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@KarlHavard

The Social Consumer Journey: Measuring the impact: #Socon11

@KarlHavard

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@KarlHavard

There’s been much talk

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@KarlHavard

Buying a Hat

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@KarlHavard

What’s Missing?

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@KarlHavard

Putting the Consumer back into the Consumer Journey

Every “journey is unique to the individual

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@KarlHavard

The Zero Moment of truth

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@KarlHavard

§  TV Advert

§  Mail (manufacturer)

§  Newspaper Advert

§  Magazine Article

§  Magazine Advert

§  eMail

§  Online Advert

§  Mail (retailer)

§  TV Placement

§  Outdoor Advert

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@KarlHavard

§  Search §  Talked with friends/family §  Comparison sites §  Brand website §  Review sites §  Retailer website §  Article comment” §  “Liked” “followed” brand

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@KarlHavard

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@KarlHavard

Yet….

WTF?!

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@KarlHavard

v Paid Search

Activity YouTube Paid Search

Bounce Rate 31% 28%

New Visits 61% 60%

Av’ Pages per Visit

5.89 3.83

Dwell Time 6:06 3:49

Configurator Completions

27% 2%

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@KarlHavard

There’s Social & there’s Social

Website

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@KarlHavard

“Owned” Measurement

Website

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@KarlHavard

“Shared” Measurement

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@KarlHavard

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1000

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Forum Posts Forum Replies

Blog Posts Twitter Mainstream Media

“Conversation” Measurement

But it’s more than that!

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@KarlHavard

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@KarlHavard

A “Social Favourability” Model

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@KarlHavard

Brand Comparison Taxonomy: Sentiment & Category

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Brand 2

Brand 1

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@KarlHavard

Measurement in Context: Quantitative Metrics

Followers Friends Subscribers Connections “Likes” Referrals Click-Thru’s Open Rates

Views Visits Volume Search Rankings Brand Buzz

Re-Tweets Mentions Links Reviews Shared Comments

Sales Downloads Paid Subscriptions Subscriptions Leads

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@KarlHavard

Summary

§  Map the customer journeys specific to: –  Your own consumers and customers

–  Your advocates and influencers

§  Clearly define the points of influence –  Where you need to be visible

–  Right time, right place, right people, right message

§  Agree the right measures for the business –  In the context of the entire customer journey

–  Not just the easy measures

§  Good place to start: Socially profile your existing database, to understand –  Who is where

–  Determine “influence”

–  What they are saying

–  Amplify advocacy

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@KarlHavard

Thank You Karl Havard Strategy Director Wunderman, WPP http://wunderman.co.uk

: http://twitter.com/karlhavard

: http://uk.linkedin.com/in/karlhavard

: http://gplus.to/karlhavard