SlideShare une entreprise Scribd logo
1  sur  69
Télécharger pour lire hors ligne
SOCIAL ERA
understanding the customer journey in the
Social is a
silver bullet.
Do this and
you will have
overnight
success.
Social is
about
mastering the
tools.
3 THINGS THAT I WON’T TELL YOU:
”“ Tara Hunt

The Whuffie Factor
Social isn’t about the tools. If you
focus on tools, you’ll look like
one.
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
customer
let’s start with the
journey
a story about meatloaf
AndrewDavis
http://www.akadrewdavis.com/ https://youtu.be/IDubyeOWLTk
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
the customer journey is:
non-linear
highly personal
interrupted constantly
noisy
a paradox of choice
completely unpredictable
in the social era,
myth #1:
busy business people don’t have time for the internet.
fact:
According to Google’s studies, 89% of B2B researchers
use the internet during the B2B research process
myth #2:
this is what the CFO making
the decisions looks like
fact:
This is closer to the truth and it’s changing rapidly. According to
Google, nearly half of all B2B researchers are millennials + they
heavily influence purchase decisions.
The Shift in the B2B Researcher Demographic:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
Employee influence on purchase decisions:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
81% of non-
C-Suite
employees
influence
purchase
decisions.
social era
and wth is the
anyway?
HINT: I’m not talking about social media, though that is part of it.
”
“
Nilofer Merchant

11 Rules for the Social Era
If the industrial era was about
building things, the social era is
about connecting things, people, and
ideas.
RULES FOR THE SOCIAL ERA:
1. EVERYTHING is social
2. The lines between social and professional
are blurred
3. The ‘consumer’ is no longer passive - they
are PROsumers
4. Sharing communicates identity - people
share what they want others to think they are
5. Relationships are more important than
ever. Transactional interactions will be
disintermediated by technology.
ARE YOU REALLY BUILDING RELATIONSHIPS?
TRANSACTIONAL
Only interact when you want
something (or when your CRM says to
reach out).
Focus on your value being coverage
and price.
Always Be Closing.
Customer service driven.
RELATIONAL
Really become part of your clients/
contacts lives. Care. Follow. Listen.
Focus on helping your clients figure
out and achieve their goals.
Always Be Listening.
Customer EXPERIENCE driven.
“You’re not in the insurance
business, you’re in the
EXPERIENCE business.”
Competing on price, coverage and service is a race to the bottom and AI/chatbots/
algorithms will outcompete you there every day.
disruptions
not to mention there are a few
MILLENNIALS!
#insurtech
ACA? not even sure .
3 IMPORTANT TAKEAWAYS:
1.
If you’re not at
enough
touchpoints along
the customer
journey, you don’t
exist.
3.
Insurtech will win
in the race to the
bottom of the
price/
convenience war.
Compete on
EXPERIENCE.
2.
You can’t say “we
don’t need social”
because
EVERYTHING is
social. It’s not a
tool, it’s a cultural
shift.
let’s lay some
foundations
to becoming truly social.
traditional b2b tactics:
Cold calling, professional networking, joining local
business groups, buying lists of prospects (to call
and email), advertising seminars/webinars,
encouraging referrals from clients and professional
connections, golf? etc.
Understanding the Customer Journey in the Social Era
direct sales
social is NOT good for
relationships,
but it’s really good at building
trust, bonds, confidence…
a universe of tools to connect with your
audience (or at least stalk them)
if there was EVER a great use for social media, it is to learn more about your audience.
BEING SOCIAL STARTS
WITH KNOWING YOUR
AUDIENCE
listeningshould be 75% of your social plan.
WHO ARE MY CUSTOMERS?
HOW DID THEY FIND ME?
(OR) HOW DID I FIND THEM AND
HAS THIS CHANGED?
WHY DID THEY CHOOSE ME?
WHAT WAS THEIR JOURNEY?
HOW HAS THIS CHANGED?
have you asked:
”“
The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.
Peter Drucker,

