Performics Social Media (S-Net) Category Report
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Social networks are changing the way people participate with brands, resulting in new opportunities for companies. The S-Net social study category reports highlight findings specific to 18 different industries: alcoholic beverages, apparel, appliances, automotive, education, electronics, entertainment, financial services, food, healthcare/pharma, household, magazines/newspapers, non-alcoholic beverages, personal care, restaurants, sports related, telecommunications and travel.
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Performics Social Media (S-Net) Category Report
- 1. S-Net: A Study in Social Media Usage & Behavior Category Reports AUGUST 2011
- 2. Table of Contents 1 Marketing Implications 3 Alcoholic Beverages 4 Apparel 5 Appliances 7 Automotive 8 Education 9 Electronics 11 Entertainment 12 Financial Services 13 Food 15 Household 16 Magazines/Newspapers 17 Non-Alcoholic Beverages 19 Personal Care 20 Healthcare/Pharmaceutical 21 Restaurants 23 Sports-Related 24 Telecommunications 25 Travel 27 About Performics © 2011 All rights reserved. Performics. Proprietary and Confidential.
- 3. The 2011 “S-Net: The Impact of Social Media“ study reveals the inherent differences in why and how people use social networks among various categories.
- 4. Social Media: Marketing Implications Social networks are changing the way people behave, resulting in new opportunities for companies and brands. The S-Net (The Impact of Social Media) study, from ROI Research Inc. sponsored by Performics, was conducted to better understand how marketers can capitalize on emerging opportunities in the social media space. The results of this research show how participants use social networks in their daily lives and how participants utilize social networks in each product category. Categories Studied: Alcoholic Beverages Entertainment Non-Alcoholic Beverages Apparel Financial Services Personal Care Appliances Food Restaurants Automotive Healthcare/Pharmaceutical Sports-Related Education Household Telecommunications Electronics Magazines/Newspapers Travel What this Means for Marketers: Social networkers crave participation with the companies or brands they like/follow so it’s important to adopt performance marketing strategies that engage participants in every channel of your media mix – across all platforms, devices, and screens. However, because the desired involvement differs in each product category, you must develop a social media strategy tailored specifically to your audience. Strategies and tactics can be experimental and updated quickly because of the fluid nature of social networking. Best practices for marketers looking to make the most of social networks include: • Understand your customer base and their desired levels of brand interaction • Create and adapt strategies to meet participation expectations • Allocate time and resources to the most relevant and appropriate social networks • Regularly monitor and measure social network activity • Adjust strategies and tactics as necessary to optimize engagement To learn how Performics performance marketing solutions will increase participant engagement with your brand, contact your Performics account team or email us at: info@performics.com 1
- 5. 52% strongly or somewhat agree that voicing opinions on social networking sites can influence business decisions of companies/brands
- 6. Alcoholic Beverage Brands Draw in Loyal Customers 43% who purchase alcoholic beverages discuss them on social networks 15% have purchased as a result of content on a social network Makes me feel Discussion topics: connected to others with similar interests 13% • 36% - express satisfaction with a purchase 15% • 25% - compare prices Sales announcements A friend recommended • 18% - give advice I become a fan 15% New product Reasons for liking/following: announcements 16% • 49% - loyal customers of the brand • 26% - coupons/discounts My friends are fans 18% • 23% - identify with the brand Makes me feel like a valued customer 18% Desired brand interaction: • 34% - coupons • 29% - notifications of sales or deals I really identify with the brand/retailer 23% • 26% - information about contests or sweepstakes Reasons for Liking/Following an Alcoholic Beverage Brand 26% Social Chatter: Customers Talk, Do You Listen? Coupons/discounts I am loyal customer of the brand 49% 3
- 7. Apparel Brand Social Networkers Want the Best Deals 43% who purchase apparel discuss them on social networks 17% have purchased as a result of content on a social network To connect with Discussion topics: customer service 11% • 45% - compare prices To talk about where to purchase offline 16% • 42% - compare products To express disappointment about a • 40% - express satisfaction with a purchase purchase or 18% company/brand Reasons for liking/following: To talk about where to • 53% - coupons/discounts purchase online 20% • 48% - sales announcement • 45% - loyal customers of the brand To provide feedback to a company/brand 21% Desired brand interaction: 21% • 43% - coupons To give advice • 41% - notifications of sales or deals To get advice on what • 26% - offers to win “points” or online to purchase 23% currency redeemable for products Social Chatter: Customers Talk, Do You Listen? Discussion Topics on Apparel Brands Social Networks To talk about sales or specials 36% To express satisfaction with a purchase, brand or retailer 40% To compare products 42% To compare prices 45% 4
