#socon2011 the social consumer journey: measuring the impact
DESCRIPTION
This is the presentation given at Socon2011 (20th October 2011), outlining some thoughts on the part social media can play in the customer and consumer journey as part of an overall multi-channel approach. This also includes a list of measures, in context and some ideas on how this fit together. Key point: Putting the consumer back into the consumer journey.TRANSCRIPT
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@KarlHavard
The Social Consumer Journey: Measuring the impact: #Socon11
@KarlHavard
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@KarlHavard
There’s been much talk
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@KarlHavard
Buying a Hat
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@KarlHavard
What’s Missing?
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@KarlHavard
Putting the Consumer back into the Consumer Journey
Every “journey is unique to the individual
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@KarlHavard
The Zero Moment of truth
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@KarlHavard
§ TV Advert
§ Mail (manufacturer)
§ Newspaper Advert
§ Magazine Article
§ Magazine Advert
§ Online Advert
§ Mail (retailer)
§ TV Placement
§ Outdoor Advert
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@KarlHavard
§ Search § Talked with friends/family § Comparison sites § Brand website § Review sites § Retailer website § Article comment” § “Liked” “followed” brand
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@KarlHavard
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@KarlHavard
Yet….
WTF?!
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@KarlHavard
v Paid Search
Activity YouTube Paid Search
Bounce Rate 31% 28%
New Visits 61% 60%
Av’ Pages per Visit
5.89 3.83
Dwell Time 6:06 3:49
Configurator Completions
27% 2%
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@KarlHavard
There’s Social & there’s Social
Website
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@KarlHavard
“Owned” Measurement
Website
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@KarlHavard
“Shared” Measurement
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@KarlHavard
0
1000
2000
3000
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5000
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7000
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9000
Forum Posts Forum Replies
Blog Posts Twitter Mainstream Media
“Conversation” Measurement
But it’s more than that!
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@KarlHavard
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A “Social Favourability” Model
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Brand Comparison Taxonomy: Sentiment & Category
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10
20
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Brand 2
Brand 1
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@KarlHavard
Measurement in Context: Quantitative Metrics
Followers Friends Subscribers Connections “Likes” Referrals Click-Thru’s Open Rates
Views Visits Volume Search Rankings Brand Buzz
Re-Tweets Mentions Links Reviews Shared Comments
Sales Downloads Paid Subscriptions Subscriptions Leads
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@KarlHavard
Summary
§ Map the customer journeys specific to: – Your own consumers and customers
– Your advocates and influencers
§ Clearly define the points of influence – Where you need to be visible
– Right time, right place, right people, right message
§ Agree the right measures for the business – In the context of the entire customer journey
– Not just the easy measures
§ Good place to start: Socially profile your existing database, to understand – Who is where
– Determine “influence”
– What they are saying
– Amplify advocacy
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@KarlHavard
Thank You Karl Havard Strategy Director Wunderman, WPP http://wunderman.co.uk
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard