1. UnderstandinganincreasinglycomplexconsumerjourneyHowconsumersviewbrandsas friends insocialnetworks

2. Understandinganincreasinglycomplexconsumerjourney 3. Purchasejourneysaremorecomplex Pre-internet Discussion Purchase Shop 1 Decision with partnerDiscussionwith partner Shop 2Shop 2 4. Blogs ConsumerreviewsPost-internet Official editorial vs. User ratings Post question on Yahoo answersShop 1KelkooBudget PlasmaScreens r Decision us.comPurchase Discussion EbayGoogle with partnerShop 2 OfficialBrand siteDiscussionBanner adswith partner Customer feedback Associated forums Extended network through online communities (messenger / email / facebook) 5. Makingsenseoftheconsumerjourney Eventtype PaIid Search AffiliateMarketing LastExposure Display SEOSale Sale Farmorethanjustthelastclick 6. Understandingthestagesofajourneycanimproveeffectiveness Last Event +4 Last Event +3 Last Event +2 Last Event +1 Last EventSale Paid Search Affiliate Display SEO 7. 1.AnewwayofunderstandingPaidSearch Last Click +4 Last Click +3 Last Click +2 Last Click +1 Last Click Search Sale Brand Term Brand Product Generic (specific) Generic (broad) Salesincreasedby122% 8. 2.UnderstandingtheroledisplayadvertisingMostefficientsites Journeycost efficiencyLeast Efficient sitesJourneyclick efficiencyConversionrateincreasedby13% 9. 3.OnlypayingaffiliateswheretheyaddtoasaleEventtype DisplayImpression 2.AffiliateOther 3.OtherAffiliate DisplayClick Journeys(+)Journeys() PaidSearch NaturalSearch1.Affiliateonly AffiliatesJourneys(+) SaleReducedcannibilisation ofsalesby25% 10. Understandingjourneysiscommerciallyverypowerful 37%increaseintotalonlinemarketingsales122%increaseinPaidSearchsalesDisplayconversionratesimprovedby13%Affiliatemarketingconversionsupto60% Cannibalisationofsalesreducedby25% 11. Howconsumersviewbrandsas friends insocialnetworks 12. AdtoFriendsResearch Objectives ObjectivesTodeterminehowsocialnetworkusers Todeterminehowsocialnetworkusers understand,engagewithand/orobjectto understand,engagewithand/orobjectto brandswithinthesespaces brandswithinthesespacesTomeasurethelevelofacceptanceor TomeasurethelevelofacceptanceorAquantitativesurveyof1,0001635yearoldAquantitativesurveyof1,0001635yearold rejectionofbrandswithinthissectorfrom rejectionofbrandswithinthissectorfrom SocialNetworkusersinBritainSocialNetworkusersinBritain aquantitativestandpoint aquantitativestandpointIndepthqualitativeinterviewswith50SocialIndepthqualitativeinterviewswith50SocialNetworkusersNetworkusers OnlineanthropologyforuminMySpaceoverOnlineanthropologyforuminMySpaceover8weekswith1,500socialnetworkusers8weekswith1,500socialnetworkusers 13. Howwouldtheconsumerdoit Ifyouhadyourownbusinessandyou weregoingtocreateaprofiletopromote it,whichofthefollowingcriteriawould youthinkwerenecessary? 14. Youre in my space Behonest 20% ofsocialnetworkuserswant toknowtheadvertiserwillkeepits promise justasafriendwould 25% thinkbrandsthatare dishonestandunclearaboutwhatthey weredoingshouldnotbeallowedto advertiseinasocialnetwork64% sayiftheyranacompanythat hadaprofileitmustbetrustworthy andhonest 15. Freemiumso ffe d ig riproductsbou tal Theyre used to getting nty exclusive things for free.wallpaperdiscount codes 20% of users make friends with a brand because of the free stuff that the brand servicestickets offers.behind the scenes footageAfterbefriendingabrandIexpectinreturnthingslikediscountedproducts, freebies,information,updatesonproducts,vouchersandtickets toevents. Toaddincentive,thesethingsshouldbeexclusivetotheirMySpace community. Wewanttofeelspecial. StuartJenkins,20,Portsmouth StuartJenkins,20,Portsmouth 16. Eye Candylo ok goo 15% of social network users say d that a brand must have an exciting and attractive profile before they consider making them a friend 810,000users thinkthat businesseswithbadlydesignedprofile shouldntbeallowedonthenetworkIfaprofileisdesignedbadlyandlooksverybasic,IwouldquestionwhetherthebrandwasreallybehinditMargueritePain,32,CambridgeMargueritePain,32,Cambridge 17. HugeopportunityifyougetitrightPost commentsabout it on other websites(28%)IM others about theadvertiser (34%) Forward the advertiser to a friend (19%) Text their friends about it (24%) Talk about the Write or upload content advertiser on a forumabout the advertiser on (18%)their own blog or website(18%) 18. Increase brand preference amongst 16-25 year olds bycreating a partnership between Samsung & MusicCreating a long term relationship with the audience. Adding value to their community 19. CreatingarelationshipwithBebobeyond advertising Musicwith Samsung Bebo Nights: Beat: Music HomepageTheSamsungs Home on A daily Bebo will be forA monthly live gig co- on music showBebo. produced by held atexclusively Samsung Backstage Samsung, Beboers access, competitions, Bebo Endemol and polls,Gibsons studios Brandedblogs and videos 20. TheSamsungBeatHubonBebo 21. The qualitative responses 22. What it has achieved so far..Exposure 10,200,000 unique users(thats nearly everyone on Bebo) 6,250,000 Views of the Beat Music show(Daily Music Video show created by Endemol) 745,000 Samsung profile views (the highest number of advertiser views on bebo ever!)