S-Net: A Study in Social Media Usage & Behavior Category Reports

AUGUST 2011

Table of Contents
1 3 4 5 7 8 9 11 12 13 15 16 17 19 20 21 23 24 25 27
Marketing Implications Alcoholic Beverages Apparel Appliances Automotive Education Electronics Entertainment Financial Services Food Household Magazines/Newspapers Non-Alcoholic Beverages Personal Care Healthcare/Pharmaceutical Restaurants Sports-Related Telecommunications Travel About Performics

2011 All rights reserved. Performics. Proprietary and Confidential.

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.

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 Apparel Appliances Automotive Education Electronics Entertainment Financial Services Food Healthcare/Pharmaceutical Household Magazines/Newspapers Non-Alcoholic Beverages Personal Care Restaurants Sports-Related Telecommunications Travel

What this Means for Marketers:

Social networkers crave participation with the companies or brands they like/follow so its 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

52%

strongly or somewhat agree that voicing opinions on social networking sites can influence business decisions of companies/brands

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 Discussion topics:
Makes me feel connected to others with similar interests Sales announcements A friend recommended I become a fan New product announcements

36% - express satisfaction with a purchase 25% - compare prices 18% - give advice
Reasons for liking/following:

13% 15% 15% 16% 18% 18%

49% - loyal customers of the brand 26% - coupons/discounts 23% - identify with the brand
Desired brand interaction:

My friends are fans Makes me feel like a valued customer

34% - coupons 29% - notifications of sales or deals 26% - information about contests
or sweepstakes

I really identify with the brand/retailer

23%

Social Chatter: Customers Talk, Do You Listen?

Coupons/discounts

26%

I am loyal customer of the brand

49%

Reasons for Liking/Following an Alcoholic Beverage Brand

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 Discussion topics:
To connect with customer service To talk about where to purchase offline To express disappointment about a purchase or company/brand To talk about where to purchase online

11% 16% 18% 20% 21% 21% 23%

45% - compare prices 42% - compare products 40% - express satisfaction with a purchase
Reasons for liking/following:

53% - coupons/discounts 48% - sales announcement 45% - loyal customers of the brand
Desired brand interaction:

To provide feedback to a company/brand

43% - coupons 41% - notifications of sales or deals 26% - offers to win points or online

To give advice

currency redeemable for products

To get advice on what to purchase

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%

Discussion Topics on Apparel Brands Social Networks

Social Chatter: Customers Talk, Do You Listen?

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 Discussion topics:
Like/Follow a Brand to Get Advice on Purchase
Fin al th es eh m En uc ca an /N Spo ic m Fo ci te at A Re old Be ew re El rts B un al od pp rta io ec /P Pr -R st ve eve A ic sp Se na lia au in od Br ha el pp tro at ra Tr ap ra rv m A C an at l In n r io uc rm ge ni ar ic ut ge PG av en er ed an ns ds cs ces st es el el o ts a s t s s t .

46% - get advice on what to purchase 39% - compare prices 37% - express satisfaction with a purchase
Reasons for liking/following:

46% 42% 39% 34% 33% 33% 31% 30% 28% 28% 26% 25% 24% 23% 22% 21% 19% 17%

Desired brand interaction:

43% - coupons 36% - offers to win points or online 36% - notifications of sales or deals

Social Chatter: Customers Talk, Do You Listen?

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37% - loyal customers of the brand 32% - new product announcements 32% - sales announcements

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53%

said products, services or companies should communicate with fans on social networking sites at least once per week

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 Discussion topics: Like/Follow Because They Feel Connected to Others with Similar Interests
es m or /Ne Re te A so cia El Ho un Ed ts pp rta w st n l A ic ec Ph u sp au uc -Re er er pp inm lia tro al C Ser at Tr ap la ag seh A Fo ra ag ar vi nc av ati io ni ar ar ut te m en ce ol nt od er on es ns es es cs el el o e d d a s s t s

42% - compare prices 38% - express satisfaction with a purchase 33% - get advice on what to purchase
Reasons for liking/following:

28% 27% 25% 21% 20% 20% 17% 17% 16% 15% 13% 13% 13% 13% 13% 13% 9% 9%

42% - loyal customers of the brand 35% - coupons/discounts 32% - identify with the brand
Desired brand interaction:

ag M C Te N on -

48% - coupons 43% - notifications of sales or deals 42% - information about contests
or sweepstakes

Social Chatter: Customers Talk, Do You Listen?

