why search + social = success for brands
TRANSCRIPT
WHY SEARCH + SOCIAL = SUCCESS FOR BRANDS
THE ROLE OF SEARCH AND SOCIAL WITHIN THE CUSTOMER LIFE CYCLE* *A commissioned study conducted by Forrester Consulting on behalf of Catalyst
Boston
CATALYST AND FORRESTER: WORKING TOGETHER
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Brands are waking up to a world in which their customers have access to more information, across more channels, and have more control in their relationships with brands than ever before. – Forrester Consulting
“
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
It’s more complex than ever for brands to choose the right channels... – Forrester Consulting
“
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search & Social Have a Unique Power to Bring Consumers and Brands Together.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
FROM THE WHITE PAPER
• March 2015, we commissioned Forrester Consulting to evaluate how online consumers use search and social media through all the various touchpoints of their purchase journey.
• Forrester tested our idea that search and social are crucial components of the customer lifecycle, and play a complementary role to one another.
• There was an online survey of 999 consumers who had used online channels to shop within a 3 month period across multiple verticals…
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
…AND HERE ARE THE RESULTS!
UNDERSTANDING THE CUSTOMER LIFECYCLE
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
The customer lifecycle begins with channels that:
• Reach your customer by painting an appealing image
• Support depth in the product exploration process
• Solidify the relationship, engagement, and emotional bond customers have with a brand.
THE CUSTOMER LIFECYCLE
Reach
Depth
Relationship
ExploreDiscover
Buy
Engage
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
All of which promote discovery, exploration, purchasing, and continual engagement.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search & Social are imperative to product discovery, choice, and interaction with companies and brands.
THE POWER OF SEARCH & SOCIAL
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
SEARCH & SOCIAL CHANNELS EXAMINED
Search Channels in The Study Include: • Customer Searches on Search Engines • Customer Searches on eRetailers • Customer Searches on Social Media
Social Channels in the Study Include: • Major social platforms • Video sharing sites • Blogs (company or personal) • Review sites and communities
SEARCH: A PRIMARY TOOL IN THE CUSTOMER’S LIFECYCLE
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
SEARCH IS A TOP SOURCE OF INFORMATION
90% The percentage of the 999 consumers questioned who USE SEARCH when discovering, exploring, and engaging with products and services.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search Provides Insight.
At all stages in the lifecycle, Search is there to
provide information and insight on products &
services.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search Outpaces Traditional Media. Search activity for discovery and product engagement is on a continual rise, as discovery and engagement from traditional advertising channels is falling.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Percentage of consumers who turn to search in the discovery phase of the lifecycle versus…
…the percentage of those who turn to TV advertising for product discovery.
95% 50%
SEARCH OUTPACES TRADITIONAL MEDIA
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Which of the following ways do you use Search to:
Discover/find out about new products, brands, or services?
Research products brands or services? Keep in touch with products, brands, or services?
SEARCH IS THERE THROUGHOUT THE FULL CUSTOMER JOURNEY
Reach
Depth
Relationship
ExploreDiscover
Buy
Engage
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
REACH
SEARCH IS THERE THROUGHOUT THE FULL CUSTOMER JOURNEY
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
DEPTH
SEARCH IS THERE THROUGHOUT THE FULL CUSTOMER JOURNEY
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
RELATIONSHIP
SEARCH IS THERE THROUGHOUT THE FULL CUSTOMER JOURNEY
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search is the Best Way to Reach Customers. It is a gateway to brand content and effective in building and maintaining relationships.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search is… The main way for customers to access information they need to make informed decisions about what products they want to buy.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search is… A true launch pad for customers to find what they are looking for on brand sites and retail locales.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search is… A valuable tool for customers to re-visit retailers and companies, and even to see how other customers are using the products they had also purchased.
SOCIAL: DRIVING INCREASED BRAND VALUE
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
SOCIAL IS ABOUT QUALITY OF CUSTOMER – NOT QUANTITY OF CUSTOMERS
Reach
Depth
Relationship
ExploreDiscover
Buy
Engage
At all stages in the lifecycle, Social is an impactful media channel for the 999 surveyed customers, however, this impact is seen more in the QUALITY of interactions with friends and brands, rather than the quantity. How do customers use social media throughout the purchase journey?
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
REACH
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
DEPTH
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
RELATIONSHIP
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Let’s dive deeper into how social media drives value in the lifecycle…
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
REACH & DISCOVERY: FRIENDS DRIVE PRODUCT AWARENESS IN SOCIAL MORE THAN BRANDS
0%
10%
20%
30%
40%
50%
60%
I saw a friend's post about a brand
I asked my friends on social about a brand
I saw a brand's post about their products
I saw a sponsored post on a social site
52%
27%
43%
14%
Consumer Influencers in Social: 81% by friends, 58% by brands
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
81% Of consumers are interested in various products or services because of the influence of a friend’s post.
Versus
Of consumers are interested in various products or services because of the influence of a company’s post. 58%
A “friend’s” post or product suggestion is more valuable and influential to a customer in a purchase decision than a company’s own product post or advertisement.
DEPTH & RESEARCH: INFO GATHERED ON SOCIAL CHANNELS DRIVES VALUE & TRUST
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social Drives Value and Trust for Customers. Customer review sites are the top social media channel, as they are used to research products, driving trust.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social Drives Value and Trust for Customers. 73% of customers would pay more for a brand they “like” on social and 76% of customers would share information on products and brands with friends and family in the space as well.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social Drives Value and Trust for Customers. Customers who use social channels to research products are likely among the company’s best, with 52% saying they spend $250 or more online after visiting a social site.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social Drives Value and Trust for Customers. The more hype around a product or service on social media, the more valuable the information is to customers.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social is the Way Brands Reach Their Most Engaged Customers. Customer review sites, blogs and personal social networks providing social content to customers has inherent value for the most engaged set of people looking for and purchasing products.
