Originally published in The Financial
It’s practically common knowledge at this point that social media users follow or friend brands so they can get exclusive offers—especially money off.
In Q4 2011, for example, Chadwick Martin Bailey found that for Facebook users, the desire to receive discounts and special offers was the top reason for “liking” a brand, cited by 41% of US users. But social media users also want to be entertained, and many look to follow brands and share posts that have engaging content.
As eMarketer reported, in a May 2012 study from performance marketing company Performics, 48% of US social network users who accessed at least one social site a day said they “liked” or followed an entertainment-related company or product on a social network. Additionally, 43% said they “liked” or followed restaurants and food-related companies, and 37% said they were interested in celebrity-related companies or products. Sports was also on the list, with 32% of respondents having “liked” or followed such companies on social networks. Industries with less entertainment appeal, such as appliances, were “liked” by just 10% of respondents.
When it comes to the type of content users respond to on social channels, the entertainment trend continues. Photos and videos were popular, as 44% of US social network users said they were likely to engage with brand posts that contained pictures. However, traditional status update posts were also popular with 40% of respondents. After that, 37% said they were likely to engage with video posts, and 36% highlighted posts with jokes, cartoons or memes.
And the reasons why consumers engage with posts like this may be changing. Performics found only 45% of US social network users said that insider knowledge or special deals was a reason to “like” a company, brand or product. A larger percentage, 59%, said they followed companies simply because they shopped at their stores or purchased their products.
Overall, social network users have different reasons for why they “like” or follow brands online. But, in addition to stated reasons, like receiving deals and discounts, they demonstrate that they also want to be entertained by brands. Marketers, whether they work for an entertainment-related brand or not, can use this knowledge when planning what content to post on social sites.
Originally published on eMarketer
Discounts and offers drive participation, but social media followers also want to show support
Consumers connect with brands both via email lists and by “liking” companies on Facebook. While users want to receive discounts and special offers via both channels, connecting with a brand on social media is an added public display of support.Chadwick Martin Bailey
analyzed why consumers engage via email and Facebook and found that receiving discounts and special offers was the top motivation. Of the US respondents who had an email account, 58% cited that as a reason for subscribing to email lists. Other reasons for email participation included taking part in a specific promotion (39%) and because the consumer was a customer or supporter of the business or nonprofit (37%).
On Facebook, the desire to receive discounts and special offers was also the top reason for “liking” a brand, but it was only cited by 41% of US Facebook users, a smaller percentage of respondents than those that subscribed to email lists for the same reason. Additionally, 25% of respondents said they “like” a business or nonprofit’s Facebook page because they want to show their support, and 22% said they wanted to also demonstrate their support to others on Facebook.
Both email and Facebook can be great ways to connect with customers and supporters of a business or nonprofit. Email lists have their benefits, including the ability to have a database of contact information of supporters or customers, but with Facebook, there is the added advantage that the consumer is publicly showing support via a social recommendation. A 2011 study from 8thBridge
found that consumers most often “like” a retailer on Facebook because they purchased a product and liked it; they then used Facebook to provide a straightforward recommendation for friends to see.It still holds that consumers want discounts and deals when they connect with a business or nonprofit via email or Facebook. But, especially as consumers live more of their lives on social networks, connecting to a business or nonprofit on Facebook is not only about promotions, but a way to show public support for preferred businesses and nonprofits.
Originally Posted on MarketingLand
Email and social media are pretty similar when it comes to what drives consumers to connect — or disconnect — with brands.
A new study from email provider Constant Contact and Chadwick Martin Bailey shows that the chance to get discounts and special offers is the primary reason that consumers “like” a Facebook page and why they subscribe to a company e-mail list.
The survey, conducted in late 2011, involved 1,481 adults in the U.S. who completed a 15-minute online questionnaire.
Fifty-eight percent of respondents said they subscribe to a company mailing list to get discounts and special offers, while 41 percent said that’s why they “like” a company’s Facebook page. In both cases, it was the number one reason consumers take those actions (see far right below).
The number two reason was also discount-driven — to “take part in a specific promotion.”
