1
Social Media Club
Customer Decision Journeys and Social CRM

Steve Dimakis 20 November 2013
About GSL Promotus
GSL Promotus
•

New Zealand’s newest advertising agency

•

The merger of two of the longest standing a...
About Me
A brief history
•

Worked in ad industry since 1999

•

Agency, media supplier and client side

•

Started learni...
About Me
What good social media strategy is to me…

Using a network of channels aligned to customer decision journeys
that...
What We Will Cover Today

The New Customer Decision Journey
Aligning Marketing Efforts & Touch Points
Social CRM

McKinsey...
The New Customer Decision Journey
Customer Decision Journey
Purchase Funnel

8
Change
The way in which consumers are researching & buying is changing
•

New technology

•

Consumer empowerment

From re...
Customer Decision Journey
Purchase Funnel

Our current environment

1. Not a linear process
2. Not wide to narrow

10
The New Customer Decision Journey

11
Aligning Marketing Efforts & Touch Points
Aligning Marketing Efforts & Touch Points

Understanding the importance of both brand driven and consumer driven
touch poi...
Aligning Marketing Efforts & Touch Points
Aligning marketing efforts to how consumers are researching and buying
• Discove...
The New Customer Decision Journey
It starts with ongoing exposure

15
The New Customer Decision Journey
Then there is a trigger

16
The New Customer Decision Journey

McKinsey & Company

17
Initial Consideration Set

18
The New Customer Decision Journey

McKinsey & Company

19
Aligning Marketing Efforts
Social media has a
significant part to
play in active
research to ensure
your content is
discov...
Consideration Set From Active Research

21
The New Customer Decision Journey

McKinsey & Company

22
Aligning Marketing Efforts

Discoverable

Searchable

Shareable

Searchable
social content
is extremely
important
here and...
Selection Made

24
The New Customer Decision Journey

McKinsey & Company

25
Aligning Marketing Efforts

Social media
has a very
obvious part to
play in
facilitaitng
Sharing about
the experience
post...
Active or Passive Loyalty

27
The New Customer Decision Journey
1. Consideration
Narrow list of brands
2. Active Evaluation
Increase the number of brand...
Social CRM
Social CRM
'Practicality Plateau' of social media
Social media is present throughout the customer decision
journey.
Using ...
Social CRM
There are over 115,000 unique pieces of data you can find out
about your consumers
These are things like:
Check...
Social CRM
Some Facebook tools:
Use Facebook Connect for logging into your site so you can collect
data
Display trending a...
Key Takeaways
Key Takeaways
Align your marketing efforts to your consumers’ decision journey
Use a mixture of brand driven and consumer ...
35
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SMCWgtn with Steve Dimakis (GSL Promotus) - Wednesday 20 November 2013

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We're proud to announce our newest sponsors, GSL Promotus. They are New Zealand's largest independent agency - a recently merged agency from two successful advertising agencies: GSL Network and Promotus. The GSL Promotus team are proud supporters of SMCWgtn, and are excited about the future of Social Media Club Wellington and our relationship with them!
To welcome our new sponsor, we have invited Steve Dimakis from GSL Promotus to speak at our November event.

Steve has worked in the Wellington advertising industry since 1999. He is a digital media expert with a real passion for the art of Social Media. His strength lies in fashioning powerful customer centric integrated and digital solutions. He strives to help clients properly engage; to add value, to solve problems, and to entertain!

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  • Online Video1.66 million New Zealanders watch television/video content on the internet in a typical average week YOY July Nielson 2013Online Video is a major growth channel, with more than 3 in 4 users in New Zealand watching video online. This is sure to increase as data packages become more competitive
  • Online Video1.66 million New Zealanders watch television/video content on the internet in a typical average week YOY July Nielson 2013Online Video is a major growth channel, with more than 3 in 4 users in New Zealand watching video online. This is sure to increase as data packages become more competitive
  • Online Video1.66 million New Zealanders watch television/video content on the internet in a typical average week YOY July Nielson 2013Online Video is a major growth channel, with more than 3 in 4 users in New Zealand watching video online. This is sure to increase as data packages become more competitive
  • SMCWgtn with Steve Dimakis (GSL Promotus) - Wednesday 20 November 2013

