This document summarizes insights from a survey of 569 consumers about how social media changes how they interact with brands. It finds that consumers expect brands to have a presence on multiple social media platforms but don't necessarily follow brands on all of those platforms themselves. It also discusses how social media can be used for marketing, sales, and customer service, finding that while social media is not good for cold selling, it is important for customer service to actively monitor social media and respond to customer comments and complaints.

1. THE SOCIAL LIFECYCLE
New consumer insights on using
social media to improve your
marketing, sales, and service
PRESENTED BY

2. We asked 569 consumers how social
media changes the way they buy
and interact with brands.

3. Here’s what they said and how
you can apply it your business.

4. MARKETING
SALES
SERVICE
THE SOCIAL LIFECYCLE

5. MARKETING

6. Consumers have high expectations
for brands on social.

7. Twitter Facebook Instagram Pinterest LinkedIn YouTube Google+ SlideShare
0
10
20
30
40
50
60
70
80
90
100
%Expecting
WHAT PLATFORMS DO YOU EXPECT BRANDS
TO HAVE A PRESENCE ON?
All
18-29
30-44
45-60
>60
PRESENCES ON?

8. For starters, they expect you to be
more than three places at once.

9. All 18-29 30-44 45-60 > 60
0
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
#Platformsexpected
Respondent age
HOW MANY DIFFERENT PLATFORMS DO YOU EXPECT
BRANDS TO HAVE A PRESENCE ON?

10. ...but that doesn’t necessarily
mean they’ll be there too.

11. Twitter Facebook Instagram Pinterest LinkedIn YouTube None
0
10
20
30
40
50
60
70
WHAT SOCIAL MEDIA PLATFORMS DO YOU FOLLOW YOUR FAVORITE BRANDS ON?
All
18-29
30-44
45-60
>60
%Respondents

12. Over 60% of consumers expect brands
to be on Twitter, but only 30% follow
their favorite brands there.

13. All 18-29 30-44 45-60 > 60
All respondents
Those who follow a brand
on at least one platform
0
0.50
1.00
1.50
2.00
2.50
HOW MANY DIFFERENT PLATFORMS DO
YOU USE TO FOLLOW BRANDS?
#Platforms
Respondent age

14. On average, consumers follow brands
on only half as many platforms as they
expect them to be active on.

15. Wait, that’s not fair!

16. Wait, that’s not fair!
...but can you blame them?

17. Sorry to break it to you, but most brands
don’t do a good job on social.

18. There are people out there who
want to follow you, but you have
to make it worth their while.

19. MARKETING TAKEAWAY #1
Don’t just exist on social media:
be relevant, engaging, and helpful.
It’s not always easy, but there’s help ➤

20. MARKETING TAKEAWAY #2
Be where your fans want you to be
(and if you do a good job with #1,
they’ll show up too).
There’s something to help you be three places at once too ➤

21. SALES

22. There’s good news: being active on
social media helps your brand sell.

23. 73%
27%
Yes
No
ARE YOU MORE LIKELY TO BUY FROM A BRAND THAT
RESPONDS ON SOCIAL MEDIA?

24. But when it comes to selling,
email still reigns supreme.

25. 0
10
20
30
40
50
60
70
80
Email Direct mail Facebook Phone calls Text messages Twitter LinkedIn
All
18-29
30-44
45-60
>60
VIA WHICH CHANNEL DO YOU GET THE MOST UNSOLICITED SALES
MESSAGES FROM COMPANIES?
%Respondents

26. ...and that’s the way people like it.
(But maybe lay off the phone calls)

27. Email
Mail
Through a mutual connection
Facebook
LinkedIn
Phone
Twitter
IF SOMEONE IS SELLING YOU A PRODUCT THAT COULD BE GENUINELY
USEFUL TO YOU, HOW DO YOU PREFER THAT THEY REACH OUT?
1
2
3
4
5
6
7

28. So while social isn’t a good
place for cold pitches, it’s a great
way to enrich your selling process.

29. And you’ll need that enrichment
when you’re competing with every
other sales rep on earth for your
email to stand out in crowded inboxes.

