36. CONSUMER INTENT MODELING
Researched over 20 Baby sites to identify more CRM Strategy
Digital at the Heart of a than Reviewed 10,000+ Related Terms to Select Categorized All Related Words by Subject, Topic,
200 Trailhead Words Master List of 1,663 Keyword Phrases Category, Semantic Reference, Searcher Task
and Functional Foods Relationship. For more
Estimated Monthly Search Demand over 13 Million than 8,500 Individual Categorizations
Consumer Intent at the
Heart of a Digital Strategy
Key findings
• Importance of pre-natal and first months (e.g. breastfeeding, colic)
• Tools are vital (baby naming, ovulation, feeding charts, recipes...)
• Coupons and sampling
• Specific insights on functional benefits to inform product innovations
37. The trend dominating the agenda of
CRM professionals?
The necessity to adapt to the rapidly
changing ‘social’ consumer. Forrester
43. Listening Participating
for insights from conversations
that drive engagement and
CRM with customers in
authentic conversations
propositions
in the
Social
Activating Engaging
influence in and outside of Era communities with brand value
your customer set exchange wherever they gather
51. QuickTime™ and a
decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=Txn_8V1yZ2Y
52. In order to understand Social Media we need to look at our brands
our consumers
53. Getting started today
• Don’t create a standalone social media strategy — embed it into an existing
programme
• Conversation monitoring — start with the first scan
• Develop rules of engagement for your brand
• Skill up the organisation in social
• Plan your branded value exchange
• Identify your primary community platform
• Call us
54. Don't Wait For Perfect Measurement, Focus On The Bottom Line