social media category report

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S-Net: A Study in Social

Media Usage & Behavior Category Reports

AUGUST 2011



Table of Contents

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

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© 2011 All rights reserved. Performics. Proprietary and Condential.



T he 2011 “S-Net: T he

Impact of Social Media“

study rev eals the

inherent dif f erences in

w hy and how people use social netw ork s among

v arious categories.



Categories Studied:

Alcoholic Beverages Entertainment Non-Alcoholic BeveragesApparel Financial Services Personal CareAppliances Food RestaurantsAutomotive Healthcare/Pharmaceutical Sports-Related

Education Household TelecommunicationsElectronics Magazines/Newspapers Travel

What this Means for Marketers:Social networkers crave participation with the companies

or brands they like/follow so it’s important to adoptperformance marketing strategies that engage

participants in every channel of your media mix – acrossall platforms, devices, and screens.

However, because the desired involvement differs ineach product category, you must develop a social media

strategy tailored specically to your audience. Strategiesand tactics can be experimental and updated quickly

because of the uid nature of social networking.

Best practices for marketers looking to make the most of

social networks include:

• Understand your customer base and their desiredlevels of brand interaction

• Create and adapt strategies to meetparticipation 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

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 ResearchInc. sponsored by Performics, was conducted to better understand how marketers cancapitalize on emerging opportunities in the social media space. The results of this researchshow how participants use social networks in their daily lives and how participants utilizesocial networks in each product category.

Social Media: Marketing Implications

To learn how Performics performance marketing solutions willincrease participant engagement with your brand, contact your

Performics account team or email us at: [email protected]



52% strongly or somewhat

agree that voicing opinions on socialnetworking sites can inuence business

decisions of companies/brands



To compare prices

To compare products

To express satisfactionwith a purchase, brand

or retailer

To talk about salesor specials

To get advice on whatto purchase

To give advice

To provide feedback toa company/brand

To talk about where topurchase online

To expressdisappointment about a

purchase or company/brand

To talk about where topurchase offline

To connect withcustomer service

D i s c u s s i o n T o p i c s o n A p p a r e l B

r a n d s S o c i a l N e t w o r k s

11%

16%

18%

20%

21%

21%

23%

36%

40%

42%

45%

Discussion topics:

• 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:

• 43% - coupons

• 41% - notications of sales or deals

• 26% - offers to win “points” or onlinecurrency redeemable for products

Apparel Brand Social NetworkersWant the Best Deals

Social Chatter: Customers Talk, Do You Listen?

43% who purchase apparel discuss them on social networks

17% have purchased as a result of content on a social network



42%

39%

34%

33%

33%

31%

30%

28%

28%

26%

25%

24%

23%

22%

21%

19%

17%

A l c o

h o l i c

B e v

e r a g e

s

N o n -

A l c o

h o l i c B

e v e r

a g e s

F o o d

B r a

n d s A p

p a r e l

E n t e

r t a i n

m e n

t

M a g a

z i n e s

/ N e w

s p a p

e r s

S p o r t s -

R e l a

t e d R e

s t a u r a

n t

H o u s e h

o l d P

r o d u

c t s

E d u c

a t i o

n a l I n

s t. C P G

T r a v e

l A u

t o

T e l e

c o m

m u n

i c a t i o n s

H e a l t h

c a r e / P

h a r m

a

F i n a

n c i a

l S e r

v i c e s E l e

c t r o

n i c s A p

p l i a

n c e s 46%

Discussion topics:

• 46% - get advice on what to purchase





• 32% - new product announcements

• 32% - sales announcements


• 43% - coupons

• 36% - offers to win “points” or onlinecurrency redeemable for products

•

36%- notications of sales or deals

Social Networkers Seek ProductAdvice on Appliance Brands

Like/Follow a Brand to Get Advice on Purchase


41% who purchase appliances discuss them on social networks




53% said products, services

or companies should communicate with

fans on social networking sites at least

once per week



9%

9%

13%

13%

13%

13%

13%

13%

15%

16%

17%

17%

20%

20%

21%

25%

27%

28%

A l c o h o

l i c B e v e r a g

e s

N o n - A l c o h o

l i c B e v e r a g e

s

F o o d

A p p a

r e l

E n t e

r t a i n m e n t

M a g a z i n e s / N e w

s p a p

e r s

S p o r t s - R e

l a t e

d

R e s t a

u r a n t s

H o u s e h

o l d

E d u c a

t i o n

C P G

/ P e r s o n a l C

a r e

T r a v e l

A u t o

T e l e c o

m m u n i c a t i o n s

H e a l t h

c a r e / P h a

r m a

F i n a n

c i a l

S e r v i c e s

E l e c t r o n i c s

A p p l i a n c

e s

Discussion topics:







