the evolving customer journey - oms phoenix may 2010

The Evolving Customer Journey

Who am I?

• Social Media Manager at Off Madison Ave (@offmadisonave)

• Consumer and social media aficionado nerd (@ktvan)

• Digital native – online since age 12 13

http://www.youtube.com/watch?v=ql-N3F1FhW4

I saw this great video on YouTube the other day…

Later I saw this ad and figured out it was the same family from YouTube

Got on my laptop to search for Toyota Sienna and see what else there was on this family.

Went to YouTube to see if there were more funny videos…

Oh here it is! Same videos and family I was looking for. The whole channel is dedicated to this. Wonder if there’s anything more on the Facebook page…

Cool! Here’s exactly what I was looking for – Facebook personality is just like the videos…

The path I took wasn’t linear like our traditional purchase funnel. I bounced around from place to place. Toyota kept me going because each place I went fit with the others, but could also stand on it’s on. I never got lost.

Possible Brand Touch Points

Brands Think Like This

TV

RadioPrint

Outdoor

Digital Media

Social Media

Mobile

Consumers See It Like This

Brand Interactions Look Like This

Forget Website Design – we need Webpresence design

We think it’s aboutTraditional Media Vs. New Media

But really it’s aboutTraditional Media + New Media

• 60% of Americans surf the internet while they watch TV

• The amount of time they spend online while watching TV is up 34% from last year

• During the Olympics, 40% of online panelists were on Facebook.

Let’s try another story. This time I saw this ad first. I love Mike Rowe so I go to find more online…

I try Facebook first because I was already on it while watching TV…he’s not here

Where is he?Stuck in one tiny playlist up there…

Maybe YouTube?

Ohh…he’s only on the microsite that they made. If I don’t follow the specific path they want me to I can’t find it.

From the microsite I click videos but instead of going to YouTube I get here where I can’t share…unless I’m technical enough to embed…how do I embed on Facebook?

30% of mobile users use the browser while only 28% use apps.

38% of people say mobile ads/info based on location make them more likely to act.

45 million US cell phones are smart phones. That’s 17%.

It’s not just TV and Internet….

I’m on vacation and want to find somewhere to eat. We ask the front desk and they give us a recommendation…

Look it up on my phone on Yelp – looks good but when I go to the site it won’t work on my phone so I can’t see the menu.

So I search again and find one I CAN see.

Cool! Sign up and get a coupon in my email – email continues the same branding and messaging.

Go to the restaurant and check-in – people leave tips about the email deal

Social media is taking up some of the most valuable search engine result page spaces:

Real time updates can take up space above the fold.

Videos and images fill the first page of results.

Results from the users’ own social network can take up space below the fold.

In fact social sites themselves are being used for search – YouTube is now considered the second largest search engine after Google itself. Facebook has introduced web search through it’s platform and Twitter search provides people with the most up-to-date news.

And now that social info I put in from the location is searchable…

So what if I search for your brand? Will that be consistent? When I look at recent results they’re almost all Tweets

So say I get to your Twitter page first – pretty bland, doesn’t look like there’s a big promo

But when I go to your site there is.

And it’s on Facebook.

Why not Twitter?

Don’t get frustrated! I know it sounds like I’m saying you need to be everywhere all the time

But I’m not – I’m saying you need to be where your customers are and be consistent across those channels. Everything needs to stand alone, and work together so no matter what touch point I start at I can find the others, and not feel lost.

Mapping YOUR Customers’ Journey• Ask them– Surveys– Social Listening– Technographic studies + demographic

assumptions• Track them– Web Analytics– CRM– Email Mining (Rapleaf, Flowtown)

• Test them– Discounts

Shaping YOUR Customers’ Journey

• Links– Order by importance– Cross-link Networks

• Promotions– Mention in commercials– In-store signage

Q&A

Slideography:• Nielson Three Screen Report (Mar 2010)• eMarketer Mobile Audience Insights Report: Q1 2010 (May 2010)• MarketingCharts.com Top Mobile Content Usage (Mar 2010)• comScore February Marketshare Data (Feb 2010)• comScore October 2009 US Search Rankings (Oct 2009)

Photo Credits(in order of appearance)

• ADoseofShipBoy (Flickr) - confetti• Hawkin Kings (Flickr) – iPhone• LGEPR (Flickr) – TV• Search Engine People Blog (Flickr) – Laptop• Cote (Flickr) – Laptop2• Jose and Roxanne (Flickr) – Front desk• Piez (Flickr) – Cat• Norman B. Leventhal Map Center at the BPL (Flickr) - Map