Performics Social Media (S-Net) Category Report

S-Net: A Study in SocialMedia Usage & BehaviorCategory ReportsAUGUST 2011

Table of Contents 1 Marketing Implications 3 Alcoholic Beverages 4 Apparel 5 Appliances 7 Automotive 8 Education 9 Electronics 11 Entertainment 12 Financial Services 13 Food 15 Household 16 Magazines/Newspapers 17 Non-Alcoholic Beverages 19 Personal Care 20 Healthcare/Pharmaceutical 21 Restaurants 23 Sports-Related 24 Telecommunications 25 Travel 27 About Performics© 2011 All rights reserved. Performics. Proprietary and Confidential.

The 2011 “S-Net: TheImpact of Social Media“study reveals theinherent differences inwhy and how people usesocial networks amongvarious categories.

Social Media: Marketing ImplicationsSocial networks are changing the way people behave, resulting in new opportunities forcompanies and brands. The S-Net (The Impact of Social Media) study, from ROI ResearchInc. sponsored by Performics, was conducted to better understand how marketers cancapitalize on emerging opportunities in the social media space. The results of this researchshow how participants use social networks in their daily lives and how participants utilizesocial networks in each product category.Categories Studied:Alcoholic Beverages Entertainment Non-Alcoholic BeveragesApparel Financial Services Personal CareAppliances Food RestaurantsAutomotive Healthcare/Pharmaceutical Sports-RelatedEducation Household TelecommunicationsElectronics Magazines/Newspapers TravelWhat this Means for Marketers:Social networkers crave participation with the companiesor brands they like/follow so it’s important to adoptperformance marketing strategies that engageparticipants in every channel of your media mix – acrossall platforms, devices, and screens.However, because the desired involvement differs ineach product category, you must develop a social mediastrategy tailored specifically to your audience. Strategiesand tactics can be experimental and updated quicklybecause of the fluid nature of social networking.Best practices for marketers looking to make the most ofsocial networks include:• Understand your customer base and their desired levels of brand interaction• Create and adapt strategies to meet participation expectations• Allocate time and resources to the most relevant and appropriate social networks• Regularly monitor and measure social network activity• Adjust strategies and tactics as necessary to optimize engagementTo learn how Performics performance marketing solutions willincrease participant engagement with your brand, contact yourPerformics account team or email us at: info@performics.com 1

52% strongly or somewhatagree that voicing opinions on socialnetworking sites can influence businessdecisions of companies/brands

Alcoholic Beverage Brands Draw inLoyal Customers43% who purchase alcoholic beverages discuss them on social networks15% have purchased as a result of content on a social network Makes me feelDiscussion topics: connected to others with similar interests 13% • 36% - express satisfaction with a purchase 15% • 25% - compare prices Sales announcements A friend recommended • 18% - give advice I become a fan 15% New productReasons for liking/following: announcements 16% • 49% - loyal customers of the brand • 26% - coupons/discounts My friends are fans 18% • 23% - identify with the brand Makes me feel like a valued customer 18%Desired brand interaction: • 34% - coupons • 29% - notifications of sales or deals I really identify with the brand/retailer 23% • 26% - information about contests or sweepstakes Reasons for Liking/Following an Alcoholic Beverage Brand 26%Social Chatter: Customers Talk, Do You Listen? Coupons/discounts I am loyal customer of the brand 49% 3

Apparel Brand Social NetworkersWant the Best Deals43% who purchase apparel discuss them on social networks17% have purchased as a result of content on a social network To connect withDiscussion topics: customer service 11% • 45% - compare prices To talk about where to purchase offline 16% • 42% - compare products To express disappointment about a • 40% - express satisfaction with a purchase purchase or 18% company/brandReasons for liking/following: To talk about where to • 53% - coupons/discounts purchase online 20% • 48% - sales announcement • 45% - loyal customers of the brand To provide feedback to a company/brand 21%Desired brand interaction: 21% • 43% - coupons To give advice • 41% - notifications of sales or deals To get advice on what • 26% - offers to win “points” or online to purchase 23% currency redeemable for productsSocial Chatter: Customers Talk, Do You Listen? Discussion Topics on Apparel Brands Social Networks To talk about sales or specials 36% To express satisfaction with a purchase, brand or retailer 40% To compare products 42% To compare prices 45% 4

