the social hunger by mass relevance

A#SOCIALHUNGER |MASS RELEVANCE

THE SOCIAL HUNGEREDITION

Why Your Audience

Feasts on Social

Integration 01

B#SOCIALHUNGER |MASS RELEVANCE

TABLE OF CONTENTS

THE BIG IDEA

KEY FINDINGS

SOCIAL = ENGAGEMENT

ENGAGEMENT CASE STUDY

AMPLIFICATION AND REACH

AMPLIFICATION AND REACH CASE STUDY

CONSUMERS PREFER SOCIAL BRANDS

PURCHASE INTENT

SUMMARY

METHODOLOGY

LETS GET STARTED

BRANDS WE WORK WITH

ABOUT MASS RELEVANCE

OUR WORK

CONNECT WITH US

01

02

03

04

05

06

07

08

10

11

12

13

14

16

17

1#SOCIALHUNGER |MASS RELEVANCE

We are living in the most revolutionary era in human communication since the invention of the

printing press. For the past few years, marketers have woken up to consumers who have the

power to express their views anytime and anywhere. Social is hot, and if nothing else, a response

to this awakening. Now, the lines between paid, owned and earned media have been blurred, if not

erased. Social media crosses the barrier between the three. Its fast-paced and chaotic.

Theres also a blurring between media and brands. Brands are becoming publishers and content

marketers. So for brands as well as media, the goal is to engage an audience or group of

customers. For the sake of this study we will use audience to represent a brands customer base.

Now is the time for media and brands to meet the audience with social relevance where they are.

As you might guess, your audience is many places. So engaging them is not just in social media,

but by integrating social content into any digital experience.

Our new series of studies, The Social Hunger, pulls scattered pieces together to tell a story: why

the audience is hungry for social integration. The first edition focuses on brands: why they must

take action to integrate social media into their marketing plans and why they must do it now. Well

start with the explosion of social media. Then well show how if integrated the right way, brands

can seize the opportunity to engage their audience, amplify their brand message, build trust and

even increase purchase intent.

In order to tell this story we partnered with the research firm Sentient Services and surveyed more

than 200 consumers about their attitudes, opinions and beliefs about brands and social media

integration. The respondents come from all over the country, with all different incomes, lifestyles,

and social media habits. Universally, the data supports what weve already seen in action: consumers

want to engage with brands that integrate social media, and they prefer to do business with social

brands. In addition to the survey results weve complied real-world examples from brands that are

already involving their audience and seeing great results. Lets get started!

Sincerely,

Sam Decker, Co-founder and Chief Executive Officer

@samdecker

THE BIG IDEA


Consumers are beginning to

consider social media when making

purchasing decisions, in fact nearly

two-thirds have already made a

purchase based on social content.

The majority of people (60%) are

more likely to share the messages

of brands that integrate social

experiences into their own digital

properties (the brands web sites,

mobile app, etc)

Consumers are hungry for social

media: 62% are more likely to

engage with social brands.

Simply integrating social media

gives brands a competitive

advantage: 59% of respondents

are more likely to trust brands

that integrate social media.

YOUR AUDIENCE

SOCIAL MEDIA CHANNELS

WHEN BRANDS FEED THE SOCIAL HUNGER

Whether brands harness their

social conversations or not, they

are happening: 75% of those

surveyed are already using social

media to talk about brands

(91% for 1834 year olds).

APPS WEB TV

$

KEY FINDINGSChances are your audience is already a social audience

or soon will be. We found that the majority of people

surveyed are already utilizing social media to find and

share information about brands. Consumers are now

more likely to engage with brands that have gone

social and share the messages of those social brands.

They also tend to prefer to do business with social

brands, and many of them have already made

purchasing decisions based on social content.


SOCIAL = ENGAGEMENT

There are more than 500 million Twitter users and

more than a billion Facebook users. According to

the Pew Research Center, 69% of all online adults

are using social networks, and 92% of online adults

under 30 use social networks.* Chances are that your

audience is a social one or soon will be.

Of those surveyed, 75% use social media to find

or share information about a brand or product.

For 1834 year olds, its 91%.

*Pew Internet & American Life Project, Pew Internet: Social Networking November 13, 2012 http://bit.ly/TO8EwS

The social conversations are happening, and its up

to the brands to take action and harness them.

Consumers pay more attention to brands that

create social media experiences and spend more

time on websites when social media is integrated.

In our survey, the majority of respondents (58%)

reported that they are more likely to interact with

brands that integrate social media while only 16%

are not. And 62% say they are more likely to stay

engaged with brands that integrate social media.

