1、 = 5613 / F = members of social networks Brand followers Non brand followers Brand followers Non brand followers Membership Brand followers are more often females, somewhat younger and they are more active on social networks 品牌跟随者的人口统计特征 0%25%50%75%100% Q : To which sectors do these brands belong to
2、? N Europe = 3064 / F = members of social networks, following at least one brand Media / entertainment Fashion / luxury goods Food and retail Travel Sport Cars Good causes / charity Industry Europe West North East South Europe regions Europe Media and entertainment are the most popular industries fo
3、r following brands 50% 45% 43% 35% 28% 28% 26% 13% Sectors for brand following 谈论的品牌领域 Average consumer follows a brand to get a direct personal benefit. Social networkers expect some sort of benefit of companies on social networks. People are mainly focused on the direct benefit. Companies should i
4、n first instance offer product information, update on promotions and announce events. There is still a huge opportunity for companies to get in touch with their customers. 58% has never experienced any action by a company / brand on social network sites. Q : What kind of actions did you already expe
5、rience? Via social networks, companies have already contacted me directly concerning. .a positive experience with a product / service Ive posted or reacted on .a job vacancy .a negative experience with a product / service Ive posted or reacted on .information I posted about promotions .information I
6、 posted about products and/or services in general .a fanpage / group Ive created for a product/brand/company .information I posted about (advertising) campaigns .information I posted about the company and/or company culture Europe regions Europe N Europe = 5613 / F = If member of social network(s) 1
7、7% 15% 15% 13% 13% 10% 9% 8% 0%25%50%75%100% Europe West North East South Company actions on social media 42% already had a conversation with a brand through social media. 社会化媒体中的公司行为 58% 58% 57% 53% 52% 49% 48% 47% 44% 44% 44% 43% 43% 38% 37% 33% 31% 20% .offer product information .offer promotions
8、 .announce events .share ideas and provide updates on future products, services, etc. .give feedback .give the ability to order / purchase products / services .surprise consumers .offer the ability to take part in game / competitions .start conversations with consumers .give exclusive content .invit
9、e consumers to co-create products / services .give objective background information of the company (facts and figures) .offer the possibility to directly interact with people behind the brand .bring entertainment .launch (advertising) campaigns .create brand groups of which consumers can become a fa
10、n on social network pages .bring stories about the company culture .create virtual characters or advertising icons Q : On social network sites, brands should 0%25%50%75%100% Europe West North East South Europe regions Europe N Europe = 5613 / F = If member of social network(s) People expect various
11、actions of companies on social networks. Top three consists of offering product information, promotions and announcing events. Brand expectations 消费者期待的公司行为 发布产品信息 发布促销信息 发布活动 Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at
12、 least once) “Consulting information about products, brands and/or companies” “Reacting on comments and / or actions of others related to products, brands and / or companies” “Posting information about products, brands and/or companies” 66% 40% 41% 28% West 75% 29% 44% 20% North 79% 56% 64% 39% East 77% 63% 59% 48% South 73% 51% 53% 36% Europe 76% 50% 49% 43% United States 86% 68% 76% 60% Brazil 67% 43% 47% 43% Australia 44% 83% 83% 64% China 88% 75% 84% 66% India 34% 42% 29% 30% Japan West North East South % social networkers social networkers who consult social