Social Networkers Seek ProductAdvice on Appliance Brands41% who purchase appliances discuss them on social networks12% have purchased as a result of content on a social network Like/Follow a Brand to Get Advice on PurchaseDiscussion topics: 46% cs ces • 46% - get advice on what to purchase n lia 42% pp • 39% - compare prices A ni ro 39% ct • 37% - express satisfaction with a purchase e es El ic rv 34% SeReasons for liking/following: a al rm ci an ha 33% • 37% - loyal customers of the brand Fin /P ns re io ca at 33% • 32% - new product announcements th ic al un o ut He m A • 32% - sales announcements m 31% co el le av Te TrDesired brand interaction: 30% PG C • 43% - coupons 28% . st l In • 36% - offers to win “points” or online na io 28% ts at currency redeemable for products uc uc od 26% Ed • 36% - notifications of sales or deals Pr nt d ra ol au 25% eh st us ed Re Ho atSocial Chatter: Customers Talk, Do You Listen? 24% el -R s er ts or ap Sp 23% sp ew t en /N m 22% es in rta in el az ar te ag pp En 21% M A ds an Br 19% od es Fo ag 17% ver s Be ge ic ra ol ve oh Be lc -A ic ol on oh N lc A 5

53% said products, servicesor companies should communicate withfans on social networking sites at leastonce per week

Automobile Brands Feel Connectedto Each Other67% who purchase automobiles discuss them on social networks21% have purchased as a result of content on a social network Like/Follow Because They Feel Connected toDiscussion topics: Others with Similar Interests • 42% - compare prices 28% o ut • 38% - express satisfaction with a purchase A 27% s er • 33% - get advice on what to purchase ap 25% sp d w te or /Ne laReasons for liking/following: 21% uc -Re es on in ts az av ati • 42% - loyal customers of the brand ag Sp 20% M el Ed • 35% - coupons/discounts Tr 20% s nt • 32% - identify with the brand ra au 17% s st ce Re viDesired brand interaction: tro al C Ser 17% e l ar so cia • 48% - coupons Fin an 16% cs n ni er • 43% - notifications of sales or deals 15% /P ic ec ns PG El io C • 42% - information about contests at es 13% un or sweepstakes nc m m pp inm lia 13% co pp t en le A Te 13% rta elSocial Chatter: Customers Talk, Do You Listen? ar te En 13% A od Fo 13% d ol ag seh 13% u es Ho er 9% v a Be m ag ar ic 9% Ph ol oh es / re lc ca A er th v al Be He ic ol oh lc A - on N 7

Education Brand Social NetworkersWant Lifestyle Information71% who purchase educational products discuss them on social networks29% have purchased as a result of content on a social network Like/Follow Because They Want InformationDiscussion topics: Relevant to Lifestyle • 33% - give advice 45% n io • 28% - get advice A cat 39% u o Ed • 26% - compare prices ut 39% d teReasons for liking/following: la 34% ic l Se s-Re es t ic or • 34% - loyal customers of the brand rv Sp 28% ns un ia • 29% - friends are fans io m nc at 26% a cs Fin • 28% - identify with the brand ni ro 26% m au ect co s nt El le ra TeDesired brand interaction: 25% s st er ew Re ap • 56% - coupons 24% sp a ge rm • 48% - information about contests /N ra ha 23% es ve /P s in or sweepstakes re az ca ag 22% • 48% - notifications of sales or special deals th M es al Be av nc He ic 21% lia ol pp oh el lc A A Tr 21%Social Chatter: Customers Talk, Do You Listen? t en m 20% in rta el ge ar te ra pp En 20% A s 19% ve re old Be Fo l Ca eh lic 18% us ho Ho o lc -A 16% na on od so N er /P PG C 8

