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Understand Your Customers‟
Social Behaviors
Charlene Li
Altimeter Group
January 2010
1
Jeremiah Owyang
Altimeter Group
#socialgraphics
© 2010 Altimeter Group
Research is the foundation of any strategy –
without it, you‟re just “fondling the hammer.”
This webinar (Part 1) will focus on how to use
socialgraphics to create your own
Engagement Pyramid.
Part 2 will focus on developing a social strategy
based on goals, and getting your company ready.
A 2-part series
2
© 2010 Altimeter Group
A company who sells „snackums‟ is trying to reach moms.
Brands would find out who has the biggest number of moms, HGTV,
Food Network.
Apply traditional demographics, and broadcast marketing
Yet brands miss out on the specific behaviors of consumers –and their
intricate relationships online.
The Old Way? Carpet Bombing
3
© 2010 Altimeter Group
Socialgraphics
4
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
© 2010 Altimeter Group
1. Where are your customers online?
2. What are your customers‟ social
behaviors online?
3. What social information or people do your
customers rely on?
4. What is your customers‟ social influence? Who
trusts them?
5. How do your customers use social technologies
in the context of your products.
Socialgraphics asks key questions
5
© 2010 Altimeter Group
90-9-1 Principle
6
“In social groups, some people actively participate more than others… Social
participation tends to follow a 90-9-1 rule where:”
© 2010 Altimeter Group
Social technology adoption by consumers is no
longer nascent – it‟s nearly a mainstream activity.
To be accurate in your social strategy, you
must know the specific behaviors of your
customer base.
This updated framework provides a modern
approach to social strategy.
An updated framework
7
© 2010 Altimeter Group
The Engagement Pyramid
8
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
Watching
9
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
What?:
Consume content only, e.g. visit social
networking sites, read blogs, watch videos,
or listen to podcasts
Why?:
Seeking social-created content to help
with making decisions, learning from peers,
or entertainment
Watching
10
© 2010 Altimeter Group
Watching
11
Most people
watch videos on
YouTube – very
few upload.
© 2010 Altimeter Group
How to Engage?:
• First, understand the content that they are
currently consuming.
• Be relevant - what do customers want to read,
watch, or hear?
• Create content that engages Watching, based
upon existing habits.
Tactics: Engaging Watching
12
© 2010 Altimeter Group
Sharing
13
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
What?:
Update status on social sites or Twitter,
upload/forward photos, videos, articles, etc.
Why?:
Want to share the information they have
with peers, both to support others, and
demonstrate knowledge
Sharing
14
© 2010 Altimeter Group
Sharing
15
Twitter enables
real-time sharing.
© 2010 Altimeter Group
Sharing
16
ShareThis reported a
200% increase in sharing
through the ShareThis
button in 2009. Overall,
sharing is growing.
© 2010 Altimeter Group
How to Engage?:
• Simplify and innovate sharing tools, see
“ShareThis.com” and “AddThis.com”
• Advanced should seek Gigya*, Pluck,
Kickapps.
• Recognition and rewards
• Allow Facebook, LinkedIn and Twitter connect
features
Tactics: Engaging Sharing
17
* Disclosure: An Altimeter Group client.
© 2010 Altimeter Group
Commenting
18
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
What?:
Respond to others‟ content, for e.g. comment on
blogs or news stories, review or rate products
Why?:
Actively participate, support, or contribute
ideas/opinions, but usually one-off‟s
Commenting
19
© 2010 Altimeter Group
Commenting
20
Facebook commenting
and “Likes” simplified how
users responded to other
people‟s content.
© 2010 Altimeter Group
Commenting
21
Retail sites
encourage ratings
and reviews by
shoppers.
© 2010 Altimeter Group
How to Engage?:
• Allow every webpage to have
commenting features
• Develop a community policy
• Foster an open and friendly environment (and
discourage spammers and trolls)
• Seek community vendors like Lithium*, Jive,
Mzinga, Awareness, LiveWorld*, Kickapps,
Pluck.
Tactics: Engaging Commenting
22
* Disclosure: An Altimeter Group client.
© 2010 Altimeter Group
Producing
23
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
What?:
Create and publish their own content, for e.g.
websites, blogs, or podcasts
Why?:
Want to express identity, own content, be heard,
or be recognized
Producing
24
© 2010 Altimeter Group
Producing
25
© 2010 Altimeter Group
Producing
26
© 2010 Altimeter Group
How to Engage?:
• Become a platform for the voice of
your customers.
• Provide public recognition for most helpful
community members.
