Subscribers Fans & Followers Exec Summary

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Transcript of Subscribers Fans & Followers Exec Summary

  • SUBSCRIBERS, FANS, & FOLLOWERS MEDIA COVERAGE:

    THE TOP FIVE BRANDS ON FACEBOOK, 8/25/10

    WHERE PEOPLE START THEIR ONLINE DAY, 6/9/10

    WHY COMPANIES CLICK ON TWITTER, 8/16/10

    FACT OR FICTION? MOST CUSTOMERS SEEK OUT DEALS, DISCOUNTS AND COUPONS ONLINE, 8/4/10

    HOW TO CREATE A COMPELLING REASON TO GAIN PERMISSION, 9/9/10

    7 WAYS TO MAKE YOUR SOCIAL MEDIA MARKETING WORK HARDER, 9/20/10

    WHY USERS FIRST ONLINE ACTIVITY EACH MORNING IS IMPORTANT, 6/15/10

    EMAIL STILL DRIVING SHOPPING OVER SOCIAL, 7/21/10

    ARE TWITTER FOLLOWERS BETTER THAN FACEBOOK FANS?, 9/16/10

    STUDY FINDS CUSTOMERS VALUE EMAIL, FACEBOOK AND TWITTER AS COLLABORATORS, NOT COMPETITORS, 9/8/10

    CONSUMERS LIKE FACEBOOK PAGES TO CONVEY BRAND AFFILIATIONS, 8/26/10

    SOCIAL NETWORKS ARE NOT KILLING OUR SOCIAL LIVES, 10/28/10

    GETTING TWITTER-LITERATE, 6/18/10

    STUDY FINDS MORE THAN ONE THIRD OF CONSUMERS TURN TO FACEBOOK, TWITTER TO ENGAGE BRANDS ONLINE, 7/13/10

    COFFEE N EMAIL, 6/15/10

    YOUR CONSUMER IS AS YOUR CONSUMER DOES, 9/13/10

    THE 6 NEXT MOST IMPORTANT SOCIAL MEDIA ISSUES, 9/13/10

  • 2010 ExactTarget 3

    DEAR INTERACTIVE MARKETER,

    We know social media has revolutionized the way we communicate with our customers. Were all in hot pursuit of knowing how to effectively deliver the right messages, through the right channels, at the right time.

    At ExactTarget, we also know that a marketers hunch is no longer enough to find success on the real-time web. To truly connect with customers and deliver right message, right time, right place, we must understand what actions consumers are actually taking across these traditional and emerging channels.

    Thats why we went straight to the source and asked consumersnot marketershow they view and use each of these unique communication mediums.

    The result is our ground-breaking research series, SUBSCRIBERS, FANS, & FOLLOWERS*, which captures a snapshot of the interactive marketing landscape as it stands right now. Inside this latest report, well take more than 100 pages of social media and interactive marketing research conducted from April to July of 2010 and boil it down into digestible insights you must know to build integrated, cross-channel campaigns.

    And because we understand how short you are on timeand how strategic you need to be to find success in the era of real-time marketingwe provide tangible tips and tricks you can apply TODAY to make our research of more than 1,500 online consumers actionable. By implementing these easy tips and tricks, youll immediately reap the benefits of this industry-leading research, before the ever-evolving interactive landscape presents new data and this opportunity to act passes you by.

    So enough talkits time for action. The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive Summary will help you capitalize on the current interactive marketing landscapein real time, with real results for your business.

    To Your Interactive Successes,

    The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive Summary will help you capitalize on the current interactive marketing landscapein real time, with real results for your business.

    *SUBSCRIBERS are U.S. consumers who have provided their email address to at least one brand. FANS are U.S. consumers with a Facebook account who have become a FAN (or LIKED) at least one brand on Facebook. FOLLOWERS are U.S. consumers with a Twitter account who FOLLOW at least one brand on Twitter.

    TIM KOPPChief Marketing OfficerExactTarget

  • 3% My Company's website/intranet

    Where is th

    e first

    place you go online in a typical day?

    5% News Site

    11% Facebook

    58% Email

    20% Search/ Portal3%

    Other

    ExactTarget

    2010 ExactTarget4

    58% OF CONSUMERS BEGIN THE DAY WITH EMAIL, 11% WITH FACEBOOKWhen your customers wake in the morning, are they reaching

    for their smartphones to check Facebook, updating their Twitter

    statuses, or logging onto laptops to check email? Believe it or not,

    what an individual does first thing in the morning can tell you a

    lot about the types of marketing messages you should be sending

    across email, Facebook, and Twitter. By examining U.S. consumers

    digital morning tendencies, youll gain a unique glimpse into your

    customers individual priorities and motivations.