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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 Discussion topics: Like/Follow Because They Want Information Relevant to Lifestyle
a Sp m nc or te A Be ew Re re El un ia Ed t pp rta st na ve /P A ve ic l Se s-Re us sp au ect u lia in at ra ha Tr ro ap ra pp rv la m A cat Fo l Ca eh ra av nc io ge rm ni ic ut ge ar te en nt io er od ns re old es cs es el el o d a n s s s s t

33% - give advice 28% - get advice 26% - compare prices

Reasons for liking/following:

45% 39% 39% 34% 28% 26% 26% 25% 24% 23% 22% 21% 21% 20% 20% 19% 18% 16%

Desired brand interaction:

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56% - coupons 48% - information about contests

or sweepstakes

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Social Chatter: Customers Talk, Do You Listen?

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48% - notifications of sales or special deals

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34% - loyal customers of the brand 29% - friends are fans 28% - identify with the brand

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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 Discussion topics: Give Advice on Social Networks
Fi al Ed om th /P eh Sp nan En uc ca /N er ol m Fo R te at A so Be ew re orts cia d Be un od es rta io Elec na pp /P lS Pr -R ta ve A ve ic sp na in od er Br ha el pp t ur l C lia at ra Tr ra A l In ron nc an ap av io uc me rm ate vic ge ar an ar ut ge er ic ns ds es st nt es ts el el o e ts d a s s s s .

46% - compare prices 46% - express satisfaction with a purchase,

brand or retailer

39% 33% 32% 31% 31% 29% 28% 27% 26% 25% 25% 24% 24% 23% 23% 21% 18% 14%

26% - get advice on what to purchase

Reasons for liking/following:

47% - loyal customers of the brand 42% - coupons/discounts 39% - sales announcements
Desired brand interaction:

43% - notifications of sales or special deals

Social Chatter: Customers Talk, Do You Listen?

M N

ag a on -A A

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48% - coupons 43% - offers to win points

or online currency redeemable for products

PG

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31%

purchase more from companies/brands that they like/ follow over other brands/companies

Facebook Fans & Twitter Followers Most Drawn to Entertainment Brands

37% 74% who purchase entertainment products discuss them on social networks

22% have purchased as a result of content on a social network Discussion topics: Brands Followed on Twitter

E E Re nte Re nte El r r st st e A au taiAp ect au tain pp ctro nmp ro m Fo Fo ra ra ni ni ar ear en nt nt od od cs cs nte el s s t l

46%

36% 35% 35% 37% 36% 35% 35% 46%

48% - express satisfaction with a purchase,

brand or retailer

26% 26% - sales or specials

- compare prices

Reasons for liking/following:

42% - coupons/discounts 33% - loyal customer of the brand 33% - new product announcements
Desired brand interaction:

Brands Liked on Facebook

En Re te E te rta rta le st st ec A A ct au au in r in pp pp tro mon m Fo Fo ra ra ni ar ar enic en nt nt od od cs el el s s s t t

36% - coupons 35% - notifications of sales or special deals 34% - information about contests
or sweepstakes

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46% 41% 40% 35% 29% 46% 41% 40% 35% 29%

Social Chatter: Customers Talk, Do You Listen?

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Financial Service Followers Connect to Customer Service

66% who purchase financial services products discuss them on social networks 17% have purchased as a result of content on a social network Discussion topics: Like/Follow a Brand to Connect with Customer Service
M ag -A Te C Ho az lc le PG oh oh Fin al us in co Ed th es /P eh ol ol an Sp m En uc ca /N ic er ic ol m Fo or ci Re te at A so Be re d El Be un al ts od pp ew st io na rta /P Pr -R ve A ve ic sp ect Se au na lia od Br ha el pp l C inm at ra Tr ro ap r r A ra an at l In nc av io uc rm ge ag ni ar ar ut vic en nt er ed ns ds es es cs st es el el o e ts a s s s t .

