Zontee Hou - Bionic Consumers
•Télécharger en tant que PPTX, PDF•
1 j'aime•125 vues
Social Fresh 2018
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Zontee Hou - Bionic Consumers
Similaire à Zontee Hou - Bionic Consumers (20)
Plus de Social Fresh Conference
Plus de Social Fresh Conference (20)
Dernier
Dernier (20)
Zontee Hou - Bionic Consumers
- 1. BIONIC CONSUMERS: BUILDING CUSTOMER LOYALTY IN THE ERA OF BIG DATA Zontee Hou for
- 2. How do we make decisions? Mo’ content, mo’ problems @ZonteeHou | #socialfre
- 3. The average person consumes 11.4 pieces of content before making a purchasing decision, according to Forrester @ZonteeHou | #socialfre
- 4. Source: Smart Insights @ZonteeHou | #socialfre
- 5. We have more resources than ever, but each resource matters less to us @ZonteeHou | #socialfre
- 6. 81% of marketers expect the majority of their decisions will be data-driven by 2020, according to Gartner’s 2018 Marketing Analytics Survey @ZonteeHou | #socialfre
- 7. Highly data-driven organizations are 3X more likely to report significant improvement in decision-making, according to PwC research @ZonteeHou | #socialfre
- 8. 9.2% of marketing budgets are going towards marketing analytics, according to Gartner’s 2018 Marketing Analytics Survey @ZonteeHou | #socialfre
- 9. “It really doesn’t matter if you are a 60-year- old woman or a 20- year-old man, because a 20-year-old man can watch Say Yes to the Dress and a 60-year- old woman could watch Hellboy.” - Todd Yellin, VP of product innovation, Netflix [Mashable] @ZonteeHou | #socialfre
- 10. Are you collecting enough data right now? @ZonteeHou | #socialfre
- 11. Measure Behavior, Not Demographics • How do they learn about us? What else do they consume? • How do they compare/research? • How much do they buy? How often? When? • How do they impact others’ buying decisions? @ZonteeHou | #socialfre
- 12. Data gives value to each small, collective action @ZonteeHou | #socialfre
- 13. Design with Behavioral Economics 1. Automatic and Reflective Systems 2. Nudges 3. Persuasion @ZonteeHou | #socialfre
- 14. Decision-making with our Automatic & Reflective systems Thinking fast and slow @ZonteeHou | #socialfre
- 17. Automatic & Reflective Systems + Data Design with Behavioral Economics • Provide familiar touch- stones • Make it easy to think fast—the average conversion rate of pop- ups is 9.28% [Sumo] • Guide your customers through the process— facilitate “slow” thinking Analyze the Data • What images and language work? • Where in the journey does the action take place? • What’s the value of a “fast” engagement versus a ”slow” one?
- 18. Nudges guide through choice architecture Create hidden persuasion @ZonteeHou | #socialfre
- 21. Choice Architecture + Data Design with Behavioral Economics • Look at your defaults • Engage with loss aversion • Simplify choice • Examine your anchors Analyze the Data • A/B test your assumptions • Set up goals for behaviors
- 22. Persuade through well-rounded argument Connect in multiple ways @ZonteeHou | #socialfre
- 23. Cialdini’s 6 Principles Of Persuasion @ZonteeHou | #socialfre
- 25. Choice Architecture + Data Design with Behavioral Economics • Appeal to ethos, pathos, and logos • Develop multiple approaches; don’t rely on only one Analyze the Data • Design your communications to be measurable; be sure to connect messaging with CTAs • Create and schedule experiments deliberately
- 26. To Build Customer Loyalty… • Test and measure consistently to find the content that resonates with your different audiences. • Understand that more isn’t more—simplify decision-making for your customers. • Create content that supports your customers’ surround-sound experience of your brand. @ZonteeHou | #socialfre
Notes de l'éditeur
- [Add social media examples within the materials.]
- This isn’t just about our B2C world. Salesforce Research’s 2018 study showed that 82% of business buyers “want the same experience as when they’re buying for themselves” (as B2C consumers)
- And yet…
- Data allows us to get past demographics into a whole realm of psychographics, which is super exciting. I call it “big data,” but the main takeaway here is what we can do with the data we have in general.
- This session isn’t going to answer big questions about your brand, but it is about how we can make lots of incremental decisions more impactful for our customers, and therefore our businesses.
- Data: match images to behavior. Thinking fast. Dynamic Facebook ads based on your bestsellers/top content.
- Thinking slow. Make people stop and take on the information. 1,100 words. More than 6,000 characters.
- Defaults. Loss aversion.
- Also about anchoring.
- How many of you studied Aristotle in college? Aristotle tells us that the art of rhetoric or persuasion through argument requires three things.