    43% of all online consumers surveyed identify themselves as either FANS or FOLLOWERS.

  • 2010 ExactTarget 5

    58% of online consumers begin the day with email, followed by checking a search engine or portal site (20%), and Facebook (11%).

    People who check email first tend to be motivated to interact with brands online for the sake of obtaining deals, promotions, or new product information.

    People who initially check Facebook tend to become FANS of brands for entertainment purposes or to show support not to obtain deals. Theyre more likely to seek promotions through email.

    THE TAKEAWAYS:When delivering product information, deals, and promotions, consider

    delivering this information via email, preferably first-thing in the morning.

    Individuals who check email first thing in the morning want different

    types of information compared to those who check Facebook first. To engage with Facebook-first audiences, deliver content thats entertaining and fun.

    Cross-promote your programs across all channels. Make sure that

    FANS and FOLLOWERS know they can receive additional deals through email, and that SUBSCRIBERS know they can participate in activities like contests on Facebook and Twitter.

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    Get the full report atwww.exacttarget.com/sff

  • 6 2010 ExactTarget 2010 ExactTarget6

    56% OF MILLENNIALS* SUBSCRIBE TO EMAIL IN SEARCH FOR ONGOING DEALSMore than 93% of online consumers are SUBSCRIBERS, meaning

    theyve provided their email address to at least one company or brand.

    And 88% of consumers check email daily while 94% use it at least once

    a week. Additionally, more than 50% of consumers make purchases

    as a direct result of emailit drives more

    conversions than any other channel. So

    while email isnt new, it certainly isnt dead.

    It remains a critical foundation for online

    marketing, due to its unique x-factorsthe

    characteristics that set it apart from any

    other marketing channel.

    THE TAKEAWAYS:56% of consumers aged 15-24 are twice as likely to SUBSCRIBE

    to email in their search for deals as they are to search on Facebook. Dont allow demographics to make you complacent. Offer a blend of messages across both traditional and emerging channels.

    Avoid the trap of promoting exclusive offers that are channel-

    specificthese offers initially attract more FANS and FOLLOWERS, but they wont retain consumers over time.

    To get on your customers favorite list, relevancy is a must. The biggest

    difference between valuable and non-valuable email programs is whether or not the information relates to the interests of the customer.

    Get the full report atwww.exacttarget.com/sff

    81% of consumers have been motivated to provide a company with an email address as a result of a promotion. Only 17% of consumers check Facebook for promotions, and only 3% check Twitter for promotions.

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    *Consumers aged 15-24

  • 2010 ExactTarget 7 2010 ExactTarget

    56% of Millennials SUBSCRIBE to email in their search for ongoing deals compared to only 28% who search for deals on Facebook.

    Half of consumers (49%) always open emails from their favorite brands, compared to only 16% who

    say they never open an email from brands.

  • 2010 ExactTarget8

    NEW CONSUMER PERSONAS HELP MARKETERS UNDERSTAND ONLINE MOTIVATIONSCustomers no longer pay attention to a marketers brand for the same reasons across

    all ages, incomes, and genders. And despite marketers best efforts to categorize

    consumer preferences based on these common demographics, most consumers

    approach the internet like they do in all other areas of lifewith intrinsic personality

    traits and motivations that influence how theyll interact online. We identified 12

    unique online consumer personas by studying their levels of social media consumption and

    creation, so marketers like you can get to know your audiences based on personalities.

    Get the full report atwww.exacttarget.com/sff

    4% of consumers are SUBSCRIBERS, FANS, and FOLLOWERS*

  • 56%SUBSCRIBERS

    ONLY

    32%SUBSCRIBERS

    & FANS

    4%SUBSCRIBERS,

    FANS, & FOLLOWERS0.7%

    FANS ONLY

  • 10 2010 ExactTarget

    Get the full report atwww.exacttarget.com/sff

    TWITTER USERS ARE 3X MORE LIKELY TO IMPACT BRANDS ONLINEAlthough Twitters active user base remains smaller than

    other social networking sites like Facebook, approximately

    11.5 million U.S. consumers use Twitter on a daily basis,

    and 5% choose to FOLLOW at least one brand or company.

