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6 Mind-Blowing Social Media Stats And What They Mean for Marketers

A key bene t of social marketing is the ability to measure everything that goes on, and you don’t have to dig very deep to find some truly astounding stats on the industry. But it’s not just that these stats are interesting; they also provide valuable information that can help shape your marketing strategy.

Did you know one social network will account for 40% of all social media-driven purchases? What about the leading reason that users follow brands? We scoured the Internet to bring you some of the most jaw-dropping metrics and their practical implications. We want you to do more than impress your friends and co-workers with the stats; we bring them to you as an opportunity to augment your current marketing strategy. Each stat will have corresponding implications for marketers and lessons on how to use the information.

Implement the lessons learned from these stats and you’ll have a leg-up on the competitors. After reading this paper, marketers should be equipped with six additional tips to add to your marketing arsenal.

STAT #1: 95% of all Facebook wall posts are NOT answered by brands.

Implications for Marketers
That’s an overwhelming amount of brands who aren’t responding to Facebook posts. This easily solved problem provides an opportunity to create meaningful relationships with customers and pros- pects. Imagine yours is the only brand in a category who engages with customers - that’s a strong differentiator.

For example, American Airlines quickly jumps in to solve a customer issue, while one of their competitors fails to solve similar issues posted on their wall. American Airlines is displaying a much stronger commitment to customer service.

Make It Work for You
1. Designate a response team — Empower those in your organization to take the lead on customer responses.
2. Provide adequate training — As you would for a call center, develop approved responses to common customer inquiries. Train the response team on what they can handle, and which issues need to be escalated.
3. Set goals — It may not be feasible to go from non-responsive to fully responsive overnight. Develop a staggered rollout plan and measure response rate improvement.

STAT #2: Pinterest is projected to account for 40% of social media driven purchases by Q2 2012.

STAT 2.1: Buyers referred from Pinterest are 10% more likely to buy something and spend an average of 10% more than visitors from other social networks.
STAT 2.2: Online stores built on the Shopify web-based e-commerce platform see an average order of $80 from Pinterest referrals, which is double the overall order average from social channels.

Implications for Marketers

If social commerce is a goal for your company in 2012, make sure you have an active Pinterest presence. Partly due to its status as
a ‘peer recommendation’ platform (and we know 90% of consumers trust those) and partly due to its reliance on imagery over pushy sales messages, Pinterest has consistently driven strong referral traf c for brands that leads to sales.

British clothing and accessory store Bottica has seen sales jump 10% since integrating Pinterest across their website. Even more exciting, Pinterest users are spending more than double than those who are referred from Facebook, to the tune of $105 more per aver- age sale.

Make It Work for You

1. Secure a Pinterest Presence — Create a channel and build boards featuring your products.
2. Include the Price — Studies show pins with prices are 36% more likely to outperform than pins with- out. Display an item’s price, though we would caution you to use this feature sparingly to avoid looking spammy.
3. Integrate Pinterest on your Website — Encourage site visitors to pin your products from your site and follow you on Pinterest.

STAT #3: The average user spends 20 minutes per visit on Facebook.

Stat 3.1: 23% of Facebook’s users check their account ve or more times every day.

Implications for Marketers

Twenty minutes is a substantial amount of time – and if you multiply that by ve, it gets exponentially more appealing! As a comparison, Google Ad Planner, which publishes approximate statistics documenting the quantity and quality of the traffic of popular websites, shows the average visit length of comparable sites as much lower. Twitter clocks in at 13 minutes, CNN seven and a half minutes, Wikipedia 7:20, Pinterest 14:30, and LinkedIn with 8:00 per average session.

For marketers, that length represents a prime opportunity to share your message with visitors. There is an opportunity to share your message with more people per day than visit your own site. To prop- erly capitalize on this opportunity, brands need to have a high EdgeRank, coupled with high quality content. For more on EdgeRank, check out our paper EdgeRank: Stop Worrying About It and Love Your Content.

