Awareness to Advocacy: Drive More Sales with Social

Awareness to Advocacy: Drive More Sales with SocialCo-hosted by

3/15/2012

© 2012 Altimeter Group

Nadim HossainVice President, Marketing

Jeremiah OwyangPartner

Today’s Speakers

Today’s Webinar Agenda

1. 7 Stages of the Customer Journey

2. The Customer Hourglass

3. Social Discovery Winners

4. 3 Tips to Sell More with Social

5. Q&A

© 2012 Altimeter Group© 2011 Altimeter Group

Image by nggalai used with Attribution as directed by Creative http://www.flickr.com/photos/nggalai/4998931373


Armed with more information than ever before…5


… Able to trigger word of mouth instantly…6

After noticing a 50% increase in referral

traffic from Facebook, Cisco adds the

Facebook Like button to all its Data Center

product pages.


… Demanding real-time responses7

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For PowerReviewsMarch 15, 2012

Jeremiah OwyangIndustry Analyst

Customer Journey


Priorities are Fragmented

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”


Strategy: The Customer Hourglass Framework


Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495


Source: Social Media Around the World 2011, InSites Consulting

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Social media is not just about our friends…

0% 25% 50% 75% 100%

...to get to know things about (new) products / brands

...to come in contact with brands / companies

...to stimulate my career

...to find other users of a certain brand / product

...to find promotions of a certain brand / product

...to become a famous person

...to become an opinion leader

● MySpace

● Facebook

● Linkedin

● Twitter

Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks?

N Europe = 5613 / F = If member of social network(s)


Source: Ask Your Target Market, Base=2000 US Internet Users, 2011

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Relationships with brands are changing


13Image by docsearls used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/docsearls/5500714140


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The traditional purchase funnel is outdated15


The Customer Hourglass looks at the entire experience16




AmEx’s OPEN Forum surfaces small business owner discussions and networking opportunities

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Intel promoted its CES 2011 booth with location-based “check-ins” from Foursquare

Intel promoted its booth and connected with over 2000

attendees at CES based on their location check-ins.


Check-in deals offer a way to connect with consumers and generate awareness

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Sephora triggers social word of mouth with Like buttons

Some products on Sephora’s website have

garnered up to 3,000 likes, increasing referral traffic from fans’ social graph.


Expect paid media such as advertising, to fuel this first phase

Often, rely on content at the Lifestyle, or Pain Point to trigger discussion.

Lastly, listen do what customers are already talking about and join the discussions they are already having.

Awareness Key Take-Aways22




Diapers.com drives conversation before commerce on Facebook page


Customers who read reviews show higher conversion rates and AOV

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POSSIBLY USE POWERREVIEWS

SLIDE / DATA

Data: e.g. Visitors who interacted with reviews

had 60% higher conversion rates and 20%

higher AOV.

Screenshot


How DellOutlet drives sales with Dialog26


Repurpose your product inventory information and apply onto the real world

Aggregate 3rd party reviews to your corporate website

Similarly, repurpose your reviews on your corporate site to 3rd party websites and blogs, extend and repurpose.

Consideration Key Take-Aways27




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Mattel shoppers can shop together, browsing and sharing in real time


Target shoppers create – and share – wedding and baby shower registry lists via web and mobile

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Sears offers group buying with “wishtogether”31


Levi’s incorporates the “Like” button32

Shoppers can “Like” and post comments about products

straight to their Facebook wall


Levi’s incorporates the “Like” button33

Customers see an instant shopping cart based on previous friend’s “Likes”


While still emerging, social features are fueling sales efforts by adding richer context to the customer experience

Expect next-generation applications to pre-populate wish-lists and shopping carts based on historical and social data

Intent Key Take-Aways34




Facebook launches group buying deals36

Point of purchase is easily sharable, plus transactions can be

tied to customer social profiles


Eventbrite found motivation to share is higher and worth more after the purchase is made

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Eventbrite found that a post-purchase share on Facebook drives 20% more ticket sales than a pre-purchase share


Social features allow friends to share point of purchase with others

WOM can be measured and attributed to individuals

Expect in the future that virtual currency or virtual goods will offer consumers discounts or exclusive deals

Point of Purchase Key Take-Aways38




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Wells Fargo responds to customers – within business hours

Demonstrating both a human voice and setting expectations of how they’ll help customers during office hours, Wells Fargo demonstrates best practices.


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EA provides customer support updates and contact options on its dedicate Facebook page


Reduce support costs by giving information to consumers on hand

Use a tiered approach:

Load up most frequented asked questions first

Then follow up by providing the ability for them to conduct peer to peer support

Finally provide them with direct-to-company support when the first two avenues have been exhausted

Support Key Take-Aways42




Starbucks partners with Foursquare to offer badges and discounts to loyal “Mayors”

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The Red Cross gamifies blood donations45

The Red Cross partnered with Best Buy and Nascar to gamify blood donations. Every time someone gave blood, they were eligible for points that could be redeemed for prizes.


