This is an extract from a larger presentation. There are many different ways of representing how social has impacted the new purchase funnel. And let's be honest, it's not really a funnel anymore. However for those who still work with companies that follow the funnel approach, hopefully this provides a happy medium for explaining the impact of social on the 'funnel'

3. Re-looking The Purchase Funnel
Consumers now enter the funnel anywhere
Brand Driven Messaging
Awareness
(Media)
Consumer Engagement and Influence Relationship/ Engagement
(Social Media)
Opinion Preference
Consumer Engagement and Influence Search & Shopping
Brand Driven Messaging (OEM & 3rd party,
Reviews)
Consideration
Advocacy and
word-of-mouth
now heavily
influences new Purchase
consumers
Advocacy
Loyalty