Father of Management Theory
WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS:
1. Social Media Platform Analytics
2. Social Intelligence Tools
3. Social Listening
SOCIAL MEDIA PLATFORM ANALYTICS
Social media platforms
offer up everything from
demographics to deeper
psychographics,
interests, and incomes
like Twitter analytics.
https://analytics.twitter.com/
SOCIAL INTELLIGENCE
Social Intelligence tools pull
data from social networks to
analyze interests and affinities
of audiences.
You can tell a lot about people
by who they explicitly follow
online.
(mostly not free, but mind-blowing
and make learning about your
audience instantaneous)
People Who Follow CFO Mag:
….tend to follow multiple business sources (and
entrepreneurs) and are interested in content on:
Financial Analysis, Analytical Skills, Budgeting,
Business Process Improvement/ Management, Risk
Management, Mergers & Acquisitions, Leadership,
Strategic Planning + Financial Modelling.
SOCIAL LISTENING
There are several free
and inexpensive social
listening tools that help
you keep track of the
ongoing conversation
around #insurtech,
#digitalhealth, #HealthIT,
#HRtech and more.
3 IMPORTANT TAKEAWAYS:
1.
Listening is the
most important
function of social.
You’ve never had
so much insight
into your
audience!
3.
There are tons of
free tools to help
you figure out
your audience. All
you need to do to
use them is to
listen.
2.
You need a
strategy and that
strategy will come
from really
understanding
your audience.
CUSTOMER JOURNEY
let’s take a walk through the
and see where else social can help you out...
1. I know you
2. I’m looking for you
3. I’m comparing you to your
competition
4. I’m buying from you
5. I’m using your product
6. I’m reviewing you
THE CUSTOMER JOURNEY
1.AWARE2.SEARCH
3.DECIDE
4.TRANSACT
5.USE
6.ADVOCATE
p.s. It is actually NOT as neat and clear as this, it just
looks that way to be pretty to look at.
Understanding the Customer Journey in the Social Era
AWARENESS
AWARE
Customer’s state:
Isn’t looking for you, hasn’t
heard of you. Lots of other
things on their minds.
Another word for increasing
awareness is ‘prospecting’.
ACTIVELY RESEARCHING POTENTIAL
LEADS ON SOCIAL
Using social intelligence
tools - like LinkedIN’s
Sales Navigator - to
identify and ‘stalk’ potential
leads.
https://www.linkedin.com/sales
SOCIAL THAT LEADS TO
PROSPECTING
When online influencers share your
excellent online content with their
audience, creating a buzz.
SEARCH
SEARCH
Customer’s state:
Actively looking and researching for
a good option in your product
category.
It is better if you are already part of
the consideration (built awareness),
but there are other ways to get you
in the search path.
SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER
IS RESEARCHING
Blog posts, YouTube videos,
Tweets and other fresh
content ranks very high in
Google Search results.
Zane Benefits is on PAGE 1 of
a search for “employee
benefits” because of their blog
content.
BLOG
CONTENT
!
DECIDE
DECIDE
Customer’s state:
Narrowing down options to
find the very best one. Most
likely made her mind up, but
may be swayed by reviews
and differentiation.
MOST CUSTOMERS HAVE ALREADY DECIDED
BEFORE THEY CALL YOU
“Today's business buyers do not
contact suppliers directly until 57
percent of the purchase
process is complete.
The challenge for marketers is to be present
in these channels at all times with content
that educates buyers and helps guide
commercial decisions.”
B2B’s Digital Revolution, Think With Google
https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER
TO CHOOSE YOU
When it comes to making a
decision, it’s not just about price.
If you have social content (helpful
videos and posts) and lots of
people talking about you positively,
it will help to steer the decision in
your favour.
TRANSACT
Customer’s state:
Time to purchase! The
customer is having their first
experience with your
product.
TRANSACT
SOCIAL THAT CAN HELP THE
ONBOARDING EXPERIENCE
Helpful content can make the difference
between a new customer being lost and feeling
educated.
One of the videos in particular generated close to
$30,000 of revenue. “And it all had to do with the
fact that we were answering questions that, at the
time, weren’t even on the NYS [New York State]
Department of Insurance’s website,” (Ryan) Hanley
said.
State of Content Marketing: Insurance
Contently, July 1, 2015
https://contently.com/strategist/2015/07/01/state-of-content-marketing-insurance
https://www.youtube.com/watch?v=gyrt84STlgE
UTILIZE
UTILIZE
Customer’s state:
They’ve signed up. But how
can you enhance their
experience?
DEEPENING CLIENT RELATIONSHIPS
THROUGH CONTENT
https://www.youtube.com/watch?v=bXtlh_Ei5hc
ADVOCATE
ADVOCATE
Customer’s state:
They love you (of course!),
now how can you give them
the tools to help them spread
the word?
Every time you or a happy customer posts
online, you create another opportunity to
appear along another customer’s journey.
3 Final Takeaways
1.
The customer’s
journey is
complex, non-
linear, and
CONSTANT. You
never know when
an impression can
be made.
3.
Dismissing social
as part of your
growth strategy, is
dismissing
multiple
opportunities.
Your competitors
won’t.
2.
No matter where
your potential
customers are on
their journey, you
can be there with
social. Social is
really great at
building trust.
”“ Terry Golesworthy,

