The New Discovery Tool - Social!

Social Discovery

I no longer see social as an outbound platform rather an inbound platform. Why? With organic numbers depleting us as marketers have to become much more strategic in the way that we use social for our brands. Some tactics remain the same such as highly relevant quality content, creatively capturing images and videos that are share-worthy and thumb stopping. But this can not be possible without first understanding how users now interact with social.

  1. What are consumer behaviors on Social Media?

  2. What pushes them to visit and engage with a company page on Social Media?

  3. What role does Social Media play within the consumer lifecycle?

Let's break these three questions down.

  1. What are consumer behaviors on Social Media?

Social Reach

We now have to think regarding how a brand can use social to interact with its customers, not the other way around. You should not expect them to come to you. Instead, you should go to them.

Facebook

  • 2 billion monthly active users

  • 30% of retail shoppers who recently made a purchase discovered a new product on Facebook

  • Millennials and Gen X are more likely to share content on Facebook

  • 77% make over 75K a year

  • Content is mostly consumed on Mobile devices

Instagram

  • 800 Million active monthly users

  • 53% of teens discover new products on Instagram

  • 53% of users follow brand accounts

  • 31% make over 75K a year

  • Content is mostly consumed on Mobile devices.

Twitter

  • 317 Million monthly active users

  • 29% of users have degrees

  • 79% of users retweet

  • 84% use Twitter to find coupons and reviews

  • 30% make over 75K a year

  • Content is mostly consumed on Mobile devices.

Pinterest

  • 200 Million active users

  • 80% of millennials use Pinterest for purchasing decisions

  • 60% of users have children under 5

  • 40% of users are men and are the largest growing segment

  • 35% make over 75K a year

  • Content is mostly consumed on Mobile devices.

2. What pushes consumers to visit and engage with a company page on Social Media?

Before you can answer that question, you must first know if your audience demands social interactions within your industry and if this is the norm? Brands have to be more selective with what they are putting out. With the decrease in organic reach measuring social ROI is directly dependent on your advertisement budget and the appropriate KPIs (key performing indicators). With the correct strategy, you can measure the long-term effects of your social objectives and there impact on the advocacy of your brand.

When creating your editorial content for the month map out the impact that you expect to have. Determine if your goal is brand awareness such as reach or engagement or performance based such as clicks or leads. Once these are clear, you can move on to the role that social plays within your consumer's lifecycle.

3. What role does social play within the consumer lifecycle?

Now that you understand how your customers behave on social and why you can begin to understand the specific touch-points you need to address while they are on your social media pages. We often use social media at the awareness stage or top of the funnel engagement. I myself was guilty of this. Now I incorporate social throughout the phases and move them down the funnel throughout the customer's journey.

While audiences explore and discover brands on social, they also buy and review goods. With the right strategy, you can achieve business objectives by lowering your cost per acquisition. This approach requires a different mindset and calls for a harmonistic approach that aligns with your overall digital ecosystem.


Resources

  • www.spredfast.com/social-media-tips/social-media-demographics-current

  • www.emarketer.com

  • www.forrester.com/report/Mine+The+Emotions+Behind+Your+Consumers+Social+Media+Behaviors