London: Consumers that post a comment, view a video, play a game, or enter a competition on a brand’s social media page are on average 78% more likely to consider or make a purchase from the brand in future. This measured increase in consumer behaviour is the finding of a new research study out today from leading media agency, Starcom MediaVest Group, which also shows Twitter beats Facebook and YouTube as the most influential social media platform for brands.
The Social Media Behavioural Index™ (SMBI™) is the result of a study of the brand engagement of over 6,000 Twitter, Facebook and Youtube users across 29 blue chip brands. Six sectors were researched, including finance; food & drink, health & beauty; retailers; media & entertainment; and technology & telecommunications.
SMBI™ measures actions that indicate brand involvement and utilises existing data feeds easily available from social media publishers. Headline results include:
• 78% of users interacting with a brand on social media are likely to take a further brand action, such as visiting the website, or finding out more
• Video is proven to be the most popular content in social media, with 80% of users likely to take further action, followed by competitions on 68% and games on 59%
• The most engaging social media action revolves around commenting and sharing content
• Twitter consistently tops the poll of influence across all future brand actions, with those tweeting 89% more likely to consider purchase and 86% to prefer the brand
Jim Kite, strategic development director at Starcom MediaVest Group said: “Social media is the new shop floor. If consumers visit you, you’ve got them in the front door. If they ‘like’ you, they are talking to the shop assistant. But how you get them to the cash register is often the missing part. The Social Media Behavioural Index™ is the first measurement tool of its kind to help brands set-up and run social media campaigns specifically designed to influence consideration and purchase.”
Brands in the study include Heineken; Capital One; More Th>n; Coca-Cola; Gillette; Boots; Sainsbury’s; Dreams; Sky; Camelot; Samsung; Blackberry; and Honda.
Nick Hudson, head of marketing communications, Heineken UK said: "The research is helping us prioritise social media at Heineken UK. If you can't measure the effect of a media channel on brand performance then it is hard to argue its case for inclusion in the plan. The SMBI™ analysis is providing us with further justification for using social media platforms to connect with our consumers."
Cick the image above to view key findings from the Social Media Behavioural Index™:
The study was designed through the combined efforts of the social, digital, data, search and research teams at Starcom MediaVest Group. The results have been fed into a proprietary application to build, track, tweak and re-tweak social media activity.
About Starcom MediaVest Group
Starcom MediaVest Group (SMG) is a global leader in communications strategy, media buying and management, response media, internet and digital communications. SMG London operates as the EMEA Centre of Excellence, driving change across the media industry through investment in digital, content, social media, technology, data and research.
SMG’s purpose, as ‘The Human Experience Company’, is to transform human behaviour by creating uplifting, meaningful experiences in real time, enabling clients to forge a deeper connection with their consumers. SMG operates two separate agencies under the group banner –MediaVest and Starcom– each built around a distinct focus and expertise set, representing global brands such as Proctor & Gamble, Samsung and Honda.
SMG London picked up an Arquiva for the Kiss radio and Blackberry partnership this year and SMG was the most awarded global media agency at the Festival of Media Awards 2011, winning eight category awards and two commendations.
SMG is part of Publicis Groupe, the world’s second largest media counsel and buying group, the world’s third largest communications group and a global leader in digital communications. With global activities spanning more than 104 countries on five continents, the Groupe employs around 44,000 professionals. With sister agencies ZenithOptimedia, Denuo, Digitas and Razorfish, SMG is a member of Publicis Groupe's VivaKi, a global digital knowledge and resource centre that leverages the combined scale of the agencies to develop new services, tools and partnerships.
For more information, visit @SMG_London on Twitter, on LinkedIn and on emergingspaces.co.uk.
For more information, please contact Braben
smg@braben.co.uk
0207 025 8021
The Social Media Behavioural Index™ (SMBI™) is the result of a study of the brand engagement of over 6,000 Twitter, Facebook and Youtube users across 29 blue chip brands. Six sectors were researched, including finance; food & drink, health & beauty; retailers; media & entertainment; and technology & telecommunications.
SMBI™ measures actions that indicate brand involvement and utilises existing data feeds easily available from social media publishers. Headline results include:
• 78% of users interacting with a brand on social media are likely to take a further brand action, such as visiting the website, or finding out more
• Video is proven to be the most popular content in social media, with 80% of users likely to take further action, followed by competitions on 68% and games on 59%
• The most engaging social media action revolves around commenting and sharing content
• Twitter consistently tops the poll of influence across all future brand actions, with those tweeting 89% more likely to consider purchase and 86% to prefer the brand
Jim Kite, strategic development director at Starcom MediaVest Group said: “Social media is the new shop floor. If consumers visit you, you’ve got them in the front door. If they ‘like’ you, they are talking to the shop assistant. But how you get them to the cash register is often the missing part. The Social Media Behavioural Index™ is the first measurement tool of its kind to help brands set-up and run social media campaigns specifically designed to influence consideration and purchase.”
Brands in the study include Heineken; Capital One; More Th>n; Coca-Cola; Gillette; Boots; Sainsbury’s; Dreams; Sky; Camelot; Samsung; Blackberry; and Honda.
Nick Hudson, head of marketing communications, Heineken UK said: "The research is helping us prioritise social media at Heineken UK. If you can't measure the effect of a media channel on brand performance then it is hard to argue its case for inclusion in the plan. The SMBI™ analysis is providing us with further justification for using social media platforms to connect with our consumers."
Cick the image above to view key findings from the Social Media Behavioural Index™:
The study was designed through the combined efforts of the social, digital, data, search and research teams at Starcom MediaVest Group. The results have been fed into a proprietary application to build, track, tweak and re-tweak social media activity.
About Starcom MediaVest Group
Starcom MediaVest Group (SMG) is a global leader in communications strategy, media buying and management, response media, internet and digital communications. SMG London operates as the EMEA Centre of Excellence, driving change across the media industry through investment in digital, content, social media, technology, data and research.
SMG’s purpose, as ‘The Human Experience Company’, is to transform human behaviour by creating uplifting, meaningful experiences in real time, enabling clients to forge a deeper connection with their consumers. SMG operates two separate agencies under the group banner –MediaVest and Starcom– each built around a distinct focus and expertise set, representing global brands such as Proctor & Gamble, Samsung and Honda.
SMG London picked up an Arquiva for the Kiss radio and Blackberry partnership this year and SMG was the most awarded global media agency at the Festival of Media Awards 2011, winning eight category awards and two commendations.
SMG is part of Publicis Groupe, the world’s second largest media counsel and buying group, the world’s third largest communications group and a global leader in digital communications. With global activities spanning more than 104 countries on five continents, the Groupe employs around 44,000 professionals. With sister agencies ZenithOptimedia, Denuo, Digitas and Razorfish, SMG is a member of Publicis Groupe's VivaKi, a global digital knowledge and resource centre that leverages the combined scale of the agencies to develop new services, tools and partnerships.
For more information, visit @SMG_London on Twitter, on LinkedIn and on emergingspaces.co.uk.
For more information, please contact Braben
smg@braben.co.uk
0207 025 8021