what social media analytics can't tell you about your customers

W H AT

SOCIAL MEDIA ANALYTICS C A N ’ T T E L L Y O U

ABOUT YOUR CUSTOMERS COMPANIES DON’T KNOW IT YET , BUT THERE IS A GAPING HOLE IN

THE B IG DATA THEY ARE US ING TO ANALYZE CUSTOMER BEHAVIOR.

V IS ION CRIT ICAL IDENT IF IED F IVE S IGNIF ICANT BL IND SPOTS

IN SOCIAL MEDIA ANALYT ICS

A U D I E N C EU P D AT E S

1 0 % D A B B L E R S

5 % L U R K E R S

1 9 %

5 2 %

D O Y O U N E E D T O PUMP UP THE VOLUME O N Y O U R INVIS IBLE AUDIENCE?

O N LY 2 9 %

OF YOUR AUDIENCE ARE ENTHUSIASTS

8 5 % OF UPDATES COME

FROM ENTHUSIASTS

SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .

H O W T O B E A C U S T O M E R - C E N T R I C C O M PA N YCompanies can only become truly customer-centric when they fully understand

their customers. Find out how your company can combine social media analytics with

other sources of customer intelligence by reading our free report.

SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .

W H O Y O U R C U S T O M E R S A R E

62 %69 %

76 %

53 %57 %

65 %

53 %52 %

53 %

18 %21 %

21 %

DOCUMENTARIES

FOOD SHOWS

FASHION AND L IFESTYLE

DIY/HOME IMPROVEMENT

SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .

H O W T O M A R K E T A N D S E L L T O Y O U R C U S T O M E R S

Enthusiasts have distinct media habits, so social media analytics don’t offer the

insight you need to drive your marketing or advertising decisions.

WHAT TYPES OF TV SHOW DO YOU TYPICALLY L IKE TO WATCH?

SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .

H O W T O S E R V E Y O U R C U S T O M E R SSocial media enthusiasts shop differently from lurkers and dabblers, so social media

analytics can’t tell you how to serve your customers effectively.

IN THE LAST 12 MONTHS, HAVE YOU VIS ITED A B IG BOX STORE TO PURCHASE. . .

3 4 % 4 1 %3 1 %

AN ITEM YOU SHARED ON SOCIAL MEDIAAPPAREL

1 4 %

2 0 % 2 6 %

DABBLERS ENTHUSIASTSLURKERSP O S T O N C E A W E E K O R L E S S P O S T 2 T O 4 T I M E S A W E E K P O S T 5 T I M E S A W E E K O R M O R E

L E G E N D

TO SHARE MY OPINION ABOUT THAT MOVIE

79 %

77 %

61 %

88 %

87 %

73 %

TO RECOMMEND THEMOVIE TO MY FR IENDS

SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .

H O W T O E N G A G E Y O U R C U S T O M E R SMuch of social media marketing stresses in�uencer marketing: engaging the

customers who post frequently. But you also need to engage lurkers and dabblers, who are

less interested in in�uencing (or being in�uenced by) friends and family.

WHAT ARE THE REASONS YOU HAVE POSTED ABOUT A SPEC IF IC MOVIE?

Social media analytics provide a distorted view of your customers because the vast

majority of what you hear on social comes from a small slice of the social media audience.

YOUR SOCIAL MEDIA AUDIENCE IS MADE UP OF THREE D IST INCT TYPES OF CUSTOMERS.

W H AT

SOCIAL MEDIA ANALYTICS C A N ’ T T E L L Y O U

ABOUT YOUR CUSTOMERS

GET THE REPORT

AVAILABLE NOW AT V IS IONCRIT ICAL .COM/SOCIALCUSTOMERS