-

75%

USE SOCIAL MEDIA TO FIND OR

SHARE INFORMATION ABOUT A

PRODUCT OR BRAND

62%

ARE MORE LIKELY TO STAY

ENGAGED WITH THE BRANDS THEY

LIKE THAT INTEGRATE SOCIAL INTO

THEIR DIGITAL PROPERTIES

4MASS RELEVANCE #SOCIALHUNGER |

In 2012, American Idol created a fan hub to harness the already robust social conversations around the show. The fan hub allowed American Idol fans to view all the social buzz about the show and interact with each other. The time on site for those who interacted with the American Idol fan hub was seven times longer than those who did not. The American Idol Season 11 Finale received 1.4 million social comments, breaking the record at that time. (Source: Bluefin Labs). Read More about American Idol: massrelevance.com/projects/american-idol

ENGAGEMENT CASE STUDY

AMERICAN IDOL FAN HUB


Integrating social media not only increases

engagement, it increases amplification and reach.

Brands are not the only ones with an audience. Every

brand audience member has his or her own network.

When the audience shares, the message is amplified.

The more people exposed to the message, the greater

the reach. The good news is the audience wants

to share the message of social brands. Even better,

brands can increase their reach by gaining more

followers and fans.

AMPLIFICATION AND REACH

2013 FORD FUSION TRENDS CONSTELLATION

When asked about brands that integrate social media

on their websites, 60% of respondents reported that

they were more likely to share experiences with the

brand or product (only 16% were not). More than

half (56%) said they would be more likely to

encourage friends and family to try new products

from the brand (16% would not). After viewing

examples of social media integrations, the majority

of respondents (51%) said they would be more likely

to tell a friend or family member about the brands

products (17% would not).

60%OF RESPONDENTS REPORTED THAT THEY WERE MORE LIKELY

TO SHARE EXPERIENCES WITH THE BRAND OR PRODUCT


TaylorMade wanted to activate its audience around the US Open in order to spread its message and gain more fans. By creating a fan hub where visitors could get access to exclusive content and interact with each other, TaylorMade became a key destination during the US Open. As a result, the brand added 19,000 new fans. TaylorMade added the most fans during the US Open and was the top ranked brand for engagement on Facebook. There was so much social activity around the brand that it trended on Twitter.

Read more about TaylorMade: http://bit.ly/SpO9tF

TAYLORMADE US OPEN SOCIAL HUB

AMPLIFICATION AND REACH CASE STUDY


In addition to reaching more people, brands that

integrate social media increase the level of trust and

positive perception by the audience. More than half

of the respondents (59%) reported that they are

more likely to trust brands that integrate social

media (only 13% are not). After being exposed to

social media experiences, 56% of respondents

reported they would be more likely to trust a brand

that integrates the same types of experiences, while

only 11% are not. And 62% said they would think more

positively about the brand, while only 10% do not.

CONSUMERS PREFER

SOCIAL BRANDS

More and more people prefer to take their business

to brands that effectively integrate social media.

A growing segment of respondents (46%) prefer to

do business with companies that use social media

(compared with only 21% that do not). This statistic

rises dramatically to 67% among the 1834 set (only

7% do not prefer to do business with brands that use

social media). Consumers want brands to integrate

social media.

59%OF RESPONDENTS ARE MORE

LIKELY TO TRUST BRANDS THAT

INTEGRATE SOCIAL MEDIA


The bottom line? People want to buy from social

brands. Consumers are basing purchasing decisions

on social content. Nearly two-thirds of those who

use social media to find information or share

feedback about brands have purchased a product

based on social media content. For 1834 year olds,

the number grows to 75%.

When asked about brands that integrate social media

experiences on their websites, 63% of respondents

report they are more likely to buy products and try

new things because of the social comments of others

while only 12% said they would not. 60% say they are

likely to try new things based on the brands social

PURCHASE INTENT

suggestion, while only 15% would not. After viewing

social media integrations, 63% of respondents agreed

that having these types of social experiences makes

them more likely to be interested in a brands

products (compared to 12 percent who disagree).

More than half (54%) reported they would be more

likely to purchase a product from the brand (only

15% would not). And 79% report that they want to

be able to get coupons and promotions from

brands socially.

Brands that integrate social media are putting

themselves a step ahead in the sales cycle.

VICTORIAS SECRET PINK NATION TAILGATE


Yes

64%No

31%

Unsure

5%

18-34 YEAR OLDS

ALL SURVEYED

Yes

76%No

20%

Unsure

4%

HAVE YOU EVER PURCHASED A PRODUCT BASED ON SOCIAL MEDIA CONTENT?

