Page 1
Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)
From Marketing Funnel to Customer Journey
Justin Goldsborough
[email protected]
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
Page 2
2
Who am I?
Northwestern
Kansas City Royals
Social mediaIrish setters
Bon Jovi
HusbandFriend
IABC
Volunteer
@jgoldsborough(#pr20chat)
GenY
Page 3
3
Today’s Agenda > Social media then> Social media now> Social media next> Measurement> Q&A
Page 4
4
Insert image in this space
4
Social media THEN
Page 8
8
Advertising
Brand Assets
Personal Selling
Public Relations
Direct Marketing
Sales Promotion
Integrated Communications
•Web sites•Blogs•Podcasts andVideos•Mobile/WAP
•Sponsorships•Television•Radio•Outdoor•Print Ads•Search / Banners / Imbedded Content
•Contests / Sweeps•Coupons•Incentives•Point of Purchase
•Telemarketing•Field Sales•Presentations / Demonstrations
•Events / Webinars•Media Relations•Online Outreach•Word of Mouth•Product Integration
•Social Networks•Video/Photo Sharing Sites
•Wikis/Wikipedia•Tagging
•Direct Response•Physical Mail•Email•Mobile / TXT
Paid Media Earned Media
Page 10
10
Insert image in this space
10
Social media NOW
Page 14
14
Reaching the right eyeballs, not all eyeballs
New Math:
5,000 people who sought out your
message are more
valuable than 5 million who
didn’t.
Your brand here
Page 15
15
Insert image in this space
15
Social media NEXT
Page 19
1919
The New Customer Journey
PRE-CONSIDERATION AWARENESS CONSIDERATION PURCHASE POST-PURCHASEPRE-DELIVERY HONEYMOON AMBASSADOR
Page 20
20
Insert image in this space
20
Social media measurement
Page 22
22
Impact: Goals, Strategies, Objectives, Tactics
GoalsBusiness Goal
Objective 1 Objective 2 Objective 3Objectives
Strategy 1Strategies
Strategy 3Strategy 2
Social media by itself is a TACTIC!
Page 23
2323
Social media measurement model
> Types of results that can come from social media engagement
> Strategy is geared toward specific business objectives and identified program goals
23
Page 25
25
Insert image in this space
25
5 things you can do today
Page 26
26
Implications
1. Revisit your business objectives and ask how social media can help you reach them.
2. Make a new connection via social media and talk to him/her about something other than business.
3. Search you brand on Twitter and Facebook.
4. Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already.
5. Start looking at your job through a customer journey mindset.
Five things to do today
Page 28
28
Thank you!
Social Media Strategy
Justin Goldsborough
[email protected]
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236