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The Social Profile - UK


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The Social Profile - UK

  1. 1. © 2012 ExactTarget | 1
  2. 2. INTRODUCTION & OVERVIEW Of the 95% of consumers that do choose to engage with companies online, we find that Last year, as part of ExactTarget’s SUBSCRIBERS, FANS they interact with brands online in one of two and FOLLOWERS research series, we examined the ways ways, either: social media is revolutionising the marketplace in the United Kingdom. That report, The Digital Kingdom, identified They adopt a layered SUBSCRIBERS, FANS and FOLLOWERS, their motivations for interacting with brands online, as well as their usage of 1 communication strategy. and attitudes toward email, Facebook and Twitter. Consumers, for example, may choose to “Like” a The Digital Kingdom revealed that when looking at the UK favourite company on Facebook and subscribe to email population, 93% are Subscribers, 45% are Fans and 7% are from that company, but they expect to receive different Followers. When reviewing this information independently, types of communications through each channel. Channel it’s easy to think about these audiences in silos. One may exclusivity is important here. There must be some added be tempted to believe that the way to reach the 7% that benefit to become a SUBSCRIBER, FAN or FOLLOWER. don’t subscribe to email is through Facebook, Twitter or It’s also important to note that while 5% of online some other new media channel. In reality, only 2% of online consumers interact using all three channels, they aren’t consumers in the UK engage with brands through Facebook necessarily interacting with the same brands across all or Twitter but not through email. The remaining 5% do not three channels. engage with companies through any of these channels. They adopt an isolated SUBSCRIBERS: 2 communication strategy. are consumers who have given permission to at least one brand to send them email. In this case, consumers will keep interactions with brands isolated to a single channel where they expect to hear from FANS: brands, while keeping other online channels focused on are consumers with a Facebook account who have become a FAN (or “Liked”) at least one brand personal communication only. Email is largely seen as a on Facebook. place where brands are welcome to engage consumers, while some consumers question the presence of brands FOLLOWERS: on Facebook and Twitter and consciously avoid them as are consumers with a Twitter account who Follow at least one brand on Twitter. a result. To read more about the research methodology used for the Subscribers, Fans, & Followers series, go to © 2012 ExactTarget |
  3. 3. What’s even more important for 1.4%marketers to consider are the subscribers & followers 0.1%actions consumers take once Followers VERLAPengaged as SUBSCRIBERS, only SOFANS or FOLLOWERS. Do they 0.2%make purchases as a result of ER Fans &getting an email, becomingfans or following a brand? Are W Followers LOthey more likely to recommend 1.4% IBERS, FANS & FOLthe company to a friend? The 5% Fansanswers to these questions subscribers, onlyare largely tied to the reasons fans &people go online in the first followersplace and that is what we’llexamine in this report. 38% subscribers & fans 49% subscribers SCR only B SU ©ExactTarget © 2012 ExactTarget | 3
  4. 4. PERSONALITY IMPACT UK ONLINE PERSONAS When taking time to evaluate your consumer interactions, family & friends it is important not to overlook Focused on family and close friend relationships—they’re not particularly interested in developing new online relationships. the impact of an individual’s personalit y. Personalities, tendencies and preferences are major factors to consider when determining how to communicate with your customers. Marketers must first know who they’re talking to. Only then can they determine the “right” and “wrong” marketing strategies for that audience. This is why Daily we’ve identified 13 distinct social channel use profiles or personas, to help • EMAIL • FACEBOOK describe UK consumers and • TWITTER their motives for being online. 92% 46% 5% 60% Tend to be... female UNDER 25 years old OVER 55 years old4 © 2012 ExactTarget |
  5. 5. Shopper CAUTIOUSShopping is the focus while online—but this isn’t limited Characteristically guarded and selective about theto online transactions. Much of their time is spent communication channel through which they communicateresearching future purchases. Think quality over savings with with brands, including the type of information being shared.these consumers. Daily channel use Daily channel use • EMAIL • FACEBOOK • EMAIL • FACEBOOK • TWITTER • TWITTER 95% 90% 43% 46% 6% 14% 57% Tend to be... 53% Tend to be... female female OVER 35 years old OVER 45 years old © 2012 ExactTarget | 5
