Orange Online Meet Up I Level Presentation.Pdf
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The document discusses understanding the increasingly complex consumer journey and how consumers view brands in social networks. It analyzes how purchase journeys are more complex today due to various online influences. It also details research on how social network users understand, engage with, and accept or reject brands on these platforms. The research found that users expect honesty from brands and value exclusive rewards and attractive profiles. The document concludes with a case study of how Samsung partnered with Bebo to increase its brand preference among 16-25 year olds through an ongoing relationship on the social network.
Orange Online Meet Up I Level Presentation.Pdf
- 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
- 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)
- 15. You¡¯re in my space Behonest Behonest 20% of?social?network?users?want? to?know?the?advertiser?will?keep?its? promise?¨C 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
- 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 ¨C ever!)