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The Social Break Up - UK
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The Social Break Up - UK

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  • 1. © 2012 ExactTarget | www.ExactTarget.com/sff 1
  • 2. introduction When It’s Over... Each time a consumer signs up We asked consumers in the UK1 to think of instances where they engaged with a company through email, Facebook or Twitter, but then later decided they wanted to receive your email, “Likes” to end the relationship. What caused them to lose interest? (Multiple answers were you on Facebook or Follows you allowed.) Responses for email and Facebook were remarkably similar, while Twitter users tend to have different reasons for calling it quits. on Twitter, it signals the start of a (potentially) beautiful relationship. “You’re coming on too strong.” The consumer is interested in Over-communication is the top reason UK consumers disengage with brands on email and Facebook. 46% of respondents say they have unsubscribed from email and 42% your brand! They want to get have “Unliked” a brand on Facebook because they felt bombarded with messages. Likely better acquainted! However, that due to its fast-paced nature, frequency tends to be far less of an issue for Twitter, as 23% have “Unfollowed” a brand on Twitter for this reason. initial attraction is accompanied by certain expectations. “We just never clicked.” Sometimes a relationship is doomed from the start. 45% have unsubscribed from email and 36% have “Unliked” a brand on Facebook because they found the messages As a marketer, it’s YOUR job to be irrelevant. In today’s data-driven world, consumers in the UK rightly expect to understand and meet those that messages will be tailored to their individual interests. Marketers can also avoid relevancy-related break-ups by setting clear expectations at the time of opt-in and then expectations or risk finding delivering on their promises. yourself on the receiving end 1 Methodology information is available at http://www.exacttarget.com/subscribers-fans-followers/research-methodology.aspx. of a “social break-up” (i.e., an unsubscribe, “Unlike” or “Unfollow”).2 © 2012 ExactTarget | www.ExactTarget.com/sff
  • 3. “The spark is gone.”Keeping the relationship fresh is a constant battle formarketers. 35% have unsubscribed from email, 39%have “Unliked” a brand on Facebook and 26% have“Unfollowed” a brand on Twitter because they becamedisinterested over time. While this may be a result ofboring or repetitive content, it’s also true that people’sinterests change over time. Maintain contact withyour consumer base to ensure your content continuesto interest them and keep things fresh by constantlyevolving your programme.“Let’s be honest, I was onlyinterested in one thing.”Giveaways and promotions can help attract newSubscribers, Fans and Followers, but it’s important torecognise that these consumers may not be looking fora long-term relationship. 35% have unsubscribed fromemail and 39% have “Unliked” a brand on Facebookbecause they were only interested in a single offer. Thekey with this audience is to follow the initial offer withadditional content that can help identify those who arelikely to become loyal customers.“It’s not you. It’s me.”People get married or change jobs, kids grow up,interests change... 29% say they have “Unfollowed”a brand on Twitter due to a change in personalcircumstances. Interestingly, consumers in the UKtend to be fairly selective about the brands they followon Twitter, if they follow them at all! Only 34% of activeTwitter users in the UK say they have followed a brandon Twitter. Of those, only 33% say they have “brokenup” with a brand on Twitter. © 2012 ExactTarget | www.ExactTarget.com/sff 3
  • 4. 46% have unsubscribed from email because they felt bombarded with messages. reasons people disengage with companies through email I felt bombarded with messages. 46% I found the messages to be irrelevant. 45% I became disinterested over time. 35% I only signed up to take advantage of a single offer. 35% 21% I prefer to seek out information instead of having companies push it to me. 10% Presentation of the information was chaotic or confusing. My circumstances changed (i.e., 9% moved, married, changed job, etc.). I prefer to receive/find the 6% information another way. 3% The company didn’t send enough email.4 © 2012 ExactTarget | www.ExactTarget.com/sff
  • 5. 42% have “Unliked” a brand on Facebook becauseMAYBE WE CAN STILL BE FRIENDS?they felt bombarded with messages. reasons people disengage with companies through facebook I felt bombarded with messages. 42% I became disinterested over time. 39% I only signed up to take advantage of a single offer. 39% I found the messages to be irrelevant. 36% 14% I prefer to seek out information instead of having companies push it to me. 12% 24% I prefer to receive/find the information another way. 11% Presentation of the information was chaotic or confusing. My circumstances changed (i.e., 11% moved, married, changed job, etc.). 6% The company didn’t post enough. © 2012 ExactTarget | www.ExactTarget.com/sff 5
  • 6. Interestingly, consumers in the UK tend to be fairly selective about the brands they follow on Twitter, if they follow them at all! reasons people disengage with companies through twitter My circumstances changed (i.e., moved, married, changed job, etc.). 29% I became disinterested over time. 26% I felt bombarded with messages. 23% I found the messages to be irrelevant. 19% I only signed up to take advantage of a single offer. 19% I prefer to seek out information instead 10% of having companies push it to me. Presentation of the information 10% was chaotic or confusing. 10% I prefer to receive/find the information another way. 7% The company didn’t tweet enough.6 © 2012 ExactTarget | www.ExactTarget.com/sff
  • 7. ConclusionMost relationships come to an end at some point, includingconsumer-brand relationships. For the most part, consumers’reasons for ending these relationships share a common theme: thebrand did not deliver on the consumer’s expectations, either rightfrom the start or over time. In short, the brand somehow failed toconvince the consumer that they really care.How do you let consumers know your company cares?Keep these tips in mind as you manage your communicationsacross email, Facebook and Twitter:• Honour permissions and show restraint when it comes to frequency• Make sure your content is to the individual’s interests• Set clear expectations and then follow through on what you’ve promised• Keep your content fresh and interesting• Recognise that not every relationship lasts foreverOne thing is certain: theconsumer-brand relationshipwill continue to grow anddevelop in the years to come.As a marketer, it’s your job tomake that relationship work! © 2012 ExactTarget | www.ExactTarget.com/sff 7
  • 8. BUILD A FACEBOOK PAGEYOUR FANS WILL LOVE!Wouldn’t it be great if your company’s Facebook page could havethe same branded, creative look-and-feel as your website? WithExactTarget SocialPagesTM, it can!ExactTarget SocialPages allows for a fully branded Facebookexperience, using our Sites functionality to create “social landingpages.” Create custom tabs on your company’s Facebook page,host opt-in forms for your company newsletter or display corporateblog posts with real-time updates. You can even spice up yourFacebook page with videos, graphics or other assets.The possibilities are endless! If you can put it on a websiteusing HTML, you can now put it on your Facebook page withExactTarget SocialPages.Want to see ExactTarget SocialPages in action?Check out the ExactTarget Facebook profile atwww.Facebook.com/ExactTarget www.ExactTarget.comThis document may not be copied without the prior written consent of ExactTarget. © 2012 ExactTarget.

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