Performics Social Media (S-Net) Category Report

S-Net: A Study in Social Media Usage & Behavior Category Reports

AUGUST 2011

Table of ContentsMarketing Implications

Alcoholic Beverages

Apparel

Appliances

Automotive

Education

Electronics

Entertainment

Financial Services

Food

Household

Magazines/Newspapers

Non-Alcoholic Beverages

Personal Care

Healthcare/Pharmaceutical

Restaurants

Sports-Related

Telecommunications

Travel

About Performics

1345789

11121315161719202123242527

© 2011 All rights reserved. Performics. Proprietary and Confidential.

The 2011 “S-Net: The Impact of Social Media“ study reveals the inherent differences in why and how people use social networks among various categories.

Categories Studied: Alcoholic Beverages Entertainment Non-Alcoholic BeveragesApparel Financial Services Personal CareAppliances Food RestaurantsAutomotive Healthcare/Pharmaceutical Sports-RelatedEducation Household TelecommunicationsElectronics Magazines/Newspapers Travel

What this Means for Marketers:Social networkers crave participation with the companies or brands they like/follow so it’s important to adoptperformance marketing strategies that engage participants in every channel of your media mix – across all platforms, devices, and screens.

However, because the desired involvement differs in each product category, you must develop a social media strategy tailored specifically to your audience. Strategies and tactics can be experimental and updated quickly because of the fluid nature of social networking.

Best practices for marketers looking to make the most of social networks include:• Understand your customer base and their desired levels of brand interaction• Create and adapt strategies to meet participation expectations • Allocate time and resources to the most relevant and appropriate social networks• Regularly monitor and measure social network activity• Adjust strategies and tactics as necessary to optimize engagement

Social networks are changing the way people behave, resulting in new opportunities for companies and brands. The S-Net (The Impact of Social Media) study, from ROI Research Inc. sponsored by Performics, was conducted to better understand how marketers can capitalize on emerging opportunities in the social media space. The results of this research show how participants use social networks in their daily lives and how participants utilize social networks in each product category.

Social Media: Marketing Implications

1

To learn how Performics performance marketing solutions will increase participant engagement with your brand, contact your Performics account team or email us at: [email protected]

52% strongly or somewhat agree that voicing opinions on social networking sites can influence business decisions of companies/brands

I am loyal customer of the brand

Coupons/discounts

I really identify with the brand/retailer

Makes me feel like a valued customer

My friends are fans

New product announcements

A friend recommended I become a fan

Sales announcements

Makes me feel connected to others

with similar interests

Reas

ons f

or Li

king

/Fol

lowi

ng an

Alco

holic

Beve

rage

Bran

d

13%

16%

15%

15%

18%

18%

23%

26%

49%

Discussion topics:• 36% - express satisfaction with a purchase

• 25% - compare prices

• 18% - give advice

Reasons for liking/following:• 49% - loyal customers of the brand

• 26% - coupons/discounts

• 23% - identify with the brand

Desired brand interaction:• 34% - coupons

• 29% - notifications of sales or deals

• 26% - information about contests or sweepstakes

Alcoholic Beverage Brands Draw in Loyal Customers

3

Social Chatter: Customers Talk, Do You Listen?

43% who purchase alcoholic beverages discuss them on social networks

15% have purchased as a result of content on a social network

To compare prices

To compare products

To express satisfaction with a purchase, brand

or retailer

To talk about salesor specials

To get advice on what to purchase

To give advice

To provide feedback to a company/brand

To talk about where to purchase online

To express disappointment about a

purchase or company/brand

To talk about where to purchase offline

To connect with customer service

Disc

ussi

on To

pics

on Ap

pare

l Bra

nds S

ocia

l Net

work

s

11%

16%

18%

20%

21%

21%

23%

36%

40%

42%

45%

Discussion topics:• 45% - compare prices

• 42% - compare products

• 40% - express satisfaction with a purchase

Reasons for liking/following:• 53% - coupons/discounts

• 48% - sales announcement

• 45% - loyal customers of the brand



• 26% - offers to win “points” or online currency redeemable for products

Apparel Brand Social Networkers Want the Best Deals

4


43% who purchase apparel discuss them on social networks


42%

39%

34%

33%

33%

31%

30%

28%

28%

26%

25%

24%

23%

22%

21%

19%

17%

Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food Br

andsApparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-RelatedResta

urant

Household Products

Educatio

nal Inst.

