Digital Consumer: Engaging your digital audience
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The document discusses how businesses can engage their digital audiences. It outlines the consumer buying process and how social media influences purchase decisions. Consumers are increasingly using social media and mobile devices to research products and get recommendations. The presentation recommends that brands establish a social media strategy to connect with customers and not get "locked out" of influencing purchase decisions. It provides statistics on popular social media sites and how engaged customers benefit companies.
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Digital Consumer: Engaging your digital audience
- 1. Digital Consumer: Engaging your digital audience 1 Digital Marketing Summit 2012 Sallie Burnett sallie@customerinsightgroup.com
- 2. Agenda • Four Ways to Grow Your Business • Customer Buying Process • Social Media’s Influence on Purchase Decision • Brands LOCKED OUT • Q&A
- 3. Four Ways to Grow Your Business
- 4. 1 GET MORE CUSTOMERS
- 5. 2 GET CUSTOMERS TO BUY MORE OFTEN
- 6. 3 GET CUSTOMERS TO BUY MORE PER TRANSACTION
- 7. 4 RETAIN MORE CUSTOMERS
- 8. What Role Does Social Media Play? Four Ways to Grow • Get more customers Your Business • Get customers to buy more often • Get customers to buy more per transaction • Retain more customer
- 9. CUSTOMER BUYING PROCESS YOUR DIGITAL AUDIENCE
- 10. Web 2.0
- 11. Poll Question Christmas 2011: What web brand did US Internet users spend more time on than ANY other website?
- 12. Most Popular Internet Brands US Internet users spend more time on Facebook than ANY other Web brand. Top 9 US Web brands by total minutes in billions, home and work, May 2011 4.3 17.2 4.5 EA YouTube Yahoo 9.5 AOL Media 3.5 Apple Network 4.3 53.5 Ebay Facebook 12.5 9.1 Google MSN/WindowsLive Bing Source: Nielsen 2011 Q3 Social Media Report
- 14. REALIZE A NEED © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 15. OPTIONS INVESTIGATIE © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 16. ASK FRIENDS
- 17. ASK FRIENDS © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 18. RESEARCH Price Types Brands Features Benefits Product Reviews Complaints Customer Service © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 19. PURCHASE © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 20. ASK THE EXPERTS © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 22. Consumers Trust Friends, family, connections have greater influence.
- 23. Social Media’s Influence on Purchase Decision ENGAGING YOUR DIGITAL AUDIENCE
- 24. What sites are CONSUMERS using? Global Study Source: IBM Institute for Business Value analysis. CRM Study 2011
- 25. How do CONSUMERS access social media? Mobile s ocial media u se is on the rise . Source: Nielson 2011 Q3 Social Media Report © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 26. When compared to the average adult internet user, active social networks are… Source: Nielson 2011 Q3 Social Media Report
- 27. BRANDS WITHOUT A SOCIAL MEDIA STRATEGY FIND THEMSELVES LOCKED OUT
- 28. Successful brands meet the customer on their terms
- 29. What sites are Consumers engaging brands? Source: IBM Institute for Business Value analysis. CRM Study 2011 .
- 30. Engaged customers… • Recommend products, services or brand” (58% of company respondents) • Engaged customers are “more likely to convert more readily (44%) • Engaged customers “purchase regularly” (36%) • Engaged customers “less likely to switch supplier” (30%) Source: E-consultancy Engagement Report 2009
- 31. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You! Questions?
- 32. Resources LinkedIn Group http://www.linkedin.com/in/sallieburnett InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary/ Infographs http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide
Notas do Editor
- “ Web 2.0 is about people using technologies to get the things they need from each other — rather than from traditional institutions like corporation.” Groundswell by Charlene Li & Josh Bernoff
- How has the consumer buying process changed?
- The latest research from Forrester cites social media as the fastest growing marketing channel , expected to reach $3.1 billion by 2014.
- How has this change influenced
- Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth in terms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on our survey, that number had swelled to 72 percent by 2010. Notes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People born between 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older). Source: IBM Institute for Business Value analysis. CRM Study 2011 Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study Methodology In October 2010, we conducted two online surveys: The first was completed by 1,056 consumers in the United States, Canada, the United Kingdom, France, Germany, India, China, Australia and Brazil. Participants represented a distribution of ages among Generation Y, Generation X and Baby Boomers, with annual household incomes from US$25,000 to more than US$100,000.6 The second survey went to 351 business executives in the same countries (except Canada). Executives represented companies from the following sectors: Distribution, Communications, Financial Services, Industrial and Public Sector/Healthcare. In addition, to capture qualitative data from executives responsible for social media programs, we conducted 17 interviews in the United States and the United Kingdom. In partnership with Oxford Economics, we also established a Social CRM blog to solicit feedback on Social CRM topics from social media and CRM specialists and other interested individuals.
- Companies large and small are beginning to explore social media as a new marketing avenue,