customer behaviour-in-social-media
DESCRIPTION
Social media has changed customer behaviour forever. It's taken the first steps towards re-empowering consumers and allowing them to take back control over vendor relationships. This talk looks at customer behaviour in social media.TRANSCRIPT
Customer behaviourin Social Media
Introduction
Co-founder of Plebble.com and Plebble Systems
James Paterson
d: +44 (0)207 8707419
t: +44 (0)1256 807080
@jamespat
Plebble.com is a people-powered customer service comparison website
Consumers use consumers’ ratings/comments to find the businesses that give the best service/value and avoid those that don’t
Businesses use Plebble to improve their service and reputation based on feedback and customer engagement
Plebble.com
Plebble Systems
Consultancy + software Help businesses use Social Media to analyse feedback, engage with customers and generate
loyalty
Users and Social Media
Some numbers
175 million registered users
95M tweets are written per day
300 employees
(updated September 14, 2010)
More than 500 million active users
People spend over 700 billion minutes per month on Facebook
900 million objects that people interact with (pages, groups, events and community pages)
Average user creates 90 pieces of content each month
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
Top 15 UK sites
1 Google UK
2 Facebook*
3 Google
4 YouTube - Broadcast yourself*
5 Yahoo!
6 BBC Online
7 eBay UK*
8 Windows Live
9 Wikipedia*
10 Amazon.co.uk
11 Twitter*
12 Blogger.com*
13 MSN
14 LinkedIn*
15 PayPal
Platform types
Source Volume Relevancy Quality Reach
Microblog (Twitter) High Medium Medium Medium
Blog Medium Medium High High
Forum Medium Medium Medium High
Social Network Medium Low Low Low
Photo-sharing Low Low Low Low
Video-sharing Low Low Low Medium
Local directory Medium High High High
Review site Medium High High High
Social game Medium Low Low Low
Usage of Social Media platforms*
Complain Praise Get info
Recommend Post a problem Get tech
support Say thank you Give feedback Engage
Discuss Learn Review Moan
Give info Find a good deal Make friends
* From a SCRM perspective
Traditional, “vertical” mass-communication model
New, “horizontal” mass-communication model
Where should your business be?
Getting involved in Social Media
Listening
Insight Listening
Responding
Social Ripples
Community Listening
Responding
Curating
Destination Listening
Responding
Curating
Community
The “Rules” Be a human being
Use your expertise to ADD VALUE
Don’t force your message
Get your house in order FIRST
Deliver on promises
The User’s JourneyUser Web -> Social Web -> Free Web
I can see stuff online
I can click links (e.g. to buy stuff)
I can share (publish) my own stuff
I can talk with people
I can learn from people
I can influencepeople
I matter(ie what I do online
has value)
I want control over my online
stuff(= Ownership?)
I want to take my stuff where I want
( Portability/Freedom)
The User Web The Social Web
The Free Web
“My stuff” = Personal data, Content, History/Activity, Friends/Followers
The Free Web
Characteristics “Free” as in “Braveheart”, not “Lunch” Breakdown of silos Portability – between websites
Platform
WEB SERVICES
Platform Platform
Platform
Platform
Platform
Platform
Platform
Platform