The Era of the Connected Consumer

The Era of the Connected Consumer I'm basically stealing everything from.... Before we get started Always on Have a need for constant connectedness Easily distracted Act of self-expression So Lo Mo Social Local Mobile Millenials Generation X Baby Boomers Generation C 77% Family 64% Friends 21% Search Engine 21% Expert Website 20% Co-worker 13% Social networks When considering a purchase, Millenials will seek input from: Source: Edelman Digital 70% will try a new product from a trusted brand and most of them will post a review online 36% said they purchased a product introduced by a friend within the preceding week 39% will share negative encounters 47% will write about their positive experiences online The decision making process has changed Everything is shared Everything is public Pre-purchase "Connected consumers no longer start their online experiences by visiting destinations; they visit their streams." Brian Solis Purchase Smartphones are the great equalizer of retail shopping Post-purchase #VVBBO @cenevoldsen Everyone is a publisher You have an audience of audiences Brands are co-created by audiences Immerse yourself Become a digital native Embrace change Ads are less visible Everyone will notice cover photo Cover photos with faces attract most attention Viewers see Timeline content last Likes, events, apps are top-and-center Mashable, 04/30/12 Facebook Timeline for brands Get an iPhone or Android Download some of these apps: 1. Be there Facebook fans are much more likely to purchase, consider, and recommend brands Forrester Research, 2012 2. Listen 1. What are people saying about you? 2. What are people saying about your competition? 3. What's the sentiment? Hootsuite - a monitoring tool Listen where? Facebook Twitter Yelp Blogs/Forums Instagram Google Alerts YouTube Foursquare Pinterest LinkedIn Foodspotting Glassdoor 3. Be responsive You cannot not choose to respond, everyone is watching Respond to everything - good and bad (almost everything) Create WOW experiences Turn irate customers into fans Act quickly Speak like a human Offer a real apology or don't apologize Offer to make it right Never get into a fight Keep it in the open, be transparent Involve them in the fix socialmediaexaminer.com, Feb 22, 2012 Validate purchases Build confidence Vent and praise (and feel empowered) 4. Engage - online Encourage conversations Answer questions on forums, Twitter, etc. 4. Engage - in-store Twitter or Instagram photo contest Encourage Foursquare Tip or Yelp Review Ask to be Liked Use QR codes Real-time Like Tracker brandingmagazine.com, 05/08/12 5. Add value What can you give away for free? Social promotions Sweepstakes Referral Quiz Sign up Vote Content marketing Create, curate and share content Don't be "salesy" Be personable, authentic Be consistent Too "Salesy"? Perfect! 6. Sell Make offers worth sharing Build loyalty programs Make check-out easy Facebook Offers Currently in beta Free to create for merchant Easy to share (so make it count) When user claims offer, it is automatically shared Group buying Location based offers Build loyalty programs Make check-out easy with Square Adapt Or Die In Conclusion... Questions? @cenevoldsen #VVBBO About Me Local Mobile Social Why share? To survive, you need to... Facebook, Twitter, Pinterest, YouTube, Google+, LinkedIn, Yelp, Instagram, Blog, etc. Marketing = Customer Service Your fans rarely come to your Timeline Write for their newsfeeds Catch their attention with words, imagery and video Weigh quality over quantity Reach more people with Facebook Market Place Facebook video http://www.facebook.com/business Claus Enevoldsen