    These daily Twitter users are the most passionate and

    influential consumers across the entire internet, and what

    they say about YOUR brand could have a profound impact

    on your bottom line. What happens on Twitter doesnt stay

    on Twitter, and thats why you must understand how to

    successfully interact with them via this channel.

    20% of consumers indicate that theyve started FOLLOWING a brand on Twitter in order to interact with that company, compared to 13% of SUBSCRIBERS and 13% of FANS who turn to email and Facebook for brand interaction.

    THE TAKEAWAYS:Commit to serving your customers who do use Twitter on a daily basis, even if this portion of your audience

    represents a smaller number than other key constituencies.

    When consumers choose to FOLLOW a brand, they want:

    To obtain new, authentic perspectives on companies

    To receive insider information about upcoming products and services

    To get to know the personalities behind a brand

    To receive freebies, samples, and discounts

    To see how a company responds when its brand is publically criticized

    Be sure to keep these consumer expectations in mind when choosing how to engage with your customers via Twitter.

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  • SOCIAL CONTRIBUTION ACTIVITIES (MONTHLY) Daily Twitter Users All Other Consumers

    Blog

    Comment on P

    hotos or Videos

    80%76% 75%

    72%70%

    61% 61%59%

    56%53%

    50% 50% 49% 48%

    38%

    27%25%

    14%

    23%20%

    15% 13%10% 10%

    12%7%

    14%10%

    Upload P

    hotos

    Post to Forums

    Comment on Blogs

    Post Ratings and Reviews

    Comment on New

    s

    Update Ow

    n Site

    Upload Articles

    Upload Video

    Upload Audio

    Post to Wikis

    Sell Online

    Post Coupons

    2010 ExactTarget 11

    Twitters reach is approximately double its user base23% of online consumers read Tweets at least monthly, and 11% report reading others Tweets even though they havent created a Twitter account of their own.

    A brands Twitter FOLLOWERS are three times more likely than the average consumer to blog at least once per month (53% compared to 18%).

  • THE TAKEAWAYS:In order to combat your customers fears about a marketers role on Facebook, look at

    every engagement as an opportunity to build trust.

    Its crucial that marketers understand that the act of LIKING of a brand on Facebook doesnt

    serve as an open invitation for marketing messages. Instead, it should be viewed as a simultaneous display of endorsement and personal expression.

    To capitalize on Facebooks viral potential, make sure youre giving your FANS something

    worth talking about! The more they talk about your brand, the more your messages will reach newand potentially profitableaudiences.

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    12 2010 ExactTarget

    NEARLY 40% OF CONSUMERS LIKE COMPANIES TO SHOW BRAND AFFILIATION TO FRIENDSFacebook reigns as the social networking community of choice

    for todays online consumer. 42% of U.S. online consumers,

    which equals approximately 46 million people, say they use

    Facebook at least once a day. But traditional marketing

    theories centered on price, product, placement, and

    promotion dont necessarily work in this unique space.

    Our research reveals the hidden opportunitiesand potential

    landminesthat await you, the marketer, on Facebook.

    90% of people trust the recommendations of their Facebook friends.

    59% of U.S. consumers say they use Facebook in order to maintain personal relationships, compared to 43% of consumers who say theyve LIKED a brand.

    70% of consumers who have FANNED (i.e. LIKED) a brand on Facebook didnt feel theyd given this company permission to market to them.

  • 13 2010 ExactTarget

    WHAT HAS MOTIVATED YOU TO LIKE A COMPANY, BRAND, OR ASSOCIATION ON FACEBOOK?

    To receive discounts and promotions

    To show my support for the company to others

    To get a freebie (e.g., free samples, coupon)

    To stay informed about the activities of a company

    To get updates on future products

    To get updates on upcoming sales

    For fun or entertainment

    To get access to exclusive content

    Someone recommended it to me

    To learn more about the company

    For education about company topics

    To interact (e.g., share ideas, provide feedback)

    40%

    39%

    36%

    34%

    33%

    30%

    29%

    25%

    22%

    21%

    13%

    13%

    Get the full report atwww.exacttarget.com/sff

  • 14 2010 ExactTarget

    CONSUMERS VIEW EMAIL, FACEBOOK, & TWITTER AS COLLABORATORSNOT COMPETITORSWith headlines like Facebook COO is Embracing the End of Email and Facebook is Going for Some Twitter Sensibility, its easy to understand why marketers get the impression that email, Facebook, and Twitter are in direct competition with one another. But with a short attention span and an ability to multitask, consumers constantly rotate from one online communication tool to another. If your customers dont isolate these channels from one another, why should you?

