Who people trust online in 2014, how they make decisions based on this and what this might be worth - social media statistics and insights

1. 1 4 M AY 2 0 1 4
TRUST IN
SOCIALWho people trust online, and how to put a
value on driving this…

2. Social media can be used to do many things – to engage with your
existing fans, to find new customers, to drive awareness and get
people excited about what you have to offer, ultimately turning them
into advocates for your brand…
POWER TO THE
PEOPLE

3. Social media can be used to reach – and hopefully excite - a wide
audience, or to create a deeper dialogue with more targeted
individuals and groups.
Above all it is becoming key for decision making about what people
see, buy or do.
PEOPLE TRUST EACH
OTHER

4. Source – Nielsen Trust in Advertising annual survey 2014
TRUST IN EACH OTHER
This year’s survey shows people trust
recommendations from people they
know even more (84%).
Interestingly, branded websites have
now overtaken wider consumer reviews
as the mitigating effects of social media
increase online brand trust…

5. TRUST IN EACH OTHER
People trust the opinions of
other people like them first, way
above professional media
(70%).
Social media is the best forum
to catalyse and share these
through both formal and
informal recommendations…
Source – Nielsen Trust in Advertising annual survey 2013
5

6. People actually like talking about the brands and things they
love, or those that have caught their attention. To do this
effectively and cut through the rest of the noise, brands need to
be consistently interesting, original and engaging.
BUYING INTO YOUR
BRAND

7. BRANDS, FANS & SOCIAL LOVE
People actually like talking about the brands and
things they love (and do so up to 90 times per
week). To be one of these brands you need to be
consistently interesting, original and engaging,
consistently adding value to your fans.
Brands that manage to do this will drive
purchase, loyalty and advocacy – people are
71% more likely to choose a brand if referred to
by a friend.
Source: Hubspot Inbound Marketing
Infographic
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8. PURCHASING BEHAVIOUR & SOCIAL
Consumers are increasingly likely to research
any purchases online they make before
committing. They often do this directly on social
media, looking at forums and blogger reviews
or asking their friends & personal networks.
Even when they look outside social platforms,
the results they often find will be social media
based…
Source: Initiative’s
‘Age of Social Influence’ report
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9. PUTTING A VALUE ON SOCIAL MEDIA
A Facebook fan is worth $174 to a brand, up
28% since 2010, according to Syncapse, a social
media moderation firm.
McKinsey suggests that companies using social
media or “collaborative Web 2.0 technologies”
are achieving higher profits.
Using sales data during a campaign Bulmers
calculated their Facebook fans were worth £3.82
more a week, or £198.64 per year.
Eventbrite estimates exposure on Facebook
generates £2.25 in additional gross ticket sales,
on average.
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10. THANK YOU FOR YOUR TIME
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