Social media is a brand building platform. Somewhere to converse with your customers. One click away from a sale. A sale you are in control of. So, why do so many business owners still treat it as a secondary marketing function? Here Vista PR reveals the latest behaviours and the power of this often untapped sales channel.

1. ARE YOU USING SOCIAL MEDIA TO
DRIVE SALES?
DO YOU HAVE A SOCIAL BRAND?
SOCIAL MEDIA IS AN UNTAPPED, UNDERVALUED
SALES CHANNEL.

4. PAYING FOR ONLINE ADS?

5. WHEN ONLY 6% OF MUMS SAY
SEEING AN AD ONLINE MAKES THEM
MORE LIKELY TO BUY SOMETHING.
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

6. 21% OF MUMS SAY SEEING
AN AD IN THEIR SOCIAL NEWSFEED
MAKES THEM MORE LIKELY TO BUY
SOMETHING,
BUT
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

7. 51% OF MUMS DISCOVER
NEW PRODUCTS AND BRANDS WHEN
AN AD POPS UP IN THEIR SOCIAL
NEWSFEED,
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

8. 59%OF MUMS ARE MORE LIKELY TO BUY
FROM A BRAND IF IT HAS LOTS OF
LIKES AND POSITIVE COMMENTS ON
ITS SOCIAL MEDIA CHANNELS.
AND
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

9. WE ARE LIVING OUR LIVES THROUGH
SOCIAL MEDIA.
YET SO MANY BRANDS STILL SEE IT AS AN
ADD ON MARKETING FUNCTION.
AT WORST IT’S A PLACE FOR REPURPOSING
ADVERTISING CONTENT AND A PART-TIME
ROLE FOR YOUNGER MEMBERS OF STAFF
WHO ‘GET IT’.

10. AT BEST, SOCIAL MEDIA IS A BRANDING
OPPORTUNITY, A PLATFORM TO HAVE A
DIRECT CONVERSATION WITH YOUR
CUSTOMERS. IT’S ONE CLICK AWAY FROM
A SALE. A SALE THAT YOU ARE IN
CONTROL OF.
SOCIAL MEDIA IS NOTHING LESS THAN A
BUSINESS CRITICAL CHANNEL TO MARKET.
HERE’S THE PROOF.

11. JANUARY 2018 AND JANUARY 2019 VISTA
UNDERTOOK RESEARCH INTO PARENT’S
SOCIAL MEDIA HABITS AND WHAT
INFLUENCES PURCHASE.
HERE WE SHOW YOU CHANGES IN BEHAVIOUR OVER THE 12 MONTH PERIOD
AND ALIGN OUR FINDINGS TO SOCIAL MEDIA EXPERT OPINION AND
RESEARCH FROM A GLOBAL SCALE.
OUR RESEARCH BASE WAS 100 PARENTS, SO IS LARGELY ANECDOTAL. BUT IT
PROVIDES AN INTERESTING MEASURE OF THE IMPACT SOCIAL MEDIA IS
HAVING ON THE SALES FUNNEL AND PARTICULARLY HOW IT IS INFLUENCING
YOUR TARGET CONSUMER.
METHODOLOGY
WE RAN OUR SURVEY THROUGH SURVEY MONKEY AND CALLED IN SUPPORT THROUGH VISTA PR’S SOCIAL MEDIA CHANNELS.
IN 2018 WE RECEIVED 100 RESPONSES FROMACROSS THE UK.
IN 2019 WE RECEIVED 96 RESPONSES: 80 MUMS AND 16 DADS.

