Social networks are changing the way people participate with brands, resulting in new opportunities for companies. The S-Net social study category reports highlight findings specific to 18 different industries: alcoholic beverages, apparel, appliances, automotive, education, electronics, entertainment, financial services, food, healthcare/pharma, household, magazines/newspapers, non-alcoholic beverages, personal care, restaurants, sports related, telecommunications and travel.
3. The 2011 “S-Net: The
Impact of Social Media“
study reveals the
inherent differences in
why and how people use
social networks among
various categories.
4. Social Media: Marketing Implications
Social networks are changing the way people behave, resulting in new opportunities for
companies and brands. The S-Net (The Impact of Social Media) study, from ROI Research
Inc. sponsored by Performics, was conducted to better understand how marketers can
capitalize on emerging opportunities in the social media space. The results of this research
show how participants use social networks in their daily lives and how participants utilize
social networks in each product category.
Categories Studied:
Alcoholic Beverages Entertainment Non-Alcoholic Beverages
Apparel Financial Services Personal Care
Appliances Food Restaurants
Automotive Healthcare/Pharmaceutical Sports-Related
Education Household Telecommunications
Electronics Magazines/Newspapers Travel
What this Means for Marketers:
Social networkers crave participation with the companies
or brands they like/follow so it’s important to adopt
performance marketing strategies that engage
participants in every channel of your media mix – across
all platforms, devices, and screens.
However, because the desired involvement differs in
each product category, you must develop a social media
strategy tailored specifically to your audience. Strategies
and tactics can be experimental and updated quickly
because of the fluid nature of social networking.
Best practices for marketers looking to make the most of
social networks include:
• Understand your customer base and their desired
levels of brand interaction
• Create and adapt strategies to meet
participation expectations
• Allocate time and resources to the most relevant
and appropriate social networks
• Regularly monitor and measure social
network activity
• Adjust strategies and tactics as necessary to
optimize engagement
To learn how Performics performance marketing solutions will
increase participant engagement with your brand, contact your
Performics account team or email us at: info@performics.com 1
5. 52% strongly or somewhat
agree that voicing opinions on social
networking sites can influence business
decisions of companies/brands
6. Alcoholic Beverage Brands Draw in
Loyal Customers
43% who purchase alcoholic beverages discuss them on social networks
15% have purchased as a result of content on a social network
Makes me feel
Discussion topics: connected to others
with similar interests 13%
• 36% - express satisfaction with a purchase 15%
• 25% - compare prices
Sales announcements
A friend recommended
• 18% - give advice I become a fan 15%
New product
Reasons for liking/following: announcements 16%
• 49% - loyal customers of the brand
• 26% - coupons/discounts My friends are fans 18%
• 23% - identify with the brand Makes me feel like a
valued customer 18%
Desired brand interaction:
• 34% - coupons
• 29% - notifications of sales or deals
I really identify with the
brand/retailer 23%
• 26% - information about contests
or sweepstakes
Reasons for Liking/Following an Alcoholic Beverage Brand
26%
Social Chatter: Customers Talk, Do You Listen? Coupons/discounts
I am loyal customer of
the brand 49% 3
7. Apparel Brand Social Networkers
Want the Best Deals
43% who purchase apparel discuss them on social networks
17% have purchased as a result of content on a social network
To connect with
Discussion topics: customer service 11%
• 45% - compare prices To talk about where to
purchase offline 16%
• 42% - compare products To express
disappointment about a
• 40% - express satisfaction with a purchase purchase or
18%
company/brand
Reasons for liking/following:
To talk about where to
• 53% - coupons/discounts purchase online 20%
• 48% - sales announcement
• 45% - loyal customers of the brand
To provide feedback to
a company/brand 21%
Desired brand interaction:
21%
• 43% - coupons To give advice
• 41% - notifications of sales or deals
To get advice on what
• 26% - offers to win “points” or online to purchase 23%
currency redeemable for products
Social Chatter: Customers Talk, Do You Listen?
Discussion Topics on Apparel Brands Social Networks
To talk about sales
or specials 36%
To express satisfaction
with a purchase, brand
or retailer 40%
To compare products 42%
To compare prices 45% 4
8. Social Networkers Seek Product
Advice on Appliance Brands
41% who purchase appliances discuss them on social networks
12% have purchased as a result of content on a social network
Like/Follow a Brand to Get Advice on Purchase
Discussion topics:
46%
cs ces
• 46% - get advice on what to purchase
n
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• 39% - compare prices
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• 37% - express satisfaction with a purchase
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• 37% - loyal customers of the brand
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• 43% - coupons 28%
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Social Chatter: Customers Talk, Do You Listen? 24%
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9. 53% said products, services
or companies should communicate with
fans on social networking sites at least
once per week
10. Automobile Brands Feel Connected
to Each Other
67% who purchase automobiles discuss them on social networks
21% have purchased as a result of content on a social network
Like/Follow Because They Feel Connected to
Discussion topics: Others with Similar Interests
• 42% - compare prices 28%
o
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• 38% - express satisfaction with a purchase
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• 33% - get advice on what to purchase
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Reasons for liking/following: 21%
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• 42% - loyal customers of the brand
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• 35% - coupons/discounts
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• 32% - identify with the brand
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Desired brand interaction:
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• 48% - coupons Fin
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• 43% - notifications of sales or deals 15%
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• 42% - information about contests
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11. Education Brand Social Networkers
Want Lifestyle Information
71% who purchase educational products discuss them on social networks
29% have purchased as a result of content on a social network
Like/Follow Because They Want Information
Discussion topics: Relevant to Lifestyle
• 33% - give advice 45%
n
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• 28% - get advice
A cat
39%
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• 26% - compare prices
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Reasons for liking/following:
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• 29% - friends are fans
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Desired brand interaction: 25%
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• 56% - coupons 24%
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• 48% - information about contests
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23%
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re
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• 48% - notifications of sales or special deals
th
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Social Chatter: Customers Talk, Do You Listen?
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8
12. Electronic Brand Social Networkers
Give Out Most Advice
63% who purchase electronic products discuss them on social networks
22% have purchased as a result of content on a social network
Give Advice on Social Networks
Discussion topics:
39%
s
• 46% - compare prices
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33%
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• 46% - express satisfaction with a purchase,
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• 47% - loyal customers of the brand
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Desired brand interaction:
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• 48% - coupons 26%
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• 43% - offers to win “points”or online 25%
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13. 31% purchase more from
companies/brands that they like/
follow over other brands/companies
14. Facebook Fans & Twitter Followers
Most Drawn to Entertainment Brands
46%
t
en
m
37%
au tain
74% who purchase entertainment products discuss them on social networks
s
nt
r
Re nte
ra
22% have purchased as a result of content on a social network 36%
E
st
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Brands Followed on Twitter 35%
cs
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Discussion topics:
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35%
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• 48% - express satisfaction with a purchase,
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• 26% - sales or specials
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Reasons for liking/following:
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• 42% - coupons/discounts 35%
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• 33% - loyal customer of the brand
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• 33% - new product announcements
Desired brand interaction: Brands Liked on Facebook
• 36% - coupons
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• 35% - notifications of sales or special deals
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• 34% - information about contests 41%
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11