    1. 1. 1
    2. 2. Social Media Club Customer Decision Journeys and Social CRM Steve Dimakis 20 November 2013
    3. 3. About GSL Promotus GSL Promotus • New Zealand’s newest advertising agency • The merger of two of the longest standing and most successful independent agencies in Wellington. • GSL Promotus has a passion for Social Media and how it can facilitate brands being more customer centric. 3
    4. 4. About Me A brief history • Worked in ad industry since 1999 • Agency, media supplier and client side • Started learning everything I could about Social Media so I could disprove its worth… • …that changed really quickly!!! • Some clients I have worked on: 4
    5. 5. About Me What good social media strategy is to me… Using a network of channels aligned to customer decision journeys that house discoverable, searchable and shareable content that; adds value, solves problems or entertains so as to; inform, interact and transact with a very well targeted audience for the purposes of achieving a business objective. 5
    6. 6. What We Will Cover Today The New Customer Decision Journey Aligning Marketing Efforts & Touch Points Social CRM McKinsey & Company 6
    7. 7. The New Customer Decision Journey
    8. 8. Customer Decision Journey Purchase Funnel 8
    9. 9. Change The way in which consumers are researching & buying is changing • New technology • Consumer empowerment From relying on advertising to reaching out to understand their options • Family & Friends • Blogs • The interweb 9
    10. 10. Customer Decision Journey Purchase Funnel Our current environment 1. Not a linear process 2. Not wide to narrow 10
    11. 11. The New Customer Decision Journey 11
    12. 12. Aligning Marketing Efforts & Touch Points
    13. 13. Aligning Marketing Efforts & Touch Points Understanding the importance of both brand driven and consumer driven touch points Brand Driven Touch Points (Advertising, Content, Information) Consumer Driven Touch Points (Seeking advice from friends & family, reviews) Consumers get their information about you from both sets of touch points 13
    14. 14. Aligning Marketing Efforts & Touch Points Aligning marketing efforts to how consumers are researching and buying • Discoverable, searchable, shareable content The risks of not doing this 1. Wasting money 2. Alienating consumers Areas of consideration for alignment 1. Where marketing priorities are set 2. Messaging – Targeting messages beyond the initial consideration 3. Consumer driven vehicles – Making it easy for consumers to learn how to use products 4. In store – brand choice often made in store. 5. Seamless brand experience across CDJ 14
    15. 15. The New Customer Decision Journey It starts with ongoing exposure 15
    16. 16. The New Customer Decision Journey Then there is a trigger 16
    17. 17. The New Customer Decision Journey McKinsey & Company 17
    18. 18. Initial Consideration Set 18
    19. 19. The New Customer Decision Journey McKinsey & Company 19
    20. 20. Aligning Marketing Efforts Social media has a significant part to play in active research to ensure your content is discovered allowing you to be part of the consideration set Discoverable Searchable Shareable 20
    21. 21. Consideration Set From Active Research 21
    22. 22. The New Customer Decision Journey McKinsey & Company 22
    23. 23. Aligning Marketing Efforts Discoverable Searchable Shareable Searchable social content is extremely important here and social media has an impact on SEO and SEM 23
    24. 24. Selection Made 24
    25. 25. The New Customer Decision Journey McKinsey & Company 25
    26. 26. Aligning Marketing Efforts Social media has a very obvious part to play in facilitaitng Sharing about the experience post-purchase Discoverable Searchable Shareable Fostering loyalty is one of social media’s biggest strengths if it executed properly and the content being shared as part of your brand driven touch points is well thought out 26
    27. 27. Active or Passive Loyalty 27
    28. 28. The New Customer Decision Journey 1. Consideration Narrow list of brands 2. Active Evaluation Increase the number of brands considered Intent on purchasing Actively researching Paying more attention to advertising 3. Closure Deciding which brand to buy 4. Post Purchase Experience & Loyalty Loop Active Passive 28
    29. 29. Social CRM
    30. 30. Social CRM 'Practicality Plateau' of social media Social media is present throughout the customer decision journey. Using Social CRM tactics will provide you with the data you need to further leverage your aligned marketing efforts to actively retain, grow and build your customer base. 30
    31. 31. Social CRM There are over 115,000 unique pieces of data you can find out about your consumers These are things like: Check Ins Likes Demographic Data Products bought Friends Friends Demographic Data Friends' likes Products wanted 31
    32. 32. Social CRM Some Facebook tools: Use Facebook Connect for logging into your site so you can collect data Display trending activity on your site by using the data that comes out of Facebook Connect Foster social recommendation by using ads with social proof - like brand follower, app user etc Use Facebook Exchange to retarget your anonymous browsers Use Facebook Custom Audiences and Lookalikes to campaign to existing customers and acquire new ones that fit your customer mold. 32
    33. 33. Key Takeaways
    34. 34. Key Takeaways Align your marketing efforts to your consumers’ decision journey Use a mixture of brand driven and consumer driven touch points Create content that adds value, solves problems and/or entertains Segment your audience into even more target sub-sets Place your content where it is discoverable, searchable and shareable Align your content and channels so consumers can use them to inform, interact and transact with you Use social media strategies and tactics to achieve business goals 34
    35. 35. 35

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