Altruism isn’t much of a factor for consumers — only 15 percent join a mailing list and 25 percent like a Facebook page because they want to support a company/organization that they like (see far left above).
Meanwhile, consumers also have similar reasons for both “unliking” a company on Facebook and leaving a mailing list: too much contact and irrelevant content.
“Too many emails” was listed as the top reason for abandoning a mailing list, while “the content is no longer relevant” was the number two reason. When it comes to unliking a company on Facebook, those same two things tied as the main reason.
The Constant Contact data shouldn’t be a surprise. About 18 months ago, a similar study from ExactTarget showed that discounts and promotions are the main reason why Facebook users “like” a company. And just about a year ago, a separate ExactTarget study also showed that too many posts was the main reason why fans stop following companies on Facebook.
Here’s the full set of slides with additional data from the Constant Contact survey.
10 Facts About Why and How Consumers "Like" and Subscribe
Originally Published on BtoBOnline
Waltham, Mass.—People sign up for email lists and engage with social sites for many of the same reasons, according to a study conducted by email marketing company Constant Contact.
According to “10 Facts About Why and How Consumers 'Like' and Subscribe,” the main reason for an email opt-in was to receive discounts and special offers, cited by 58% of respondents to an online poll in the fourth quarter of 2011, which garnered 1,481 respondents. That also was the top reason people “like” a company on Facebook, cited by 41%.
Taking part in a special promotion was the second most-cited reason people opt to receive email and “like” a company on Facebook; being a customer or supporter was No. 3 for both email and Facebook.
Originally Published on MarketingCharts
Developing strong relationships with consumers and writing strong subject lines appear to be the best ways to ensure email opens, according to [download page] March 2012 survey results from Chadwick Martin Bailey (CMB) and Constant Contact. When respondents were asked what makes them open an email from a business or nonprofit, the organization the email is from (64%) and the subject line (47%) were far more popular than other factors such as liking the offer (26%) or the first few lines of the body of the email (14%).At the same time, getting too many emails from an organization (45%) was the second-most common reason for deciding not to open emails, behind not being interested (61%).
Offers Inspire Likes and Subscribes
Although liking an offer was not a top factor given for opening emails, consumers are motivated by discounts and special offers. In fact, those with email accounts said that receiving discounts and special offers (58%) was the top reason for subscribing to emails from businesses or non-profits, while those with Facebook accounts also said this was the leading reason for liking a Facebook page (41%). Similarly, specific promotions drive opt-ins for both email subscribers (39%) and Facebook members (28%), slightly more important to both groups than being a customer or supporter of the business (37% and 28%, respectively).
According to a survey released in December 2011 by AYTM Market Research, 80% of consumers say that coupons, promotions, and discounts are their most preferred type of content to receive from brands
, ahead of brand news (8%), answers to questions (5%), how-to’s (5%), and interviews (2%).
Over-Communication Has Opposite Effect
Consumers appear to be quite clear on one topic: too many emails and notifications have an undesirable effect. When the CMB respondents were asked why they unsubscribe from an email list, too many emails topped the list of reasons given by those who have subscribed to an email list, cited by 69%. The same reason sat atop the list among Facebook likers, at 42%. An equal concern given by Facebook likers was the information no longer being relevant to them, which was the second-most important reason among email list subscribers (56%).
Results from an Upstream survey conducted by YouGov and released in February 2012 also shows overload being a major turn-off: data from that survey indicates that two-thirds of US and UK consumers would unsubscribe from a brand’s promotions
if they thought the messages they were receiving were too frequent.
About the Data:
- One-quarter of email list subscribers and 28% of Facebook likers responding to the CMB survey said they are more likely to opt-in to a local business than a national business. The majority reported having no preference (58% and 61%, respectively).
- Although laptops or desktops were the primary device used to access email for 84% of respondents, two-thirds of two-thirds of those under 30 use their smartphones or cell phones to access their email.
- Laptops or desktops (82%) are also the primary device used to access Facebook. More than half of those under 30 use their smartphones or cell phones to access the social network some of the time.