President of the Customer Respect Group
Offering ongoing advice is now critical with today’s
consumer choosing products and suppliers not on
the advice of a single expert at a single moment in
time, but on an accumulation of information from a
variety of sources over a period.
Hmmmmm…maybe this
isn’t just a bunch of
malarky after all…
you?
THANK YOU!
Tara Hunt, President
Truly Social Inc.
http://www.trulysocial.ca
http://www.youtube.com/tarahunt
http://twitter.com/missrogue
tara@trulysocial.ca

Contenu connexe

Tendances

Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
 
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
 
Be Seen, Be Found
Be Seen, Be FoundBe Seen, Be Found
Be Seen, Be FoundEric Weaver
 
Content Marketing Like a Real Company
Content Marketing Like a Real CompanyContent Marketing Like a Real Company
Content Marketing Like a Real CompanyMichael King
 
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Michael Brito | Zeno Group
 
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
 
How to launch a product with your community
How to launch a product with your communityHow to launch a product with your community
How to launch a product with your communityLoic Le Meur
 
Hanson Hosein: Storyteller Uprising Fall 2013
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein: Storyteller Uprising Fall 2013
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein
 
Amplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing PlanAmplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing PlanCarole Lamarque
 
Amplifying Storytelling with Influencer Marketing
Amplifying Storytelling with Influencer MarketingAmplifying Storytelling with Influencer Marketing
Amplifying Storytelling with Influencer MarketingCarole Lamarque
 
SXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and LearningsSXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and Learningssalomon dayan
 
What the Internet of Things Really Means - For Marketers and Digital Agencies
What the Internet of Things Really Means - For Marketers and Digital AgenciesWhat the Internet of Things Really Means - For Marketers and Digital Agencies
What the Internet of Things Really Means - For Marketers and Digital AgenciesZach Pousman
 
2016 Social Media Survival Guide
2016 Social Media Survival Guide2016 Social Media Survival Guide
2016 Social Media Survival GuideSocialtyze
 
Content as Value Creation Tool
Content as Value Creation ToolContent as Value Creation Tool
Content as Value Creation ToolRichard Fraser
 
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Doyle Buehler
 
Social Media Series: Tweet for Success 2017
Social Media Series: Tweet for Success 2017Social Media Series: Tweet for Success 2017
Social Media Series: Tweet for Success 2017Julia Campbell
 
Marketing & PR for Startups: London Edition
Marketing & PR for Startups: London EditionMarketing & PR for Startups: London Edition
Marketing & PR for Startups: London EditionCourtney Myers
 
How to promote your brand in social networks
How to promote your brand in social networksHow to promote your brand in social networks
How to promote your brand in social networksLoic Le Meur
 
Social Media
Social MediaSocial Media
Social MediaAlex Wong
 

Tendances (20)

Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Communicate Your Value - and Brand Yourself to Win (Designer Edition)
Communicate Your Value - and Brand Yourself to Win (Designer Edition)
 
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
 
Be Seen, Be Found
Be Seen, Be FoundBe Seen, Be Found
Be Seen, Be Found
 
Content Marketing Like a Real Company
Content Marketing Like a Real CompanyContent Marketing Like a Real Company
Content Marketing Like a Real Company
 
2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA2015 Social Media Trends - GCAA
2015 Social Media Trends - GCAA
 
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
 
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
 
How to launch a product with your community
How to launch a product with your communityHow to launch a product with your community
How to launch a product with your community
 
