Upload
chief-digital-advisors-llc
View
306
Download
2
Embed Size (px)
DESCRIPTION
Social media is evolving rapidly and is dramatically altering how purchase decisions are made. As a marketer, this means that your ability to influence purchase decisions will be increasingly determined by what customers’ social networks think about your product — in real-time. Bill Parkes, Chief Digital Officer of nFusion, will discuss the changes that are already underway, the changes coming soon, and how both consumer and B2B marketers need to adjust their approach now to influence the rapidly evolving purchase decision process.
Citation preview
Driving Purchase Decisions in the Social Media Era
1
Bill Parkes EVP, Chief Digital Officer nFusion
2
Today’s Construct
• Introduction
•Decision making over time
• Social Media Era
• Examples
• Implications
3
Our Clients
5
Customer Engagement Framework
The Evolution of Decision Making
6
7
Decision Stages
Loyalty
Purchase
Advocacy
Familiarity
Active Consideration
Late-Stage Consideration
Local Era
• Commerce was largely community-based
• Communications were delivered in printed and face-face forms
• Decisions influenced by neighbors you trusted
Mass Era
• Commerce exploded
• Mass media communications via print, broadcast
• Decisions influenced by brands you trusted
Digital Era
• Near limitless commerce options
• Communications are increasingly Internet-based, disinter-mediated, multi-directional and behaviorally targeted
• Decisions influenced increasingly by experiences you trust
Social Media Era
• Commerce increasingly influenced by SoLoMo (Social/Local/Mobile)
• Communications overwhelm consumers and are radically altered by the Social Graph
• Decisions influenced by people and brands you trust and the experiences you have with them
Social Media Era: Driving a Radical Shift in Decision Making
12
Social Capital
“The value derived through connections within and between social networks, characterized by
trust and reciprocity.”
Social Capital in the Social Media Era
“The value derived from a person or
brand’s collective digital presence,
including their social graphs, levels of
influence and use of digital social networks, characterized by trust,
reciprocity and scale.””
14
15
Accelerating Change
16
Source: Ray Kurzweil, 2007
Accelerating Change
[Overwhelming Complexity]
Source: www.RobTheWebGuy.com
Technology Evolution
18
We are here.
Building Social Capital
19
-Build intuitive, confident experiences -Build deeper relationships with brand advocates
-Pay it forward -Add value in customers’ experience
-Interconnect social networks -Facilitate word-of-mouth amplification
Current Day Examples
20
Better Decisions Through Your Graph
Improving Search through Social Signals
Merging Social into Search
Access to Professional Peer Networks
SoLoMo Relevance
Rising Fidelity of the Social Graph
Implications
27
Implications: Marketers
Implications: Customer Expectations
Intuitive, intelligent experiences
You know who I am, no matter where or how I engage with you.
You give me access to the information and applications I need anytime, anywhere on any device.
Helpfulness and reciprocity
You’ll connect me with others to help me make faster and better decisions.
You’ll treat me right, or I’ll share my bad experiences with my network. Delight me in unexpected ways, and I’ll share that too.
Implications: Digital Experiences
• Data relative to a customer is integrated and accessible (securely) Seamless
•Embed the Social Graph and advocate amplification into experiences (as regulations permit)
•Encourage and facilitate sharing and participation Social
• IA, findability, visual prioritization
• Optimized across PC, tablet, mobile, surface Satisfying
• Interconnect networks
• Design solutions for syndication, distribution Scale
• Accelerate iteration cycles (buckle your seatbelt!) Speed
Implications: Professional Advancement
Identify tools, platforms and communities that can help to accelerate: Your personal learning and growth Key projects and the multitude of decisions required within them
Build your networks; their value has yet to reach its full potential.
Become a student of the Era of Social Capital…we’re just getting started.
Thank you!
32
Bill Parkes EVP, Chief Digital Officer nFusion www.linkedin.com/in/bparkes
Converged media overview: http://nfusion.com/smart/converged_media/