influencing the moment of truth: utilizing social insights for product marketing

KELLY AUTENRIETH & BRIT FERGUSON

Utilizing Social Insights for Product MarketingInfluencing the Moment of Truth

Introductions

KELLY AUTENRIETHBRIT FERGUSON

Don’t be shyWe’d love your participation

• Ask questions in the session chat

• Tweet about discussion

A download and recording of the webinar will be made available after the event

@brandwatch #brandwatchtips

• Cited as a Leader in the Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016

• 1200+ clients in 20+ international markets

• 98% customer satisfaction• Over 30% of Fortune 100• 300+ employees• International New York/San

Francisco/Brighton/Berlin/Stuttgart/Singapore

Brandwatch

Plan of Action• Defining the moment of truth• Consumer’s actions + your strategy = influencing

the cycle• Visualizing your data • Identifying successful brands • Recap & Q&A

Moment of truth

ZMOT

- Google

They = Consumer

You = Brand

The Search Begins

THEY• Read forums and

reviews• Ask other parents• Identify brands and

product types

YOU• Content planning

and strategy• Influencer identification • Purchase intent

Visualize It

TOP AUTHORS (PHASE 1)

TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2)

TOP SITES (PHASE 1)

Examples

Examples

First Moment of Truth

THEY• Price and product

comparisons• Package Appearance • Where to buy

YOU• Localization • Packaging strategy• Market research

Visualize It

Visualize It

ExamplesFestina Watches Neiman Marcus

Experience & Post-Purchase THEY• Purchase• Additional research for

what might have been missed

• Reading and sharing experiences

• Reconsideration

YOU• Customer service• Customer feedback• Marketing campaigns • Promotions

Visualize It(((I OR we) NEAR/5f (purchased OR bought))

NEAR/10f ("backyard discovery"))

Examples

Recap & Takeaways• You can help influence the Moment of Truth• Keep the consumer at the forefront• Can’t spell they without you• Social data is an always-on approach

Q&A

nyk.brandwatch.com