Hanson Hosein: Storyteller Uprising Fall 2013
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein: Storyteller Uprising Fall 2013
Hanson Hosein: Storyteller Uprising Fall 2013
 
Amplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing PlanAmplifying Storytelling in your Marketing Plan
Amplifying Storytelling in your Marketing Plan
 
Amplifying Storytelling with Influencer Marketing
Amplifying Storytelling with Influencer MarketingAmplifying Storytelling with Influencer Marketing
Amplifying Storytelling with Influencer Marketing
 
SXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and LearningsSXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and Learnings
 
What the Internet of Things Really Means - For Marketers and Digital Agencies
What the Internet of Things Really Means - For Marketers and Digital AgenciesWhat the Internet of Things Really Means - For Marketers and Digital Agencies
What the Internet of Things Really Means - For Marketers and Digital Agencies
 
2016 Social Media Survival Guide
2016 Social Media Survival Guide2016 Social Media Survival Guide
2016 Social Media Survival Guide
 
Content as Value Creation Tool
Content as Value Creation ToolContent as Value Creation Tool
Content as Value Creation Tool
 
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
 
Social Media Series: Tweet for Success 2017
Social Media Series: Tweet for Success 2017Social Media Series: Tweet for Success 2017
Social Media Series: Tweet for Success 2017
 
Marketing & PR for Startups: London Edition
Marketing & PR for Startups: London EditionMarketing & PR for Startups: London Edition
Marketing & PR for Startups: London Edition
 
How to promote your brand in social networks
How to promote your brand in social networksHow to promote your brand in social networks
How to promote your brand in social networks
 
Social Media
Social MediaSocial Media
Social Media
 

Similaire à Understanding the Customer Journey in the Social Era

Measuring your social media impact
Measuring your social media impactMeasuring your social media impact
Measuring your social media impactDestination Canada
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSymbio Agency Ltd
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Aventis School of Management
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersJill Sida
 
Analyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social EngagementAnalyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social Engagementahorsepubs
 
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Dr. Natalie Petouhoff
 
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial
 
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Kevin K. Lau
 
America's Next Top Multifamily Marketer
America's Next Top Multifamily MarketerAmerica's Next Top Multifamily Marketer
America's Next Top Multifamily MarketerChantelle Flannery
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaMatt Weeks
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaGrant Bentley
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social MediaWilliam Mathurai
 
9 Things You Need to Know About Social Selling
9 Things You Need to Know About Social Selling9 Things You Need to Know About Social Selling
9 Things You Need to Know About Social SellingBarbara Giamanco
 
2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
 
June 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxJune 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxLCpublicrelations
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for BusinessJessie Carter
 

Similaire à Understanding the Customer Journey in the Social Era (20)

Measuring your social media impact
Measuring your social media impactMeasuring your social media impact
Measuring your social media impact
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
 
Your Brand: The Next Media Company
Your Brand: The Next Media CompanyYour Brand: The Next Media Company
Your Brand: The Next Media Company
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2
 
5 Hidden Factors Driving Complexity
5 Hidden Factors Driving Complexity5 Hidden Factors Driving Complexity
5 Hidden Factors Driving Complexity
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought Leaders
 
Analyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social EngagementAnalyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social Engagement
 
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'a
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
 
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon app
 
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
 
America's Next Top Multifamily Marketer
America's Next Top Multifamily MarketerAmerica's Next Top Multifamily Marketer
America's Next Top Multifamily Marketer
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
How to Qualify Leads via Social Media
How to Qualify Leads via Social MediaHow to Qualify Leads via Social Media
How to Qualify Leads via Social Media
 
9 Things You Need to Know About Social Selling
9 Things You Need to Know About Social Selling9 Things You Need to Know About Social Selling
9 Things You Need to Know About Social Selling
 
2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process2011 Social Buzz Awards - Observations From The Judging Process
2011 Social Buzz Awards - Observations From The Judging Process
 
June 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxJune 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptx
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for Business
 

Plus de Tara Hunt

Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Tara Hunt
 
The Revolution will not be Televised...but if you're lucky, it'll be memed.
The Revolution will not be Televised...but if you're lucky, it'll be memed.The Revolution will not be Televised...but if you're lucky, it'll be memed.
The Revolution will not be Televised...but if you're lucky, it'll be memed.Tara Hunt
 
