the social consumer journey
DESCRIPTION
The presentation from the digital seminar (02:02:12) for the restaurant leisure industry at Soho House Hotel, London. Organised by Aardvark Media. It contains elements on how technology is changing people's behaviour and expectations, and what brands need to consider in order to meet, or even exceed these.TRANSCRIPT
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@KarlHavard
The Impact of #SocialMedia on the Consumer Journey:
@KarlHavard
Saturday, 4 February 12
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@KarlHavard
It’s people interacting with each other, online and on the move
It’s people choosing to get closer to things that interest them...•Hobbies•Sports•Brands•Celebrities•Other people
What is “Social Media”?
Saturday, 4 February 12
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@KarlHavard
“Customers who engage with companies over social media are more loyal”
“they spend up to 40 percent more with those companies than other customers.”
Saturday, 4 February 12
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@KarlHavard
“Customers who engage with companies over social media are more loyal”
“they spend up to 40 percent more with those companies than other customers.”
iPad conversions are 3.82% compared to 1.9% for desktop
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
@
@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
@
@KarlHavard
The World Wide Web is changing fast...
Saturday, 4 February 12
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@KarlHavard
Technology is changing behaviour
Saturday, 4 February 12
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@KarlHavard
Technology is changing behaviour
Saturday, 4 February 12
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@KarlHavard
The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Saturday, 4 February 12
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@KarlHavard
The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Immediacy
Make it Easy
Mobility
Identity
“Influence”
Accessibility
Connectivity
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Saturday, 4 February 12
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@KarlHavard
Traditional Journey: Moments of Truth
Influence Line
Saturday, 4 February 12
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@KarlHavard
Influences: Putting people into the consumer journey
Saturday, 4 February 12
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@KarlHavard
Influences: Putting people into the consumer journey
Saturday, 4 February 12
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@KarlHavard
The Paradox of Choice: Where, When, What & Who
Saturday, 4 February 12
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@KarlHavard
The Paradox of Choice: Where, When, What & Who
Saturday, 4 February 12
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@KarlHavard
New Journey: The Zero Moment of truth
Saturday, 4 February 12
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@KarlHavard
New Journey: The Zero Moment of truth
Saturday, 4 February 12
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@KarlHavard
Most Common ZMOT Behaviour
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@KarlHavard
Different Perspectives
Brand View Consumer View
Awareness
Interest
Consideration
Conversion
Awareness
Interest
Consideration
Conversion
Experience
Food Service Ambience
Wait Value ClienteleSaturday, 4 February 12
Saturday, 4 February 12
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@KarlHavard
v Paid Search
Saturday, 4 February 12
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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%
Saturday, 4 February 12
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@KarlHavard
Summary
Saturday, 4 February 12
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@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
Saturday, 4 February 12
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@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”– Amplify Advocacy to create awareness, consideration and
conversion
Saturday, 4 February 12
@
@KarlHavard
Summary
§ Really understand your clientele– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”– But don’t confuse them!
§ You need to be visible at the key points of influence– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”– Amplify Advocacy to create awareness, consideration and
conversion
§ Practically...start by socially profiling your email database– Understand the mix
– Listen
– Keep an eye on influence
Saturday, 4 February 12
@
@KarlHavard
Thank YouKarl HavardChief Strategy OfficerWunderman, WPPhttp://wunderman.co.uk
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
Saturday, 4 February 12