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Social Media Behaviour Index - Actions Speak Louder Than Clicks
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Social Media Behaviour Index - Actions Speak Louder Than Clicks

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The Social Media Behaviour Index is a unique piece of research by Starcom Mediavest Group, looking at the value of actions by users of social media.

The Social Media Behaviour Index is a unique piece of research by Starcom Mediavest Group, looking at the value of actions by users of social media.

Published in: Business, Technology

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  • Great research, thanks for sharing!
    We've written a post about it on our Facebook Marketing blog : http://www.wisemetrics.com/blog/
       Reply 
    Are you sure you want to  Yes  No
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  • 1. What isthe SMBI? 1
  • 2. What is The SMBI looks at the valuethe SMBI? of social media actions to a brand Do these: Social media actions Games Competition Watch video Comment Follow on Twitter Tweet ?Lead to these: Brand actions Visit brand website Enquire Consider Prefer Buy 2
  • 3. “like”In other wordswhat is the value of a: “follow” “comment” “tweet” ? “download” etc. 3
  • 4. The SMBI is a unique piece of researchthat looks at the value of engagingpeople through social media Social media action It provides benchmarks It looks at the propensity It provides data that of these people to then brands should use for go on to do brand actions prioritising content 4
  • 5. Our research has a huge sampleto provide accuracy and reliability,and a large brand base No other media agency 7 categories, 37 brands is investigating the to date (we continue to value of social media add brands) actions to brands to the degree SMG is 8,000 people to date Representative of (with new people regular Facebook, added as we continue YouTube and Twitter to survey brands) users, across age and social grades 5
  • 6. Sample7 Categories Representative sample37 brands of regular Facebook, YouTube and Twitter users, across age and social grades 8000 sample An ongoing survey since June 2011 6
  • 7. 37 Brands 7
  • 8. And here’s whatwe found out 8
  • 9. People who perform a social media action onFacebook are 2x more likely to do a futurebrand action than those who visit only Likely to: Likely to do a SMBI across all brands future brand action Visit only 34% Do a social 78% media action 9
  • 10. And that’s true on YouTube too Likely to: Likely to do a SMBI across all brands future brand action Visit only 31% Do a social 78% media action 10
  • 11. SMBI Facebook FMCG Lowest SMBIs Findings Intangiable Goods Highest SMBIs SMBI 78% Finance 28% 279 74%Media and Entertainment 31% 239 79%Technology and Telecoms 34% 232 79% Food and Drink 35% 226 81% Health and Beauty 41% 198 82% Retailers 43% 191 11
  • 12. The Brand Action Table Visit Brand’s Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59%Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% For every 100 visitors who are likely to post a positive comment, 89 of them are then likely to visit the brand’s website 12
  • 13. The more the social media action is centred on advocacy, the greater the value to a brand All brands Likelihood of future brand action Visit Brand’s Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59%Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% These actions have the most value 13
  • 14. But less than a third of people are likely to do an advocacy based social media actionLikely to:Play a game 53%Enter a competition 42% 69% of people whoWatch another competition 39% do an advocacy based action are existingPost a positive comment 37% customersShare page 30%Follow on Twitter 13%Post a Tweet 10% 14
  • 15. Is your content good enough?People who are likely to do an advocacybased social media action agreed that:“This Facebook page stimulated 81%my curiosity”“This Facebook page had a strong 80%impression on my visual senses”“This Facebook page made me think” 74%“I experienced strong positive emotions 70%whilst viewing this Facebook page” 15
  • 16. Top line learningsand implicationsLearnings People who actively engage with a brand on social media = 2x as likely to do a brand action than those who just visit Tweeting and following via Twitter correlate most strongly with future brand actions Games and competitions are less successful The more the social media action is focused at directly driving purchase funnel behaviour. on advocacy, the greater the likelihood of moving down the purchase path Leaving the brand’s page to go to brand website is the most common brand actionImplications Social media involvement leads to much more than awareness or interest Give reasons for people to deeply engage with the brand in order to: Drive word of mouth Prioritise content depending upon Go further down the purchase funnel strategy i.e. What is the role of social media for your brand? Games and competitions may be more suitable for generating loyalty and relationship Keep social media content up to date to maintain involvement 16
  • 17. About StarcomMediaVest GroupStarcom MediaVest Group (SMG) is one of the largest For more information,communications groups in the world, specialising in media please contact:buying and management, response media, internet anddigital communications. It operates two separate agencies Adam Rattner,under the group banner – MediaVest and Starcom– each Business Development Director, London and EMEAbuilt around a distinct focus and expertise set. SMG is part adam.rattner@smvgroup.co.ukof Publicis Groupe, the world’s second largest media +44 20 7190 8071counsel and buying group, the world’s third largestcommunications group and a global leader Steve Smith,in digital communications. Head of Thought Leadership, steve.smith@smvgroup.co.ukWe can help you plan, design, activate and measure +44 20 7190 8667your social media and integrated campaigns.Get in touch to discover your brand’s SMBI Mairi Clark, Marketing Manager,Please visit @SMG_London on Twitter and LinkedIn mairi.clark@smvgroup.co.ukand explore our work at www.emergingspaces.co.uk +44 20 71908318 17