What Social Media Analytics Can't Tell You About Your Customers

WHAT SOCIAL MEDIA ANALYTICS CAN'T TELL YOU ABOUT YOUR CUSTOMERS COMPANIES DON'T KNOW IT YET, BUT THERE IS A GAPING HOLE IN THE BIG DATA THEY ARE USING TO ANALYZE CUSTOMER BEHAVIOR. VISION CRITICAL IDENTIFIED FIVE SIGNIFICANT BLIND SPOTS IN SOCIAL MEDIA ANALYTICS SOCIAL MEDIA ANALYTICS CAN'T TELL YOU... WHO YOUR CUSTOMERS ARE LEGEND YOUR SOCIAL MEDIA AUDIENCE IS MADE UP OF THREE DISTINCT TYPES OF CUSTOMERS. LURKERS DABBLERS ENTHUSIASTS POST ONCE A WEEK OR LESS POST 2 TO 4 TIMES A WEEK POST 5 TIMES A WEEK OR MORE Social media analytics provide a distorted view of your customers because the vast majority of what you hear on social comes from a small slice of the social media audience. DO YOU NEED TO PUMP UP THE VOLUME ON YOUR INVISIBLE AUDIENCE? UPDATES AUDIENCE ONLY 29* OF YOUR AUDIENCE ARE ENTHUSIASTS - 19* 85% OF UPDATES COME FROM ENTHUSIASTS -52% 0% DABBLERS 5% LURKERS SOCIAL MEDIA ANALYTICS CAN'T TELL YOU... HOW TO ENGAGE YOUR CUSTOMERS Much of social media marketing stresses influencer marketing: engaging the customers who post frequently. But you also need to engage lurkers and dabblers, who are less interested in influencing (or being influenced by) friends and family. WHAT ARE THE REASONS YOU HAVE POSTED ABOUT A SPECIFIC MOVIE? TO SHARE MY OPINION TO RECOMMEND THE ABOUT THAT MOVIE MOVIE TO MY FRIENDS 61% 73% 7% 87% 79% 88% SOCIAL MEDIA ANALYTICS CAN'T TELL YOU... HOW TO MARKET AND SELL TO YOUR CUSTOMERS Enthusiasts have distinct media habits, so social media analytics don't offer the insight you need to drive your marketing or advertising decisions. WHAT TYPES OF TV SHOW DO YOU TYPICALLY LIKE TO WATCH? DOCUMENTARIES 76% 69% 62% •.. FOOD SHOWS 65% 57% 53% FASHION AND LIFESTYLE 21% 21% 18% DIY/HOME IMPROVEMENT 53% 52% 53% SOCIAL MEDIA ANALYTICS CAN'I TELL YOU... HOW TO SERVE YOUR CUSTOMERS Social media enthusiasts shop differently from lurkers and dabblers, so social media analytics can't tell you how to serve your customers effectively. IN THE LAST 12 MONTHS, HAVE YOU VISITEDA BIG BOX STORE TO PURCHASE... 41% 26% 31% 34% 20% 14% APPAREL AN ITEM Y OU SHARED ON SOCIAL MEDIA SOCIAL MEDIA ANALYTICS CAN'T TELL YOU... HOW TO BE A CUSTOMER-CENTRIC COMPANY Companies can only become truly customer-centric when they fully understand their customers. Find out how your company can combine social media analytics with other sources of customer intelligence by reading our free report. GET THE REPORT WHAT SOCIAL MEDIA ANALYTICS CAN'T TELL YOU ABOUT YOUR CUSTOMERS AVAILABLE NOW AT VISIONCRITICAL.COM/SOCIALCUSTOMERS VISIONCRITICAL COLLECTIVE WISDOM STARTS HERE