Customer behaviour-in-social-media

Customer behaviourin Social Media

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

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

Plebble Systems

Consultancy + software Help businesses use Social Media to analyse feedback, engage with customers and generate

loyalty

Users and Social Media

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

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

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

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

Traditional, “vertical” mass-communication model

New, “horizontal” mass-communication model

Where should your business be?

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

The User’s JourneyUser 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 influencepeople

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

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