42% - compare prices 39% - get advice on what to purchase 33% - find out where to purchase online
Reasons for liking/following:

30% 26% 22% 17% 16% 15% 13% 11% 11% 11% 10% 9% 9% 9% 9% 9% 6% 6%

38% - loyal customer of the brand 33% - new product announcements 32% - makes them feel like a valued customer
Desired brand interaction:

39% - coupons 38% - offers to win points for products

or prizes

35% - information about contests

or sweepstakes

Social Chatter: Customers Talk, Do You Listen?

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Food Brands Use Coupons & Discounts to Connect With Social Networkers
47% who purchase food products discuss them on social networks 21% have purchased as a result of content on a social network Discussion topics:
A friend recommended I become a fan Makes me feel connected to others with similar interests My friends are fans I really identify with the brand Makes me feel like a valued customer

11% 13% 13% 18% 22% 30% 31%

53% - express satisfaction with a purchase,

brand or retailer

38% - sales or specials 35% - compare prices

Reasons for liking/following:

63% - coupons and discounts 45% - loyal customer of the brand 31% - sales announcements
Desired brand interaction:

New product announcements

Sales announcements

48% - coupons 40% - notification of sales or specials 31% - information about contests
or sweepstakes

I am loyal customer of the brand

45%

Social Chatter: Customers Talk, Do You Listen?

Coupons/discounts

63%

Reasons for Liking/Following Food Brand

13

50% 50%

get and

give advice about products/services, companies or brands on social networking sites

Coupons & Discounts Draw People to Household Brands Social Networks

28% who purchase household products discuss them on social networks 13% have purchased as a result of content on a social network Discussion topics:
Makes me feel connected to others with similar interest

13% 13% 14% 22% 26% 30%

53% - express satisfaction with a purchase,

brand or retailer

My friends are fans A friend recommended I become a fan I really identify with the brand Makes me feel like a valued customer

40% - talk about sales or specials 35% - compare prices

Reasons for liking/following:

65% - coupons 38% - new product announcements 35% - loyal customer of the brand
Desired brand interaction:

Sales announcements

I am loyal customer of the brand

35%

46% - coupons 39% - notification of sales or specials 31% - offers to win points or online currency
redeemable for products or prizes

New product announcements

38%

Social Chatter: Customers Talk, Do You Listen?

Reasons for Liking/Following a Household Brand

Coupons/discounts

65%

15

Social Networkers Personally Identify with Magazine/Newspaper Brands

48% who purchase magazines/newspapers products discuss them on social networks 17% have purchased as a result of content on a social network

Discussion topics:

Like/Follow a Brand Because They Identify with Brand

in es or /Ne ts w -R sp el a A at ut ed per o

28% - sales or specials 28% - express satisfaction with a purchase,

brand, or retailer

37% 36% 32% 29% 28% 28% 26% 26% 25% 25% 24% 24% 23% 22% 22% 22% 18% 13%

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Reasons for liking/following:

44% - loyal customers of the brand 37% - identify with the brand 34% - coupons/discounts
Desired brand interaction:

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Social Chatter: Customers Talk, Do You Listen?

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46% 39% - notification of sales or specials 31% - offers to win points or online currency
- coupons redeemable for products or prizes

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m A Be Re El Be ter un cia ec Edu pp ve sta ve tai ic l Se nm tro ca lia u a ra T eh pp r rv ar F C ge ran tio ar ag tio nc rav m oo PG nic ol ns ice es es ent ts el el d d a n s s s Ho us A

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27% - provide feedback to a company

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Loyal Customers Express Satisfaction to Non-Alcoholic Beverage Brands

27% who purchase non-alcoholic beverages products discuss them on social networks 8% have purchased as a result of content on a social network

Discussion topics:

To talk about where to purchase online 5% To connect with customer service To talk about where to purchase offline To give advice To express disappointment about a purchase or company/brand To get advice on what to purchase

48% - express satisfaction with a purchase,

brand or retailer

9%

12% 14% 18% 19%

30% - compare prices 24% - sales or specials

Reasons for liking/following:

55% - loyal customers of the brand 51% - coupons/discounts 29% - sales announcements
Desired brand interaction:

To provide feedback to a company/brand

23%

redeemable for products or prizes

Social Chatter: Customers Talk, Do You Listen?

