This is the presentation given at Socon2011 (20th October 2011), outlining some thoughts on the part social media can play in the customer and consumer journey as part of an overall multi-channel approach. This also includes a list of measures, in context and some ideas on how this fit together. Key point: Putting the consumer back into the consumer journey.

1. The Social Consumer Journey:
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Measuring the impact: #Socon11
@KarlHavard
@KarlHavard

2. There’s been much talk
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@KarlHavard

3. Buying a Hat
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@KarlHavard

4. What’s Missing?
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@KarlHavard

5. Putting the Consumer back into the Consumer
Journey
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Every “journey is unique to the individual @KarlHavard

6. The Zero Moment of truth
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@KarlHavard

7. § TV Advert
§ Mail (manufacturer)
§ Newspaper Advert
§ Magazine Article
§ Magazine Advert
§ eMail
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§ Online Advert
§ Mail (retailer)
§ TV Placement
§ Outdoor Advert
@KarlHavard

8. § Search
§ Talked with friends/family
§ Comparison sites
§ Brand website
§ Review sites
§ Retailer website @
§ Article comment”
§ “Liked” “followed” brand
@KarlHavard

9. @
@KarlHavard

10. Yet….
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WTF?!
@KarlHavard

11. v Paid Search
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Activity YouTube Paid Search
Bounce Rate 31% 28%
New Visits 61% 60%
Av’ Pages per 5.89 3.83
Visit
Dwell Time 6:06 3:49
Configurator 27% 2%
Completions
@KarlHavard

12. There’s Social & there’s Social
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Website
@KarlHavard

13. “Owned” Measurement
Website
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@KarlHavard

14. “Shared” Measurement
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@KarlHavard

15. “Conversation” Measurement
9000
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6000
5000
4000
at!
3000
n th
2000
tha
1000
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Forum Posts Forum Blog Posts Twitter @
Mainstream
it’s
Replies Media
B ut
@KarlHavard

16. @
@KarlHavard

17. A “Social Favourability” Model
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@KarlHavard

18. Brand Comparison Taxonomy: Sentiment & Category
60
50
40
30
20 @
Brand 2
Brand 1
10
0
@KarlHavard

19. Measurement in Context: Quantitative Metrics
Re-Tweets Views
Mentions Visits
Links Volume
Reviews Search Rankings
Shared Comments Brand Buzz
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Followers
Friends
Sales
Subscribers
Downloads
Connections
Paid Subscriptions
“Likes”
Subscriptions
Referrals
Leads Click-Thru’s
Open Rates
@KarlHavard

20. Summary
§ Map the customer journeys specific to:
– Your own consumers and customers
– Your advocates and influencers
§ Clearly define the points of influence
– Where you need to be visible
– Right time, right place, right people, right message
§ Agree the right measures for the business
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– In the context of the entire customer journey
– Not just the easy measures
§ Good place to start: Socially profile your existing database, to
understand
– Who is where
– Determine “influence”
– What they are saying
– Amplify advocacy
@KarlHavard

21. Thank You
Karl Havard
Strategy Director
Wunderman, WPP
http://wunderman.co.uk
@
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
@KarlHavard