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84% of shopping decisions among respondents are influenced by opinions found online. See more statistics in the presentation and on the website http://www.ideoagency.com/

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modern pr in e edition integrated customer

Modern PR in e-edition,

integrated customer service

Wojciech Szymański

the internet is one of the primary sources

The Internet is one of the primary sources of

information about services, products or brands.

Peter De Vries and Ad Pruyn have investigated

whether the facts that a product has been evaluated

by consumers affects the purchase at online stores.

It turned out that the sale of recommended products

is higher up to 20%.

findability

FINDABILITY

ZMOT

SERM

zero moment of truth the marketing concept

Zero Moment of Truth - the marketing concept

developed by Google saying that buying decisions

take place at the online review stage.

second moment of truth purchasing a product

Second Moment of

Truth – purchasing a

product and

experiencing it at home

First Moment of Truth

– first contact with the

product (e.g. on the

shop shelf)

Stimulus

(e.g. TV commercial)

Purchase process – traditional model

stimulus

Stimulus

First Moment

of Truth

Second Moment

of Truth

SMOT becomes ZMOT the

next purchase

Purchase process – a new model

70 of americans declare that they look

70% of Americans declare that they look at opinions

about products before making a purchase.

79% of consumers claim that they use smartphones

to help themselves with their purchases.

83% of mothers claim that after viewing a TV

commercial, they look at opinions about a product

online.

84 of shopping decisions among respondents

84% of shopping decisions among respondents are

influenced by opinions found online

54% of respondents browses different e-shops and

reviews before buying online.

62% of Internet users try buying a product online

before buying in a traditional shop.

findability 1

FINDABILITY

ZMOT

SERM

natural results

NATURAL

RESULTS

BOXES

GOOGLE

MAPS

IMAGE

RESULTS

ADVERTISING

RESULTS

FROM GOOGLE

NEWS

VIDEO

RESULTS

GOOGLE

SUGGESTS

PRODUCT

ADS

SERM – one can appear on Google

up to 8 times

slide13

7

1

2

3

4

5

6

findability 2

FINDABILITY

ZMOT

SERM

findability the ability to find the desired

Findability - the ability to find the desired

information, product or service at any time.

www tworzydlo pl

www.tworzydlo.pl

www.dtworzydlo.blip.pl/

www.goldenline.pl/dariusz-tworzydlo

www.ibuk.pl/fiszka/369/public-relations.html

www.newsline.pl/blogi/dariusztworzydlo/

https://ksiegarnia.wsiz.pl/index.php?page...

www.youtube.com/watch?v=oIN_bH9zrLc

www.proto.pl/informacje/info?itemId=84968

media.epr.pl/dr-dariusz-tworzydlo-wylicza-uczeln...

lubimyczytac.pl/autor/1620/dariusz-tworzydlo

pl.wikipedia.org/wiki/Dariusz_Tworzydło

prpro.com.pl/wykladowcy/dr-dariusz-tworzydlo/

pl.linkedin.com/pub/dariusz-tworzydło/4/4a3/a23

www.podkarpackie.org.pl/tagi/tag,60,dariusz-tworzydlo.html

prpro.com.pl/2012/01/dr-dariusz-tworzydlo-wykladowca-iv-zjazdu/

www.nowiny24.pl/apps/pbcs.dll/article?AID=/20101223/...

www.kto-kogo.pl/Dariusz_Tworzydło

podyplomowepr.pl/index.php/component/content/article/48

dariusz-tworzydło.weltbild.pl

www.pressmedia.com.pl/ls/index.php?option=com...

www.kurier365.pl/.../6893-3-pytania-do-dariusza-tworzydły.html

www.dziennikarstwo.uni.wroc.pl/pracownicy,dariusz_tworzydlo.html

www.szkolenia.pot.ecorys.pl/index.php/.../18-dr-dariusz-tworzydlo

www.urlcatalog.net/pl/strona/.../dariusz-tworzydlo-public-relations.ht...

adaetykipr.pl/download.php?id=56

pl-pl.facebook.com/people/Dariusz-Tworzydło/100002260062639

www.szkoleniapr.com/nasi-eksperci/dr-dariusz-tworzydlo/

https://ksiegarnia.wsiz.pl/index.php?page...

www.mamstartup.pl/tag/6688/dr-dariusz-tworzydlo

www.finanse.w-pigulce.pl/dr_dariusz_tworzydlo.../wpis13.html

wsiz.rzeszow.pl/kadra/dtworzydlo

www.exacto.pl/o-firmie/

antyweb.pl/barometr-komunikacji-czyli-jak-firma-pr-ze-startupem-pr…

www.wirtualnemedia.pl/tags/Dariusz%20Tworzydło

We will see an example how many times you can be on the net

word of mouth marketing

WORD OF MOUTH

MARKETING

USABILITY

WEBSITE

CONVERSIONS

how do i see modern e pr

How do I see modern e-PR?

It involves being wherever our potential customers

are!

where are our potential customers

Where are our potential customers?

They are looking for opinions online…

11 steps of pr online edition

11 steps of PR -

online edition

CASE STUDY: Congress of Professionals

www.kongresprofesjonalistow.pl

2 make sure all pages in top 10 results

2. Make sure all pages in TOP 10 results for

branding keywords are positive.

6 make sure you have plenty of information about

6. Make sure you have plenty of information about

your business online: publish your content and try to

appear on other websites as well.

10 by following these previous steps this

10. By following these previous steps,

this one will be done by itself:

Google autocomplete

thank you for your attention

Thank you for

your attention!

Wojciech Szymański

ws@ideo.pl

www.ideoagency.com