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.

Customer behaviour-in-social-media Presentation Transcript

  • 1. Customer behaviour in Social Media
  • 2. Introduction Co-founder of and Plebble Systems James Paterson e: d: +44 (0)207 8707419 t: +44 (0)1256 807080 @jamespat
  • 3.
    • 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
  • 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 11 Twitter* 12* 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 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
     Listening Insight  Listening  Responding Social Ripples Community  Listening  Responding  Curating Destination  Listening  Responding  Curating  Community
  • 14. 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
  • 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