social's real impact – changing the way people make purchasing decisions
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Social's Real Impact – Changing the Way People Make Purchasing
Decisions
January 28, 2013
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Evolution of Decision Making
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SO HOW ARE WE DOING IT?
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Types of Reviews that Influence Us Today
TAKEAWAY 2: STATS DON’T LIE
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44Source: eMarketer.com
Reasons US Internet Users Go Online Before Making a Purchase
TAKEAWAY 1: STATS DON’T LIE
55Source: eMarketer.com
WHAT GOOGLE HAS TO SAY
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Peer-to-peer online networks have changed the way people discover information, evaluate, and purchase products and services
The decision to buy occurs around people, places and content of interest- known as the “Conversation Layer” and is happening in both owned and un-owned social properties
Consumers joining the “Conversational Layer” represents risk reduction behavior– fundamental when designing a social & content strategy
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Understanding Information Consumption
BUYING BEHAVIOR
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77Source: pardot.com
DARK SOCIAL
8Confidential- Client Name Here 2/15/2013
8Source: kotaku.com
THE INFORMATION BORG
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ONLINE DISCUSSION
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So what are my questions for the audience?
How does this effect my budget?
How does this effect my org chart?
How does this effect relationships with vendors?
What is technology’s role?
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How does this effect
my budget?
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1. Becoming a Publisher – Content
2. Loyalty and Call Center
3. Product Development
4. Reduction in Awareness Media
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HOW DOES THIS EFFECT MY BUDGET?
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How does this effect
my org chart?
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HOW DOES THIS EFFECT MY ORG CHART?
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CMO
V.P. Marketing Channels
V.P. MarketingTechnology
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How does this effect relationships
with vendors?
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1. We have too many of them.
2. Specialists are ruling the day.
3. They better be tech savvy.
4. Where does the big idea come from? Does it matter?
5. Which vendor should I use?
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HOW DOES THIS EFFECT RELATIONSHIPS WITH VENDORS?
17Confidential- Client Name Here 2/15/2013
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What is technology’s
role?
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CMO will have same number of IT folks
reporting to him
or her as the CTO
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WHAT IS TECHNOLOGY’S ROLE?
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So how are we doing it?R2i Case Study
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The 365 degree brand
OUR CLIENTS
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“We aren’t going to advertise anymore, we are going to manage communities.” CMO – Coca Cola
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SO HOW ARE WE DOING IT?
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SO HOW ARE WE DOING IT?
Takeaway 1: Decision Making is the CORE
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Takeaway 2: Decisions are made in the “Conversation Layer”
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SO HOW ARE WE DOING IT?
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Takeaway 3: MAP the Conversation Layer = Strategy
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SO HOW ARE WE DOING IT?
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SO HOW ARE WE DOING IT?
Takeaway 4: Advise all areas of channel activation
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The New Org Chart: Conversation Layer Team
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SO HOW ARE WE DOING IT?
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Leads Dashboard October 1-31, 2012
IMPACT OF DIGITAL MARKETING ON LEADS
FINANCIALS
Social postsEmailPPCRegistrations
KEY TRENDS AND INSIGHTS
• EMAIL: Highest conversion rates driven by emails that provide specific value
• SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering-focused
• PPC: Retargeting is the campaign with the highest rates of conversion
• REGISTRATION: Most attendees encounter 5 touch points before converting
RECOMMENDED ACTIONSCONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT
• Optimize editorial calendar with conversion-driving content
• Redouble Twitter efforts focusing on Partnering-centric content
• Move an additional 20% of PPC budget into retargeting
• Continue coordination of messaging
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SO HOW ARE WE DOING IT?
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Matt Goddard, CEOR2integrated- Digital Marketing & Technology
[P] 410.327.0007 [E] [email protected]: @R2imatt
www.r2integrated.com
KEEP IN TOUCH
Cheryl Dickison, VP of Sales, East Region R2integrated- Digital Marketing & Technology
[P] 703.405.7348 [E] [email protected] Twitter: @cdickison