Driving Purchase Decisions in the Social Media Era

1

Bill Parkes EVP, Chief Digital Officer nFusion

2

Today’s Construct

• Introduction

•Decision making over time

• Social Media Era

• Examples

• Implications

3

Our Clients

5

Customer Engagement Framework

The Evolution of Decision Making

6

7

Decision Stages

Loyalty

Purchase

Advocacy

Familiarity

Active Consideration

Late-Stage Consideration

Local Era

• Commerce was largely community-based

• Communications were delivered in printed and face-face forms

• Decisions influenced by neighbors you trusted

Mass Era

• Commerce exploded

• Mass media communications via print, broadcast

• Decisions influenced by brands you trusted

Digital Era

• Near limitless commerce options

• Communications are increasingly Internet-based, disinter-mediated, multi-directional and behaviorally targeted

• Decisions influenced increasingly by experiences you trust

Social Media Era

• Commerce increasingly influenced by SoLoMo (Social/Local/Mobile)

• Communications overwhelm consumers and are radically altered by the Social Graph

• Decisions influenced by people and brands you trust and the experiences you have with them

Social Media Era: Driving a Radical Shift in Decision Making

12

Social Capital

“The value derived through connections within and between social networks, characterized by

trust and reciprocity.”

Social Capital in the Social Media Era

“The value derived from a person or

brand’s collective digital presence,

including their social graphs, levels of

influence and use of digital social networks, characterized by trust,

reciprocity and scale.””

14

15

Accelerating Change

16

Source: Ray Kurzweil, 2007

Accelerating Change

[Overwhelming Complexity]

Source: www.RobTheWebGuy.com

Technology Evolution

18

We are here.

Building Social Capital

19

-Build intuitive, confident experiences -Build deeper relationships with brand advocates

-Pay it forward -Add value in customers’ experience

-Interconnect social networks -Facilitate word-of-mouth amplification

Current Day Examples

20

Better Decisions Through Your Graph

Improving Search through Social Signals

Merging Social into Search

Access to Professional Peer Networks

SoLoMo Relevance

Rising Fidelity of the Social Graph

Implications

27

Implications: Marketers

Implications: Customer Expectations

Intuitive, intelligent experiences

You know who I am, no matter where or how I engage with you.

You give me access to the information and applications I need anytime, anywhere on any device.

Helpfulness and reciprocity

You’ll connect me with others to help me make faster and better decisions.

You’ll treat me right, or I’ll share my bad experiences with my network. Delight me in unexpected ways, and I’ll share that too.

Implications: Digital Experiences

• Data relative to a customer is integrated and accessible (securely) Seamless

•Embed the Social Graph and advocate amplification into experiences (as regulations permit)

•Encourage and facilitate sharing and participation Social

• IA, findability, visual prioritization

• Optimized across PC, tablet, mobile, surface Satisfying

• Interconnect networks

• Design solutions for syndication, distribution Scale

• Accelerate iteration cycles (buckle your seatbelt!) Speed

Implications: Professional Advancement

Identify tools, platforms and communities that can help to accelerate: Your personal learning and growth Key projects and the multitude of decisions required within them

Build your networks; their value has yet to reach its full potential.

Become a student of the Era of Social Capital…we’re just getting started.

Thank you!

32

Bill Parkes EVP, Chief Digital Officer nFusion www.linkedin.com/in/bparkes

bparkes@nfusion.com

Converged media overview: http://nfusion.com/smart/converged_media/