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SOCIAL ERA
understanding the customer journey in the
by: Tara Hunt, Truly Social Inc.
8 months ago, I presented a version of this
presentation to your colleagues.
THEN(5 employees)
NOW(12 employees + still hiring!)
NEEDED: a good benefits package!
p.s. In Canada, our average cost per employee per year is around $1,200 (compared
to $9,727 in the US) and there are no rules about having to pay for health coverage
(as we have free public healthcare), but it’s necessary to attract talent!
Stimulus /
Trigger
Growing team.
Needed to think
about employee
retention and
talent attraction!
search
asking
colleagues
reading
reviews
my customer journey
Your Customer's Journey in the Social Era
SO many questions!
1. What’s the standard insurance offered in my industry?
2. How much should the company pay for versus the
employee?
3. Should we pay for family benefits, or have the employee
pay for that?
4. What *should* the benefits cost?
5. 80%? 100%? Mental health? Life? D&D?
So many different answers. So many different approaches. So
much confusion!
I googled everything. My assistant called around. I went back and
forth to various Slack, Facebook, and LinkedIN groups...and
finally...
FINALLY!our health benefits information session…!
of course, they’re pretty great at social ;P
did I choose Harry James Group because of their social media presence?
NOit was actually a referral after a search
after another recommendation that led
nowhere.
...but the content, itself, did make the
choice pretty easy.
welllll….
lessons learned:
1. There is little to no content out there that helps small businesses navigate this
step
2. Knowing how the “system” works is confusing
3. Figuring out industry standards is impossible (and it most likely ranges a great
deal in different areas)
4. Employees want everything, but don’t understand what they’re getting
5. The first person who had any information available that made this less stressful
is where I spent my money!
customer
let’s talk about the
journey
the customer journey is:
non-linear
highly personal
interrupted constantly
noisy
a paradox of choice
completely unpredictable
in the social era,
Your Customer's Journey in the Social Era
Story: “I saw your big announcement”
“...we work with several small businesses like
yours who are growing. I believe we might have
some ideas for you to improve your health
benefit program…”
lesson #1:
the customer journey is unpredictable and varied, so anything you
can do to show up along that journey will help you lead to a sale.
the decision
let’s talk about your customers:
makers
myth #1:
busy decision makers 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.
lesson #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 the
foundation
to becoming truly social.
there is a huge 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 the vast majority 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
THANKS TO SOCIAL, 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/
Facebook Audience Insights (free)
In Facebook’s business manager, you
can see all sorts of interesting
information about specific audiences.
Search:
Job Titles: Business and Finance,
Corporation

Location: United States of America

Age: 30+
15,000-20,000 monthly active FB
Users.
LinkedIN Insights
LinkedIN has all sorts of insights into who
is visiting your Company Page, reading or
watching your content, viewing your
profile, and more!
SOCIAL INTELLIGENCE TOOLS
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.
(not free, but mind-blowing
and make learning about your
audience instantaneous)
Affinities for people who talk about (or read about)
employee benefits:
People who mention the phrase
“employee benefits” on Twitter, have the
following affinities:
● Health
● Insurance Industry
● Finance
● Health Care
● Affordable Care Act
● Management
● Law
● Entrepreneurship
● Leadership
● World News
● Science And Technology
● California
● Basketball
● Tennis
● Sales
● Local Business
And this is what they
talk about...
This is practically a roadmap for the kind
of content you should be creating to
attract your audience!
Data pulled from the past two years
across:
● News (55%)
● Twitter (38%)
● Forums (4%)
● Reddit (2%)
● Blogs (1%)
288,533 posts
You can even find the thought leaders
they follow:
There are lots of tools to find out
who your audience follows. We use
Klear to find out who is influential
for a particular segment.
This is just a snapshot of the CFO
influencers.
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.
Tweetdeck (by Twitter)
LinkedIN Sales Navigator
Probably one of the most powerful
tools available for social listening,
LinkedIN’s Sales Navigator will tell
you when people and companies you
follow make any changes that may
create opportunities for sales:
● Company growth
● People moving between
companies + getting
promotions
● Shared articles/posts
● Suggest new leads for you
● Mentions in the news
● And more!
lesson #3:
Listening is the most important function of social. You’ve never
had so much insight into your audience (and lots of free tools)!
If you aren’t using social, you will miss out.
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
p.s. It is actually NOT as neat and clear as this, it just
looks that way to be pretty to look at.
Your Customer's 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.
Get in front of your future
customers early, so they think of
you when they need you.
