SMCWgtn with Steve Dimakis (GSL Promotus) - Wednesday 20 November 2013

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Social Media Club

Customer Decision Journeys and Social CRM

Steve Dimakis 20 November 2013

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About GSL Promotus

GSL Promotus

• New Zealand’s newest advertising agency

• The merger of two of the longest standing and most successful independent agencies in Wellington.

• GSL Promotus has a passion for Social Media and how it can facilitate brands being more customer centric.

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About Me

A brief history

• Worked in ad industry since 1999

• Agency, media supplier and client side

• Started learning everything I could about Social Media so I could disprove its worth…

• …that changed really quickly!!!

• Some clients I have worked on:

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About Me

What good social media strategy is to me…

Using a network of channels aligned to customer decision journeys

that house discoverable, searchable and shareable content that;

adds value, solves problems or entertains so as to; inform, interact

and transact with a very well targeted audience for the purposes of

achieving a business objective.

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The New Customer Decision Journey

Aligning Marketing Efforts & Touch Points

Social CRM

McKinsey & Company

What We Will Cover Today

The New Customer Decision Journey

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Purchase Funnel

Customer Decision Journey

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The way in which consumers are researching & buying is changing

• New technology

• Consumer empowerment

From relying on advertising to reaching out to understand their options

• Family & Friends

• Blogs

• The interweb

Change

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Purchase Funnel

Customer Decision Journey

Our current environment

1. Not a linear process

2. Not wide to narrow

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The New Customer Decision Journey

Aligning Marketing Efforts & Touch Points

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Understanding the importance of both brand driven and consumer driven touch points

Brand Driven Touch Points

(Advertising, Content, Information)

Consumer Driven Touch Points

(Seeking advice from friends & family, reviews)

Consumers get their information about you from both sets of touch points

Aligning Marketing Efforts & Touch Points

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Aligning marketing efforts to how consumers are researching and buying• Discoverable, searchable, shareable content

The risks of not doing this

1. Wasting money

2. Alienating consumers

Areas of consideration for alignment

3. Where marketing priorities are set

4. Messaging – Targeting messages beyond the initial consideration

5. Consumer driven vehicles – Making it easy for consumers to learn how to use products

6. In store – brand choice often made in store.

7. Seamless brand experience across CDJ

Aligning Marketing Efforts & Touch Points

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It starts with ongoing exposure

The New Customer Decision Journey

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Then there is a trigger

The New Customer Decision Journey

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The New Customer Decision Journey

McKinsey & Company

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Initial Consideration Set

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The New Customer Decision Journey

McKinsey & Company

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Aligning Marketing EffortsSocial media has a significant part to play in active research to ensure your content is discovered allowing you to be part of the consideration set

Discoverable Searchable Shareable

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Consideration Set From Active Research

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The New Customer Decision Journey

McKinsey & Company

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Aligning Marketing Efforts

Searchable social content is extremely important here and social media has an impact on SEO and SEM

Discoverable Searchable Shareable

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Selection Made

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The New Customer Decision Journey

McKinsey & Company

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Aligning Marketing Efforts

Discoverable Searchable Shareable

Social media has a very obvious part to play in facilitaitng Sharing about the experience post-purchase

Fostering loyalty is one of social media’s biggest strengths if it executed properly and the content being shared as part of your brand driven touch points is well thought out

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Active or Passive Loyalty

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1. Consideration

Narrow list of brands

2. Active Evaluation

Increase the number of brands considered

Intent on purchasing

Actively researching

Paying more attention to advertising

3. Closure

Deciding which brand to buy

4. Post Purchase Experience & Loyalty Loop

Active

Passive

The New Customer Decision Journey

Social CRM

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'Practicality Plateau' of social media

Social media is present throughout the customer decision journey.

Using Social CRM tactics will provide you with the data you need to further leverage your aligned marketing efforts to actively retain, grow and build your customer base. 

Social CRM

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There are over 115,000 unique pieces of data you can find out about your consumers  

These are things like:  Check Ins  Likes  Demographic Data  Products bought  Friends  Friends Demographic Data  Friends' likes  Products wanted

Social CRM

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Some Facebook tools:

Use Facebook Connect for logging into your site so you can collect data  

Display trending activity on your site by using the data that comes out of Facebook Connect

Foster social recommendation by using ads with social proof - like brand follower, app user etc

Use Facebook Exchange to retarget your anonymous browsers

Use Facebook Custom Audiences and Lookalikes to campaign to existing customers and acquire new ones that fit your customer mold.

Social CRM

Key Takeaways

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Align your marketing efforts to your consumers’ decision journey

Use a mixture of brand driven and consumer driven touch points

Create content that adds value, solves problems and/or entertains

Segment your audience into even more target sub-sets

Place your content where it is discoverable, searchable and shareable

Align your content and channels so consumers can use them to inform,

interact and transact with you

Use social media strategies and tactics to achieve business goals

Key Takeaways

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