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The Social Consumer
Nicolò Michetti ‟ Director ‟ Digital PR Milan
Vincenzo Cosenza ‟ Director ‟ Digital PR Rome
A NEW LANDSCAPE
VIDEO INTRODUCTION




                     http://vimeo.com/9641036
A NEW LANDSCAPE
Some 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 RISE
A map of the world, showing the most popular social networks by country

                                                                             V Kontacte in Russian
                                                                                  countries




            FB is the market leader in
                 100 out of 127
               countries analyzed



                                                                          Maktoob in some
                                     Hi5 resists in Peru,                Middle East countries
                                     Portugal, Romania,
                                     Thailand, Mongolia
                                                                                   Source: www.vincos.it
                                                            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




   Multi-             Active
  channel           (Prosumer)
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 SHOPPING
Social 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-CHANNEL
How 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
HOW TO ENGAGE
WITH THE SOCIAL
CONSUMER
WHAT YOU NEED TO
KNOW
„ Understand where your audience is
  ‟ 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 online social behaviors of your
  audience and its level of activity (i.e. use Social
  Technographics tool)
UNDERSTAND LEVEL OF ACTIVITY
Segmenting 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 ACTIVITY
        In 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 in person
„ 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)
„ Be personal: remember they are
  people
„ Build useful tools for customers
„ Design an Experience not a Website 
VITAMIN WATER
Involve 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 CITY
Give 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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The social consumer

  • 1. The Social Consumer Nicolò Michetti ‟ Director ‟ Digital PR Milan Vincenzo Cosenza ‟ Director ‟ Digital PR Rome
  • 2. A NEW LANDSCAPE VIDEO INTRODUCTION http://vimeo.com/9641036
  • 3. A NEW LANDSCAPE Some Highlights
  • 5. MOBILE USAGE „ Global mobile subscribers exceed Internet users by > 2x „ Smartphone users may rise 3x over 5 years to 1 billion Souce: Morgan Stanley
  • 6. SOCIAL NETWORKS ON THE RISE A map of the world, showing the most popular social networks by country V Kontacte in Russian countries FB is the market leader in 100 out of 127 countries analyzed Maktoob in some Hi5 resists in Peru, Middle East countries Portugal, Romania, Thailand, Mongolia Source: www.vincos.it Data from Alexa & Google Trends for Websites
  • 7. 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
  • 8. 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.
  • 9. WHO IS THE SOCIAL CONSUMER ?
  • 10. WHO IS THE SOCIAL CONSUMER ? Connected Multi- Active channel (Prosumer)
  • 11. 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
  • 12. SOCIAL SHOPPING Social 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.
  • 13. MULTI-CHANNEL How 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
  • 14. 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
  • 15. HOW TO ENGAGE WITH THE SOCIAL CONSUMER
  • 16. WHAT YOU NEED TO KNOW „ Understand where your audience is ‟ 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 online social behaviors of your audience and its level of activity (i.e. use Social Technographics tool)
  • 17. UNDERSTAND LEVEL OF ACTIVITY Segmenting 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
  • 18. UNDERSTAND LEVEL OF ACTIVITY In 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
  • 19. 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)
  • 20. HOW TO ENGAGE „ Understand and recognize users relevance: listen to them „ Meet them in person „ 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) „ Be personal: remember they are people „ Build useful tools for customers „ Design an Experience not a Website 
  • 21. VITAMIN WATER Involve 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
  • 22. NIKE TRUE CITY Give 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