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Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
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Socialgraphics: digital behaviour targeting

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  • We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  • http://www.90-9-1.com/
  • Transcript

    • 1. Understand Your Customers’ Social Behaviors
      Charlene Li
      Altimeter Group
      January 2010
      1
      Jeremiah Owyang
      Altimeter Group
      #socialgraphics
    • 2. Research is the foundation of any strategy –without it, you’re just “fondling the hammer.”
      This webinar (Part 1) will focus on how to use socialgraphics to create your own Engagement Pyramid.
      Part 2 will focus on developing a social strategy based on goals, and getting your company ready.
      A 2-part series
      2
    • 3. A company who sells ‘snackums’ is trying to reach moms.
      Brands would find out who has the biggest number of moms, HGTV, Food Network.
      Apply traditional demographics, and broadcast marketing
      Yet brands miss out on the specific behaviors of consumers –and their intricate relationships online.
      The Old Way? Carpet Bombing
      3
    • 4. Socialgraphics
      4
      Demographic
      Geographic
      Psychographic
      Behavioral
      Socialgraphic
    • 5. Where are your customers online?
      What are your customers’ social behaviors online?
      What social information or people do your customers rely on?
      What is your customers’ social influence? Who trusts them?
      How do your customers use social technologies in the context of your products.
      Socialgraphics asks key questions
      5
    • 6. 90-9-1 Principle
      6
      “In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
    • 7. Social technology adoption by consumers is no longer nascent – it’s nearly a mainstream activity.
      To be accurate in your social strategy, you must know the specific behaviors of your customer base.
      This updated framework provides a modern approach to social strategy.
      An updated framework
      7
    • 8. The Engagement Pyramid
      8
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 9. Watching
      9
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 10. What?:Consume content only, e.g. visit social networking sites, read blogs, watch videos, or listen to podcasts
      Why?: Seeking social-created content to help with making decisions, learning from peers, or entertainment
      Watching
      10
    • 11. Watching
      11
      Most people watch videos on YouTube – very few upload.
    • 12. How to Engage?:
      First, understand the content that they are currently consuming.
      Be relevant - what do customers want to read, watch, or hear?
      Create content that engages Watching, based upon existing habits.
      Tactics: Engaging Watching
      12
    • 13. Sharing
      13
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 14. What?: Update status on social sites or Twitter, upload/forward photos, videos, articles, etc.
      Why?: Want to share the information they have with peers, both to support others, and demonstrate knowledge
      Sharing
      14
    • 15. Sharing
      15
      Twitter enables real-time sharing.
    • 16. Sharing
      16
      ShareThis reported a 200% increase in sharing through the ShareThis button in 2009. Overall, sharing is growing.
    • 17. How to Engage?:
      Simplify and innovate sharing tools, see “ShareThis.com” and “AddThis.com”
      Advanced should seek Gigya*, Pluck, Kickapps.
      Recognition and rewards
      Allow Facebook, LinkedIn and Twitter connect features
      Tactics: Engaging Sharing
      17
      * Disclosure: An Altimeter Group client.
    • 18. Commenting
      18
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 19. What?: Respond to others’ content, for e.g. comment on blogs or news stories, review or rate products
      Why?: Actively participate, support, or contribute ideas/opinions, but usually one-off’s
      Commenting
      19
    • 20. Commenting
      20
      Facebook commenting and “Likes” simplified how users responded to other people’s content.
    • 21. Commenting
      21
      Retail sites encourage ratings and reviews by shoppers.
    • 22. How to Engage?:
      Allow every webpage to have commenting features
      Develop a community policy
      Foster an open and friendly environment (and discourage spammers and trolls)
      Seek community vendors like Lithium*, Jive, Mzinga, Awareness, LiveWorld*, Kickapps, Pluck.
      Tactics: Engaging Commenting
      22
      * Disclosure: An Altimeter Group client.
    • 23. Producing
      23
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 24. What?: Create and publish their own content, for e.g. websites, blogs, or podcasts
      Why?: Want to express identity, own content, be heard, or be recognized
      Producing
      24
    • 25. Producing
      25
    • 26. Producing
      26
    • 27. How to Engage?:
      Become a platform for the voice of your customers.
      Provide public recognition for most helpful community members.