12. Today it is vital for
brands to stand-out
with an engaging
presence across social
platforms.
SOURCE: GLOBAL WEB INDEX 2018

14. IN 2019 FACEBOOK IS STILL THE MOST
CONSOLIDATED PLATFORM TO GET TO MOST
OF THE POPULATION IN ONE PLACE.
FAVOURED BY 23-37 YEAR OLDS. 80% OF USERS
WITHIN THE AGE BRACKET USE THE PLATFORM
REGULARLY
SOURCE: IPSOS MORI 2018
THE LAST GLOBAL ‘MOTHER REPORT’
SHOWED USAGE AS FOLLOWS:
SOURCE: GLOBAL WEB INDEX 2017
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

16. INSTAGRAM IS HOT ON FACEBOOK’S
HEELS. FAST BECOMING AN
INFLUENTIAL PLATFORM FOR DRIVING
SALES BECAUSE OF THE PREVELANT
INFLUENCER CULTURE.
SOURCE: GLOBAL WEB INDEX 2017
INSTAGRAM USERS AGED 16-34:
• 70% OF ALL INSTAGRAM USERS
• 49% MID TO TOP INCOME
• 53% ARE ENGAGED CONTRIBUTORS
SOURCE: VISTA PR PARENT RESEARCH 2019: MUM SEGMENT

17. BRAND INTERACTION

18. SOURCE: GLOBAL WEB INDEX 2018
THE MAJORITY OF SOCIAL MEDIA USERS
QUALIFY AS BRAND FOLLOWERS.
48% ARE CLASSED AS BRAND INTERACTORS:
THOSE WHO ARE USING SOCIAL PLATFORMS
TO GET IN TOUCH WITH BRANDS AND THOSE
WHO SHARE POSTS FROM BRANDS.

19. 23%OF MUMS WE SPOKE TO ENJOY
FOLLOWING AND INTERACTING
WITH WELL KNOWN BRANDS.
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

20. SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

21. POSTING

22. PLATFORM STRATEGIES
PURPOSE CONSIDERATION
• BRAND AWARENESS
• BUILDING RELATIONSHIPS
• BUILDING BRAND PERSONALITY
• COMMUNICATING WITH
CONSUMERS
• ADVERTISING
• DRIVING ENGAGEMENT
• SHOWCASING PRODUCT
• BUILD BRAND IMAGE
• COLLABORATE WITH
INFLUENCERS
• ADVERTISING
• BRAND AWARENESS
• THOUGHT LEADERSHIP
• CONNECTING WITH INFLUENCERS
• CONVERSATION, ENGAGEMENT
• DRIVING WEBSITE TRAFFIC
• 1-2 POSTS A DAY – MIX OF
ORIGINAL AND CURATED
• ADVERTISING RELATIVELY
INEXPENSIVE, CAN BE WELL
TARGETED
• FACEBOOK GROUPS, LIVE
STORIES AND MESSENGER
• 1-2 POSTS / STORIES A DAY
• ORIGINAL CONTENT
• IMAGE QUALITY IF KEY
• INSTA STORIES ADD DEPTH TO
YOUR BRAND STORY
• SHOPPING FEATURE
• IGTV
• 4-6 POSTS A DAY – MORE
CURATED THAN ORIGINAL
• 260 CHARACTER LIMIT
• CONTENT CAN BE RECYCLED
• FAST-MOVING NEWSFEED
• DAILY MONITORING
• TWEETCHATS
FACEBOOK
INSTAGRAM
TWITTER
Source: THESOCIALFIT.COM 2018

23. “STORIES - THE VERTICAL, EPHEMERAL SLIDESHOWS PIONEERED BY
SNAPCHAT - ARE NOW GROWING 15 TIMES FASTER THAN FEED-BASED
SHARING. STORIES ARE SECOND NATURE FOR A NEW WAVE OF DIGITAL
NATIVES AND THE NEWSFEED MAY BE SLOWLY BECOMING A THING OF THE
PAST.”
Consultancy firm, Block Party, 2019
“THE STORIES FORMAT IS ON A PATH TO SURPASS FEEDS AS THE PRIMARY
WAY PEOPLE SHARE THINGS WITH THEIR FRIENDS SOMETIME NEXT YEAR.”
Facebook chief product officer, Chris Cox, quoted in TechCrunch
STORIES
WORK
BECAUSE THEY
FEEL REAL,
IMMEDIATE,
AND
INTENSELY
PERSONAL.

