Why Consumers “Like” Brands

The impact of social media on brands is undeniable.  As a part of a well thought out marketing campaign, social media can certainly help create results.  Social media can also be very detrimental to your business if you are not paying attention to what people are saying about you.  As social media continues to evolve and users become savvier, it’s good to look at information on why consumers “like” brands.  A study has been released that not only details why consumers click the “like” button, it also looks at what marketers think the “like” means.  The difference between why consumers “like” and what marketers think it means is surprising.

• Worldwide, the top reason consumers “like” a brand was because they are currently a loyal customer of the brand.  Nearly half of consumers said that was the reason they clicked “like”

• 46% wanted to receive incentives or rewards for engaging with the brand, another 46% wanted to keep track of news on the brand

• 43% were looking for special savings or brand related events

• 30% said they found the page’s content agreeable and “liked” for that reason

• Roughly one in four wanted to have their voice heard or to help other customers

• Approximately one in five clicked “like” because they either wanted to recommend the brand to friends or wanted to engage other customers

• Marketers, mistakenly thought that the page’s content was the top reason why people “liked” a page.  That view was held by nearly 60% of marketers surveyed

• Marketing professionals also put more stock in the customers need to be heard as a reason for the “like” – 41% of marketers thought people liked for that reason

• Marketers also vastly underestimated the customer loyalty factor.  Just 24% of marketers thought that was a reason for the “like”

• They also did not put as much weight in consumers desire for savings as a reason for “liking” a brand

What Does This Mean To You

Maybe the reason some brands are more successful than others on social media is could come down to a misconception of what consumers are looking for.  While the majority of “likes” worldwide may come from loyal customers, utilizing some of the other information can help you create loyal customers – and then get those loyal customers to be recruiters for your brand.  Since every business is unique, ask your current fans or followers why they engage your company on social media.  If the reason they “like” you is because they are looking for coupons and other savings vehicles, then make sure it is the focus of your social media efforts.  But as we saw in a study last week – incentivize them to let others know how great your company is.  Maybe give better offers for those fans or followers who refer other customers.  These brand evangelists can be a big part of your social success.  For more information on how social media can help your business move the needle, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; CMO Council

Who are Twitter Users

Last week, we had a post on the growth of Twitter.  Today, we’ll look at who Twitter users are and what might be some consumer groups that your business could capitalize on.  There are several segments of the population that are heavy twitter users or have seen great growth in Twitter use that might be currently untapped by your organization.

• Nationally, just over half of Twitter users are female (53%)

• Adults under the age 30-49 are the biggest group of Twitter users, but 26% of online adults age
18-29 also use the social network

•  Over 30% of Internet users age 18-24 use Twitter

• 30% of Twitter users have household incomes of $75,000+

• Four in 10 have college degrees

• Nearly half of Twitter users live in the suburbs

• Nearly 30% of online African-Americans use Twitter

What Does This Mean To You

Younger consumers, diverse audiences and educated adults are prime groups to target.  Twitter and other social networks  can help you connect with these groups to grow your business and extend your brand’s influence. They also are in the market to make a wide variety of purchases over the next 12 months.  For example, in Metro Orlando:

• Adults age 18-29 are much more likely than the market to purchase an HDTV

• More than one in four African-American adults plan to make a furniture purchase

• Adults with college degrees are 26% more likely than the market to be in the market to buy a home

• Nearly 30% of African-Americans plan to make a consumer electronic purchase

• 18-29 year olds make up nearly 40% of adults who plan to buy a video game system

• Those with college degrees are 44% more likely to plan to buy a tablet

• Over one in five 18-30 year olds plans to make a vehicle purchase

For more information on using social media to reach target audiences that can increase your bottom line, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Pew Internet & American Life Project; The 2012 Scarborough Report, Release 1

Twitter Usage Grows

Twitter is often seen as the second social network behind Facebook.  At over 1 billion global users, Facebook’s growth rate has mostly flattened out but Twitter is still gaining new users.  Twitter announced that they would eclipse the 500 million user mark this year.  Recently released research details how they are growing and usage patterns.

