toluna c&m social media marketing best practise guide
DESCRIPTION
The C&M / Toluna Best Practice Guide to Social Media Marketing and Planning.TRANSCRIPT
What we like and dislike: a C&M and Toluna ABC (and D) guide
People love brand activity on Social Media.But when brands embark on Social PR programs, a lack of sanity and charisma can be fatal. Too much communication, too little creative quality and a lack of understanding about how and why you’re followed will result in diminished returns over time. Whilst this may seem obvious, the devil is in the detail: your planning principles, your audience expectations, your messaging strategy and your engagement tactics.Our consumer research with Toluna tells what real people want on Social - and why - and offers some simple advice on how to put your best foot forward.Research conducted Q4 2011. Panel of 3,000 internati onal consumer respondents. (60 per cent female. 40 per cent male.)
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50% of people st ill cherish TV as their prime media sourceTV as their prime media sourcsing decisions are infl uenced by traditional ads and product reviews
TV is still much loved and traditional mediais still the dominant purchasing influence
50% of people st ill cheNearly 60% of purchas
Meatspace is whererecommendationshappen...
Over 80% of product recommendations from friends come from real conversations 45% of people choo se to interact with brands on web/socail media
But brands on WEB/SOCIAL MEDIAis a welcome fabric of life
nds on web/socail media
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When used effectively Social can add huge value to traditional communications... TV, print, word of mouth.
Death of traditional media is greatly exaggerated. Beware those who claim otherwise. Think of social as an extension of a good old fashioned chat.
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the majority of us are overwhelmed by brands. many programs are too complex to bother with
Nearly 80% of interactions on Faceboo k are simple ‘Likes’20% proactively post messages to brand pagesNearly 40% of people don’t want to sh
lots of us don’t want to share, ever
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the 80/20 rule. most of us do the simple things.
Over 50% of people fee l overwhelemed by brand messages on sociall40% of people fee l that brand promos are too complex to enterOver 20% fee l that incentives are not worth the eff ort
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THINK SIMPLE! Poor planning and execution leads to ineffective social media programs.
KEY THINGS to consider: over reliance on social media as a primary marketing program; message saturation; irrelevancy; complexity, realistic brand expectations; why people follow and a firm grasp of why people use social media in the first place.
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false personas have no bearing about how we feel about brands on social
70% of people don’t attach any meaningful value to a brand’s persona
75% of people think one or two Faceboo k messages a day is too much to receive from a brand80% of people interact with brands less than once a day on Faceboo k20% interact once a day or more
the medium is not the message less is more and the other 80/20 interaction rule
60% care more for message quality and creativity than the delivery channel or technology used
the medium is not the mess
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corporation
corporation
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Effective social media communication is all about the delivery of engaging, creative communications that inspire and enable people to connect with one another. Social can be more effective than TV but it’s the message and goal that matters, not the medium.SANITY: People use social to communicate with friends first. Brands should be an enabler and not seek to dominate the news stream.CHARISMA: Creativity is king. People must feel the value of brand message: be it utility, entertainment, discounts etc... Otherwise they will be ignored. Transparency is understood and appreciated. Be different but be yourself and don’t expect everyone to care. Targeting counts.
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we follow brands to get stuff: news, info - and to join communities of like-minded people
we’re happy to share brand messages with friends, especiawhen they delivsocial capital
e also love participating competitions and promos
60% of people are happy to share brand interactions with friends70% of these people share because they want to entertain and help friends 55% of people that follow brands get involved in brand competitions and promos
ally ver
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corporation
Winner!
Nearly 50% of people use social and online sources to get brand news and updatestes10% to enjoy belonging to a community of like-minded fans
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people lovenews sharinbut it’s personal
e ng
people share status indicatomore shallow than deep
rs.
People sharrich contenttheirs morethan yours
re nt. e
30% of people share personal news325% share national agenda news222% share personal & celeb gossip2
% of people share information27%out purchasesabo% share information about 15%portant causesimp
27% of people share their own2pictures and videosp15% share other peoples...1and brands... pictures and videosa
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Brands belong on social. And people love to share. Marketing messages are welcome as a source of news, product information, ‘belonging’, and as a means of benefiting from promos and offers.
Engagement must carry the right incentive.Promos are great but your interactions need to help people deliver real value to their friends (and be rooted in) the things they love to share.
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