Social media lets consumers share their opinions “ Which of the following are you likely to express your opinion about using the Web?” Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) Base: 10,044 US online adults
We trust each other, not marketers Source: February 2010 “Tapping The Entire Online Peer Influence Pyramid” *Trust is defined as a 4 or 5 (trust a lot) on a scale from 1 (do not trust at all) to 5 (trust a lot).
Marketers know they must embrace social media, but few companies achieve social maturity June 2011 “Accelerating Your Social Maturity”
Brands know the importance of social data For what purpose do you collect social media data? Source: October 2010, “Trends 2010: Listening Platforms” Base: 153 marketers with social listening technologies
Social media data provides instant customer feedback Unsolicited Solicited Structured Unstructured
Social media data is both qualitative and quantitative Qualitative Quantitative “ Stupid Car Insurance Company (rant)”
Right now Yesterday Tomorrow Dynamic measurement 2
Measurement complicates social maturity June 2011 “Accelerating Your Social Maturity”