Connecting and Engaging Customers Through Social Media - John Fetto
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Connecting and Engaging Customers Through Social Media John Fetto, Sr. Marketing Manager, Experian Simmons Learn best practices in connecting, engaging and empowering customers through social media, e-mail and mobile. We’ll examine current industry trends, including case studies as well as plans for measuring and tracking behaviors of the digital consumer of the future.
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Connecting and Engaging Customers Through Social Media - John Fetto
- 1. Connecting and Engaging Customers Through Social Media John Fetto, Senior Marketing Manager Mark Fauntleroy, Strategy & Innovation Manager ©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
- 2. Agenda State of Social Media Brand Preferences of Social Media Users Marketers React Case Studies and Best Practices The Future of Social Media Measurement ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
- 3. 2012 Digital Marketer: Benchmark and Trend Report Annual Trend report from Experian Marketing Services analyzing trends in email, search, social, mobile and cross-channel marketing Leverages insights from across Experian Marketing Services Download the full report at: Experian.com/DigitalMarketer2012 On Twitter Follow: @ExperianMkt or #EMS2012 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
- 4. State of Social ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4
- 5. The Rise in Social Media Nine-in-ten online adults or 133 million adults use social media in a given month Location-Based Social 19% 4% Social Tagging/Bookmarking 12% 11% 7% Professional Networking 12% 14% 13% Online Forums/Message boards 27% 20% 25% Photo or Video Sharing 56% 68% 20% Social Networking 66% 75% 2007 45% Any 83% 2009 90% 2011 0% 20% 40% 60% 80% 100% ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Simmons Experian Public. 5
- 6. Social Media Reaches All Generations 97% of online young adults use social media monthly as do 75% of those 65+ 25% 65+ 58% 75% 32% 55 to 64 66% 84% 35% 45 to 54 79% 89% 47% 35 to 44 89% 93% 54% 24 to 34 96% 94% 2007 72% 2009 18 to 24 98% 97% 2011 0% 20% 40% 60% 80% 100% ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Simmons Experian Public. 6
- 7. Consumers Interact with Brands on Social Media Consumers are increasingly following companies and interest groups on social media. Hispanic consumers are even more likely to be influenced by social media ads and to use social media to interact with brands. Non-Hispanic Hispanic I share opinions on programming on social 22% network sites while watching TV 36% I share comments on products and services on 24% social networking sites 25% 18% I find ads on social networking sites useful 34% I search social networking sites for information 20% before making a purchase 24% I have shown support for a group on a social 76% networking site 84% 0% 50% 100% ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Simmons Experian Public. 7
- 8. Brand Preferences of Social Media Users ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8
- 9. Search and shopping sites get 22% of downstream traffic from social sites While entertainment and other social sites get the bulk of downstream traffic from social networking sites search and shopping sites get almost a quarter of traffic. Search Engines 14% Shopping and classifieds 8% Email services 6% Social Networking and Forums 19% Social Networking and Forum News and Media 5% Sites Portal Frontpages 4% Reference 2% Entertainment 21% Banks 2% Software 2% ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Hitwise Experian Public. 9
- 10. Brand preferences of Social Media users Versus the average adult, these brands score well among social media users ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Experian Simmons/Experian Hitwise 10
- 11. Brand preferences of Professional Networking users Versus the average adult, professional networking site users patron these brands ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Experian Simmons/Experian Hitwise 11
- 12. Brand preferences of Photo Sharing site users Versus the average adult, photo sharing site users patron these brands ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Experian Simmons/Experian Hitwise 12
- 13. Brand preferences of Video Streaming site users Versus the average adult, video streaming site users patron these brands ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Experian Simmons/Experian Hitwise 13
- 14. Welcome, Pinterest! Pinterest is now the #3 Social Networking Site, ahead of LinkedIn and Google+ Site Monthly visits Facebook 7 billion Twitter 182 million Pinterest 104 million LinkedIn 86 million Tagged 72 million Google+ 61 million ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Hitwise Experian Public. 14
- 15. Brand Preferences of Pinterest Users Top indexing brands among likely Pinterest users Index: 310 Index: 297 Index: 244 Index: 242 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Experian Simmons/Experian Hitwise 15
- 16. Marketers React ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16
