The Social ConsumerNicolò Michetti – Director – Digital PR Milan

Vincenzo Cosenza – Director – Digital PR Rome

London, March 12 2010

A NEW LANDSCAPEVIDEO INTRODUCTION

http://vimeo.com/9641036

A NEW LANDSCAPESome Highlights

INTERNET USAGE AROUND THE WORLD

MOBILE USAGE • Global mobile subscribers exceed Internet users by > 2x

• Smartphone users may rise 3x over 5 years to 1 billion

Souce: Morgan Stanley

SOCIAL NETWORKS ON THE RISEA map of the world, showing the most popular social networks by country

FB is the market leader in 100 out of 127 countries

analyzed

Hi5 resists in Peru, Portugal,

Romania, Thailand, Mongolia

Maktoob in some Middle East countries

V Kontacte in Russian countries

Data from Alexa & Google Trends for Websites

FACEBOOK STATS

• More than 400 million active users

• More than 3 million active pages on Facebook

• Every day:

– 200 million active users log on to Facebook

– More than 35 million users update their status

– More than 20 million people become fans of pages

• Every month:

– More than 3 billion photos uploaded

– More than 20 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared

TWITTER STATS

• 50 million tweets created each day - an average of 600 tweets per second.

• Over 25 million users worldwide in 2009

• (Twitter projections for the end of 2013: 1 billion users!)

• Tweets per day:

– 5,000 in 2007.

– 300,000 in 2008

– 2.5 million in 2009

• The use of Twitter outside the U.S. has experienced significant growth over the past six months.

WHO IS THE SOCIAL CONSUMER ?

WHO IS THE SOCIAL CONSUMER ?

Connected

Active (Prosum

er)

Multi-channel

CONNECTED• Social Consumer spends a lot of time

on Social Media and blogs

(data on monthly base – January 2010)

• Social Consumer TRUSTs her/him circle of friends/contacts

• He/She likes to share experiences and advices

SOCIAL SHOPPINGSocial Consumers shop together

• There are plenty of social shopping services on the net

• One of the best is KABOODLE

• Kaboodle offers a robust and simple set of features.

– Users can collect shopping items from many sites using the Kaboodle toolbar.

– The items can then be organized into collections, reviewed and shared with other users

– Each collection can be viewed as a list, grid, slideshow and collage.

MULTI-CHANNELHow does Social Consumer get information ?

• Social Consumer gets information from various sources.

• Only 7% of US Internet users trust one single source (PEW Internet Research,2010)

• Social Consumer gets information through various media devices (TV, PC, mobile phones, …), sometime overlapping them

ACTIVE

• Social consumer doesn’t trust anymore Advertising Messages

• He filters Brand Messages through his experience

• He likes to REMIX Brand Messages in order to express love or hate

• He builds services around Brands

– i.e. Brand Tags created by Noah Brier that shows how customers perceive a brand, based on free word associations

Click icon to add picture

HOW TO ENGAGE WITH THE SOCIAL CONSUMER

WHAT YOU NEED TO KNOW • Understand where your

customers are (“Fish where the fishes are”)– Don’t approach social networks

without knowing if your customers are there.

– Start understand social network dynamics , how to leverage on that aggregation place.

• Understand their social behaviors online How do they use social technologies? Do they share? Comment? Create their own content?– If they frequently like to comment

on websites, allow them to leave their comments.

UNDERSTAND LEVEL OF ACTIVITYSegmenting customers

by level of partecipation

• People have different levels of engagement, motivations and skills to participate in social media. Forrester's Social Technographics® classifies consumers into six overlapping levels of participation

• This Social Technographics Ladder includes consumers partecipating in at least one of the indicated activities at least monthly

UNDERSTAND LEVEL OF ACTIVITYIn Europe

Main facts:

• In Italy there are more creators (27%) and critics (25%) than European average

• UK as the highest percentage of Joiners (38%)

• Germany has 52% of Inactives

Italy UK Germany

UNDERSTAND WHO TRUSTS THEM?

• If your customers are trusted by others, highlight them in front of their community. For example, moms may share information with each other, spreading their influence to others.  

Walmart’s 11 Moms blogger program is a platform for customer voices.

(Now 21 moms)

HOW TO ENGAGE• Understand and recognize

users relevance: – listen to them– meet them

• Be personal: remember they are people

• Don’t consider your website as the center of user experience

• Don’t simply talk about your products, tell a story (every company has one)

• Build useful tools for customers

• Design an experience, not just a website

VITAMIN WATERInvolve Consumer in Co-Creation

• Vitamin Water (owned by Coca-Cola) created an innovative and funny Facebook application called “FLAVOR CREATOR”

• The goal was to involve consumers in product co-creation. They were invited to

– Create a new vitamin formula (by mixing flavors) for a new product release

– Choose the name of the new product

– Design the new product packaging even offering (the best won $5,000)

• Results:

– 7+ minutes of engagement per app session

– 40K unique label designers

– A lot of media coverage

– New flavour to be launched March 2010

NIKE TRUE CITYGive Consumers a useful sharing tool

• Nike True City is a really cool iPhone app that uses crowdsourced Info For City Guide

• You can find some info about different European cities, provided by some "Nike experts“

• You can also contribute, updating contents with your own suggestions of what a "true city" should be.

• The app reveals where new Nike events are taking place, where there are secret QR-codes in each city or even new Nike products to be launched

Thank you !

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