The C&M / Toluna Best Practice Guide to Social Media Marketing and Planning.

1. What we like and dislike:
a C&M and Toluna ABC (and D) guide

2. People love brand activity on Social Media.
But when brands embark on Social PR programs, a lack of
sanity and charisma can be fatal.
Too much communication, too little creative quality and a
lack of understanding about how and why you’re followed
will result in diminished returns over time.
Whilst this may seem obvious, the devil is in the detail:
your planning principles, your audience expectations, your
messaging strategy and your engagement tactics.
Our consumer research with Toluna tells what real people
want on Social - and why - and offers some simple
advice on how to put your best foot forward.
Research conducted Q4 2011. Panel of 3,000 international consumer respondents.
(60 per cent female. 40 per cent male.)
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3. p3

4. TV is still much loved
and traditional media
is still the dominant
purchasing influence
50% of people still che TV as their prime media sourc
cherish source
Nearly 60% of purchas decisions are influenced by traditional ads and product reviews
sing
A
But brands on WEB/SOCIAL MEDIA
is a welcome fabric of life
Meatspace is where
recommendations
happen...
Over 80% of product recommendations from friends come from real conversations 45% of people choose to interact with brands on web/socail media
nds
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5. When used effectively Social can add huge
value to traditional communications...
TV, print, word of mouth.
Death of traditional media is greatly exaggerated.
Beware those who claim otherwise. Think of social
as an extension of a good old fashioned chat.
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6. p6

7. the majority of us are
overwhelmed by brands.
many programs are too
complex to bother with
Over 50% of people feel overwhelemed by brand messages on sociall
40% of people feel that brand promos are too complex to enter
Over 20% feel that incentives are not worth the effort
lots of us don’t want to share, ever the 80/20 rule. most of
us do the simple things.
Nearly 80% of interactions on F
s o Facebook are simple ‘Likes’
Nearly 40% of people don’t want to sh 20% proactively post messages to brand pages
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8. THINK SIMPLE! Poor planning and execution
leads to ineffective social media programs.
KEY THINGS to consider: over reliance on
social media as a primary marketing program;
message saturation; irrelevancy; complexity,
realistic brand expectations; why people
follow and a firm grasp of why people
use social media in the first place.
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9. p9

10. false personas have no
bearing about how we feel
about brands on social
corporation
70% of people don’t attach any meaningful value to a brand’s persona
the medium is not the mess ge
messa less is more and the other
80/20 interaction rule
corporation
75% of people think one or two Facebook
messages a day is too much to receive from a brand
80% of people interact with brands less than once a day on Facebook
60% care more f message quality and creativity than the delivery channel or technology used
for 20% interact once a day or more
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11. Effective social media communication is all about
the delivery of engaging, creative communications
that inspire and enable people to connect with
one another. Social can be more effective than TV
but it’s the message and goal that matters, not
the medium.
SANITY: People use social to communicate with friends
first. Brands should be an enabler and not seek to
dominate the news stream.
CHARISMA: Creativity is king. People must feel the value
of brand message: be it utility, entertainment, discounts
etc... Otherwise they will be ignored. Transparency is
understood and appreciated. Be different but be yourself
and don’t expect everyone to care. Targeting counts.
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12. p12

13. we follow brands to get stuff: news,
info - and to join communities of
like-minded people
lik
Nearly 50% of people use social and online sources to get brand news and updates
tes
10% to enjoy belonging to a community of like-minded fans
we’re happy to we also love participating
e
share brand in competitions and promos
messages with
ally
friends, especia
when they deliv ver corporation
social capital Winner!
60% of people are happy to share brand interactions with friends
70% of these people share because they want to entertain and help friends 55% of people that follow brands get involved in brand competitions and promos
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14. e
people love
ng 3
30% of people share personal news
news sharin
but it’s 2
25% share national agenda news
personal 2
22% share personal & celeb gossip
people share 27% of people share information
%
status indicators. abo purchases
out
more shallow 15% share information about
% %08
%08
than deep
imp
portant causes
re
People shar 2
27% of people share their own
nt.
rich content p
pictures and videos
theirs more %08
%08
1
15% share other peoples...
than yours
a
and brands... pictures and videos
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15. Brands belong on social. And people love to share.
Marketing messages are welcome as a source of news,
product information, ‘belonging’, and as a means of
benefiting from promos and offers.
Engagement must carry the right incentive.
Promos are great but your interactions need to help
people deliver real value to their friends (and be
rooted in) the things they love to share.
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16. p16

17. A B
C D
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18. brought to you by...
getintouch@contentandmotion.com
www.contentandmotion.co.uk
@contentmotion
mark.simon@toluna.com
www.tolunaquick.com
@tolunaquick
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