- 17. Adoption of Mobile and Social Media Marketing Only 8% of marketers told Experian Marketing Services that Social Media marketing isn’t even on their radar. 78% are actively leveraging it. Mobile marketing Social Media Both 60% 55% 50% 46% 40% 31% 30% 23% 24% 19% 20% 15% 14% 10% 8% 7% 8% 6% 0% Ahead of the pack Testing the waters Starting to think about it on the radar Not ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Marketing Services Experian Public. 17
- 18. 2012 Digital Marketing Tactics 53% of marketers told Experian Marketing Services they plan to pilot or increase social advertising in 2012. Nine percent plan social gaming programs. 70% 61% 60% 53% 50% 47% 40% 40% 37% 30% 25% 26% 20% 9% 10% 0% Social SMS text Mobile Behavioral Paid Mobile app Social Email gaming marketing display ads display search advertising targeting ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian Marketing Services Experian Public. 18
- 19. Case Studies and Best Practices ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19
- 20. Case Study: Ask Questions and “Share” Answers Horchow uses social media feedback in email and creates campaigns build around word-of- mouth Subject link: Facebook favorites: Our fans speak out Customer comments from Facebook included in the email template Encourages email and social media interaction Twenty-six percent lift in open rate ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian CheetahMail Experian Public. 20
- 21. Case Study: Share Social Links with Friends Rent the Runway prompts subscribers to include a referral code in their Facebook status updates to promote the brand Offer of $20 off for every friend who rents Email includes links to Facebook, Twitter and RSS feeds A simple way to give the campaign a social presence ©2012 Experian Information Solutions, Inc. All rights reserved. Source: Experian CheetahMail Experian Public. 21
- 22. Tip: Drive Website Visits From Fans Acquire Fans, Engage Fans, Drive Traffic to Website ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22
- 23. Facebook Ad Conversion by Industry Consumer Goods has the highest conversion in 2011, followed by Retail. ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23
- 24. Case Study: The Guardian The Guardian drives Website traffic with a social reader engagement application Guardian’s Facebook app: ► Launched in September 2011 ► Installed by 4 million+ users ► Daily page impressions up by almost 1 million…per DAY ► Reaching a younger audience Source: Experian CheetahMail ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24
- 25. Facebook Data: Customer Insights Vast customer data can be accessed by marketers who get permission Basic information: ► Demographics ► Interests Relationship Information: ► User profile ► Friends ► Friends’ profiles Activity Information: ► User influence and Facebook activity ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25
- 26. The Future of Social Measurement: Simmons Connect ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26
- 27. The Future of Social ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27
- 28. Amazing facts about mobile Did you know? ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28
- 29. Simmons ConnectSM Addressing the challenges • 11 platforms • Activities • Traditional • Time spent • Digital & mobile • Reach Coverage Consistency Tools Targeting • Profiling • Brands • Planning • Lifestyles • Strategy • 60,000 insights ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 29
- 30. Simmons Connect Consumer centric cross-platform measurement National Consumer Digital Panel Study Simmons Connect ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30
- 31. Integration of Survey and Mobile Transactional Data Survey Measures Digital transactional insight Platforms/devices (11) Mobile (phones and tablets) • Television • Device profiles (device type, OS, etc.) • Radio • Activity usage (text, e-mail, talk, etc.) • Print (newspapers & magazines) • App usage by categories and titles* • Internet (home & work) • Web browsing categories and top sites* • Mobile (phones & tablets) • Top search usage categories* • E-readers PC-based Internet usage at home • Game consoles • Web browsing categories and top sites* • Personal audio (MP3) players • Top search usage categories* Reach (1-day, 7-days, 30-days) Time spent by platform (7-day average) Activity usage (various by device) ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 31
- 32. Daily Average Reach by Application On mobile phones, Social Networking apps are used by nearly as many people during a typical day than email. 70% 62% 60% 51% 50% 47% 45% % Daily Reach 38% 40% 30% 23% 18% 18% 18% 20% 15% 9% 8% 10% 6% 4% 0% ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32
- 33. Average Daily Frequency of App Launch* Among those who use them, Social Networking mobile apps are launched more frequently than email. 20 17.7 Mean Times Launched Per Day 18 16 13.6 14 12 10.3 10 7.8 8 6.8 6.4 5.9 5.6 6 5 4.3 4 3.4 2.8 2.7 2.4 2 0 *App must have launched one or more times that day ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33