24. INFLUENCING SALES

25. IN AN AGE OF SOCIAL SCEPTICISM, PEOPLE HAVE
GROWN DISTRUSTFUL OF MANY MEDIA AND
CELEBRITY INFLUENCERS. TRUST HAS REVERTED
BACK TO IMMEDIATE FRIENDS, FAMILY, AND
ACQUAINTANCES ON SOCIAL MEDIA.
TO KEEP PACE WITH THESE CHANGES, SMART
BRANDS ARE FOCUSING LESS ON MAXIMIZING
REACH AND MORE ON GENERATING
TRANSPARENT, QUALITY ENGAGEMENT.
SOURCE: GLOBAL WEB INDEX 2019

26. SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT
21.62% 21.62%

27. SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

28. 38%HAVE BOUGHT SOMETHING
AS A DIRECT RESULT OF
SEEING AN INFLUENCER
USE IT IN A POST.
56%NOW USE SOCIAL MEDIA TO
READ BLOGS AND REVIEWS
FROM PEOPLE THEY DON’T
KNOW.
46%USE SOCIAL MEDIA TO
FOLLOW PEOPLE THEY
DON’T KNOW.
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

29. VISTA DELIVERS STRATEGIC INFLUENCER CAMPAIGNS AND CAN EVIDENCE IMPACT ON
SALES FROM POSTING.
IF YOU’RE GOING TO WORK WITH INFLUENCERS, YOU NEED AN INSTAGRAM PAGE.
OUR SWEET SPOT IS TO WORK WITH INFLUENCERS WHO ARE ENGAGING WITH YOUR
TARGET CONSUMER WITH BETWEEN 10K – 50K FOLLOWERS. RESEARCH SHOWS THAT THIS
LEVEL OF REACH WILL GIVE YOU THE BEST BANG FOR YOUR BUCKS IN TERMS OF
ENGAGEMENT AND REACH.
55% POSITIVE RESPONSE TO INFLUENCER POSTING.
ALMOST 1 IN 2
INSTAGRAM USERS WITH
INFLUENCERS IN THEIR
FEEDS SAY THEIR
PURCHASE DECISIONS
ARE IMPACTED BY THEM.
THIS IS COMPARED TO
41% OF YOUTUBE
VISITORS AND 37% OF
FACEBOOK USERS.
SOURCE: GLOBAL WEB INDEX 2018
SOURCE: VISTA PR RESEARCH 2019: MUM SEGMENT

30. OUR INFLUENCER WORK
DELIVERS BUSINESS IMPACT
SHELL & THE LITTLIES COMMENTED:
“I’VE HAD SO MANY MESSAGES ABOUT FOWEY HALL
FROM PEOPLE WHO HAD BEEN AND STILL RAVE ABOUT IT,
TO PEOPLE WHO ARE BOOKED IN, THINKING OF
BOOKING IN OR ARE BOOKING IN AFTER SEEING MY
STORIES EVEN - ASKING WHICH ROOM WE STAYED IN SO
THEY CAN REQUEST IT.”
WORKING WITH MARTHA’S HAPPILY EVER
AFTER, ONE POST FOR BABYZEN RECEIVED 9,395
VIEWS AND LED TO OVER 40 ‘WHERE CAN I
BUY’ QUESTIONS. WHEN MARTHA’S BLOG WENT
LIVE, THE DISTRIBUTOR WESBITE RECEIVED 300
CLICKS IN THE FIRST DAY.
THE HOTELS TYPICALLY RECEIVE 50-150 MORE
FOLLOWERS ON SOCIAL AFTER EACH INFLUENCER
STAYS. OUR MOST RECENT INFLUENCER RECEIVED
OVER 2,400 POST LIKES ON INSTAGRAM.

31. WHAT IS YOUR
SOCIAL BRAND?
SOCIAL MEDIA IS A BRAND BUILDING PLATFORM. TO
MAKE A CONNECTION AND DRIVE THAT ONE CLICK
THROUGH TO A SALE, YOU MUST THINK ABOUT IT
STRATEGICALLY.

