SKIMspiration: Google on "Influencing online touchpoints in the customer journey"

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Today’s consumers live online with their mobile devices. While online, they all experience countless moments that matter to them. These online moments create “signals” of what a person wants or needs. The challenge for brands is to re-think how to take advantage of these audience signals.

Business

Influencing Online Touchpoints
in the Customer Journey
Devina Mahajan - Google Online Video Specialist

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential

Proprietary + Confidential
per day
At bus stop, listen
to new music playlist
8:30am
Buy new bag to
take to Adele
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book Adele
tickets
11:36am
Wake up and
read news online
6:50am On the bus, read articles
about Adele
8:42am
150x

Proprietary + Confidential
Check the SKIM event
app

Proprietary + Confidential
Four types of Video Micro Moments
I-want-to-know
moments
I-want-to-do
moments
I-want-to-buy
moments
I-want-to-watch
what-I’m-into
moments
… feeding passions
or interests
… learning, exploring
or researching
… seeking instruction … deciding what or
how to buy

Unilever used search insights to understand the
latest haircare trends and styles.
I-WANT-THAT-LOOK
MOMENTS

Proprietary + Confidential
I-WANT-TO-KNOW
DREAM
I-WANT-TO-GO
PLAN
I-WANT-TO-BOOK
BOOK
I-WANT-TO-DO
EXPERIENCE

Proprietary + Confidential
KLM YouTube videos
KLM & Heineken
‘Orange Experience’ (2015)
1.5 Million views
KLM
‘Lost & Found Service’
(2014)
22+ Million views
KLM
‘Cockpit Tales playlist’
185K views

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SKIMspiration: Google on "Influencing online touchpoints in the customer journey"

1. Influencing Online Touchpoints in the Customer Journey Devina Mahajan - Google Online Video Specialist

2. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential

3. Proprietary + Confidential per day At bus stop, listen to new music playlist 8:30am Buy new bag to take to Adele 11:15am Browse festival styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to Creole food truck 1:13pm At work, book Adele tickets 11:36am Wake up and read news online 6:50am On the bus, read articles about Adele 8:42am 150x

4. Proprietary + Confidential

5. Proprietary + Confidential Check the SKIM event app

6. Proprietary + Confidential Four types of Video Micro Moments I-want-to-know moments I-want-to-do moments I-want-to-buy moments I-want-to-watch what-I’m-into moments … feeding passions or interests … learning, exploring or researching … seeking instruction … deciding what or how to buy

7. Unilever used search insights to understand the latest haircare trends and styles. I-WANT-THAT-LOOK MOMENTS

8. Unilever Becomes #1 Inspiration Source on Hair Care and Styling Tips for Women Around the World Geof Seeley Global Communications Branding Director Unilever Method 1. Built custom Google trending tool to analyze hair trends and searches 2. Worked closely with video bloggers to create and launch new haircare and hairstyle videos 3. Bought trending terms and matched them to custom, e- commerce-enabled YouTube channels All Things Hair wants to be the #1 inspiration source for women. Billions of times a year, women are looking to YouTube and to Google for hair solutions, or influences outside of brands to give them the answers. 50M views over five countries #1hair brand channel on YouTube within 10 weeks of launch “ ”

9. Proprietary + Confidential I-WANT-TO-KNOW DREAM I-WANT-TO-GO PLAN I-WANT-TO-BOOK BOOK I-WANT-TO-DO EXPERIENCE

10. Proprietary + Confidential KLM YouTube videos KLM & Heineken ‘Orange Experience’ (2015) 1.5 Million views KLM ‘Lost & Found Service’ (2014) 22+ Million views KLM ‘Cockpit Tales playlist’ 185K views

11. Proprietary + Confidential

12. Proprietary + Confidential

13. g.co/micromoments ARE YOU THERE?

14. THANK YOU

SKIMspiration: Google on "Influencing online touchpoints in the customer journey"

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