The Social Lifecycle: Consumer Insights to Improve Your Business

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Our new survey of almost 600 consumers revealed some pretty nifty new insights on using social media to improve your business's sales, marketing, and customer service. Here's all the data plus what it means for you.

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The Social Lifecycle: Consumer Insights to Improve Your Business

  1. 1. THE SOCIAL LIFECYCLE New consumer insights on using social media to improve your marketing, sales, and service PRESENTED BY
  2. 2. We asked 569 consumers how social media changes the way they buy and interact with brands.
  3. 3. Here’s what they said and how you can apply it your business.
  4. 4. THE SOCIAL LIFECYCLE MARKETING SALES SERVICE
  5. 5. MARKETING
  6. 6. Consumers have high expectations for brands on social.
  7. 7. Twitter Facebook Instagram Pinterest LinkedIn YouTube Google+ SlideShare 100 90 80 70 60 50 40 30 20 10 0 % Expecting WHAT PLATFORMS DO YOU EXPECT BRANDS TO HAVE A PRESENCE ON? All 18-29 30-44 45-60 >60 PRESENCES ON?
  8. 8. For starters, they expect you to be more than three places at once.
  9. 9. HOW MANY DIFFERENT PLATFORMS DO YOU EXPECT All 18-29 30-44 45-60 > 60 4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0 # Platforms expected Respondent age BRANDS TO HAVE A PRESENCE ON?
  10. 10. ...but that doesn’t necessarily mean they’ll be there too.
  11. 11. Twitter Facebook Instagram Pinterest LinkedIn YouTube None 70 60 50 40 30 20 10 0 WHAT SOCIAL MEDIA PLATFORMS DO YOU FOLLOW YOUR FAVORITE BRANDS ON? All 18-29 30-44 45-60 >60 % Respondents
  12. 12. Over 60% of consumers expect brands to be on Twitter, but only 30% follow their favorite brands there.
  13. 13. All 18-29 30-44 45-60 > 60 All respondents Those who follow a brand on at least one platform 2.50 2.00 1.50 1.00 0.50 0 HOW MANY DIFFERENT PLATFORMS DO YOU USE TO FOLLOW BRANDS? # Platforms Respondent age
  14. 14. On average, consumers follow brands on only half as many platforms as they expect them to be active on.
  15. 15. Wait, that’s not fair!
  16. 16. Wait, that’s not fair! ...but can you blame them?
  17. 17. Sorry to break it to you, but most brands don’t do a good job on social.
  18. 18. There are people out there who want to follow you, but you have to make it worth their while.
  19. 19. MARKETING TAKEAWAY #1 Don’t just exist on social media: be relevant, engaging, and helpful. It’s not always easy, but there’s help ➤
  20. 20. MARKETING TAKEAWAY #2 Be where your fans want you to be (and if you do a good job with #1, they’ll show up too). There’s something to help you be three places at once too ➤
  21. 21. SALES
  22. 22. There’s good news: being active on social media helps your brand sell.
  23. 23. ARE YOU MORE LIKELY TO BUY FROM A BRAND THAT 73% 27% Yes No RESPONDS ON SOCIAL MEDIA?
  24. 24. But when it comes to selling, email still reigns supreme.
  25. 25. 80 70 60 50 40 30 20 10 0 VIA WHICH CHANNEL DO YOU GET THE MOST UNSOLICITED SALES Email Direct mail Facebook Phone calls Text messages Twitter LinkedIn All 18-29 30-44 45-60 >60 MESSAGES FROM COMPANIES? % Respondents
  26. 26. ...and that’s the way people like it. (But maybe lay off the phone calls)
  27. 27. IF SOMEONE IS SELLING YOU A PRODUCT THAT COULD BE GENUINELY USEFUL TO YOU, HOW DO YOU PREFER THAT THEY REACH OUT? Email Mail Through a mutual connection Facebook LinkedIn Phone Twitter 1 2 3 4 5 6 7
  28. 28. So while social isn’t a good place for cold pitches, it’s a great way to enrich your selling process.
  29. 29. And you’ll need that enrichment when you’re competing with every other sales rep on earth for your email to stand out in crowded inboxes.
  30. 30. 60 50 40 30 20 10 0 Once Twice Three times Four times Five or more times All 18-29 30-44 45-60 >60 HOW MANY TIMES CAN A SALES REPRESENTATIVE REACH OUT TO YOU BEFORE IT GETS ANNOYING? % Respondents
