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Customer behaviour in Social Media

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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

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<ul><li>Plebble.com is a people-powered customer service comparison website </li></ul><ul><li>Consumers use consumers’ ratings/comments to find the businesses that give the best service/value and avoid those that don’t </li></ul><ul><li>Businesses use Plebble to improve their service and reputation based on feedback and customer engagement </li></ul>Plebble.com

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Plebble Systems <ul><li>Consultancy + software </li></ul><ul><li>Help businesses use Social Media to analyse feedback, engage with customers and generate loyalty </li></ul>

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Users and Social Media

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Some numbers <ul><li>175 million registered users </li></ul><ul><li>95M tweets are written per day </li></ul><ul><li>300 employees </li></ul><ul><li>(updated September 14, 2010) </li></ul><ul><li>More than 500 million active users </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>900 million objects that people interact with (pages, groups, events and community pages) </li></ul><ul><li>Average user creates 90 pieces of content each month </li></ul><ul><li>More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month </li></ul>

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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

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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

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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

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Traditional, “vertical” mass-communication model

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New, “horizontal” mass-communication model

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Where should your business be?

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Getting involved in Social Media The “Rules” <ul><li>Be a human being </li></ul><ul><li>Use your expertise to ADD VALUE </li></ul><ul><li>Don’t force your message </li></ul><ul><li>Get your house in order FIRST </li></ul><ul><li>Deliver on promises </li></ul> Listening Insight  Listening  Responding Social Ripples Community  Listening  Responding  Curating Destination  Listening  Responding  Curating  Community

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The User’s Journey User Web -> Social Web -> Free Web “ My stuff” = Personal data, Content, History/Activity, Friends/Followers 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

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The Free Web <ul><li>Characteristics </li></ul><ul><li>“ Free” as in “Braveheart”, not “Lunch” </li></ul><ul><li>Breakdown of silos </li></ul><ul><li>Portability – between websites </li></ul>Platform WEB SERVICES Platform Platform Platform Platform Platform Platform Platform Platform