Social Media Influencial in Food Decision

According to a new survey by eMarketer, social media influences purchasing decision when it comes to food:  36% bought a new brand after seeing a close friend’s recommendation, 30% after not so close friend recommended it, 20% after they saw products highly rated by users in their network and 17% after they read highly rated reviews from people they do not know

Leading Sources that Influence US Internet Users

In addition, the survey shows that when it comes to food, users are primarily sharing two thing: photos and recipes.

A May Blogher survey shows that recipes are one of the most sought-after pieces of food content online with 89% of internet users interested in food content going online for recipes.

Ina another survey, Allrecipes.com found that 65% of females who regularly used recipe sites bought branded ingredients called for in the recipes at least sometimes. 21% said they “usually” did this.

In yet another May survey, Compete found that food was by far the leading topic category for interactions on Pinterest leading to conversion.  25% overall had bought a product after discovering it on Pinterest, and surprisingly, considering Pinterest’s reputation as a female stronghold, 37% of male users were spurred to buy, compared to just 17% of female users.

US Female Bloggers* vs. Internet Users Who Go Online for Select Food-Related Content, May 2012

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Visual outperforms text when it comes to social media engagement

According to a new study from M Booth and  Simply Measured, visual content is not only taking over the digital and social media landscape, it’s also outperforming all other mediums when it comes to engagement!

  1. Videos are shared 12X more than links and text posts combined on Facebook
  2. Photos are liked 2X more than text posts on Facebook
  3. 48% of all Tumblr posts are photos.
  4. On YouTube, 100 million users are liking, sharing or commenting on videos every week.
  5. Pinterest refers more traffic than Twitter, StumbleUpon, LinkedIn, and Google+ combined
Graphics and videos drive engagement in social media

Reviews Are Key To Build Consumer Trust

Gaining consumer trust is an important issue for marketers seeking to ensure that they’re not scaring prospective customers away. In fact, a March to June survey of US adults conducted by About.com found that 84% of respondents felt that brands needed to prove themselves trustworthy before they would interact with them or other information sources. Moreover, the study found that there were 10 primary trust “elements,” or cues, that brands must establish in order to engender trust, including accuracy, expertise and transparency.

In a social media context, customers wanted to see that brands had a significant number of positive reviews, and that they didn’t go out of their way to hide the negative ones. The survey found that 41% of respondents said the ability to see reviews on social networks added to their feeling of trust in a brand. Reviews played a bigger role in cultivating trust than seeing that friends had “liked” or recommended a brand, or that the brand had accumulated a large tally of “likes.”

Video was found to improve trust the most when it served as a complement to other types of content. This ties back in to consumers’ hunger for useful information. Brands can build trust with potential customers by demonstrating expertise through quality owned content that is also devoid of a hard sales message.

Social Media In Fortune 100 Companies

The third annual Burson-Marsteller Global Social Media Check-Up analyzed the social media activity of Fortune Global 100 firms – which includes such luminaries as Ford, Sony, AT&T, Honda and Walmart – on Twitter, Facebook, YouTube, Google+ and Pinterest in February 2012. The survey discovered that 87 percent of these companies are active on at least one social media channel, with Twitter leading the way.

Since 2011, the average number of followers for a corporate Twitter account has almost tripled, from 5,076 to 14,709.

Perhaps surprisingly, YouTube finished second in the poll, with 79 percent of Fortune Global 100 corporates now using a branded YouTube channel, compared to just 57 percent in 2010.

Facebook placed third, with 74 percent of companies having an active Facebook Page. 93 percent of corporate Facebook Pages are updated at least weekly, and the average number of Likes per Page has increased by a heady 275 percent since 2010 to 156,646.

A little under half (48 percent) of firms are now using Google+. A quarter (25 percent) of these companies have Pinterest accounts.

Overall, Fortune Global 100 organizations have an average of 10.1 Twitter accounts, 10.4 Facebook Pages, 8.1 YouTube channels, 2.6 Google+ pages and 2.0 Pinterest accounts.

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Three Facts About Facebook Advertising

Buddy Media. has been helping advertisers succeed on Facebook, and the other major social networks, ever since. Today, close to 1,000 companies, including 8 of the world’s top 10 global brands, use Buddy Media to manage their Facebook advertising and social marketing programs.

This has given Buddy media a front-row seat to the social marketing game, and with it, access to a large set of aggregate data about the state of Facebook advertising and the the actual results they are seen are different from some of those cited in a story from The Wall Street Journal that mentions brand advertisers are souring on Facebook advertising.

The aggregate, quantifiable numbers, as well as knowledge of  brands’ ad spend, show the speed at which brand advertisers are investing into Facebook.

Companies that spent $1 million last year are spending $5 million this year. Companies that spent $10 million last year are upping spend to $25 million or more.

In the first quarter of 2011, our technology managed 3 billion social ad impressions. In the same period this year, we managed 127 billion impressions. That’s a 42-fold increase in just a year.

The Wall Street Journal quoted a brand manager at Kia Motors as evidence of advertisers’ “big doubt.” “The question with Facebook … is, ‘What are we getting for our dollars?’” asked Kia’s Michael Sprague.

To address Michael’s question–as well as any doubts about the state of Facebook’s advertising business–you need to understand three simple truths.

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Savvy Social Media Users Influence Peer Purchases

For consumers, the golden rule is “buyer beware.” For marketers, it should perhaps be: “beware of socially adept consumers.” New research indicates that consumers who have used social media for service wield far greater influence among their peers.

Specifically, they tell significantly more people about their service experiences, and say they’ would spend 21% more with companies that deliver great service — compared to 13% on average, according to the 2012 American Express “Global Customer Service Barometer.”

This relatively small group of consumers is extremely engaged and vocal, according to Jim Bush, EVP of World Service at American Express.

“They … tell three times as many people about positive service experiences compared to the general population,” he said of social media users. “Ultimately, getting service right with these social media-savvy consumers can help a business grow.”

Unfortunately for many marketers, the survey — conducted in the U.S. and 10 other countries — also reveals a sorry state of service in general.

Demystifying social media

As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways.

Executives certainly know what social media is. After all, if Facebook users constituted a country, it would be the world’s third largest, behind China and India. Executives can even claim to know what makes social media so potent: its ability to amplify word-of-mouth effects. Yet the vast majority of executives have no idea how to harness social media’s power. Companies diligently establish Twitter feeds and branded Facebook pages, but few have a deep understanding of exactly how social media interacts with consumers to expand product and brand recognition, drive sales and profitability, and engender loyalty.

We believe there are two interrelated reasons why social media remains an enigma wrapped in a riddle for many executives, particularly nonmarketers. The first is its seemingly nebulous nature. It’s no secret that consumers increasingly go online to discuss products and brands, seek advice, and offer guidance. Yet it’s often difficult to see where and how to influence these conversations, which take place across an ever-growing variety of platforms, among diverse and dispersed communities, and may occur either with lightning speed or over the course of months. Second, there’s no single measure of social media’s financial impact, and many companies find that it’s difficult to justify devoting significant resources—financial or human—to an activity whose precise effect remains unclear.

What we hope to do here is to demystify social media. We have identified its four primary functions—to monitor, respond, amplify, and lead consumer behavior—and linked them to the journey consumers undertake when making purchasing decisions. Being able to identify exactly how, when, and where social media influences consumers helps executives to craft marketing strategies that take advantage of social media’s unique ability to engage with customers. It should also help leaders develop, launch, and demonstrate the financial impact of social-media campaigns

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