Consumer research on the impact of brand-initiated social media activity

July 2013

The IAB Social Media Council wanted to:

Demonstrate the effectiveness of social media at all levels of the purchase funnel and show ROI

3

Social Media Council

&
Matched sample of category buyers from research panel 800 interviews

3

FMCG Partner brands

Weekly survey invites included in brand feeds 4,508 interviews

10-minute survey on brand funnel for 8week period 20 Feb – 15 Apr

Data provided by brands on investment, spend & reach (incl. Facebook MMM data)

4

Each of the brands had very specific objectives for their social media campaigns:

To influence product trial & increase brand sentiment

To appeal to a new demographic of  ‘urban foodies’

To highlight new products and drive purchase offline and through their online store

5

And all 3 brands were reaching out to a different audience to general category buyers

39%
NOT EXPOSED TO ANY OF THE 3 BRANDS ON SOCIAL MEDIA

61%

Avg.

46 39

88%

15% 19% 7%

yrs old

33% 47%

16%
ALL BRAND FOLLOWERS

84% Avg.

98%

28%

yrs old

49%
56%

19%
20%

7
Q1, Q44, Q47 Base: All respondents Control (802), Exposed (4,508)

Our model uses a

simple linear regression approach

Purchase funnel

YES

NO

Exposure to social media

All links between purchase funnel and exposure to social media in this report have been proved to be statistically significant
10

Those  exposed  to  brands’  social  media  rate  significantly   higher across all steps of the purchase funnel

Uplift

+6%

+23%

+38%

+38%

+29%

+35%

92

98 91 68 85 90 79 83

%  ‘yes’

54 47 41

55

Prompted awareness

Consideration

Buy now

Buy more often in future

Product trial

Recommendation

Not Exposed to Social Media

Exposed to Social Media

11
Base: All respondents Control (802), Exposed (4,508)

*uplifts shown are statistically significant

This observed difference is greatest for the softer measure of brand sentiment – an effect seen across all 3 brands

+22%
loving the brand

+17%
loving the brand

+19%
loving the brand

Brand Sentiment among brand buyers (% 10/10 positive towards brand)
14
Base: All buyers of the brands Control: Heinz (422), Kettle (192), Twinings (228) Exposed: Heinz (1,865), Kettle (542), Twinings (1,413)

Comparing the effect on likelihood to recommend by levels of engagement its clear we must value the views!

Engaged

1

Viewing + liking a post had the
biggest uplift

Viewed

2

Viewing alone had the next
biggest effect

Exposed

3

Competitions have less effect, but
are valuable in growing the audience

Not exposed

18
Base: All buyers of the brands exposed to brands on social media Exposed: Viewed (1,088), Viewed + Liked (137)

For every

£1
invested by our brands in social media,

£3.34
of additional sales generated

36

What’s  the  role of social? Use social to enrich the conversation around product trial and brand loyalty

Where social can work for your brand:
Awareness Purchase intent Sentiment

Use alongside other mass-reach media. E.g. to support TV

Leverage social to increase likelihood to trial and to buy

Leverage emotional strength of social to enhance sentiment

8%

more trialling new products

11% more brand advocates
38

Use social media for a short-term boost to awareness & purchase intent and as a longer term cost-effective insurance policy for offline media investment

39

Get back to basics - Value the views!

 Focus

on frequency - use daily relevant posts that consumers want to see and share paid-for to promote organically popular posts

 Use

Don’t  get in the way of your fans!!
40

Create content that people want to view & share


Use competitions that relate directly to products
Focus on frequency - it’s  relevant  daily  posts  that   consumers want Don’t  be  afraid  to  use  attractive product shots

41

Think ROI at all stages of your campaign strategy

 

Define clear objectives Set relevant  KPI’s  and measure against them Create benchmarks and work out the executions that work best Set monetary values to use in ROI calculations – e.g. loyal fans, recommendations

42

For more information contact:

Kristin Brewe
Director of Marketing & Communications

Ian Ralph
Director

Hannah Bewley
Senior Research Manager The Internet Advertising Bureau  +44 (0) 2070 506969  Kristin@iabuk.net/ Hannah@iabuk.net  www.iabuk.net a Creston Insight company  +44 (0) 1962 835414  iralph@marketing-sciences.com  www.marketing-sciences.com

With thanks to:

43

Sign up to vote on this title
UsefulNot useful