• 32% - identify with the brand


• 48% - coupons

• 43% - notications of sales or deals

• 42% - information about contests

or sweepstakes

Automobile Brands Feel Connectedto Each Other

Like/Follow Because They Feel Connected to

Others with Similar Interests


67% who purchase automobiles discuss them on social networks




A l c o h o l i c

B e v e r a g

e s

N o n - A l c o h o

l i c B e v e r a g

e s

F o o d

A p p a

r e l

E n t e

r t a i n m e n t

M a g

a z i n e s / N e w

s p a p

e r s

S p o

r t s - R e l a t e d

R e s t a

u r a n t s

H o u s e h

o l d

E d u c

a t i o n

C P G / P

e r s o n a l C

a r e

T r a v e l

A u t o

T e l e c o


H

e a l t h

c a r e / P h a

r m a

F i n a n

c i a l

S e r v i c e s


A p p l i a

n c e s

16%

18%

19%

20%

20%

21%

21%

22%

23%

24%

25%

26%

26%

28%

34%

39%

39%

45%

Discussion topics:

• 33% - give advice

• 28% - get advice




• 29% - friends are fans



• 56% - coupons

• 48% - information about contestsor sweepstakes

•

48%- notications of sales or special deals

Education Brand Social NetworkersWant Lifestyle Information

Like/Follow Because They Want Information

Relevant to Lifestyle


71% who purchase educational products discuss them on social networks




A l c o

h o l i c

B e v

e r a g e s

N o n -

A l c o

h o l i c

B e v

e r a g e

s

F o o d

B r a

n d s

A p p a

r e l

E n t e r t a

i n m

e n t

M a g a

z i n e s

/ N e w

s p a p

e r s

S p o r t s -

R e l a

t e d

R e s t a

u r a n

t s H o

u s e h

o l d P

r o d u

c t s

E d u c

a t i o

n a l I n

s t.

C P G

/ P e r

s o n a

l C a r

e

T r a v e

l

A u t o

T e l e

c o m

m u n

i c a t i o

n s

H e a l t h

c a r e

/ P h a

r m a F i n

a n c i

a l S e r v i c

e s

E l e c t

r o n i

c s

A p p l i a

n c e s

14%

18%

21%

23%

23%

24%

24%

25%

25%

26%

27%

28%

29%

31%

31%

32%

33%

39%Discussion topics:


• 46% - express satisfaction with a purchase,

brand or retailer


Reasons for liking/following:• 47% - loyal customers of the brand




• 48% - coupons

• 43% - offers to win “points” or online

currency redeemable for products

• 43% - notications of sales or special deals

Electronic Brand Social NetworkersGive Out Most Advice

Give Advice on Social Networks


63% who purchase electronic products discuss them on social networks




F o o d

A p p

a r e l

E n t e

r t a i n

m e n t

R e s t a

u r a n t s

E l e c t r o n

i c s

35%

35%

36%

37%

46%

F o o d

A p p

a r e l

E n t e r t a i n

m e n t

R e s t a u

r a n t s

E l e c t r o

n i c s

46%

41%

40%

35%

29%

Discussion topics:

• 48% - express satisfaction with a purchase,brand or retailer


• 26% - sales or specials

Reasons for liking/following:• 42% - coupons/discounts

• 33% - loyal customer of the brand



• 36% - coupons

• 35% - notications of sales or special deals

•

34%- information about contests

or sweepstakes

Facebook Fans & Twitter FollowersMost Drawn to Entertainment Brands

Brands Followed on Twitter

Brands Liked on Facebook


74% who purchase entertainment products discuss them on social networks




A l c o

h o l i c

B e v

e r a g e s

N o n -

A l c o

h o l i c B e

v e r a

g e s

F o o d

B r a n

d s

A p p a

r e l

E n t e

r t a i n

m e n

t

M a g a

z i n e s

/ N e w

s p a p

e r s

S p o r t s -

R e l a

t e d

R e s t a u

r a n t

s

H o u s

e h o l

d P r o d

u c t s

E d u c a t

i o n a

l I n s t.