SOCIAL ADS/BOOSTED CONTENT
Social ads will help raise
awareness if targeted
correctly to the target
industry.
The better your content
and the more targeted
your ads, the more bang
you’ll get for your buck.
http://seapointdig.com/impact-award/
EARNED MEDIA/CONTENT
When online influencers share your
excellent online content with their
audience, creating a buzz.
USE SOCIAL LISTENING FOR
PROSPECTING
Get out there and start
building those relationships
early on...before they need
you!
Share your knowledge,
follow prospects and
interact (with value).
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.
GREAT CONTENT WILL RAISE YOUR SEO
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!
Case study: LinkedIN Articles
COMPARE
COMPARE
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.
BUYING
Customer’s state:
Time to purchase! The
customer is having their first
experience with your
product.
BUYING
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
USING
USING
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
ADVOCATING
ADVOCATING
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 on your potential customer’s journey.
to more strategically appear on that journey, you can *also* use social
tools to find out where to be and how to do it right.
4.
Social media and
content is a great
tool to use to get
in front of your
customer along
their journey.
3.
You find out how
to find your
customers by
using social first,
and foremost to
LISTEN.
2.
EVERYTHING is
social. It always
has been, but it’s
even more now.
The Final Takeaways
1.
The customer’s
journey is
unpredictable, so
being on multiple
points of that
journey is
important.
THANK YOU!
Tara Hunt, CEO + Partner
Truly Social Inc.
http://www.trulysocial.ca
http://www.youtube.com/tarahunt
http://twitter.com/missrogue
tara@trulysocial.ca

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Your Customer's Journey in the Social Era

  • 1. SOCIAL ERA understanding the customer journey in the by: Tara Hunt, Truly Social Inc.
  • 2. 8 months ago, I presented a version of this presentation to your colleagues.
  • 4. NOW(12 employees + still hiring!)
  • 5. NEEDED: a good benefits package! p.s. In Canada, our average cost per employee per year is around $1,200 (compared to $9,727 in the US) and there are no rules about having to pay for health coverage (as we have free public healthcare), but it’s necessary to attract talent!
  • 6. Stimulus / Trigger Growing team. Needed to think about employee retention and talent attraction! search asking colleagues reading reviews my customer journey
  • 8. SO many questions! 1. What’s the standard insurance offered in my industry? 2. How much should the company pay for versus the employee? 3. Should we pay for family benefits, or have the employee pay for that? 4. What *should* the benefits cost? 5. 80%? 100%? Mental health? Life? D&D? So many different answers. So many different approaches. So much confusion! I googled everything. My assistant called around. I went back and forth to various Slack, Facebook, and LinkedIN groups...and finally...
  • 9. FINALLY!our health benefits information session…!
  • 10. of course, they’re pretty great at social ;P
  • 11. did I choose Harry James Group because of their social media presence?
  • 12. NOit was actually a referral after a search after another recommendation that led nowhere. ...but the content, itself, did make the choice pretty easy. welllll….
  • 13. lessons learned: 1. There is little to no content out there that helps small businesses navigate this step 2. Knowing how the “system” works is confusing 3. Figuring out industry standards is impossible (and it most likely ranges a great deal in different areas) 4. Employees want everything, but don’t understand what they’re getting 5. The first person who had any information available that made this less stressful is where I spent my money!
  • 15. the customer journey is: non-linear highly personal interrupted constantly noisy a paradox of choice completely unpredictable in the social era,
  • 17. Story: “I saw your big announcement” “...we work with several small businesses like yours who are growing. I believe we might have some ideas for you to improve your health benefit program…”
  • 18. lesson #1: the customer journey is unpredictable and varied, so anything you can do to show up along that journey will help you lead to a sale.
  • 19. the decision let’s talk about your customers: makers
  • 20. myth #1: busy decision makers 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
  • 21. myth #2: this is what the CFO making the decisions looks like
  • 22. 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.
  • 23. The Shift in the B2B Researcher Demographic: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
  • 24. 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.
  • 25. social era and wth is the anyway?
  • 26. HINT: I’m not talking about social media, though that is part of it.
  • 27. ” “ 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.
  • 28. 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.
  • 29. lesson #2: You can’t say “we don’t need social” because EVERYTHING is social. It’s not a tool, it’s a cultural shift.
  • 30. let’s lay the foundation to becoming truly social.
  • 31. there is a huge 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.
  • 32. BEING SOCIAL STARTS WITH KNOWING YOUR AUDIENCE:
  • 33. listeningshould be the vast majority of your social plan.
