SHARE-ABILITY SURVEY 2014

#sharecontent

SHARE-ABILITY SURVEY 2014

Julius Duncan, Head of Remarkable Content (@juliusduncan)

“This research looks at how we use social media platforms for our own personal use and

at work, and why we share the information that we do.

“Old rules have been broken; as consumers we are savvier, with the know-how and

ability to choose the information we want. What we don’t want we ignore, delete, click

away from.

“As brands we must cut through, understand the technology available and use it well.

“Share-ability 2014 shows us that as businesses we understand the opportunity. But the

challenge is how to use limited resource in the most effective way.

“At Remarkable Content we exist to create content that demands to be shared,

creatively connecting brands to their audiences.

“With over 70 expert communications professionals across our London, Winchester,

Manchester and Bristol offices, we use strategic planning, analysis and insight to create

remarkable content that reaches your audiences in the right place, at the right time, to

drive your business objectives.”

• We surveyed 1,000 participants across a range of sectors

• We asked about their social media use personally and for work, what made them likely to share content,

how they feel about shared content, and what they believe are the marketing challenges affecting their

business.

0

20

40

60

80

100

120

140%

PERSONAL

YouTube drops from 36% personal use to 16% for work use

WE’RE BETTER CONSUMERS THAN CONTENT PRODUCERS

Which social media channels do you use for personal use and which for work use?

77% of respondents use Facebook for

personal use, drops to 45% for work use

Twitter used by 44% for personal use,

drops to 27% for work use

WORK

A drop in use was seen across all social media platforms when it came

to work

…and yet, just under three quarters of respondents consider social

media important or very important for marketing and PR.

SOCIAL MEDIA CONSIDERED IMPORTANT OR VERY IMPORTANT FOR…

0%

10%

20%

30%

40%

50%

60%

70%

80%

MARKETING & PR RECRUITMENT THOUGHT

LEADERSHIP

INFORMATION

SHARING

NETWORKING

Creating value to elevate brand content – the reasons we share content

Content that is funny is cited by just under half of

respondents as the number one reason for sharing

content.

Original or ‘different’ content is cited as a reason

to share by a fifth of respondents.

ENTERTAINMENT / INFORMATION

For work use:

Drops slightly for work use, however, video is shared by 46% several times

a week or more.

Images are shared by 50% at least several times a week.

Visual content is much more likely to be shared than pure text content

For personal use:

58% of respondents shared images several times a week at least.

Video is shared by 49% of respondents several times a week or more.

Create content that provides relevant information and you become a valuable source

for your audience

News sources are most likely to be followed by a third of respondents, with a

quarter of participants choosing to follow brands’ own social media profiles.

Relevant content is key to seeing share-ability increase.

38% are happy to receive shared content, as long as it is relevant.

Only 14% consider shared content as intrusive or ‘spam-like’

SPREAD OF MARKETING CHANNELS

A CHALLENGE FOR COMPANIES TODAY

19%

30%

21%

16%

7%

4% 3%

Lack of time

Lack of budget

Increasing spread of marketing channelson and offlineInability to measure effectiveness

Inability to collect information from other departments

Lack of knowledge and training

What is the biggest challenge facing your company today in terms of marketing?

In summary

Wide recognition of

importance of

social media use for

business

communications

Best content is

visually driven,

entertaining,

original and

relevant to its

audience

Understanding what

is of interest and

relevant to your

audience is key to

encourage following

and share-ability

Spread of channels

is a challenge but

focus must be on

creating valuable

content first

Remarkablecontent.co.uk

Remarkable Content is a new breed of communications agency that creatively connects brands with their

audiences.

Our unique fusion of skills across branding, creative, PR, social media, video, content marketing, SEO and

digital, and a wealth of industry experience allows us to be bold, agile and imaginative.

With over 70 expert communications professionals across our London, Winchester, Manchester and Bristol

offices, we use strategic planning, analysis and insight to create remarkable content that reaches your

audiences in the right place, at the right time, to drive your business objectives.

Listed in the PRWeek Top 150, we are an award winning team that, as part of the Remarkable Group, can

also offer engagement, stakeholder and public affairs consultancy.