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The Social Media Disconnect your name (why companies and consumers aren’t on the same page) Nitty Gritty Marketing Insight & Research October 2011
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The Social Media Disconnect
your name
(why companies and consumers aren’t on the same page)
Nitty Gritty
Marketing Insight & Research
October 2011
What today is about
• Getting a bit closer to the consumer view of companies’ inroads into social media
• And, examining this against
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• And, examining this against a yardstick of what companies believe about how social media works
• To better understand if companies are getting ‘getting it’ right
Which social media? Suitability? Preferences?Expectations and Barriers
Engaging with consumers, markets, clients has always been about wearing a number of
hats
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Its never been a one-stop solution
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Companies are enjoying using Social Media
• Spells ‘innovation’
• Creative
• Has few barriers to entry
• Offers continuity
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• Offers continuity
• Has few barriers to exit
“I think often they don’t go through the
same planning discipline that they
would for more conventional media.
Partly I think is the perception that because the cost is low that the risk is
low.” General Manager Media Company
Companies are diving head first into
social media
• Its what marketers ‘do’
these days
• Organisation wide
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impact
• Absorbing traditional
spend on media, IT,
systems
• Action before strategy
But what do consumers think about
these inroads into social sites?
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What are the rules of thumb, if any?
• Online “snowball” survey with
n=250+ Adults
• Gauge the opinion of “commercial”
Some Research (in progress)
Consumers Companies
• Qualitative Interviews with senior
executives including CEOs
• Understand their social media
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• Gauge the opinion of “commercial”
within ‘social”
• Attitudes and Insights about where
businesses could get most impact
“headspace”
“I think many
companies don’t know
why they use social
media they just know
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media they just know
they should use it.”CEO Multinational
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This is despite over
34,000,000 search
results when you
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Google“the rules of social
media”
And so, a school of thought about social media and the consumer emerges .....
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Top assumptions we
gathered
about the social
media world from
companies
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Consumers spend considerable time online with companies
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18
30
34
43
54
68
Participate in online …
Linked in
Comment or read Blogs
You Tube
The social media I use (%)
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Social media is more likely to be used socially
(It doesn't’ t necessarily follow that a social user becomes a ‘commercial’ user)
6
7
8
0 20 40 60 80
None
Four Square
RSS Feeds
online …
18
33
41
43
45
49
61
62
Mail/brochure
TV/radio
Friend
Magazine/newsp…
Website
How I like to receive information from companies (%)
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Traditional forms of communication are still king
The swing to social media is not completely there yet.
1
3
5
15
0 10 20 30 40 50 60 70
RSS feeds
None of these
Phone
Blog
Consumers want to interact with companies online via social media
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3011
9
Should companies use social media? (%)
Yes definitely all should
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Some companies should use social media
About half give companies the green light
50
Yes definitely all should use social media
Yes some should use
No companies shouldn’t use social media
Unsure
16
4
22
20
Yes, a few times week
Yes, weekly
Yes less than weekly
No, never
How often I connect with companies using social media (%)
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Not quite daily
Interacting with business not yet firm in the repertoire
22
16
0 5 10 15 20 25
Yes, daily:
times week
“Companies are not people.
Social Media is about connecting with
other people and should not be used as an
advertising platform”
I find it annoying. Social media sites
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I find it annoying. Social media sites such as Facebook are for networking with friends and acquaintances. I don't
want to be hassled by companies
selling stuff.
