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SOCIAL ERAunderstanding the customer journey in the
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Social is a silver bullet.
Do this and you will have
overnight success.
Social is about
mastering the tools.
3 THINGS THAT I WON’T TELL YOU:
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”“Tara Hunt
The Whuffie Factor
Social isn’t about the tools. If you focus on tools, you’ll look like
one.
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Hmmmmm…maybe this isn’t just a bunch of malarky after all…
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customerlet’s start with the
journey
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a story about meatloaf
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Andrew
Davis
http://www.akadrewdavis.com/ https://youtu.be/IDubyeOWLTk
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the customer journey is:non-linear
highly personalinterrupted constantly
noisya paradox of choice
completely unpredictable
in the social era,
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myth #1:busy business people don’t have time for the internet.
fact:According to Google’s studies, 89% of B2B researchers
use the internet during the B2B research process
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myth #2:this is what the CFO making
the decisions looks like
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fact:This is closer to the truth and it’s changing rapidly. According to Google, nearly half of all B2B researchers are millennials + they
heavily influence purchase decisions.
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The Shift in the B2B Researcher Demographic:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
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Employee influence on purchase decisions:
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
81% of non-C-Suite
employees influence purchase decisions.
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social eraand wth is the
anyway?
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HINT: I’m not talking about social media, though that is part of it.
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”“Nilofer Merchant
11 Rules for the Social Era
If the industrial era was about building things, the social era is
about connecting things, people, and ideas.
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RULES FOR THE SOCIAL ERA:
1. EVERYTHING is social
2. The lines between social and professional are blurred
3. The ‘consumer’ is no longer passive - they are PROsumers
4. Sharing communicates identity - people share what they want others to think they are
5. Relationships are more important than ever. Transactional interactions will be disintermediated by technology.
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ARE YOU REALLY BUILDING RELATIONSHIPS?
TRANSACTIONALOnly interact when you want
something (or when your CRM says to reach out).
Focus on your value being coverage and price.
Always Be Closing.
Customer service driven.
RELATIONAL
Really become part of your clients/contacts lives. Care. Follow. Listen.
Focus on helping your clients figure out and achieve their goals.
Always Be Listening.
Customer EXPERIENCE driven.
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“You’re not in the insurance business, you’re in the
EXPERIENCE business.”Competing on price, coverage and service is a race to the bottom and AI/chatbots/
algorithms will outcompete you there every day.
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disruptionsnot to mention there are a few
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MILLENNIALS!
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#insurtech
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ACA? not even sure .
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3 IMPORTANT TAKEAWAYS:
1.If you’re not at
enough touchpoints along
the customer journey, you don’t
exist.
3.Insurtech will win in the race to the
bottom of the price/
convenience war. Compete on
EXPERIENCE.
2.You can’t say “we don’t need social”
because EVERYTHING is social. It’s not a
tool, it’s a cultural shift.
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let’s lay some
foundationsto becoming truly social.
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traditional b2b tactics:Cold calling, professional networking, joining local business groups, buying lists of prospects (to call
and email), advertising seminars/webinars, encouraging referrals from clients and professional
connections, golf? etc.
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direct sales social is NOT good for
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relationships,but it’s really good at building
trust, bonds, confidence…
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a universe of tools to connect with your audience (or at least stalk them)
if there was EVER a great use for social media, it is to learn more about your audience.
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BEING SOCIAL STARTS WITH KNOWING YOUR AUDIENCE
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listeningshould be 75% of your social plan.
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WHO ARE MY CUSTOMERS?HOW DID THEY FIND ME?
(OR) HOW DID I FIND THEM AND HAS THIS CHANGED?
WHY DID THEY CHOOSE ME?WHAT WAS THEIR JOURNEY?
HOW HAS THIS CHANGED?
have you asked:
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”“The aim of marketing is to know and understand the customer so well the product
or service fits him and sells itself.
Peter Drucker,Father of Management Theory
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WE HAVE CRAZY POWERFUL DATA AT OUR FINGERTIPS:
1. Social Media Platform Analytics
2. Social Intelligence Tools
3. Social Listening
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SOCIAL MEDIA PLATFORM ANALYTICS
Social media platforms offer up everything from demographics to deeper psychographics, interests, and incomes like Twitter analytics.
https://analytics.twitter.com/
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SOCIAL INTELLIGENCE
Social Intelligence tools pull data from social networks to analyze interests and affinities of audiences.
You can tell a lot about people by who they explicitly follow online.(mostly not free, but mind-blowingand make learning about youraudience instantaneous)
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People Who Follow CFO Mag:
….tend to follow multiple business sources (and entrepreneurs) and are interested in content on: Financial Analysis, Analytical Skills, Budgeting, Business Process Improvement/ Management, Risk Management, Mergers & Acquisitions, Leadership, Strategic Planning + Financial Modelling.