The CMB survey was conducted through the CMB Consumer Pulse and supported by Constant Contact. Data was collected from 1,481 consumers aged over 18 in the US through an online questionnaire fielded in Q4 2011.
Originally published on ZDNet
Summary: Marketers should remember this. Consumers subscribe to your e-mails lists to get discounts, promotions, and exclusive content. Facebook users Like your Pages to get discounts and promotions.
The reasons consumers Like your Facebook Page and the reasons they subscribe to your e-mail list are pretty similar. While you definitely can’t apply everything you know about e-mailing your customers, there is some overlap, especially when it comes to things you shouldn’t do.
The findings come from a new study conducted by market research firm Chadwick Martin Bailey and engagement marketing firm Constant Contact. They surveyed 1,481 U.S. consumers 18 and older in Q4 2011 using a 15-minute online questionnaire.
Here are the top 10 findings (from the PowerPoint presentation embedded above):
- Despite the widespread use of mobile devices, most people still primarily access e-mail from their computers.
- While 30% of consumers access Facebook from a mobile device some of the time, most still prefer their computers.
- Relationships with an organization and a strong subject line are key to getting e-mails opened.
- Marketers need to take advantage of best practices like not sending too much to cut through the clutter of e-mails.
- People sign up for e-mail lists to deepen their relationships with you and to get discounts, promotions, and exclusive content.
- Consumers primarily Like Pages for discounts and promotions.
- People opt-in to e-mail and Facebook for similar reasons.
- Over-emailing and irrelevant content are the top reasons people unsubscribe from mailing lists.
- Producing content that is no longer relevant to your audience and over-communicating drives both Unlikes and e-mail unsubscribes.
If you prefer the more visual version, here’s an infographic:
Originally Published on MediaBistro.com
By Lauren Dugan on November 30, 2011 12:10 PM
Facebook might be the bigger network, but several industries are betting on Twitter. According to Outreachr, 35 percent more websites in the travel, finance and motoring industries include Twitter on their contact pages than Facebook.
This datacomes from over 100,000 websites evaluated for their social integration in the month of October, 2011.
A full 54 percent of those websites examined included an external link to their Twitter feed, and only 35 percent linked to their Facebook page. These figures don’t include plugins for the respective social sites on areas other than the website’s contact page, which were common for both.
But, the research went on to show that approximately 40 percent of Facebook users will interact with a brand, and only 25 percent of Twitter users will do the same – which throws into question why webmasters are choosing Twitter over Facebook.
However, as a possible explanation, previous research by Chadwick Martin Bailey suggests that Twitter users (while perhaps not interacting with the brand directly in as high volume as Facebook users), are extremely likely to recommend that brand to their peers if they follow it. This word of mouth recommendation process is extremely valuable on the social web, as a friend or colleague’s recommendation is more likely to lead to a purchase than many other kinds of advertising.
In any case, the Outreachr data does show that social is popular for webmasters across several industries – even more popular than email now. On the contact pages for the websites examined, less than 20 percent displayed an email address, instead preferring to use a contact form or social media to connect with their visitors.
Originally posted on TheNextWeb.com
Going beyond the Like: How to maximize your follow through
It’s no secret that every brand under the sun is clamoring for red-hot social media channels packed full of loving fans that are hanging on your every word. After setting up the prerequisite Facebook and Twitter channels, the focus of this social media activity usually turns towards upping the numbers via likes and follows.All fine and dandy, but what happens next? Can you progress and elevate a social media campaign based on the simple strategy that more is better? Doubtful. If you’re not running or at least developing a parallel campaign of effective user interaction and real value, you’re simply spinning your wheels, something that newfound fans can smell a mile away. And these same fans are just as likely to click that Unlike button if you’re not delivering the goods – 55% of them, in fact.