  6. 6. Deal Seeker Information Consumer Desperately seeks promotional content of all kinds, across Consuming information is key. These consumers may seek all channels, including exclusive deals, freebies, discounts, the opinions of others, but are not interested in creating vouchers and sale notifications. new content, commenting on the experiences of others or contributing to online conversations. Daily channel use Daily channel use • EMAIL • FACEBOOK • EMAIL • FACEBOOK • TWITTER • TWITTER 95% 92% 45% 38% 4% 5% 55% Tend to be... 53% Tend to be... female male OVER 55 years old 25-54 years old6 © 2012 ExactTarget |
  7. 7. Enthusiast News JunkieOnline time is spent gathering information on personal News and world-events are their primary interests and theinterests—especially as it pertains to music, sports, pets, Internet is used to stay up-to-date.politics and other opinion-based topics. Daily channel use Daily channel use • EMAIL • FACEBOOK • TWITTER • EMAIL • FACEBOOK • TWITTER 92% 93% 43% 37% 10% 9% Tend to be... Tend to be... 62% 66% male Teens (15-17 years old) male OVER 35 years old OVER 55 years old © 2012 ExactTarget | 7
  8. 8. Gamer Socialiser Behaviour varies from casual use of Facebook or free Primary online interest is to maintain online friend groups gaming sites to a serious investment in the gaming lifestyle. using an array of social media tools. They play games, read about games and download games when online. Daily channel use Daily channel use • EMAIL • EMAIL • FACEBOOK • TWITTER • FACEBOOK • TWITTER 92% 93% 52% 68% 7% 11% 57% Tend to be... 58% Tend to be... male female UNDER 35 years old UNDER 35 years old8 © 2012 ExactTarget |
  9. 9. Lifestyle Oriented ExpressivePrefer to spend time online supporting a social lifestyle Uninhibited when online, expressing personal opinions, likesand seeking information on lifestyle interests like food, and dislikes freely.restaurants, fashion, travel and movies. Daily channel use Daily channel use • EMAIL • FACEBOOK • EMAIL • FACEBOOK • TWITTER • TWITTER 95% 91% 52% 54% 11% 5% 56% Tend to be... 64% Tend to be... female male 18- 44 years old UNDER 35 years old © 2012 ExactTarget | 9
  10. 10. All Business Connector Business trends, communicating with existing business Known best as social “influencers,” their online time is spent contacts and making new contacts through networking sites connecting, educating people and turning others on to new like LinkedIn are their focus. There is also typically some information and resources. level of company or personal career promotion. Daily channel use Daily channel use • EMAIL • FACEBOOK • EMAIL • FACEBOOK • TWITTER • TWITTER 90% 98% 46% 55% 14% 12% 79% Tend to be... 60% Tend to be... male male 25-64 years old UNDER 45 years old10 © 2012 ExactTarget |
  11. 11. ONLINE PERSONASIN THE UKSurvey respondents were asked toidentify up to three personadescriptions that describe 48%how they interact FAMILY & FRIENDSwhen online. SHOPPER 43% CAUTIOUS 39% DEAL SEEKER 33% ER 29% INFORMATION CONSUM ENTHUSIAST 21% NEWS JUNKIE 19% GAMER 17% SOCIALISER 16% 7% LIFESTYLE ORIENTED EXPRESSIVE 7% ALL BUSINESS 7% CONNECTOR 7% = © 2012 ExactTarget | 11
  12. 12. PURCHASING BEHAVIOURS Percentage of UK Online Users Who Now that you’ve been introduced to the various consumer personas, naturally you’re Have Purchased as a Result of wondering what it will take to make them purchase your product or service. To help Marketing Messages by Channel you determine the best marketing strategy to influence buying decisions, you must first examine the purchasing habits of each individual online persona. Here are highlights 46% Email from some key persona categories. • While Deal Seekers are more likely than the average consumer to have made a 40% Direct Mail purchase through email (48%), they are just as likely to have made a purchase as the result of visiting a voucher or discount site. • Connectors are even more likely to have 37% Voucher Site made a purchase through email (53%), but are slightly more likely to have purchased through a voucher site (54%). • All Business consumers are heavy online 12% Phone Call from a Company buyers. They are the only group that makes purchases, at an above-average rate, as a result of receiving a marketing message across all of the direct marketing tactics 12% Text Message evaluated in this study. • Socialisers are the most likely persona group to have made a purchase as the result of a marketing message received 10% Facebook through Facebook (21%) closely followed by Connectors and Expressives (20% each). 7% Location-Based Social Network • Connectors are the most likely persona group to have made a purchase as the direct result of a marketing message received through Twitter (13%). 4% Twitter12 © 2012 ExactTarget |
