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3rd Annual Gravity Summit at UCLA
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Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)
From Marketing Funnel to Customer Journey
Justin Goldsborough
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
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Who am I?
Northwestern
Kansas City Royals
Social mediaIrish setters
Bon Jovi
HusbandFriend
IABC
Volunteer
@jgoldsborough(#pr20chat)
GenY
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Today’s Agenda > Social media then> Social media now> Social media next> Measurement> Q&A
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Social media THEN
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Advertising
Brand Assets
Personal Selling
Public Relations
Direct Marketing
Sales Promotion
Integrated Communications
• Web sites• Blogs• Podcasts
andVideos• Mobile/WAP• Sponsorships
• Television• Radio• Outdoor• Print Ads•Search / Banners / Imbedded Content
• Contests / Sweeps
• Coupons• Incentives• Point of
Purchase
• Telemarketing• Field Sales•Presentations / Demonstrations
• Events / Webinars
• Media Relations• Online Outreach• Word of Mouth•Product Integration
•Social Networks•Video/Photo Sharing Sites
•Wikis/Wikipedia•Tagging• Direct
Response• Physical Mail• Email• Mobile / TXT
Paid Media Earned Media
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Social media NOW
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Reaching the right eyeballs, not all eyeballs
New Math:
5,000 people who sought out your
message are more
valuable than 5 million who
didn’t.
Your brand here
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Social media NEXT
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The New Customer Journey
PRE-CONSIDERATION AWARENESS CONSIDERATION PURCHASE POST-PURCHASEPRE-DELIVERY HONEYMOON AMBASSADOR
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Social media measurement
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Impact: Goals, Strategies, Objectives, Tactics
GoalsBusiness Goal
Objective 1 Objective 2 Objective 3Objectives
Strategy 1Strategies
Strategy 3Strategy 2
Social media by itself is a TACTIC!
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Social media measurement model
> Types of results that can come from social media engagement
> Strategy is geared toward specific business objectives and identified program goals
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5 things you can do today
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Implications
1. Revisit your business objectives and ask how social media can help you reach them.
2. Make a new connection via social media and talk to him/her about something other than business.
3. Search you brand on Twitter and Facebook.
4. Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already.
5. Start looking at your job through a customer journey mindset.
Five Things To Do Today
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Q&A
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Thank you!
Social Media Strategy
Justin Goldsborough
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
