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Branding And How It Works in the Social Media Age

aytm BO in R BRANDING AND HOW IT WORKS IN THE SOCIAL MEDIA AGE 1: Social media hangouts - Facebook : Twitter face-off We asked 2000 US internet users if they belong to Facebook or Tuwitter Мапy тore have Facebook 85% facebook accounts, Duhh 49% twitter PRIORITIZE BUILDING A FACEBOOK COMMUNITY Then we asked them if they use Facebook or Twitter DAILY Facebook 74% users are much more engaged, Duhh 35% PARTICIPATE DAILY We asked 2000 US internet users if they have more than 100/500 friends on... More Facebook 57% 100+ friends on FB users have larger networks, 25% 100+ followers on Twitter Нтmm 500+ friends on FB 11% 500+ followers on Twitter 10% ENGAGE ONE, GET NOTICED BY HUNDREDS 2: How do consumers interact with brands on Facebook and Twitter? 58% ***....... 29% of Facebook users have liked a brand follow a brand Brands 42% 39% have mentioned a brand in a status update have tweeted about a brand 29% * 41% USERS WANT TO TALK ABOUT YOUR BRAND, so have shared a link, video or story about a brand have retweeted about a brand GIVE THEM REASON TO 3: Sentiment about brands according to consumers. f 1.5X There are 50% more of those who say that their brand mentions in status updates on Facebook are only positive (vs. only negative or mixed) M: 1.4x| F: 1.6x :) :) :) O 1.4* 1.9x 2.3x There are almost twice Females are as many users who say their brand tweets are only positive (vs. only negative or mixed) much kinder to brands on Twitter :) 2x for retweets than males MOST USERS SHARE ONLY POSITIVE UPDATES ABOUT BRANDS 4: Folks who have "liked" vs. haven't "liked" any brands on Facebook. HAVE NOT "LIKED" a brand Average for FB members HAVE "LIKED" a brand 46% 66% Have 100+ friends 57% 60% 74% 84% Active on FB daily 19% 42% 59% Have mentioned a brand in a status update 19% 42% 57% Have shared a link or video about a brand FB USERS WHO "LIKE" BRANDS HAVE MORE INFLUENCE THAN THOSE WHO DON'T 5: Virtual personas Meet Mary Meet Joe (social platforms addict) Meet Fred (share reactor) (ads believer) Fred is in midlife, 45-54 years old. Advertisements are the primary influencing factor determining whether he buys products or services that he has never bought before. He places a high value on his favorite brands keeping the promises implied in their marketing and ads. BTW, price is not as important to him as it is to other folks out there. He's probably the main reason why all marketing and advertising folks still have their jobs. Joe is 25-34 years old, hypersocial online - active daily on FB & Twitter. He likely has 500+ Twitter followers and 500+ FB friends. What's even more important: He "likes" Red Bull, MTV &Converse All Stars more than the average Joe. So if you have a similar brand to advertise try to target Joe. Mary is also 25-34 years old, and likes Red Bull & Converse All Stars, but doesn't care about the YouTube community on Facebook compared to other folks. She likely has 200+ friends on FB. Mary and gals like her love to share links and video stories about brands on Facebook. If your brand or marketing piece will go viral- it'll be because of Mary and her friends. Chances are (2.5x) he's also an active blogger so he may become the "voice" of your brand once he likes it. 1.6x Apparently Fred runs on coffee. He "likes" Starbucks brand a whole lot more than the next guy. >2x as likely to "like" Red Bull, MTV & 1.6x more likely to have 200+ FB friends Converse All Stars. CREATE PERSONAS TO IMPROVE YOUR OUTREACH AND ENGAGEMENT 6: What types of content do consumers prefer to get from their favorite brands? Turns out coupons and discounts are the most appreciated type of information from brands $5 OFF 80% 8% 5% 5% 2% COUPONS/PROMOTIONS/DISCOUNTS MOST PREFERRED ΤΥΡΕ ΟF CONTENT FROM FAVORITE BRANDS LESS PREFERRED TYPE OF CONTENT FROM FAVORITE BRANDS 11% 34% 27% 25% 3% SEND COUPONS AND PROMOTIONS TO YOUR COMMUNITY 7: How do consumers prefer to get updates from their favorite brands? You know what to communicate, now learn which channel will give you the best bang for your marketing dollar f» 32% 27% 22% 8% 5% 5% 1% SHORT UPDATES E-MAILS TRADITIONAL OFFLINE ADS MOST PREFERRED UPDATE МЕТНOD FROM FAVORITE BRANDS LEAST PREFERRED UPDATE МЕТНOD FROM FAVORITE BRANDS 14% 5% 23% 15% 14% 5% 25% ÚSE SOCIAL MEDIA TO STAY IN TOUCH WITH YOUR USERS DISCLAMERS: SOURCES: aytm. AYTM is an independant DIY online market research platform and is not affiliated with any of the listed brands. Provided opinion data is based on AYTM survey of 2000 Internet users from our built-in consumer panel. Please e-mail us at [email protected] to request access to the full survey results report. AYTM | 2011 Designed by Lev Mazin .com MAILED FLYERS BLOGS, PRESS RELEASES VIDEO CLIPS, YOUTUBE, MOVIES AUDIO /PODCASTS INTERVIEWS

Branding And How It Works in the Social Media Age

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