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Understand Your Customers' Social Behaviors
 

Understand Your Customers' Social Behaviors

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Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your ...

Introduction to socialgraphics and the Engagement Pyramid, a way to understand your customers in addition to traditional demographics, psychographics, etc. Research forms the foundation for your social strategy. Presented by Charlene Li and Jeremiah Owyang, Altimeter Group, on January 20, 2010. Recording is also available at blog.altimetergroup.com.

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  • When was this first created? Given that the oldest comments seem to be 3 years old, I'm guessing 2010. Has there been an update at all?
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  • Interesting categories. However, there are some earlier examples of engagement pyramids, e.g. 1990 Gabrial Chanan´s participation pyramid.
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  • Hi Dear,

    Compliment s of the season !!
    Um, i am miss ROSINA by name, i wish
    to have you as my friend so shall we be good friends ? I want us to base
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    My best regards,
    ROSINA
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  • Excellent! If anybody wants more information, TipTap Lab has a post on this subject as well (mostly targeted to CEOs): http://blog.tiptaplab.com//bid/178257/
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  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

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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/

Understand Your Customers' Social Behaviors Understand Your Customers' Social Behaviors Presentation Transcript

  • Understand Your Customers’ Social Behaviors
    Charlene Li
    Altimeter Group
    January 2010
    1
    Jeremiah Owyang
    Altimeter Group
    #socialgraphics
  • 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
  • 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
  • Socialgraphics
    4
    Demographic
    Geographic
    Psychographic
    Behavioral
    Socialgraphic
  • 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
  • 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:”
  • 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
  • The Engagement Pyramid
    8
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • Watching
    9
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • 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
  • Watching
    11
    Most people watch videos on YouTube – very few upload.
  • 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
  • Sharing
    13
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • 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
  • Sharing
    15
    Twitter enables real-time sharing.
  • Sharing
    16
    ShareThis reported a 200% increase in sharing through the ShareThis button in 2009. Overall, sharing is growing.
  • 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.
  • Commenting
    18
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • 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
  • Commenting
    20
    Facebook commenting and “Likes” simplified how users responded to other people’s content.
  • Commenting
    21
    Retail sites encourage ratings and reviews by shoppers.
  • 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.
  • Producing
    23
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • 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
  • Producing
    25
  • Producing
    26
  • 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
  • Curating
    28
    Curating
    Producing
    Commenting
    Sharing
    Watching
  • 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
  • Curating
    30
    The Coca-Cola Facebook fan page was started, and continues to be administered, by two regular fans.
  • Curating
    31
    Dell Community Ambassadors help manage and support customer forums.
  • 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
  • Read tweets (Watching)
    Re-tweet (Sharing)
    @reply (Commenting)
    Tweet (Sharing/Producing)
    #hashtag (Curating)
    The Twitter Problem
    33
  • Engagement Pyramid Data
    34
    Source: Global Wave Index Wave 1, Trendstream.net, July 2009
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
    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.