1. DIGITAL CONSUMER BEHAVIOR AGENDA : ONLINE CONSUMER BEHAVIOR Bangkok University : MK 314 Section 3711 GUEST SPEAKER - KITTIPAT MAHAPUNT CLASS : FIRST VERSION : NOV 2013 EDITED VERSION : MAR 2014 Basic Knowledge and Case Studies of new emerging behaviors in digital space For education purpose only

2. BRANDS WORLD CONSUMERS WORLD The rise of consumer power changes the way we communicate to the world 3. WHO IS LOOK UP FOR TRANSIT MEDIA? 4. SHOWROOMING BEHAVIOR Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item 5. PERCEPTION GAP FEEL CONTROL LESS POWER CONTROLLED SINGLE MESSAGE UNPREDICTABLE MESSAGE CLOUD SELECTIVE DISTORTION 6. PERCEPTION GAP BRAND CONSUMER Product Price Place Promotion Service Excellence Experiences Customer Service CRM 7. TRADITIONAL ADVERTISING TODAYYESTERDAY 8. BRAND CONSUMER THE BLIND SPOT 9. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 10. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL 11. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 12. MARKETING TERM FOMO - NOMOPHOBIA - PHUBBING MULTI-SCREEN BEHAVIOR REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 13. [ FEAR OF MISSING OUT ] FOMO MARKETING ERA BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 14. MyLife.com 56% Social Networks 26% Social Networks BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 15. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 51.1 35 51% (.) 16. NOMOPHOBIA This term for no mobile phobia refers to the fear people feel when separated from their mobile device. High-tech devices in general are becoming as integral to people as food and clothing (a macro trend weve termed Eat, Pray, Tech). With the mobile in particular, our attachments are deepening as the smartphone evolves into an indispensible Everything Hub and as it becomes more closely linked to our identity (see Mobile ID). Increasingly, going without this appendage will provoke real anxiety. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 17. 8 42.5% (.) BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 18. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT http://stopphubbing.com/ 19. MULTI-SCREEN BEHAVIOR BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 20. 97% of women who were watching the Oscars did so while using social media! BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 21. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 22. David Meerman Scott REAL-TIME MARKETING BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 23. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 24. BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 25. Semi Final 9 July 2014 7 1- 66m Generated 200 million posts, shares, comments and likes People involved 26. RIGHT-TIME MARKETINGREAL-TIME MARKETING ITS NOT CONCEPT OF TALKING DURING EVENT AND FESTIVE Think Carefully before post FIRST ROW IN SPOTLIGHT RELEVANCY, NOT SPAMMING 27. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE 28. UTILIZE 1st WAVE OPPORTUNITY CREATE 2nd WAVE BRAND SOCIAL CIRCLE CONSUMER ENGAGEMENT 29. Remember, we are playing around their relax zone WHAT BRAND WANTS WHAT USERS WANT DIGITAL SWEET SPOT 30. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 31. BRAND CONSUMER 32. BRAND SOCIAL CIRCLE CONSUMER CO-CREATION 33. BRAND CONSUMER From Loser to God User Generated Content Brand as a Hero The marriage of Facebook and Youtube Blurred Line between Online and Offline BRAND SOCIAL CIRCLE CONSUMER CO-CREATION 34. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 35. CROWDSOURCING COMMUNITY BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING 36. CROWDSOURCING COMMUNITY BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING PLATFORM MAY REQUIRED 37. BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING 38. BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING 39. BELGIUM Case Study KBC: The gap in the market BRAND SOCIAL CIRCLE CONSUMER CROWDSOURCING 40. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 41. Consumer Voice Competitor Assault Catastrophe on failed service 42. PASSIVE / ACTIVE 43. BRAND SOCIAL CIRCLE CONSUMER SPREADING CRISIS MANAGEMENT 44. LISTEN THEN ACTION 45. CASE STUDIES Seen P&G's Thank You Mom? Find out the hidden truth. (Greenpeace) 46. PASSIVE / ACTIVE 47. BRAND SOCIAL CIRCLE CONSUMER SPREADING VIRAL? 