  13. 13. percentage of uk consumers more likely PURCHASE INFLUENCERS At first observation, there seems to be a conflictto purchase and recommend after between the statistics about which channelbecoming a subscriber, fan or follower makes people MORE likely to purchase and which of these channels has driven a purchase in the past. This is especially apparent when looking at email statistics. While 46% have made a purchase as a result of receiving an email, I am MORE likely to BUY only 21% say they are more likely to purchase 21% from a company after signing up for their emails. after becoming an email SUBSCRIBER. So why is that? I am MORE likely to RECOMMEND Consider: 19% a company to my friends after signing up for their emails. 39% say the reason they sign up to receive emails from a company is because they already shop with that company on a regular basis. Emails are seen as a convenient way to be informed about new products or information. I am MORE likely to BUY 24% from a company after However, email is not necessarily seen as something that will make them MORE likely “Liking” them on Facebook. to buy from the brand given their favourable predisposition. I am MORE likely to RECOMMEND 28% a company to my friends after While they may make purchases that are prompted by email, the perception is not “Liking” them on Facebook. necessarily that email makes them MORE likely to purchase. Instead, consumers often see email as a I am MORE likely to BUY from convenient reminder to go back to their 32% a company after Following them on Twitter. favourite stores or sites. So, while they may not think of email as something that makes them MORE likely to buy I am MORE likely to from your brand. They may forget to go back to your site without an email that 40% RECOMMEND a company to my friends after Following reminds them to do so. them on Twitter. © 2012 ExactTarget | 13
  14. 14. Now that we’ve examined how email impacts purchasing decisions People are much more likely to “Like” a company on Facebook for vs. how consumers say email impacts their purchasing decisions, let’s social reasons, typically to display this loyalty to their friends or because examine Facebook and Twitter… a friend recommended it to them. Given that, it’s not surprising that the brands people are most likely to become a FAN or FOLLOWER FANS of are those they admire, those that are entertaining or those that • 45% of UK online consumers are FANS. peak curiosity. Much like we see with email, Facebook FANS often • Of those, 24% say they are more likely to purchase as a result have affinities toward certain brands based on offline experiences, of becoming a FAN. making them more inclined to become a FAN of that brand. However, • This translates to 11% of the UK online population saying it’s important to remember that a good experience resulting from this they have become more likely to purchase from brands as a “Like” may make a person feel more inclined to buy from that company result of becoming a FAN. at some point, regardless of whether the decision to purchase is the direct result of a Facebook message. FOLLOWERS Similar to Facebook, the most common reason people follow brands • 7% of UK online consumers are FOLLOWERS. on Twitter is to receive information related to their personal interests or • Of those, 32% say they are more likely to purchase as a result hobbies—which is not directly related to purchase behaviour either. In of becoming a FOLLOWER. this medium, a brand may prove itself to be helpful, conscientious and • This translates to 2% of the UK online population saying they trustworthy, which will make a consumer more inclined to buy, even if have become more likely to purchase from brands as a result the Twitter message is not the direct stimulus for a purchase. of becoming a FOLLOWER. When it comes to causing people to be more likely to recommend a brand, When looking at the Facebook and Twitter influence figures, we find Facebook and Twitter have a distinct advantage over email because that these numbers align quite closely with the numbers of people who the channels are inherently social and make public recommendations have actually purchased as the result of receiving messages through easy. Twitter users are even more likely to recommend the brands they these channels (10% and 4% respectively). follow given their ability to get an “up close and personal” feel. This element of exclusivity makes them inclined to recommend the brands that leave them with a favourable impression.14 © 2012 ExactTarget |
