A view of how Social Media substantially influence shoppers in their purchase decision journey

1. The power of social media on Shoppers‘
purchase decision journey
Trieu Nguyen
CEO / YouNet Media
Nov 2013

2. What is social media?
“…Social Media is where users can create,
share contents and interact with others…”
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3. What is social media?
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4. Top global social platforms at size
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5. Top global social platforms at size
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6. Facebook – the 2nd society
“… despite the skepticism about Facebook...
we just can’t ignore a billion users there…”
Colin Sebastien (Robert W. Baird) on CNBC
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7. Vietnam Internet Users
Almost 32 million users
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8. Vietnam Facebook Users
of Internet users
1 million new users every month (2013)
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9. Asia & Vietnam Facebook Growth (%)
Facebook Vietnam grows fastest
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10. Facebook is certainly #1 social network
Users Reach Estimation (%)
Source: Comscore (Mar 2013)
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11. Vietnam & Thailand users are most active
Source: Comscore (Mar 2013)
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12. Time spent on social networking sites
Source: Comscore (Mar 2013)
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13. Vietnam: Communities are still popular
tinhte.vn
…Still popular places for reviews & conversations
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14. Voice of online consumers
~ 500,000
Vietnamese public fan PAGES
~ 300,000
~800,000
Groups & Pages posts PER DAY
Vietnamese open GROUPS
20,000,000
Vietnamese user profiles
26%
~ 10,000,000
Users public posts PER DAY
Of online conversations relate to products or services
(global)
Source: YouNet Media’s Social Monitoring, Nielsen
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15. Voice of online consumers
Tracking of Vietnam SmartPhone Industry (Monthly)
Source: YouNet Media’s Social Monitoring
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16. Voice of online consumers
Consumers are talking about our products…
Commenting
Reviewing
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17. How to win shoppers?
Marketing #1 goal:
Reach consumers at the moments that most influence
their purchase decision!
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18. The traditional shopping funel
Source: McKinsey
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19. Smarter shoppers’ new decision journey
(2) add/subtract new brands
while evaluating
(3) Utimately
choose a brand at
shop
(1) Initial Set
(4) Build expectation based on
experience to inform the next
decision journey
Source: McKinsey
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20. Zero Moment Of Truth
Online search, review… become
essential part in shoppers’ decision
process.
Winning the shoppers are Zero Moment of True
Source: Google Macro Consumers Research 2012
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21. Zero Moment Of Truth
v 50% of consumers used a search engine to find out information
v 49% of consumers talked with friends/family about the product
v 36% of consumers sought information for a product brand/
manufacturer Website
v 31% of consumers read product reviews or endorsements
online
v 22% of consumers sought information from a retailer/store
Website
v 22% of consumers read comments following an article/opinion
piece online
v 18% of consumers became a friend, follower, “liked” a brand
Source: Google Macro Consumers Research 2012
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22. Touch point 1 – Initial set of brands
ü Brand Awareness & Top-of-mind matters
ü Brands included in this phase has 3 times higher chance to
be purchased
ü But, shoppers usually add 1-2 more brands during phase 2
(Active Evaluation)
Source: McKinsey
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23. Facebook is the cheapest channel
Cost Per 1000 Impressions
TVC
>50+$
BANNER ADS
FACEBOOK ADS
0.3$
0.1$
Source: KantarMedia | Admicro
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24. Touch point 2 - Active Evaluation
ü Beside “At-store interaction”, consumer-driven marketing is
the key of success
ü Company-driven marketing doesn’t decide in final purchase
Source: McKinsey
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25. Build your online presence to win
SHOPPER
(1) Search for official product
information
(2) Read online reviews and
comments
BRAND
(1) Company Website
(2) Products & Brands sites &
product showcase videos on
Youtube,…
(3) Build detailed reviews &
rating on popular review
(3) Talk to friends on social
sites
networks
(4) Listen, analyze & engage to
consumers’ conversation
(4) Become fans, “liked” a brand to
online
follow latest products update
(5) Build touch points on Social
Media (Fanpage,…) to update
(5) Comment/feedback about
& do social customer service,
products & services
build loyal fans.
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26. Good is not enough, Better matters
Understand your potential Consumers and perform better than your
Competitors is the key to win.
q Actively & passively listen to consumers’ conversations on all
channels to get their insights:
ü Where are your target customers being talking about?
ü How much they care and how do they like our products?
ü Do they like us or our competitors more?
ü What are “positive” (and “negative”) driving factors?
ü What are trending topics relevant to our brand & industry?
q Tracking competitors and industry to ensure you will do better:
ü Who is winning in term of consumers share of voices?
ü Who wins consumers’ minds, in what aspects?
ü Where are competitors doing?
ü And much more….
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27. Social CRM - STRATEGY & MODEL
Fans acquisition
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28. Social Customer Care – Learning
US top social customer care quality (using Twitter & Facebook)
Source: SocialBakers
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29. Final thought
1.
Build your Social Media presence for winning shoppers’ right touch
points
2.
Synchronize your Offline & Online/SOCIAL Marketing Strategy
3.
Listen to consumers to gain insights, trends and improve your customers
post-purchase experience
4.
Build your Social CRM, innovate and become a Social Enterprise
“Do not forget 20-million customers in FB
Win them, or your competitors will!”
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30. trieunh@younetmedia.com
0913-674-095
www.younetmedia.com
www.toponsocial.com