Download ppt - Internet World 2011 & Oxfordshire Social Media Seminar Social Media Strategy Presentation

Influencing the Buying Process through Social Media Marketing

Paul SuttonHead of Social Communications

Twitter: @ThePaulSuttonWeb: www.thesocialweb.co.uk

www.bottlepr.co.uk

@ThePaulSutton www.thesocialweb.co.uk

social metrics and social metrics and business metrics business metrics aren’t quite aren’t quite alignedaligned

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pure statistical analysis of social media pure statistical analysis of social media marketing is incomplete and outdatedmarketing is incomplete and outdated


78% 78%

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the number of consumers who rely on the number of consumers who rely on recommendations before making recommendations before making

purchasing decisionspurchasing decisions(source: Syncapse)(source: Syncapse)

the number of internet users who the number of internet users who conduct product research online conduct product research online (source: Hubspot)(source: Hubspot)

84%84%


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the consideration phase ofthe consideration phase of the buying cycle is growing the buying cycle is growing ever longer...ever longer...


the number of Fortune 100 websites the number of Fortune 100 websites that have had negative growth that have had negative growth

over the past 12 monthsover the past 12 months(source: Webtrends) (source: Webtrends)

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68%68%

24%24%the average decrease the average decrease in visitors on those in visitors on those sitessites(source: Webtrends)(source: Webtrends)


of social-media active consumers of social-media active consumers have a disproportionately high have a disproportionately high impact on purchasing decisionsimpact on purchasing decisions(source: Syncapse)(source: Syncapse)

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14% 14%



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Influencing the decision Influencing the decision making process:making process:

A New ModelA New Model

Extended process due

to information available on

the social web


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Stage one

Consumer thought processes

I need a new widget, orI want a widget

Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information

Brand social media activity

• Brand exposure and awareness through creative and engaging relationship-building activity• Non-sales led approach• Channels such as Facebook, Twitter, YouTube, LinkedIn, Flickr and Foursquare


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Stage two


I need a new widget, orI want a widget

Consumer actions Passive actions prior to requirement such as seeing adverts, reading editorial & blogs, following brands on social networks, absorbing brand information


•Brand exposure and awareness through creative and engaging relationship-building activity•Non-sales led approach•Channels include Facebook, Twitter, YouTube, LinkedIn and Flickr


• What are my choices?• Do my friends/networks have any recommendations?• What are the specific advantages of each of my options?

Consumer actions Active research such as asking friends/networks, reading reviews, researching product/service issues, evaluating emotional measures


• Push product/service information to influence opinions• Driving positive feedback into the loop• Information (not sales)-led approach• Channels such as blogs, review sites, forums, Stumbleupon, Twitter and Facebook


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Stage three


• Am I making the right choice?• Have I considered all the variables?• What do my friends/network feel about my choice?• What do my emotions say?

Consumer actions Seeking validation and investigating credibility


• Harness the extended consideration phase and the power of recommendations and advocates using positive feedback across all channels


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Stage four


• Does the product/service live up to my expectations?• What is the customer service like?

Consumer actions Cognitive dissonance and evaluating the emotional and tangible elements through further validation


• Offer effective and efficient customer support and service• Twitter is the ideal channel, to a lesser extent Facebook

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Stage five


• Would I recommend it to others?• What would I improve?• Shall I tell others about it?

Consumer actions Leave information on review sites and post updates across social networks


• Monitor brand/product mentions• Thank, re-post/re-use positive mentions• Address negative mentions (where appropriate)


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Drive brand awareness via non-sales led

creative initiatives that build affinity

Feed positive product/servi

ce information

into the social web to inform

consumers during

research

Utilise brand advocates to

influence opinions and

make recommendati

ons

Provide effective and efficient

customer support and service

Monitor brand/product mentions,

utilise positive

mentions and address

negative mentions

Summary


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www.bottlepr.co.uk


If a tree falls in the woods If a tree falls in the woods and there’s no-one around to hear it, and there’s no-one around to hear it, does it make a sound?does it make a sound?

YES! AND IT’S LOUD!YES! AND IT’S LOUD!

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SummaryThe social web is word of The social web is word of

mouth mouth on a huge scaleon a huge scale

If we understand the If we understand the psychology psychology

of the buying process, we can of the buying process, we can use social media to takeuse social media to take

advantage of thatadvantage of that

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