Consumers will engage with a range of companies
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14
22
24
27
28
49
Government
Employers
NFPs
Travel and Tourism
Media
Retailers
The Companies I connect with(%)
“Should be province of
government, NFPs and charities”
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Shopping, news and fun times are more sought
“corporate interaction” is not at the forefront
9
10
13
0 10 20 30 40 50 60
Banks & Finance
Education organisations
Health organisations
Government
3
4
17
77
Between 40% and 60%
Between 60% and 80%
Between 20% and 40%
Less than 20%
Social media interaction with companies as a consumer(%)
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Quantity of consumer interaction is quite small
Large chunk of time spent with business is not as a consumer
1
3
0 20 40 60 80 100
Between 80% and 100%
and 60%
4
5
1
38
Between 20% and 40%
Between 40% and 60%
Between 60% and 80%
Between 80% and 100%
Social media interaction with companies as B2B(%)
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More experienced with B2B
This might prove difficult to unlearn
9
4
0 10 20 30 40 50
Less than 20%
and 40%
“Depends if your product
needs to have a social media
profile. Social products like
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profile. Social products like
food and drink are good. But companies that provide
financial services are out of
their place. “
Consumers expect companies to have a Facebook profile and want to connect this way
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8
11
11
12
48
Online communities
Youtube
Other ( please specify)
Most effective to reach me%)
“a company should only create a facebook page if there is a legitimate demand from people wanting constant information”
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Facebook seen to be effective despite relative low usage with companies
Possible “ halo” effect of being best known
5
6
0 10 20 30 40 50 60
Blogs
None of these
A Facebook page will build us a community
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20
21
21
21
41
44
47
career prospects
specials and discounts
groups and communities
business purposes
Find/receive information
conversations
comment on brands, …
Why I use social media to interact with companies(%)
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Usage is goal oriented – research, purchase , reward
There is not a lot of engagement for engagement’s sake
6
13
17
0 10 20 30 40 50
Don’t use social media
Other
source avideo clips, news …
I often 'like' a company just
to enter a competition but then get annoyed when they
are in my newsfeed all the time
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“They should only use it if they
are going to genuinely engage.
Very frustrating when they
have a presence (eg twitter account) but don't respond to
queries, or don't sound
human.”
Social media is legitimate,
trusted and the way forward
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26
52
45
Information on social media is generally trustworthy
Companies that use social media are innovative
I feel part of a company’s community
Views about Companies’ use of social media(%)
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Despite low trust, a link with ‘innovation’
Twitter or Facebook aren’t strongly differentiated with clear functions
34
26
0 20 40 60
products or services are suited to Facebook
information and ideas suit Twitter
Social media is more
accessible and therefore
preferred to mainstream
channels
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7
12
21
3
6
2
7
38
4
4
Blog comment
Website comment
Phone call
Letter
Preferred feedback channels(%)
negative feedback
positive feedback
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Traditional forms of feedback more likely to be used to complain
Email and Website are still second nature for most people wanting to give companies feedback
7
9
4
3
0 10 20 30 40
Social media is one size fits all
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20
35
73
I am more loyal to Companies
that use Facebook
I ignore most of the social media that companies
use
I look at other information
about a company than rely on its …
Perceptions about social media used by companies(%)
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Social media is one part of the equation
There is scepticism and barriers to just focussing on social media
38
0 20 40 60 80
I have limited time to look at social media
from companies
Social media impacts purchase
decisions
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22
40
27
I am more likely to try or buy products from companies that use
FB Look will influence whether I associate
I like to be seen to be associating with a company on FB
Perceptions about how social media impacts behaviour
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Not a huge impact on ‘purchase’
Consumers don’t connect purchase with social sites or do they ‘want to hang out’ overly
18
22
0 10 20 30 40 50
I interact more with Companies that use Twitter
products from companies that use Facebook
4
16
21
28
30
43
46
Blog updates
Messages direct to you|04
Events
Facebook updates
Competitions
Likes
Special offers/sales
Most effective social media strategies to impact me %)
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What’s in it for me strikes a chord
Drawcards revolve around traditional commercial exchange more than communications
2
3
4
0 10 20 30 40 50
Surveys
Join a community or group
Blog updates
People will express feedback
for better or worse so social
media will help control it
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9
13
20
24
Posted a negative comment on FB
Tweeted a negative comment
Tweeted a positive comment
Posted a positive comment on FB
Activity on social media directed at companies(%)
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More positive interaction than negative
Fans of Facebook , literally; Twitter top place for a barb
3
7
0 5 10 15 20 25 30
Positive blog comment
Negative blog comment
19
34
37
Make phone contact
Respond to the problem within
one hour
Address the comment with an online comment
The appropriate response from companies(%)
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As a general rule address online complaints online and quickly!
Only few wanted more contact via phone
10
0 10 20 30 40
Other
Social media comes with some cautions
(from consumer perspective)
Choice of media sends a message
Activities that are OK for social may not work with companies
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may not work with companies
Don’t act social if you cant back it up
Don't forget about other channels
Its innovative so use it innovatively!
Social Media is ‘all about me’, individuals seeking more than passive connections
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