To compare prices

30%

To express satisfaction with a purchase, brand or retailer

48%

Discussion Topics on Non-Alcoholic Beverages Social Networks

38% - coupons 32% - notification of sales or specials 27% - offers to win points or online currency

To talk about sales or specials

24%

17

24%

have made a purchase directly as a result of something posted on a social network

Personal Care Product Brands Entice with Coupons & Discounts

31% who purchase personal care products discuss them on social networks 13% have purchased as a result of content on a social network Discussion topics: Like/Follow Because They Want Coupons/Discounts
on -A He C az lc lc le PG oh oh Fin al in co th es /P ol ol an Sp m En ca /N ic er ic m or ci Re te A so Be ew re El Ho Be un Ed al ts pp rta st ec na -R ve A ve us sp Se au /Ph uc lia ica in el pp tro lC ra Tr eh ap ra rv ar m A at Fo ra tio av ge nc ni ar ar ic ut ate ge m en ol nt io er od ns es cs es el el o e d a d n s s s s t

48% - express satisfaction with a purchase,

brand or retailer

67% 65% 63% 58% 55% 53% 53% 50% 42% 42% 37% 35% 34% 33% 31% 26% 24% 18%

45% - sales or specials 43% - compare prices

Reasons for liking/following:

67% - coupons/discounts 43% - sales announcements 41% - new products announcements

Desired brand interaction:

43% - coupons 36% - notification of sales or specials 31% - offers to win points or online currency
redeemable for products or prizes

Social Chatter: Customers Talk, Do You Listen?

Te

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19

Pharmaceutical Brands Use Coupons & Discounts to Connect

32% who purchase pharmaceutical products discuss them on social networks 10% have purchased as a result of content on a social network Discussion topics:
Makes me feel connected to others with similar interests I really identify with the brand A friend recommended I become a fan Makes me feel like a valued customer I am loyal customer of the brand

9% 13% 18% 22% 22% 24% 27%

38% - express satisfaction with a purchase,

brand or retailer

34% - get advice about what to purchase 32% - compare prices

Reasons for liking/following:

58% - coupons/discounts 30% - sales announcements 27% - new products announcements

Desired brand interaction:

My friends are fans

35% - coupons 30% - offers to win points or online currency

redeemable for products or prizes or sweepstakes contests

New product announcements

Sales announcements

30%

Social Chatter: Customers Talk, Do You Listen?

Coupons/discounts

58%

Reasons for Following/Liking Pharmaceutical Companies

30% - information about

20

Restaurant Goers Express Brand & Experience Satisfaction

57% who purchase from restaurants discuss them on social networks 30% have purchased as a result of content on a social network Discussion topics:
To talk about where to purchase online To connect with customer service To talk about where to purchase offline To give advice To express disappointment about a purchase or company/brand To provide feedback to a company/brand To get advice on what to purchase To talk about sales or specials

60% - express satisfaction with a purchase,

brand or retailer

15% 23% 25% 26% 26% 32% 32%

10% 11%

32% - compare prices 32% - sales or specials

Reasons for liking/following:

55% - coupons/discounts 52% - loyal customer of the brand 32% - sales announcements
Desired brand interaction:

49% - coupons 42% - getting notification of sales or

special deals

To compare prices

38% - offers to win points or online currency

redeemable for products or prizes

To express satisfaction with a purchase, brand or retailer

60%

Discuss Topics on Restaurant Brand Social Networks

Social Chatter: Customers Talk, Do You Listen?

