To get a better idea of how US consumers are interacting with brands in the social media space, AYTM conducted DIY market research utilizing our online consumer panel and survey tool.

1. Branding In the Social Media Age
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2. 1.1: Social media hangouts - Facebook : Twitter face-off
We asked 2000 US internet users if they belong to Facebook or Twitter
Many more
have Facebook
85%
accounts,
Duhh 49%
Prioritize building a Facebook community
Then we asked them if they use Facebook or Twitter DAILY
Facebook
users are much 74%
more engaged,
Duhh 35%
Participate Daily
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3. 1.2: Social media hangouts - Facebook : Twitter face-off
We asked 2000 US internet users if they have more than 100/500 friends on...
More Facebook 57% 100+ friends on FB
users have larger
networks,
Hmmm 25% 100+ followers on Twitter
11% 500+ friends on FB
10% 500+ followers on Twitter
Engage one, get noticed by hundreds
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4. 2: How do consumers interact with brands on Facebook and Twitter?
58%
29%
of Facebook
users have liked
a brand
follow a brand
39%
Brands 42%
have mentioned
a brand in a
have tweeted status update
about a brand
29% 41%
have shared
have retweeted
Users want to talk a link, video
about a brand about your brand, so or story
about a brand
give them a reason to
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5. 3: Sentiment about brands according to consumers.
1.5x
There are 50% more
of those who say that
:)
:) :)
their brand mentions in status updates
on Facebook are only positive
(vs. only negative or mixed)
M: 1.4x | F: 1.6x
:) :)
:)
:(
1.9x
There are almost twice
as many users who say
their brand tweets are
only positive
1.4x
2.3x
Females are
much kinder
to brands on Twitter
:) :)
2x for retweets (vs. only negative or mixed) than males
Most Users share ONLY positive updates about brands
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6. 4: Folks who have “liked” vs. haven’t “liked” any brands on Facebook.
HAVE NOT “LIKED” Average for HAVE “LIKED”
a brand FB members a brand
46% 57% 66% Have 100+ friends
60% 74% 84% Active on FB daily
19% 42% 59% Have mentioned a brand in a status update
19% 42% 57% Have shared a link or video about a brand
FB users who "Like" brands have more influence than those who don't
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7. 5: Virtual personas
Meet Joe Meet Mary Meet Fred
(social platforms (share reactor) (ads believer)
addict)
Mary is also 25-34 years old, Fred is in midlife, 45-54 years old.
Joe is 25-34 years old, and likes Red Bull & Converse Advertisements are the primary
hypersocial online – active daily All Stars, but doesn’t care about the influencing factor determining
on FB & Twitter. He likely has 500+ YouTube community on Facebook whether he buys products or services
Twitter followers and 500+ FB friends. compared to other folks. that he has never bought before.
What’s even more important: She likely has 200+ friends on FB. He places a high value on his
He “likes” Red Bull, MTV & Converse favorite brands keeping the promises
All Stars more than the average Joe. Mary and gals like her love to implied in their marketing and ads.
So if you have a similar brand share links and video stories about BTW, price is not as important to him
to advertise try to target Joe. brands on Facebook. If your brand as it is to other folks out there.
or marketing piece will go viral – He’s probably the main reason
Chances are (2.5x) he’s also it’ll be because of Mary why all marketing and advertising
an active blogger so he may become and her friends. folks still have their jobs.
the “voice” of your brand once he likes it.
1.6x
Apparently Fred runs
>2x on coffee. He “likes”
as likely to “like” 1.6x Starbucks brand
Red Bull, MTV & more likely to have a whole lot more
Converse All Stars. 200+ FB friends. than the next guy.
Create personas to improve your outreach and engagement
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8. 6: What types of content do consumers prefer to get from their favorite brands?
Answers to Qs
Brand news
Interviews
Turns out
$5 OFF
How-to's
coupons and discounts
are the most appreciated
type of information
from brands
80% 8% 5% 5% 2%
Coupons/promotions/discounts
MOST
PREFERRED
TYPE OF
CONTENT
FROM
FAVORITE
BRANDS
LESS
PREFERRED
TYPE OF
CONTENT
FROM
FAVORITE
BRANDS
11% 34% 27% 25% 3%
Send coupons and promotions to your community
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9. 7: How do consumers prefer to get updates from their favorite brands?
Blogs, Press releases
Video clips, YouTube
Audio /podcasts
Mailed flyers
Movies
32% 27% 22% 8% 5% 5% 1%
Short updates E-mails Traditional
offline ads
MOST
PREFERRED
UPDATE
METHOD
FROM
FAVORITE
BRANDS
LEAST
PREFERRED
UPDATE
METHOD
FROM
FAVORITE
BRANDS
14% 5% 23% 15% 14% 5% 25%
Use social media to stay in touch with your users
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10. .com
SOURCES: DISCLAMERS:
Provided opinion data is based on AYTM survey of 2000 Internet users AYTM is an independant DIY online
from our built-in consumer panel. Please e-mail us at support@aytm.com market research platform and is not affiliated
to request access to the full survey results report. with any of the listed brands.
Designed by Lev Mazin 2011 © aytm.com | Ask Your Target Market | market research has never been this easy