CPGTra

vel

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervicesEle

ctronics

Appliances 46%

Discussion topics:• 46% - get advice on what to purchase




• 32% - new product announcements

• 32% - sales announcements




Social Networkers Seek Product Advice on Appliance Brands

Like/Follow a Brand to Get Advice on Purchase

5


41% who purchase appliances discuss them on social networks


53% said products, services or companies should communicate with fans on social networking sites at least once per week

9%

9%

13%

13%

13%

13%

13%

13%

15%

16%

17%

17%

20%

20%

21%

25%

27%

28%

Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

FoodApparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household

Educatio

n

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nics

Appliances



• 33% - get advice on what to purchase







Automobile Brands Feel Connected to Each Other

Like/Follow Because They Feel Connected to Others with Similar Interests

7


67% who purchase automobiles discuss them on social networks


Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food

Apparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household

Educatio

n

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nics

Appliances

16%

18%

19%

20%

20%

21%

21%

22%

23%

24%

25%

26%

26%

28%

34%

39%

39%

45%

Discussion topics:• 33% - give advice

• 28% - get advice



• 29% - friends are fans




• 48% - notifications of sales or special deals

Education Brand Social Networkers Want Lifestyle Information

Like/Follow Because They Want Information Relevant to Lifestyle

8


71% who purchase educational products discuss them on social networks


Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food Br

ands

Apparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

ntsHouse

hold Products

Educatio

nal Inst.

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harmaFin

ancial Servi

ces

Electro

nics

Appliances

14%

18%

21%

23%

23%

24%

24%

25%

25%

26%

27%

28%

29%

31%

31%

32%

33%

39%Discussion topics:• 46% - compare prices

• 46% - express satisfaction with a purchase, brand or retailer








Electronic Brand Social Networkers Give Out Most Advice

Give Advice on Social Networks

9


63% who purchase electronic products discuss them on social networks


31% purchase more from companies/brands that they like/follow over other brands/companies

Food

Food

Apparel

Apparel

Ente

rtainment

Ente

rtainment

Restaura

nts

Restaura

nts

Electro

nics

Electro

nics

35%

46%

41%

40%

35%

29%

35%

36%

37%

46%

Food

Food

Apparel

Apparel

Ente

rtainment

Ente

rtainment

Restaura

nts

Restaura

nts

Electro

nics

Electro

nics

35%

46%

41%

40%

35%

29%

35%

36%

37%

46%

Discussion topics:• 48% - express satisfaction with a purchase,

brand or retailer


• 26% - sales or specials


• 33% - loyal customer of the brand





Facebook Fans & Twitter Followers Most Drawn to Entertainment Brands

Brands Followed on Twitter

Brands Liked on Facebook

11


74% who purchase entertainment products discuss them on social networks


Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food Br

ands

Apparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household Products

Educatio

nal Inst.

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nics

Appliances

6%

6%

9%

9%

9%

9%

9%

10%

11%

11%

11%

13%

15%

16%

17%

22%

26%

30%



• 33% - find out where to purchase online

Reasons for liking/following: • 38% - loyal customer of the brand


• 32% - makes them feel like a valued customer


• 38% - offers to win “points” for products or prizes


Financial Service Followers Connect to Customer Service

Like/Follow a Brand to Connect with Customer Service

12


66% who purchase financial services products discuss them on social networks


Coupons/discounts Reas

ons f

or Li

king

/Fol

lowi

ng Fo

od Br

and

63%

I am loyal customer of the brand 45%

Sales announcements 31%

New product announcements 30%

Makes me feel like a valued customer 22%

I really identify with the brand 18%

My friends are fans 13%

Makes me feel connected to others with similar interests 13%

A friend recommended I become a fan 11%Discussion topics:• 53% - express satisfaction with a purchase,

brand or retailer



Reasons for liking/following:• 63% - coupons and discounts




• 40% - notification of sales or specials


Food Brands Use Coupons & Discounts to Connect With Social Networkers

13


47% who purchase food products discuss them on social networks


50% get and

50% give advice about products/services, companies or brands on social networking sites


ons f

or Li

king

/Fol

lowi

ng a

Hous

ehol

d Bra

nd

65%






A friend recommended I become a fan 14%


Makes me feel connected to others with similar interest 13%Discussion topics:


• 40% - talk about sales or specials


Reasons for liking/following:• 65% - coupons





• 31% - offers to win “points” or online currency redeemable for products or prizes

Coupons & Discounts Draw People to Household Brands’ Social Networks

15


28% who purchase household products discuss them on social networks


Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food

ApparelEnte

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household

Educatio

n

CPG

Trave

lAuto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nicsApplia

nces

13%

18%

22%

22%

22%

23%

24%

24%

25%

25%

26%

26%

28%

28%

29%

32%

36%

37%

Discussion topics:• 28% - sales or specials

• 28% - express satisfaction with a purchase, brand, or retailer

• 27% - provide feedback to a company







Social Networkers Personally Identify with Magazine/Newspaper Brands

Like/Follow a Brand Because They Identify with Brand

16


48% who purchase magazines/newspapers products discuss them on social networks



or retailer Disc

ussi

on To

pics

on No

n-Al

coho

lic Be

vera

ges S

ocia

l Net

work

s

48%

To compare prices 30%

To talk about sales or specials 24%

To provide feedback to a company/brand 23%

To get advice on what to purchase 19%

To express disappointment about a purchase or

company/brand 18%

To give advice 14%

To talk about where to purchase offline 12%

To connect with customer service 9%To talk about where to purchase online 5%


brand or retailer



Reasons for liking/following: • 55% - loyal customers of the brand






Loyal Customers Express Satisfaction to Non-Alcoholic Beverage Brands

17


27% who purchase non-alcoholic beverages products discuss them on social networks