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SOCIAL LISTENING
There are several free and inexpensive social listening tools that help you keep track of the ongoing conversation around #insurtech, #digitalhealth, #HealthIT, #HRtech and more.
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3 IMPORTANT TAKEAWAYS:
1.Listening is the most important
function of social. You’ve never had so much insight
into your audience!
3.There are tons of free tools to help
you figure out your audience. All you need to do to
use them is to listen.
2.You need a
strategy and that strategy will come
from really understanding your audience.
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CUSTOMER JOURNEYlet’s take a walk through the
and see where else social can help you out...
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1. I know you2. I’m looking for you3. I’m comparing you to your
competition4. I’m buying from you5. I’m using your product6. I’m reviewing you
THE CUSTOMER JOURNEY
1. A
WAR
E2.
SEA
RCH
3. D
ECID
E
4. T
RANS
ACT
5. U
SE
6. A
DVO
CATE
p.s. It is actually NOT as neat and clear as this, it just looks that way to be pretty to look at.
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AWARENESS
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AWARE
Customer’s state:
Isn’t looking for you, hasn’t heard of you. Lots of other things on their minds.
Another word for increasing awareness is ‘prospecting’.
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ACTIVELY RESEARCHING POTENTIAL LEADS ON SOCIAL
Using social intelligence tools - like LinkedIN’s Sales Navigator - to identify and ‘stalk’ potential leads.
https://www.linkedin.com/sales
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SOCIAL THAT LEADS TO PROSPECTING
When online influencers share your excellent online content with their audience, creating a buzz.
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SEARCH
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SEARCHCustomer’s state:
Actively looking and researching for a good option in your product category.
It is better if you are already part of the consideration (built awareness), but there are other ways to get you in the search path.
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SOCIAL HELPING YOU GET FOUND WHEN THE CUSTOMER IS RESEARCHING
Blog posts, YouTube videos, Tweets and other fresh content ranks very high in Google Search results.
Zane Benefits is on PAGE 1 of a search for “employee benefits” because of their blog content.
BLOG CONTENT
!
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DECIDE
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DECIDE
Customer’s state:
Narrowing down options to find the very best one. Most likely made her mind up, but may be swayed by reviews and differentiation.
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MOST CUSTOMERS HAVE ALREADY DECIDED BEFORE THEY CALL YOU
“Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete.
The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions.”
B2B’s Digital Revolution, Think With Google
https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
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SOCIAL TACTICS THAT HELP SWAY THE CUSTOMER TO CHOOSE YOU
When it comes to making a decision, it’s not just about price.
If you have social content (helpful videos and posts) and lots of people talking about you positively, it will help to steer the decision in your favour.
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TRANSACT
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Customer’s state:
Time to purchase! The customer is having their first experience with your product.
TRANSACT
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SOCIAL THAT CAN HELP THE ONBOARDING EXPERIENCE
Helpful content can make the difference between a new customer being lost and feeling educated.
One of the videos in particular generated close to $30,000 of revenue. “And it all had to do with the fact that we were answering questions that, at the time, weren’t even on the NYS [New York State] Department of Insurance’s website,” (Ryan) Hanley said.
State of Content Marketing: InsuranceContently, July 1, 2015https://contently.com/strategist/2015/07/01/state-of-content-marketing-insurance
https://www.youtube.com/watch?v=gyrt84STlgE
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UTILIZE
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UTILIZE
Customer’s state:
They’ve signed up. But how can you enhance their experience?
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DEEPENING CLIENT RELATIONSHIPS THROUGH CONTENT
https://www.youtube.com/watch?v=bXtlh_Ei5hc
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ADVOCATE
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ADVOCATE
Customer’s state:
They love you (of course!), now how can you give them the tools to help them spread the word?
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Every time you or a happy customer posts online, you create another opportunity to appear along another customer’s journey.
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3 Final Takeaways
1.The customer’s
journey is complex, non-
linear, and CONSTANT. You never know when an impression can
be made.
3.Dismissing social
as part of your growth strategy, is
dismissing multiple
opportunities. Your competitors
won’t.
2.No matter where
your potential customers are on their journey, you can be there with social. Social is really great at building trust.
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”“Terry Golesworthy,
President of the Customer Respect Group
Offering ongoing advice is now critical with today’s consumer choosing products and suppliers not on the advice of a single expert at a single moment in time, but on an accumulation of information from a
variety of sources over a period.
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Hmmmmm…maybe this isn’t just a bunch of malarky after all…
you?
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THANK YOU!Tara Hunt, President
Truly Social Inc.
http://www.trulysocial.ca http://www.youtube.com/tarahunt
http://twitter.com/missrogue