influencing the moment of truth: utilizing social insights for product marketing
TRANSCRIPT
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KELLY AUTENRIETH & BRIT FERGUSON
Utilizing Social Insights for Product MarketingInfluencing the Moment of Truth
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Introductions
KELLY AUTENRIETHBRIT FERGUSON
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Don’t be shyWe’d love your participation
• Ask questions in the session chat
• Tweet about discussion
A download and recording of the webinar will be made available after the event
@brandwatch #brandwatchtips
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• Cited as a Leader in the Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016
• 1200+ clients in 20+ international markets
• 98% customer satisfaction• Over 30% of Fortune 100• 300+ employees• International New York/San
Francisco/Brighton/Berlin/Stuttgart/Singapore
Brandwatch
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Plan of Action• Defining the moment of truth• Consumer’s actions + your strategy = influencing
the cycle• Visualizing your data • Identifying successful brands • Recap & Q&A
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Moment of truth
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ZMOT
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They = Consumer
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You = Brand
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The Search Begins
THEY• Read forums and
reviews• Ask other parents• Identify brands and
product types
YOU• Content planning
and strategy• Influencer identification • Purchase intent
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Visualize It
TOP AUTHORS (PHASE 1)
TOP AUTHORS (PHASE 2)TOP SITES (PHASE 2)
TOP SITES (PHASE 1)
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Examples
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Examples
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First Moment of Truth
THEY• Price and product
comparisons• Package Appearance • Where to buy
YOU• Localization • Packaging strategy• Market research
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Visualize It
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Visualize It
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ExamplesFestina Watches Neiman Marcus
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Experience & Post-Purchase THEY• Purchase• Additional research for
what might have been missed
• Reading and sharing experiences
• Reconsideration
YOU• Customer service• Customer feedback• Marketing campaigns • Promotions
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Visualize It(((I OR we) NEAR/5f (purchased OR bought))
NEAR/10f ("backyard discovery"))
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Examples
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Recap & Takeaways• You can help influence the Moment of Truth• Keep the consumer at the forefront• Can’t spell they without you• Social data is an always-on approach
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Q&A
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