      Sponsored Discussions: Intel Insiders, Microsoft MVP, Walmart Elevenmoms
      Note: Understand and abide by FTC Guidelines
      Tactics: Engaging Producing
      27
    • 28. Curating
      28
      Curating
      Producing
      Commenting
      Sharing
      Watching
    • 29. What?: Moderate or are heavily involved in online communities, for ex. Wikipedia, fan pages, or discussion boards
      Why?: Invested in success of a product, service, or community, want to give back, or be recognized
      Curating
      29
    • 30. Curating
      30
      The Coca-Cola Facebook fan page was started, and continues to be administered, by two regular fans.
    • 31. Curating
      31
      Dell Community Ambassadors help manage and support customer forums.
    • 32. How to Engage?:
      Rely on them as trusted advisors, consider them non-paid partners
      Identify influencers or community builders, recognize them in public.
      Tactics: Engaging Curating
      32
    • 33. Read tweets (Watching)
      Re-tweet (Sharing)
      @reply (Commenting)
      Tweet (Sharing/Producing)
      #hashtag (Curating)
      The Twitter Problem
      33
    • 34. Engagement Pyramid Data
      34
      Source: Global Wave Index Wave 1, Trendstream.net, July 2009
    • 35. Conduct research to identify the social behaviors of your customer base – before you do anything
      Also identify:
      Where are they online: Surveys or brand monitoring
      Who do they trust: Surveys
      Who do they influence: Survey or brand monitoring
      How they use these tools in context of your products: Most often surveys.
      When you first understand your customers, your marketing efforts will naturally unfold.
      Putting it to work
      35
    • 36. 1) Where are your customers online?
      Action: Don’t aimlessly approach social networks without knowing if they are there, if they are in Hyves, go there.
      2) What are your customers’ social behaviors online?
      Action: Which social features should we deploy? Example: if they are commenters, allow them to comment.
      3) What social information or people do your customers rely on?
      Action: If they rely on their friends, facilitate a marketing program that encourages customers to share with friends.
      4) What is your customers’ social influence? Who trusts them?
      Action: If your customers are trusted by others, highlight your customers in front of their community. Example: Intercontintental Hotel features the photos created by top guests.
      5) How do your customers use social in regards to your brand?
      Action: Understand how customers use these tools in researching new products, decision making, and support
      Socialgraphics makes you actionable
      36
    • 37. Situation: A healthy snack food company trying to reach moms, and their goal is to introduce them to a new product called “Snackums”. (fictional)
      Where are they online today?
      Use monitoring tools to find hot spots of conversations
      Use survey to find specific URL locations through and open ended questions
      Example: The data found that a third of the targeted moms visited Facebook at least weekly, and more than half visited at least monthly.
      Conduct qualitative analysis to find out what topics moms are talking about.
      Example: Brand monitoring indicated that the most talked about topic when discussing health foods was price and convenience.
      What are their online social behaviors?
      They deployed a survey, and found they are mainly watching and sharing, very few producers
      But those that are producing are highly involved
      New Way: Learning about Moms
      37
    • 38. Findings:
      Through the survey, found that most moms don’t talk about the product.
      However a smaller group did influence those that are watchers,
      Yet those watchers, don’t share in that greater community, they share it with their immediate friends in Facebook.
      Action
      With this, this company was able to identify, who the influencers were, how to reach them, and to spur on word of mouth to the ‘average’ moms reaching a greater segment of customers.
      Example: Activating Moms
      38
    • 39. Understand the socialgraphics of your customers by conducting surveys or obtaining secondary research.
      You’ll need to get the data from multiple sources –we don’t have all the data.
      We believe in ‘Open Research’ and we want to share –so the industry can advance together.
      Couple with your existing profiles or personas of customers, create an engagement pyramid for each persona.
      Next, identify what social goals your organization will take on (covered in our next webinar).
      Summary
      39
    • 40. Success in the Groundswell
      requires Open Leadership
      40
      When people get what they need from each other
      Have the confidence to let go and still inspire results
    • 41. Thank you
      41
      41
      Charlene Li
      charlene@altimetergroup.com
      blog.altimetergroup.com
      Twitter: charleneli
      Jeremiah Owyang
      jeremiah@altimetergroup.com
      web-strategist.com/blog
      Twitter: jowyang
      Follow the conversation at #socialgraphics
      Slides and recording will be available at altimetergroup.com
    • 42. 42
      About Us
      Altimeter Group is a strategy consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Practice.
      Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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