So what’s a brand to do? Let’s take a step back and pretend that you’ve not even opened your social media channels yet. What should you be doing/thinking about? What compelling reason have you given Joe Average consumer to like your brand? And not just today, but over the long haul? You could go down the insider information route. You could play the exclusive discounts card. There might be some opportunities to let your fans interact on a global scale. All these factors, i.e. consumer behavior and preferences, should be considered carefully before diving into the “Like Us!” pool. If fans aren’t getting what they’re expecting…they’re out of there.According to “The Evolutions of Facebook Brand Fans” study published by DDB Worldwide and OpinionWay Research, the number one factor driving U.S. fans to unlike a brand’s Facebook page is “the information available was not interesting,” (46%). From a global perspective, the number one reason for unliking a brand was “the brand was no longer of interest to me,” (49%). Oddly enough, this same response only grabbed 39% of the U.S. market opinion.ExactTarget’s research has revealed many of the same results, adding further proof to the pudding. In their “The Social Breakup” report, the top three factors driving fans away from brands are:
- The company posted too frequently – 44%
- My wall was becoming too crowded with marketing posts – 43%
- The content became repetitive or boring over time – 38%
At the same time, 51% of respondents indicated that they expect brands to present them with marketing based messages, 40% said they do not expect marketing messages, and 9% didn’t know what to expect. Somehow the phrase, “You can’t be all things to all people,” is suddenly ringing a very large bell.The above examples illustrate that fans are truly a tricky bunch to pin down. So if 49% expect no marketing push, or have no idea what to expect, what exactly are they looking for? Constant Contact and Chadwick Martin Bailey set out to answer that very question. In their study of U.S. consumers and brand interaction, they found that 58% of consumers Like a brand on Facebook because they’re already a customer, or that they expect to receive discounts and promotions (57%).Now stop and think about your brand’s social media stream for a second. My guess is that you’re regularly sharing content that you believe is relevant to your community, as well as tossing in a healthy dose of marketing messages further promoting your product’s wares. Sound about right? When was the last time you ran a discount or special Facebook Fans only promotion? Tip: want to get a promo up and running in seconds? Have a look at WildFire.Now that’s not to say that adding some humorto your stream is completely invalid, nor are thought-provoking articles that give your consumers some insight as to the way you and your organization think. The message here is to avoid the danger of becoming siloed in your social media approach. What are your consumers really after? According to Constant Contact and Chadwick Martin Baily, they want discounts on products. But what to do with those other 43%?Businesses that have already established social media profiles will have an easier time of it from the get-go, but that doesn’t mean that the following principles can’t apply to all. To start delivering on what your consumer community wants:
- Ask them – a dead simple solution, but sometimes it’s all it takes. Never used that “Question” icon all the way to the right? It’s time to start. Find out what your customers want from you.
- Analyze them – Facebook’s been adding more and more features to their Insights tool; Take advantage of it. Similarly, reviewing data from stats packages such as TwentyFeet or Crowdbooster can provide a wealth of information as to what worked, what didn’t, and what was just downright awful.
- Survey them – A continuation of the Ask them proposition, if you’re driving traffic to your website or blog from your Facebook page, inserting a short survey based on incoming traffic from a social media URL can garner quite a bit of information when presented in the right way. Remember, they’re at your site to get to the rest of the content; don’t overwhelm them with a 50-question survey.
- Service them – If your brand page also deals with incoming customer service issues, chances are you’re going to follow-up with an email even if the issue was resolved via social media. Use this open communication channel to find out how a user’s social media experience could be enhanced and thus become more attractive.
Social media’s greatest strength can also be it’s greatest weakness. Consumers hungry to connect with their favorite brands will do just that. However, in an endless stream of brands, brands, and more brands, it’s easy to see why and how the term “Stream Fatigue” has come to prominence.Brands are constantly battling for user’s attention amongst the many other brands they’re following. Finding your sweet spot amongst not only your current fans, but those that you hope to welcome someday soon, is the delicate balance that all brand managers must find. But by putting a few analytics reviewing sessions in place, studying your existing consumer preferences data, and simply asking users what they want, you’ll be well on your way to a delivering a targeted, relevant social media strategy that can deliver well beyond the Like.
