Social Media and Customer CommunicationPresenter:Baidurjya Sinha ( Tatan )UX Practice Lead, Pitney Bowes
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.
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.
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.
Fortune 100 companies and use of Social Media Source: The Global Media Check-up , Burson- Marsteller Evidence based communications Group.
Social Media Structure and flow of Communication
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.
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.
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
Promotion Ads, Product Demos, Customer Support
Stages of Customer Communication through SocialMedia 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
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.
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.