Social Media Survey

Acxiom Social Influencer Product Group launched a social survey in June 2009. Survey participants were

recruited via social networks and email contact lists. Six people affiliated with Acxiom's social media team

posted an invitation to each of their respective social networks. 204 people took the survey. The social

team members live in the San Francisco Bay Area and New York. The information can be used to provide

directional insights into consumer behaviors and motivation and can help inform the planning of social

strategies.

Key Findings:

I network therefore I am. Over 20% of respondents have more than 500 connections across their social

networks, suggesting that quantity may be as important as quality when it comes to online relationships.

Clearly, consumers have embraced the value of building vast social networks and volume of contacts may be

a new social currency or badge. We believe that consumers will continue to grow their online social

footprints, perhaps in an effort to validate themselves.

What Is your friend count on all your social networks? (e.g, Facebook, Linkedln,MySpace, etc.)

Less thon 100

100' 200

200'300

300,400 27

34

43

42

400-500~" ,

14

500+

0% 5% 10% 15% 20%

44

25%

Social Media Survey

A new day, a new status. 38% of those surveyed log in to their social network once a day and 57% update

their status regularly, suggesting that consumers have incorporated social networks into their daily lives. In

order to effectively communicate with consumers in this environment, marketers must ensure that content

is continually refreshed, just as consumers are frequently refreshing their own content.

How often do you log on to your social networks?

80....---------------------------

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20+---1

40+---1

60+----1

Social Media Survey

5 minutes offame realized. 61% of respondents have posted a video or a photo to their social network in

the last month. Consumers have clearly embraced sharing photos and videos and appear to be comfortable

with self- promotion. Marketers can take advantage of this trend/behavior by providing consumers with

opportunities to create or customize photos/video and easily share that content with their network and

beyond.

Have you posted a video or photo to your social network in the last month?

Yu_/10

Social Media Survey

The best proof is experience. An individual's social network can effectively influence his or her opinions,

but friend/contact status alone does not appear to provide sufficient credibility. We hypothesize that

when considering a purchase, a consumer will value the opinion of those who have had specific relevant

experience to validate their opinions. For marketers, this suggests the need to not only create/foster

product/service experts with broad reach, but also to provide those experts with the tools necessary to

be heard.

If frlends/famlly on your social networks Influence you, why?

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40+---1

20+---1

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Social Media Survey

To fan or not to fan. 42% of respondents have become a Fan of a product, while 57% have not. When

asked why, a majority of respondents, 57%, felt there was no value in Fan'ing a product and that

becoming a fan of a product only created clutter. Many noted it was a form of free advertising and they

weren't interested in helping brands. Those who did Fan products did so to receive updates, were

curious or thought it was fun, suggesting that marketers who want consumers to express their brand

advocacy or enthusiasm need to ensure that there is benefit to the consumer. Consumers know that

their advocacy is valuable; as marketers, we need to demonstrate respect through a reciprocal offering.

Have you become a fan of a product?

110

_Vt$

Social Media Survey

Finally, respondents were members of multiple social sites: Linkedln, Facebook, Twitter, YouTube and

Flickr being the top five. Respondent had many of the same friends on multiple sites. A few

respondents commented that they tried to keep Facebook separate from Linkedln and found it annoying

that work colleagues located them on Facebook.

The following is a breakdown of membership.

Which social networks do you belong to?

Linkedln

MySpace

Fecebook

Twitter

BleckPlenet

YouTube

Flickr

Other (pleese specify)

I I I Ij

II

I I

I

II

I

JI

Conclusions

0% 20% 40% 60% 80% 100%

Consumers have embraced social networks and will continue to grow their online social footprints,

perhaps in an effort to validate themselves.

Marketers should consider social strategies that provide consumers the opportunity to create or

customize photos/videos that can be easily shared with their network.

Marketers must ensure that they provide fresh content for their social media campaigns.

Social media campaigns should consider creating product/service experts and providing those experts

with the tools necessary to be heard.

Social Media Survey

Consumers know that their advocacy is valuable; as marketers, we need to demonstrate respect through

a reciprocal offering.