Electronic Brand Social NetworkersGive Out Most Advice63% who purchase electronic products discuss them on social networks22% have purchased as a result of content on a social network Give Advice on Social NetworksDiscussion topics: 39% s • 46% - compare prices ic l In ron 33% t • 46% - express satisfaction with a purchase, io Elec . st brand or retailer na 32% el • 26% - get advice on what to purchase at av uc Tr 31% Ed es rm ate vicReasons for liking/following: er 31% lS d • 47% - loyal customers of the brand re orts cia Sp nan el 29% -R • 42% - coupons/discounts a Fi ha • 39% - sales announcements 28% /P es nc ca l C lia 27% thDesired brand interaction: na pp e al ar He A • 48% - coupons 26% o so ut A er • 43% - offers to win “points”or online 25% /P nt PG currency redeemable for products uc me C 25% in • 43% - notifications of sales or special deals rta ts te od En 24% Pr nsSocial Chatter: Customers Talk, Do You Listen? d io ol at eh 24% ic s co ous un er m an ap H m 23% sp ts ew le /N Te ur 23% es ta ds in od es az ar an R ag Br 21% M el Fo pp 18% A s ge ra 14% ve s ge Be ra ic ve ol oh Be lc ic A ol oh lc -A on N 9

31% purchase more fromcompanies/brands that they like/follow over other brands/companies

Facebook Fans & Twitter FollowersMost Drawn to Entertainment Brands 46% t en m 37% au tain74% who purchase entertainment products discuss them on social networks s nt r Re nte ra22% have purchased as a result of content on a social network 36% E st od Fo Brands Followed on Twitter 35% cs niDiscussion topics: ro 35% au taiAp ect 46% l nte • 48% - express satisfaction with a purchase, El ear nmp brand or retailer 37% s • 26% nt r Re nte - compare prices ra 36% E • 26% - sales or specials st od Fo 35%Reasons for liking/following: cs ni pp ctro • 42% - coupons/discounts 35% e el El ar • 33% - loyal customer of the brand A • 33% - new product announcementsDesired brand interaction: Brands Liked on Facebook • 36% - coupons 46% • 35% - notifications of sales or special deals t en m • 34% - information about contests 41% in rta od or sweepstakes te Fo En 40% s ntSocial Chatter: Customers Talk, Do You Listen? ra 35% au st el Re ar pp 29% 46% A s enic t mon in r ct 41% le rta te E od Fo En 40% s nt ra 35% au st el Re ar pp 29% A cs ni tro ec El 11

Financial Service Followers Connectto Customer Service66% who purchase financial services products discuss them on social networks17% have purchased as a result of content on a social network Like/Follow a Brand to Connect withDiscussion topics: Customer Service • 42% - compare prices 30% es • 39% - get advice on what to purchase ut vic r 26% Se • 33% - find out where to purchase online o al ci A an 22% Fin . stReasons for liking/following: l In na 17% io • 38% - loyal customer of the brand ns at io uc at 16% Ed ic • 33% - new product announcements un ed m at m • 32% - makes them feel like a valued customer el 15% co -R cs ts le or ni Te ro Sp 13% sp ectDesired brand interaction: s er El ap • 39% - coupons 11% pp ew es nc /N • 38% - offers to win “points” for products lia 11% es el in or prizes az ar A pp ag 11% • 35% - information about contests A M s nt ra or sweepstakes au 10% st t en Re l C inmSocial Chatter: Customers Talk, Do You Listen? 9% na rta e ar te En 9% ts so uc er od /P 9% PG Pr el d C av ol eh Tr 9% us ds Ho an Br 9% od es ge ag Fo r 6% ve s Be ic ra ol ve 6% oh Be a lc rm ic -A ha ol on oh /P N re lc A ca th al He 12

