTHER BUZZWORDS
- 8. OMNI CHANNEL UGC PERSONALIZATION VISUAL ID BUT WILL IT SCALE? “CUSTOMER JOURNEY” & OTHER BUZZWORDS
- 9. BRANDS DON’T GIVE DIRECTIONS
- 10. Instead, they need to fit into the Customer Journey: BRANDS DON’T GIVE DIRECTIONS
- 11. Instead, they need to fit into the Customer Journey: » Right Audience BRANDS DON’T GIVE DIRECTIONS
- 12. Instead, they need to fit into the Customer Journey: » Right Audience » Right Message BRANDS DON’T GIVE DIRECTIONS
- 13. Instead, they need to fit into the Customer Journey: » Right Audience » Right Message » Right Place BRANDS DON’T GIVE DIRECTIONS
- 14. Instead, they need to fit into the Customer Journey: » Right Audience » Right Message » Right Place » Right Time BRANDS DON’T GIVE DIRECTIONS
- 15. Brand Channels - Audience - Content (P/O) - Competitors Social Listening - Influencers - Convo Trends - Share of Voice Social Commerce - Referral Traffic - Conversions - Revenue THREE TYPES OF SOCIAL MEDIA MEASUREMENT
- 16. Brand Channels - Audience - Content (P/O) - Competitors Social Listening - Influencers - Convo Trends - Share of Voice Social Commerce - Referral Traffic - Conversions - Revenue THREE TYPES OF SOCIAL MEDIA MEASUREMENT
- 17. Brand Channels - Audience - Content (P/O) - Competitors Social Listening - Influencers - Convo Trends - Share of Voice Social Commerce - Referral Traffic - Conversions - Revenue THREE TYPES OF SOCIAL MEDIA MEASUREMENT
- 18. Brand Channels - Audience - Content (P/O) - Competitors Social Listening - Influencers - Convo Trends - Share of Voice Social Commerce - Referral Traffic - Conversions - Revenue Social Marketing & Customer Data THREE TYPES OF SOCIAL MEDIA MEASUREMENT
- 19. Awareness Consideration Conversion LoyaltyLoyalty Reach, Conversation Trends, SOV PUTTING THE PIECES TOGETHER IN CONTEXT
- 20. Awareness Consideration Conversion LoyaltyLoyalty Reach, Conversation Trends, SOV Engagement, Property Mentions, Social Referral Traffic PUTTING THE PIECES TOGETHER IN CONTEXT
- 21. Awareness Consideration Conversion LoyaltyLoyalty Reach, Conversation Trends, SOV Engagement, Property Mentions, Social Referral Traffic Social Bookings, Pre-Arrival Planning, Campaign Revenue PUTTING THE PIECES TOGETHER IN CONTEXT
- 22. Awareness Consideration Conversion LoyaltyLoyalty Reach, Conversation Trends, SOV Engagement, Property Mentions, Social Referral Traffic Social Bookings, Pre-Arrival Planning, Campaign Revenue SPG Bookings, In-Stay Conversations, Brand Advocacy, Social Customer Care PUTTING THE PIECES TOGETHER IN CONTEXT
- 23. Measurement Approach: Reach, Conversation Trends, SOV Measurement Tools: NetBase, Synthesio, Crimson Hexagon, Brandwatch, iTrend (IBM Watson) Awareness Consideration Conversion LoyaltyLoyalty 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Aloft Hotels Le Meridien Sheraton St. Regis W Hotels Avg. Post Reach Facebook Instagram Twitter BRAND REACH ACROSS SOCIAL NETWORKS AWARENESS: DO CUSTOMERS KNOW YOUR BRAND
- 24. PROPERTY MENTIONS & INSTAGRAM ENGAGEMENT Measurement Approach: Engagement, Property Mentions, Social Referral Traffic Measurement Tools: Sprinklr, Synthesio, Brandwatch, Crimson Hexagon, Simply Measured Awareness Consideration Conversion LoyaltyLoyalty CONSIDERATION: ENGAGE WITH YOUR OFFERS
- 25. $5,000 $6,000 $1,000 W Barcelona Social Revenue FB IG TW Measurement Approach: Social Bookings, Pre-Arrival Planning, Campaign Revenue Measurement Tools: Adobe Omniture, Google Analytics, Facebook Atlas, Abakus Awareness Consideration Conversion LoyaltyLoyalty BOOKING & REVENUE ATTRIBUTED TO SOCIAL REFERRAL CONVERSION: ACT ON THE VALUE PROP
- 26. Measurement Approach: Social Bookings, Pre-Arrival Planning, Campaign Revenue Measurement Tools: Adobe Omniture, Google Analytics, Facebook Atlas, Abakus Awareness Consideration Conversion LoyaltyLoyalty PROPERTY CHECK-IN ON FACEBOOK CONVERSION: SHARE THEIR EXPERIENCE
- 27. Social Bookings by SPG Tier Non-Member Preferred Gold Platinum Measurement Approach: SPG Bookings, In-Stay Conversations, Brand Advocacy, Social Customer Care Measurement Tools: Salesforce, InfoTrellis, Traackr, Hyp3r, Ground Signal, Sprinklr Awareness Consideration Conversion LoyaltyLoyalty SPG SOCIAL BOOKINGS & ADVOCACY MENTION LOYALTY: ADVOCATE FOR THE BRAND TO OTHERS
- 28. 2 5 5 , 3 8 0 16,247 1,301 752 SOCIAL CUSTOMER JOURNEY DASHBOARD
- 29. 29 MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017 It’s Not a Matter of ‘If,’ It’s a Matter of ‘When’ T A K E A W A Y Social Media Influences Every Part of the Consumer Decision Journey