    THE TAKEAWAYS:Although only 5% of U.S. online consumers actually FOLLOW at

    least one brand, these consumers are the most influential online group. You must keep them happy in order to get the most bang for your marketing buck.

    96% of daily email users SUBSCRIBE to at least one brands email messages,

    and it drives more purchases than any other channel. It should serve as the cornerstone for your retention marketing strategies.

    A Facebook FANS greatest value to marketers lies in his or her ability to

    spread messages to friends and contacts. If you empower your Facebook FANS to spread your brands message, youll acquire new audiences and increase ROI.

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    Get the full report atwww.exacttarget.com/sff

    Email is the most broadly used communication channel and is likely to drive increased purchase intent among the largest number of consumers.

    69% 68%of daily Twitter users FOLLOW at least one brandmaking it the channel most likely to drive increased purchases after a consumer chooses to become a brands FOLLOWER.

    of daily Facebook users are a FAN of at least one brand, but its the least effective channel to drive increased purchase behavior.

  • 15 2010 ExactTarget

    EMAIL, FACEBOOK, & TWITTER: SIDE-BY-SIDE+ POOR ++ FAIR +++ GOOD

    Drives response from the masses.

    Gathering place for FANS ready to be mobilized for outreach.

    Personal connection with influential consumers.

    Targeted, exclusive content.

    Fuel con-versations among FANS and their friends.

    Provide insider access to fuel content creation.

    EMAIL FACEBOOK TWITTER

    POTENTIAL REACH +++ ++ +

    RETENTION +++ ++ ++

    ACQUISITION + +++ +++

    CHANNEL HIGHLIGHT

    KEY TO SUCCESS

    MOTIVATIONS TO BECOME SUBSCRIBERS, FANS, & FOLLOWERS To receive discounts and promotions 67% 40% 31%To get a freebie 55% 36% 28%To get updates on future products 45% 33% 38%To get updates on upcoming sales 50% 30% 30%To stay informed about the activities of the company 28% 34% 32%For fun and entertainment 29% 29% 26%To show support for the company to others 11% 39% 23%To learn about the companys products and services 28% 21% 25%To get access to exclusive content 33% 25% 25%Someone recommended it to me 17% 22% 14%For education about company topics 22% 13% 14%To interact (e.g., provide feedback) 14% 13% 20%

  • 16 2010 ExactTarget

    SOCIAL MEDIA INCREASESNOT DECREASESFACE-TO-FACE INTERACTIONSAs the interactive industry evolves at a break-neck pace, marketers need to be armed with the truth about how their customers are engaging across email, Facebook, and Twitter in order to successfully communicate with them. And headlines and industry buzz can often be misleading. Thats why we examined four common social media myths to deny, debunk, and deliver the answers you need to build an integrated marketing strategy built on the truthnot commonly-held assumptions.

    THE TAKEAWAYS:Be sure to read beyond the headlines and carefully examine an organizations methodology before acting on research.

    Simply increasing a FAN base wont earn more money for your organization. Mobilize the FAN base you already have

    so they can share your powerful messages.

    Twitters initial success may have hinged on big-name celebrity participation, but now its made room for a new

    type of celebrityan individual whos become famous simply as a result of using Twitter.

    Individuals who are becoming more active on Facebook and Twitter are also interacting with friends in real settings

    (not virtual) more often.

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    Get the full report atwww.exacttarget.com/sff

    THE MYTH THAT A FACEBOOK FAN IS WORTH $136.38 IS PLAUSIBLE: However, the issue of causality is at stake when further examining the purchase potential of consumers after becoming a FAN.

  • 17 2010 ExactTarget

    AMONG CONSUMERS INCREASING FACEBOOK USE

    60%SAME

    27%MORE

    19%LESS

    63%SAME

    19%MORE

    AMONG CONSUMERS INCREASING TWITTER USE

    CALLING FR

    IEND

    S ON

    THE

    PHO

    NE

    MEETING

    WITH FR

    IEND

    S IN PER

    SON

    46%SAME

    46%MORE

    55%SAME

    33%MORE

    CALLING FR

    IEND

    S ON

    THE

    PHO

    NE

    MEETING WITH FR

    IENDS

    IN PER

    SON

    13%LESS

    13%LESS 7%

    LESS

    THE MYTH THAT SOCIAL MEDIA IS MAKING PEOPLE LESS SOCIAL IS BUSTED: Increases in Facebook and Twitter usage actually correlate to increases in social, in-person interactions.

