Monthly Archives: March 2014

Twitter Increases TV Ad Effectiveness

Recently, we posted information on how twitter is not just increasing audience, but it’s user base is getting older. Today, we’ll delve into new research on how Twitter can increase the effectiveness of TV advertising

twitter_social_tv_thumbnail_01● Twitter users are less likely to change the channel during commercial breaks –
17% of all viewers who are not second-screening change the channel during commercial breaks. Just 13% of second screeners will switch away. Only 8% of Twitter users will flip the channel when commercials come on
● Twitter users have better ad recall –
Viewers who were second-screening had an ad recall of about 40%. Twitter users had an ad recall of 53%
● Twitter use also increased purchase intent –
Among viewers who were only watching TV, the average purchase intent is 16%
For people who were actively tweeting, purchase intent was 30%
● Twitter increases brand favorability –
There was an 18% lift in brand favorability with TV viewers who were tweeting vs. those who were just watching TV

Why is this Important?

Twitter can be an incredibly powerful tool to get your message out there. The combination of Twitter and TV is a true win win. By just adding hashtags to your TV commercial can create a 42% increase in twitter conversations about your ad. All this increased conversation about your ad and your message is peer to peer marketing that you don’t have to pay for. For more information on the how you can increase the volume of your marketing campaigns through the tactical use of social media – please contact:
Al Fiala

Source: Millward Brown; Symphony Advanced Media; emarketer


Women Increasing Their Social Time

Social activities are taking up more time in everyone’s lives. No matter if they are used for leisure, keeping up with friends, career networking or for shopping activities – people are spending more time on social sites. Woman, in particular those age 25-54, are becoming more social than in the recent past but they are reallocating the time amongst the sites they frequent.

shutterstock_85984642● Nearly 80% of women age 25-54 regularly visit FaceBook, 35% visit YouTube, 30% use Instagram, 22% use Twitter and 13% use Instagram
● 67% are spending more time now on Instagram than 6 months ago
● Nearly 50% are spending more time with Blogging platforms and Pinterest than 6 months ago
● Only 30% are spending more time on FaceBook

Why is this important?
Women are the main influencer when it comes to almost every major purchase. Women tend be read reviews and actively consider the opinion of peers when making purchasing decisions.
Because of the impact that social media can have on this tremendous buying power – you need to pay attention to where to they are socially visiting. While FaceBook may still be 800 pound gorilla, visual social presences like Pinterest and Instagram and Twitter can be an incredibly powerful tool to get your message out there. Blogs can add a personal touch to your marketing strategy in an engaging format. For more information on how to connect with your target audiences and keep you your message in the forefront, please contact:

Al Fiala

Source: SheKnows, Women’s Media Users Research; eMarketer

What Digital Strategies Affect Where Consumers Shop

Yesterday, we looked at the digital tools that influence buying new products and services. Today we’ll dive into the digital tools that influence where you shop.
influence● Reviews are the biggest influencer of where consumers spend their money. 40% of consumers said that a review had the biggest effect on the places they made purchases
● Emails ranked second at 35% – these emails could either be top of mind or coupon/discount focused
● 30% of consumers stated that social media was what moved to shop at one location vs. another
● More than one in four shoppers cited search engines and shopping apps as the most influential digital tool
● Mobile coupons and daily deal sites where other top digital tools what persuaded consumers where to shop

Why is this important?

Getting consumers to try your business the first time is tough, keeping them as loyal customers can be even tougher.
What are you doing to keep customers coming back?
There is a place for a loyally program for almost every business. The cost of keeping that customer shopping with you is far less than the cost of taking one from a competitor.
Don’t think of a discount from a loyalty program as a cost, think of it as an investment in your future success. Referral programs are another great way to reward loyalty. They don’t just increase your customer base, you’ve deployed an army of loyal customers to spread positive information about your business. When a friend recommends your business to a peer, they are now invested in your success. For more information about how to attract more consumers and ways to keep them coming back, please contact:

Al Fiala

Source: The Ryan Partnership

Digital Resources That Influence New Brand Shopping

There aren’t too many businesses that will tell you they have too many customers. Even if you’re overwhelmed today, you need to keep the pipeline of potential sales full for tomorrow. There will always be consumers who have never heard of your business, recruiting new patrons is something that you should strategize for. Today we’ll look at the digital tools consumers say move them to buy products or brands they never purchased before.
digitalserviceslargeNearly 30% of consumers indicated that Daily Deals sites were the most effective digital tool that influenced them to buy a product or brand they had not purchased in the past
● One in four consumers said product reviews swayed them to something new
● 23% said that a store’s social media presence moved them to make a new brand purchase
● 22% said emails from a brand or their social media presence were the main influencer
● One in six shoppers thought that shopping apps were the most effective new brand influencer

Why is this important?

