Yvette Pistorio

Change Communication to Match Customers’ Behaviors

By: Yvette Pistorio | August 22, 2012 | 

Today’s guest post is written by Yvette Pistorio.

I grew up in the ’80s and early ’90s and honestly, it was pretty awesome.

Pluto was a planet and I wore about three pairs of socks scrunched over my tightly rolled, acid-washed Jordache jeans.

Technology was a novelty – remember Oregon Trail? I just downloaded an app on my iPhone for that.

Now we don’t have to wait 10 minutes to sign on with our dial-up and listen to that annoying dial up sound. We just turn on our computer and voila! We’re online.

With mobile phones, tablets, 3G, 4G, and whatever else is right around the corner, we’re always online.

Looking back, it amazes me how social media has changed the way we communicate. And it keeps changing every day! Do you remember what life was like before Twitter and Facebook?

I miss the in real life interaction I used to have with my friends and family. Instead of calling me to catch up, they just check my Facebook page to see what’s going on in my life. I’ll be the first to admit that I hate talking on the phone, however, it is nice to hear my mom’s voice every once in a while.

Performics recently released the results of the Life on Demand Study.

Take a look at some of the results on the “new social norms” of those who were surveyed:

  • Fifty percent spend less time emailing because of social networks.
  • Forty-nine percent would rather text than call.
  • Forty percent are more comfortable engaging with people online than in person.
  • Thirty percent would rather talk to close friends via social networking than traditional modes.
  • Twenty-nine percent spend more time proofing social posts than e-mails.

Do any of these statistics surprise you?

For more than half of the respondents, social networks are the preferred means of communication with distant friends, and one in three respondents prefer social networks for communicating with close friends. Social networking is dramatically affecting how people communicate with each other and with brands.

As marketers, we have to understand what motivates people and what techniques we can use to inspire our customers’ participation. People like and follow brands for different reasons, and the mix of content you post should reflect that.

Marketers take note: Per The Life on Demand Study, people are most likely to engage with branded content containing pictures (44 percent), status updates (40 percent), and videos (37 percent).

What de-motivates customers to engage with us?

We have a great opportunity to interact with customers in our own space if we understand what they want and don’t want, and play by their rules. How awesome is that?

About Yvette Pistorio

Yvette Pistorio is the shared media manager for Arment Dietrich. She is a lover of pop culture, cupcakes, and HGTV, and enjoys a good laugh. There are a gazillion ways you can find her online.

  • First off, I love that you referenced Oregon Trail.  At first grade I may not have been able to do long division, but I sure knew what Typhoid was.  
    These kind of statistics are always valuable when dealing with clients that still need a digital push. Crazy that 30% of people would rather talk to close friends over social media, though. 
    The stats dovetails nicely with a recent Pew study that shows that the scale of senior use of the Internet has finally tipped (53%!).  Finally, companies with much older demographics can’t stay that half their customers aren’t even on the Internet! 
    Congrats on your first Spin Sucks blog.  

    • yvettepistorio

       @HeatherTweedy Lol! Thanks heather 🙂 I LOVED Oregon Trail! I’m going to look for that Pew study too…53%? That’s awesome! I hate when companies use the excuse that their customers aren’t online. They are!

      •  @yvettepistorio @HeatherTweedy “You have died of dysentery”. 

  • MrkKeane

    @GemLThompson interesting life on demand study- thanks for sharing!:http://t.co/rALDi95L

    • GemLThompson

      @MrkKeane it’s fascinating isn’t it? I just watched a programme on the psychology of fame and 1 of the participants said that facebook …

    • GemLThompson

      @MrkKeane … Profiles emulate what it is like being famous for those of us that aren’t! I could see where he was coming from on that.

  • eveypistorio

    @nshafer2 Thank youuuuuuuuuuuuuuu!!!!!!!!!!!!!!!!!!!!!!

    • nshafer2

      @eveypistorio Anytime!

  • eveypistorio

    @rachaelseda 🙂 thank you!!

  • SemBarista

    RT @markwschaefer Change Communication to Match Customers’ Behaviors http://t.co/8gamwDWe via @ginidietrich

  • eveypistorio

    @nobumbling @DanStasiewski Thank you 🙂

    • DanStasiewski

      @eveypistorio no problem. Great read.