Download - Catching A Lead In Mid-Air
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Clo Willaerts17 March 2010140 Characters Conference Brussels (#140conf
Catching a lead in mid-airSocial Media vs Lead Generation
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Classic Sales Funnel
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Looks an awful lot like this
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Advertiser vs customers
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Branding
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Targeting
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Sales lead
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I am customer, hear me roar! Kryptonite blog
storm Dell Hell United Breaks
Guitars Kinepolis Gaat
Erover Juwelier
Timmermans vs @kodel
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McKinsey: Customer Decision Journey
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Social media vs social sales Since web 2.0 the
full cycle is visible customer
experiences drive reviews and conversations
Challenge: realtime
Opportunity: catching a lead in
mid-air
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1/6 Initial consideration set habit, tradition,
trust mainly consumer-
driven information sources
visible: fan on Facebook wishlists bio
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1/6 Initial consideration set
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2/6 Trigger: new or improved product
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2/6 Trigger: fashion, seasons
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2/6 Trigger: promotions
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2/6 Trigger: promotions
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(Sex is a bad trigger, too)
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2/6 Trigger: unexpected
e.g. the old one broke, accidents, retail therapy, health issues, death.
Challenges: pain, loss, taboos.
Opportunity: time rapid social sales
response
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2/6 Trigger: life stage
New baby, new job, new boyfriend, new house, ...
target not on demographics but on phase in life
online communities
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3/6 Active evaluation
information gathering
window shopping facts (about how to
use this product): content marketing
testimonials/reviews (what it is like to use this product)
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4/6 Moment of purchase
trust convenience service
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2212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2212.04.23 © Sanoma Magazines
Boeken
CD/DVD/Blu-ray
Muziek in digital formaat (MP3-nummers, albums, etc.)
Computer, hardware en software
Kleine electronica (bv. digitale camera, iPod, GSM, etc.)
Telecom product (internetverbinding, GSM-
abonnement, etc.)
Erotische producten
Financiéle producten (bv. fondsen, aandelen, etc.)
Vakantie, tickets voor vliegtuig of trein
Huishoudelijke toestellen Juwelen / accessoires
Kledij / schoenen
Meubilair
Gezondheidsproducten (bv. dieet, etc.)
Decoratie
Tickets voor evenementen
Films of TV-series in digitaal formaat (geen DVD)
Ander product, nl.
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70%
Offline Purchases
On
lin
e P
urc
hases
Representative Sample
(N = 1010)
Online purchases
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5/6 Postpurchase experience two possibilities:
happy customer ▪ loyalty
unhappy customer▪ customer care▪ rapid social response
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6/6 Loyalty loop
happy customer
WoM fans evangelist
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But it’s not just a cycle
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It’s a dance
Do you know the moves?
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Plus: you’re naked
Know your customers well Social CRM
Transparancy terror