Love social media? We’ve already shared what CMOs have to say about social media. Today, we’ve compiled the hot points from Mintel’s 2014 Social Media US report. Get the latest insight on how social media operates in today’s digital landscape.
Social delivers a return – just not always immediately
Is social media worth the time? The data says yes. For brand awareness alone, social is a must, especially for B2Cs. Mintel reports that 9% of users said they made a purchase by clicking on an ad they saw on social media. However, 11% also reported they purchased a product they saw advertised on social media without actually using the social media link.
These numbers might seem small, but understanding social media’s return starts with understanding social media. Its primarily role is to provide a powerful connection point between brand and consumer. It can give a human face to inaccessible companies and offer real-time support to solve problems before they go too far. Always keep in mind: there is more to social advertising than direct conversions.
How to reach parents on social media
Parents love social media, data says. Adults taking care of children younger than 18 have a greater tendency than other demographics to use social media daily. They are also more likely to utilize a greater range of networks, with Facebook being the most popular (73%), followed by Google+ (35%) and Instagram (26%). They also show a higher receptiveness to overt advertising (19%) than those without kids in the house.
Target parents with offers that balance quality and price. Parents are more likely than other groups to seek input from their friends via social media, as well as use it to compare various products. Marketers should employ a strategy that targets multiple platforms to catch parents’ attention.
Engage infrequent users with outside information
Those who are on social media regularly will be comfortable engaging with their favorite brands and researching new ones. Almost 40% of respondents said social media holds at least some influence when they research products and services, and this is especially true of users aged 18-34. However, less-frequent social media users are difficult to engage with. Those who use social only occasionally will often be task-minded, logging in only to send a private message or respond to an event invitation. Brands are certainly not top-of-mind.
To reach out to infrequent users, show off external reviews. These users are already referencing newspapers, magazines, and third-party review services such as Yelp. They will be more persuaded by strong examples of demonstrated value than conversational, branding-oriented posts.
Like what you see? Get the full Mintel report here.
