The New Customer Journey: Understanding and Engaging With Your Social-Savvy Customers

The modern customer journey begins with self-evaluation, and this customer “self education” begins with social.

If you build it, they will come.

Consumers continue to seek out and engage with social networks—from Facebook and Snapchat to Tumblr and Instagram. When you consider that the average user spends 1.72 hours per day on social platforms, it makes sense to examine which consumers are spending time on which networks—and how they are spending their “digital” time.

More specifically, what can marketers learn about consumer behavior toward specific brands based on social media activity on various networks? Do consumers start on one network in the beginning of their purchase journey and then shift to another? How can marketers best meet consumers where they are to serve them the right information at the right time to guide them toward a purchase?

The Destruction of the Marketing Funnel

If we take a closer look at the traditional marketing funnel, we see that a sale is determined by how a consumer enters the funnel, when they enter the funnel and what actions they take while in the funnel. Traditionally, the marketing funnel illustrates the customer journey from initial product awareness through to point of purchase. Today, with more people spending more time online, consumers are making purchasing decisions further up the funnel. Consumers are researching brands and products themselves and continuously providing real-time feedback via social.

Understanding the Customer’s Journey 

The modern customer journey begins with self-evaluation, and this customer “self education” begins with social. It has been estimated that 57 percent of the buying process is complete before “sales” is contacted. Think about a consumer going into a retail store in the mall to purchase a phone. While the sales representative will try and push the consumer to purchase a particular product, the customer—before entering the store—has already done his or her homework. He or she has researched the brand on social, read product reviews, compared prices and more.

The first—and most important question—to understand in the customer journey: What social networks are target consumers spending their time on? Smart marketers know they need to be on the networks that their customers are on. Here are four social networks that are changing the consumer social landscape:

Facebook

Facebook boasts 1.59 billion monthly active users; clearly, many potential customers are spending much of their digital time on Facebook. In fact, people are spending so much time posting and liking photos to the social networking platform that in February, Facebook unveiled its augmented Like button, “Reactions.” Now, users have the option to “react” to a post, choosing from “like,” “love,” “haha,” “wow,” “sad” or “angry.” The icons of the most popular Reactions will now display under each post.

When it comes to deriving actionable information from Facebook, marketers have a couple of options. Facebook Atlas, for example, allows consumers to establish their identity through opt-in/log-in, accounting for consumer cross-device and cross-channel activity. Marketers, with Atlas, can measure their campaigns across screens, targeting consumers from mobile to desktop (and back).

Meanwhile, DataSift’s partnership with Facebook, for anonymous and aggregated Facebook topic data, shows marketers what audiences are saying on Facebook about particular brands – all in a way that keeps personal information private. Marketers can use this anonymized and aggregated data to spot trends, patterns and insights; in other words, marketers get a holistic view of their target audience.

Snapchat

While Facebook is often considered the “traditional” social leader, Snapchat is where many newer, younger consumers are spending their time. In fact, 400 million messages are received on Snapchat every day and the application has about 30 million monthly active users. The video messaging application allows users to take and send photos and videos, or “snaps,” sending them to recipients for anywhere from 1 to 10 seconds.