The document discusses how businesses can engage their digital audiences. It outlines the consumer buying process and how social media influences purchase decisions. Consumers are increasingly using social media and mobile devices to research products and get recommendations. The presentation recommends that brands establish a social media strategy to connect with customers and not get "locked out" of influencing purchase decisions. It provides statistics on popular social media sites and how engaged customers benefit companies.
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Digital Consumer: Engaging your digital audience
1. Digital Consumer:
Engaging your digital audience
1
Digital Marketing Summit 2012
Sallie Burnett
sallie@customerinsightgroup.com
2. Agenda
• Four Ways to Grow Your Business
• Customer Buying Process
• Social Media’s Influence on Purchase Decision
• Brands LOCKED OUT
• Q&A
8. What Role Does Social Media Play?
Four Ways to Grow
• Get more customers
Your Business
• Get customers to buy
more often
• Get customers to buy
more per transaction
• Retain more customer
11. Poll Question
Christmas 2011:
What web brand did
US Internet users
spend more time on
than ANY other
website?
12. Most Popular Internet Brands
US Internet users spend more time on Facebook than ANY other Web brand.
Top 9 US Web brands by total minutes in billions, home and work, May 2011
4.3
17.2 4.5 EA
YouTube
Yahoo
9.5
AOL Media
3.5
Apple
Network 4.3
53.5 Ebay
Facebook
12.5 9.1
Google MSN/WindowsLive
Bing
Source: Nielsen 2011 Q3 Social Media Report
32. Resources
LinkedIn Group
http://www.linkedin.com/in/sallieburnett
InternetHowTo on Twitter
http://twitter.com/internethowto
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary/
Infographs
http://www.customerinsightgroup.com/infographs
Social Media Grader
http://www.customerinsightgroup.com/marketinglibrary/social-media-grader
How to Use Facebook for Business
http://www.customerinsightgroup.com/facebook-pocket-guide
Editor's Notes
“ Web 2.0 is about people using technologies to get the things they need from each other — rather than from traditional institutions like corporation.” Groundswell by Charlene Li & Josh Bernoff
How has the consumer buying process changed?
The latest research from Forrester cites social media as the fastest growing marketing channel , expected to reach $3.1 billion by 2014.
How has this change influenced
Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth in terms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on our survey, that number had swelled to 72 percent by 2010. Notes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People born between 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older). Source: IBM Institute for Business Value analysis. CRM Study 2011 Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study Methodology In October 2010, we conducted two online surveys: The first was completed by 1,056 consumers in the United States, Canada, the United Kingdom, France, Germany, India, China, Australia and Brazil. Participants represented a distribution of ages among Generation Y, Generation X and Baby Boomers, with annual household incomes from US$25,000 to more than US$100,000.6 The second survey went to 351 business executives in the same countries (except Canada). Executives represented companies from the following sectors: Distribution, Communications, Financial Services, Industrial and Public Sector/Healthcare. In addition, to capture qualitative data from executives responsible for social media programs, we conducted 17 interviews in the United States and the United Kingdom. In partnership with Oxford Economics, we also established a Social CRM blog to solicit feedback on Social CRM topics from social media and CRM specialists and other interested individuals.
Companies large and small are beginning to explore social media as a new marketing avenue,