48. BRAND SOCIAL CIRCLE CONSUMER SPREADING were not just sharing the object, were also sharing in the emotional response it creates. THE ENERGY EXCHANGE The Engagement Project: Connecting with Your Consumer in the Participation Age 49. BRAND CONSUMER BRANDED CONTENT The storytelling is moving from Brand Center to Consumer Center BRAND SOCIAL CIRCLE CONSUMER SPREADING 50. CONTENT BRAND BRAND CONTENT OR 51. BRAND SOCIAL CIRCLE CONSUMER SPREADING 52. Marco Tempest BRAND SOCIAL CIRCLE CONSUMER SPREADING 53. SRICHAND POWDER : FACEBOOK LOVE OPERA BRAND SOCIAL CIRCLE CONSUMER SPREADING 54. SHARABLE CONTENT You cannot see from anywhere else Fresh, Incredible, Authentic Content Format they love to see , , , , , , Virgin Airlines GMM Z TRUEMOVE ALOEDENTTNT Belgium Media to help BUZZ BRAND SOCIAL CIRCLE CONSUMER SPREADING 55. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 56. Theory of Reasoned Action :Ajzen and Fishbein (1975 & 1980) Only 14% trust advertisements 90% of consumers trust peer recommendations BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 57. 80% of global consumers research electronics / computer / music / movies products online before buying in stores 60% of global consumers research clothes, shoes, toys, health&beauty products online before buying in stores BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 58. 65% of people say they used their mobile device to find a business 65% of consumers read between 2-10 reviews 68% of women consult online reviews, along with 66% of men 58% of consumers trust a business that has positive online reviews 72% of consumers trust online reviews as much as personal recommendations 70% of people have used the internet to find a local business in the last 12 months 27% of consumers regularly use online reviews to determine which local business to use 16% of consumers said they used the internet every week to find local businesses 15% of consumers said they had not used the internet to find a local business BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 59. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 60. HIGHINVLOVEMENTPRODUCT BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 61. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE IMPLICATION UNDERSTAND BEHAVIORAL ECOSYSTEM FINDING RIGHT INFLUENTIAL PEOPLE 62. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE McKinsey consumer decision journey 63. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE ASK / SEARCH / SURF 64. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE DIGITAL BEHAVIOR IS NOT LINEAR 65. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 66. INFLUENCERS BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 67. BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 68. PEOPLE LOVES CONTENT OF INFLUENCERS, NOT INFLUENCERS THEMSELVES BRAND SOCIAL CIRCLE CONSUMER INFLUENCE 69. BRAND CONSUMER SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age 70. MEME AGE BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT 71. INTERNET BROUGHT NO BOUNDARY OF CULTURAL TRANMISSION BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT CULTURAL TRANSMISSION, ALSO KNOWN AS CULTURAL LEARNING, IS THE PROCESS AND METHOD OF PASSING ON SOCIALLY LEARNED INFORMATION. WITHIN A SPECIES, CULTURAL TRANSMISSION IS GREATLY INFLUENCED BY HOW ADULTS SOCIALIZE WITH EACH OTHER AND WITH THEIR YOUNG. 72. BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT 73. http://faceblog.in.th/2014/02/chadchart-meme-explained/ BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT 74. VIRAL PHENOMENA THAT SELLS BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT 75. PRODUCT FORMAT BRAND SOCIAL CIRCLE CONSUMER ENDORSEMENT PRODUCT USAGE ADVANTAGE OF CONSUMPTION MOMENT 76. BRAND CONSUMER SOCIAL CIRCLE BRAND BADGE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS 77. BRAND CONSUMER THE NEW ERA OF COMMUNICATION The rise of consumer power that change the world of communication in digital age SOCIAL CIRCLE ENGAGEMENT CO-CREATION CROWDSOURCING SPREADING INFLUENCE ENDORSEMENT BRAND BADGE CREATE CREATE SPARKING CATERING ACTIVE STIMULUS PASSIVE STIMULUS HOW TO DEAL HOW TO DEAL 78. THANK YOU