Toluna C&M Social Media Marketing Best Practise Guide

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

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.)p2

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 p4

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.p5

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 p7

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.p8

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 Facebook60% care more f message quality and creativity than the delivery channel or technology used for 20% interact once a day or more p10

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.p11

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 friends70% 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 p13

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 videosp14

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.p15

A B C Dp17

brought to you by... getintouch@contentandmotion.com www.contentandmotion.co.uk @contentmotion mark.simon@toluna.com www.tolunaquick.com @tolunaquickp18

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