• Currently 15% of online adults use Twitter

• In the past year, Twitter usage has grown 25%

• Roughly 8% of online adults use Twitter on a daily basis

• The number of daily Twitter users has jumped 60% since last year

What Does This Mean To You

While Twitter does not have the large adoption rate of Facebook, it is still growing and gives your organization a way to create targeted messages.  But there are other social media platforms that are also growing and can help you develop awareness.  Pinterest is a one of the newest social networks that burst on the scene in May of 2011.  Pinterest is averaging month over month visitor growth of over 30% and is now the third largest social media outlet.  LinkedIn is also a valuable tool, especially for B2B purposes.  Globally, LinkedIn reports over 160 million subscribers.
The ability to target your message and have users easily share makes social media marketing very valuable.  Through hashtags, you can reach specific audiences with Twitter.  Being a business networking LinkedIn can help you develop relationships with decision makers and also drive business to business efforts.  Pinterest is highly visual and “pins” are often shared.  Another valuable thing about Pinterest is that it skews female and users have long periods of engagement.  For more information on creating results with social media, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Pew Internet & American Life Project; Twitter; Experian; TechCrunch; LinkedIn

Social Media Influencing Holiday Shopping

Social media continues to change the way we shop, buy and research things.  Now it looks like it has altered the way we find out what holiday gifts to buy.
Recent research tells us that:

• Recommendations of social media users are twice as likely to lead to holiday purchases
• Two-thirds of social media users made a Black Friday or Cyber-Monday purchase as a direct result of social media interactions with friends or family
• 86% of social media users made or received a holiday gift recommendation

What Does This Mean To You?

How is your business using social media?  Does your site allow for social sharing?  As consumers find new ways to use social media, you need to respond, adapt and engage to have success through these networks.   Consumers want more and the businesses that provide it to them will see greater results.  For more information on how you can achieve social media success, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Mr. Youth

Brand Following Habits of Twitter Users

Twitter is currently the second largest social media network.  By the end of the year, it’s estimated that they will have nearly 21 million users.

• 21% of Twitter users follow brands on the network
• Over 60% of those who follow brands, follow less than 5 brands
• Six in 10 Twitter brand followers would likely recommend brands to friends

What Does This Mean To You?

Twitter and other social media networks can be a great tool to market your business.  You can create one-to-one communications, target your messages and generate peer-to-peer awareness.  But how do you get people to follow your brand?  Advertising is the key – three-quarters of adults who “like” a business on FaceBook did so because of advertising.  Incorporate your social media presences into your current advertising campaigns to create interest and develop social branding.  Once you’ve got consumers following or “liking” you, make sure you are delivering content to keep them engaged with your brand.  For more information on how to incorporate social media into your current marketing mix, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer; Constant Contact, CMB; Compete

Socially Responding To Shoppers

Earlier this year, we had a post that talked about how consumers expect feedback through mobile devices. Dealing with customer complaints has always been important – the emergence of social media has made them extremely important. Bad reviews can impact your bottom line.

A recent released survey showed that only about of third of executives think
their customers comment or complain about their products & services through social media. Even if it is just a third of customers (I think the executives surveyed are underestimating how their customers are use social media), that means there is a great deal of negative information about your business and your products.

The survey also showed how companies are using social media to respond to
customer feedback:

What Does This Mean To You?

Nearly one in six companies hardly ever respond to FaceBook comments and almost 30% virtually ignore Twitter feedback. Just because comments or complaints originate socially is not a reason to not respond. In fact, because they are social in nature means that they have openly complained and their friends and followers have already seen it. Also, they will probably share the fact that the company did nothing to remedy the situation.
Comments, even negative ones, are a great way to engage consumers and increase loyalty. Everyone makes mistakes and a peace-offering to a customer can lead to a positive message that they share with their friends. This is just one part of social media management; does your organization have a strategy for social media? For more information on how to make social media work for you, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: EMarketer; MarketTools

FaceBook Activity During Work Hours

Social networking is a huge activity among consumers.  Currently, over 800 million people worldwide are members of FaceBook and many of them are engaging with the social network during work hours.

