SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY
A presentation created by The Main, a strategy consulting firm for digital marketing based in Hamburg, Germany.
Unraveling the Mystery of The Circleville Letters.pptx
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.
1. THE MAIN
USING SOCIAL MEDIA TO RESPOND
TO CHANGING CONSUMER HABITS.
SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY
A presentation created by The Main, a strategy consulting firm for digital
marketing based in Hamburg, Germany.
28. THE MAIN
BUSINESSES NEED TO FULLY INTEGRATE.
SOCIAL
BUSINESS
‣ Community Management
‣ Customer Service
‣ Communications
‣ Crowdsourcing
‣ Marketing
‣ Campaigns
‣ Advocacy
‣ Crisis
SOCIAL BRAND
‣ Culture
‣ Competences
‣ Training
‣ Collaboration
‣ Process & Organization
‣ Research & Development
‣ Policies & Guidelines
‣ Knowledge Sharing
SOCIAL ENTERPRISE
34. THE MAINTHE MAIN 34
THE GOLDEN RULE:
Approach Social Media in a strategic
& structured way.
35. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
THE MODEL:
THE CONSUMER DECISION JOURNEY
‣ Build brand /
leverage brand
image
‣ Drive traffic
‣ Push
emotional
involvement
‣ Leverage
leads
‣ Drive traffic
‣ Increase
turnover
‣ Support
transaction
‣ Improve/ add
services
‣ Added value
‣ Bond users
‣ Improve
insights
‣ Drive recomms &
WoM
‣ Win new
customers
‣ Build brand
‣ Enhance Google
search results
‣ Consult &
educate on
products
‣ Drive traffic
‣ Enhance
Google search
results
‣ Issue manage-
ment / brand
protection
‣ Increase
awareness &
reach
‣ Build/ leverage
brand image
‣ Drive traffic
‣ Optimize
advertising
revenues
‣ Bond users
‣ Activate re-
purchase
‣ Issue
management /
brand
protection
‣ Support CRM
Source: Based on Anthony Young: Brand Media Strategy
ADVOCACY LOOP
LOYALTY LOOP
36. THE MAIN
BUILDING AWARENESS
THE SOCIAL MEDIA TOOLKIT
‣ ATL marketing with social elements
‣ 2nd screen campaigns
‣ Video advertising
‣ Live-casting: streams, social TV
‣ Sponsored content/ advertorials
‣ Content satellites/ content seeding
‣ Key influencer/ Testimonials cooperations
‣ Social networking/ community awareness
campaigns
‣ Increase
awareness &
reach
‣ Build/
leverage
brand image
‣ Drive traffic
‣ Optimize
advertising
revenues
SOCIAL MEDIA TOOLKIT
‣ Social display advertising / (re-)targeting
TOOL-CATEGORIES
AWARENESS
‣ …
37. THE MAIN
BUILDING AWARENESS
CASE: VW- THE ORIGINAL CLICK
CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING
TOOL: YOUTUBE INSTREAM DISPLAY AD
‣ Increase
awareness &
reach
‣ Build/
leverage
brand image
‣ Drive traffic
‣ Optimize
advertising
revenues
AWARENESS
38. THE MAIN
BUILDING AWARENESS
CASE: FINANCIAL TIMES - 125 YEARS
CATEGORY: SOCIAL DISPLAY ADVERTISING / (RE-)TARGETING
TOOL: GEO- & RE-TARGETED SPONSORED TWEETS
‣ Increase
awareness &
reach
‣ Build/
leverage
brand image
‣ Drive traffic
‣ Optimize
advertising
revenues
AWARENESS
39. THE MAIN
RAISING INVOLVEMENT
THE SOCIAL MEDIA TOOLKIT
INVOLVEMENT
‣ Build brand /
leverage
brand image
‣ Drive traffic
‣ Push
emotional
involvement
SOCIAL MEDIA TOOLKIT
TOOL-CATEGORIES
‣ ATL marketing with social elements
‣ 2nd screen campaigns
‣ Video advertising
‣ Live-Casting streams, Social TV
‣ Sponsored content/ advertorials
‣ Content satellites / content seeding
‣ Incentives: contests, raffles, co-creation
‣ Social events & conferences
‣ Social targeting/retargeting
‣ Blogging, micro-blogging, interactive magazine
‣ Key influencer/ testimonial cooperations
‣ Apps & games (digital & mobile)
‣ Sharable content formats
‣ …
41. THE MAIN
INFLUENCING CONSIDERATION
THE SOCIAL MEDIA TOOLKIT
‣ Consult &
educate on
products
‣ Drive traffic
‣ Enhance
Google search
results
‣ Issue
manage-ment
