Clo Willaerts17 March 2010140 Characters Conference Brussels (#140conf

Catching a lead in mid-airSocial Media vs Lead Generation

Classic Sales Funnel

Looks an awful lot like this

Advertiser vs customers

Branding

Targeting

Sales lead

I am customer, hear me roar! Kryptonite blog

storm Dell Hell United Breaks

Guitars Kinepolis Gaat

Erover Juwelier

Timmermans vs @kodel

McKinsey: Customer Decision Journey

Social media vs social sales Since web 2.0 the

full cycle is visible customer

experiences drive reviews and conversations

Challenge: realtime

Opportunity: catching a lead in

mid-air

1/6 Initial consideration set habit, tradition,

trust mainly consumer-

driven information sources

visible: fan on Facebook wishlists bio

1/6 Initial consideration set

2/6 Trigger: new or improved product

2/6 Trigger: fashion, seasons

2/6 Trigger: promotions

2/6 Trigger: promotions

(Sex is a bad trigger, too)

2/6 Trigger: unexpected

e.g. the old one broke, accidents, retail therapy, health issues, death.

Challenges: pain, loss, taboos.

Opportunity: time rapid social sales

response

2/6 Trigger: life stage

New baby, new job, new boyfriend, new house, ...

target not on demographics but on phase in life

online communities

3/6 Active evaluation

information gathering

window shopping facts (about how to

use this product): content marketing

testimonials/reviews (what it is like to use this product)

4/6 Moment of purchase

trust convenience service

2212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2212.04.23 © Sanoma Magazines

Boeken

CD/DVD/Blu-ray

Muziek in digital formaat (MP3-nummers, albums, etc.)

Computer, hardware en software

Kleine electronica (bv. digitale camera, iPod, GSM, etc.)

Telecom product (internetverbinding, GSM-

abonnement, etc.)

Erotische producten

Financiéle producten (bv. fondsen, aandelen, etc.)

Vakantie, tickets voor vliegtuig of trein

Huishoudelijke toestellen Juwelen / accessoires

Kledij / schoenen

Meubilair

Gezondheidsproducten (bv. dieet, etc.)

Decoratie

Tickets voor evenementen

Films of TV-series in digitaal formaat (geen DVD)

Ander product, nl.

0%

10%

20%

30%

40%

50%

0% 10% 20% 30% 40% 50% 60% 70%

Offline Purchases

On

lin

e P

urc

hases

Representative Sample

(N = 1010)

Online purchases

5/6 Postpurchase experience two possibilities:

happy customer ▪ loyalty

unhappy customer▪ customer care▪ rapid social response

6/6 Loyalty loop

happy customer

WoM fans evangelist

But it’s not just a cycle

It’s a dance

Do you know the moves?

Plus: you’re naked

Know your customers well Social CRM

Transparancy terror

Let’s dance

http://www.bnox.be/search/label/conversity

@bnoxclo@bnox.be