IMPACT OF E-COMMERCE, SEARCH + SOCIAL IN AFTERMARKET PURCHASING
JUNE 7, 2012
PRESENTED BY STEVE PARKER, JR.
AGENDA 2
• Impact of E-Commerce
• Impact of Search
• Impact of Social
• Impact of Social + Search
IMPACT OF E-COMMERCE
3
CONSUMERS ARE SHOPPING AROUND 4
“I WOULD CHECK DISCOUNT TIRE DIRECT FIRST, THEY HAVE FREE SHIPPING, TIRE RACK DOESN’T. I HAVE CHECKED BOTH (just bought a set for my m/c yesterday) and with the free shipping factored in discount beats tire rack every time, not to mention discount carries Nitto and tire rack doesn't. Source: ls1.com/forums
visit to receive a QUOTE or PRICING.
46% of visitors to a leading auto retailer website visit to check OFFERS + REBATES.
46% visit to research product for PURCHASE.
31%
Source: ls1.com/forums & Proprietary Levelwing Automotive Aftermarket Study, 2012
CONSUMERS LOOK TO OTHERS 5
70% of Americans say they look at product reviews before making a purchase.
Integrating your ratings + reviews is CRUCIAL.
Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
ZERO MOMENT OF TRUTH (ZMOT) 6
(ZMOT) The moment when consumers make choices that affect the success + failure of a brand.
Online comparison shopping is the 3RD MOST POPULAR resource during ZMOT.
Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
IMPACT OF SEARCH
7
SEARCH ENGINES ARE DECISION MAKERS 8
Search is the only form of advertising that FULFILLS DEMAND rather than attempt to create it.
82% who have viewed a company’s website convert into an in-store customer within the first 7 days.
AWARENESS
INTEREST
CONSIDERATION
PURCHASE
Source: Proprietary Levelwing Automotive Aftermarket Study, 2012
SEARCH IS USED FROM THE START 9
2/3 of search traffic to tire/auto-service sites comes from a non-branded search.
Having a well-constructed paid search strategy, consisting of both branded and non-branded terms is a NECESSITY.
Source: Google, 2012
IMPACT OF SOCIAL
10
FACEBOOK ENGAGEMENT ADS ELECTRONAUT SOCIAL BROADCASTER RECRUITMENT
Community Growth
1 Engagement 2
Return on Investment 4 KPIs 3
Four Quadrants of Success
11
HOW SUCCESS IS MEASURED
SEARCH, SOCIAL, OTHER
ALL WEBSITES
WEBSITE CUSTOM
DATABASE
QUOTE
BATTERY QUOTE
SITE VISIT (No Traceable Data
Provided)
APPT.
PURCHASE OCCURS POS DATA CAPTURED
ANALYTICS + TRACKING RETURN ON INVESTMENT 12
EXTRACTING VALUE FROM SOCIAL 13
SOCIAL LEADS TO 1:1 ENGAGEMENT 14
1,000+ Unique negative situations resolved via social platforms this year, with approximately 200 shares that the issue was resolved
Engage in ONE-ON-ONE COVERSATIONS.
AutoTrader has created a private social network to communicate with its thousands of dealers in order to gain FEEDBACK and INSIGHTS
CONFLICT RESOLUTION is not limited to B2C.
Source: Propriety Levelwing Data, 2012
IMPACT OF SOCIAL + SEARCH
15
CREATING INTEREST (AND THEN DEMAND) 16
Social can be used to create interest + awareness, leading to DEMAND.
AWARENESS
INTEREST
CONSIDERATION
PURCHASE
HOLISTIC MESSAGE TESTING 17
Conversational + Messaging Insights
Messaging + Content Rotation are KEY.
ROI Insights
Messaging Insights
Demand
MESSAGE SEQUENCING 18
TOUCH 1 SOCIAL
TOUCH 3 PAID SEARCH
TOUCH 2 DISPLAY
IN-STORE PURCHASE
TOUCH 4 PAID SEARCH
SOCIAL: TWITTER
SOC.TW
DISPLAY: BEHAVIORAL
DIS.BEH
PAID SEARCH: TAIL, GENERAL
SEM.TL.GN
PAID SEARCH: TAIL, GENERAL
SEM.TL.GN
WHO
SKU
PURCHASE
= SEQUENCE ID: 141 56 CONVERSIONS
AVG. ROI $7.42
SUMMARY 19
• Many factors inform customers purchase decisions - use to your advantage
• Silos do not work, have a plan and a strategy - (don’t just do things)
• Cohesion is key - insights should universally apply to your business goals
THANK YOU
20
STEVE PARKER, JR +1.843.631.4587 [email protected] @sparkerjr | levelwing.com
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