  • 34. 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:
  • 35. ”“ 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
  • 36. THANKS TO SOCIAL, WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS: 1. Social Media Platform Analytics 2. Social Intelligence Tools 3. Social Listening
  • 37. 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/
  • 38. Facebook Audience Insights (free) In Facebook’s business manager, you can see all sorts of interesting information about specific audiences. Search: Job Titles: Business and Finance, Corporation
 Location: United States of America
 Age: 30+ 15,000-20,000 monthly active FB Users.
  • 39. LinkedIN Insights LinkedIN has all sorts of insights into who is visiting your Company Page, reading or watching your content, viewing your profile, and more!
  • 40. SOCIAL INTELLIGENCE TOOLS 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. (not free, but mind-blowing and make learning about your audience instantaneous)
  • 41. Affinities for people who talk about (or read about) employee benefits: People who mention the phrase “employee benefits” on Twitter, have the following affinities: ● Health ● Insurance Industry ● Finance ● Health Care ● Affordable Care Act ● Management ● Law ● Entrepreneurship ● Leadership ● World News ● Science And Technology ● California ● Basketball ● Tennis ● Sales ● Local Business
  • 42. And this is what they talk about... This is practically a roadmap for the kind of content you should be creating to attract your audience! Data pulled from the past two years across: ● News (55%) ● Twitter (38%) ● Forums (4%) ● Reddit (2%) ● Blogs (1%) 288,533 posts
  • 43. You can even find the thought leaders they follow: There are lots of tools to find out who your audience follows. We use Klear to find out who is influential for a particular segment. This is just a snapshot of the CFO influencers.
  • 44. 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. Tweetdeck (by Twitter)
  • 45. LinkedIN Sales Navigator Probably one of the most powerful tools available for social listening, LinkedIN’s Sales Navigator will tell you when people and companies you follow make any changes that may create opportunities for sales: ● Company growth ● People moving between companies + getting promotions ● Shared articles/posts ● Suggest new leads for you ● Mentions in the news ● And more!
  • 46. lesson #3: Listening is the most important function of social. You’ve never had so much insight into your audience (and lots of free tools)! If you aren’t using social, you will miss out.
  • 47. CUSTOMER JOURNEY let’s take a walk through the and see where else social can help you out...
  • 48. 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 p.s. It is actually NOT as neat and clear as this, it just looks that way to be pretty to look at.
  • 51. AWARE Customer’s state: Isn’t looking for you, hasn’t heard of you. Lots of other things on their minds. Get in front of your future customers early, so they think of you when they need you.
  • 52. SOCIAL ADS/BOOSTED CONTENT Social ads will help raise awareness if targeted correctly to the target industry. The better your content and the more targeted your ads, the more bang you’ll get for your buck. http://seapointdig.com/impact-award/
  • 53. EARNED MEDIA/CONTENT When online influencers share your excellent online content with their audience, creating a buzz.
  • 54. USE SOCIAL LISTENING FOR PROSPECTING Get out there and start building those relationships early on...before they need you! Share your knowledge, follow prospects and interact (with value).
  • 56. 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.
  • 57. GREAT CONTENT WILL RAISE YOUR SEO 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!
  • 60. COMPARE 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.
  • 61. 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/
  • 62. 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.
  • 64. Customer’s state: Time to purchase! The customer is having their first experience with your product. BUYING
  • 65. 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
  • 66. USING
  • 67. USING Customer’s state: They’ve signed up. But how can you enhance their experience?
  • 68. DEEPENING CLIENT RELATIONSHIPS THROUGH CONTENT https://www.youtube.com/watch?v=bXtlh_Ei5hc
  • 70. ADVOCATING Customer’s state: They love you (of course!), now how can you give them the tools to help them spread the word?
  • 71. Every time you or a happy customer posts online, you create another opportunity to appear on your potential customer’s journey. to more strategically appear on that journey, you can *also* use social tools to find out where to be and how to do it right.
  • 72. 4. Social media and content is a great tool to use to get in front of your customer along their journey. 3. You find out how to find your customers by using social first, and foremost to LISTEN. 2. EVERYTHING is social. It always has been, but it’s even more now. The Final Takeaways 1. The customer’s journey is unpredictable, so being on multiple points of that journey is important.
  • 73. THANK YOU! Tara Hunt, CEO + Partner Truly Social Inc. http://www.trulysocial.ca http://www.youtube.com/tarahunt http://twitter.com/missrogue tara@trulysocial.ca