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The Era of the Connected Consumer
Transcript of The Era of the Connected Consumer
I'm basically stealing everything from....
Before we get started
Have a need for constant connectedness
Act of self-expression
So Lo Mo
21% Search Engine
21% Expert Website
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
"Connected consumers no longer start their online experiences by visiting destinations; they visit their streams."
Smartphones are the great equalizer of retail shopping
Everyone is a publisher
You have an audience of audiences
Brands are co-created by audiences
Become a digital native
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
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
1. What are people saying about you?
2. What are people saying about your competition?
3. What's the sentiment?
Hootsuite - a monitoring tool
3. Be responsive
You cannot not choose to respond, everyone is watching
Respond to everything - good and bad
Create WOW experiences
Turn irate customers into fans
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
Vent and praise (and feel empowered)
4. Engage - online
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
5. Add value
What can you give away for free?
Create, curate and share content
Don't be "salesy"
Be personable, authentic
Make offers worth sharing
Build loyalty programs
Make check-out easy
Currently in beta
Free to create for merchant
Easy to share (so make it count)
When user claims offer, it is automatically shared
Location based offers
Build loyalty programs
Make check-out easy with Square
Adapt Or Die
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