Your business should always be in new customer acquisition mode. You can’t continually depend on just brand loyal customers to keep your registers ringing. While much of the flash regarding deal sights have faded, many consumers still rely on them and use them for new things to try. Deal sites have been especially beneficial to restaurants and personal service businesses such as dry cleaners and home services such as landscaping businesses.
Reviews will always be a big influencer on a person trying a new business or product. The more you can promote positive reviews the better. Never forget that your own social media page can draw new customers. Make sure that you are touting the value that consumers get from shopping with you or purchasing your product. Don’t just say you’re #1 or the very best at what you happen to do – tell consumers why. Focus on the things that matter – Saving them time and/or money, unbeatable service or an unforgettable experience. Even better, collect this information from existing customers and let them tell your story for you. It will be much more powerful. For more information on digitally attracting new customers, please contact:

Al Fiala

Source: The Ryan Partnership

Customer Service Becoming More Social

Customer service has always been a social interaction. Whether it meant calling a customer service number or writing a company, it’s always been about the interaction.
Today, the digital world has made it easier to for consumers to connect with companies and hopefully get issues solved. On the other hand, digital anonymity has created a whole other set of problems as well as how quickly one bad shopping experience can be spread throughout an entire peer group.
cs● 75% of companies say that customer service is integrated into their social media strategy
● Over 70% of companies said that social media has been part of their customer service strategy for at least 2 years
● One-third of companies said that social media has had a positive impact on their customer service interactions
● Nearly three-quarters of companies said that customers who contacted them through social media used wither Facebook or Twitter
● Nearly 60% of companies said that they reply to social customer service inquiries within 4 hours

Why is this important?

Social media is rapidly becoming a mobile first function – this will put an even bigger spotlight on social customer service. A bad shopping experience can be spread to an enormous amount of online friends and family at the drop of a hat. It also often happens while the bitter taste of the bad experience is still very fresh. A company’s rapid response and mitigation of the problem is essential to keeping your social reputation intact. Developing a set strategy can speed the time at which it takes to solve the issue. In today’s world, a 4 hour response time is much to long. Recent research shows that consumers expect a return phone call within 2 hours and a return email within an hour. Waiting 4 hours to start to resolve a customer service issue will most likely to be very satisfactory. The quicker you resolve the issue, the less damage that will be done. It may also result in the consumer spreading positive information about your business. For more information on the importance of a positive social reputation management, please contact:

Al Fiala

Source: Social Media Today

Twitter is Growing and Growing Up

As far as social media goes, Twitter is often thought of as the 140 character domain of the younger demographic.  The latest research shows that Twitter isn’t just poised for tremendous growth – its demographic base is starting to mature.

shutterstock_84444805●  Currently, there are an estimated 48.2 million Twitter users.  In the past two years Twitter use has grown by 33%

●  27% of social networkers and 15% of the total population are on Twitter

●  18-24 year olds are the dominant Twitter demographic currently

● By 2018, Twitter is estimated to grow to nearly 65 million users encompassing one-third of social networkers and 20% of the total population

● In the next 4 years Twitter growth among 35-44 years is expected to grow by 27%.  Growth is also expected among 44-55 year olds (29%), 55-64 year olds (27%) and adults 65+ (31%)

The growth in Twitter doesn’t just give your social media campaigns a larger audience to tag into, the increase in these important demos puts your message in front of groups that are traditionally better consumers and have more disposable incomes.

While social media is rapidly becoming a mobile first activity – Twitter was designed and deployed to be a mobile activity.  This gives you the opportunity to reach consumers while they
are on the go and making purchase decisions.  It also allows your customers to share your offers and their shopping experiences.  For more information on how to infuse more engagement into your marketing strategy, please contact:

Al Fiala

Source: eMarketer

The Power of Online Peers

Our last few posts have dealt with early adopters and social sharing.  Today, we’ll chronicle new research showing just how powerful the opinion of online friends and family are..

shutterstock_87124564●  Nearly half of all consumers will make a purchase based on the  product opinion of an online friend or family member. Nearly one in three are somewhat likely to make a purchase and one in six are fairly or very likely to buy

●  People with children are much more likely to make a purchase because of an online review or information that those without children

● Almost 30% of adults 18-34 are influenced to buy because of an online peer recommendation and more than 20% of consumes 35-44 are moved to make a purchase

● A friend’s online review is less likely to convince a high income individual ($100,000+) to make a purchase.  Over half of consumers in the $50,000 to $75,000 income level have bought something after reading a review from a friend or family member

No matter how much influence you believe you have over your customers, it doesn’t have close to the cache of an online friend of family member.  Think of your own life.
Aren’t you more likely to eat at a restaurant that a friend recommends?
How many movies have you gone to after family member tells you how bad it is?
Think of all the different things you to create the ripple of positive social sharing that turns into a wave of new customers.  Asking someone to “like” you on Facebook should not be the end all, be all of social sharing.  It is just the first step in creating a profitable social reputation.
For more information on how to incorporate social media into a winning marketing strategy, please contact:

Al Fiala

Source: eMarketer; TNS