TopGuest links loyalty to social media, allowing companies to measure loyalty and influence

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Hilton HHonors members can give a Facebook friend 25% off a Doubletree Bed & Breakfast reservation once they check in


Loyalty programs of the past are based on long-term commitment and total potential spending value

In the future, companies will factor in game mechanics, badges, and point-based systems to foster longer term loyalty

Allow currency to be interchangable, for example “Checkins from Hilton on Foursquare in hotels can convert to Hilton rewards points” (Andrew validate this)

Loyalty Key Take-Aways47




Dialog evolves into Advocacy49


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American Eagle rewards customers who refer products in its AE Style Shop


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Shutterfly and AAA use Extole to promote referrals


Tasti D-Lite rewards brand advocates with points that translate into free products

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Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.


TurboTax InnerCircle customer advocacy program helps co-create the next iteration

Source: TurboTax and Ant’s Eye View

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25,000 customer community

Has dedicated Inner Circle Leader

6000 ideas submitted in 2010

Top 200 ideas were referred to appropriate teams and discussed over 10 meetings

40 product concepts tested, 32 implemented in current version of TurboTax

Revenue lift in the millions of dollars attributed to feature developed via Inner Circle


Microsoft recognizes 4000 MVPs every year – the program is run by 50 dedicated staff

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Every year 4000 MVPs are nominated by peers,

employees, and other MVPs, and selected by an

internal panel. The length of service is one year.


The holy grail of marketing, this is the lowest cost yet highest trusted form of marketing

Co-creation is the fuel of advocacy, help customers feel ownership and empowerment

When done correctly, this fuels the top of the marketing funnel, growing the program over and over

Advocacy Key Take-Aways55



LearnLearnand

Innovate

© 2012 Altimeter Group© 2011 Altimeter Group

Summary


1. Remember customers are behaving in new ways, in new places, with new expectations

2. Think beyond the silo –customers expect a single, holistic experience

• How will marketing, sales, support, and loyalty programs work together?

3. Don’t arbitrarily deploy a strategy –think of the whole customer life process using the customer hourglass

Summary58


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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

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PowerReviews is the Social Performance Company

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96% Renewal Rate

27M Pieces of Social Content

Award Winning Technology

5,500 Brands

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Customers, Not Brands, are Driving the Conversation

Brands AdvertisingPaid Media

Customers

RecommendationsQ & AReviewsEarned Media

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But Likes Don’t Equal Sales

Recipe for Social Success

Utilize the three tools to drive Social Success:

• Social Content• Social Engagement• Social Measurement

Use proven social techniques to drive sales where it matters.

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Social Content Attracts and Converts Customers

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Josh Himwich, Vice President

3X More Content 50% More Traffic 10% Higher Conversion

1 2 3

1

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Social Engagement Amplifies Content & Connects Advocates

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Push to Facebook Traffic From Facebook

Gamification Q & A

Love these headphones!

Checkout

2

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Measure The Social Content and Engagement to Track Traffic and Sales

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Optimize Social To Drive Sales

Measure the increase in traffic from social activity

Track the impact of social activity on conversion

Transition

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Attract and Convert Customers with Social Content

3X

Social Content

10-50% more

organic traffic

14% increase in site

conversion

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Give your customers the answers they need to buy

Do this shoe come in kid’s sizes?

Yes, all shoes are available kid’s sizes.

Checkout

Asked on 12/20/2011 8:31 am

Answered on 12/20/2011 11:15 am

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Community Connects Advocates and Prospects and Drives Conversion

Q: Is this appropriate for toddlers?

A: Yes, my 2 year old loves it.

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Amplifies Product Content to Create Traffic

YOUR SITE

Nikon is a great camera!

Should I buy this Nikon Camera from Staples?

Step2

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Trending Product Updates Keep Social Users Engaged & Clicking

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Increase Content Relevancy and Engagement as Customers Shop

Social Content

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Social Loyalty Amplifies Content Creation Through Gamification

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Integrated Gamification & Content Drives Performance

Thank you for your review

You earned 10 points!

Thank you for answerYou’ve earned the Life Saver badge.

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Integrated Social Measurement™ Provides Actionable Analysis

Optimize Social To Drive Sales

Measure the increase in traffic from social activity

Track the impact of social activity on conversion

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Three Steps to Drive Awareness to Advocacy

1. Allow your customers to generate social content on your website

2. Broadcast that social content across the social net

3. Measure the impact of the social traffic to see how social is turning into sales

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PowerReviews Essential Social Suite

Q&A

Thank you for attending.

For a live demo, please call:

(866) 345-2461or email:

[email protected]

For more information on PowerReviews Essential Social Suite, please visit:www.PowerReviews.com

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Social Loyalty™ Amplifies Engagement, Content Volume and Influence

The Web is Shifting Towards Discovery

#FBCommerce

TH

EN

NO

W

@NadimAHossain

The Like Button was the first step in introducing Facebook in the pre-purchase process

Source Image: Altimeter Group

With more content to share, FB will play a bigger role in driving awareness early in the purchase process

#FBCommerce@NadimAHossain

NOW

Source Image: Altimeter Group