Statistics of social service usage for increasing brand popularity (Facebook, Twitter, Pinterest, YouTube, etc.)
ExactTarget company has selected 100 hottest retailers and analyzed their presence, activity in the social networks and services. ExactTarget is a company that provides interactive, e-mail marketing services, and is a platform for big retailers.
Content sharing in the social networks and services is online marketing progress force. Facebook pages were promoted by 87% of retailers, Twitter accounts were promoted by 84% of brands and only 14% of retailers have Pinterest icon on their sites.
90% of retailers, having ecommerce pages, possess special social services buttons on their product page. This allows users to share information in social services then. The majority of analysed companies have Like-buttons that allow to share content on Facebook; approximately 69% provides “email to friend” service; only half of chosen retailers can offer “Tweet This” service; Google+ link one can find only on 26% of brands sites and, as for Pinterest, its “Pin It” icon is represented by only 22% of retailers.
According to the received data, 94 of 100 analysed retailers have their brand pages on Facebook. On the average, a retailer receives 1 187 957 Like-clicks with the 1.95% users engagement rate. Brand needs approximately 7 hours for answering the question posted on its page. Frequently not the brand but its fans answer such posted on its page questions. According to this survey, in 51% of such cases fans answer instead of the very brand.
On the one hand, it is good that brand has knowledgeable customers that are willing to share their experience and knowledge with other people. On the other hand, by this fact a retailer can prejudice its reputation. Firstly, it is obvious quite a low level of company’s feedback and secondly, given answers are not checked.
It is also worth mentioning, that analysed retailers have on the average 8 tabs on their Facebook pages and over a half of them are promos.
It is quite clear that the most important point is social network users’ engagement into the brand. However, only Like-clicks are not enough. It is necessary to engage users directly into content, motivating them to share content with others, comment it. Such actions will be posted in users Timeline as well as in brand’s one.
Among 100 hot analysed retailers 93 brands have their own Twitter accounts and on the average 83 followers. 77% of those who have Twitter accounts reply to direct consumer inquiries. On the average, every brand posts 8 Tweets per week, half of that are promos. There is also one more interesting fact, that is 54% of posted Tweets contain brands’ information on Facebook.
Among main retailers’ omissions in Twitter, one can point out companies’ activity decrease on weekends. These days are the most active days for making purchases but only 58 brands of those 93 that have Twitter accounts actively use the service on weekends.
Pinterest social service even in 2011 was not enough well-known among many brands; however, it has become quite quickly “every day” social network. The network allows to share visual images (photos, products, places, etc.) that are interested to users. Currently, Pinterest drives more traffic to brands web-sites than, for example, LinkedIn, Google+, Reddit and YouTube. The amount of those who use Pinterest service as the additional informational source for making purchases in Internet increases.
While many brands consider YouTube only as video hosting service, in fact it has all social network features. YouTube is characterized by ample sharing content mechanism, broad distribution platform and comments features. Consequently, 84 brands of 100 hot retailers have already posted 1 video to YouTube.
Сlearly, in order to increase brand’s popularity in Internet one must use different social networks and services. Brand’s popularity increase in the social networks, services and, of course, users brand engagement both lead to the company’s sales amount increase. Report full version can be found on the ExactTarget site.