21

60%

are at least somewhat likely to take action when a friend posts something about a product/service, company or brand

Sports-Related Social Networks Influence Product Purchases

79% who purchase sports-related products discuss them on social networks 32% have purchased as a result of content on a social network Discussion topics: Buy Because of Something Posted on a Social Network
M a Te lc gaz le PG oh oh Fin in co lth es /P ol ol an Sp m En ca /N ic er ic m or ci Re te A Be ew re Be un Ed al ts pp Ho son rta Ele st /P ve A ve ic us ct sp Se au -Re al uc lia in ha pp at ra Tr ro eh ap ra r C la m A at Fo ra nc av rm ge ni ar vic ar ut ge te en ol nt io od ion er es cs es el el o e a d d n s s s s s t

33% - compare prices 32% - express satisfaction with a purchase 32% - give advice
Reasons for liking/following:

32% 30% 29% 22% 22% 21% 21% 21% 17% 17% 17% 17% 15% 13% 13% 12% 10% 8%

42% - loyal customer of the brand 37% - coupons/discounts 32% - new product announcements
Desired brand interaction:

42% - loyal customer of the brand 37% - coupons/discounts 32% - new product announcements
Social Chatter: Customers Talk, Do You Listen?

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Telecommunication Brands Draw in Customers Who Express Satisfaction

57% who purchase telecom products discuss them on social networks 21% have purchased as a result of content on a social network Discussion topics:
To connect with customer service To talk about where to purchase online To talk about where to purchase offline To give advice To provide feedback to a company/brand To express disappointment about a purchase or company/brand To get advice on what to purchase

17% 17% 18% 24% 25% 28% 33% 35%

50% - express satisfaction with a purchase 39% - compare prices 35% - sales or specials
Reasons for liking/following:

51% 40% - new product announcements 36% - sales announcements

- loyal customer of the brand

Desired brand interaction:

redeemable for products or prizes

To compare prices

39%

Social Chatter: Customers Talk, Do You Listen?

To express satisfaction with a purchase, brand or retailer

50%

Discussion Topics on Telecommunication Brand Social Networks

43% - coupons 38% - notification of sales or special deals 37% - offers to win points or online currency

To talk about sales or specials

24

Travel Brand Social Networkers Expect Coupons & Discounts

57% who purchase travel products discuss them on social networks 17% have purchased as a result of content on a social network Discussion topics:
A friend recommended I become a fan My friends are fans Makes me feel connected to others with similar interests Makes me feel like a valued customer I really identify with the brand New product announcements

14% 15% 20% 20% 29% 29%

43% - compare prices 41% - express satisfaction with a purchase 39% - sales or specials
Reasons for liking/following:

53% - coupons/discounts 48% - sales announcements 44% - loyal customers of the brand
Desired brand interaction:

53% - coupons/discounts 48% - sales announcements 44% - loyal customers of the brand
Social Chatter: Customers Talk, Do You Listen?

I am loyal customer of the brand

44%

Sales announcements

48%

Coupons/discounts

53%

Reasons To like/Follow a Travel brand

25

59% 56%

use social networks to compare prices

do so to talk about sales or specials

About the Study

S-Net (The Impact of Social Media), a report from ROI Research Inc., sponsored by Performics, used a 30-minute online survey to collect responses in April 2011 from 2,997 people who access at least one social network regularly. The objective of this study was to determine how various segments of people use social networks in their daily lives, specifically with regard to the purchase process for different types of products and in relation to other media channels.

About Performics
Performics is the first global performance marketing company partnering with marketers to make smart marketing decisions that improve ROI. Founded in 1998, our performance specialists are certified experts in search, affiliate & feeds, and social & display channels across all screens. Performics, headquartered in Chicago with presence in 14 countries and regional hubs in London, Paris, and Singapore, is part of Publicis Groupe -- the worlds third largest communications group and top global search spender. Connect with us: www.performics.com | blog.performics.com | facebook | @performics

About ROI Research

ROI Research Inc. is a leader in consumer insights and multi-channel consumer behaviors. Since 2002, ROI has provided its clients with data-driven marketing strategies that optimize marketers ability to communicate with consumers for acquisition targeting, viral propagation and to drive consumers deeper into the engagement funnel. ROI leverages a number of proprietary tools and technologies to gain an in-depth understanding of consumer attitudes and behaviors, then works closely with its clients to develop, implement and measure the effect of strategic marketing initiatives. Top businesses that rely on ROI Research for marketing insights include: Microsoft, Google, Epsilon and Genentech. For more information, please visit www.roiresearch.com.

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