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Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
Customer behaviour-in-social-media
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Customer behaviour-in-social-media

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Social media has changed customer behaviour forever. It's taken the first steps towards re-empowering consumers and allowing them to take back control over vendor relationships. This talk looks at …

Social media has changed customer behaviour forever. It's taken the first steps towards re-empowering consumers and allowing them to take back control over vendor relationships. This talk looks at customer behaviour in social media.

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  • JP
    Fundamental shift in our economy
    This slide shows traditional, vertical communication model
    Consumers take their content and information from “vertical” institutions (e.g. Press; Broadcasters; Advertising; Static, Web 1.0 websites)
    Therefore, as a business, if you want to communicate your brand values, you tended to use these vertical channels.
  • JP
    However, that is now changing dramatically
    Increased bandwidth, lower storage costs and increased processing power, combined with the advent of ‘social media’, social networks, ratings sites and other user-generated content platforms
    Has lead to “Horizontalisation” of content and information delivery
    In other words, consumers getting content and information not from vertical institutions but from each other (horizontally)
    As a result, Brand’s messages will find it harder and harder to get through using vertical channels. Traditional marketing routes may already be in decline.
    “Balance of power” has shifted (or equalised)
  • JP
    So, what to do??
    Obvious, communicate at a horizontal level
    = more peer-to-peer
    = more conversational
    = more HUMAN!!
    Platform choice is an issue: Many platforms are for consumers only. Brands aren’t welcome. Need to find a platform where brands are welcome, indeed expected…
    That’s exactly what Plebble is – we have a very strong consumer message but there is a clear seat at the table for brands.
    We represent this interface between consumers and brands.
  • Transcript

    • 1. Customer behaviour in Social Media
    • 2. Introduction Co-founder of Plebble.com and Plebble Systems James Paterson e: james@plebble.com d: +44 (0)207 8707419 t: +44 (0)1256 807080 @jamespat
    • 3.  Plebble.com is a people-powered customer service comparison website  Consumers use consumers’ ratings/comments to find the businesses that give the best service/value and avoid those that don’t  Businesses use Plebble to improve their service and reputation based on feedback and customer engagement Plebble.com
    • 4. Plebble Systems  Consultancy + software  Help businesses use Social Media to analyse feedback, engage with customers and generate loyalty
    • 5. Users and Social Media
    • 6. Some numbers  175 million registered users  95M tweets are written per day  300 employees (updated September 14, 2010)  More than 500 million active users  People spend over 700 billion minutes per month on Facebook  900 million objects that people interact with (pages, groups, events and community pages)  Average user creates 90 pieces of content each month  More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
    • 7. Top 15 UK sites 1 Google UK 2 Facebook* 3 Google 4 YouTube - Broadcast yourself* 5 Yahoo! 6 BBC Online 7 eBay UK* 8 Windows Live 9 Wikipedia* 10 Amazon.co.uk 11 Twitter* 12 Blogger.com* 13 MSN 14 LinkedIn* 15 PayPal
    • 8. Platform types Source Volume Relevancy Quality Reach Microblog (Twitter) High Medium Medium Medium Blog Medium Medium High High Forum Medium Medium Medium High Social Network Medium Low Low Low Photo-sharing Low Low Low Low Video-sharing Low Low Low Medium Local directory Medium High High High Review site Medium High High High Social game Medium Low Low Low
    • 9. Usage of Social Media platforms* Complain Praise Get info Recommend Post a problem Get tech support Say thank you Give feedback Engage Discuss Learn Review Moan Give info Find a good deal Make friends * From a SCRM perspective
    • 10. Traditional, “vertical” mass-communication model
    • 11. New, “horizontal” mass-communication model
    • 12. Where should your business be?
    • 13. Getting involved in Social Media  Listening Insight  Listening  Responding Social Ripples Community  Listening  Responding  Curating Destination  Listening  Responding  Curating  Community The “Rules”  Be a human being  Use your expertise to ADD VALUE  Don’t force your message  Get your house in order FIRST  Deliver on promises
    • 14. The User’s Journey User Web -> Social Web -> Free Web I can see stuff online I can click links (e.g. to buy stuff) I can share (publish) my own stuff I can talk with people I can learn from people I can influence people I matter (ie what I do online has value) I want control over my online stuff (= Ownership?) I want to take my stuff where I want ( Portability/Freedom) The User Web The Social Web The Free Web “My stuff” = Personal data, Content, History/Activity, Friends/Followers
    • 15. The Free Web Characteristics  “Free” as in “Braveheart”, not “Lunch”  Breakdown of silos  Portability – between websites Platform WEB SERVICES Platform Platform Platform Platform Platform Platform Platform Platform

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