Make It Work for You
1. Post One to Two Times Per Day — The half-life of a Facebook post is 18 hours, so limit your posting to one to two times per day. More than that may actually decrease engagement.
2. Include Media — Adding a photo and video to posts increases the life of content by 16% and 9% respectively. Make it a goal to always support posts with a photo (or a video, if possible).
3. Encourage Sharing — Provide clear calls-to-action on your posts. If you want to expand your social reach, invite your followers to share the con- tent with their friends.

STAT #4: 13% of consumers follow a brand on social channels because of their content.

STAT 3.1:Content marketing is just just 4% behind the leading reason for consumers to follow brands – learning about a sale, coupon, or discount.

Content marketing is the development of non-promotional materials that support your company’s strategic messages and provide your prospects and customers with sticky resources.
For instance, leading B2B marketing automation software provider Marketo develops highly useful content for marketers, focusing on the themes of content marketing, lead generation and analytics. Marketo groups the content together by topic, allowing a reader to quickly jump from novice to well-read in a particular area.

Implications for Marketers

Mix it up. Consumers are interested in both your content and special offers. Create a content strategy that ful lls both expectations. Develop interesting and valuable content that serves as a resource to your audience, but don’t be afraid to throw in a promotional offer.

Make It Work for You

1. Understand your Content Marketing Needs — Start by assessing your current assets. Chances are your internal expertise can be translated into highly valuable content assets with relative ease.
2. Spread your Wings — Seek out relevant places to share these newly developed assets. Find targeted verticals to place educational content that cater to your specific audience.
3. Capture Leads — Consider a mix of freely available and those that are gated to capture lead information. Prospects who download your content should be nurtured and moved down the sales funnel.

STAT #5: Twitter handles more search queries per month than Bing and Yahoo combined - 32 billion.

STAT 5.1: Microsoft Sites ranked second with 2.7 billion searches, followed by Yahoo! Sites with 2.2 billion.

Implications for Marketers

Millions of potential consumers are searching on Twitter. In today’s world, it’s as important to be on social channels as it is to have a website, in most cases. Millions of searches are occurring each month – and they are likely your prospects, current customers or unhappy customers of your competitors.

Make It Work for You

1. Analyse Trending Topics: Review trending topics to capitalise on what’s popular and participate in ongoing conversations.
2. Practice Targeted Listening: Create monitoring streams for your strategic keywords. Look for sales signals like ‘want’, ‘need’, ‘love’ and strategically reach out when it’s appropriate.
3. Participate in Conversations that Align with your Brand: It doesn’t have to be all sales all the time. One Chicago-based com- pany Foiled Cupcakes has developed 94% of her clientele through social media. Her strategy Join conversations that the target market is having, specifically around shoes and chocolates and then convert those prospects into sales.

STAT #6: 20% of Google searches each day have never been searched for before.

Implications for Marketers

Gone are the days when your content strategy was as simple as ‘set it and forget it’. Your content strategy needs to be much more dynamic, re ecting what searches are driving visitors to your site. Develop content that answers their questions and positions you as a resource.

Make It Work for Yo

1. Explore Analytics for Content Ideas — Dig into an analytics tool,
like Google Analytics, regularly to determine what new keywords and key phrases are driving visitors to your site.
2. Keep it fresh — Stay in-line with industry trends. As your industry evolves, consider writing response pieces to trending topics.
3. Find your sweet spot — Identify the overlap between the content your prospects want and what best serves your companies’ interests. Develop content that achieves both.

The social landscape is constantly evolving and the rate of change is always accelerating. In order to survive, marketers must embrace this dynamic world of social business, and nd opportunities hidden behind each new statistic.
We encourage you to pull out the best practices from this whitepaper and put them to use. The content and the resources highlighted below are meant to serve as a guide on this (ever-changing) social journey.
It is not mind-blowing. Over the time we actually realise marketers are merely doing their job, it is the fanboys whom are more interesting in sharing the company's production than the 8-5 marketer.
Once you have built a critical mass in your social media, it is self-sustainable and whatever you do will receive shocking results.
Does pinterest help in business ?
stat number 3 is totally wrong now. People spent an average 5 hours on facebook daily

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