In return, customers reward brands with repeat purchases, continued brand loyalty, and word-of-mouth advertising within their respective social circles.
ONGOING RELATIONSHIP: SOCIAL MEDIA ENCOURAGES ENGAGEMENT WITH YOUR BEST CUSTOMERS
SOURCE: “Why Search + Social = Success, The Role of Search and Social in the Customer Lifecycle” GroupM commissioned Forrester White Paper, 2015 Reference 1: Please see slide 15 for the full breakdown of customer response to social use throughout the customer lifecycle
88%
87%
• 88% of customers use Social in the Reach & Discovery phase
• 87% of customers use Social in the Depth & Purchase phase
• 66% of customers continue relationships with brands on Social after product purchase1
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
While 66% is lower than the other phases of the customer lifecycle for Social, these customers who do engage continue to naturally promote the brand and buy again, becoming ambassadors for their favorite products online within their social networks.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Social helps customers stay connected long after purchase, as it provides an outlet to share the benefits of products that they loved – all while promoting prolonged brand engagement.
SEARCH & SOCIAL: YOUR BEST CUSTOMERS ARE USING BOTH
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
The entire purchase journey is heavily connected to both Search and Social channels: • Algorithms in search engines favor social content,
promoting back and forth activity between the two media types
• They drive trust among consumers over online stores and the best customers use both to discover products, research, purchase and then engage with brands again…
SO HOW DO SEARCH & SOCIAL WORK TOGETHER?
SEO algorithms favor Social Content
Info from Search & Social drives more trust than
online stores
Your BEST customers are conAnually using both Search & Social
…Proving that there is a significant benefit to integrating search marketing & social media messaging.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
MOST CUSTOMERS USE SEARCH & SOCIAL TO INFORM SHOPPING BEHAVIOR
0%
10%
20%
30%
40%
50%
60%
Yes No I don't recall
58%
29%
13%
Customers Who Used Search and Social Media To Influence A Purchasing Decision
SOURCE: “Why Search + Social = Success, The Role of Search and Social in the Customer Lifecycle” GroupM commissioned Forrester White Paper, 2015
• Search is a lead-in to content customers use to find, consider and follow up on purchases they make.
• Over half who use the Search channel, ultimately also use Social to inform their shopping habits.
• Those who combine the two channels reward brands they like by spending more with these companies, and promoting them to friends and networks.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Customers Who Use Both Search & Social Spend More.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
Search & Social Are Key Ways Customers Relate to Products & Services.
It’s imperative that brands include Search and Social in the marketing media mix.
Customers actively use Search to efficiently access product details for purchasing decisions, and utilize social by interacting with friends and company content, directly influencing buying habits.
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
KEY RECOMMENDATIONS
• *Use Search to drive volume and site traffic* • *Use Social Media to drive value and trust* • – but most importantly –
• *Combine Search and Social for the greatest impact and results for business goals*
• Employing the Search + Social strategy presents a strong opportunity for brands to drive value for customers and proven results for themselves throughout the full customer lifecycle.
Reach
Depth
Relationship
ExploreDiscover
Buy
Engage
APPENDIX
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
CUSTOMER SHOPPING BEHAVIOR BY VERTICAL
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
SEARCH + SOCIAL = AMPLIFIES RESULTS
0.37% CVR
0.39% CVR
S+S Search Only
Social Only
Customers are 4.8 times more likely to convert when both the Search and Social channels are used together.
By investigating the customer journey on a single-user level, we can isolate their online paths, revealing the tendency to convert by channel: • Search only • Social only • Search + Social.
Search Only CVR is blended across all SEM & SEO clicks Social ONLY CVR is blended across Facebook and Twitter paid ad clicks
SOURCE: S+S Amplification Case Study, GMSS April 2015
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
SEARCH + SOCIAL INTEGRATION DRIVES RESULTS
1.89%
0.39% 0.37%
Search + Social Search Only Social Only
CVR by Channel Engagement
5.13x Lift
4.8x Lift
There is a considerable lift in the rate at which customers convert when both Search and Social channels are in their purchase journey verses just search or just social. • 4.8X lift over Search path engagement only.
• 5.13X lift over Social path engagement only.
Search Only CVR is blended across all SEM & SEO clicks Social ONLY CVR is blended across Facebook and Twitter paid ad clicks
SOURCE: S+S Amplification Case Study, GMSS April 2015
SOURCE: “Why Search + Social = Success For Brands, The Role of Search and Social in the Customer Life Cycle” Catalyst commissioned Forrester White Paper, 2016
KEY TAKEAWAYS
Users who engaged and clicked on Search (SEO/SEM) and Paid Social assets are 4.8X more valuable to advertisers.
LET’S CAPITALIZE ON THE SEARCH + SOCIAL SYNERGIES:
Strategic Recommendations
• Employ retargeting of organic and paid search clickers in social to maximize reach into
customers who are engaged in both channels to drive social conversion volume.
o This can result in a 13.7x lift in conversion rate.
• Employ remarketing of social clickers in search to maximize reach into users who are engaged
in both channels to drive search conversion volume.
o This can result in a 3.4x lift in conversion rate.
SOURCE: S+S Amplification Case Study, GMSS April 2015
DOWNLOAD THE WHITEPAPER www.catalystdigital.com/forrester-sem-social-media-marketing-success/
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