THE NEW ROUTES FOR CUSTOMER TRAVELThe new way in which the customer interacts with

media.

“The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had”

Eric Schmidt, CEO Google

The one way process

Awareness

Familiarity

Consideration

Purchase

Loyalty

“Digital Media has levelled the playing field, opening doors to anyone to have immediateand unlimited access to an audience.

But content must evolve with the platform.”

Mark Pedowitz, President ABC Studios.

Creating a dialogue

Loyalty loop

MOMENT OF PURCHASE

INITIAL CONSIDERATION

SET

Active Evaluation

Post Purchase Experience

Trigger

On-going Exposure

Information Gathering and shopping around1.The consumer considers an initial set of brands based on perceptions and exposure to touch points

2. Consumers add or subtract brands as they evaluate what they want

3. Ultimately the consumerselects a brand

4. After purchase the consumer builds expectations based on experience to inform themselves for the next decision journey.

Speed, Depth, and Dialogue along the customer journey

“ ”

The importance of Web 2.0

CURATORS

PRODUCERS

COMMENTATORS

SHARERS

WATCHERS

Dialogue with the engagement pyramid

Source: Universal McCann Media Tracker Wave March 2008

Integrating the customer into the process

“I hear and I forget.

I see and I remember.

I do and I understand.” Confucius

Fiat 500

Things are evolving…fast, no very fast.

“Five years from now all media will eitherbe completely digital or well on its way to becoming intangible.”

Steve Rubel Ad Age December 2008

I am social, therefore I am.

therogersmithhotelnew york

Post messages

Reply to other users Respond to direct messages Twitter

Monitor search terms for leads and reputation

Post new videos YouTube (& video sites)

Monitor comments

Submit posts Check popularity of content Digg & Delicious ( and bookmarking sites)

Browse popular stories for ideas and trends

Blog

Post new entries regularly

Check statistics for growth & traffic spikes

Moderate comments

Respond to comments

Review other industry blogs

Post new photos

Monitor and respond to comments

Review group submissions

Submit photos to other groups

Monitor “Explore “ page for creative ideas

Check for reviews & content

Respond to all reviews ( positive & negative)

Encourage happy guests to review

Flickr (& photo sites)

Trip Advisor (& review sites)

SOCIAL MEDIAMAINTENANCE

How to generate clicks on your site.

PPC

Organic

Pay Per Click and Organic Search

Google’s Golden Triangle.

PPCOrganic

CUSTOMER VALUE LESS ACQUISITION/ RETENTION COSTS = LIFETIME VALUE

TRANSACTION VALUE NETWORK VALUE

FREQUENCY

TRANSACTION SIZE

CUSTOMER CHURN RATE

TOTAL SUM OF REFERRAL VALUESFROM ORIGINAL CUSTOMER BASE

LIFETIME VALUE EQUATION

1. Out of clutter, find simplicity.

2. From discord, find harmony.

3. In the middle of difficulty lies opportunity.

Albert Einstein

Thank you.

For further information about maximizing your customer contact email Garry Titterton on:

garry@creative-mindset.com or click onto

www.ip-seo.com or www.creative-mindset.com