/ brand
protection
TOOL-CATEGORIES
‣ Sharable content formats
‣ Content satellites/ content seeding
‣ Social sampling/ couponing ‣ POS campaigns
‣ Special offers & incentives
‣ Apps & games (incl. mobile)
‣ Live-Casting: streams, social TV‣ Blogging, micro-blogging, interactive magazine
‣ Reviews, product tests
‣ Social wikis & Social Q&As
‣ Key influencer cooperations
‣ Curated shopping
CONSIDERATION SOCIAL MEDIA TOOLKIT
42. THE MAIN
INFLUENCING CONSIDERATION
CASE: NORDSTROM PINTEREST INTEGRATION
CATEGORY: POS-CAMPAIGNS
TOOL: IN-STORE INTEGRATION OF PINTEREST PINS
‣ Consult &
educate on
products
‣ Drive traffic
‣ Enhance
Google search
results
‣ Issue
manage-ment
/ brand
protection
CONSIDERATION
43. THE MAIN
DRIVING PURCHASE
THE SOCIAL MEDIA TOOLKIT
‣ Leverage
leads
‣ Drive traffic
‣ Increase
turnover
‣ Support
transaction
TOOL-CATEGORIES
‣ Social commerce
‣ Social couponing ‣ Product customization
‣ Real-time 1:1 dialog & services
‣ Key influencer cooperations
‣ In-app/ in-video shopping
‣ POS campaigns ‣ Apps & games (incl. mobile)
PURCHASE SOCIAL MEDIA TOOLKIT
44. THE MAIN
DRIVING PURCHASE
CASE: AMEX SYNC WITH TWITTER
CATEGORY: SOCIAL COMMERCE
TOOL: SOCIAL COUPONING, PAY-WITH-A-TWEET
‣ Leverage
leads
‣ Drive traffic
‣ Increase
turnover
‣ Support
transaction
PURCHASE
45. THE MAIN
IMPROVING CONSUMPTION
THE SOCIAL MEDIA TOOLKIT
‣ Improve/ add
services
‣ Added value
‣ Bond users
‣ Improve
insights
TOOL-CATEGORIES
‣ Sharable content formats
‣ Real-time 1:1 dialog & services
‣ Apps & games (mobile & digital)
‣ Reviews, Tutorials, Guides
‣ Blogging, micro blogging
‣ Brand/ product community
‣ Social wikis
‣ Key influencer cooperation
CONSUMPTION SOCIAL MEDIA TOOLKIT
‣ Social Q&As
‣ Social CRM
46. THE MAIN
IMPROVING CONSUMPTION
CASE: KLM DREAM CATCHER
CATEGORY: SOCIAL CRM, APPS & GAMES (MOBILE & DIGITAL)
TOOL: SOCIAL DATA-AGGREGATION APP
‣ Improve/ add
services
‣ Added value
‣ Bond users
‣ Improve
insights
CONSUMPTION
47. THE MAIN
BUILDING LOYALTY
THE SOCIAL MEDIA TOOLKIT
‣ Improve CRM
‣ Bond users
‣ Activate re-
purchase
‣ Issue
management /
brand
protection
TOOL-CATEGORIES
‣ Sharable content formats
‣ Content satellites/ seeding
‣ Brand/ product community
‣ (Re-)targeting of customers to active repurchase
‣ Social events & conferences
‣ Key influencer cooperations
‣ Blogging, micro-blogging, interactive magazine‣ Real-time 1:1 dialog & services
‣ Apps & games (mobile & digital)
‣ User incentives & special offers
LOYALTY SOCIAL MEDIA TOOLKIT
‣ …‣ Social CRM
48. THE MAIN
BUILDING LOYALTY
CASE: MALMO TOOLPOOL
CATEGORY: SOCIAL CRM, APPS & GAMES, REALTIME DIALOG & SERVICES
TOOL: FACEBOOK APP, MOBILE APP, ADDED VALUE (LENDING SERVICE)
‣ Bond users
‣ Activate re-
purchase
‣ Issue
management /
brand
protection
‣ Support CRM
LOYALTY
49. THE MAIN
‣ Drive
recomms &
WoM
‣ Win new
customers
‣ Build brand
‣ Enhance
Google search
results
TOOL-CATEGORIES
‣ Sharable content formats
‣ Key influencer cooperations
‣ Blogging, micro-blogging, interactive magazine
‣ Brand/ product communities
‣ Social events & conferences
‣ 2nd screen campaigns
‣ Social network/ recommendation campaign‣ Apps & games (incl. mobile)
‣ User incentives & special offers
‣ Live-casting: stream, social TV
FOSTERING ADVOCACY
THE SOCIAL MEDIA TOOLKIT
ADVOCACY SOCIAL MEDIA TOOLKIT
50. THE MAIN
FOSTERING ADVOCACY
CASE: STARBUCKS – TWEET A COFFEE
CATEGORY: SHARABLE CONTENT FORMATS/ SOCIAL RECOMMENDATION
CAMPAIGN
TOOL: TWITTER E-GIFT, TWITTER COUPONING
‣ Drive
recomms &
WoM
‣ Win new
customers
‣ Build brand
‣ Enhance
Google search
results
ADVOCACY
51. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WE HAVE A WIDE SCOPE OF POSSIBILITIES AT
OUR HANDS.
