Who is the social consumer and how to engage with him. Social media best practices.

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

4. INTERNET USAGE AROUND THE
WORLD

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

23. Thank you !