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Orange Online Meet Up I Level Presentation.Pdf
The document discusses understanding the increasingly complex consumer journey and how consumers view brands in social networks. It analyzes how purchase journeys are more complex today due to various online influences. It also details research on how social network users understand, engage with, and accept or reject brands on these platforms. The research found that users expect honesty from brands and value exclusive rewards and attractive profiles. The document concludes with a case study of how Samsung partnered with Bebo to increase its brand preference among 16-25 year olds through an ongoing relationship on the social network.
Orange Online Meet Up I Level Presentation.Pdf
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- 4. Purchase journeys are more complex Pre-internet Discussion with partner Shop 1 Discussion withpartner Shop 2 Decision Shop 2 Purchase
- 5. Discussion with partner Google Shop 1 BudgetPlasma Screens ‘r’ us.com Kelkoo Banner ads Ebay Official Brand site Discussion with partner Decision Shop 2 Purchase Post question on Yahoo answers Extended network through online communities (messenger / email / facebook) Customer feedback Official editorial vs. User ratings Associated forums Blogs Consumer reviews Post-internet
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- 7. Understanding the stages of a journey can improve effectiveness SaleSale ▪ Paid Search▪ Affiliate ▪ Display ▪ SEO Last Event Last Event +1 Last Event +2 Last Event +3 Last Event +4
- 8. 1. A new way of understanding Paid Search Sales increased by 122% Search Sale Last Click Last Click+1 Last Click +2 Last Click +3 Last Click +4 ▪ Brand Term ▪ Brand Product ▪ Generic (specific) ▪ Generic (broad)
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- 15. You’re in myspace Behonest Behonest 20% of social network users want to know the advertiser will keep its promise – just as a friend would 25%think brands that are dishonest and unclear about what they were doing should not be allowed to advertise in a social network 64%say if they ran a company that had a profile it must be trustworthy and honest
- 16. They’re used togetting things for free. 20% of users make friends with a brand because of the ‘free stuff’ that the brand offers. Freemiums offerdigitalbounty offerdigitalbounty exclusive wallpaper discount codes behind the scenes footage products ticketsservices ‘After befriending a brand I expect in return things like discounted products, freebies, information, updates on products, vouchers and tickets to events. To add incentive, these things should be exclusive to their MySpace community. We want to feel special.’ Stuart Jenkins, 20, Portsmouth ‘After befriending a brand I expect in return things like discounted products, freebies, information, updates on products, vouchers and tickets to events. To add incentive, these things should be exclusive to their MySpace community. We want to feel special.’ Stuart Jenkins, 20, Portsmouth
- 17. 15% of socialnetwork users say that a brand must have an exciting and attractive profile before they consider making them a friend ‘If a profile is designed badly and looks very basic, I would question whether the brand was really behind it’ Marguerite Pain, 32, Cambridge ‘If a profile is designed badly and looks very basic, I would question whether the brand was really behind it’ Marguerite Pain, 32, Cambridge look good look good Eye Candy 810,000 users think that businesses with badly designed profile shouldn’t be allowed on the network
- 18. IM others aboutthe advertiser (34%) Text their friends about it (24%) Post comments about it on other websites (28%) Forward the advertiser to a friend (19%) Talk about the advertiser on a forum (18%) Write or upload content about the advertiser on their own blog or website (18%) Huge opportunity if you get it right
- 19. Increase brand preference amongst16-25 year olds by creating a partnership between Samsung & Music Creating a long term relationship with the audience. Adding value to their community
- 20. Creating a relationship with Bebo beyond advertising Music with The Music Homepage onBebo will be exclusively Samsung Branded Samsung’s Home on Bebo. Backstage access, competitions, polls, blogs and videos Beat: A daily music show co- produced by Samsung, Endemol and Bebo Samsung Bebo Nights: A monthly live gig for Beboers held at Gibsons studios
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- 23. What it hasachieved so far.. Exposure 10,200,000 unique users (that’s nearly everyone on Bebo) 6,250,000 Views of the Beat Music show (Daily Music Video show created by Endemol) 745,000 Samsung profile views (the highest number of advertiser views on bebo – ever!)