• Sponsored Discussions: Intel Insiders,
Microsoft MVP, Walmart Elevenmoms
- Note: Understand and abide by FTC Guidelines
Tactics: Engaging Producing
27
© 2010 Altimeter Group
Curating
28
Curating
Producing
Commenting
Sharing
Watching
© 2010 Altimeter Group
What?:
Moderate or are heavily involved in online
communities, for ex. Wikipedia, fan pages, or
discussion boards
Why?:
Invested in success of a product, service, or
community, want to give back, or be recognized
Curating
29
© 2010 Altimeter Group
Curating
30
The Coca-Cola
Facebook fan page
was started, and
continues to be
administered, by
two regular fans.
© 2010 Altimeter Group
Curating
31
Dell Community
Ambassadors
help manage and
support customer
forums.
© 2010 Altimeter Group
How to Engage?:
• Rely on them as trusted advisors, consider
them non-paid partners
• Identify influencers or community builders,
recognize them in public.
Tactics: Engaging Curating
32
© 2010 Altimeter Group
Read tweets (Watching)
Re-tweet (Sharing)
@reply (Commenting)
Tweet (Sharing/Producing)
#hashtag (Curating)
The Twitter Problem
33
© 2010 Altimeter Group
United States South KoreaUnited
Kingdom
Curating <1% <1% <1%
Producing 24.2% 52.8% 18.6%
Commenting 36.2% 74.3% 31.9%
Sharing 61.2% 62.9% 57.6%
Watching 79.8% 91.1% 77.1%
Engagement Pyramid Data
34
Source: Global Wave Index Wave 1, Trendstream.net, July 2009
© 2010 Altimeter Group
Conduct research to identify the social behaviors of your
customer base – before you do anything
Also identify:
• Where are they online: Surveys or brand monitoring
• Who do they trust: Surveys
• Who do they influence: Survey or brand monitoring
• How they use these tools in context of your products: Most
often surveys.
When you first understand your customers, your marketing
efforts will naturally unfold.
Putting it to work
35
© 2010 Altimeter Group
1) Where are your customers online?
• Action: Don‟t aimlessly approach social networks without knowing if they are there, if they are in
Hyves, go there.
2) What are your customers‟ social behaviors online?
• Action: Which social features should we deploy? Example: if they are commenters, allow them
to comment.
3) What social information or people do your customers rely on?
• Action: If they rely on their friends, facilitate a marketing program that encourages customers to
share with friends.
4) What is your customers‟ social influence? Who trusts them?
• Action: If your customers are trusted by others, highlight your customers in front of their
community. Example: Intercontintental Hotel features the photos created by top guests.
5) How do your customers use social in regards to your brand?
• Action: Understand how customers use these tools in researching new products, decision
making, and support
Socialgraphics makes you actionable
36
© 2010 Altimeter Group
Situation: A healthy snack food company trying to reach moms, and their goal
is to introduce them to a new product called “Snackums”. (fictional)
Where are they online today?
• Use monitoring tools to find hot spots of conversations
• Use survey to find specific URL locations through and open ended questions
- Example: The data found that a third of the targeted moms visited Facebook at
least weekly, and more than half visited at least monthly.
• Conduct qualitative analysis to find out what topics moms are talking about.
- Example: Brand monitoring indicated that the most talked about topic when
discussing health foods was price and convenience.
What are their online social behaviors?
• They deployed a survey, and found they are mainly watching and sharing, very
few producers
• But those that are producing are highly involved
New Way: Learning about Moms
37
© 2010 Altimeter Group
Findings:
• Through the survey, found that most moms don‟t talk about
the product.
• However a smaller group did influence those that are watchers,
• Yet those watchers, don‟t share in that greater community, they
share it with their immediate friends in Facebook.
Action
• With this, this company was able to identify, who the influencers
were, how to reach them, and to spur on word of mouth to the
„average‟ moms reaching a greater segment of customers.
Example: Activating Moms
38
© 2010 Altimeter Group
Understand the socialgraphics of your customers by
conducting surveys or obtaining secondary research.
You‟ll need to get the data from multiple sources –we don‟t
have all the data.
We believe in „Open Research‟ and we want to share –so
the industry can advance together.
Couple with your existing profiles or personas of
customers, create an engagement pyramid for each
persona.
Next, identify what social goals your organization will take
on (covered in our next webinar).
Summary
39
© 2010 Altimeter Group
Success in the Groundswell
requires Open Leadership
40
When people get what they
need from each other
Have the confidence to let
go and still inspire results
© 2010 Altimeter Group
41Thank you 41
Charlene Li
blog.altimetergroup.com
Twitter: charleneli
Jeremiah Owyang
web-strategist.com/blog
Twitter: jowyang
Follow the conversation at #socialgraphics
Slides and recording will be available at altimetergroup.com
© 2010 Altimeter Group
About Us
42
Altimeter Group is a strategy consulting firm that provides companies
with a pragmatic approach to disruptive technologies. We have four
areas of focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Practice.
Visit us at http://www.altimetergroup.com
or contact [email protected].