30. 0
10
20
30
40
50
60
Once Twice Three times Four times Five or more times
All
18-29
30-44
45-60
>60
HOW MANY TIMES CAN A SALES REPRESENTATIVE REACH OUT TO YOU
BEFORE IT GETS ANNOYING?
%Respondents

31. No surprises here: people don’t
like being bugged by sales reps.

32. But half probably won’t even tell you if
they got your email in the first place.

33. Never
Rarely
Sometimes
Usually
Always
HOW OFTEN DO YOU LET A SALESPERSON KNOW YOU’RE
NOT INTERESTED IN AN UNSOLICITED PITCH?
15%
17%
19%
19%
31%

34. SALES TAKEAWAY #1
People don’t like being bothered (no
duh), but won’t always speak up.
You need a tool to see who’s actually
interested.
Luckily, there’s a free one ➤

35. SALES TAKEAWAY #2
Social media is a bad place for cold
selling but a good place to find out
who you’re selling to.
Enrich your CRM with social context.
Need a CRM too? HubSpot’s is free ➤

36. SERVICE

37. Whether you’re there to hear it
or not, people are talking about
your brand on social media.

38. Compliment a brand Compliment an employee Complain about a brand Request support None
0
10
20
30
40
50
60
70
80
%Respondents
WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU USED
SOCIAL MEDIA FOR IN THE LAST MONTH?
All
18-29
30-44
45-60
> 60

39. If you’re not actively monitoring,
you’re missing out on almost 50%
of warm fuzzy feelings.
(That’s a lot of
warm fuzzy feelings)

40. All 18-29 30-44 45-60 > 60
Twitter
Facebook
Google+
LinkedIn
Email
Phone
Mail
None
0
10
20
30
40
50
60
70
80
90
100
WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT A BRAND?
%Respondents
Respondent age

41. ...and more than 30% of what
you need to improve.

42. All 18-29 30-44 45-60 > 60
0
10
20
30
40
50
60
70
80
90
100
%Respondents
WHAT MEDIUM ARE YOU MOST LIKELY TO USE
TO COMPLAIN ABOUT A BRAND?
Twitter
Facebook
Google+
LinkedIn
Email
Phone
Mail
None
Respondent age

43. ...and 25% of the low-down on
who your best employees are.

44. All 18-29 30-44 45-60 > 60
0
10
20
30
40
50
60
70
80
90
100
%RespondentS
WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT
AN INDIVIDUAL EMPLOYEE AT A BRAND?
Twitter
Facebook
Google+
LinkedIn
Email
Phone
Mail
None
Respondent age

45. ...and almost 20% of cries for help.

46. All 18-29 30-44 45-60 > 60
0
10
20
30
40
50
60
70
80
90
100
%Respondents
WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO REQUEST
SUPPORT FROM A BRAND?
Twitter
Facebook
Google+
LinkedIn
Email
Phone
Mail
None
Respondent age

47. But wait, what’s going on?
Why do people still rely so
heavily on email and the phone?

48. Because they don’t
think you’re listening!

49. Consumers don’t believe brands
listen when they talk on social media.
And often, they’re right.

50. It’s gotten so bad, consumers don’t
even think they deserve a response.

51. 61%
23%
16%
Not as bad
Same
Worse
WHEN A BRAND DOESN’T REPLY TO YOUR QUESTION
OR CONCERN ON SOCIAL MEDIA, HOW DOES IT
COMPARE TO NOT REPLYING VIA EMAIL?

52. NEWSFLASH!
They do!

53. Whether it’s on the phone or on Twitter,
you’re dealing with another person.
Failing to listen on social is bad business
(not to mention just not very nice).

54. 24% of people don’t even expect
a response when they complain
directly about a brand.
Prove them wrong.

55. 11%
40%
23%
2%
24%
Minutes
Hours
Days
Weeks
IF YOU COMPLAIN DIRECTLY ABOUT A BRAND ON SOCIAL MEDIA,
WHAT DO YOU EXPECT THEIR RESPONSE TIME TO BE?
No response expected

56. SERVICE TAKEAWAY #1
If you’re not active on social,
you’re really missing out.
The conversations are happening
with or without you.
You should probably get your CEO on social too ➤

57. SERVICE TAKEAWAY #2
Don’t just actively monitor. Truly listen
and respond.
Everyone deserves a response, even
if they’re not expecting one.
It’s not easy (but it’s right)! There’s another tool to help ➤

58. “People will never respond to you more
positively than when you seek to make
your impact felt at the human level.”
CENDRINE MARROUAT @cendrinemedia

59. PRESENTED BY