iLevel presentation

1. Understanding an increasingly
complex consumer journey
How consumer’s view brands as
‘friends’ in social networks

2. Understanding an increasingly
complex consumer journey

4. Purchase journeys are more complex
Pre-internet
Discussion
with partner
Shop 1
Discussion
with partner
Shop 2
Decision
Shop 2
Purchase

5. Discussion
with partner
Google
Shop 1
Budget Plasma
Screens ‘r’
us.com
Kelkoo
Banner ads
Ebay
Official
Brand site
Discussion
with partner
Decision
Shop 2
Purchase
Post question on
Yahoo answers
Extended network through online
communities (messenger / email /
facebook)
Customer feedback
Official editorial vs.
User ratings
Associated forums
Blogs
Consumer
reviews
Post-internet

6. Last Exposure
Making sense of the consumer journey
SaleSale
Event type
Affiliate Marketing
SEO
Far more than just the last click
PaIid Search
Display

7. Understanding the stages of a journey can
improve effectiveness
SaleSale
▪ Paid Search ▪ Affiliate ▪ Display ▪ SEO
Last Event
Last Event +1
Last Event +2
Last Event +3
Last Event +4

8. 1. A new way of understanding Paid Search
Sales increased by 122%
Search
Sale
Last Click
Last Click +1
Last Click +2
Last Click +3
Last Click +4
▪ Brand Term ▪ Brand Product ▪ Generic (specific) ▪ Generic (broad)

9. 2. Understanding the role display advertising
Journey costefficiency
Journey click efficiency
Most efficient sites
Least
Efficient
sites
Conversion rate increased by 13%

10. 3. Only paying affiliates where they add to a sale
1. Affiliate–only
Journeys (+)
3. Other→Affiliate
Journeys (‐)
2. Affiliate →Other
Journeys (+)
Sale
Event type
Display Click
Paid Search
Natural Search
Affiliates
Display Impression
Reduced cannibilisation of sales by 25%

11. Understanding journeys is
commercially very powerful
37% increase in total online marketing sales
122% increase in Paid Search sales
Display conversion rates improved by 13%
Affiliate marketing conversions up to 60%
Cannibalisation of sales reduced by 25%

12. How consumer’s view brands as
‘friends’ in social networks

13. Objectives
To determine how social network users
understand, engage with and/or object to
brands within these spaces
To measure the level of acceptance or
rejection of brands within this sector from
a quantitative stand point
Objectives
To determine how social network users
understand, engage with and/or object to
brands within these spaces
To measure the level of acceptance or
rejection of brands within this sector from
a quantitative stand point
A quantitative survey of 1,000 16‐35 year old
Social Network users in Britain
In‐depth qualitative interviews with 50 Social
Network users
Online anthropology forum in MySpace over
8 weeks with 1,500 social network users
A quantitative survey of 1,000 16‐35 year old
Social Network users in Britain
In‐depth qualitative interviews with 50 Social
Network users
Online anthropology forum in MySpace over
8 weeks with 1,500 social network users
Ad to Friends ResearchAd to Friends Research

14. How would the consumer do it…
If you had your own business and you
were going to create a profile to promote
it, which of the following criteria would
you think were necessary?
If you had your own business and you
were going to create a profile to promote
it, which of the following criteria would
you think were necessary?

15. You’re in my space Behonest
Behonest
20% of social network users want
to know the advertiser will keep its
promise – just as a friend would
25%think brands that are
dishonest and unclear about what they
were doing should not be allowed to
advertise in a social network
64%say if they ran a company that
had a profile it must be trustworthy
and honest

16. They’re used to getting
things for free.
20% of users make friends
with a brand because of the
‘free stuff’ that the brand
offers.
Freemiums offerdigitalbounty
offerdigitalbounty
exclusive
wallpaper
discount
codes
behind the scenes footage
products
ticketsservices
‘After befriending a brand I expect in return things like discounted products,
freebies, information, updates on products, vouchers and tickets to events.
To add incentive, these things should be exclusive to their MySpace
community.
We want to feel special.’ Stuart Jenkins, 20, Portsmouth
‘After befriending a brand I expect in return things like discounted products,
freebies, information, updates on products, vouchers and tickets to events.
To add incentive, these things should be exclusive to their MySpace
community.
We want to feel special.’ Stuart Jenkins, 20, Portsmouth

17. 15% of social network users say
that a brand must have an
exciting and attractive
profile before they consider
making them a friend
‘If a profile is designed badly and
looks very basic, I would question
whether the brand was really behind
it’
Marguerite Pain, 32, Cambridge
‘If a profile is designed badly and
looks very basic, I would question
whether the brand was really behind
it’
Marguerite Pain, 32, Cambridge
look
good
look
good
Eye Candy
810,000 users think that
businesses with badly designed profile
shouldn’t be allowed on the network

18. IM others about the
advertiser (34%)
Text their friends about
it (24%)
Post comments
about it on other websites
(28%)
Forward the
advertiser to a friend
(19%)
Talk about the
advertiser on a forum
(18%)
Write or upload content
about the advertiser on
their own blog or website
(18%)
Huge opportunity if you get it right

19. Increase brand preference
amongst 16-25 year olds by
creating a partnership
between Samsung & Music
Creating a long term relationship with the
audience. Adding value to their community

20. Creating a relationship with Bebo beyond
advertising
Music
with
The Music Homepage
on Bebo will be
exclusively Samsung
Branded
Samsung’s Home on
Bebo.
Backstage access,
competitions, polls,
blogs and videos
Beat:
A daily music show co-
produced by Samsung,
Endemol and Bebo
Samsung Bebo Nights:
A monthly live gig for
Beboers held at
Gibsons studios

21. The Samsung Beat Hub on Bebo

22. The qualitative responses

23. What it has achieved so far..
Exposure 10,200,000 unique users
(that’s nearly everyone on Bebo)
6,250,000 Views of the Beat Music show
(Daily Music Video show created by Endemol)
745,000 Samsung profile views
(the highest number of advertiser views on bebo – ever!)