the new customer journey #rimc15
TRANSCRIPT
The New Customer Journey By Takin Kroop
Takin Kroop Senior Digital Marketer
@takinkroop#fanbooster
We work with some of the biggest brands in the world, as well with some of the smallest.
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The new customer journey
1950 1960 2000 2010
Radio
Television
Source: eMarketer
1950 1960 2000 2010
Radio
Television
Digital
Source: eMarketer
1950 1960 2000 2010
Radio
Television
Digital
Source: eMarketer
1950 1960 2000 2010
Radio
Television
Digital Mobile
Source: eMarketer
1950 1960 2000 2010
Radio
Television
Digital Mobile
Source: eMarketer
1950 1960 2000 2010
Radio
Television
Digital Mobile
Source: eMarketer
We check Facebook through our mobile phones 14 times a day on average.
Source: Facebook
So, what’s in it for you?
On average, more than
1,39B People log into Facebook
every month.
1,19B people monthly via mobile
On average, more than
890M People log into Facebook
every day.
745M people daily via mobile
Source: Facebook
More than one out of every five minutes is spent on Facebook and Instagram.
Source: Facebook
Online Bank
News
Online Bank
News
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Pre-purchase Post purchase
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through social ads and brand-related
posts
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through social ads and brand-related
posts
Building a community based
on trust.
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through social ads and brand-related
posts
Building a community based
on trust.
Offering action through ads and tailored landing
pages
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through digital ads and brand-related
posts
Building a community based
on trust.
Offering action through ads and tailored landing
pages
Measuring feedback and engagement
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through social ads and brand-related
posts
Building a community based
on trust.
Offering action through ads and tailored landing
pages
Measuring feedback and engagement
Social listening and community
management
The New Customer Journey Explained
Raising Awareness
Raising Awareness
Organic reach on Facebook is down to 2% (?)
Raising Awareness
1. Friends you have most interaction with 2. Subjects you’ve shown interest for in the past
Raising Awareness
“The best form of marketing doesn’t feel like marketing.”
Raising Awareness
“Great marketing delivers value, without being intrusive and asking for something in return.”
Raising Awareness
Facebook is no longer free (if it ever was)
Raising Awareness
CONTENT MARKETING
WORD TWEAKING>
Raising Awareness
Great content will still prevail.
Building a community
Building a community
Build your brand. Engage your customers. Drive sales.
Branding. Community. Sales.
Building a community
Branding.Building a community
Community.Building a community
Community.
20-50 | Interested in jogging
Building a community
18-60 | Interested in jogging
Building a community
18-60 | Interested
Building a community
Building a community
18-60 | Interested 18-60 | Interested 18-60 | Interested
Male/Female 20-30 Male/Female 30-40 Male/Female 40-50
Building a community
18-60 | Interested
Female 30-40
Building a community
LET DATA DEFINEYOUR CUSTOMER AUDIENCE.
Takeaway #1
Driving action
Driving action
Landing pages are relevant, now more than ever.
Driving action
The traditional social ad blueprint1. Social ads
Driving action
The traditional social ad blueprint2. The landing page
Driving action
The new social ad blueprint1. Social ads
At least 3 variations, isolating changes to A/B-test for best effect.
Driving action
The new social ad blueprint2. The landing page
At least 2 variations, isolating changes to A/B-test for best effect.
Driving action
The new social ad blueprint3. The pixels
Driving action The new social ad blueprint3. The conversion pixel
Ad #1
Your offer
BUY
Thanks!
Conversion pixel
Ad #1
Ad #1 Ad #2
Ad #3 Ad #4
Facebok Ad Engine
Driving action
Don’t be an adhole.
Driving action
For the love of god, don’t stalk me with ads long after my visit.
Driving action
The new social marketing blueprint3. The pixels
Website Visitors Converted people
Driving action The new social marketing blueprint3. The pixels
Converted people
Website Visitors
SubtractSubtract
PIXELATE YOUR LIFE. But don’t be an adhole.
Takeaway #2
Measuring engagement
Measuring engagement
Get an overview of what’s happening.
Each goal should have it’s own metric.
Measuring engagement
Measuring engagement
Branding
Engagement
Sales
Reach
PTAT%
Conversions
Measuring engagement
National Lampoon’s European Vacation 1985
Measuring engagement
Don’t overanalyze things. Do more of what works.
Don’t get in a circle of analysis paralysis.
Takeaway #2
Brand advocacy
Brand advocacy
Brand advocates
Loyal customers
Fans & followers
1. Monitor the need you’re satisfying
Measuring engagement
Measuring engagement
2. Create a total brand experience
Measuring engagement
3. Have an escalation plan in place
Measuring engagement
4. Focus on the people you know
Measuring engagement
5. Saying ‘sorry’ goes a long way
Measuring engagement
The new social shift
Pre-purchase Post purchase
The New Customer Journey
Awareness Consideration Action Experience Advocacy
Increase visibility through social ads and brand-related
posts
Building a community based
on trust.
Offering action through ads and tailored landing
pages
Measuring feedback and engagement
Social listening and community
management
let your data define your audience.
Pixelate your life. but Don’t be an adhole.
Don’t get in a circle of analysis paralysis.
How to sell 100 apartments through Facebook
How to sell 100 apartments through Facebook
Facebook as the largest source of website traffic.
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fanbooster.comfor more tips and tricks on Facebook marketing.
Connect with me
Takin Kroop Senior Digital Marketer
@takinkroop | @fanbooster [email protected]+47 47 96 00 94