  15. 15. MOTIVATION motivations to SUBSCRIBE, “LIKE” & FOLLOW • EMAIL • FACEBOOK • TWITTERFrom our research, it is clear that people engagewith companies across social channels for 52% To receive discounts anddifferent reasons. In The Digital Kingdom, the 49% money-off promotions11th report in the SUBSCRIBERS, FANS and 33%FOLLOWERS research series, we looked at what To receive “free stuff” or giveaways (e.g., 44%motivates UK consumers to engage with a brand free download, voucher, discount) offered 48%via email, Facebook or Twitter. in exchange for my email 31%Not surprisingly, the reason consumers initially I shop with this company or buy 39%interact with a brand is likely to be the same this brand on a regular basis 25%reason they continue to engage. Marketers need 28%to be mindful of the hooks they use to get people To keep up-to-date with a company’s 34%to subscribe, “Like” or Follow their brand and products, services or offerings 26%ensure that those tactics are consistent with 35%the ongoing value provided through subsequentcommunications. For example, if the initial To recieve advance notice of new 32%draw for a customer to “Like” a brand is to products or future releases 26%take advantage of a promotion, consumers will 41%continue to expect promotions through Facebook. 27%If those expectations are not met, the consumer For more information related to my 17%is likely to lose interest over time. personal interests, hobbies, etc. 42% 25%To download the full report— To gain access to exclusive content 21% 36%The Digital Kingdom—go to To receive alerts related to 12% developments within the company, association or organisation 36% 11% Someone recommended it to me 13% 15% 11% For a quick and easy way to keep my finger 12% on the pulse of the brand/company 42% To show my support for the company to others 6% (including friends and family) 22% 32% To be affiliated with the product or brand 4% because it’s trendy or “cool” 9% 11% © 2012 ExactTarget | 15
  16. 16. DOING IT RIGHT? Consumers inherently favour some brands over others. According to consumers, the brands doing the best job in email, Facebook and Twitter follow these basic guidelines: EMAIL FACEBOOK TWITTER 1. Include special offers. The rules for a successful Facebook While similar in many ways to the rules presence mimic those of email, with just a for email and Facebook, people expect a 2. Keep it clear and concise. few deviations. broader scope of activity from brands on 3. Don’t use hard sell tactics. Twitter. 1. Keep the content rich by being 4. Make the content easy to navigate interesting, useful or funny (think 1. Engage with FOLLOWERS by with imagery and a strong images and video). retweeting, asking for comments and subject line. 2. Make updates more frequently than engaging in dialogue. 5. Use personalisation. email, with an informal tone. 2. Be informative and friendly. 6. Send regularly, but not too often. People like to see the lighter side 3. Give people the opportunity to be Note that the “right” frequency interactive with the company. Don’t of business, but keep it professional. varies greatly from person to person. just show products. They aren’t interested in Unfortunately, there is not a “one size fits personal details. all” answer to the frequency question. Even when following these rules, remember that some channels simply work better at Keep in mind that Twitter’s text-based format can be limiting, so you really have to “Good emails make sure they are reaching an audience than others. Deal Seekers, for example, see Facebook as push the limits of copywriting creativity with addressing you as an individual.” more aspirational, while email and voucher this channel if you want to see engagement. -Tara C. / Female, 26 sites are about saving money. When following these guidelines and developing “On Twitter, I prefer things being less content, it’s critical to keep your audience formal and inviting so you feel at ease in mind. and you can relax with the brand!” “When I “Like” a company or brand, -Tali G. / Male, 26 I expect them to update me with the latest news on products and keep me updated via pictures, videos and via links to websites too (most likely their own website).” –Joshua C. / Male, 1716 © 2012 ExactTarget |
  17. 17. Consumers Recognise Brands Who Do it RightNow that you know how to market to consumers via each of the most popular social channels, who’s doing it bestand what brands are the topics of consumer conversations? As part of the study, we asked consumers to namethe brands they believe do the best job communicating with them through Email, Facebook and Twitter. Here’swho they say do it best EMAIL FACEBOOK TWITTERNearly 20% of all UK consumers The brands mentioned as consumer’shighlighted Amazon as the top favourites on Twitter are much moreemail programme. They are by far diversified than they are on email andthe most popular with consumers Facebook, but there were still a fewregardless of age or gender: mentioned regularly: © 2012 ExactTarget | 17
