rodney payne - think! sm - somet 2011
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Passionate Communities
@rodneyp
PURCHASE FUNNEL Awareness
Considera-on
Interest
Purchase
Visit
Repeat & Referal
Tradi&onal Media Social Media
Shotgun Rifle
North American consumers are exposed to hundreds of advertisements per day.
++ -‐-‐
Narrow The Funnel
Awareness
Consideration
Interested
Purchase
Visit
Repeat & Refer
Only 14% of consumers trust advertisements.
78% of consumers trust peer recommendations
Social Purchase funnel Awareness
Consideration
Intent
Book
On Trip
Repeat
Recommend
CONSUMER NEEDS
Exceed expectations
Maintain post-purchase
SOC
IAL M
EDIA
CABARETE, DR
Exceed expectations
Maintain post-purchase
Passion
Influencers
Community
COMMUNITIES FORM AROUND PASSION
PASSIONS OVERLAP
Kite Boarding Windsurfing
Stand Up Paddling
SQUAMISH, BC
TEST OF METAL
Where do you live? Did you stay overnight? Did you visit to pre-ride? How many in your party? Estimate of spend?
ECONOMIC IMPACT STUDY 2006 “Generated $1.7 million in Squamish”
WORK WITH YOUR INDUSTRY
niche niche niche niche niche niche
Des-na-on
Top Down: This des-na-on is a place where you
can do these things
BoBom Up: This des-na-on is the place to do these things
TOP-DOWN, BOTTOM-UP
CASE STUDY: Dallas Superbowl 2011
“Get people talking about Dallas”
Passion
Influencers
Community
Passion
Influencers
Community
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
"Five years ago social media was 3% of our total media spend. Today it’s more than 20% and growing fast."
Destinations are rooted in traditional marketing.
Destinations are rooted in traditional marketing: Focused on the tools.
Destinations are rooted in traditional marketing: Focused on the tools. Broadcasting to large audiences.
Your Job?
Your Job? Break through the politics.
Your Job? Break through the politics. Chip away at the culture.
A DESTINATION THAT MARKETS ITSELF
Product Marketing Delivery
Feedback Manage Community
Extend Relationship
Recommendations Research Customer satisfaction
Research
1. Communication has changed forever
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work. 4. You can’t be everything to everyone
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work. 4. You can’t be everything to everyone 5. Forget top-down, focus on bottom up
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work. 4. You can’t be everything to everyone 5. Forget top-down, focus on bottom up 6. Always listen to consumers before you talk
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work. 4. You can’t be everything to everyone 5. Forget top-down, focus on bottom up 6. Always listen to consumers before you talk 7. Relationships with influencers are key
KEY TAKEAWAYS
1. Communication has changed forever 2. We talk about what we’re interested in 3. The shape of the purchase funnel has
changed. Broadcast doesn’t work. 4. You can’t be everything to everyone 5. Forget top-down, focus on bottom up 6. Always listen to consumers before you talk 7. Relationships with influencers are key 8. Consumers draw each other through the
purchase funnel
KEY TAKEAWAYS
Social Purchase funnel Awareness
Consideration
Intent
Book
On Trip
Repeat
Recommend
do not repeat
repeat
www.thinksocialmedia.com
Rodney Payne @rodneyp
DMOs are organized for business before the internet existed.
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