The presentation from the digital seminar (02:02:12) for the restaurant leisure industry at Soho House Hotel, London. Organised by Aardvark Media. It contains elements on how technology is changing people's behaviour and expectations, and what brands need to consider in order to meet, or even exceed these.

1. The Impact of #SocialMedia
on the Consumer Journey:
@
@KarlHavard
@KarlHavard
Saturday, 4 February 12

2. What is “Social Media”?
It’s people interacting with
each other, online and on
the move
It’s people choosing to get
closer to things that interest
them...
@
•Hobbies
•Sports
•Brands
•Celebrities
•Other people
@KarlHavard
Saturday, 4 February 12

3. @
@KarlHavard
Saturday, 4 February 12

4. “Customers who engage with companies over
social media are more loyal”
“they spend up to 40 percent more with those
companies than other customers.”
@
@KarlHavard
Saturday, 4 February 12

5. “Customers who engage with companies over
social media are more loyal”
“they spend up to 40 percent more with those
companies than other customers.”
@
iPad conversions are 3.82% compared to 1.9% for desktop
@KarlHavard
Saturday, 4 February 12

6. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12

7. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12

8. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12

9. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12

10. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12

11. Technology is changing behaviour
@
@KarlHavard
Saturday, 4 February 12

12. Technology is changing behaviour
@
@KarlHavard
Saturday, 4 February 12

13. The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
@
@KarlHavard
Saturday, 4 February 12

14. The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Accessibility
@ Mobility
Immediacy
“Influence”
Make it Easy
Identity Connectivity
@KarlHavard
Saturday, 4 February 12

15. Traditional Journey: Moments of Truth
@
@KarlHavard
Saturday, 4 February 12

16. Traditional Journey: Moments of Truth
@
@KarlHavard
Saturday, 4 February 12

17. Traditional Journey: Moments of Truth
@
@KarlHavard
Saturday, 4 February 12

18. Traditional Journey: Moments of Truth
@
@KarlHavard
Saturday, 4 February 12

19. Traditional Journey: Moments of Truth
Influence Line
@
@KarlHavard
Saturday, 4 February 12

20. Influences: Putting people into the consumer
journey
@
@KarlHavard
Saturday, 4 February 12

21. Influences: Putting people into the consumer
journey
@
@KarlHavard
Saturday, 4 February 12

22. The Paradox of Choice:
Where, When, What & Who
@
@KarlHavard
Saturday, 4 February 12

23. The Paradox of Choice:
Where, When, What & Who
@
@KarlHavard
Saturday, 4 February 12

24. New Journey: The Zero Moment of truth
@
@KarlHavard
Saturday, 4 February 12

25. New Journey: The Zero Moment of truth
@
@KarlHavard
Saturday, 4 February 12

26. Most Common ZMOT Behaviour
@
@KarlHavard
Saturday, 4 February 12

27. Different Perspectives
Brand View Consumer View
Awareness
Awareness
Interest
Interest
@
Consideration
Consideration
Conversion
Conversion
Experience
Food Service bienc
e
Am
Wait Valu
e Clientele @KarlHavard
Saturday, 4 February 12

28. Saturday, 4 February 12

29. v Paid Search
@
@KarlHavard
Saturday, 4 February 12

30. v Paid Search
@
Activity YouTube Paid Search
Bounce Rate 31% 28%
New Visits 61% 60%
Av’ Pages per 5.89 3.83
Visit
Dwell Time 6:06 3:49
Configurator 27% 2%
Completions
@KarlHavard
Saturday, 4 February 12

31. Summary
@
@KarlHavard
Saturday, 4 February 12

32. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
@
@KarlHavard
Saturday, 4 February 12

33. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
@
@KarlHavard
Saturday, 4 February 12

34. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
@KarlHavard
Saturday, 4 February 12

35. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”
– Amplify Advocacy to create awareness, consideration and
conversion
@KarlHavard
Saturday, 4 February 12

36. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”
– Amplify Advocacy to create awareness, consideration and
conversion
§ Practically...start by socially profiling your email database
– Understand the mix
– Listen
– Keep an eye on influence
@KarlHavard
Saturday, 4 February 12

37. Thank You
Karl Havard
Chief Strategy Officer
Wunderman, WPP
http://wunderman.co.uk
@
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
@KarlHavard
Saturday, 4 February 12