Food Brands Use Coupons & Discountsto Connect With Social Networkers47% who purchase food products discuss them on social networks21% have purchased as a result of content on a social network A friend recommended I become a fan 11%Discussion topics: Makes me feel connected to others with similar interests 13% • 53% - express satisfaction with a purchase, 13% brand or retailer My friends are fans • 38% - sales or specials I really identify with the brand 18% • 35% - compare prices Makes me feel like a valued customer 22%Reasons for liking/following: • 63% - coupons and discounts New product 30% announcements • 45% - loyal customer of the brand • 31% - sales announcements Sales announcements 31%Desired brand interaction: • 48% - coupons • 40% - notification of sales or specials I am loyal customer of 45% • 31% - information about contests the brand or sweepstakesSocial Chatter: Customers Talk, Do You Listen? Reasons for Liking/Following Food Brand Coupons/discounts 63% 13

50% get and50% give advice aboutproducts/services, companies or brands onsocial networking sites

Coupons & Discounts Draw People toHousehold Brands’ Social Networks28% who purchase household products discuss them on social networks13% have purchased as a result of content on a social network Makes me feel connected 13%Discussion topics: to others with similar interest My friends are fans 13% • 53% - express satisfaction with a purchase, A friend recommended I 14% brand or retailer become a fan • 40% - talk about sales or specials I really identify with 22% the brand • 35% - compare prices Makes me feel like aReasons for liking/following: valued customer 26% • 65% - coupons 30% • 38% - new product announcements Sales announcements • 35% - loyal customer of the brand I am loyal customer ofDesired brand interaction: the brand 35% • 46% - coupons • 39% - notification of sales or specials New product 38% • 31% - offers to win “points” or online currency announcements redeemable for products or prizesSocial Chatter: Customers Talk, Do You Listen? Reasons for Liking/Following a Household Brand Coupons/discounts 65% 15

Social Networkers Personally Identifywith Magazine/Newspaper Brands48% who purchase magazines/newspapers products discuss them on social networks17% have purchased as a result of content on a social network Like/Follow a Brand Because They IdentifyDiscussion topics: with Brand • 28% - sales or specials 37% s ed per • 28% - express satisfaction with a purchase, a 36% sp brand, or retailer w or /Ne at 32% • 27% - provide feedback to a company el es -R o in ts ut az A ag 29% Sp M elReasons for liking/following: tio nc rav 28% T es • 44% - loyal customers of the brand ca lia 28% • 37% - identify with the brand ec Edu pp n A 26% • 34% - coupons/discounts s PG nic tro 26%Desired brand interaction: El C 25% s ns ice • 46% - coupons rv ic l Se 25% • 39% - notification of sales or specials un cia ge ran tio a an ts 24% Fin • 31% - offers to win “points” or online currency m m u redeemable for products or prizes 24% ve sta co s Be Re le ra Te 23% es entSocial Chatter: Customers Talk, Do You Listen? nm lic 22% ho ve tai o Be ter ar ag lc A En 22% r el eh pp ic 22% ol A d oh ol lc A 18% us - on Ho d N m oo 13% F a ar Ph r e/ ca th al He 16

Loyal Customers Express Satisfactionto Non-Alcoholic Beverage Brands27% who purchase non-alcoholic beverages products discuss them on social networks8% have purchased as a result of content on a social network To talk about where to purchase online 5%Discussion topics: 9% To connect with customer service • 48% - express satisfaction with a purchase, To talk about where to 12% brand or retailer purchase offline • 30% - compare prices To give advice 14% • 24% - sales or specials To express disappointment about a purchase or company/brand 18%Reasons for liking/following: • 55% - loyal customers of the brand To get advice on what to purchase 19% • 51% - coupons/discounts • 29% - sales announcements To provide feedback to a company/brand 23%Desired brand interaction: • 38% - coupons To talk about sales 24% • 32% - notification of sales or specials or specials Discussion Topics on Non-Alcoholic Beverages Social Networks • 27% - offers to win “points” or online currency redeemable for products or prizes To compare prices 30%Social Chatter: Customers Talk, Do You Listen? To express satisfaction with a purchase, brand or retailer 48% 17

