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The Social Customer

sproutsocial THE SOCIAL CUSTOMER Highlights from The Sprout Social Index Get the full report at The most important commercial trend happening today is the rapid growth of inbound consumer engagement for brands on social channels. Our Index explores the upswing of people engaging with brands via social networks. So, take a look at the snapshot of data behind today's social customers and how brands respond. NETWORK GROWTH vs. USER ENGAGEMENT 9x Facebook & Twitter user base 178% Consumer brand engagement AS FAST 20.5% User engagement is growing nearly nine times faster than the social networks themselves. Q3 2013 Q4 Q1 2013 2012 2013 FASTEST GROWING INDUSTRIES for CONSUMER ENGAGEMENT Q2 2012-Q3 2013 SERVICES UTILITIES 128% ENTERTAINMENT 273% 498% EDUCATION 125% UTILITIES 170% ENTERTAINMENT 196% NON-PROFIT 154% RETAIL TRAVEL & HOSPITALITY 129% 134% ENGAGEMENT PERFORMANCE by INDUSTRY Q3 2013 RESPONSE TIME (HOURS) RESPONSE RATE BUSINESS SERVICES 9.5 BANKING/FINANCE 28% UTILITIES 9.7 UTILITIES 27% BANKING/FINANCE 10 AUTOMOTIVE 24% ENTERTAINMENT 10 RETAIL 23% TECHNOLOGY 10.6 TECHNOLOGY 21% EDUCATION 10.7 CONSUMER GOODS 20% AUTOMOTIVE 10.9 TRAVEL/HOSPITALITY 19% RETAIL 10.9 MARKETING 18% TRAVEL/HOSPITALITY 11.6 GOVERNMENT 17% HEALTHCARE 11.7 BUSINESS SERVICES 17% NON-PROFIT 11.8 EDUCATION 16% CONSUMER GOODS 12.3 HEALTHCARE 16% MARKETING 12.4 NON-PROFIT 15% REAL ESTATE 13.1 REAL ESTATE 15% GOVERNMENT 14.5 ENTERTAINMENT 11% RESPONSE RATES, BRANDS on SOCIAL 4-5 Q4 Q1 Q2 2013 consumer inquiries Q3 2012 2013 2013 IN now go unanswered. 21.7% 22.4% 19.8% 17.3% To stay competitive, brands must find ways to correct this downward trend. • Average Response Rate for Brands on Twitter & Facebook avg. MONTHLY INBOUND MESSAGES to BRANDS 39 60 MESSAGES MESSAGES FOR EVERY 1000 FOR EVERY 1000 FACEBOOK FANS TWITTER FOLLOWERS Are you present for your audience? Find out how you stack up at RESPONSE TIMES, BRANDS on SOCIAL Q4 Q1 2013 Q2 2013 Q3 2012 2013 11.3 10.3 10.3 11 HOURS HOURS HOURS HOURS 11.3 HOURS By the third quarter of 2013, the average response time for brands to respond to consumers was 11.3 hours. Average Response Time for Brands on Twitter & Facebook For more trends and to download complete findings from The Sprout Social Index: Engagement & Customer Care, visit sproutsocial All data sourced from The Sprout Social Index, December 2013.

The Social Customer

shared by SproutSocial on Jan 10
A snapshot of data behind today's social customers, the rapid growth of inbound consumer engagement and how brands respond.






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