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.

1. Customer behaviour
in Social Media

2. Introduction
Co-founder of Plebble.com and Plebble Systems
James Paterson
e: james@plebble.com
d: +44 (0)207 8707419
t: +44 (0)1256 807080
@jamespat

3.  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

4. Plebble Systems
 Consultancy + software
 Help businesses use Social Media to analyse feedback, engage with customers and generate
loyalty

5. Users and Social Media

6. 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

7. 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

8. 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

9. 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

10. Traditional, “vertical” mass-communication model

11. New, “horizontal” mass-communication model

12. Where should your business be?

13. 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

14. The User’s Journey
User 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
influence
people
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

15. 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