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SOCIAL ERA
understanding the customer journey in the
Social is a
silver bullet.
Do this and
you will have
overnight
success.
Social is
about
mastering the
tools.
3 THINGS THAT...
”“ Tara Hunt

The Whuffie Factor
Social isn’t about the tools. If you
focus on tools, you’ll look like
one.
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
customer
let’s start with the
journey
a story about meatloaf
AndrewDavis
http://www.akadrewdavis.com/ https://youtu.be/IDubyeOWLTk
the customer journey is:
non-linear
highly personal
interrupted constantly
noisy
a paradox of choice
completely unpredicta...
myth #1:
busy business people don’t have time for the internet.
fact:
According to Google’s studies, 89% of B2B researcher...
myth #2:
this is what the CFO making
the decisions looks like
fact:
This is closer to the truth and it’s changing rapidly. According to
Google, nearly half of all B2B researchers are m...
The Shift in the B2B Researcher Demographic:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marke...
Employee influence on purchase decisions:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketin...
social era
and wth is the
anyway?
HINT: I’m not talking about social media, though that is part of it.
”
“
Nilofer Merchant

11 Rules for the Social Era
If the industrial era was about
building things, the social era is
about...
RULES FOR THE SOCIAL ERA:
1. EVERYTHING is social
2. The lines between social and professional
are blurred
3. The ‘consume...
ARE YOU REALLY BUILDING RELATIONSHIPS?
TRANSACTIONAL
Only interact when you want
something (or when your CRM says to
reach...
“You’re not in the insurance
business, you’re in the
EXPERIENCE business.”
Competing on price, coverage and service is a r...
disruptions
not to mention there are a few
MILLENNIALS!
#insurtech
ACA? not even sure .
3 IMPORTANT TAKEAWAYS:
1.
If you’re not at
enough
touchpoints along
the customer
journey, you don’t
exist.
3.
Insurtech wi...
let’s lay some
foundations
to becoming truly social.
traditional b2b tactics:
Cold calling, professional networking, joining local
business groups, buying lists of prospects (...
direct sales
social is NOT good for
relationships,
but it’s really good at building
trust, bonds, confidence…
a universe of tools to connect with your
audience (or at least stalk them)
if there was EVER a great use for social media,...
BEING SOCIAL STARTS
WITH KNOWING YOUR
AUDIENCE
listeningshould be 75% of your social plan.
WHO ARE MY CUSTOMERS?
HOW DID THEY FIND ME?
(OR) HOW DID I FIND THEM AND
HAS THIS CHANGED?
WHY DID THEY CHOOSE ME?
WHAT WA...
”“
The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.
P...
WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS:
1. Social Media Platform Analytics
2. Social Intelligence Tools
3. Social L...
SOCIAL MEDIA PLATFORM ANALYTICS
Social media platforms
offer up everything from
demographics to deeper
psychographics,
int...
SOCIAL INTELLIGENCE
Social Intelligence tools pull
data from social networks to
analyze interests and affinities
of audien...
People Who Follow CFO Mag:
….tend to follow multiple business sources (and
entrepreneurs) and are interested in content on...
SOCIAL LISTENING
There are several free
and inexpensive social
listening tools that help
you keep track of the
ongoing con...
3 IMPORTANT TAKEAWAYS:
1.
Listening is the
most important
function of social.
You’ve never had
so much insight
into your
a...
CUSTOMER JOURNEY
let’s take a walk through the
and see where else social can help you out...
1. I know you
2. I’m looking for you
3. I’m comparing you to your
competition
4. I’m buying from you
5. I’m using your pro...
AWARENESS
AWARE
Customer’s state:
Isn’t looking for you, hasn’t
heard of you. Lots of other
things on their minds.
Another word for ...
ACTIVELY RESEARCHING POTENTIAL
LEADS ON SOCIAL
Using social intelligence
tools - like LinkedIN’s
Sales Navigator - to
iden...
SOCIAL THAT LEADS TO
PROSPECTING
When online influencers share your
excellent online content with their
audience, creating...
SEARCH
SEARCH
Customer’s state:
Actively looking and researching for
a good option in your product
category.
It is better if you ...
SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER
IS RESEARCHING
Blog posts, YouTube videos,
Tweets and other fresh
content r...
DECIDE
DECIDE
Customer’s state:
Narrowing down options to
find the very best one. Most
likely made her mind up, but
may be swayed...
MOST CUSTOMERS HAVE ALREADY DECIDED
BEFORE THEY CALL YOU
“Today's business buyers do not
contact suppliers directly until ...
SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER
TO CHOOSE YOU
When it comes to making a
decision, it’s not just about price.
If...
TRANSACT
Customer’s state:
Time to purchase! The
customer is having their first
experience with your
product.
TRANSACT
SOCIAL THAT CAN HELP THE
ONBOARDING EXPERIENCE
Helpful content can make the difference
between a new customer being lost a...
UTILIZE
UTILIZE
Customer’s state:
They’ve signed up. But how
can you enhance their
experience?
DEEPENING CLIENT RELATIONSHIPS
THROUGH CONTENT
https://www.youtube.com/watch?v=bXtlh_Ei5hc
ADVOCATE
ADVOCATE
Customer’s state:
They love you (of course!),
now how can you give them
the tools to help them spread
the word?
Every time you or a happy customer posts
online, you create another opportunity to
appear along another customer’s journey.
3 Final Takeaways
1.
The customer’s
journey is
complex, non-
linear, and
CONSTANT. You
never know when
an impression can
b...
”“ Terry Golesworthy,

President of the Customer Respect Group
Offering ongoing advice is now critical with today’s
consum...
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
you?
THANK YOU!
Tara Hunt, President
Truly Social Inc.
http://www.trulysocial.ca
http://www.youtube.com/tarahunt
http://twitter...
BEING SOCIAL STARTS WITH KNOWING
BEING SOCIAL STARTS WITH KNOWING
BEING SOCIAL STARTS WITH KNOWING
BEING SOCIAL STARTS WITH KNOWING
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BEING SOCIAL STARTS
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AUDIENCE

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