gravity summit presentation february 2011

Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)

From Marketing Funnel to Customer Journey

Justin Goldsborough

justin.goldsborough@fleishman.com

Twitter: @jgoldsborough

Blog: www.justincaseyouwerewondering.com

LinkedIn: http://www.linkedin.com/in/justingoldsborough

816.512.2236

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Who am I?

Northwestern

Kansas City Royals

Social mediaIrish setters

Bon Jovi

HusbandFriend

IABC

Volunteer

@jgoldsborough(#pr20chat)

GenY

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Today’s Agenda > Social media then> Social media now> Social media next> Measurement> Q&A

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Social media THEN

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66

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Advertising

Brand Assets

Personal Selling

Public Relations

Direct Marketing

Sales Promotion

Integrated Communications

•Web sites•Blogs•Podcasts andVideos•Mobile/WAP

•Sponsorships•Television•Radio•Outdoor•Print Ads•Search / Banners / Imbedded Content

•Contests / Sweeps•Coupons•Incentives•Point of Purchase

•Telemarketing•Field Sales•Presentations / Demonstrations

•Events / Webinars•Media Relations•Online Outreach•Word of Mouth•Product Integration

•Social Networks•Video/Photo Sharing Sites

•Wikis/Wikipedia•Tagging

•Direct Response•Physical Mail•Email•Mobile / TXT

Paid Media Earned Media

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Social media NOW

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Reaching the right eyeballs, not all eyeballs

New Math:

5,000 people who sought out your

message are more

valuable than 5 million who

didn’t.

Your brand here

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Social media NEXT

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The New Customer Journey

PRE-CONSIDERATION AWARENESS CONSIDERATION PURCHASE POST-PURCHASEPRE-DELIVERY HONEYMOON AMBASSADOR

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Social media measurement

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Impact: Goals, Strategies, Objectives, Tactics

GoalsBusiness Goal

Objective 1 Objective 2 Objective 3Objectives

Strategy 1Strategies

Strategy 3Strategy 2

Social media by itself is a TACTIC!

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Social media measurement model

> Types of results that can come from social media engagement

> Strategy is geared toward specific business objectives and identified program goals

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5 things you can do today

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Implications

1. Revisit your business objectives and ask how social media can help you reach them.

2. Make a new connection via social media and talk to him/her about something other than business.

3. Search you brand on Twitter and Facebook.

4. Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already.

5. Start looking at your job through a customer journey mindset.

Five things to do today

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Q&A

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Thank you!

Social Media Strategy

Justin Goldsborough

justin.goldsborough@fleishman.com

Twitter: @jgoldsborough

Blog: www.justincaseyouwerewondering.com

LinkedIn: http://www.linkedin.com/in/justingoldsborough

816.512.2236