87% indicated positive social engagement creates purchase intent #report
The J.D. Power and Associates 2013 Social Media Benchmark Study was released mid February. The report highlighted new insights on how different groups interact with brands on social networks.
And the research carries some substance...
The inaugural study is based on responses from more than 23,200 U.S. online consumers who have interacted with a company via the companies' social media channel.
The results illustrate the relationship between a positive social media experience and consumer purchase intent.
Specifically the research focused on two types of social media engagements, marketing and servicing.
Marketing engagements include connecting with consumers to build brand awareness and affinity, in addition to promoting coupons and deals. Servicing engagements include answering specific consumer questions or resolving problems.
They found that different age groups are more highly engaged with wither service or marketing type content.
Social Marketing Engagement.
- 23% of consumers who are 18-29 years
- 39% of consumers 30-49 years
- 38 percent of those 50 years and older
Social Service Engagement.
- 43% of consumers who are 18-29 years
- 39% of consumers who are 30-49 years
- 18% of consumers who are 50 years and older
So younger people are more highly engaged in Social Service content and activity while older age groups are more likely to engage with Social Marketing content.
"While there are vast differences among age groups in the frequency of servicing and marketing engagements, there is a consistency in the impact on brand perception and purchase intent through both types of engagement," said Anderson. "Companies that are focused only on promoting their brand and deals, or only servicing existing customers, are excluding major groups of their online community, negatively impacting their satisfaction and influencing their future purchasing decision. A one-pronged approach to social is no longer an option."
Marketers need to understand how their consumers use social media and then develop a strategy that addresses those preferences.
"If your customers want service and you're pushing discount coupons out to them while ignoring their attempts to connect with you, you're going to end up with dissatisfied customers," added Anderson.
Being relevant, connecting with the right people at the right time with the right messages is vital. If you're not being useful, you're probably not adding any value.
There is a proven correlation between the satisfaction someone has with a brands social activity and purchase intent.
87% indicate that the online social interaction with the company "positively impacted" their likelihood to purchase from that company
So which industries and brands are doing well?The Automotive industry was recognised as performing particularly well in both marketing and servicing social media interactions.
This list highlights the brands consumers reported doing better at either Servicing or Marketing on social networks.
If you would like to learn more about your customers online, including why and how they want to engage with your brand on Twitter or Facebook, contact me justin[at]flitter.co.nz. A part of our SocialOS will take your brand through this process.