Clo Willaerts 17 March 2010 140 Characters Conference Brussels (#140conf Catching a lead in mid-air Social Media vs Lead Generation
May 18, 2015
Clo Willaerts17 March 2010140 Characters Conference Brussels (#140conf
Catching a lead in mid-airSocial Media vs Lead Generation
Classic Sales Funnel
Looks an awful lot like this
Advertiser vs customers
Branding
Targeting
Sales lead
I am customer, hear me roar! Kryptonite blog
storm Dell Hell United Breaks
Guitars Kinepolis Gaat
Erover Juwelier
Timmermans vs @kodel
McKinsey: Customer Decision Journey
Social media vs social sales Since web 2.0 the
full cycle is visible customer
experiences drive reviews and conversations
Challenge: realtime
Opportunity: catching a lead in
mid-air
1/6 Initial consideration set habit, tradition,
trust mainly consumer-
driven information sources
visible: fan on Facebook wishlists bio
1/6 Initial consideration set
2/6 Trigger: new or improved product
2/6 Trigger: fashion, seasons
2/6 Trigger: promotions
2/6 Trigger: promotions
(Sex is a bad trigger, too)
2/6 Trigger: unexpected
e.g. the old one broke, accidents, retail therapy, health issues, death.
Challenges: pain, loss, taboos.
Opportunity: time rapid social sales
response
2/6 Trigger: life stage
New baby, new job, new boyfriend, new house, ...
target not on demographics but on phase in life
online communities
3/6 Active evaluation
information gathering
window shopping facts (about how to
use this product): content marketing
testimonials/reviews (what it is like to use this product)
4/6 Moment of purchase
trust convenience service
2212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2212.04.23 © Sanoma Magazines
Boeken
CD/DVD/Blu-ray
Muziek in digital formaat (MP3-nummers, albums, etc.)
Computer, hardware en software
Kleine electronica (bv. digitale camera, iPod, GSM, etc.)
Telecom product (internetverbinding, GSM-
abonnement, etc.)
Erotische producten
Financiéle producten (bv. fondsen, aandelen, etc.)
Vakantie, tickets voor vliegtuig of trein
Huishoudelijke toestellen Juwelen / accessoires
Kledij / schoenen
Meubilair
Gezondheidsproducten (bv. dieet, etc.)
Decoratie
Tickets voor evenementen
Films of TV-series in digitaal formaat (geen DVD)
Ander product, nl.
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70%
Offline Purchases
On
lin
e P
urc
hases
Representative Sample
(N = 1010)
Online purchases
5/6 Postpurchase experience two possibilities:
happy customer ▪ loyalty
unhappy customer▪ customer care▪ rapid social response
6/6 Loyalty loop
happy customer
WoM fans evangelist
But it’s not just a cycle
It’s a dance
Do you know the moves?
Plus: you’re naked
Know your customers well Social CRM
Transparancy terror