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Five ways to drive Social Value 
across the customer journey September 2014
Why does Social matter? 
• 55% higher ad recall 
• 27% higher purchasing
What roles can Social play at different stages of the customer journey? 
Awareness Consideration Purchase Loyalty Advocacy...
Ambassador reach
What’s the problem with Fans? 
• Did they join for the wrong reason? 
• Are they inactive or have they never 
been active?...
Who are your ambassadors? 
• Ambassador = Do anything that 
advocates for you – Comments, Likes, 
Shares 
• 22% of Fans ar...
How much difference does this make? 
• 2 – 5 times as many interactions as if 
Fans alone are targeted 
Fans Ambassadors
Social filtering
How to do this 
• Use Social data to provide improved 
experiences: 
• Interests 
• Behaviours
Tripadvisor 
• Mass Social proof through reviews, 
ratings & guides
Tripadvisor 
• Personalised Social proof through 
seeing which friends have been.
Tripadvisor 
• Personalised + Localised advice on 
which attractions to visit.
Social selling
WeChat 
• 5,000,000 users of WeChat’s service in 
first 2 days of 2014 Chinese New Year 
• 20,000,000 envelopes sent
And here… 
• Twitter lead gen cards 
• Twitter buy button 
• Facebook buy button 
• Save for later 
• Mobile app – Social ...
Social care
Proactive, not reactive 
• Not just customer services
Spotting opportunities…
And not doing this…
“Great 
minds 
borrow, 
genius 
steals”
Social data theft
The most useful + in London 
3,460,000 733,000
The most useful + in London
The most useful + in London
The most useful + in London
The most useful + in London
The most useful + in London
What roles can Social play at different stages of the customer journey? 
Awareness Consideration Purchase Loyalty Advocacy...
Questions?
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5 neglected ways to drive value across the customer journey

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Social is too often seen as ‘what do we put on our Facebook page?’ But the oldest marketing finding in the book is that word of mouth, from our friends, family and peers, is incredibly important in influencing which brands we notice, buy, are loyal to and recommend. So there is a huge, but often neglected, opportunity to use Social strategically, across customer journeys.

So what can you do to use Social strategically, and what are the neglected tactics for getting returns from Social?

OgilvyOne have been scouring the world for the most practical ways to drive sales, loyalty, advocacy and collaboration, whether you are a car brand, charity or soap powder. From the cars sold through Facebook to the logistics company that accidentally shows its customers what a bad job it is doing, Rob Blackie will show you five neglected ways to keep your CMO happy, and some common pitfalls.

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5 neglected ways to drive value across the customer journey

  1. 1. Five ways to drive Social Value across the customer journey September 2014
  2. 2. Why does Social matter? • 55% higher ad recall • 27% higher purchasing
  3. 3. What roles can Social play at different stages of the customer journey? Awareness Consideration Purchase Loyalty Advocacy Ambassador reach Social care Social filtering Social Selling The Jimi Hendrix
  4. 4. Ambassador reach
  5. 5. What’s the problem with Fans? • Did they join for the wrong reason? • Are they inactive or have they never been active? • Binary (Fans vs Non Fans) • Fake Fans. • Facebook Zero.
  6. 6. Who are your ambassadors? • Ambassador = Do anything that advocates for you – Comments, Likes, Shares • 22% of Fans are Ambassadors • 55% of Ambassadors are Fans
  7. 7. How much difference does this make? • 2 – 5 times as many interactions as if Fans alone are targeted Fans Ambassadors
  8. 8. Social filtering
  9. 9. How to do this • Use Social data to provide improved experiences: • Interests • Behaviours
  10. 10. Tripadvisor • Mass Social proof through reviews, ratings & guides
  11. 11. Tripadvisor • Personalised Social proof through seeing which friends have been.
  12. 12. Tripadvisor • Personalised + Localised advice on which attractions to visit.
  13. 13. Social selling
  14. 14. WeChat • 5,000,000 users of WeChat’s service in first 2 days of 2014 Chinese New Year • 20,000,000 envelopes sent
  15. 15. And here… • Twitter lead gen cards • Twitter buy button • Facebook buy button • Save for later • Mobile app – Social app integration • Amazon apps • eBay apps • Grocery apps • Apple Pay
  16. 16. Social care
  17. 17. Proactive, not reactive • Not just customer services
  18. 18. Spotting opportunities…
  19. 19. And not doing this…
  20. 20. “Great minds borrow, genius steals”
  21. 21. Social data theft
  22. 22. The most useful + in London 3,460,000 733,000
  23. 23. The most useful + in London
  24. 24. The most useful + in London
  25. 25. The most useful + in London
  26. 26. The most useful + in London
  27. 27. The most useful + in London
  28. 28. What roles can Social play at different stages of the customer journey? Awareness Consideration Purchase Loyalty Advocacy Ambassador reach Social care Social filtering Social Selling The Jimi Hendrix
  29. 29. Questions?
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Social is too often seen as ‘what do we put on our Facebook page?’ But the oldest marketing finding in the book is that word of mouth, from our friends, family and peers, is incredibly important in influencing which brands we notice, buy, are loyal to and recommend. So there is a huge, but often neglected, opportunity to use Social strategically, across customer journeys. So what can you do to use Social strategically, and what are the neglected tactics for getting returns from Social? OgilvyOne have been scouring the world for the most practical ways to drive sales, loyalty, advocacy and collaboration, whether you are a car brand, charity or soap powder. From the cars sold through Facebook to the logistics company that accidentally shows its customers what a bad job it is doing, Rob Blackie will show you five neglected ways to keep your CMO happy, and some common pitfalls.

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