Social media & the path to purchase & loyalty Tania Seif, Head of Social Marke:ng
79% of SMARTPHONE USERS keep their phones with them for all but two hours of their waking day
Source: Carat Consumer Panel (n=11,000); The Drum
0 500000 1000000 1500000 2000000 2500000 3000000 3500000 4000000 4500000
Lord Sugar
Joey Essex
Buzzfeed
The Lad Bible
The Sun
Coral
O2
Cadbury's
Labour
MacDonalds
FHM
E4
Conserva:ves
Diet Coke
Changing dynamics of brand owned media
Source: Twi]er.com
It is the vehicle not the core behaviour
The theory of the path to purchase
Source: Forrester, 2014
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2013 2014
13%
8%
25%
42%
30% 31% Not in the last month
Yes, on a mobile / tablet
On 2+ channels
Have you placed a bet with Coral in the last month?
Source: Gala Coral Group, n=1200
1. In-‐sourcing 2. Adap:ng the content strategy for the
environment 3. Growing a community within our core
demographic 4. Amplifying Paid social
ADVERTISING CONTENT
INTERRUPTIVE
ONE-‐WAY
MESSAGING
PARTICIPATIVE
TWO-‐WAY
CONVERSATIONS
PROJECTED PUBLISHED
PAID FOR EARNED & OWNED
PUSH PULL
ADVERTISING
CONTENT
Source: h]p://www.kantarmedia.co.uk/news-‐views/our-‐latest-‐news/kantar-‐media-‐study-‐confirms-‐link-‐between-‐twi]er-‐ac:vity-‐and-‐tv-‐viewing/
• Tweet levels correlate with viewing figures • Twi]er ac:vity has boosted audiences by an es:mated 2% on 11% on ‘social’ programmes
• Sport, entertainment, talent shows, soaps and some drama’s score par:cularly well
Twi]er & TV: ‘In a rela:onship’
Source: Ofcom, h]p://www.theguardian.com/news/datablog/2013/aug/01/na:on-‐media-‐mul:-‐taskers-‐ofcom-‐communica:ons-‐report
Media ‘stacking’ -‐ conduc:ng ac:vi:es or communica:ng via other devices while watching TV;
but these ac:vi:es are not related to the TV programme
being watched. 6 in 10 UK adults (56%)
Media ‘Meshing’ -‐ conduc:ng ac:vi:es or communica:ng via other devices while watching TV; these ac:vi:es are related to the TV programme being watched.
¼ UK adults
#RoyalBaby2 #NameOfThrones
Trend marke:ng
Push to Pull & Planned to Always-‐on
There’s more than 1 person here!
• Concise copy (2 lines max) • Clear call to ac:on • A]en:on grab with
highlights & caps • Op:mise landing for mobile
• Legal s:pula:ons • 20% text rule &
concessions
• Real-‐:me relevancy
Deconstruc:ng crea:ve
The Jerry Seinfeld Cold Call
“Sorry, can’t talk now, but give me your home number and I’ll call you
back later.” The cold caller says he can’t do that. Seinfeld says: “That’s because you
don’t like being called at home, right? Well, now you know how I feel.”
Our greatest challenge
Targe:ng paid social with CRM
LOW MEDIA WASTAGE
Exposed to 1,000 messages every day £18.4 Million spent on adver:sing
4% remembered posi:vely 7% remembered nega:vely
89% wasn’t remembered at all Dave Tro]
Coral CheltenHAM Fes:val
Coral CheltenHAM Fes:val • 478% increase in
socially referred
traffic versus previous 4 months
• 94.68% YOY
increase in bets via
mobile
Source: Crimson Hexagon, April 2015
56.9%
4.4%
9.9%
7.4%
6.4%
8.9%
5.6% Retail PC online
Mobile
25
57% of the total market in the last 12 months have only used beVng shops – whereas just 22% have just used online. 21% of the beVng popula\on use both online and retail
59.6 58.7 56.9
8.7 6.8
5.6
14.6
10.3 9.9
2.5
5.2 6.4
3.2
3.6 5.0
5.6 7.1 7.4
5.9 8.2 8.9
Q4 2012 Q4 2013 Q2 2014
Retail + PC + Mobile
PC + Mobile Only
Mobile Only
Retail + Mobile Only
PC Only
Retail + PC Only
Retail Only -‐5%
-‐36%
-‐32%
156%
38%
32%
51%
-‐3%
-‐18%
-‐4%
23%
22%
4%
9%
Q2 14 v Q4 13 Q2 14 v Q4 12
UK Market Cross-Channel Use – 12 Monthly
UK Market Cross Channel Segments + Growth from 2012 to Q2 2014
32.0%
18.8%
8.9%
7.5%
9.3%
8.1%
7.0%
1.5%
0.4%
6.4%
32.2%
19.6%
9.4%
8.8%
8.5%
7.6%
6.3%
0.9%
0.3%
6.5%
I searched the app store
I saw a TV advert
I saw an ad on Facebook/Twi]er
I saw an advert in a beung shop
I received an email promo:ng it
Someone I know told me about it
I searched on Google
I received a SMS message promo:ng it
I don't bet using a Mobile/Tablet
I don't know
How did you find out about the Apps you use for beVng or gaming? (Mobile/Tablet only)
Feb15
Oct14
Respondents Mobile or tablet only: Feb15: 738, Oct14: 958
App store search & TV adver:sing remain key mobile communica:on impera:ves
In summary
• Apply the 80/20 rule on content & adver:sing • Use your CRM database to target paid ads • Keep content relevant to trends • Test and learn • Create a strategy and plan as you would for any marke:ng channel