24% have made a purchase directly as a result of something posted on a social network

Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food

Apparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household

Educatio

n

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nics

Appliances

18%

24%

26%

31%

33%

34%

35%

37%

42%

42%

50%

53%

53%

55%

58%

63%

65%

67%


brand or retailer





• 41% - new products announcements




Personal Care Product Brands Entice with Coupons & Discounts

Like/Follow Because They Want Coupons/Discounts

19


31% who purchase personal care products discuss them on social networks



ons f

or Fo

llowi

ng/L

ikin

g Pha

rmac

eutic

al Co

mpa

nies

58%






A friend recommended I become a fan 18%


Makes me feel connected to others with similar interests 9%Discussion topics:


• 34% - get advice about what to purchase




• 27% - new products announcements




Pharmaceutical Brands Use Coupons & Discounts to Connect

20


32% who purchase pharmaceutical products discuss them on social networks



or retailer Disc

uss T

opic

s on R

esta

uran

t Bra

nd So

cial

Netw

orks

60%






company/brand 25%

To give advice 23%

To talk about where to purchase offline 15%To connect with customer service 11%

To talk about where to purchase online 10%Discussion topics:• 60% - express satisfaction with a purchase,

brand or retailer



Reasons for liking/following: • 55% - coupons/discounts




• 42% - getting notification of sales or special deals


Restaurant Goers Express Brand & Experience Satisfaction

21


57% who purchase from restaurants discuss them on social networks


60% are at least somewhat likely to take action when a friend posts something about a product/service, company or brand

Alcoholic Be

vera

ges

Non-Alcoholic

Beve

rages

Food

Apparel

Ente

rtainment

Magazines/N

ewspapers

Sports

-Related

Restaura

nts

Household

Educatio

n

CPG/Perso

nal Care

Trave

l

Auto

Telecommunicatio

ns

Healthcare/P

harma

Financial S

ervices

Electro

nics

Appliances

8%

10%

12%

13%

13%

15%

17%

17%

17%

17%

21%

21%

21%

22%

22%

29%

30%

32%



• 32% - give advice

Reasons for liking/following:• 42% - loyal customer of the brand



Desired brand interaction:• 42% - loyal customer of the brand



Sports-Related Social Networks Influence Product Purchases

Buy Because of Something Posted on a Social Network

23


79% who purchase sports-related products discuss them on social networks



or retailer Disc

ussi

on To

pics

on Te

leco

mm

unic

atio

n Bra

nd So

cial

Netw

orks

50%





company/brand 28%


To give advice 24%

To talk about where to purchase offline 18%

To talk about where to purchase online 17%

To connect with customer service 17%Discussion topics:




Reasons for liking/following:• 51% - loyal customer of the brand




• 38% - notification of sales or special deals


Telecommunication Brands Draw in Customers Who Express Satisfaction

24


57% who purchase telecom products discuss them on social networks



ons T

o lik

e/Fo

llow

a Tra

vel b

rand

53%






Makes me feel connected to others

with similar interests 20%


A friend recommended I become a fan 14%Discussion topics:







Desired brand interaction:• 53% - coupons/discounts



Travel Brand Social Networkers Expect Coupons & Discounts

25


57% who purchase travel products discuss them on social networks


59% use social networks to compare prices

56% do so to talk about sales or specials

About the Study

S-Net (The Impact of Social Media), a report from ROI Research Inc., sponsored by Performics, used a 30-min-ute online survey to collect responses in April 2011 from 2,997 people who access at least one social network regularly. The objective of this study was to determine how various segments of people use social networks in their daily lives, specifically with regard to the purchase process for different types of products and in relation to other media channels.

About Performics

Performics is the first global performance marketing company partnering with marketers to make smart marketing decisions that improve ROI. Founded in 1998, our performance specialists are certified experts in search, affiliate & feeds, and social & display channels across all screens. Performics, headquartered in Chicago with presence in 14 countries and regional hubs in London, Paris, and Singapore, is part of Publicis Groupe -- the world’s third largest communications group and top global search spender.

Connect with us: www.performics.com | blog.performics.com | facebook | @performics

About ROI Research

ROI Research Inc. is a leader in consumer insights and multi-channel consumer behaviors. Since 2002, ROI has provided its clients with data-driven marketing strategies that optimize marketers’ ability to communicate with consumers for acquisition targeting, viral propagation and to drive consumers deeper into the engagement funnel. ROI leverages a number of proprietary tools and technologies to gain an in-depth understanding of consumer attitudes and behaviors, then works closely with its clients to develop, implement and measure the effect of strategic marketing initiatives. Top businesses that rely on ROI Research for marketing insights include: Microsoft, Google, Epsilon and Genentech. For more information, please visit www.roiresearch.com.

27

Performics Social Media (S-Net) Category Report

Technology

Transcript of Performics Social Media (S-Net) Category Report