32. OUR GUIDING PRINCIPLES
1. CURATE AN ENGAGING BRAND PERSONA THAT IS BUILT FROM YOUR
CORE BRAND VALUES.
2. THIS IS THE PLATFORM TO SHOW YOUR HUMAN SIDE. BE SOCIABLE.
KEEP IT INTERESTING WITH CONTENT AND A TONE THAT IS RELEVANT TO
THE TARGET AUDIENCE.
3. WATCH, LISTEN AND REACT. RESPOND TO CUSTOMERS AND ENGAGE
THEIR INFLUENCERS. WHEN THEY TRUST YOU, AND THE PEOPLE THEY
TRUST TRUST YOU, THEY WILL PURCHASE.
4. DON’T BOAST LIKE YOU DO IN ADVERTISING. DON’T POST CONTRIVED
BRANDED CONTENT OR IMAGES DESIGNED FOR A DIFFERENT MEDIA
CHANNEL. CREATE SOCIAL CONTENT DESIGNED FOR SOCIAL MEDIA.
AND CHANGE IT UP ACROSS PLATFORMS. THEY ARE ALL USED IN A
DIFFERENT WAY.
5. MAKE USE OF ALL PLATFORM FUNCTIONS AVAILABLE TO YOU,
INCLUDING STORIES. AND KEEP ON TOP OF ALL DEVELOPMENTS FOR
THE CHANNEL. ADOPT CHANGES EARLY. THEY COME THICK AND FAST.

33. VISTA BUILDING A
SOCIAL BRAND FOR
PEG PEREGO UK
CURATING AN IMAGE THAT SUITS THE PLATFORM.

34. THE PEG PEREGO UK
INSTAGRAM BRAND
ON INSTAGRAM THE BRAND EXUDES ITALIAN STYLE AND A PREMIUM FEEL, REFLECTING THE PRODUCT PORTFOLIO AND
MARKET POSITIONING. HERITAGE SHOTS SIT NEXT TO PRODUCT LINES, CELEBRITY AND INFLUENCER POSTING AND FUN
MEMES. A GENTLE COLOUR HUE CREATES A COHESIVE, STYLISH IMAGE OF A WARM, TRUSTWORTHY FAMILY BUSINESS.

35. THE PEG PEREGO UK
FACEBOOK BRAND
ON FACEBOOK THE BRAND IS FUN, ENGAGING, PRODUCT FOCUSSED. WE RUN COMPETITIONS, POLLS,
SHARE COVERAGE FROM MEDIA OUTLETS, CHAT TO OUR FOLLOWERS AND SHOW THEM WHAT WE’VE
BEEN UP TO. THEY KNOW THE TEAM. WITH BAGS OF ENERGY THROUGHOUT THE FEED, SHARING
RELEVANT NEWS AND BABY TIPS, WE STAND FIRM TO THE BRAND’S ITALIAN FAMILY VALUES.

36. PLATFORM MANAGEMENT
• Curate your online brand appeal
• Optimise a post schedule for quality
engagement and likes:
− 5-7 posts / stories per week on Facebook and
Instagram
− 4-6 posts per day on Twitter
• Source suitable curated content
• Branded content creation
• Build and maintain a content calendar
• Schedule posts and stories
• Engage with key influencers eg. bloggers,
businesses
• Run competitions, polls, Q&As
• Interact with followers; respond to comments
• Customer service enquiries
• Advertise: devising and testing; boost posts
• Build shopping platform and swipe up
functionality from stories
• Admin
• Insights and analytics
• Optimise platforms
• Monthly reports including growth and
engagement levels
HOW VISTA CAN OPTIMISE
YOUR SOCIAL CHANNELS
INFLUENCER MANAGEMENT
• Posting strategies
• Identifying suitable influencers to align to the
brand based on their identity, reach and
engagement levels
• Negotiating suitable gifting and remuneration
schemes
• Key message development including unifying
brand relevant hashtags
• Maintaining a watching brief and reporting grid
posts and stories to client
• Integrated creative to media campaigns
DELIVER BUSINESS RESULTS
• Increased engagement and followers which will
lead to improved consideration to purchase
• An improved social brand and level of
interaction – key to influencing sales
• Traffic to your website or customer sites leading
to sales

37. WWW.VISTAPUBLICRELATIONS.COM JANE PAVIA-DAVIS JPD@VISTAPUBICRELATIONS.COM