  31. 31. No surprises here: people don’t like being bugged by sales reps.
  32. 32. But half probably won’t even tell you if they got your email in the first place.
  33. 33. HOW OFTEN DO YOU LET A SALESPERSON KNOW YOU’RE Never Rarely Sometimes Usually Always NOT INTERESTED IN AN UNSOLICITED PITCH? 15% 17% 19% 19% 31%
  34. 34. SALES TAKEAWAY #1 People don’t like being bothered (no duh), but won’t always speak up. You need a tool to see who’s actually interested. Luckily, there’s a free one ➤
  35. 35. SALES TAKEAWAY #2 Social media is a bad place for cold selling but a good place to find out who you’re selling to. Enrich your CRM with social context. Need a CRM too? HubSpot’s is free ➤
  36. 36. SERVICE
  37. 37. Whether you’re there to hear it or not, people are talking about your brand on social media.
  38. 38. Compliment a brand Compliment an employee Complain about a brand Request support None 80 70 60 50 40 30 20 10 0 % Respondents WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU USED SOCIAL MEDIA FOR IN THE LAST MONTH? All 18-29 30-44 45-60 > 60
  39. 39. If you’re not actively monitoring, you’re missing out on almost 50% of warm fuzzy feelings. (That’s a lot of warm fuzzy feelings)
  40. 40. All 18-29 30-44 45-60 > 60 Twitter Facebook Google+ LinkedIn Email Phone Mail None 100 90 80 70 60 50 40 30 20 10 0 WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT A BRAND? % Respondents Respondent age
  41. 41. ...and more than 30% of what you need to improve.
  42. 42. All 18-29 30-44 45-60 > 60 100 90 80 70 60 50 40 30 20 10 0 % Respondents WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLAIN ABOUT A BRAND? Twitter Facebook Google+ LinkedIn Email Phone Mail None Respondent age
  43. 43. ...and 25% of the low-down on who your best employees are.
  44. 44. All 18-29 30-44 45-60 > 60 100 90 80 70 60 50 40 30 20 10 0 % RespondentS WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT AN INDIVIDUAL EMPLOYEE AT A BRAND? Twitter Facebook Google+ LinkedIn Email Phone Mail None Respondent age
  45. 45. ...and almost 20% of cries for help.
  46. 46. All 18-29 30-44 45-60 > 60 100 90 80 70 60 50 40 30 20 10 0 % Respondents WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO REQUEST SUPPORT FROM A BRAND? Twitter Facebook Google+ LinkedIn Email Phone Mail None Respondent age
  47. 47. But wait, what’s going on? Why do people still rely so heavily on email and the phone?
  48. 48. Because they don’t think you’re listening!
  49. 49. Consumers don’t believe brands listen when they talk on social media. And often, they’re right.
  50. 50. It’s gotten so bad, consumers don’t even think they deserve a response.
  51. 51. WHEN A BRAND DOESN’T REPLY TO YOUR QUESTION OR CONCERN ON SOCIAL MEDIA, HOW DOES IT 61% 23% 16% Not as bad Same Worse COMPARE TO NOT REPLYING VIA EMAIL?
  52. 52. NEWSFLASH! They do!
  53. 53. Whether it’s on the phone or on Twitter, you’re dealing with another person. Failing to listen on social is bad business (not to mention just not very nice).
  54. 54. 24% of people don’t even expect a response when they complain directly about a brand. Prove them wrong.
  55. 55. IF YOU COMPLAIN DIRECTLY ABOUT A BRAND ON SOCIAL MEDIA, WHAT DO YOU EXPECT THEIR RESPONSE TIME TO BE? 11% 40% 23% 2% 24% Minutes Hours Days Weeks No response expected
  56. 56. SERVICE TAKEAWAY #1 If you’re not active on social, you’re really missing out. The conversations are happening with or without you. You should probably get your CEO on social too ➤
  57. 57. SERVICE TAKEAWAY #2 Don’t just actively monitor. Truly listen and respond. Everyone deserves a response, even if they’re not expecting one. It’s not easy (but it’s right)! There’s another tool to help ➤
  58. 58. “People will never respond to you more positively than when you seek to make your impact felt at the human level.” CENDRINE MARROUAT @cendrinemedia
  59. 59. PRESENTED BY

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