24% have made a purchasedirectly as a result of something postedon a social network

Personal Care Product BrandsEntice with Coupons & Discounts31% who purchase personal care products discuss them on social networks13% have purchased as a result of content on a social network Like/Follow Because They WantDiscussion topics: Coupons/Discounts • 48% - express satisfaction with a purchase, 67% e brand or retailer ar lC • 45% - sales or specials 65% na d so ol er • 43% - compare prices eh /P 63% us PG od Ho C FoReasons for liking/following: 58% a m • 67% - coupons/discounts ar 55% au /Ph s re nt • 43% - sales announcements ca ra 53% th al st • 41% - new products announcements el Re He av Tr 53% elDesired brand interaction: ar pp 50% A s • 43% - coupons ge ra ve 42% • 36% - notification of sales or specials t Be en m ic • 31% - offers to win “points” or online currency ol 42% in oh rta cs lc te redeemable for products or prizes ni -A En tro 37% on ec N d ut ate ElSocial Chatter: Customers Talk, Do You Listen? 35% el -R o ts or A Sp 34% s er ap 33% sp ew ns tio /N 31% lia ica es es in un az ge nc m ag m 26% M pp co s le A Te ra 24% ve es Be ic ic rv 18% ol Se oh n al io lc ci at A an uc Fin Ed 19

Pharmaceutical Brands UseCoupons & Discounts to Connect32% who purchase pharmaceutical products discuss them on social networks10% have purchased as a result of content on a social network Makes me feel connected toDiscussion topics: others with similar interests 9% 13% • 38% - express satisfaction with a purchase, I really identify with the brand brand or retailer A friend recommended I become a fan 18% • 34% - get advice about what to purchase • 32% - compare prices Makes me feel like a valued customer 22%Reasons for liking/following: I am loyal customer of 22% • 58% - coupons/discounts the brand • 30% - sales announcements 24% My friends are fans • 27% - new products announcementsDesired brand interaction: New product announcements 27% • 35% - coupons • 30% - offers to win “points” or online currency 30% redeemable for products or prizes Sales announcements • 30% - information about contests or sweepstakes Reasons for Following/Liking Pharmaceutical CompaniesSocial Chatter: Customers Talk, Do You Listen? Coupons/discounts 58% 20

Restaurant Goers Express Brand &Experience Satisfaction57% who purchase from restaurants discuss them on social networks30% have purchased as a result of content on a social network To talk about where to purchase online 10%Discussion topics: To connect with customer service 11% 15% • 60% - express satisfaction with a purchase, To talk about where to purchase offline brand or retailer To give advice 23% • 32% - compare prices To express disappointment about a purchase or • 32% - sales or specials company/brand 25% To provide feedback toReasons for liking/following: a company/brand 26% • 55% - coupons/discounts To get advice on what to purchase 26% • 52% - loyal customer of the brand • 32% - sales announcements To talk about sales or specials 32%Desired brand interaction: To compare prices 32% • 49% - coupons • 42% - getting notification of sales or special deals • 38% - offers to win “points” or online currency redeemable for products or prizesSocial Chatter: Customers Talk, Do You Listen? Discuss Topics on Restaurant Brand Social Networks To express satisfaction with a purchase, brand or retailer 60% 21

60% are at leastsomewhat likely to take action whena friend posts something about aproduct/service, company or brand

Sports-Related Social NetworksInfluence Product Purchases79% who purchase sports-related products discuss them on social networks32% have purchased as a result of content on a social network Buy Because of Something Posted on aDiscussion topics: Social Network • 33% - compare prices 32% d te • 32% - express satisfaction with a purchase la au -Re 30% s • 32% - give advice ts nt or ra Sp 29% st n Re ioReasons for liking/following: at uc 22% Ed cs • 42% - loyal customer of the brand ni ro 22% ct • 37% - coupons/discounts rta Ele t en m in 21% • 32% - new product announcements o ut te A En 21%Desired brand interaction: s od ion at 21% ic • 42% - loyal customer of the brand un m Fo m • 37% - coupons/discounts 17% co el le av Te • 32% - new product announcements Tr ar vic es 17% r 17% Se el al ci pp anSocial Chatter: Customers Talk, Do You Listen? 17% A Fin s er ap 15% sp s ew ge /N ra 13% ve es in e Be ar lc gaz ic C 13% ol a al M oh d pp Ho son ol eh er A 12% /P us PG es nc C lia 10% a rm A ha 8% /P s ge re ca ra ve th al Be He ic ol oh lc -A on N 23

