PowerPoint Presentation

KELLY AUTENRIETH & BRIT FERGUSON Utilizing Social Insights for Product Marketing

Influencing the Moment of Truth

Introductions

Description of Brandwatch as a company

Introducing the BoothKELLYAUTENRIETHBRITFERGUSON

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Plan of ActionDefining the Moment of Truth

Consumers actions + your strategy = Influencing the cycle

Identifying successful brands

Recap & Q&A

Moment of truth

Pictures of:

people clicking a product to buy

person at the checkout counter

Post Purchase (buyers remorse, Buyers Stockholm Syndrome)

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ZMOT (site Google)

Yasssss ^^^^5

They consume

Image of push and pull; how brands can influence all touchpoints and decisions of the consumer through purchasing intent

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You = Brand

Stimulus

Picture/GIF of a lightbulb going on

(if you can come up with something more creative/funnier, please do)

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The Search Begins | THEY VS YOUTHEYread forums, read reviewsasking other parentsidentifying brands and product typesYOUcontent planning and strategyInfluencer Identification purchase intent

Thinking: WOM, Asking Friends, Reviews, Influencers, Content Placement / Ad PlanningThey Vs. YouUse Case 1Use Case 2Real Life Examples

BF:

Content Strategy:Where content goes: popular parenting forums/craigslist (cheap & easy consumer to consumer purchasing)What the Content Is: Highlighting price, features, accessibility When youre pushing it out: seasonal, time of day where parents are most likely online (post 8pm)Influencer Identification:Demographic Youre Looking to Target: Parents of a certain age (35-50 / of teens), grandparents around the holidays Aim for Buyers who are likely to write reviews, head up parental organizations / forums that are likely to recommend Purchase Intent: Keyword search of looking to buy, wanting to buyWHO is having these conversations (WHEN) What themes are driving this: birthdays, holidays, kids demand, feature releases, seasonal HOW are they hoping to buy

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The Search Begins | THEY VS YOU

HBO:Not standard paid ads looked for partnerships with people that would target the demographic theyre afterLot of people from ages of 20-35 read buzzfeed as well as watch popular HBO shows Make the content not just the partnership relatable

Barbie:Re-branding strategy was based around social data & consumer perception Demographic they want to target may be young children but more specifically the influencers will be parents wanting to instill the right ideals / body image perception for their children A lot of people has said for years Barbies dolls body types werent accurate of real life or attainable but they were able to have the social data to back up this theory & eventually give the people what they want.

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The Search Begins | THEY VS YOU

HBO:Not standard paid ads looked for partnerships with people that would target the demographic theyre afterLot of people from ages of 20-35 read buzzfeed as well as watch popular HBO shows Make the content not just the partnership relatable

Barbie:Re-branding strategy was based around social data & consumer perception Demographic they want to target may be young children but more specifically the influencers will be parents wanting to instill the right ideals / body image perception for their children A lot of people has said for years Barbies dolls body types werent accurate of real life or attainable but they were able to have the social data to back up this theory & eventually give the people what they want.

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First Moment of Truth THEYprice and product comparisonsPackage Appearance where to buyYOUlocalization Packagingmarket research

package appearance - differentiation points of product; whats most important to the consumer

local - in store/online; where to sell and partners to work with; seasonal changes/influences

BF:Localization:What states, cities, types of locations are driving the conversation: suburbs vs cities, income levelsSeasonal Packages for northern states vs. all-year round investment in south Packaging:Ease of putting together Northern regions will have to withstand all seasons // Heat in the south Market Research: Economic shifts that drives interest in the product

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Real-Life ExamplesIKEA packaging & instructionsBest Buy in China

knowing pain points of consumers to highlight as differentiators on package

Ikea:packaging design, setup ease of use

Best Buy:Chinese consumers werent fans of the all in one superstores 13

Experience & Post-Purchase THEYPurchaseAdditional research for what might have been missedReading and sharing experiencesReconsideration YOUCustomer ServiceCustomer feedbackMarketing campaigns Promotions

Customer Service:Good vs bad experience leads to higher chance of feedback Customer FeedbackKeep the purchase cycle going - driving further sales Marketing Campaigns:Tailored to life events or again, seasonally Promotions:Partnerships

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Real Life Examples

http://www.ispot.tv/ad/Andk/wendys-4-for-4-meal-twitter-feed

Burger King: Product Packaging / Bundling: what menu items are consumers discussing together that could lead to higher sales if bundled. Dicks:Tracking time of purchase - offering discounts for shoppers who havent been shopped in a while Verizon Cable:Responsiveness is key: better experience via social than calling directly 15

Recap & TakeawaysYou can help influence the Moment of TruthKeep the consumer at the forefrontCant spell they without youSocial data is an always-on approach

knowing pain points of consumers to highlight as differentiators on package

Ikea:packaging design, setup ease of use

Best Buy:Chinese consumers werent fans of the all in one superstores

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Q&A