The document discusses the impact of e-commerce, search, and social media on aftermarket purchasing decisions. Key findings indicate that consumers research extensively online, and product reviews play a crucial role in their decision-making process. Additionally, effective integration of search and social strategies is essential for driving consumer engagement and conversions.

1. IMPACT OF E-COMMERCE, SEARCH + SOCIAL IN
AFTERMARKET PURCHASING
PRESENTED BY STEVE PARKER, JR.
JUNE 7, 2012

2. 2
AGENDA
• Impact of E-Commerce
• Impact of Search
• Impact of Social
• Impact of Social + Search

3. 3
IMPACT OF
E-COMMERCE

4. 4
CONSUMERS ARE SHOPPING AROUND
46% of visitors to a leading auto retailer website visit to check
OFFERS + REBATES.
46% visit to research product for PURCHASE.
31% visit to receive a QUOTE or PRICING.
“I WOULD CHECK DISCOUNT TIRE DIRECT FIRST, THEY HAVE FREE SHIPPING, TIRE RACK
DOESN’T. I HAVE CHECKED BOTH (just bought a set for my m/c yesterday) and with the
free shipping factored in discount beats tire rack every time, not to mention discount
carries Nitto and tire rack doesn't.
Source: ls1.com/forums
Source: ls1.com/forums & Proprietary Levelwing Automotive Aftermarket Study, 2012

5. 5
CONSUMERS LOOK TO OTHERS
70% of Americans say they look at product reviews before
making a purchase.
Integrating your ratings + reviews is
CRUCIAL.
Source: Winning the Zero Moment of Truth,” Google, Inc., 2011

6. 6
ZERO MOMENT OF TRUTH (ZMOT)
The moment when consumers make choices that affect
(ZMOT) the success + failure of a brand.
Online comparison shopping is the 3 RD
MOST POPULAR resource during ZMOT.
Source: Winning the Zero Moment of Truth,” Google, Inc., 2011

7. 7
IMPACT OF SEARCH

8. 8
SEARCH ENGINES ARE DECISION MAKERS
AWARENESS
82% who have viewed a company’s website convert into an in-
store customer within the first 7 days.
INTEREST
Search is the only form of advertising that CONSIDERATION
FULFILLS DEMAND rather than attempt to
PURCHASE
create it.
Source: Proprietary Levelwing Automotive Aftermarket Study, 2012

9. 9
SEARCH IS USED FROM THE START
2/3 of search traffic to tire/auto-service sites comes from a non-
branded search.
Having a well-constructed paid search strategy,
consisting of both branded and non-branded
terms is a NECESSITY.
Source: Google, 2012

10. 10
IMPACT OF SOCIAL

11. 11
HOW SUCCESS IS MEASURED
Four Quadrants of Success
1 Community
Growth
2 Engagement
3 KPIs 4 Return on
Investment

12. 12
ANALYTICS + TRACKING RETURN ON INVESTMENT
QUOTE
SEARCH, SOCIAL,
OTHER
APPT.
CUSTOM
WEBSITE DATABASE PURCHASE OCCURS
POS DATA CAPTURED
BATTERY
QUOTE
ALL WEBSITES
SITE VISIT
(No Traceable Data
Provided)

13. 13
EXTRACTING VALUE FROM SOCIAL

14. 14
SOCIAL LEADS TO 1:1 ENGAGEMENT
Engage in ONE-ON-ONE COVERSATIONS.
1,000+ Unique negative situations resolved via social
platforms this year, with approximately 200
shares that the issue was resolved
CONFLICT RESOLUTION is not limited to B2C.
AutoTrader has created a private social network to communicate
with its thousands of dealers in order to gain FEEDBACK and
INSIGHTS
Source: Propriety Levelwing Data, 2012

15. 15
IMPACT OF SOCIAL +
SEARCH

16. 16
CREATING INTEREST (AND THEN DEMAND)
AWARENESS
INTEREST
Social can be used to create interest CONSIDERATION
+ awareness, leading to DEMAND.
PURCHASE

17. 17
HOLISTIC MESSAGE TESTING
Messaging + Content Rotation are KEY.
Conversational + Messaging Insights
Messaging Insights
Demand
ROI Insights

18. 18
MESSAGE SEQUENCING
TOUCH 1 TOUCH 2 TOUCH 3 TOUCH 4
SOCIAL DISPLAY PAID SEARCH PAID SEARCH
IN-STORE PURCHASE
SOCIAL: DISPLAY: PAID SEARCH: PAID SEARCH:
TWITTER BEHAVIORAL TAIL, GENERAL TAIL, GENERAL
WHO
SKU
SOC.TW DIS.BEH SEM.TL.GN SEM.TL.GN
PURCHASE
= SEQUENCE ID: 141
56 CONVERSIONS
AVG. ROI $7.42

19. 19
SUMMARY
• Many factors inform customers purchase decisions - use to your advantage
• Silos do not work, have a plan and a strategy - (don’t just do things)
• Cohesion is key - insights should universally apply to your business goals

20. 20
THANK YOU
READ OUR BLOG
STEVE PARKER, JR
+1.843.631.4587 askingsmarterquestions.com
sparker@levelwing.com
@sparkerjr | levelwing.com