The Marketing Effects ofConsumer Influence on Social Media  March 6, 2013  Janet Jaiswal  Sr. Director of Global Product M...
Background       • Twenty years of experience building and marketing products in the         mobile, payments, and e-comme...
Important note      The information presented in today’s         session reflects my viewpoints,      experience and learn...
Agenda› Three key trends in consumer media› Implications for marketers & their companies› Potential strategies› Questions ...
The main goal of Marketers is toreach people at those moments    or touch points, that can   influence their purchasing   ...
#1 – Social site’s population grows, especially Pinterest    Launched in 2011, Pinterest is primarily B2C but also B2B    ...
#2 – Mobile is the media of choice to access social content                                                  How do users ...
In 2013 mobile will exceed desktop internet usage                                                    8
Mobile Driving Success / Failure                           “eBay sees mobile as a game changer”                           ...
Bad Mobile Experiences = Real Consequences                                   @xxxx *sigh* So                              ...
Expectations vs. Realities  85% of adults who have completed a mobile  transaction in the past year expect the  experience...
The perfect storm builds…             63% of all online adults would be less likely to buy             from a company via ...
#3 – Voice of the Customer is the new way consumers gain   attention   • Voice of the Customer (VOC) includes social netwo...
IMPLICATIONS FOR MARKETERS ANDTHEIR COMPANIES                                 14
Some disconnect between sites used by consumers vs.   marketers             Social Media Sites Used by Marketing Decision-...
Consumers’ reaction to marketing messages on social media           Consumers are more tolerant of marketing messages on  ...
Consumer distrust advertising even if its disguised         “72% of those who felt they had been duped by a Sponsored Stor...
POTENTIAL STRATEGIES                       18
Strategy #1 for Mobile                                             Native Apps             Mobile Web  • Mobile should be ...
Strategy #2 for Pinterest • Place high quality   photography      – Think themes not product        promotion      – Creat...
Strategy #3 for VOC Pay attention to the Voice of the Customer      – Not just for marketers and researchers      – Be war...
Questions?             22
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Marketing to Consumers Using Social Media

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Describes key trends in how consumers are using social media, implications for companies and strategies companies can take

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Marketing to Consumers Using Social Media

  1. 1. The Marketing Effects ofConsumer Influence on Social Media March 6, 2013 Janet Jaiswal Sr. Director of Global Product Marketing at Tealeaf, an IBM Company jjaiswal@us.ibm.com 1
  2. 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) 2
  3. 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. 3
  4. 4. Agenda› Three key trends in consumer media› Implications for marketers & their companies› Potential strategies› Questions & answers 4
  5. 5. The main goal of Marketers is toreach people at those moments or touch points, that can influence their purchasing behavior. 5
  6. 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 2012Source: Socialmediaexaminer.com 6
  7. 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 WebSource: Nielsen 2012 7
  8. 8. In 2013 mobile will exceed desktop internet usage 8
  9. 9. Mobile Driving Success / Failure “eBay sees mobile as a game changer” 9
  10. 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) 10
  11. 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 11Source: Harris Interactive Survey of Mobile User Experience March 2011
  12. 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. 12Source: Harris Interactive Survey of Mobile User Experience March 2011, Image source: Tim Greenhalgh, connectedeverywhere.com
  13. 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
  14. 14. IMPLICATIONS FOR MARKETERS ANDTHEIR COMPANIES 14
  15. 15. Some disconnect between sites used by consumers vs. marketers Social Media Sites Used by Marketing Decision-Makers and Consumers Worldwide % of respondentsSource: Pitney Bowes Software, Nov 2012 15
  16. 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. 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: MediaBrixSource: www.emarketer.com 17
  18. 18. POTENTIAL STRATEGIES 18
  19. 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 HTML5Image source: Tealeaf, an IBM company 19
  20. 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. 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.” - UnknownImage Source: YA Novelties 21
  22. 22. Questions? 22

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