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...Tara Hunt
 
The Future of Influence - how the audience, content + media is changing how a...
The Future of Influence - how the audience, content + media is changing how a...The Future of Influence - how the audience, content + media is changing how a...
The Future of Influence - how the audience, content + media is changing how a...Tara Hunt
 
How to REALLY unlock word-of-mouth
How to REALLY unlock word-of-mouthHow to REALLY unlock word-of-mouth
How to REALLY unlock word-of-mouthTara Hunt
 
Moving Towards Insights-Driven Strategies
Moving Towards Insights-Driven StrategiesMoving Towards Insights-Driven Strategies
Moving Towards Insights-Driven StrategiesTara Hunt
 
Furry Influencers and Their Fans
Furry Influencers and Their FansFurry Influencers and Their Fans
Furry Influencers and Their FansTara Hunt
 
The Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsThe Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsTara Hunt
 
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopReal Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopTara Hunt
 
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto Launch
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto LaunchFinding My Voice + Learning to Trust my Gut - from LeanIN Toronto Launch
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto LaunchTara Hunt
 
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Tara Hunt
 
11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer MerchantTara Hunt
 
The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)Tara Hunt
 
How to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceHow to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceTara Hunt
 
Blissdom Panel Slides
Blissdom Panel SlidesBlissdom Panel Slides
Blissdom Panel SlidesTara Hunt
 
The 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toThe 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toTara Hunt
 
So you want to do a startup, eh?
So you want to do a startup, eh?So you want to do a startup, eh?
So you want to do a startup, eh?Tara Hunt
 
Emotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataEmotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataTara Hunt
 
The Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkThe Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkTara Hunt
 
You Don't Build Homes
You Don't Build HomesYou Don't Build Homes
You Don't Build HomesTara Hunt
 

Plus de Tara Hunt (20)

Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)
 
The Revolution will not be Televised...but if you're lucky, it'll be memed.
The Revolution will not be Televised...but if you're lucky, it'll be memed.The Revolution will not be Televised...but if you're lucky, it'll be memed.
The Revolution will not be Televised...but if you're lucky, it'll be memed.
 
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...
 
The Future of Influence - how the audience, content + media is changing how a...
The Future of Influence - how the audience, content + media is changing how a...The Future of Influence - how the audience, content + media is changing how a...
The Future of Influence - how the audience, content + media is changing how a...
 
How to REALLY unlock word-of-mouth
How to REALLY unlock word-of-mouthHow to REALLY unlock word-of-mouth
How to REALLY unlock word-of-mouth
 
Moving Towards Insights-Driven Strategies
Moving Towards Insights-Driven StrategiesMoving Towards Insights-Driven Strategies
Moving Towards Insights-Driven Strategies
 
Furry Influencers and Their Fans
Furry Influencers and Their FansFurry Influencers and Their Fans
Furry Influencers and Their Fans
 
The Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsThe Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup Dreams
 
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopReal Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
 
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto Launch
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto LaunchFinding My Voice + Learning to Trust my Gut - from LeanIN Toronto Launch
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto Launch
 
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
 
11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant
 
The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)
 
How to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceHow to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presence
 
Blissdom Panel Slides
Blissdom Panel SlidesBlissdom Panel Slides
Blissdom Panel Slides
 
The 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toThe 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have to
 
So you want to do a startup, eh?
So you want to do a startup, eh?So you want to do a startup, eh?
So you want to do a startup, eh?
 
Emotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataEmotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste data
 
The Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkThe Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talk
 
You Don't Build Homes
You Don't Build HomesYou Don't Build Homes
You Don't Build Homes
 

