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

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Notas do Editor

  1. We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  2. http://www.90-9-1.com/