Branding In The Social Media Age
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Branding In The Social Media Age

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To get a better idea of how US consumers are interacting with brands in the social media space, AYTM conducted DIY market research utilizing our online consumer panel and survey tool.

To get a better idea of how US consumers are interacting with brands in the social media space, AYTM conducted DIY market research utilizing our online consumer panel and survey tool.

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Branding In The Social Media Age Branding In The Social Media Age Presentation Transcript

  • Branding In the Social Media Age © aytm.com | Ask Your Target Market | market research has never been this easy
  • 1.1: Social media hangouts - Facebook : Twitter face-off We asked 2000 US internet users if they belong to Facebook or Twitter Many more have Facebook 85% accounts, Duhh 49% Prioritize building a Facebook community Then we asked them if they use Facebook or Twitter DAILY Facebook users are much 74% more engaged, Duhh 35% Participate Daily © aytm.com | Ask Your Target Market | market research has never been this easy
  • 1.2: Social media hangouts - Facebook : Twitter face-off 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, Hmmm 25% 100+ followers on Twitter 11% 500+ friends on FB 10% 500+ followers on Twitter Engage one, get noticed by hundreds © aytm.com | Ask Your Target Market | market research has never been this easy View slide
  • 2: How do consumers interact with brands on Facebook and Twitter? 58%29% of Facebook users have liked a brandfollow a brand 39% Brands 42% have mentioned a brand in a have tweeted status update about a brand 29% 41% have shared have retweeted Users want to talk a link, video about a brand about your brand, so or story about a brand give them a reason to © aytm.com | Ask Your Target Market | market research has never been this easy View slide
  • 3: Sentiment about brands according to consumers. 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 :) :) :) :( 1.9x There are almost twice as many users who say their brand tweets are only positive 1.4x 2.3x Females are much kinder to brands on Twitter :) :) 2x for retweets (vs. only negative or mixed) than males Most Users share ONLY positive updates about brands © aytm.com | Ask Your Target Market | market research has never been this easy
  • 4: Folks who have “liked” vs. haven’t “liked” any brands on Facebook. HAVE NOT “LIKED” Average for HAVE “LIKED” a brand FB members a brand46% 57% 66% Have 100+ friends60% 74% 84% Active on FB daily19% 42% 59% Have mentioned a brand in a status update19% 42% 57% Have shared a link or video about a brand FB users who "Like" brands have more influence than those who dont © aytm.com | Ask Your Target Market | market research has never been this easy
  • 5: Virtual personasMeet Joe Meet Mary Meet Fred(social platforms (share reactor) (ads believer)addict) Mary is also 25-34 years old, Fred is in midlife, 45-54 years old.Joe is 25-34 years old, and likes Red Bull & Converse Advertisements are the primaryhypersocial online – active daily All Stars, but doesn’t care about the influencing factor determiningon FB & Twitter. He likely has 500+ YouTube community on Facebook whether he buys products or servicesTwitter followers and 500+ FB friends. compared to other folks. that he has never bought before.What’s even more important: She likely has 200+ friends on FB. He places a high value on hisHe “likes” Red Bull, MTV & Converse favorite brands keeping the promisesAll Stars more than the average Joe. Mary and gals like her love to implied in their marketing and ads.So if you have a similar brand share links and video stories about BTW, price is not as important to himto advertise try to target Joe. brands on Facebook. If your brand as it is to other folks out there. or marketing piece will go viral – He’s probably the main reasonChances are (2.5x) he’s also it’ll be because of Mary why all marketing and advertisingan active blogger so he may become and her friends. folks still have their jobs.the “voice” of your brand once he likes it. 1.6x Apparently Fred runs >2x on coffee. He “likes” as likely to “like” 1.6x Starbucks brand Red Bull, MTV & more likely to have a whole lot more Converse All Stars. 200+ FB friends. than the next guy. Create personas to improve your outreach and engagement © aytm.com | Ask Your Target Market | market research has never been this easy
  • 6: What types of content do consumers prefer to get from their favorite brands? Answers to Qs Brand news Interviews Turns out $5 OFF How-tos coupons and discounts are the most appreciated type of information from brands 80% 8% 5% 5% 2% Coupons/promotions/discounts MOSTPREFERRED TYPE OF CONTENT FROM FAVORITE BRANDS LESSPREFERRED TYPE OF CONTENT FROM FAVORITE BRANDS 11% 34% 27% 25% 3% Send coupons and promotions to your community © aytm.com | Ask Your Target Market | market research has never been this easy
  • 7: How do consumers prefer to get updates from their favorite brands? Blogs, Press releases Video clips, YouTube Audio /podcasts Mailed flyers Movies 32% 27% 22% 8% 5% 5% 1% Short updates E-mails Traditional offline ads MOSTPREFERRED UPDATE METHOD FROM FAVORITE BRANDS LEASTPREFERRED UPDATE METHOD FROM FAVORITE BRANDS 14% 5% 23% 15% 14% 5% 25% Use social media to stay in touch with your users © aytm.com | Ask Your Target Market | market research has never been this easy
  • .comSOURCES: DISCLAMERS:Provided opinion data is based on AYTM survey of 2000 Internet users AYTM is an independant DIY onlinefrom our built-in consumer panel. Please e-mail us at support@aytm.com market research platform and is not affiliatedto request access to the full survey results report. with any of the listed brands.Designed by Lev Mazin 2011 © aytm.com | Ask Your Target Market | market research has never been this easy