- 34. Average Daily Time Spent per Application* The typical mobile Social Networking app user spends 33.6 minutes actively using the app daily. Over 10 minutes longer than email apps are used. 40 35 33.6 Mean Total Minutes Per Day 30 28.6 Per Application 25 22.3 21.3 21.1 20.3 20 15.8 15 13.4 12.9 11.7 10 6.4 4.5 3.7 5 0.9 0 *App must have launched one or more times that day ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34
- 35. Social Media Profile ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35
- 36. ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36
- 37. Our color palette RGB values Logo colors Optional secondary accent colors R1, G92, B174 R112, G86, B122 R211, G171, B7 R237, G25, B81 R56, G124, B44 R122, G133, B77 R0, G149, B218 R71, G123, B132 Text / line colors R47, G47, B47 R190, G136, B81 R220, G220, B220 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37
Notes de l'éditeur
- Social media is growing in all demographics. As a result, there is more cross-generational communication taking place via this medium. Here are some interesting stats to keep in mind: 46% of online adults use social media to communicate with their friends (up from 32% in 2009). Meantime, 27% of those with a brother or sister say they communicate with their sibling via social media, up from 15% in 2009. And here’s where the cross-generational communication comes in: In 2009, only 6% of online parents communicated with their kids via social sites, but today fully 18% of parents communicate with their kids through social media. Likewise, 14% of adult children also say they communicate with their parents over social media today, up from just 5% in 2009.
- In fact, shopping and classifieds are getting an increasing share of downstream traffic. Last year, such sites enjoyed 7.2% of traffic while today they get 8.4%.
- Thanks to Social Media, customer relationships are increasingly moving from one-way communication to two-way experiences.In fact, a majority of marketers not only recognize this, but are actively working to incorporate it into their plans. Experian Marketing Services conducted a survey in October last year and found that fully 94% of marketers were at least talking about mobile and/or social marketing. Furthermore, 78% of marketers were actively leveraging social media and 61% were actively using mobile marketing.
- In that same survey, 53% of marketers said that they will either pilot or increase social advertising in 2012. 47% percent will either pilot or increase mobile app efforts and 9% will begin or ramp up social gaming tactics.
- One media client of Experian Marketing Services realized a 37% increase in Website traffic once consumers became a fan of their Facebook page and the frequency of visits to their Website by these fans increased 7%. In fact, these fans are five times more likely to visit their Website than non-fans and account for 18.5 visits per year.
- Not every facebook ad campaign can expect to realize strong results. As with all marketing activity, facebook advertising varies by industry and country. In 2011, the United States had the highest conversion rates at 52% followed by Spain at 50% and Germany at 46%. The United Kingdom had the lowest conversion rate of just 38%. Meantime, in the US, consumer goods ads had the highest conversion rate of 58% followed by Retail and Dating.
- The Facebook Connection can be placed on a Facebook Fan page, in an application or on a Website to establish permission to access some or all of the data that is associated with a Facebook users’ account. The accessible data can be broken into three categories: Basic information, including: Demographics (age, gender, hometime, location, and email address) and Interests (full list of their Facebook likes) Relationship information, including: User profile (education history, work history), Friends (how many, how old they are and the gender split), Friends’ profiles (most popular employers and levels of education) Activity information, including: how active the user is on Facebook, how many times they post to their wall, how many comments and likes they typically get when they post and the percentage of friends who interact with them.
- Simmons Connect from Experian Simmons addresses these challenges with: (enter) Coverage: Simmons Connect measures 11 platforms and puts usage of digital devices into context with traditional media(enter) Consistency: Simmons Connect measures activity usage as well as time spent and reach for each platform(enter) Targeting: Only Simmons Connect links media device usage with rich consumer insight to help you better target specific consumer segments by media device. These 60,000 consumer insight includes brand preferences, shopping habits, lifestyles, demographics, attitudes & opinions and more(enter) Tools: Finally, Simmons Connect offers tools to help your team better profile media usage, plan marketing efforts and inform digital strategies
- (enter) By integrating the information received from the National Consumer Study and the Digital Panel together, we now have, Simmons Connect, a consumer centric cross-platform measurement across 11 various media platforms. (newspapers, PC internet home and work, mobile phones and tablets, radio, ereaders, gaming consoles, magazines, and personal audio players (MP3)).