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.
Customer behaviour in Social Media
Introduction Co-founder of Plebble.com and Plebble Systems James Paterson e: firstname.lastname@example.org d: +44 (0)207 8707419 t: +44 (0)1256 807080 @jamespat
<ul><li>Plebble.com is a people-powered customer service comparison website </li></ul><ul><li>Consumers use consumers’ ratings/comments to find the businesses that give the best service/value and avoid those that don’t </li></ul><ul><li>Businesses use Plebble to improve their service and reputation based on feedback and customer engagement </li></ul>Plebble.com
Plebble Systems <ul><li>Consultancy + software </li></ul><ul><li>Help businesses use Social Media to analyse feedback, engage with customers and generate loyalty </li></ul>
Some numbers <ul><li>175 million registered users </li></ul><ul><li>95M tweets are written per day </li></ul><ul><li>300 employees </li></ul><ul><li>(updated September 14, 2010) </li></ul><ul><li>More than 500 million active users </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>900 million objects that people interact with (pages, groups, events and community pages) </li></ul><ul><li>Average user creates 90 pieces of content each month </li></ul><ul><li>More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month </li></ul>
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
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
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
Traditional, “vertical” mass-communication model
Getting involved in Social Media The “Rules” <ul><li>Be a human being </li></ul><ul><li>Use your expertise to ADD VALUE </li></ul><ul><li>Don’t force your message </li></ul><ul><li>Get your house in order FIRST </li></ul><ul><li>Deliver on promises </li></ul> Listening Insight Listening Responding Social Ripples Community Listening Responding Curating Destination Listening Responding Curating Community
The User’s Journey User Web -> Social Web -> Free Web “ My stuff” = Personal data, Content, History/Activity, Friends/Followers 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
The Free Web <ul><li>Characteristics </li></ul><ul><li>“ Free” as in “Braveheart”, not “Lunch” </li></ul><ul><li>Breakdown of silos </li></ul><ul><li>Portability – between websites </li></ul>Platform WEB SERVICES Platform Platform Platform Platform Platform Platform Platform Platform