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
© 2012 Altimeter Group
Armed with more information than ever before…5
© 2012 Altimeter Group
… 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.
© 2012 Altimeter Group
… Demanding real-time responses7
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For PowerReviewsMarch 15, 2012
Jeremiah OwyangIndustry Analyst
Customer Journey
© 2012 Altimeter Group
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?”
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Strategy: The Customer Hourglass Framework
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Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
© 2012 Altimeter Group
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
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)
© 2012 Altimeter Group
Source: Ask Your Target Market, Base=2000 US Internet Users, 2011
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Relationships with brands are changing
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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
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The Customer Hourglass looks at the entire experience16
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The Customer Hourglass looks at the entire experience17
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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.
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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.
© 2012 Altimeter Group
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
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The Customer Hourglass looks at the entire experience23
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Diapers.com drives conversation before commerce on Facebook page
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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
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How DellOutlet drives sales with Dialog26
© 2012 Altimeter Group
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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The Customer Hourglass looks at the entire experience28
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Mattel shoppers can shop together, browsing and sharing in real time
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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
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Levi’s incorporates the “Like” button32
Shoppers can “Like” and post comments about products
straight to their Facebook wall
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Levi’s incorporates the “Like” button33
Customers see an instant shopping cart based on previous friend’s “Likes”
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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
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The Customer Hourglass looks at the entire experience35
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Facebook launches group buying deals36
Point of purchase is easily sharable, plus transactions can be
tied to customer social profiles
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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
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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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The Customer Hourglass looks at the entire experience39
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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
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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
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The Customer Hourglass looks at the entire experience43
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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.
© 2012 Altimeter Group
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
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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
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The Customer Hourglass looks at the entire experience48
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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
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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.
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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
© 2012 Altimeter Group
The Customer Hourglass looks at the entire experience56
LearnLearnand
Innovate
© 2012 Altimeter Group© 2011 Altimeter Group
Summary
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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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
43
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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
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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