This document discusses social media and how companies can use it for customer communication. It defines social media as web and mobile technologies that allow for interactive dialogue and user-generated content. Some key facts about social media usage are provided, such as people spending over 6 hours per day on social networking sites and 93% of businesses using it for marketing. The document explores how social media allows companies to build relationships with customers, create product awareness, promote products, and provide customer support. It also discusses analyzing social data to identify customer attributes and communication opportunities while addressing challenges of managing social media communication.

1. Social Media and Customer Communication
Presenter:
Baidurjya Sinha ( Tatan )
UX Practice Lead, Pitney Bowes

2. Social Media
Wiki
The term Social Media refers to the use of web-based and
mobile technologies to turn communication into an
interactive dialogue.
Andreas Kaplan and Michael Haenlein
A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and
that allow the creation and exchange of user-generated
content.

3. Social Media Facts

4. Some Facts
• Social networking accounts for 22% time spent online in US.
• Twitter processed more than 1 billion tweets in Dec ’09.
• Averages tweets are almost 40 million / day.
• 25% of U.S. internet page views occurred in one social
networking site in Dec ’09.
• In usage of Facebook Australia ranks highest.
• 9 million Australia Facebook users spent 9 hours/ month
• 100% growth in social media users above 65 years in 2010.
• One in four people are now part of a social networking site.
• As of June 2011 Facebook has 750 Million users.

5. Nielson Report
• Total minutes spent on social networking sites in US has
increased 83% year-over-year.
• Total minutes spent on Facebook increased nearly 700% year-
over-year, from 1.7 billion minutes in April 2008 to 13.9 billion
in April 2009
• Global consumers spend more than 6 hours on social
networking sites.
• 93% of businesses use it for marketing.
• Facebook were a country it would be the third largest.

6. Fortune 100 companies and use of Social Media
Source: The Global Media Check-up , Burson- Marsteller Evidence based communications Group.

7. Social Media Structure and flow of Communication

8. Blog
Leader 1
Followers
Leader 2
Followers

9. Tweet- Micro blog
Leader 1
Followers
Leader 2
Followers
Leader 3
Followers

10. Social Networks
Node 1
Node 2
Node 3 Node 4

11. Network Variables
• Centrality - This measure gives a rough indication of the social power of
a node based on how well they "connect" the network.
• Betweenness - The measure reflects the number of people who a
person is connecting indirectly through their direct links.
• Closeness - The degree an individual is near all other individuals in a
network directly or indirectly.
• Cohesion - The degree to which actors are connected directly to each
other by cohesive bonds.
• Groups - are identified as ‘cliques’ if every individual is directly tied to
every other individual.
• Human interaction – interaction between various persons in Social
networks.
• Influential Spreaders – People who are very effective in spreading
messages.

12. Social Media Usage for Customer Communication

13. Social Media in Customer Communication
• Using network data for understanding customer patterns.
• Build Relationship, build brand.
• Create Product awareness
• Promote products.
• Let people promote products.
• Provide product demos
• Customer support.

14. Customer Attributes and Patterns
Social Channel
Internet sites – Facebook , G Talk
Telephone - Voice
Face to face discussion
Social Interactions and Purchase Power
Emotions – Love, likes , dislikes Income Stats – Source of Income
Relationships Spending Stats – Where and How
Changing spending patterns
Customer Time management Services Used- Providers
Time Spent on work Telephone, Retail, Other Services
Time spent on Social Shopping patterns -Shopping
Other Activities outlets , commodities
Food outlets.
Customer Communication
One to one
Culture , religion, general trends
Volume communication
Communication History
Customer Social Groups and
Interactions –
Friends, relatives, Office
Colleagues , Society

15. Build Relationship, Build Brand

16. Create Product Awareness

17. Promote Products

18. People Promote your Products

19. Promotion Ads, Product Demos, Customer Support

20. Stages of Customer Communication through Social
Media
Product Promotion Profile and Segment
Customized communication Follow-up communication
Strategy Social Media customers
Find people of
Product Tweet /Blog Sending emails
interest from
Pre-Launch about product to people of Sending emails
response in
interest
social Media
Promote Try to gather
New Product
product on other data
Launch Calling the
Social Network about potential Send SMS as person to
Customers applicable discuss in
details
Provide demos
Target Groups Identify
on You tube
influencers
Sending sales
Communicate
representative
Selection of Gather with details
to discuss in
promotion feedback and Arrange into through Post
person
Meet in person
channels address query groups
if required
Gather feedback

21. Social Media Advantage
• Find product reviews from wide range of people.
• Learn about products from people of trust.
• Share and discuss findings with friends.
• See live demo of Products.
• Discuss with experts.
• Finding people with same interest.
• Get to know the latest offers.
• Get to know where to buy from.
• Lower promotion cost to companies.

22. Opportunities and Challenges
Opportunities
• Build solution to Manage Customer communication in social media.
• Build solution capable to analyze data available from social
networks.
• Find patterns in social data to provide customized communication.
• Take advantage of the huge user base of social media and build
solutions for them.
Challenges
• Managing communication in Social Media.
• Leveraging customer communication and Social Media in products.
• Integration of Social Media with products.

23. Questions ?
Email to :
tatan.sinha@gmail.com