S-Net: A Study in SocialMedia Usage & BehaviorCategory ReportsAUGUST 2011
Table of Contents                         1      Marketing Implications                         3      Alcoholic Beverages...
The 2011 “S-Net: TheImpact of Social Media“study reveals theinherent differences inwhy and how people usesocial networks a...
Social Media: Marketing ImplicationsSocial networks are changing the way people behave, resulting in new opportunities for...
52%               strongly or somewhatagree that voicing opinions on socialnetworking sites can influence businessdecision...
Alcoholic Beverage Brands Draw inLoyal Customers43% who purchase alcoholic beverages discuss them on social networks15% ha...
Apparel Brand Social NetworkersWant the Best Deals43% who purchase apparel discuss them on social networks17% have purchas...
Social Networkers Seek ProductAdvice on Appliance Brands41% who purchase appliances discuss them on social networks12% hav...
53%                said products, servicesor companies should communicate withfans on social networking sites at leastonce...
Automobile Brands Feel Connectedto Each Other67% who purchase automobiles discuss them on social networks21% have purchase...
Education Brand Social NetworkersWant Lifestyle Information71% who purchase educational products discuss them on social ne...
Electronic Brand Social NetworkersGive Out Most Advice63% who purchase electronic products discuss them on social networks...
31%             purchase more fromcompanies/brands that they like/follow over other brands/companies
Facebook Fans & Twitter FollowersMost Drawn to Entertainment Brands                                                       ...
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
Performics Social Media (S-Net) Category Report
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Performics Social Media (S-Net) Category Report

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Social networks are changing the way people participate with brands, resulting in new opportunities for companies. The S-Net social study category reports highlight findings specific to 18 different industries: alcoholic beverages, apparel, appliances, automotive, education, electronics, entertainment, financial services, food, healthcare/pharma, household, magazines/newspapers, non-alcoholic beverages, personal care, restaurants, sports related, telecommunications and travel.

Published in: Technology, Business

Performics Social Media (S-Net) Category Report

  1. 1. S-Net: A Study in SocialMedia Usage & BehaviorCategory ReportsAUGUST 2011
  2. 2. 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.
  3. 3. The 2011 “S-Net: TheImpact of Social Media“study reveals theinherent differences inwhy and how people usesocial networks amongvarious categories.
  4. 4. 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
  5. 5. 52% strongly or somewhatagree that voicing opinions on socialnetworking sites can influence businessdecisions of companies/brands
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 53% said products, servicesor companies should communicate withfans on social networking sites at leastonce per week
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 31% purchase more fromcompanies/brands that they like/follow over other brands/companies
  14. 14. 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

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