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The Social Media Behaviour Index

Adam Rattner
Adam Rattner

The SMBI analyzes the value of social actions on social media to brands. It found that people who engage with a brand on social media through actions like commenting or sharing are twice as likely to take future brand actions like visiting the website or buying a product compared to people who just visit. Advocacy-based actions like tweeting and following on Twitter best predict future brand actions. However, less than a third of people typically take these more valuable advocacy actions. The content needs to be compelling enough to stimulate people into these engagement behaviors for best results.

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The Social Media Behaviour Index
What is the SMBI? 1
What is The SMBI looks at the value the SMBI? of social media actions to a brand Do these: Social media actions Games Competition Watch video Comment Follow on Twitter Tweet ? Lead to these: Brand actions Visit brand website Enquire Consider Prefer Buy 2
like In other words what is the value of a: follow comment tweet ? download etc. 3
The SMBI is a unique piece of research that looks at the value of engaging people through social media Social media action It provides benchmarks It looks at the propensity It provides data that of these people to then brands should use for go on to do brand actions prioritising content 4
Our research has a huge sample to provide accuracy and reliability, and a large brand base No other media agency 7 categories, 37 brands is investigating the to date (we continue to value of social media add brands) actions to brands to the degree SMG is 8,000 people to date Representative of (with new people regular Facebook, added as we continue YouTube and Twitter to survey brands) users, across age and social grades 5
Sample 7 Categories Representative sample 37 brands of regular Facebook, YouTube and Twitter users, across age and social grades 8000 sample An ongoing survey since June 2011 6
37 Brands 7
And heres what we found out 8
People who perform a social media action on Facebook are 2x more likely to do a future brand action than those who visit only Likely to: Likely to do a SMBI across all brands future brand action Visit only 34% Do a social 78% media action 9
And thats true on YouTube too Likely to: Likely to do a SMBI across all brands future brand action Visit only 31% Do a social 78% media action 10
SMBI Facebook FMCG Lowest SMBIs Findings Intangiable Goods Highest SMBIs SMBI 78% Finance 28% 279 74% Media and Entertainment 31% 239 79% Technology and Telecoms 34% 232 79% Food and Drink 35% 226 81% Health and Beauty 41% 198 82% Retailers 43% 191 11
The Brand Action Table Visit Brands Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59% Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% For every 100 visitors who are likely to post a positive comment, 89 of them are then likely to visit the brands website 12
The more the social media action is centred on advocacy, the greater the value to a brand All brands Likelihood of future brand action Visit Brands Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59% Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% These actions have the most value 13
But less than a third of people are likely to do an advocacy based social media action Likely to: Play a game 53% Enter a competition 42% 69% of people who Watch another competition 39% do an advocacy based action are existing Post a positive comment 37% customers Share page 30% Follow on Twitter 13% Post a Tweet 10% 14
Is your content good enough? People who are likely to do an advocacy based social media action agreed that: This Facebook page stimulated 81% my curiosity This Facebook page had a strong 80% impression on my visual senses This Facebook page made me think 74% I experienced strong positive emotions 70% whilst viewing this Facebook page 15
Top line learnings and implications Learnings People who actively engage with a brand on social media = 2x as likely to do a brand action than those who just visit Tweeting and following via Twitter correlate most strongly with future brand actions Games and competitions are less successful The more the social media action is focused at directly driving purchase funnel behaviour. on advocacy, the greater the likelihood of moving down the purchase path Leaving the brands page to go to brand website is the most common brand action Implications Social media involvement leads to much more than awareness or interest Give reasons for people to deeply engage with the brand in order to: Drive word of mouth Prioritise content depending upon Go further down the purchase funnel strategy i.e. What is the role of social media for your brand? Games and competitions may be more suitable for generating loyalty and relationship Keep social media content up to date to maintain involvement 16
About Starcom MediaVest Group Starcom MediaVest Group (SMG) is one of the largest For more information, communications groups in the world, specialising in media please contact: buying and management, response media, internet and digital communications. It operates two separate agencies Adam Rattner, under the group banner MediaVest and Starcom each Business Development Director, London and EMEA built around a distinct focus and expertise set. SMG is part adam.rattner@smvgroup.co.uk of Publicis Groupe, the worlds second largest media +44 20 7190 8071 counsel and buying group, the worlds third largest communications group and a global leader Steve Smith, in digital communications. Head of Thought Leadership, steve.smith@smvgroup.co.uk We can help you plan, design, activate and measure +44 20 7190 8667 your social media and integrated campaigns. Get in touch to discover your brands SMBI Mairi Clark, Marketing Manager, Please visit @SMG_London on Twitter and LinkedIn mairi.clark@smvgroup.co.uk and explore our work at www.emergingspaces.co.uk +44 20 71908318 17

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The Social Media Behaviour Index

