The Social Customer

Armin Ledergerber, MSc ZFH

[email protected] | @armled

The Social Customer

How the digital and mobile transformation

influences customer behaviour.

#bysb

17th September 2013

The customer’s voice has influence, his reach is endless.

HubSpot (2013). INBOUND 2013 Opening Video. Retrieved 26.08.2013 from http://bysb.eu/6y0

September 17th, 2013 The Social Customer Folie 2

September 17th, 2013 Folie 3 The Social Customer

The definition of the “Social Customer”

Credits left to right: http://bysb.eu/akl; http://bysb.eu/akn; http://bysb.eu/ako


The characteristics of the “Social Customer”

Credits top-left to bottom-right: http://bysb.eu/8zn; http://bysb.eu/8zo; http://bysb.eu/8zp; http://bysb.eu/8zq





Connected devices are ubiquitous in our lives.

9 out of 10 Americans never leave home without their smartphone.

1) Internet World Stats. (o.J.). Internet Usage Statistics. Zugriff am 26.08.2013 unter http://bysb.eu/akp; 2 & 3) Google, & Ipsos MediaCT. (2013).

Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/akq; 4) Cisco. (2013). Cisco Visual Networking Index: Global Mobile 2013.

Zugriff am 26.08.2013 unter http://bysb.eu/akr

Internet penetration in 20131

Estimated global growth of mobile data consumption4

0.2 0.6 0.9 1.6

2.8

4.7

7.4

11.2

0

3

6

9

12

2010 2011 2012 2013* 2014* 2015* 2016* 2017*

Estim

ate

d t

raff

ic in e

xabyte

s

x 7

Frequency of Swiss mobile Internet usage in 20133

Smartphone penetration in 20132

39.8

41.3

42.3

54.0

56.4

62.2

63.0

73.0

73.8

Germany

Italy

France

Switzerland

USA

UK

Sweden

Korea

UAE

In %

of

popula

tion

88

4 6 1 1

0

20

40

60

80

100

Multiple timesper day

Once a day Few times aweek

Once a week Monthly orless

In %

of

sm

art

pho

ne u

sers

58.4

70.9

78.1

79.6

82.1

82.5

83.0

83.6

92.7

Italy

UAE

USA

France

Switzerland

Korea

Germany

UK

Sweden

In %

of

popula

tion

The multi-tasking social customer1


The smartphone as the omnipresent digital companion.

Even the TV loses against the smartphone.

1) Google, & Ipsos MediaCT. (2013). Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/99h

2) Schmidt, H. (2013). Wachablösung im Wohnzimmer. Zugriff am 26.08.2013 unter http://bysb.eu/aln

Smartphone is the first, TV is the second screen2

31.7%

37.0%

31.3%

Where is the focus?

both equal mainly Smartphone mainly TV





Ubiquitous Internet access to product information helps customers

mitigate the risks associated with high-involvement decisions.

1) Google, & Ipsos MediaCT. (2013). Unser mobiler Planet: Schweiz. Zugriff am 26.08.2013 unter http://bysb.eu/99h

2) Nielsen, & NM Incite. (2012). The Social Media Report. Zugriff am 201326.08. unter http://bysb.eu/99g

Mobile devices as a major information source1 Social Media sources for product & service information2

7%

8%

9%

15%

30%

34%

45%

47%

50%

62%

63%

Company's Twitter

Online Advertisement

Mobile App

Company's Facebook

Live Chat

Video Clip

Email

Call Center

Company's Website

Consumer Reviews

Consumer Ratings

% of mobile Internet users


User-generated content accessed on mobile devices is an important

source of information and advice while shopping.

IAB Mobile Marketing Center of Excellence. (2012). Mobile Shoppers: Growing Adoption Shifts Shopping Landscape.

Zugriff am 22.11.2012 unter http://bysb.eu/99i

Product and service feedback is omnipresent during shopping.

23%

30%

30%

31%

35%

37%

Acquired/redeemed coupons/offers

Accessed social media

Scanned barcode to check price/availability in store

Found product information while in store

Used Internet to check prices/availability

Contacted friend/relative about product purchase





The «Social Customer» connects with brands on social media sites if they

provide special deals and promotions.

PwC. (2013). Demystifying the online shopper. Zugriff am 26.08.2013 unter http://bysb.eu/992

PwC Switzerland. (2013). Demystifying the Swiss online shopper. Zugriff am 26.08.2013 unter http://bysb.eu/991

Reasons why online shoppers connect with brand’s social media sites

5%

7%

9%

10%

11%

16%

17%

17%

26%

28%

49%

6%

5%

9%

7%

6%

20%

16%

9%

28%

32%

41%

Access to customer service through social media

Interested in interacting with others that follow this brand

Interested in interacting with the brand

To research products before I buy them

Feedback about a good or bad experience

Opportunity to participate in contests

Friends also interact with this brand on social media

Follow the brand because I shop with them

Friends or expert recommendation

Interested in new product offerings

Attractive deals/promotions/sales

Switzerland

Global

User participation often follows the 90-9-1 rule1


Very positive or negative customer experiences are the main triggers to

engage with companies on the social web.

1) Nielsen, J. (2006). Participation Inequality: Encouraging More Users to Contribute. Zugriff am 28.06.2013 unter http://bysb.eu/aky.

2) Nielsen. (2011). How Social Media Impacts Brand Marketing. Zugriff am 201326.08. unter http://bysb.eu/9rm

Reasons for sharing company experience2

23%

25%

31%

32%

41%

53%

58%

61%

Bond with others

Punish company

Feel empowered

Company to reach out

Discount

Learn more about products

Protect others

Give recognition for job welldone

1% Heavy Contributors

9% Intermittent Contributors

90% Lurkers





The ever growing expectations of the “Social Customer” as the drivers of

the “Social Revolution”.

Kreutzer, R. T., & Land, K.-H. (2013). Digitaler Darwinismus. Wiesbaden: Springer Gabler.

Wide choice of products

High quality

Reasonable price

Excellent service

Appreciation

Personalization

Tailor-made offers

Contact only with permission

Instant contactability

Quick transactions

Fast response time

Independent of time

Independent of space

Independent of technology/ channels/devices

Now Everywhere

Only for me Everything





Engaging with the “Social Customer” at the digital touchpoints along the

customer journey.

Walker, B. K. (2011). Welcome To The Era Of Agile Commerce. Cambridge: Forrester.

Today’s customers have influence,

their reach is endless.


Thank you.

@armled | @imm_zhaw

xing.to/armled

facebook.com/sml.zhaw

imm.zhaw.ch/blog

slideshare.net/armled

In the Certificate of Advanced Studies (CAS) program in Digital Marketing at Zurich University of

Applied Sciences the participants learn to develop and successfully implement a digital marketing

strategy that ties into a company’s corporate and marketing strategies. They become familiar with all

aspects of management in the digital age, recognize the conflicting priorities of processes of change, and

acquire tools to actively control them.

For more information, visit www.imm.zhaw.ch/casdigmkt

Learn more about the «Social Customer» and its impact on your business

Date post:	20-Aug-2015
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The Social Customer

Education