The overall presence is more fragmented and customer engagement is more crucial than ever before. Find out what this means for your overall customer experience of your brand and how it impacts the customer journey and usability.

1. Impact of social media and changing
people's behaviours
Email: charlotte@optimumexposure.co.uk
Web: www.optimumexposure.co.uk
Blog: www.charlottebritton.co.uk
LinkedIn: http://www.linkedin.com/in/charlottebritton
Twitter: http://twitter.com/charlottebritto

2. What do you want to get out of
this session?

3. What will be covered?
• Buying process is changing
• What are the implications?
• Create digital of UK consumers buy something
42.6% marketing mix
online at least once a week
• Engaging
• Social selling
• Engagement zone

4. Buying Process is Changing
• 85% users found information through search
engines
• 15% of social media users are more inclined to
buy from 42.6% of UK consumers buy something
brands that advertise in social media;
online at least once a week
• 25% Facebook users who “Like” a brand on
Facebook want to receive discounts and
promotions
• Recommendations from friends or family is the
single most important factor in the choice of
website to buy from, with 71% giving this

5. Buying Process is Changing
• 80% Twitter usage is on a mobile device
• 30% will research products and prices online
42.6% of UK consumers buy something
online at least once a week
before completing the purchase at their local
store
• You Tube is the 2nd largest search engine in the
world
Source: Mashable.com and e-consultancy.com

6. Buying Process is Changing
• 25% of search results for the World‟s Top 20
largest brands are links to user-generated
42.6% of UK consumers buy something
content online at least once a week
• Rankings in search engines are influenced by
social factors / indicators
Source: Mashable.com and e-consultancy.com

7. source:
www.imccmarketing.com/

8. What are the Implications?
• Decision makers no longer want to talk to sales
until they are 60-70% down the decision cycle.
• 90% of all purchases are researched online
• Purchasing process has fundamentally
changed, so you need to create your optimum
marketing mix
• Need to blend online and offline marketing to
generate awareness of brand

9. What are the Implications?
• Fragments website – take relevant content to
the users in the channels they want to
communicate in:
• Facebook Fan Pages
• Twitter for customer services
• Using sites such as Get satisfaction for
building knowledge centre
• Conversations on blogs

10. Engage with People
• Need to engage with prospects who are within
their buying process and monitor them
• Engaging with then in a manner which means
that they can „self service‟ the information they
need, then contact sales when they are ready
• Need a mix of sales approaches, can‟t depend
on old processes „it‟s always worked‟

11. Understand Customer Journey
• Map out all the channels your can find you
online (Twitter, blog, LinkedIn, Email etc)
• Ensure creating correct brand image and
conversations in these channels
• Ensure all channels are blended and can be
accessed from each other
• Direct mail has social IDs on them
• Email marketing pushes visitors to social
profiles

12. Online Credibility & Social Selling
People use the Internet to find out whether they
should trust somebody to do business with or buy a
product from
This isn't new - the main way people work out
whether to trade with people on Ebay is through
their personal recommendations and reputation
score.
When people want to do business with you, they
will check the web to search for 'red flags' or for
information to help them understand you better.

13. Social Selling - New Sales Skill
Social Representation
• Buyers are researching your company & sales people
• What do there online profiles look like?
• Do you have a presence where your customers are?
• Are they consistent, approachable, reflect the brand
values of the company?
Search
• Where do customers go to gather information – which
sites?
• Can you leverage this information

14. Research What‟s out There
• Work out what information is already out there
about you.
• Role play the sort of searches people will make
about you and your company ..
• What search phrases does your website show
for?
• Create a map: which sites, how often, what‟s
talked about, by whom

15. Interact - Twitter
• Do you use the hash tags relevant to your industry,
products or location?
• Do you broadcast or engage?
• Do you spam or send relevant information?
• Are you consistent, responsive and have personality?
• Do you use Twitter for customer services, feedback,
engagement & posting information?

16. Interact - LinkedIn
• Is your profile set up
• Is your Twitter and blog integrated into your personal
profile
• Is your company page set up and optimised?
• Groups – little is more, focus on main groups and build
profile rather than dabble in many

17. Interact – Other profiles
• Facebook – do you need a Facebook Fan Page – what
will the strategy be?
• Can you use i-frames to embed information on your fan
page
• Needs to be a purpose for doing this
• Are you going to engage on Facebook or drive back into
website?
• Can then use Google Analytics to measure visits to pages

18. Interact – Other profiles
• Four Square – do you have a location base business
where you can promote offers and vouchers?
• QR codes (barcode that has URL embeded) to promote
landing pages on printed material
• Flickr – if you‟re products / events lend themselves to
photos – get people sharing

19. Follow Sales Process
• So you‟ve invested time setting up profiles,
monitoring & responding
• Use the information you have on conversations to
blend with your existing sales processes
• For instance if there‟s a tweet saying „I‟m reviewing
software that does XXXX‟ -> if it‟s relevant contact
the person & build a conversation

20. source:
www.imccmarketing.com/

21. Engagement zone
• Integrates content, next steps, next steps &
marketing automation
• More than just a contact us form
• Needs to include all the possible options for
connecting with your company
• So people can decided which information or point
of contact they want with your company, a „self
service‟ on information / interaction

22. Knowledge Centre - Content is King
• Needs to be engaging, topical, timely
• What information do your customers need to make
their decisions?
• Ideas for content:
• Top Tips
• Whitepapers
• Downloads
• Video content
• Interviews
• Podcasts

23. Engagement Zones

24. Engagement Zones

25. Engagement Zones

26. Engagement zone
• Once got visitor or prospect into engagement zone – they
can understand the other areas they can interact with you
and engagement options
• Great opportunity to create a USP and competitive
advantage as aligning your website and business with new
way of doing business
• This will become the new norm, so need to take advantage
of being an early adopter

27. Thanks for you time..
Any further questions?
Email: charlotte@optimumexposure.co.uk
Web: www.optimumexposure.co.uk
Blog: www.charlottebritton.co.uk
LinkedIn: http://www.linkedin.com/in/charlottebritton
Twitter: http://twitter.com/charlottebritto