Understanding the Customer Journey in the Social Era

  • 1. SOCIAL ERA understanding the customer journey in the
  • 2. Social is a silver bullet. Do this and you will have overnight success. Social is about mastering the tools. 3 THINGS THAT I WON’T TELL YOU:
  • 3. ”“ Tara Hunt
 The Whuffie Factor Social isn’t about the tools. If you focus on tools, you’ll look like one.
  • 4. Hmmmmm…maybe this isn’t just a bunch of malarky after all…
  • 6. a story about meatloaf
  • 10. the customer journey is: non-linear highly personal interrupted constantly noisy a paradox of choice completely unpredictable in the social era,
  • 11. myth #1: busy business people don’t have time for the internet. fact: According to Google’s studies, 89% of B2B researchers use the internet during the B2B research process
  • 12. myth #2: this is what the CFO making the decisions looks like
  • 13. fact: This is closer to the truth and it’s changing rapidly. According to Google, nearly half of all B2B researchers are millennials + they heavily influence purchase decisions.
  • 14. The Shift in the B2B Researcher Demographic: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
  • 15. Employee influence on purchase decisions: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/ 81% of non- C-Suite employees influence purchase decisions.
  • 16. social era and wth is the anyway?
  • 17. HINT: I’m not talking about social media, though that is part of it.
  • 18. ” “ Nilofer Merchant
 11 Rules for the Social Era If the industrial era was about building things, the social era is about connecting things, people, and ideas.
  • 19. RULES FOR THE SOCIAL ERA: 1. EVERYTHING is social 2. The lines between social and professional are blurred 3. The ‘consumer’ is no longer passive - they are PROsumers 4. Sharing communicates identity - people share what they want others to think they are 5. Relationships are more important than ever. Transactional interactions will be disintermediated by technology.
  • 20. ARE YOU REALLY BUILDING RELATIONSHIPS? TRANSACTIONAL Only interact when you want something (or when your CRM says to reach out). Focus on your value being coverage and price. Always Be Closing. Customer service driven. RELATIONAL Really become part of your clients/ contacts lives. Care. Follow. Listen. Focus on helping your clients figure out and achieve their goals. Always Be Listening. Customer EXPERIENCE driven.
  • 21. “You’re not in the insurance business, you’re in the EXPERIENCE business.” Competing on price, coverage and service is a race to the bottom and AI/chatbots/ algorithms will outcompete you there every day.
  • 22. disruptions not to mention there are a few
  • 25. ACA? not even sure .
  • 26. 3 IMPORTANT TAKEAWAYS: 1. If you’re not at enough touchpoints along the customer journey, you don’t exist. 3. Insurtech will win in the race to the bottom of the price/ convenience war. Compete on EXPERIENCE. 2. You can’t say “we don’t need social” because EVERYTHING is social. It’s not a tool, it’s a cultural shift.
  • 27. let’s lay some foundations to becoming truly social.
  • 28. traditional b2b tactics: Cold calling, professional networking, joining local business groups, buying lists of prospects (to call and email), advertising seminars/webinars, encouraging referrals from clients and professional connections, golf? etc.
  • 30. direct sales social is NOT good for
  • 31. relationships, but it’s really good at building trust, bonds, confidence…
  • 32. a universe of tools to connect with your audience (or at least stalk them) if there was EVER a great use for social media, it is to learn more about your audience.
  • 33. BEING SOCIAL STARTS WITH KNOWING YOUR AUDIENCE
  • 34. listeningshould be 75% of your social plan.
  • 35. WHO ARE MY CUSTOMERS? HOW DID THEY FIND ME? (OR) HOW DID I FIND THEM AND HAS THIS CHANGED? WHY DID THEY CHOOSE ME? WHAT WAS THEIR JOURNEY? HOW HAS THIS CHANGED? have you asked:
  • 36. ”“ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter Drucker,
 Father of Management Theory
  • 37. WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS: 1. Social Media Platform Analytics 2. Social Intelligence Tools 3. Social Listening
  • 38. SOCIAL MEDIA PLATFORM ANALYTICS Social media platforms offer up everything from demographics to deeper psychographics, interests, and incomes like Twitter analytics. https://analytics.twitter.com/
  • 39. SOCIAL INTELLIGENCE Social Intelligence tools pull data from social networks to analyze interests and affinities of audiences. You can tell a lot about people by who they explicitly follow online. (mostly not free, but mind-blowing and make learning about your audience instantaneous)
  • 40. People Who Follow CFO Mag: ….tend to follow multiple business sources (and entrepreneurs) and are interested in content on: Financial Analysis, Analytical Skills, Budgeting, Business Process Improvement/ Management, Risk Management, Mergers & Acquisitions, Leadership, Strategic Planning + Financial Modelling.