C P G

/ P e r

s o n a

l C a r

e

T r a v e

l

A u t o

T e l e

c o m

m u n

i c a t i o n

s

H e a l t h

c a r e

/ P h a

r m a

F i n a n

c i a l

S e r v i c

e s

E l e c t

r o n i

c s

A p p l i a

n c e s

6%

6%

9%

9%

9%

9%

9%

10%

11%

11%

11%

13%

15%

16%

17%

22%

26%

30%

Discussion topics:



• 33% - nd out where to purchase online




• 32% - makes them feel like a valued customer


• 39% - coupons

• 38% - offers to win “points” for productsor prizes

•


or sweepstakes

Financial Service Followers Connectto Customer Service

Like/Follow a Brand to Connect with

Customer Service


66% who purchase nancial services products discuss them on social networks




Coupons/discounts R e a s o n s f o r L i k i n g / F o l l o w i n g F o o d B r a n d

63%

I am loyal customer of

the brand 45%

Sales announcements 31%

New product

announcements 30%

Makes me feel like a

valued customer 22%

I really identify with the

brand 18%

My friends are fans 13%

Makes me feel connected to

others with similar interests 13%

A friend recommended I become a fan 11%Discussion topics:




Reasons for liking/following:• 63% - coupons and discounts




• 48% - coupons

• 40% - notication of sales or specials

•


or sweepstakes

Food Brands Use Coupons & Discountsto Connect With Social Networkers


47% who purchase food products discuss them on social networks




50% get and

50% give advice about

products/services, companies or brands o

social networking sites



Coupons/discounts R e a s o n s f o r L i k i n g / F o l l o w i n g a

H o u s e h o l d B r a n d

65%

New product

announcements 38%


the brand 35%



valued customer 26%

I really identify with

the brand 22%

A friend recommended I

become a fan 14%


Makes me feel connected

o others with similar interest 13%Discussion topics:


• 40% - talk about sales or specials


Reasons for liking/following:• 65% - coupons




• 46% - coupons


•

31%- offers to win “points” or online currency

redeemable for products or prizes

Coupons & Discounts Draw People toHousehold Brands’ Social Networks


28% who purchase household products discuss them on social networks




A l c o h o

l i c B e v e r a g

e s

N o n - A l c o h o

l i c B e v e r a g

e s

F o o d

A p p a

r e l E n

t e r t a i n m e n t

M a g

a z i n e s / N e w

s p a p

e r s

S p o r t s - R e

l a t e

d

R e s t a

u r a n t s

H o u s e h

o l d

E d u c

a t i o n

C P G

T r a v

e l A u t o

T e l e c o


H e a l t h c a r e

/ P h a

r m a

F i n a n

c i a l

S e r v i c e s


A p p l i a n c

e s

13%

18%

22%

22%

22%

23%

24%

24%

25%

25%

26%

26%

28%

28%

29%

32%

36%

37%

Discussion topics:


• 28% - express satisfaction with a purchase,

brand, or retailer

• 27% - provide feedback to a company

Reasons for liking/following:• 44% - loyal customers of the brand




• 46% - coupons


•



Social Networkers Personally Identifywith Magazine/Newspaper Brands

Like/Follow a Brand Because They Identify

with Brand


48% who purchase magazines/newspapers products discuss them on social networks





or retailer D i s c u s s i o n T o p i c s o n N o n - A l c o h o l i c B e v e r a g e s S o c i a l N e t w o

r k s

48%

To compare prices 30%

To talk about salesor specials 24%

To provide feedback toa company/brand 23%

To get advice on whatto purchase 19%

To express disappointmentabout a purchase or

company/brand 18%

To give advice 14%

To talk about where topurchase offline 12%

To connect with customer service 9%

To talk about where to purchase online 5%Discussion topics:









• 38% - coupons


•27% - offers to win “points” or online currencyredeemable for products or prizes

Loyal Customers Express Satisfactionto Non-Alcoholic Beverage Brands


27% who purchase non-alcoholic beverages products discuss them on social network




A l c o h o

l i c B e v e r

a g e s

N o n - A l

c o h o

l i c B e v e r a g

e s

F o o d

A p p a

r e l

E n t e

r t a i n m e n t

M a g

a z i n e s / N e w

s p a p

e r s S p

o r t s - R e

l a t e

d

R e s t a

u r a n t s

H o u s e h

o l d

E d u c

a t i o n

C P G

/ P e r s o n a l C

a r e

T r a v e l

A u t o

T e l e c

o m m u n i c a t i o n s

H e a l t h c a

r e / P h a

r m a

F i n a n

c i a l

S e r v i c e s

E l e c t r o n i

c s

A p p l i a n c

e s

18%

24%

26%

31%

33%

34%

35%

37%

42%

42%

50%

53%

53%

55%

58%

63%

65%

67%

Discussion topics:






• 41% - new products announcements


• 43% - coupons


•



Personal Care Product BrandsEntice with Coupons & Discounts

Like/Follow Because They Want

Coupons/Discounts


31% who purchase personal care products discuss them on social networks




Coupons/discounts R e a s o n s f o r F o l l o w i n g / L i k i n g P h a r m a c e u t i c a l C o m p a n i e s

58%


New product

announcements 27%



the brand 22%


valued customer 22%


become a fan 18%

I really identify with the brand 13%

Makes me feel connected to

others with similar interests 9%Discussion topics:


• 34% - get advice about what to purchase




• 27% - new products announcements


• 35% - coupons

• 30% - offers to win “points” or online currency


• 30% - information about contestsor sweepstakes

Pharmaceutical Brands UseCoupons & Discounts to Connect


32% who purchase pharmaceutical products discuss them on social networks





or retailer D i s c u s s T o p i c s o n R e s t a u r a n t B

r a n d S o c i a l N e t w o r k s

60%




To provide feedback to

a company/brand 26%


company/brand 25%

To give advice 23%

To talk about where to purchase offline 15%

To connect with customer service 11%

To talk about where to purchase online 10%Discussion topics:









• 49% - coupons

• 42% - getting notication of sales or

special deals

• 38% - offers to win “points” or online currencyredeemable for products or prizes

Restaurant Goers Express Brand &Experience Satisfaction


57% who purchase from restaurants discuss them on social networks




60% are at least

somewhat likely to take action when

a friend posts something about a

product/service, company or brand



A l c o h o

l i c B e v e r a g

e s

N o n - A l c o h o

l i c B e v e r a g

e s

F o o d

A p p a

r e l

E n t e

r t a i n m

e n t

M a g

a z i n e s / N e w

s p a p

e r s

S p o r t s - R e

l a t e

d

R e s t a

u r a n t s

H o u s e h

o l d

E

d u c a t i o

n

C P G

/ P e r s o n a l C

a r e

T r a v e l

A u t o

T e l e c o


H e a l t h

c a r e / P h a r m

a

F i n a n

c i a l S e

r v i c e s

E l e c t r o n i

c s

A p p l i a

n c e s

8%

10%

12%

13%

13%

15%

17%

17%

17%

17%

21%

21%

21%

22%

22%

29%

30%

32%

Discussion topics:



• 32% - give advice









Sports-Related Social NetworksInuence Product Purchases

Buy Because of Something Posted on a

Social Network


79% who purchase sports-related products discuss them on social networks





or retailer D i s c u s s i o n T o p i c s o n T e l e c o m m

u n i c a t i o n B r a n d S o c i a l N e t w

o r k s

50%





company/brand 28%

To provide feedback to

a company/brand

25%

To give advice 24%

To talk about where topurchase offline 18%

To talk about where topurchase online 17%

To connect withcustomer service 17%Discussion topics:









• 43% - coupons

• 38% - notication of sales or special deals

• 37% - offers to win “points” or online currency


Telecommunication Brands Draw inCustomers Who Express Satisfaction


57% who purchase telecom products discuss them on social networks




Coupons/discounts R e a s o n s T o l i k e / F o l l o w a T r a v e

l b r a n d

53%



the brand 44%

New product

announcements 29%

I really identify withthe brand 29%


valued customer 20%

Makes me feel

connected to others

with similar interests 20%



become a fan 14%Discussion topics:












Travel Brand Social Networkers ExpectCoupons & Discounts


57% who purchase travel products discuss them on social networks




About the Study

S-Net (The Impact of Social Media), a report from ROI Research Inc., sponsored by Performics, used a 30-min-

ute 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 intheir daily lives, specically with regard to the purchase process for different types of products and in relation to

other media channels.

About Performics

Performics is the rst global performance marketing company partnering with marketers to make smart

marketing decisions that improve ROI. Founded in 1998, our performance specialists are certied expertsin search, afliate & 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 PublicisGroupe -- the world’s 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 hasprovided its clients with data-driven marketing strategies that optimize marketers’ ability to communicate withconsumers 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

social media category report

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