The presentation from the digital seminar (02:02:12) for the restaurant leisure industry at Soho House Hotel, London. Organised by Aardvark Media. It contains elements on how technology is changing people's behaviour and expectations, and what brands need to consider in order to meet, or even exceed these.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
The social consumer journey
1. The Impact of #SocialMedia
on the Consumer Journey:
@
@KarlHavard
@KarlHavard
Saturday, 4 February 12
2. What is “Social Media”?
It’s people interacting with
each other, online and on
the move
It’s people choosing to get
closer to things that interest
them...
@
•Hobbies
•Sports
•Brands
•Celebrities
•Other people
@KarlHavard
Saturday, 4 February 12
4. “Customers who engage with companies over
social media are more loyal”
“they spend up to 40 percent more with those
companies than other customers.”
@
@KarlHavard
Saturday, 4 February 12
5. “Customers who engage with companies over
social media are more loyal”
“they spend up to 40 percent more with those
companies than other customers.”
@
iPad conversions are 3.82% compared to 1.9% for desktop
@KarlHavard
Saturday, 4 February 12
6. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12
7. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12
8. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12
9. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12
10. The World Wide Web is changing fast...
@
@KarlHavard
Saturday, 4 February 12
13. The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
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@KarlHavard
Saturday, 4 February 12
14. The “Digital Native”has high expectations
§ He/She is a “normal” human being...not a “geek”
– Facebook is 8 years old
– Google is 14 years old
– People leaving university have grown up using the “social web”
Accessibility
@ Mobility
Immediacy
“Influence”
Make it Easy
Identity Connectivity
@KarlHavard
Saturday, 4 February 12
32. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
@
@KarlHavard
Saturday, 4 February 12
33. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
@
@KarlHavard
Saturday, 4 February 12
34. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
@KarlHavard
Saturday, 4 February 12
35. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”
– Amplify Advocacy to create awareness, consideration and
conversion
@KarlHavard
Saturday, 4 February 12
36. Summary
§ Really understand your clientele
– Who they are
– What they do
– Why they do it
§ People will choose their own “journeys”
– But don’t confuse them!
§ You need to be visible at the key points of influence
@
– Right people, right time, right place, right message
§ That doesn’t necessarily mean “marketing”
– Amplify Advocacy to create awareness, consideration and
conversion
§ Practically...start by socially profiling your email database
– Understand the mix
– Listen
– Keep an eye on influence
@KarlHavard
Saturday, 4 February 12
37. Thank You
Karl Havard
Chief Strategy Officer
Wunderman, WPP
http://wunderman.co.uk
@
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
@KarlHavard
Saturday, 4 February 12