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Social Media Club
Customer Decision Journeys and Social CRM
Steve Dimakis 20 November 2013

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About GSL Promotus
GSL Promotus
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New Zealand’s newest advertising agency
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The merger of two of the longest standing and most successful
independent agencies in Wellington.
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GSL Promotus has a passion for Social Media and how it can facilitate
brands being more customer centric.
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About Me
A brief history
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Worked in ad industry since 1999
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Agency, media supplier and client side
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Started learning everything I could about Social Media so I could
disprove its worth…
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…that changed really quickly!!!
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Some clients I have worked on:
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About Me
What good social media strategy is to me…
Using a network of channels aligned to customer decision journeys
that house discoverable, searchable and shareable content that;
adds value, solves problems or entertains so as to; inform, interact
and transact with a very well targeted audience for the purposes of
achieving a business objective.
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What We Will Cover Today
The New Customer Decision Journey
Aligning Marketing Efforts & Touch Points
Social CRM
McKinsey & Company
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The New Customer Decision Journey

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Customer Decision Journey
Purchase Funnel
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Change
The way in which consumers are researching & buying is changing
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New technology
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Consumer empowerment
From relying on advertising to reaching out to understand their options
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Family & Friends
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Blogs
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The interweb
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Customer Decision Journey
Purchase Funnel
Our current environment
1. Not a linear process
2. Not wide to narrow
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The New Customer Decision Journey
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Aligning Marketing Efforts & Touch Points

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Aligning Marketing Efforts & Touch Points
Understanding the importance of both brand driven and consumer driven
touch points
Brand Driven Touch Points
(Advertising, Content, Information)
Consumer Driven Touch Points
(Seeking advice from friends & family, reviews)
Consumers get their information about you from both sets of touch points
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Aligning Marketing Efforts & Touch Points
Aligning marketing efforts to how consumers are researching and buying
• Discoverable, searchable, shareable content
The risks of not doing this
1. Wasting money
2. Alienating consumers
Areas of consideration for alignment
1. Where marketing priorities are set
2. Messaging – Targeting messages beyond the initial consideration
3. Consumer driven vehicles – Making it easy for consumers to learn how to
use products
4. In store – brand choice often made in store.
5. Seamless brand experience across CDJ
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The New Customer Decision Journey
It starts with ongoing exposure
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The New Customer Decision Journey
Then there is a trigger
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The New Customer Decision Journey
McKinsey & Company
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Initial Consideration Set
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing Efforts
Social media has a
significant part to
play in active
research to ensure
your content is
discovered
allowing you to be
part of the
consideration set
Discoverable
Searchable
Shareable
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Consideration Set From Active Research
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing Efforts
Discoverable
Searchable
Shareable
Searchable
social content
is extremely
important
here and
social media
has an
impact on
SEO and SEM
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Selection Made
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The New Customer Decision Journey
McKinsey & Company
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Aligning Marketing Efforts
Social media
has a very
obvious part to
play in
facilitaitng
Sharing about
the experience
post-purchase
Discoverable
Searchable
Shareable
Fostering loyalty
is one of social
media’s biggest
strengths if it
executed properly
and the content
being shared as
part of your
brand driven
touch points is
well thought out
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Active or Passive Loyalty
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The New Customer Decision Journey
1. Consideration
Narrow list of brands
2. Active Evaluation
Increase the number of brands considered
Intent on purchasing
Actively researching
Paying more attention to advertising
3. Closure
Deciding which brand to buy
4. Post Purchase Experience & Loyalty Loop
Active
Passive
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Social CRM

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Social CRM
'Practicality Plateau' of social media
Social media is present throughout the customer decision
journey.
Using Social CRM tactics will provide you with the data
you need to further leverage your aligned marketing
efforts to actively retain, grow and build your customer
base.
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Social CRM
There are over 115,000 unique pieces of data you can find out
about your consumers
These are things like:
Check Ins
Likes
Demographic Data
Products bought
Friends
Friends Demographic Data
Friends' likes
Products wanted
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Social CRM
Some Facebook tools:
Use Facebook Connect for logging into your site so you can collect
data
Display trending activity on your site by using the data that comes
out of Facebook Connect
Foster social recommendation by using ads with social proof - like
brand follower, app user etc
Use Facebook Exchange to retarget your anonymous browsers
Use Facebook Custom Audiences and Lookalikes to campaign to
existing customers and acquire new ones that fit your customer
mold.
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Key Takeaways

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Key Takeaways
Align your marketing efforts to your consumers’ decision journey
Use a mixture of brand driven and consumer driven touch points
Create content that adds value, solves problems and/or entertains
Segment your audience into even more target sub-sets
Place your content where it is discoverable, searchable and shareable
Align your content and channels so consumers can use them to inform,
interact and transact with you
Use social media strategies and tactics to achieve business goals
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