Professional Documents
Culture Documents
A 2-part series
Research is the foundation of any strategy without it, youre just fondling the hammer. This webinar (Part 1) will focus on how to use socialgraphics to create your own Engagement Pyramid. Part 2 will focus on developing a social strategy based on goals, and getting your company ready.
Socialgraphics
Demographic Geographic Psychographic Behavioral Socialgraphic
90-9-1 Principle
In social groups, some people actively participate more than others Social participation tends to follow a 90-9-1 rule where:
An updated framework
Social technology adoption by consumers is no longer nascent its nearly a mainstream activity. To be accurate in your social strategy, you must know the specific behaviors of your customer base. This updated framework provides a modern approach to social strategy.
Watching
Curating Producing Commenting Sharing Watching
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Watching
What?: Consume content only, e.g. visit social networking sites, read blogs, watch videos, or listen to podcasts Why?: Seeking social-created content to help with making decisions, learning from peers, or entertainment
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Watching
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Sharing
Curating Producing Commenting Sharing Watching
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Sharing
What?: Update status on social sites or Twitter, upload/forward photos, videos, articles, etc. Why?: Want to share the information they have with peers, both to support others, and demonstrate knowledge
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Sharing
Twitter enables real-time sharing.
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Sharing
ShareThis reported a 200% increase in sharing through the ShareThis button in 2009. Overall, sharing is growing.
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Commenting
Curating Producing Commenting Sharing Watching
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Commenting
What?: Respond to others content, for e.g. comment on blogs or news stories, review or rate products Why?: Actively participate, support, or contribute ideas/opinions, but usually one-offs
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Commenting
Facebook commenting and Likes simplified how users responded to other peoples content.
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Commenting
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Producing
Curating Producing Commenting Sharing Watching
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Producing
What?: Create and publish their own content, for e.g. websites, blogs, or podcasts Why?: Want to express identity, own content, be heard, or be recognized
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Producing
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Producing
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Curating
Curating Producing Commenting Sharing Watching
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Curating
What?: Moderate or are heavily involved in online communities, for ex. Wikipedia, fan pages, or discussion boards Why?: Invested in success of a product, service, or community, want to give back, or be recognized
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Curating
The Coca-Cola Facebook fan page was started, and continues to be administered, by two regular fans.
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Curating
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Putting it to work
Conduct research to identify the social behaviors of your customer base before you do anything Also identify:
Where are they online: Surveys or brand monitoring Who do they trust: Surveys Who do they influence: Survey or brand monitoring How they use these tools in context of your products: Most often surveys.
When you first understand your customers, your marketing efforts will naturally unfold.
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2) What are your customers social behaviors online? Action: Which social features should we deploy? Example: if they are commenters, allow them to comment.
3) What social information or people do your customers rely on? Action: If they rely on their friends, facilitate a marketing program that encourages customers to share with friends.
4) What is your customers social influence? Who trusts them? 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.
5) How do your customers use social in regards to your brand? Action: Understand how customers use these tools in researching new products, decision making, and support
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Action
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.
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Summary
Understand the socialgraphics of your customers by conducting surveys or obtaining secondary research. Youll need to get the data from multiple sources we dont have all the data. We believe in Open Research and we want to share so the industry can advance together. Couple with your existing profiles or personas of customers, create an engagement pyramid for each persona. Next, identify what social goals your organization will take on (covered in our next webinar).
2010 Altimeter Group
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Thank you
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Charlene Li
charlene@altimetergroup.com blog.altimetergroup.com Twitter: charleneli
Jeremiah Owyang
jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang
Follow the conversation at #socialgraphics Slides and recording will be available at altimetergroup.com
2010 Altimeter Group
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About Us
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. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.