  • 41. SOCIAL LISTENING There are several free and inexpensive social listening tools that help you keep track of the ongoing conversation around #insurtech, #digitalhealth, #HealthIT, #HRtech and more.
  • 42. 3 IMPORTANT TAKEAWAYS: 1. Listening is the most important function of social. You’ve never had so much insight into your audience! 3. There are tons of free tools to help you figure out your audience. All you need to do to use them is to listen. 2. You need a strategy and that strategy will come from really understanding your audience.
  • 43. CUSTOMER JOURNEY let’s take a walk through the and see where else social can help you out...
  • 44. 1. I know you 2. I’m looking for you 3. I’m comparing you to your competition 4. I’m buying from you 5. I’m using your product 6. I’m reviewing you THE CUSTOMER JOURNEY 1.AWARE2.SEARCH 3.DECIDE 4.TRANSACT 5.USE 6.ADVOCATE p.s. It is actually NOT as neat and clear as this, it just looks that way to be pretty to look at.
  • 47. AWARE Customer’s state: Isn’t looking for you, hasn’t heard of you. Lots of other things on their minds. Another word for increasing awareness is ‘prospecting’.
  • 48. ACTIVELY RESEARCHING POTENTIAL LEADS ON SOCIAL Using social intelligence tools - like LinkedIN’s Sales Navigator - to identify and ‘stalk’ potential leads. https://www.linkedin.com/sales
  • 49. SOCIAL THAT LEADS TO PROSPECTING When online influencers share your excellent online content with their audience, creating a buzz.
  • 51. SEARCH Customer’s state: Actively looking and researching for a good option in your product category. It is better if you are already part of the consideration (built awareness), but there are other ways to get you in the search path.
  • 52. SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER IS RESEARCHING Blog posts, YouTube videos, Tweets and other fresh content ranks very high in Google Search results. Zane Benefits is on PAGE 1 of a search for “employee benefits” because of their blog content. BLOG CONTENT !
  • 54. DECIDE Customer’s state: Narrowing down options to find the very best one. Most likely made her mind up, but may be swayed by reviews and differentiation.
  • 55. MOST CUSTOMERS HAVE ALREADY DECIDED BEFORE THEY CALL YOU “Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions.” B2B’s Digital Revolution, Think With Google https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
  • 56. SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER TO CHOOSE YOU When it comes to making a decision, it’s not just about price. If you have social content (helpful videos and posts) and lots of people talking about you positively, it will help to steer the decision in your favour.
  • 58. Customer’s state: Time to purchase! The customer is having their first experience with your product. TRANSACT
  • 59. SOCIAL THAT CAN HELP THE ONBOARDING EXPERIENCE Helpful content can make the difference between a new customer being lost and feeling educated. One of the videos in particular generated close to $30,000 of revenue. “And it all had to do with the fact that we were answering questions that, at the time, weren’t even on the NYS [New York State] Department of Insurance’s website,” (Ryan) Hanley said. State of Content Marketing: Insurance Contently, July 1, 2015 https://contently.com/strategist/2015/07/01/state-of-content-marketing-insurance https://www.youtube.com/watch?v=gyrt84STlgE
  • 61. UTILIZE Customer’s state: They’ve signed up. But how can you enhance their experience?
  • 62. DEEPENING CLIENT RELATIONSHIPS THROUGH CONTENT https://www.youtube.com/watch?v=bXtlh_Ei5hc
  • 64. ADVOCATE Customer’s state: They love you (of course!), now how can you give them the tools to help them spread the word?
  • 65. Every time you or a happy customer posts online, you create another opportunity to appear along another customer’s journey.
  • 66. 3 Final Takeaways 1. The customer’s journey is complex, non- linear, and CONSTANT. You never know when an impression can be made. 3. Dismissing social as part of your growth strategy, is dismissing multiple opportunities. Your competitors won’t. 2. No matter where your potential customers are on their journey, you can be there with social. Social is really great at building trust.
  • 67. ”“ Terry Golesworthy,
 President of the Customer Respect Group Offering ongoing advice is now critical with today’s consumer choosing products and suppliers not on the advice of a single expert at a single moment in time, but on an accumulation of information from a variety of sources over a period.
  • 68. Hmmmmm…maybe this isn’t just a bunch of malarky after all… you?
  • 69. THANK YOU! Tara Hunt, President Truly Social Inc. http://www.trulysocial.ca http://www.youtube.com/tarahunt http://twitter.com/missrogue tara@trulysocial.ca