social media behaviour index - actions speak louder than clicks
DESCRIPTION
The Social Media Behaviour Index is a unique piece of research by Starcom Mediavest Group, looking at the value of actions by users of social media.TRANSCRIPT
1
What is the SMBI?
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The SMBI looks at the value of social media actions to a brand
Social media actionsGames
Competition
Watch video
Comment
Follow on Twitter
Tweet
Brand actions Visit brand website
Enquire
Consider
Prefer
Buy
What is the SMBI?
Do these:
Lead to these:
?
3
In other words what is the value of a:
“follow”
“download”
“comment”
etc.
“tweet”
“like”
?
4
Social media action
It looks at the propensity
of these people to then
go on to do brand actions
It provides benchmarks
It provides data that
brands should use for
prioritising content
The SMBI is a unique piece of research that looks at the value of engaging people through social media
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Our research has a huge sample to provide accuracy and reliability, and a large brand base
No other media agency is investigating the value of social media actions to brands to the degree SMG is
8,000 people to date (with new people added as we continue to survey brands)
7 categories, 37 brands to date (we continue to add brands)
Representative of regular Facebook, YouTube and Twitter users, across age and social grades
7 Categories 37 brands
Representative sample of regular Facebook, YouTube and Twitter users, across age and social grades
8000 sample An ongoing survey since June 2011
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Sample
7
37 Brands
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And here’s what we found out
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SMBI across all brands
Likely to do a future brand action
Visit only
Likely to:
34%
78%Do a social media action
People who perform a social media action on Facebook are 2x more likely to do a future brand action than those who visit only
10
And that’s true on YouTube too
SMBI across all brands
Likely to do a future brand action
31%
78%
Visit only
Do a social media action
Likely to:
SMBI
279239232226198191
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43%
41%
35%
34%
31%
28%
82%
81%
79%
79%
74%
78%
Retailers
Health and Beauty
Food and Drink
Technology and Telecoms
Media and Entertainment
Finance
FMCG
IntangiableGoods
Lowest SMBIs
Highest SMBIsSMBI Facebook Findings
Visit Brand’s Website
Find out more Consider Prefer Buy Average
Game 63% 62% 61% 51% 55% 59%
Competition 73% 71% 68% 61% 63% 68%
Watch video 86% 86% 78% 68% 70% 80%
Post positive comment
89% 86% 80% 69% 73% 81%
Share page with others
91% 90% 83% 73% 75% 83%
Follow the brand on Twitter
93% 92% 87% 80% 82% 88%
Tweet about this page
94% 93% 89% 86% 84% 91%
Average 84% 82% 78% 70% 72% 78%
Like
liho
od
of s
oci
al m
edia
act
ion
For every 100 visitors who are likely to post a positive comment, 89 of them are then likely to visit the brand’s website
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The Brand Action Table
Visit Brand’s Website
Find out more Consider Prefer Buy Average
Game 63% 62% 61% 51% 55% 59%
Competition 73% 71% 68% 61% 63% 68%
Watch video 86% 86% 78% 68% 70% 80%
Post positive comment
89% 86% 80% 69% 73% 81%
Share page with others
91% 90% 83% 73% 75% 83%
Follow the brand on Twitter
93% 92% 87% 80% 82% 88%
Tweet about this page
94% 93% 89% 86% 84% 91%
Average 84% 82% 78% 70% 72% 78%
Like
liho
od
of s
oci
al m
edia
act
ion
Likelihood of future brand actionAll brands
These actions have the most value
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The more the social media action is centred on advocacy, the greater the value to a brand
But less than a third of people are likely to do an advocacy based social media action
37%
10%
39%
13%
42%
30%
53%
Likely to:
Play a game
Enter a competition
Watch another competition
Post a positive comment
Share page
Follow on Twitter
Post a Tweet
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69% of people who do an advocacy based action are existing customers
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74%
81%
70%
80%
“This Facebook page stimulated my curiosity”
“This Facebook page had a strong impression on my visual senses”
“This Facebook page made me think”
“I experienced strong positive emotions whilst viewing this Facebook page”
People who are likely to do an advocacy based social media action agreed that:
Is your content good enough?
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Top line learnings and implications
People who actively engage with a brand on social media = 2x as likely to do a brand action than those who just visit
The more the social media action is focused on advocacy, the greater the likelihood of moving down the purchase path
Leaving the brand’s page to go to brand website is the most common brand action
Social media involvement leads to much more than awareness or interest
Prioritise content depending upon strategy i.e. What is the role of social media for your brand?
Keep social media content up to date to maintain involvement
Give reasons for people to deeply engage with the brand in order to:Drive word of mouthGo further down the purchase funnel
Games and competitions may be more suitable for generating loyalty and relationship
Tweeting and following via Twitter correlate most strongly with future brand actions
Games and competitions are less successful at directly driving purchase funnel behaviour.
Learnings
Implications
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About Starcom MediaVest Group
Please visit @SMG_London on Twitter and LinkedIn and explore our work at www.emergingspaces.co.uk
For more information, please contact:
Adam Rattner,Business Development Director,
London and EMEA
+44 20 7190 8071
Steve Smith,Head of Thought Leadership,
+44 20 7190 8667
Mairi Clark,Marketing Manager,
+44 20 71908318
Starcom MediaVest Group (SMG) is one of the largest communications groups in the world, specialising in media buying and management, response media, internet and digital communications. It operates two separate agencies under the group banner – MediaVest and Starcom– each built around a distinct focus and expertise set. SMG is part of Publicis Groupe, the world’s second largest media counsel and buying group, the world’s third largest communications group and a global leader in digital communications.
We can help you plan, design, activate and measure your social media and integrated campaigns. Get in touch to discover your brand’s SMBI