Social Fresh 2018

1. BIONIC CONSUMERS:
BUILDING CUSTOMER LOYALTY
IN THE ERA OF BIG DATA
Zontee Hou for

2. How do we make decisions? Mo’ content, mo’
problems
@ZonteeHou | #socialfre

3. The average person
consumes 11.4 pieces
of content before
making a purchasing
decision,
according to Forrester
@ZonteeHou | #socialfre

4. Source: Smart Insights @ZonteeHou | #socialfre

5. We have more
resources than
ever,
but each
resource matters
less to us
@ZonteeHou | #socialfre

6. 81% of marketers
expect the majority of
their decisions will be
data-driven by 2020,
according to Gartner’s 2018
Marketing Analytics Survey
@ZonteeHou | #socialfre

7. Highly data-driven
organizations are 3X
more likely to report
significant
improvement in
decision-making,
according to PwC research
@ZonteeHou | #socialfre

8. 9.2% of marketing
budgets are going
towards marketing
analytics,
according to Gartner’s 2018
Marketing Analytics Survey
@ZonteeHou | #socialfre

9. “It really doesn’t matter
if you are a 60-year-
old woman or a 20-
year-old man, because
a 20-year-old man can
watch Say Yes to the
Dress and a 60-year-
old woman could watch
Hellboy.”
- Todd Yellin, VP of product
innovation, Netflix
[Mashable]
@ZonteeHou | #socialfre

10. Are you
collecting
enough data
right now?
@ZonteeHou | #socialfre

11. Measure Behavior, Not Demographics
• How do they learn about us? What else do they
consume?
• How do they compare/research?
• How much do they buy? How often? When?
• How do they impact others’ buying decisions?
@ZonteeHou | #socialfre

12. Data gives
value to each
small,
collective
action
@ZonteeHou | #socialfre

13. Design with
Behavioral
Economics
1. Automatic and
Reflective Systems
2. Nudges
3. Persuasion
@ZonteeHou | #socialfre

14. Decision-making with our
Automatic & Reflective
systems
Thinking fast and
slow
@ZonteeHou | #socialfre

15. @ZonteeHou | #socialfre

16. @ZonteeHou | #socialfre

17. Automatic & Reflective Systems +
Data
Design with Behavioral
Economics
• Provide familiar touch-
stones
• Make it easy to think
fast—the average
conversion rate of pop-
ups is 9.28% [Sumo]
• Guide your customers
through the process—
facilitate “slow” thinking
Analyze the Data
• What images and
language work?
• Where in the journey does
the action take place?
• What’s the value of a
“fast” engagement versus
a ”slow” one?

18. Nudges guide through
choice architecture
Create hidden
persuasion
@ZonteeHou | #socialfre

19. @ZonteeHou | #socialfre

20. @ZonteeHou | #socialfre

21. Choice Architecture +
Data
Design with Behavioral
Economics
• Look at your defaults
• Engage with loss aversion
• Simplify choice
• Examine your anchors
Analyze the Data
• A/B test your
assumptions
• Set up goals for behaviors

22. Persuade through
well-rounded argument
Connect in multiple
ways
@ZonteeHou | #socialfre

23. Cialdini’s 6 Principles Of Persuasion
@ZonteeHou | #socialfre

24. @ZonteeHou | #socialfre

25. Choice Architecture +
Data
Design with Behavioral
Economics
• Appeal to ethos, pathos,
and logos
• Develop multiple
approaches; don’t rely on
only one
Analyze the Data
• Design your
communications to be
measurable; be sure to
connect messaging with
CTAs
• Create and schedule
experiments deliberately

26. To Build Customer Loyalty…
• Test and measure consistently to find the
content that resonates with your different
audiences.
• Understand that more isn’t more—simplify
decision-making for your customers.
• Create content that supports your customers’
surround-sound experience of your brand.
@ZonteeHou | #socialfre