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NGA CONFERENCE     FEBRUARY, 2012                      1
50% of all Americans                            are active users of social networking.                                    ...
WHO’S USING SOCIAL MEDIA?2011                                15%                                                          ...
IT’S A   BIG DEAL.    BUT WHY?                     4
IT’S HUMAN NATURE TO                                     CONNECT....                              PRIMITIVE MAN           ...
Facebook is my                                                                   ‘window to the world’                    ...
7
HIGH SCHOOL                              The people involved self-select into cliques and subgroups.                      ...
SELF SELECTING SUBGROUPS OF THE SOCIAL WEB                                                                      School New...
HOW AND WHY DO WE CONNECT              AND MAKE OUR OWN COMMUNITIES?                                     1.   Communicate ...
WE ALL DESIRE COMMUNITY                                    WEAK TIES                                   STRONG TIESSource: ...
12
LEVELS OF ENGAGEMENT ON THE SOCIAL WEB                                       CREATE                         PARTICIPATE   ...
LISTENING            14
UNDERSTANDING                15
PARTICIPATING                16
CREATING           17
KEY CONCEPTS FOUR LEVELS OF ORGANIZATIONAL ENGAGEMENT FOUR C’S OF WHY PEOPLE WANT TO CONNECT YOU CAN BE A WEAK TIE, AND BE...
UNTANGLING THE SOCIAL WEBFIVE PART SERIES          INTRODUCTORY OVERVIEW            PART 1:         PART 2:           PART...
WHAT ARE YOUR SHOPPERS SAYING, RIGHT NOW, ABOUT YOU?WHAT COMMUNITIES EXIST WITHIN YOUR SHOPPERS?WHAT ROLE CAN YOU PLAY FOR...
CCRRC North America Council Members:David Ball, Ball’s Food Stores Inc.Jonathan Berger, The Consumer Goods ForumChris Cobo...
DOWNLOAD TODAY             www.ccrrc.org                             22
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Untangling The Social Web: Insights for Users, Brands and Retailers

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The Integer Group, on behalf of the North American Grocery Retail Council (sponsored by CCRRC) has produced a series of papers to help grocery retailers get to grips with the every changing world of the social web. This presentation was shared at the National Grocer Association's annual conference in Feb 2012 and is a high level summary of a series of five white papers which are being released at www.ccrrc.org and at www.shopperculture.com.

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Transcript of "Untangling The Social Web: Insights for Users, Brands and Retailers"

