How social are you?

6/6/2013 David Barker

UK #1 in Social

>Most social-networked country

>Highest engagement in Europe

>Mobile is growing rapidly

>Social is 20% of online time

Source: Pew Research 2012 & comScore 2013

Everyone is doing it!

59.3%Ave

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0%

10%

20%

30%

40%

50%

60%

70%

Facebook Match Rate

Personicx Cluster

Source: Acxiom Research 2013

Social Networks are different

19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 790

20406080

100120140160180200

Age Profile

Facebook Twitter Linked in

Age

Inde

x

Source: Acxiom Research 2013

And used in different ways

Multiple times a

day

Daily A few times a week

Less than once a week

Less often Never (blank) -

100

200

300

Inde

x

PC Mobile Both0

50

100

150

200

250

300

FacebookTwitterLinked in

Access methodIn

dex

Source: Acxiom Research 2013

Product comparison research

Facebook still dominates

eDigitalResearch and IMRG

Facebook 74%Twitter 36%Google+ 32%LinkedIn 24%Pinterest 7%Instagram 6%

Source: IMRG 2012, umpf 2013, Acxiom Research 2013

How Social should you be?

> Better Connections

> Where are your customers?

> What are your goals?• Brand building• PR• Customer service• Advertising and product promotions

EngagementBroadcast

How social are you?

Social Media Maturity Model

Initial•No plan or repeatable processes•No performance indicators •Individual heroics

Planned•Defined social media strategy•Budgets & responsibility•Poorly defined process and metrics

Repeatable•Documented activities•Repeatable processes•Defined performance measures

Managed•Consistent performance metrics•Defined benchmarks published•Regularly reviewed and improved

Scorecard & Summary

Marketing ScorecardBusiness Area: Marketing Strongly

disagreeDisagree Agree Strongly

agreeThere is a social media strategy in place 0 10 20 30

Our strategy addresses staff awareness and internal training in social media 0 10 20 20

Specific individuals within marketing (or our agency) have been appointed with responsibility for the management of social media channels

0 0 20 40

A budget is in place for social media activities 0 0 40 40

Our approach to social media differentiates between the different social media networks and makes best use of the specific capabilities of each network

0 10 30 50

We can incorporate social interactions in our Single Customer View 0 0 30 30

We recognise our best customers (advocates) on social networks 0 0 30 50

Level Initial Planned Repeatable Managed

Score <50 50-100 100-150 >150

Better connections

Better results

© 2013 Acxiom Corporation. All Rights Reserved.

Any Questions?

Thank you!