untangling the social web: insights for users, brands and retailers
DESCRIPTION
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.TRANSCRIPT
NGA CONFERENCEFEBRUARY, 2012
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50% of all Americans are active users of social networking.
1.8 BILLIONtweets sent
each WEEK!
250MILLION
photos are uploaded DAILY to Facebook.
Sources: eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral Trends Facebook. (2011). Press Center. Company statistics. Retrieved from https://www.facebook.com/press/info.php?statistics Paul 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/
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WHO’S USING SOCIAL MEDIA?
15% are <18 years old
45% are over 35 years old
40% are 18-34 years old
2011
Source: eMarketer®. (2011, March). U.S. Social Network Usage: 2011 Demographics and Behavioral Trends
15% <18 years old
2013e 50% over 35 years old
35% 18-34 years old
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IT’S A BIG DEAL.
BUT WHY?
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Source: Google UX Team Research, The Royal Society, Biological Sciences
PRIMITIVE MAN MODERN MAN
IT’S HUMAN NATURE TO CONNECT....
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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.
Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research
Social Network Connector, Female, 35-44
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HIGH SCHOOL
*Source: Integer/iModerate. (2011, November 7). Social Networking and Brand Engagement Research
The people involved self-select into cliques and subgroups. (Bonders, Sharers, Creators & Professionals*)
What people say can shape a reputationfor good and bad.
Fun and exciting people attract a crowd.Boring people are often overlooked.
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SELF SELECTING SUBGROUPS OF THE SOCIAL WEB
Source: Integer Primary Research, Media Sociaux
Lunchroom
School Newspaper
Extracurricular Activities
Debate Club
AV Club
Young Entrepreneur ClubHome Room
Cross Functional Platform
(Facebook, Google)
Publication
Sharing
Discussion
Commerce Location
Networking
Games
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HOW AND WHY DO WE CONNECTAND MAKE OUR OWN COMMUNITIES?
1. Communicate
2. Create
3. Collaborate
4. Consult
Source: WARC Admap September, 2011
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Source: Google UX Team Research
STRONG TIES
WEAK TIES
WE ALL DESIRE COMMUNITY
...AND COMMUNITIES EXIST11
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LEVELS OF ENGAGEMENT ON THE SOCIAL WEB
LISTEN
UNDERSTAND
PARTICIPATE
CREATE
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LISTENING
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UNDERSTANDING
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PARTICIPATING
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CREATING
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KEY CONCEPTS
IT’S HUMAN NATURE TO CONNECT
THE SOCIAL WEB IS LIKE HIGH SCHOOL
COMMUNITIES EXIST - WHAT’S YOUR ROLE?
YOU CAN BE A WEAK TIE, AND BE INFLUENTIAL
FOUR C’S OF WHY PEOPLE WANT TO CONNECT
FOUR LEVELS OF ORGANIZATIONAL ENGAGEMENT
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PART 1:
ASSESSING THE SOCIAL
NETWORKING LANDSCAPE.
PART 2:
IDENTIFYING THE ALLURE OF
SOCIAL NETWORKING: Traits, Behaviors and Motivators.
FEB 2012
PART 3:
SOCIAL NETWORKING PERSONAS:
A Look at Consumer and
Shopper Mind-sets.
MARCH 2012
PART 4:
THE VALUE OF SOCIAL
NETWORKING FOR BRANDS
AND RETAILERS.
PART 5:
THE EFFECTIVENESS
OF PROFESSIONAL
SOCIAL NETWORKING.
INTRODUCTORY OVERVIEW
CLOSING SUMMARY
MARCH 2012 APRIL 2012JAN 2012
UNTANGLING THE SOCIAL WEBFIVE PART SERIES
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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?`
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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, Sobeys Leslie 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.
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DOWNLOAD TODAY
www.ccrrc.org
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