Originally posted in eMarketer
Fans will ‘like’ and share content, but will also ‘unlike’ a brand if they aren’t happy
Hoping to build engagement with their fans on Facebook, brands and companies chase after “likes.” But engagement means different things to different people, and consumers are open to several different ways to interact on the social site.
A January 2011 survey from Chadwick Martin Bailey and Constant Contact asked Facebook users who were fans of companies how they interact with brands on the site. Most (77%) read the content posted by a brand, but only 17% said they share information about the brand with others.
“The Evolution of Facebook Brand Fans” study, from DDB Worldwide and OpinionWay Research, went a little deeper. The survey, from July 2011, found that 83% of US Facebook users who have “liked” a brand have also clicked the “like” button for content published on a brand’s Facebook page. Worldwide, 80% had done the same. Other popular ways to engage included recommending friends also “like” the brand (60% in the US and 55% worldwide), taking information published by a brand and passing it to a friend (57% and 58%), posting content from a brand on a user’s wall (56% and 52%) and leaving comments on posts from the brand (53% and 50%).
Both of these studies show that Facebook users are engaged with companies’ brand pages and want to read content, share with friends and post brand content long after originally “liking” a page. But “unliking” is also a very real possibility. The DDB Worldwide and OpinionWay Research study also asked users why they might break up with a brand on Facebook.
Most of the responses related to the information brands provide, with 46% of both US and worldwide Facebook users saying they would unsubscribe from a brand page if the information was not interesting. Interestingly, worldwide users were more likely to unsubscribe if the brand itself was no longer of interest (49%), while US users were more sensitive if the brand posted information too often (46%).
Marketers know that building a Facebook page is not just about collecting “likes” but building relationships with these fans and getting them to share and discuss brand-related content. Fortunately, consumers are willing to do so if the content posted is relevant and interesting, and marketers can leverage that to keep pages growing.
Originally Published on AllFacebook
Brand managers should become big fans of Facebook fans, according to the results of a new study from Constant Contact and Chadwick Martin Bailey.
The companies analyzed the Facebook habits of 1,491 consumers 18 and older from across the United States, and it found that respondents were more likely to recommend brands to their friends after becoming fans themselves, and that they were more likely to purchase products or services from brands after becoming fans.
The study also found that Facebook is the preferred social platform for interacting with brands, topping Twitter and LinkedIn.
The 10 takeaways from the report, provided by Constant Contact and Chadwick Martin Bailey:
Consumers interact with their favorite brand on Facebook far more than other social networks;
56 percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook;
51 percent of consumers said they are more likely to buy a product since becoming a fan on Facebook;
52 percent of those who go online said that they spend at least one hour per week on Facebook;
76 percent of consumers said they have never “unliked” a brand on Facebook;
77 percent of consumers said they interact with brands on Facebook primarily through reading posts and news feeds;
78 percent of consumers who like brands on Facebook said they like fewer than 10 brands;
58 percent of consumers said they like a brand on Facebook because they are a customer;
45 percent of consumers said they spend most of their time on Facebook in the news feed; and
69 percent of consumers said they want to hear from some brands on Facebook more than others.
Elaborating further on the point mentioned above about Facebook being the preferred platform, it actually finished second, to “none of these,” which was the choice of 59 percent of respondents when asked how they interact with their favorite brands. Facebook was picked by 34 percent, followed by: online community forums or bulletin boards (9 percent), Twitter (4 percent), blogs (4 percent), other (2 percent), LinkedIn (1 percent), and Myspace (1 percent).
There was also a fairly even distribution when respondents were asked how many brands they liked on Facebook, with 33 percent saying one or two, 25 percent answering three or four, 20 percent saying 5-9, and 22 percent going with 10 or more.
When asked why they became fans of brands in the first place, 58 percent of respondents said they were already customers of the company, while 57 percent were eyeing discounts and promotions, 41 percent said they wanted to show support for and spread word about the brand, and 31 percent each answered that they wanted to be the first to get information, and that they wanted access to exclusive content.
Readers, how would you have answered some of the study’s questions about your Facebook behavior when it comes to brand pages?
Article by David Cohen.