Last month, we released our 10 Quick Facts You Should Know About Consumer Behavior on Facebook, and there was a lot of great discussion about how different companies are using the mega-site. The sheer number of Facebook users, all over the world, means brands and companies know they need to engage and they want to know what fans like about their brand (and what they don’t like) and how it impacts their behavior.
But, what about that other social media giant—the place where everyone from hip techies to budding revolutionaries go to speak their minds in 140 characters or less? This week we released a new Consumer Pulse report highlighting 10 Quick Facts You Should Know About Consumer Behavior on Twitter. In collaboration with our friends at Constant Contact, we asked nearly 1,500 Americans over 18 about their Twitter habits, and the results are in. Here are a few of the facts that stood out:
Consumers follow brands on Twitter for exclusivity, promotions and to be “in the know” (tweet this)
While Facebook users are interested in showing off their brand loyalty, brand followers on Twitter like getting the latest news and promotions before anyone else. What is the lesson for brands? Don’t treat your Facebook content like your Twitter content, while the vast majority of Twitter users are also on Facebook, they don’t need warmed over content they’ve already seen, they want to hear about innovations and deals before everyone else.
One-third of brand followers are interacting with brands more this year than last (tweet this)
As Twitter grows, brands have a great, and growing, opportunity to listen to their promoters and detractors, and respond directly. While the majority of brand followers on Twitter do not engage in two-way conversation with brands—brand followers are engaged, the vast majority follow fewer than 10 brands.
75% of consumers have never “un-followed” a brand on Twitter (tweet this)
While “un-following” a brand is as simple as clicking a button, most brand followers are loyal to the brands they follow. This loyalty is no reason not to invest time in your tweets, 67% of brand followers expect unique content from the brands they follow.
Nearly half of consumers on Twitter have been tweeting less than one year (tweet this)
Twitter just celebrated its 5th birthday but many users are just diving in now. Once, home primarily to early adopters and those in the tech industry, a significant percentage of Twitter users are very new to the platform. And it’s not just the very young. Twitter’s gaining new ground with older folks as well, a quarter of users over 50 reported tweeting less than once month.
In short, consumers expect brand presence on Twitter, and they expect more than just recycled Facebook posts. Twitter is a unique medium with its own rules, language, and etiquette, but the opportunity to listen and interact with consumers in your backyard and around the world is priceless.
Download the full report here.
Posted by Kristen Garvey. Kristen is CMB’s VP of marketing, a mom of two and is getting ready to hit Orlando for The Market Research Event. You can follow Kristen on Twitter @KristenGarvey
There was great energy and excitement among both the panelists and attendees at the MarkeitngSherpa B2B Marketing Summit in Boston this week. To a large extent, this whole new world of social media has really invigorated B2B marketing. In a world where it always seemed like B2C marketers got to do the “fun” stuff, B2B marketers seem to be as engaged as ever and having a blast doing their job.
The event was excellent and while there were a lot of great take-a-ways here are a few that stuck out in my mind:
Size Doesn’t Matter– It’s not about how many Fans or Followers you have, it matters who they are. With so many brands having thousands (even hundreds of thousands) of Fans the numbers have lost their WOW factor. As marketers we need to dig deeper and take a more deliberate approach to finding the “right” people to engage with. It’s the engagement that matters.
Measurement Remains a Challenge- There was a lot of discussion around what people are measuring and what tools they are using to measure their success. There were many suggestions from free options like Social Mention to more robust enterprise solutions like Radian6. It was interesting to hear the various metrics, but it is clear there is not yet a true standard and the metrics will (and should) differ depending on the objectives. It all goes back to what you want to achieve.
Start With a Plan and Re-evaluate- Just like any other marketing initiative, it is important to look at where you are now and where you want to go. Make tangible goals, and those will be the measurement of your success. I thought Vanessa Dimauro (@vdimauro) said it best when she said: Patience, persistence and being proactive are key to your strategy. Along with having fun and enjoying the ride!
Vanessa reminded everyone as marketers we are part of a new generation of marketing. We get the benefit of being able to forge a new path, experiment, learn and enjoy! Check out some of the conversation on Twitter (#b2bsummit) and feel free to download our social media reports to learn more about Why Social Media Matters and Social Sharing.
Posted by Kristen Garvey. Kristen is CMB's Director of Communications, a mother of two, and B2B marketer enjoying the ride. Follow her on Twitter @KristenGarvey
This coming Wednesday is the American Marketing Association's Virtual Event: Unveiling Marketing Research's Future Online. As part of the event CMB's own Cathy Harrison will be debating hot topics with two of the other most widely read Tweeters in the market research community, Jeffrey Henning and Kathryn Korostoff. See below for all of the session details (AMA members can register for free here.)
Tweet Off: Three MR Tweeps Bicker, Badger & Bust Out of 140 Characters
Cathy Harrison, Client Services Executive, Chadwick Martin Bailey
Kathryn Korostoff, Research Rockstar
Jeffrey Henning, Vovici
Join three of the most prominent market researchers on Twitter as they debate contentious research issues of the day. Cathy Harrison (@VirtualMR), Kathryn Korostoff (@ResearchRocks) and Jeffrey Henning (@jhenning) will debate:
- The role of the market research department in a DIY (Do It Yourself) survey world. Point: MR is better off decentralized and embedded in other jobs. Counterpoint: Organizations need centralized MR expertise more than ever.
- Privacy in customer satisfaction research. Point: Follow up with every dissatisfied customer who takes a survey. Counterpoint: Customer satisfaction surveys are for measuring, not intervening.
- Market Research Online Communities. Point: The best MROCs are small, closed, branded and permanent. Counterpoint: Research communities can take a wide array of firms, each suited for different tasks.
- Social media market research. Point: Social media research will largely replace and supplant traditional consumer survey research. Counterpoint: Social media transforms and empowers surveys rather than replacing them.
Want to learn more about social media research? Watch our webinar featuring Georgeanna Liu and Chris James from AMD as they present a case study of how CMB conducted market research to support key social media strategy decisions and how AMD is using it today. Watch here.