The social consumer


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The social consumer

  1. 1. The Social Consumer<br />Nicolò Michetti – Director – Digital PR Milan<br />Vincenzo Cosenza – Director – Digital PR Rome<br />London, March 12 2010<br />
  2. 2. A newlandscape<br />VIDEO INTRODUCTION <br /><br />
  3. 3. A newlandscape<br />Some Highlights<br />
  5. 5. MOBILE USAGE <br />Global mobile subscribersexceed Internet usersby > 2x<br />Smartphoneusersmay rise 3x over 5 yearsto 1 billion<br />Souce: Morgan Stanley<br />
  6. 6. Social networks on the rise<br />A map of the world, showing the most popular social networks by country<br />V Kontacte in Russian countries<br />FB is the market leader in 100 out of 127 countries analyzed<br />Maktoob in some Middle East countries<br />Hi5 resists in Peru, Portugal, Romania, Thailand, Mongolia<br />Data from Alexa & Google Trends for Websites<br />
  7. 7. Facebookstats<br />More than 400 million active users<br />More than 3 million active pages on Facebook<br />Every day:<br />200 million active users log on to Facebook<br />More than 35 million users update their status<br />More than 20 million people become fans of pages<br />Every month:<br />More than 3 billion photos uploaded<br />More than 20 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared<br />
  8. 8. TWITTER STATS<br />50 million tweets created each day - an average of 600 tweets per second.<br />Over 25 million users worldwide in 2009<br />(Twitter projections for the end of 2013: 1 billion users!)<br />Tweets per day: <br />5,000 in 2007. <br />300,000 in 2008<br />2.5 million in 2009<br />The use of Twitter outside the U.S. has experienced significant growth over the past six months.<br />
  10. 10. Who is the social consumer ?<br />
  11. 11. connected<br />Social Consumer spends a lotoftime<br />on Social Media and blogs<br /> (data on monthly base – January 2010)<br /><ul><li>Social Consumer TRUSTsher/himcircleoffriends/contacts
  12. 12. He/Shelikesto share experiences and advices</li></li></ul><li>Social shopping<br />Social Consumers shop together<br />There are plentyof social shopping services on the net<br />Oneof the best is KABOODLE<br />Kaboodle offers a robust and simple set of features. <br />Users can collect shopping items from many sites using the Kaboodle toolbar. <br />The items can then be organized into collections, reviewed and shared with other users<br />Each collection can be viewed as a list, grid, slideshow and collage. <br />
  13. 13. Multi-channel<br />How does Social Consumer get information ?<br />Social Consumer gets information fromvarioussources. <br />Only 7% of US Internet users trust one single source (PEW Internet Research,2010)<br />Social Consumer gets information throughvarious media devices (TV, PC, mobile phones, …), sometimeoverlappingthem<br />
  14. 14. Active<br />Social consumer doesn’t trust anymore Advertising Messages<br />HefiltersBrandMessagesthroughhisexperience<br />Helikesto REMIX BrandMessages in orderto express love or hate<br />Hebuildsservicesaround Brands<br />i.e. BrandTagscreatedbyNoahBrierthatshowshowcustomersperceive a brand, based on free word associations<br />
  15. 15. Howtoengagewith the social consumer <br />
  16. 16. Whatyouneedtoknow<br />Understand where your customers are (“Fish where the fishes are”)<br />Don’t approach social networks without knowing if your customers are there. <br />Start understand social network dynamics , how to leverage on that aggregation place.<br />Understand their social behaviors online How do they use social technologies? Do they share? Comment? Create their own content?<br />If they frequently like to comment on websites, allow them to leave their comments.<br />
  17. 17. Understand level of activity<br />Segmentingcustomers<br />bylevelofpartecipation<br />People have different levels of engagement, motivations and skills to participate in social media. Forrester's Social Technographics® classifies consumers into six overlapping levels of participation <br />This Social Technographics Ladder includes consumers partecipating in at least one of the indicated activities at least monthly<br />
  18. 18. Understand level of activity<br />In Europe<br />Mainfacts:<br />In Italy there are more creators (27%) and critics (25%) thanEuropeanaverage<br />UK as the highestpercentageofJoiners (38%)<br />Germanyhas 52% ofInactives<br />Italy<br />UK<br />Germany<br />
  19. 19. Understand who trusts them? <br />If your customers are trusted by others, highlight them in front of their community. For example, moms may share information with each other, spreading their influence to others.  <br />Walmart’s 11 Moms blogger program is a platform for customer voices.<br />(Now 21 moms)<br />
  20. 20. Howtoengage<br />Understand and recognize users relevance: <br />listen to them<br />meet them<br />Be personal: remember they are people <br />Don’t consider your website as the center of user experience<br />Don’t simply talk about your products, tell a story (every company has one)<br />Build useful tools for customers<br />Design an experience, not just a website <br />
  21. 21. Vitamin water<br />Involve Consumer in Co-Creation<br />Vitamin Water (ownedby Coca-Cola) createdan innovative and funnyFacebookapplicationcalled “FLAVOR CREATOR”<br />The goal wasto involve consumersin product co-creation. They were invited to<br />Create a new vitamin formula (by mixing flavors) for a new product release<br />Choose the name of the new product <br />Design the new product packaging even offering (the best won $5,000)<br />Results:<br />7+ minutesof engagement per appsession<br />40K uniquelabeldesigners<br />A lotof media coverage<br />New flavourtobelaunched March 2010<br />
  22. 22. Nike true city<br />Give Consumers a useful sharing tool<br />Nike True Cityis a really cool iPhone app that uses crowdsourced Info For City Guide <br />You can find some info about different European cities, provided by some "Nike experts“<br />You can also contribute, updating contents with your own suggestions of what a "true city" should be.<br />The app reveals where new Nike events are taking place, where there are secret QR-codes in each city or even new Nike products to be launched <br />
  23. 23. Thank you !<br /><br />