- 8. Social Networkers Seek Product Advice on Appliance Brands 41% who purchase appliances discuss them on social networks 12% have purchased as a result of content on a social network Like/Follow a Brand to Get Advice on Purchase Discussion topics: 46% cs ces • 46% - get advice on what to purchase n lia 42% pp • 39% - compare prices A ni ro 39% ct • 37% - express satisfaction with a purchase e es El ic rv 34% Se Reasons for liking/following: a al rm ci an ha 33% • 37% - loyal customers of the brand Fin /P ns re io ca at 33% • 32% - new product announcements th ic al un o ut He m A • 32% - sales announcements m 31% co el le av Te Tr Desired brand interaction: 30% PG C • 43% - coupons 28% . st l In • 36% - offers to win “points” or online na io 28% ts at currency redeemable for products uc uc od 26% Ed • 36% - notifications of sales or deals Pr nt d ra ol au 25% eh st us ed Re Ho at Social Chatter: Customers Talk, Do You Listen? 24% el -R s er ts or ap Sp 23% sp ew t en /N m 22% es in rta in el az ar te ag pp En 21% M A ds an Br 19% od es Fo ag 17% ver s Be ge ic ra ol ve oh Be lc -A ic ol on oh N lc A 5
- 9. 53% said products, services or companies should communicate with fans on social networking sites at least once per week
- 10. Automobile Brands Feel Connected to Each Other 67% who purchase automobiles discuss them on social networks 21% have purchased as a result of content on a social network Like/Follow Because They Feel Connected to Discussion topics: Others with Similar Interests • 42% - compare prices 28% o ut • 38% - express satisfaction with a purchase A 27% s er • 33% - get advice on what to purchase ap 25% sp d w te or /Ne la Reasons for liking/following: 21% uc -Re es on in ts az av ati • 42% - loyal customers of the brand ag Sp 20% M el Ed • 35% - coupons/discounts Tr 20% s nt • 32% - identify with the brand ra au 17% s st ce Re vi Desired brand interaction: tro al C Ser 17% e l ar so cia • 48% - coupons Fin an 16% cs n ni er • 43% - notifications of sales or deals 15% /P ic ec ns PG El io C • 42% - information about contests at es 13% un or sweepstakes nc m m pp inm lia 13% co pp t en le A Te 13% rta el Social Chatter: Customers Talk, Do You Listen? ar te En 13% A od Fo 13% d ol ag seh 13% u es Ho er 9% v a Be m ag ar ic 9% Ph ol oh es / re lc ca A er th v al Be He ic ol oh lc A - on N 7
- 11. Education Brand Social Networkers Want Lifestyle Information 71% who purchase educational products discuss them on social networks 29% have purchased as a result of content on a social network Like/Follow Because They Want Information Discussion topics: Relevant to Lifestyle • 33% - give advice 45% n io • 28% - get advice A cat 39% u o Ed • 26% - compare prices ut 39% d te Reasons for liking/following: la 34% ic l Se s-Re es t ic or • 34% - loyal customers of the brand rv Sp 28% ns un ia • 29% - friends are fans io m nc at 26% a cs Fin • 28% - identify with the brand ni ro 26% m au ect co s nt El le ra Te Desired brand interaction: 25% s st er ew Re ap • 56% - coupons 24% sp a ge rm • 48% - information about contests /N ra ha 23% es ve /P s in or sweepstakes re az ca ag 22% • 48% - notifications of sales or special deals th M es al Be av nc He ic 21% lia ol pp oh el lc A A Tr 21% Social Chatter: Customers Talk, Do You Listen? t en m 20% in rta el ge ar te ra pp En 20% A s 19% ve re old Be Fo l Ca eh lic 18% us ho Ho o lc -A 16% na on od so N er /P PG C 8
- 12. Electronic Brand Social Networkers Give Out Most Advice 63% who purchase electronic products discuss them on social networks 22% have purchased as a result of content on a social network Give Advice on Social Networks Discussion topics: 39% s • 46% - compare prices ic l In ron 33% t • 46% - express satisfaction with a purchase, io Elec . st brand or retailer na 32% el • 26% - get advice on what to purchase at av uc Tr 31% Ed es rm ate vic Reasons for liking/following: er 31% lS d • 47% - loyal customers of the brand re orts cia Sp nan el 29% -R • 42% - coupons/discounts a Fi ha • 39% - sales announcements 28% /P es nc ca l C lia 27% th Desired brand interaction: na pp e al ar He A • 48% - coupons 26% o so ut A er • 43% - offers to win “points”or online 25% /P nt PG currency redeemable for products uc me C 25% in • 43% - notifications of sales or special deals rta ts te od En 24% Pr ns Social Chatter: Customers Talk, Do You Listen? d io ol at eh 24% ic s co ous un er m an ap H m 23% sp ts ew le /N Te ur 23% es ta ds in od es az ar an R ag Br 21% M el Fo pp 18% A s ge ra 14% ve s ge Be ra ic ve ol oh Be lc ic A ol oh lc -A on N 9
- 13. 31% purchase more from companies/brands that they like/ follow over other brands/companies
- 14. Facebook Fans & Twitter Followers Most Drawn to Entertainment Brands 46% t en m 37% au tain 74% who purchase entertainment products discuss them on social networks s nt r Re nte ra 22% have purchased as a result of content on a social network 36% E st od Fo Brands Followed on Twitter 35% cs ni Discussion topics: ro 35% au taiAp ect 46% l nte • 48% - express satisfaction with a purchase, El ear nmp brand or retailer 37% s • 26% nt r Re nte - compare prices ra 36% E • 26% - sales or specials st od Fo 35% Reasons for liking/following: cs ni pp ctro • 42% - coupons/discounts 35% e el El ar • 33% - loyal customer of the brand A • 33% - new product announcements Desired brand interaction: Brands Liked on Facebook • 36% - coupons 46% • 35% - notifications of sales or special deals t en m • 34% - information about contests 41% in rta od or sweepstakes te Fo En 40% s nt Social Chatter: Customers Talk, Do You Listen? ra 35% au st el Re ar pp 29% 46% A s enic t mon in r ct 41% le rta te E od Fo En 40% s nt ra 35% au st el Re ar pp 29% A cs ni tro ec El 11