    THE MYTH THAT TWITTERS SUCCESS HINGES ON CONTINUED CELEBRITY USAGE IS BUSTED: With more than 370,000 new user sign-ups each day, online consumers continue to increase their use of Twitter.

    THE MYTH THAT EMAIL USE IS DECLINING IS BUSTED: How consumers access email is changing, but the use of email continues to increase.

  • 18 2010 ExactTarget

    Our SUBSCRIBERS, FANS, & FOLLOWERS

    research is the first of its kind to capture a

    snapshot of how consumers are engaging

    across email, Facebook, and Twitter. And

    one thing is certain: consumers dont limit

    their engagements to one or two interactive

    channels. In order to reach your customers in

    real time with relevant communications, you

    must successfully combine email, Facebook,

    and Twitter into an integrated marketing

    strategy. Weve compiled 12 ways for you

    to do just that, so you can achieve effective

    customer communications today.

    QUICK-HITTING WAYS TO INTEGRATE EMAIL, FACEBOOK, AND TWITTER

    Promote Facebook games, applications, and competitions in email and on Twitter.

    Feature winners of Facebook competitions in your email newsletter.

    Tweet about exclusive content thats only available to email SUBSCRIBERS.

    Promote exclusive deals on Facebook and Twitter, but make it only available to email SUBSCRIBERS.

    Post links to web versions of your best emails on Facebook and Twitter.

    Include LIKE and FOLLOW buttons in email newsletters and promotions.

    Include links to your Twitter and Facebook pages in email newsletters.

    Collect email addresses at the point of conversion for consumers who link to your site from Facebook and Twitter.

    Create an email segment containing Twitter FOLLOWERS and provide them with additional insider information through email.

    Include questions posted on Twitter and Facebook in your emails, and then answer them.

    Encourage email SUBSCRIBERS to post questions on Facebook and/or Twitter.

    Host videos on your Facebook page and include links in your emails and post links on Twitter.

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  • 19 2010 ExactTarget 2010 ExactTarget 19

    Companies should stand behind their products, be available for questions, respond quickly, give realistic delivery dates, and charge appropriately for delivery.

    Only make legitimate, no-gimmick

    offers and include an easy way to unsubscribe.

    Make it worth my while. Incentives are always a good start, but in the end, anything you do needs to benefit me as the consumer and get me hooked on your product.

    MAKE YOUR POINT CLEARLY AND DONT BURY THINGS IN THE FINE PRINT. WHILE YOURE AT IT, GET RID OF ALL THE LEGAL GARBAGE. IF YOU WANT TO SELL ME SOMETHING, DONT MAKE ME DIG AROUND FOR IT.

    RESPOND TO ME QUICKLY AND TREAT ME WITH RESPECT WHEN I HAVE A PROBLEM THAT NEEDS TO BE FIXED.

    FREEBIES ARE A GOOD WAY TO CATCH ME. IF I LIKE YOUR PRODUCT, ILL STICK AROUND AND TELL MY FRIENDS.

    Be honest and forthright. Consistently deliver quality products and provide the best customer service possible. That will keep me coming back.

    Include something extra from time to time. Surprise me and show me you value my business.

    Send me your questionnaire about the kinds of things Im interested in and send me the stuff I tell you I want.

    Have an email that I can sign up for,

    but dont send emails all the time. If a company

    sends me too many, I start thinking spam, and then I

    just hit delete.

  • This document may not be copied without the prior written consent of ExactTarget. 2010 ExactTarget.

    With a comprehensive email + Facebook + Twitter strategy, you need to understand whats being said about your brandright now, in real time.

    Thats why you need the ExactTarget Interactive Marketing Hub.

    Youll get a single view of whats happening across Email, Mobile, Social, and Sites. From planning and tracking campaigns to engaging in real-time conversations on Twitter and Facebook, the Interactive Marketing Hub will forever change the way you communicate with your customers.

    Learn more at www.exacttarget.com/hub

    Real [data]. Real [time]. Real [smart marketing].

    www.ExactTarget.com www.CoTweet.com