  1. 1. NGA CONFERENCE FEBRUARY, 2012 1
  2. 2. 50% of all Americans are active users of social networking. 250 MILLION photos are uploaded1.8 BILLION DAILY to Facebook. tweets sent each WEEK!Sources:eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral TrendsFacebook. (2011). Press Center. Company statistics. Retrieved from https://www.facebook.com/press/info.php?statisticsPaul Sloan. (2011, October 17). Twitter CEO: 250 million tweets – now what? Message Posted http://news.cnet.com/8301-1023_3-20121714-93/twitter-ceo-250-million-tweets-a-day-now-what/ 2
  3. 3. WHO’S USING SOCIAL MEDIA?2011 15% 40% 45% are <18 years old are 18-34 years old are over 35 years old2013e 15% 35% 50% <18 years old 18-34 years old over 35 years oldSource: eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral Trends 3
  4. 4. IT’S A BIG DEAL. BUT WHY? 4
  5. 5. IT’S HUMAN NATURE TO CONNECT.... PRIMITIVE MAN MODERN MANSource: Google UX Team Research, The Royal Society, Biological Sciences 5
  6. 6. Facebook is my ‘window to the world’ … it’s pretty hard to connect with people in person with three kids and all of life’s activities, so Facebook helps us all stay in touch and see what’s going on in each other’s lives. Social Network Connector, Female, 35-44Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research 6
  7. 7. 7
  8. 8. HIGH SCHOOL The people involved self-select into cliques and subgroups. (Bonders, Sharers, Creators & Professionals*) What people say can shape a reputation for good and bad. Fun and exciting people attract a crowd. Boring people are often overlooked.*Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research 8
  9. 9. SELF SELECTING SUBGROUPS OF THE SOCIAL WEB School Newspaper Publication Extracurricular Games Sharing AV Club Activities Cross Functional Platform (Facebook, Lunchroom Networking Google) Discussion Debate Club Home Room Location Commerce Young Entrepreneur ClubSource: Integer Primary Research, Media Sociaux 9
  10. 10. HOW AND WHY DO WE CONNECT AND MAKE OUR OWN COMMUNITIES? 1. Communicate 2. Create 3. Collaborate 4. ConsultSource: WARC Admap September, 2011 10
  11. 11. WE ALL DESIRE COMMUNITY WEAK TIES STRONG TIESSource: Google UX Team Research ...AND COMMUNITIES EXIST 11
  12. 12. 12
  13. 13. LEVELS OF ENGAGEMENT ON THE SOCIAL WEB CREATE PARTICIPATE UNDERSTAND LISTEN 13
  14. 14. LISTENING 14
  15. 15. UNDERSTANDING 15
  16. 16. PARTICIPATING 16
  17. 17. CREATING 17
  18. 18. KEY CONCEPTS FOUR LEVELS OF ORGANIZATIONAL ENGAGEMENT FOUR C’S OF WHY PEOPLE WANT TO CONNECT YOU CAN BE A WEAK TIE, AND BE INFLUENTIAL COMMUNITIES EXIST - WHAT’S YOUR ROLE? THE SOCIAL WEB IS LIKE HIGH SCHOOL IT’S HUMAN NATURE TO CONNECT 18
  19. 19. UNTANGLING THE SOCIAL WEBFIVE PART SERIES INTRODUCTORY OVERVIEW PART 1: PART 2: PART 3: PART 4: PART 5: ASSESSING IDENTIFYING SOCIAL THE VALUE OF THE THE SOCIAL THE ALLURE OF NETWORKING SOCIAL EFFECTIVENESS NETWORKING SOCIAL PERSONAS: NETWORKING OF LANDSCAPE. NETWORKING: A Look at FOR BRANDS PROFESSIONAL Traits, Behaviors Consumer and AND RETAILERS. SOCIAL and Motivators. Shopper NETWORKING. Mind-sets. JAN 2012 FEB 2012 MARCH 2012 MARCH 2012 APRIL 2012 CLOSING SUMMARY 19
  20. 20. WHAT ARE YOUR SHOPPERS SAYING, RIGHT NOW, ABOUT YOU?WHAT COMMUNITIES EXIST WITHIN YOUR SHOPPERS?WHAT ROLE CAN YOU PLAY FOR YOUR SHOPPERS?HOW CAN YOU FACILITATE THEIR COMMUNITIES?HOW CAN YOU ADD VALUE TO THEIR COMMUNITY?` 20
  21. 21. CCRRC North America Council Members:David Ball, Ball’s Food Stores Inc.Jonathan Berger, The Consumer Goods ForumChris Coborn, Coborn’s Inc.Mike Donnelly, The Kroger Co.Randy Edeker, Hy-Vee, Inc.Cathy Green Burns, Food Lion LLCJerry Golub, Price Chopper SupermarketsMark Irby, Publix Super MarketsJay Lawrence, MAL Enterprises, Inc.John Lucot, Giant Eagle, Inc.Tim Mason, Tesco U.S.Jason Potter, SobeysLeslie Sarasin, Food Marketing InstituteCarlos Smith, Bodega Latina CorporationGreg Sullivan, Walmart Stores, Inc.J.K. Symancyk, Meijer Inc.Todd Vasos, Dollar General CorporationLauri Youngquist, Knowlan’s Super Markets, Inc. 21
  22. 22. DOWNLOAD TODAY www.ccrrc.org 22
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