The Social Customer
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The Social Customer

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How the digital and mobile transformation influences customer behaviour. Presentation held at the launch event of the book "Social Media Strategy - a Step-by-Step Guide to Building your Social ...

How the digital and mobile transformation influences customer behaviour. Presentation held at the launch event of the book "Social Media Strategy - a Step-by-Step Guide to Building your Social Business".

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The Social Customer The Social Customer Presentation Transcript

  • Armin Ledergerber, MSc ZFH leda@zhaw.ch | @armled The Social Customer How the digital and mobile transformation influences customer behaviour. #bysb 17th September 2013
  • The customer’s voice has influence, his reach is endless. HubSpot (2013). INBOUND 2013 Opening Video. Retrieved 26.08.2013 from http://bysb.eu/6y0 September 17th, 2013 The Social Customer Folie 2
  • September 17th, 2013 Folie 3The Social Customer The definition of the “Social Customer” Credits left to right: http://bysb.eu/akl; http://bysb.eu/akn; http://bysb.eu/ako
  • September 17th, 2013 Folie 4The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 5The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 6The Social Customer Connected devices are ubiquitous in our lives. 9 out of 10 Americans never leave home without their smartphone. 1) Internet World Stats. (o.J.). Internet Usage Statistics. Zugriff am 26.08.2013 unter http://bysb.eu/akp; 2 & 3) Google, & Ipsos MediaCT. (2013). Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/akq; 4) Cisco. (2013). Cisco Visual Networking Index: Global Mobile 2013. Zugriff am 26.08.2013 unter http://bysb.eu/akr Internet penetration in 20131 Estimated global growth of mobile data consumption4 0.2 0.6 0.9 1.6 2.8 4.7 7.4 11.2 0 3 6 9 12 2010 2011 2012 2013* 2014* 2015* 2016* 2017* Estimatedtrafficinexabytes x 7 Frequency of Swiss mobile Internet usage in 20133 Smartphone penetration in 20132 39.8 41.3 42.3 54.0 56.4 62.2 63.0 73.0 73.8 Germany Italy France Switzerland USA UK Sweden Korea UAE In%ofpopulation 88 4 6 1 1 0 20 40 60 80 100 Multiple times per day Once a day Few times a week Once a week Monthly or less In%ofsmartphoneusers 58.4 70.9 78.1 79.6 82.1 82.5 83.0 83.6 92.7 Italy UAE USA France Switzerland Korea Germany UK Sweden In%ofpopulation
  • The multi-tasking social customer1 September 17th, 2013 Folie 7The Social Customer The smartphone as the omnipresent digital companion. Even the TV loses against the smartphone. 1) Google, & Ipsos MediaCT. (2013). Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/99h 2) Schmidt, H. (2013). Wachablösung im Wohnzimmer. Zugriff am 26.08.2013 unter http://bysb.eu/aln Smartphone is the first, TV is the second screen2 31.7% 37.0% 31.3% Where is the focus? both equal mainly Smartphone mainly TV
  • September 17th, 2013 Folie 8The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 9The Social Customer Ubiquitous Internet access to product information helps customers mitigate the risks associated with high-involvement decisions. 1) Google, & Ipsos MediaCT. (2013). Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/99h 2) Nielsen, & NM Incite. (2012). The Social Media Report. Zugriff am 201326.08. unter http://bysb.eu/99g Mobile devices as a major information source1 Social Media sources for product & service information2 7% 8% 9% 15% 30% 34% 45% 47% 50% 62% 63% Company's Twitter Online Advertisement Mobile App Company's Facebook Live Chat Video Clip Email Call Center Company's Website Consumer Reviews Consumer Ratings % of mobile Internet users
  • September 17th, 2013 Folie 10The Social Customer User-generated content accessed on mobile devices is an important source of information and advice while shopping. IAB Mobile Marketing Center of Excellence. (2012). Mobile Shoppers: Growing Adoption Shifts Shopping Landscape. Zugriff am 22.11.2012 unter http://bysb.eu/99i Product and service feedback is omnipresent during shopping. 23% 30% 30% 31% 35% 37% Acquired/redeemed coupons/offers Accessed social media Scanned barcode to check price/availability in store Found product information while in store Used Internet to check prices/availability Contacted friend/relative about product purchase
  • September 17th, 2013 Folie 11The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 12The Social Customer The «Social Customer» connects with brands on social media sites if they provide special deals and promotions. PwC. (2013). Demystifying the online shopper. Zugriff am 26.08.2013 unter http://bysb.eu/992 PwC Switzerland. (2013). Demystifying the Swiss online shopper. Zugriff am 26.08.2013 unter http://bysb.eu/991 Reasons why online shoppers connect with brand’s social media sites 5% 7% 9% 10% 11% 16% 17% 17% 26% 28% 49% 6% 5% 9% 7% 6% 20% 16% 9% 28% 32% 41% Access to customer service through social media Interested in interacting with others that follow this brand Interested in interacting with the brand To research products before I buy them Feedback about a good or bad experience Opportunity to participate in contests Friends also interact with this brand on social media Follow the brand because I shop with them Friends or expert recommendation Interested in new product offerings Attractive deals/promotions/sales Switzerland Global
  • User participation often follows the 90-9-1 rule1 September 17th, 2013 Folie 13The Social Customer Very positive or negative customer experiences are the main triggers to engage with companies on the social web. 1) Nielsen, J. (2006). Participation Inequality: Encouraging More Users to Contribute. Zugriff am 28.06.2013 unter http://bysb.eu/aky. 2) Nielsen. (2011). How Social Media Impacts Brand Marketing. Zugriff am 201326.08. unter http://bysb.eu/9rm Reasons for sharing company experience2 23% 25% 31% 32% 41% 53% 58% 61% Bond with others Punish company Feel empowered Company to reach out Discount Learn more about products Protect others Give recognition for job well done 1% Heavy Contributors 9% Intermittent Contributors 90% Lurkers
  • September 17th, 2013 Folie 14The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 15The Social Customer The ever growing expectations of the “Social Customer” as the drivers of the “Social Revolution”. Kreutzer, R. T., & Land, K.-H. (2013). Digitaler Darwinismus. Wiesbaden: Springer Gabler.  Wide choice of products  High quality  Reasonable price  Excellent service  Appreciation  Personalization  Tailor-made offers  Contact only with permission  Instant contactability  Quick transactions  Fast response time  Independent of time  Independent of space  Independent of technology/ channels/devices NowEverywhere Only for me Everything
  • September 17th, 2013 Folie 16The Social Customer The characteristics of the “Social Customer” Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq
  • September 17th, 2013 Folie 17The Social Customer Engaging with the “Social Customer” at the digital touchpoints along the customer journey. Walker, B. K. (2011). Welcome To The Era Of Agile Commerce. Cambridge: Forrester.
  • Today’s customers have influence, their reach is endless.
  • September 17th, 2013 Folie 19The Social Customer Thank you. @armled | @imm_zhaw xing.to/armled facebook.com/sml.zhaw imm.zhaw.ch/blog slideshare.net/armled In the Certificate of Advanced Studies (CAS) program in Digital Marketing at Zurich University of Applied Sciences the participants learn to develop and successfully implement a digital marketing strategy that ties into a company’s corporate and marketing strategies. They become familiar with all aspects of management in the digital age, recognize the conflicting priorities of processes of change, and acquire tools to actively control them. For more information, visit www.imm.zhaw.ch/casdigmkt Learn more about the «Social Customer» and its impact on your business