1. The Social Consumer Nicolò Michetti – Director – Digital PR Milan Vincenzo Cosenza – Director – Digital PR Rome London, March 12 2010

2. A newlandscape VIDEO INTRODUCTION http://vimeo.com/9641036

3. A newlandscape Some Highlights

4. INTERNET USAGE AROUND THE WORLD

5. MOBILE USAGE Global mobile subscribersexceed Internet usersby > 2x Smartphoneusersmay rise 3x over 5 yearsto 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 Middle East countries Hi5 resists in Peru, Portugal, Romania, Thailand, Mongolia Data from Alexa & Google Trends for Websites

7. Facebookstats 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 ?

13. Multi-channel How does Social Consumer get information ? Social Consumer gets information fromvarioussources. Only 7% of US Internet users trust one single source (PEW Internet Research,2010) Social Consumer gets information throughvarious media devices (TV, PC, mobile phones, …), sometimeoverlappingthem

14. Active Social consumer doesn’t trust anymore Advertising Messages HefiltersBrandMessagesthroughhisexperience Helikesto REMIX BrandMessages in orderto express love or hate Hebuildsservicesaround Brands i.e. BrandTagscreatedbyNoahBrierthatshowshowcustomersperceive a brand, based on free word associations

15. Howtoengagewith the social consumer

16. Whatyouneedtoknow 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.

17. Understand level of activity Segmentingcustomers bylevelofpartecipation 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 Mainfacts: In Italy there are more creators (27%) and critics (25%) thanEuropeanaverage UK as the highestpercentageofJoiners (38%) Germanyhas 52% ofInactives 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. Howtoengage 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 

21. Vitamin water Involve Consumer in Co-Creation Vitamin Water (ownedby Coca-Cola) createdan innovative and funnyFacebookapplicationcalled “FLAVOR CREATOR” The goal wasto involve consumersin 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+ minutesof engagement per appsession 40K uniquelabeldesigners A lotof media coverage New flavourtobelaunched March 2010

22. Nike true city Give Consumers a useful sharing tool Nike True Cityis 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 ! www.digital-pr.com