• 44% of 18-34 year olds use FaceBook between from
  9am to 5pm
• One-third of 35-64 year olds were on during that time
• 30% of teens were on during these school/work hours
• Both teens & 18-34 year olds were more likely to be on
  FaceBook than watch TV from 9am to 5pm

What Does This Mean To You?

Social networks are doing a great job at attracting the younger audiences
during daytime hours.  You can utilize this audience to effect after work purchasing behavior.   Does your organization have a social media strategy? Just having a FaceBook page does not equal social media marketing.  For more information on how to make your social presences improve your bottom line. please contact your Orlando Sentinel Media Group Representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: EMarketer; Frank N Magid Associates; FaceBook

Why Twitter Followers Follow

A recent study shows us that Twitter followers are loyal, they recommend brands to friends and most importantly  – they are likely to buy brands they follow.  Now the question, Why do they follow?

• 64% follow because they are happy customers of
  the brands they follow
• More than six in 10 want to be the first to know
  about information on the brand
• Nearly half want to receive discounts and promotions
• Over one-third want to get exclusive content
• 28% are looking for information to re-tweet or
  share with others

What Does This Mean To You?

Nearly 85% of Twitter followers read tweets from the brands
they follow.  This gives you an incredible path to speak with
consumers who are likely to recommend you to their friends
and buy your products .  And because the majority of Twitter
followers tend to not disengage with brands, you are likely to
connect with a long-term customer.  For more information on
how to maximize your social media presence and get results,
contact your Orlando Sentinel Media Group Representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: Constant Contact; Chadwick Martin Bailey; Mashable; Compete

Why Consumers Don’t “Like” Brands

Just because consumers “Like” a brand, doesn’t give you carte blanche to market anything and everything to them.  For a snapshot into do’s and don’ts of
marketing to your followers, it’s good to look at the reasons why people don’t
“Like” brands.

• Over 50% of social networkers don’t want to be
  bombarded with ads or messages
• 45% don’t want to give companies access to their
  person information
• Roughly 3 in 10 don’t want things pushed into their friends newsfeeds or want companies to contact them through social media
• Approximately 20% don’t want to impose their views on others or see any benefit in “Liking” a brand on FaceBook

What Does This Mean To You?
Once you have a consumer “Liking” you on FaceBook or following you through other social media, you should not abuse that privilege. Over 35% of social media users disengage with brands after a short time because they don’t see a value or the feel inundated with messages.  By optimizing your social media presence you
can increase loyalty and drive consumers to your locations. For more information on how to engage customers through social media, please contact
your Orlando Sentinel Media Group Representative, or:
Al Fiala
407.420.5702
afiala@orlandosentinel.com

Source: EMarketer; Exact Target

Who Are Casual Social Gamers

When some people think of gamers, they automatically assume they are teens or those who still dwell in their parents basement.  But they are actually a lucrative consumer group that could mean opportuntity for your business.

• Roughly 40% of Internet users play social games online
• More than 60% of casual social gamers are female
• Over 60% are age 40+
• 31% of casual social gamers are Hispanic and 36%
  are African-American

What Does This Mean To You?
Social games give you a great opportunity to brand your business with a highly engaged audience.  It also can put your message into the hands of important gender and ethnic targets.  The trend toward social gaming is very likely to continue; nearly one in four social games said they plan on spending more time with gaming content in the next year.  For more information on how to increase your bottom line through social gaming, please contact your Orlando Sentinel Media Group Representative or:
Al Fiala
407.420.5702
afiala@orlandosentinel.com

Source: EMarketer; Information Solutions Group