Telecommunication Brands Draw inCustomers Who Express Satisfaction57% who purchase telecom products discuss them on social networks21% have purchased as a result of content on a social network To connect withDiscussion topics: customer service 17% To talk about where to 17% • 50% - express satisfaction with a purchase purchase online To talk about where to 18% • 39% - compare prices purchase offline • 35% - sales or specials To give advice 24%Reasons for liking/following: To provide feedback to 25% a company/brand • 51% - loyal customer of the brand To express disappointment about a purchase or • 40% - new product announcements company/brand 28% • 36% - sales announcements To get advice on what to purchase 33%Desired brand interaction: • 43% - coupons To talk about sales 35% • 38% - notification of sales or special deals or specials • 37% - offers to win “points” or online currency Discussion Topics on Telecommunication Brand Social Networks redeemable for products or prizes To compare prices 39%Social Chatter: Customers Talk, Do You Listen? To express satisfaction with a purchase, brand or retailer 50% 24

Travel Brand Social Networkers ExpectCoupons & Discounts57% who purchase travel products discuss them on social networks17% have purchased as a result of content on a social network A friend recommended I 14%Discussion topics: become a fan 15% • 43% - compare prices My friends are fans Makes me feel • 41% - express satisfaction with a purchase connected to others with similar interests 20% • 39% - sales or specials Makes me feel like a 20% valued customerReasons for liking/following: I really identify with • 53% - coupons/discounts the brand 29% • 48% - sales announcements New product • 44% - loyal customers of the brand announcements 29%Desired brand interaction: • 53% - coupons/discounts I am loyal customer of 44% the brand • 48% - sales announcements • 44% - loyal customers of the brand Sales announcements 48%Social Chatter: Customers Talk, Do You Listen? Reasons To like/Follow a Travel brand Coupons/discounts 53% 25

59% use socialnetworks to compare prices56% do so to talkabout sales or specials

About the StudyS-Net (The Impact of Social Media), a report from ROI Research Inc., sponsored by Performics, used a 30-min-ute online survey to collect responses in April 2011 from 2,997 people who access at least one social networkregularly. The objective of this study was to determine how various segments of people use social networks intheir daily lives, specifically with regard to the purchase process for different types of products and in relation toother media channels.About PerformicsPerformics is the first global performance marketing company partnering with marketers to make smartmarketing decisions that improve ROI. Founded in 1998, our performance specialists are certified expertsin search, affiliate & feeds, and social & display channels across all screens. Performics, headquartered inChicago with presence in 14 countries and regional hubs in London, Paris, and Singapore, is part of PublicisGroupe -- the world’s third largest communications group and top global search spender.Connect with us: www.performics.com | blog.performics.com | facebook | @performicsAbout ROI ResearchROI Research Inc. is a leader in consumer insights and multi-channel consumer behaviors. Since 2002, ROI hasprovided its clients with data-driven marketing strategies that optimize marketers’ ability to communicate withconsumers for acquisition targeting, viral propagation and to drive consumers deeper into the engagementfunnel. ROI leverages a number of proprietary tools and technologies to gain an in-depth understanding ofconsumer attitudes and behaviors, then works closely with its clients to develop, implement and measure theeffect of strategic marketing initiatives. Top businesses that rely on ROI Research for marketing insights include:Microsoft, Google, Epsilon and Genentech. For more information, please visit www.roiresearch.com. 27

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Performics Social Media (S-Net) Category Report

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Performics Social Media (S-Net) Category Report — Document Transcript