THE SOCIAL LIFECYCLE

New consumer insights on using social media to improve your marketing, sales, and service

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We asked 569 consumers how social media changes the way they buy

and interact with brands.

Here’s what they said and how you can apply it your business.

MARKETING

SALES

SERVICE

THE SOCIAL LIFECYCLE

MARKETING

Consumers have high expectations for brands on social.

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WHAT PLATFORMS DO YOU EXPECT BRANDS TO HAVE A PRESENCE ON?

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WHAT PLATFORMS DO YOU EXPECT BRANDS TODAY TO HAVE PRESENCES ON?

For starters, they expect you to be more than three places at once.

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HOW MANY DIFFERENT PLATFORMS DO YOU EXPECT BRANDS TO HAVE A PRESENCE ON?

...but that doesn’t necessarily mean they’ll be there too.

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WHAT SOCIAL MEDIA PLATFORMS DO YOU FOLLOW YOUR FAVORITE BRANDS ON?

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Over 60% of consumers expect brands to be on Twitter, but only 30% follow their favorite brands there.

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Those who follow a brand on at least one platform

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HOW MANY DIFFERENT PLATFORMS DO YOU USE TO FOLLOW BRANDS?

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On average, consumers follow brands on only half as many platforms as they expect them to be active on.

Wait, that’s not fair!

Wait, that’s not fair!

...but can you blame them?

Sorry to break it to you, but most brands don’t do a good job on social.

There are people out there who want to follow you, but you have to make it worth their while.

MARKETING TAKEAWAY #1

Don’t just exist on social media: be relevant, engaging, and helpful.

It’s not always easy, but there’s help ➤

MARKETING TAKEAWAY #2

Be where your fans want you to be (and if you do a good job with #1, they’ll show up too).

There’s something to help you be three places at once too ➤

SALES

There’s good news: being active on social media helps your brand sell.

73%

27%

Yes

No

ARE YOU MORE LIKELY TO BUY FROM A BRAND THAT RESPONDS ON SOCIAL MEDIA?

But when it comes to selling, email still reigns supreme.

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VIA WHICH CHANNEL DO YOU GET THE MOST UNSOLICITED SALES MESSAGES FROM COMPANIES?

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...and that’s the way people like it.

(But maybe lay off the phone calls)

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IF SOMEONE IS SELLING YOU A PRODUCT THAT COULD BE GENUINELY USEFUL TO YOU, HOW DO YOU PREFER THAT THEY REACH OUT?

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So while social isn’t a good place for cold pitches, it’s a great way to enrich your selling process.

And you’ll need that enrichment when you’re competing with every other sales rep on earth for your email to stand out in crowded inboxes.

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HOW MANY TIMES CAN A SALES REPRESENTATIVE REACH OUT TO YOU BEFORE IT GETS ANNOYING?

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No surprises here: people don’t like being bugged by sales reps.

But half probably won’t even tell you if they got your email in the first place.

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HOW OFTEN DO YOU LET A SALESPERSON KNOW YOU’RE NOT INTERESTED IN AN UNSOLICITED PITCH?

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SALES TAKEAWAY #1

People don’t like being bothered (no duh), but won’t always speak up.

You need a tool to see who’s actually interested.

Luckily, there’s a free one ➤

SALES TAKEAWAY #2

Social media is a bad place for cold selling but a good place to find out who you’re selling to.

Enrich your CRM with social context.

Need a CRM too? HubSpot’s is free ➤

SERVICE

Whether you’re there to hear it or not, people are talking about your brand on social media.

Compliment a brand Compliment an employee Complain about a brand Request support None0

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WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU USED SOCIAL MEDIA FOR IN THE LAST MONTH?

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If you’re not actively monitoring, you’re missing out on almost 50% of warm fuzzy feelings.

(That’s a lot of warm fuzzy feelings)

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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT A BRAND?

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...and more than 30% of what you need to improve.

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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLAIN ABOUT A BRAND?

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...and 25% of the low-down on who your best employees are.

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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT AN INDIVIDUAL EMPLOYEE AT A BRAND?

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...and almost 20% of cries for help.

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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO REQUEST SUPPORT FROM A BRAND?

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But wait, what’s going on?

Why do people still rely so heavily on email and the phone?

Because they don’t think you’re listening!

Consumers don’t believe brands listen when they talk on social media.

And often, they’re right.

It’s gotten so bad, consumers don’t even think they deserve a response.

61%

23%

16%

Not as bad

Same

Worse

WHEN A BRAND DOESN’T REPLY TO YOUR QUESTION OR CONCERN ON SOCIAL MEDIA, HOW DOES IT

COMPARE TO NOT REPLYING VIA EMAIL?

NEWSFLASH! They do!

Whether it’s on the phone or on Twitter, you’re dealing with another person.

Failing to listen on social is bad business (not to mention just not very nice).

24% of people don’t even expect a response when they complain directly about a brand.

Prove them wrong.

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IF YOU COMPLAIN DIRECTLY ABOUT A BRAND ON SOCIAL MEDIA, WHAT DO YOU EXPECT THEIR RESPONSE TIME TO BE?

No response expected

SERVICE TAKEAWAY #1

If you’re not active on social, you’re really missing out.

The conversations are happening with or without you.

You should probably get your CEO on social too ➤

SERVICE TAKEAWAY #2

Don’t just actively monitor. Truly listen and respond.

Everyone deserves a response, even if they’re not expecting one.

It’s not easy (but it’s right)! There’s another tool to help ➤

“People will never respond to you more positively than when you seek to make your impact felt at the human level.”

CENDRINE MARROUAT @cendrinemedia

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