‣ Social (re-
)targeting
‣ Sponsored
content
‣ Key
influencer
cooperations
…
‣ Social
Commerce
‣ In-video
shopping
‣ PoS
Campaigns
‣ Apps
…
‣ Sharable
content
‣ Key influencer
cooperations
‣ Brand/product
communities
‣ Social network
campaigns
…
‣ Reviews
‣ Social wikis
Social Q&A
Social
sampling &
couponing
‣ Special
offers
…
‣ Social
Service
‣ Social Q&A
‣ Product /
Brand
communities
‣ Real-time 1:1
dialog
…
‣ Incentives &
Special
offers
‣ Social
Service
‣ Social (re-)
targeting
‣ Content
satellites
…
‣ 2nd screen
campaign
‣ Key
influencer
cooperation
‣ Co-creation
campaigns
…
52. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WE HAVE A WIDE SCOPE OF POSSIBILITIES AT
OUR HANDS.
What do we do with these possibilities?
And how do we move from experimentation?
54. THE MAIN
THE SOCIAL BUSINESS
BENCHMARK: DELL
SALES
CHANNEL
SERVICE
CHANNEL
S
SUPPORT
COMMUNITIES
MARKETING
CHANNELS
BLOGS
CORPORATE
CHANNELS
EMPLOYEE
CHANNELS
BLOGS
SUPPORT
COMMUNITIES
WEBSITE
DELL
WEBSITE
INTEGRATION
SUPPORT
COMMUNITIES
OWNERS CLUB
BLOGS
INNOVATION
CHANNEL
IDEASTORM
‣ Consumer/ fan/ follower data: Age, location, industry, preferences, profiles, etc.
‣ Consumer insights: Product usage, improvement, preferences, feedback, satisfaction,
complaints, etc.
‣ Consumer ideas: Product desires, ideas, co-creation, collaboration, etc.
‣ Corporate: Data on human relations, company stakeholder, stockholder, media, etc.
DATA
“SOCIAL MEDIA LISTENING COMMAND CENTER”
(Consolidation with CRM, eCRM & analytics data)
SOCIAL ENTERPRISE
SALES CUSTOMER SERVICE MARKETING R&D HRMANAGEMENT
Analytics/ Big Data
Operative
Measures
Communicative
& Collaborative
Consumer
Relationships
55. THE MAIN
BUSINESSES NEED TO FULLY INTEGRATE.
SOCIAL
BUSINESS
‣ Community Management
‣ Customer Service
‣ Communications
‣ Crowdsourcing
‣ Marketing
‣ Campaigns
‣ Advocacy
‣ Crisis
SOCIAL BRAND
‣ Culture
‣ Competences
‣ Training
‣ Collaboration
‣ Process & Organization
‣ Research & Development
‣ Policies & Guidelines
‣ Knowledge Sharing
SOCIAL ENTERPRISE
56. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
WHAT ARE YOUR OBJECTIVES?
‣ Build brand /
leverage
brand image
‣ Drive traffic
‣ Push
emotional
involvement
‣ Leverage
leads
‣ Drive traffic
‣ Increase
turnover
‣ Support
transaction
‣ Improve/ add
services
‣ Added value
‣ Bond users
‣ Improve
insights
‣ Drive recomms &
WoM
‣ Win new
customers
‣ Build brand
‣ Enhance Google
search results
‣ Consult &
educate on
products
‣ Drive traffic
‣ Enhance
Google
search results
‣ Issue
manage-ment
/ brand
protection
‣ Increase
awareness &
reach
‣ Build/
leverage
brand image
‣ Drive traffic
‣ Optimize
advertising
revenues
‣ Bond users
‣ Activate re-
purchase
‣ Issue
management /
brand
protection
‣ Support CRM
57. THE MAIN
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE CONSUMPTION LOYALTY ADVOCACY
YOUR OBJECTIVES/ PERFORMANCE/
POTENTIALS
CLIENT SPECIFIC ANALYSIS
58. THE MAIN
THE STRATEGIC PROCESS.
MAINTENANCE
‣ Business
Objectives
‣ Marketing
Objectives
‣ KPIs
‣ Budget
‣ Marketing Mix
‣ Performance in
Consumer Journey
‣ Content
‣ Buzz & Web
Analytics
STRATEGY
‣ Content Strategy
‣ Channel Planning
‣ Scorecards
PRODUCTION
‣ Creative Process
‣ Content
Production
‣ Media Buying
OBJECTIVES
PERFORMANCE
CHECK
ANALYSIS
‣ Brand/ Product
‣ Market/ Competitors
‣ Target Group
‣ Consumer Journey
‣ Tracking
‣ Monitoring
‣ Community
Management
http://www.zastavki.com/pictures/1920x1200/2009/Ships_Speedboat_016360_.jpg
By Shelly Palmer, Fox 5 NY On-air Tech Expert; Managing Director, Advanced Media Ventures Group