  18. 18. DOING IT wrong? Earlier this year, as part of the Subscribers, Fans and Followers research Twitter series, we released the report, The Social Break-Up UK, which looks at how UK consumers disengage or break off brand relationships. Whether they Consumers are quite selective about the brands they follow on Twitter—only disengage as a SUBSCRIBER, FAN or FOLLOWER, looking at what factors led 34% of active Twitter users in the UK have followed a brand. Of those, only to a social break-up offer much insight into how to build social relationships 33% have stopped following a brand and the reasons people stop following with consumers that will stand the test of time. a brand are most likely due to personal circumstance. Even still, the research revealed two things companies do—typically in conjunction with one another— Through this research, we found that in many ways, consumers expect similar to drive away FOLLOWERS: experiences from email and Facebook. Given this, the reasons people engage 1. Tweeting too often and “clogging up my and disengage through email and Facebook are also quite parallel. The rules of what not to do on Twitter however, are much different. Twitter stream” 2. Tweeting irrelevant content Email and Facebook Reasons for disengagement are fairly straight-forward “I stopped following and typically fall into one of three possibilities: [one company] 1. Frequency of messages was too high. because they would 2. The messages don’t hold their interest. tweet a lot—and 3. The consumer only signed up to take advantage of a single offer. about stuff I wasn’t interested in.” Clare R. / Female, 24 46% have unsubscribed from To download The Social email and 42% have un-“Liked” a Break-Up UK, go to brand on Facebook because they felt bombarded with messages.18 © 2012 ExactTarget |
  19. 19. CONCLUSIONWhile it is difficult to perfectly segment online behaviourinto neat categories given the fluidity of the web andthe infinite number of ways consumers can interact withbrands online, looking at behaviour through consumerpersonas can help clarify the ways different brands canleverage these channels collectively. That said, rememberthat consumers like choices. Rather than being force-feda one-size-fits-all approach, make sure your consumershave the freedom to interact on their terms. The channelsshould tie together, but offer different content with a toneand an approach that is aligned with the unique strengthsof each channel. Remember that many consumers look forchannel exclusivity, so offering something slightly differentvia email, Facebook and Twitter is likely to help build youraudience across each of these channels. Delivering aconsistent brand experience is not the same as deliveringthe same content across email, Facebook and Twitter.“make sure your consumers have thefreedom to interact on their terms”Consumers expect brands to proactively communicate withthem. The most common place they invite these messagesinto their lives is still through email. However, Facebookand Twitter open up new opportunities for marketers tointeract with consumers. Brands are able to interact morefrequently, and informally, through these channels, offeringmore chances to make a favourable impression.Above all, it’s always important to keep the customer inmind. A brand’s cross-channel messaging strategy shouldalways be keenly aware of the underlying motivationsof their customers. Understanding these motivations iscritical to unlocking the success of each of these channelsand developing strategies that allow these channels towork together as part of a cohesive marketing strategy. © 2012 ExactTarget | 19
  20. 20. Connecting Across Interactive Channels is Tough. We Can Help. Your consumers have a megaphone on the real-time web. Through thousands of tweets, emails, Facebook posts, ratings reviews and Google searches, they’re discussing your organisation. It doesn’t take long for your brand to become the sum of those conversations. You need a better way to connect with your customers, and ExactTarget can help. We’ve developed the Interactive Marketing Hub™: an entirely new category of software that transcends organisational size and industry to solve the root challenges we all face as interactive marketers. Through the Power of ONE cross- channel suite of interactive marketing application, we’ll help you bridge the divide between siloed marketing communications and thousands of unique, integrated consumers. Learn more at This document may not be copied without the prior written consent of ExactTarget. © 2012 ExactTarget.20 © 2012 ExactTarget |