1. The Marketing Effects of
Consumer Influence on Social Media
March 6, 2013
Janet Jaiswal
Sr. Director of Global Product Marketing at
Tealeaf, an IBM Company
jjaiswal@us.ibm.com
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2. Background
• Twenty years of experience building and marketing products in the
mobile, payments, and e-commerce space for both businesses and
consumers.
• Has introduced about ten technology products and services to the
enterprise and consumer market.
• Previous positions: eBay, Scient, TRUSTe and PayPal
• Leading our social media marketing efforts at Tealeaf, an IBM company
that has resulted in a 250% increase in unique visitors and a 45%
increase in followers.
• MBA from the Tepper School of Management at Carnegie Mellon
University
• BS at the University of California at Berkeley
• Certified in Social Media Marketing by Marketing Sherpa
• Follow Janet at @JanetJaiswal (Mobile and Customer Experience
Management)
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3. Important note
The information presented in today’s
session reflects my viewpoints,
experience and learnings only and do
NOT represent IBM in any way
whatsoever.
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4. Agenda
› Three key trends in consumer media
› Implications for marketers & their companies
› Potential strategies
› Questions & answers
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5. The main goal of Marketers is to
reach people at those moments
or touch points, that can
influence their purchasing
behavior.
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6. #1 – Social site’s population grows, especially Pinterest
Launched in 2011, Pinterest is primarily B2C but also B2B
“Pinterest users reported a surprisingly high correlation between
pinning and subsequent purchasing; more than 1 in 5 Pinterest users
has pinned an item that they later purchased”
- Harvard Business Review, May 2012
Source: Socialmediaexaminer.com 6
7. #2 – Mobile is the media of choice to access social content
How do users access social media?
(in addition to the PC)
43% of users use smartphones
16% use tablets
5%
34%
61%
Jul’11 Jul’12 Jul’11 Jul’12
Mobile Apps Mobile Web
Source: Nielsen 2012 7
10. Bad Mobile Experiences = Real Consequences
@xxxx *sigh* So
depressing. Why
do this?
--------------------------
“A bad review in the app
store scars your app for
life”
– Mobile Orchard (leading iOS Blog)
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11. Expectations vs. Realities
85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than using a laptop
or desktop computer
Yet 41% of comments about the
top mobile companies expressed
frustration
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Source: Harris Interactive Survey of Mobile User Experience March 2011
12. The perfect storm builds…
63% of all online adults would be less likely to buy
from a company via other purchase channels if they
experienced a problem conducting a mobile
transaction.
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Source: Harris Interactive Survey of Mobile User Experience March 2011, Image source: Tim Greenhalgh, connectedeverywhere.com
13. #3 – Voice of the Customer is the new way consumers gain
attention
• Voice of the Customer (VOC) includes social networking sites,
surveys, feedback, updates, tweets, reviews, forums etc.
• Remember…online content is indexed for a long time….
Social media is used to…
Listen and learn about other consumers’ experiences: 70%
Find more information about brands, products and services: 65%
Compliment brands: 53%
Source: Socialmediaexaminer.com, Image source: researchaccess.com 13
15. Some disconnect between sites used by consumers vs.
marketers
Social Media Sites Used by Marketing Decision-Makers and Consumers Worldwide
% of respondents
Source: Pitney Bowes Software, Nov 2012 15
16. Consumers’ reaction to marketing messages on social media
Consumers are more tolerant of marketing messages on
social media if they are from brands they follow.
Source: www.emarketer.com 16
17. Consumer distrust advertising even if its disguised
“72% of those who felt they had been duped by a Sponsored Story
either felt the same way or worse about the brand afterwards; 62% of
those feeling mislead by a Promoted Tweet said the same.”
Source: MediaBrix
Source: www.emarketer.com 17
19. Strategy #1 for Mobile
Native Apps Mobile Web
• Mobile should be a priority for
your content
– Content should be personalized
– Content should be engaging
– Content needs to be optimized for
various mobile devices and
platforms
• Understand your mobile users
including user demographics
such as…
– Geography, gender, age, income,
device, platform etc.
Tablets
• Measure the impact
– Campaign effectiveness, # of
customers acquired, retention
rate, conversion rates etc. Hybrid Apps HTML5
Image source: Tealeaf, an IBM company 19
20. Strategy #2 for Pinterest
• Place high quality
photography
– Think themes not product
promotion
– Creativeness and visual appeal is
key
• Add the “Pin It” Button
on your site
• Be prepared to spend
time to engage with Pinterest supports hashtags
“Pinners”
• Engage with users
– Repin content (users get notified and hopefully they will go to your board)
– Make comments (comments stay with the picture so others can see it)
– Follow others (user gets notified and hopefully they will follow you)
Image source: Charles Nicholls on mashable 20
21. Strategy #3 for VOC
Pay attention to the Voice of the Customer
– Not just for marketers and researchers
– Be wary of the perfect storm
– Use VOC to attract visitors, educate them, maintain
relationships and provide customer service
– Gather and evaluate VOC data regularly
– Evaluate resources requirements before you start
“Online, no one can hear
you scream.”
- Unknown
Image Source: YA Novelties
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