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The evidence. And why                                 this may not be the right                                     questi...
83% of consumers globally  are likely to visit a website   recommended by a friend          on Facebook                   ...
62%                 70%                                                           61%2 - Consumer opinions online are trus...
In Europe - over 50 percent of respondents aged                         16 – 64 with access to the Internet use social    ...
"Customers who engage with companies over         social media spend 20 percent to 40 percent         more money with thos...
A study in South Korea (a mature social media market) found       that social impacts sales among moderate and heavy users...
The top 20% of users spend $67 per quarter, compared to $27                  for non Facebook users (Comscore)6 - The bigg...
Twitter   averages 19.04 clicks  per link vs   2.87 for  Facebook                                                   Accord...
Radio Shack in the US found that customers              checking into their stores on Foursquare spend                    ...
Super fans and advocates                    on your social channels are                     50% more likely to create     ...
In the quick serve industry,  consumers exposed to social    media have a 7x greater       likelihood of higher      spend...
But - is asking ‘show me the sales’ the right question to ask inisolation?
Social media is more powerful when seen ashelping to protect your brand reputation, assist theoverall cycle and (ultimatel...
‘Cyber-disinhibition’ means    20% of consumers now feel     empowered to lash out at   consumers online (Euro RSCG)      ...
The importance of monitoring, capturing andresponding to comments   (Source - Conversocial)
Social media doesn’timpact sales in isolation  It impacts the whole       sales cycle
Social media is at its most powerful when changingconsumer behaviour - one example, Movember
More info and resourcesAll the original links are on a blog post - liesdamnedliesstatistics.com/2012/01/showmethesales.htm...
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Show me the sales! How social media impacts the bottom line

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This presentation provides ten proof points to try and definitively answer the question of how social media marketing impacts sales.

It also questions whether sales are useful to look at in isolation, showing a number of other metrics.

Links and sources for the presentation can be found at http:// liesdamnedliesstatistics.com/showmethesales.html

Published in: Technology

Transcript of "Show me the sales! How social media impacts the bottom line"

  1. 1. The evidence. And why this may not be the right question to ask in isolationShow me the sales! How does social media drivethe bottom line?
  2. 2. 83% of consumers globally are likely to visit a website recommended by a friend on Facebook More than half say comments posted on retailers’ Facebook and Twitter pages, whether positive or negative, also influence their opinions (Global Shopping habits survey)1 - We pay attention to what our friends say online
  3. 3. 62% 70% 61%2 - Consumer opinions online are trusted more than information found on TVor in newspapers (Nielsen)
  4. 4. In Europe - over 50 percent of respondents aged 16 – 64 with access to the Internet use social networks to assist with shopping decisions (IBM)3 - We use social media to research what we want tobuy
  5. 5. "Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers.” (Bain & Co)4 - If socially active online, we spend more
  6. 6. A study in South Korea (a mature social media market) found that social impacts sales among moderate and heavy users. Recommendations shared among moderate social media users increased brand sales by 5% (Harvard Business School)5 - There is a correlation between social mediarecommendations and a sales uplift
  7. 7. The top 20% of users spend $67 per quarter, compared to $27 for non Facebook users (Comscore)6 - The biggest Facebook users spend the most money online
  8. 8. Twitter averages 19.04 clicks per link vs 2.87 for Facebook According to a(SocialTwist) Kantar Media study in the US, 35% of social media users say Twitter has influenced their purchasing decisions7 - Though smaller than Facebook, Twitter plays a bigpart in fostering brand recommendations
  9. 9. Radio Shack in the US found that customers checking into their stores on Foursquare spend 3.5x more than those that dont8 - It is not just about Facebook and Twitter -smaller networks can also bring commercialbenefits
  10. 10. Super fans and advocates on your social channels are 50% more likely to create content that influences a purchase (ComBlu)9 - Super-fans can become an auxiliary sales team
  11. 11. In the quick serve industry, consumers exposed to social media have a 7x greater likelihood of higher spend (WPP / Ogilvy) 60% of consumers say they factor other travellers online reviews into their plans when booking a vacation / holiday (eyefortravel/ Simpliflying)10 - The picture is the same when looking at individualindustry sectors
  12. 12. But - is asking ‘show me the sales’ the right question to ask inisolation?
  13. 13. Social media is more powerful when seen ashelping to protect your brand reputation, assist theoverall cycle and (ultimately) change behaviour
  14. 14. ‘Cyber-disinhibition’ means 20% of consumers now feel empowered to lash out at consumers online (Euro RSCG) A single bad tweet or Facebook comment can cost you 30 customers (Convergys Group)If you don’t catch it, negative sentiment can harmyour brand - consumers increasingly go online tocomplain
  15. 15. The importance of monitoring, capturing andresponding to comments (Source - Conversocial)
  16. 16. Social media doesn’timpact sales in isolation It impacts the whole sales cycle
  17. 17. Social media is at its most powerful when changingconsumer behaviour - one example, Movember
  18. 18. More info and resourcesAll the original links are on a blog post - liesdamnedliesstatistics.com/2012/01/showmethesales.htmlImage credits via Creative Commons, thanks to the following: Cabbits http://www.flickr.com/photos/cabbit/113614750/ The Ticket Collector - http://www.flickr.com/photos/conversely/464062416/sizes/z/in/photostream/ Denis Dervisevic - http://www.flickr.com/photos/denisdervisevic/4745520501/ 401k - http://www.flickr.com/photos/68751915@N05/6355351769/ Kurt Christenen - http://www.flickr.com/photos/subcow/280962961/sizes/z/in/photostream/ Whisky Gone Bad - http://www.flickr.com/photos/badwsky/2110524585/sizes/z/in/photostream/ CC Harmon - http://www.flickr.com/photos/9439733@N02/2556781651/sizes/z/in/photostream/ KC Toh http://www.flickr.com/photos/36000391@N07/4446929018/sizes/z/in/photostream/Acediscovery http://www.flickr.com/photos/ acediscovery/4695798828/sizes/z/in/photostream/ TPCom http://www.flickr.com/photos/tpcom/3246111473/sizes/z/in/photostream/ HubSpot http://www.flickr.com/photos/hubspot/3111238226/sizes/m/in/photostream/ Gerard Stolk http://www.flickr.com/photos/gerardstolk/5079217358/ British Midland International (disclosure - Rabbit client) http://webstagram.com/n/flybmi babyben - http://www.flickr.com/photos/babyben/4757347232/ Martin Deutsch - http://www.flickr.com/photos/teflon/5292940718/ Hans and Carolyn http://www.flickr.com/photos/hansandcarolyn/3060606530/ ehnmark - http://www.flickr.com/photos/ehnmark/463965443/ Eltman - http://www.flickr.com/photos/eltman/2155938264/sizes/z/in/photostream/ Zizzybaloobah http://www.flickr.com/photos/zizzy/51737298/ Inha Leex Hale http://www.flickr.com/photos/sixmilliondollardan/2493495506/ Thomas Quinones http://www.flickr.com/photos/tomascosauce/2478950420/sizes/z/in/photostream/
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