Branding In The Social Media Age

Branding In the Social Media Age

© aytm.com | Ask Your Target Market | market research has never been this easy

Many more have Facebook

accounts,Duhh 49%

85%

We asked 2000 US internet users if they belong to Facebook or Twitter

Prioritize building a Facebook community

1.1: Social media hangouts - Facebook : Twitter face-off

Facebook users are much

more engaged,Duhh 35%

74%

Then we asked them if they use Facebook or Twitter DAILY

Participate Daily


1.2: Social media hangouts - Facebook : Twitter face-off

More Facebook users have larger

networks,Hmmm 25%

11%

10%

57% 100+ friends on FB

100+ followers on Twitter

500+ friends on FB

500+ followers on Twitter

We asked 2000 US internet users if they have more than 100/500 friends on...

Engage one, get noticed by hundreds


2: How do consumers interact with brands on Facebook and Twitter?

29% follow a brand

39% have tweeted about a brand

have retweeted about a brand

of Facebook users have liked a brand

42% have mentioned a brand in a status update

have shared a link, video or story about a brand

Brands

58%

41% 29% Users want to talkabout your brand, sogive them a reason to


3: Sentiment about brands according to consumers.

Females are much kinder to brands on Twitterthan males

There are 50% more of those who say that their brand mentions in status updates on Facebook are only positive (vs. only negative or mixed)M: 1.4x | F: 1.6x

1.5x

There are almost twice as many users who say their brand tweets are only positive (vs. only negative or mixed)

1.9x 1.4x

2.3x

2x for retweets

:(:):)

:):):)

:)

:)

:)

Most Users share ONLY positive updates about brands


4: Folks who have “liked” vs. haven’t “liked” any brands on Facebook.

Average for FB members

HAVE “LIKED”a brand

HAVE NOT “LIKED” a brand

66% Have 100+ friends46% 57%

84% Active on FB daily 60% 74%

59% Have mentioned a brand in a status update 19% 42%

57% Have shared a link or video about a brand 42%19%

FB users who "Like" brands have more influence than those who don't


5: Virtual personas

Meet Joe(social platforms addict)

Joe is 25-34 years old,hypersocial online – active daily on FB & Twitter. He likely has 500+ Twitter followers and 500+ FB friends.What’s even more important:He “likes” Red Bull, MTV & Converse All Stars more than the average Joe. So if you have a similar brand to advertise try to target Joe.

Chances are (2.5x) he’s also an active blogger so he may become the “voice” of your brand once he likes it.

Meet Mary (share reactor)

Mary is also 25-34 years old,and likes Red Bull & Converse All Stars, but doesn’t care about theYouTube community on Facebook compared to other folks.She likely has 200+ friends on FB.

Mary and gals like her love to share links and video stories about brands on Facebook. If your brand or marketing piece will go viral – it’ll be because of Mary and her friends.

Meet Fred (ads believer)

Fred is in midlife, 45-54 years old.Advertisements are the primary influencing factor determining whether he buys products or services that he has never bought before.He places a high value on hisfavorite brands keeping the promisesimplied in their marketing and ads.BTW, price is not as important to himas it is to other folks out there.He’s probably the main reasonwhy all marketing and advertisingfolks still have their jobs.

>2xas likely to “like”Red Bull, MTV & Converse All Stars.

1.6xmore likely to have 200+ FB friends.

1.6xApparently Fred runs on coffee. He “likes” Starbucks brand a whole lot more than the next guy.

Create personas to improve your outreach and engagement


6: What types of content do consumers prefer to get from their favorite brands?

Turns outcoupons and discounts

are the most appreciatedtype of information

from brands

$5 OFF

Coupons/promotions/discounts

Bran

d n

ews

An

swer

s to

Qs

How

-to'

s

Inte

rvie

ws

MOSTPREFERRED

TYPE OFCONTENT

FROMFAVORITE

BRANDS

LESSPREFERRED

TYPE OFCONTENT

FROMFAVORITE

BRANDS

80%

11% 34% 27% 25% 3%

8% 5% 5% 2%

Send coupons and promotions to your community


7: How do consumers prefer to get updates from their favorite brands?

Short updates E-mails Traditional offline ads

Mai

led

fly

ers

Blog

s, P

ress

rel

ease

s

Vid

eo c

lips

, You

Tube

Mov

ies

Au

dio

/pod

cast

s

MOSTPREFERRED

UPDATEMETHOD

FROMFAVORITE

BRANDS

LEASTPREFERRED

UPDATEMETHOD

FROMFAVORITE

BRANDS

32% 27% 22% 8% 5% 5% 1%

14% 5% 23% 15% 14% 5% 25%

Use social media to stay in touch with your users


Designed by Lev Mazin 2011 © aytm.com | Ask Your Target Market | market research has never been this easy

DISCLAMERS:

AYTM is an independant DIY online market research platform and is not affiliated with any of the listed brands.

SOURCES:

Provided opinion data is based on AYTM survey of 2000 Internet usersfrom our built-in consumer panel. Please e-mail us at [email protected] to request access to the full survey results report.

.com

Business

Branding In The Social Media Age