BASE: Those who use social media

to find and share information about

products or brands


SOCIAL INTEGRATION FEEDS A HUNGRY AUDIENCEBrands can successfully create unique social experiences to drive

engagement like American Idol. They can amplify their message like

TaylorMade. These experiences are all social, and yet happen outside

of socialin other words, they dont just take place on social network

web sites.

The purchase funnel is no longer relevant. Customers are experiencing

your brand everywhere. That audience is drawn into an experience, a

brand, or a product when a social experience is present. The next era of

marketing centers on facilitating brand-relevant social experiences to

any digital touchpoint.

Your audience prefers and trusts social brands and is starting to use

social information to make purchasing decisions. With the fragmentation

of experiences, the explosion of digital experiences, and the desire for

participation, the time to integrate social media into all facets of brand

marketing is now.

IN SUMMARY


YOUR AUDIENCE:

Pays more attention to brands that integrate social media.

Is more likely to share social experiences.

Prefers to do business with social brands.

Uses social information to make purchasing decisions.


ABOUT SENTIENT SERVICES Sentient Services is a Knowledge Studiothe amalgamation of market research, user experience and information design practices. We leverage these core competencies for our clients in product development, interactive, usability, sales, marketing and branding.

We have extensive global experience covering qualitative and quantitative market research and usability. We work with Fortune 500 clients and startups alike. The common denominator is great people, great products, integrity and a quest to make something better through customer insights. We dont help put lipstick on pigs.

Together with Mass Relevance, Sentient Services developed and

administered an interactive quantitative online survey with a sample

size of 228. Responses were collected from September 25, 2012

through October 1, 2012.

The sample consisted of consumers ages 1864, 50% male and 50%

female. The median income was $49,999. The survey asked respondents

about their attitudes, beliefs and behaviors when dealing with brands

that integrate social media.

METHODOLOGY



LETS GET STARTED

LEARN MORE ABOUT OUR PLATFORM AND PRODUCTS massrelevance.com/products-platform

REQUEST A DEMOmassrelevance.com/request-a-demo

CONTACT US (888) 330 6441

Victorias Secret, Patagonia, Pepsi, GE and many more brands

(See more examples: massrelevance.com/portfolio/gallery)

are already curating and integrating social media. Theyre creating

inspiring experiences for their audiences, and they are getting

results. Whether your goal is engagement, amplification, sales,

or a more positive perception, Mass Relevance can work with

you to make it happen.



BRANDS WE WORK WITH


Mass Relevance is the leader in social media curation

and integration. Brands in virtually every sector

from entertainment to media to retail are partnering

with Mass Relevance to drive real-time engagement.

Using our platform and products, brands create

visually compelling social experience that can be

displayed anywhere.

Whether it is on a brands website, on a stadium screen,

Times Square or on a television show, the Mass

Relevance platform and products get brands results.

INSPIRING BRANDS

TO INVOLVE

THEIR AUDIENCE

ABOUT MASS RELEVANCE

Mass Relevance played an integral part in providing

social media curation and integration during the 2012

Olympics and the recent presidential elections.

Partnering with hundreds of brands including GE,

Patagonia, Victorias Secret, and Major League

Baseball, Mass Relevance continues to make sure

brands are on the cutting edge.


MOBILE

In 2011, Twitter selected Mass Relevance as

its first curation partner officially licensed to

re-syndicate Twitter content. And in 2012,

Mass Relevance was named one of only twelve

Twitter certified products.

HOW WE DO IT

MASS RELEVANCE IS BASED IN AUSTIN, TEXAS AND WORKS

WITH ORGANIZATIONS ALL OVER THE GLOBE.

(888) 330 6441

MASSRELEVANCE.COM


FROM LEFT: VICTORIAS SECRET FASHION SHOW BUZZ PAGE; MICROSOFT SURFACE;

CAMPBELLS; SECRET: MEAN STINKS; FINISHLINE: NIKE BLACKOUT

OUR WORKVisit massrelevance.com/portfolio/gallery for more examples.


GET INSPIRED TO INVOLVE YOUR AUDIENCE. Visit our website:

Contact us by phone:

Access the report:

Read our blog:

Follow us on Twitter:

Like us on Facebook:

CONNECT WITH US

massrelevance.com

(888) 330 6441

massrelevance.com/socialhunger

massrelevance.com/category/blog

@massrelevance

facebook.com/massrelevance

the social hunger by mass relevance

Documents