  • 3. What is The SMBI looks at the value the SMBI? of social media actions to a brand Do these: Social media actions Games Competition Watch video Comment Follow on Twitter Tweet ? Lead to these: Brand actions Visit brand website Enquire Consider Prefer Buy 2
  • 4. like In other words what is the value of a: follow comment tweet ? download etc. 3
  • 5. The SMBI is a unique piece of research that looks at the value of engaging people through social media Social media action It provides benchmarks It looks at the propensity It provides data that of these people to then brands should use for go on to do brand actions prioritising content 4
  • 6. Our research has a huge sample to provide accuracy and reliability, and a large brand base No other media agency 7 categories, 37 brands is investigating the to date (we continue to value of social media add brands) actions to brands to the degree SMG is 8,000 people to date Representative of (with new people regular Facebook, added as we continue YouTube and Twitter to survey brands) users, across age and social grades 5
  • 7. Sample 7 Categories Representative sample 37 brands of regular Facebook, YouTube and Twitter users, across age and social grades 8000 sample An ongoing survey since June 2011 6
  • 9. And heres what we found out 8
  • 10. People who perform a social media action on Facebook are 2x more likely to do a future brand action than those who visit only Likely to: Likely to do a SMBI across all brands future brand action Visit only 34% Do a social 78% media action 9
  • 11. And thats true on YouTube too Likely to: Likely to do a SMBI across all brands future brand action Visit only 31% Do a social 78% media action 10
  • 12. SMBI Facebook FMCG Lowest SMBIs Findings Intangiable Goods Highest SMBIs SMBI 78% Finance 28% 279 74% Media and Entertainment 31% 239 79% Technology and Telecoms 34% 232 79% Food and Drink 35% 226 81% Health and Beauty 41% 198 82% Retailers 43% 191 11
  • 13. The Brand Action Table Visit Brands Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59% Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% For every 100 visitors who are likely to post a positive comment, 89 of them are then likely to visit the brands website 12
  • 14. The more the social media action is centred on advocacy, the greater the value to a brand All brands Likelihood of future brand action Visit Brands Find out more Consider Prefer Buy Average Website Game 63% 62% 61% 51% 55% 59% Likelihood of social media action Competition 73% 71% 68% 61% 63% 68% Watch video 86% 86% 78% 68% 70% 80% Post positive 89% 86% 80% 69% 73% 81% comment Share page 91% 90% 83% 73% 75% 83% with others Follow the 93% 92% 87% 80% 82% 88% brand on Twitter Tweet about 94% 93% 89% 86% 84% 91% this page Average 84% 82% 78% 70% 72% 78% These actions have the most value 13
  • 15. But less than a third of people are likely to do an advocacy based social media action Likely to: Play a game 53% Enter a competition 42% 69% of people who Watch another competition 39% do an advocacy based action are existing Post a positive comment 37% customers Share page 30% Follow on Twitter 13% Post a Tweet 10% 14
  • 16. Is your content good enough? People who are likely to do an advocacy based social media action agreed that: This Facebook page stimulated 81% my curiosity This Facebook page had a strong 80% impression on my visual senses This Facebook page made me think 74% I experienced strong positive emotions 70% whilst viewing this Facebook page 15
  • 17. Top line learnings and implications Learnings People who actively engage with a brand on social media = 2x as likely to do a brand action than those who just visit Tweeting and following via Twitter correlate most strongly with future brand actions Games and competitions are less successful The more the social media action is focused at directly driving purchase funnel behaviour. on advocacy, the greater the likelihood of moving down the purchase path Leaving the brands page to go to brand website is the most common brand action Implications Social media involvement leads to much more than awareness or interest Give reasons for people to deeply engage with the brand in order to: Drive word of mouth Prioritise content depending upon Go further down the purchase funnel strategy i.e. What is the role of social media for your brand? Games and competitions may be more suitable for generating loyalty and relationship Keep social media content up to date to maintain involvement 16
  • 18. About Starcom MediaVest Group Starcom MediaVest Group (SMG) is one of the largest For more information, communications groups in the world, specialising in media please contact: buying and management, response media, internet and digital communications. It operates two separate agencies Adam Rattner, under the group banner MediaVest and Starcom each Business Development Director, London and EMEA built around a distinct focus and expertise set. SMG is part adam.rattner@smvgroup.co.uk of Publicis Groupe, the worlds second largest media +44 20 7190 8071 counsel and buying group, the worlds third largest communications group and a global leader Steve Smith, in digital communications. Head of Thought Leadership, steve.smith@smvgroup.co.uk We can help you plan, design, activate and measure +44 20 7190 8667 your social media and integrated campaigns. Get in touch to discover your brands SMBI Mairi Clark, Marketing Manager, Please visit @SMG_London on Twitter and LinkedIn mairi.clark@smvgroup.co.uk and explore our work at www.emergingspaces.co.uk +44 20 71908318 17