Companies can only become truly customer-centric when they fully understand their customers. Find out how your company can combine social media analytics with other sources of customer intelligence by reading our free report: http://bit.ly/sma-SL More about the infographic and the report: Companies don’t know it yet, but there is a gaping hole in the Big Data they are using to analyze customer behavior. Vision Critical identified 5 significant blind spots in social media analytics. In their efforts to become more customer-centric, companies increasingly are relying on the big data they collect from social media analytics tools to help them understand customer behavior. However, if you're using social media analytics to guide your social, marketing, and overall business strategies, you face a very real risk of misreading your customers. We’ve discovered that 30% of social media users account for 90% of social media updates. More importantly, the buying behavior of this slice of enthusiastic users differs in important ways from the rest of their customer base. Written by our Vice President of Social Media, Dr. Alexandra Samuel with contributions from Vision Critical Founder and Chief Product Officer Andrew Reid, What Social Media Analytics Can’t Tell You About Your Customers explores the different types of social media users, how their behaviors differ and what’s missing from social listening. For the first time, we can tell companies exactly what they’re missing when they tune into the noisy minority—because we’ve uncovered exactly how social media “enthusiasts" differ from the vast majority of people on social. Social media analytics can't tell you... - Who your customers are - How to engage your customers - How to market and sell to your customers - How to serve your customers - How to be a customer-centric company Learn more: http://bit.ly/sma-SL

1. WHAT
SOCIAL MEDIA ANALYTICS
CAN’T TELL Y OU
ABOUT YOUR CUSTOMERS
COMPANIES DON’T KNOW IT YET, BUT THERE IS A GAPING HOLE IN
THE BIG DATA THEY ARE USING TO ANALYZE CUSTOMER BEHAVIOR.
VISION CRITICAL IDENTIFIED FIVE SIGNIFICANT BLIND SPOTS
IN SOCIAL MEDIA ANALYTICS
SOCIAL MEDIA ANALYTICS CAN’T TELL YOU...
WHO Y OUR CUS TOMERS ARE
YOUR SOCIAL MEDIA AUDIENCE IS MADE UP OF THREE DISTINCT TYPES OF CUSTOMERS.
LURKERS DABBL ERS ENTHUSIASTS
POST O N C E A W E E K O R L E SS POST 2 T O 4 T I M E S A W E E K POST 5 T I M E S A W E E K O R M O R E
Social media analytics provide a distorted view of your customers because the vast
majority of what you hear on social comes from a small slice of the social media audience.
UPDATES AUDIENCE
10% D A B B L E R S
5% L U R K E R S
19%
52%
DO Y OU NEED T O PUMP UP THE VOLUME
ON Y OUR INVISIBLE AUDIENCE?
ONLY 29 %
OF YOUR AUDIENCE
ARE ENTHUSIASTS
85%
OF UPDATES COME
FROM ENTHUSIASTS
SOCIAL MEDIA ANALYTICS CAN’T TELL YOU...
HOW T O ENGA GE Y OUR CUS TOMERS
Much of social media marketing stresses inuencer marketing: engaging the
customers who post frequently. But you also need to engage lurkers and dabblers, who are
less interested in inuencing (or being inuenced by) friends and family.
WHAT ARE THE REASONS YOU HAVE POSTED ABOUT A SPECIFIC MOVIE?
77%
SOCIAL MEDIA ANALYTICS CAN’T TELL YOU...
HOW T O MARKET AND SELL
TO Y OUR CUS TOMERS
Enthusiasts have distinct media habits, so social media analytics don’t ofer the
insight you need to drive your marketing or advertising decisions.
WHAT TYPES OF TV SHOW DO YOU TYPICALLY LIKE TO WATCH?
53%
52%
21%
SOCIAL MEDIA ANALYTICS CAN’T TELL YOU...
HOW T O BE A CUS TOMER-CENTRIC COMP ANY
Companies can only become truly customer-centric when they fully understand
their customers. Find out how your company can combine social media analytics with
other sources of customer intelligence by reading our free report.
62%
69%
76%
53%
57%
65%
53%
18%
21%
DOCUMENTARIES
FOOD SHOWS
FASHION AND LIFESTYLE
DIY/HOME IMPROVEMENT
SOCIAL MEDIA ANALYTICS CAN’T TELL YOU...
HOW T O SERVE Y OUR CUS TOMERS
Social media enthusiasts shop diferently from lurkers and dabblers, so social media
analytics can’t tell you how to serve your customers efectively.
IN THE LAST 12 MONTHS, HAVE YOU VISITED A BIG BOX STORE TO PURCHASE...
87%
34% 41% 31%
APPARE L AN I T EM YOU SHARED ON SOCIAL MEDIA
14%
20% 26%
L E G E N D
TO SHARE MY OPINION
ABOUT THAT MOVIE
79%
61%
88%
73%
TO RECOMMEND THE
MOVIE TO MY FRIENDS
GET THE REPORT
WHAT
SOCIAL MEDIA ANALYTICS
CAN’T TELL Y OU
ABOUT YOUR CUSTOMERS
AVAILABLE NOW A T VISIONCRITICAL.COM/SOCIALCUSTOMERS