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

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

  Introduction                          3

  STAT #1                               4

  STAT #2                               5

  STAT #3                               6

  STAT #4                               7

  STAT #5                               8

  STAT #6                               9

  Conclusion                           10

  Additional Resources                 10

  Additional Awareness Resources       10

  About Awareness Inc.                 11

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

   A key benefit 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

   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

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

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

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

    For example, American Airlines quickly jumps in to solve a customer issue, while one of their competi-
    tors 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

    2. Provide adequate training — As you would for a call center, develop approved responses to com-
    mon 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. De-
    velop a staggered rollout plan and measure response rate improvement.

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

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

  Implications for Marketers                                                STAT 2.1:
   If social commerce is a goal for your company in 2012, make sure         Buyers referred from
   you have an active Pinterest presence. Partly due to its status as       Pinterest are 10% more
   a ‘peer recommendation’ platform (and we know 90% of consum-             likely to buy something
   ers trust those) and partly due to its reliance on imagery over pushy    and spend an average
   sales messages, Pinterest has consistently driven strong referral        of 10% more than
   traffic for brands that leads to sales.                                  visitors from other social
   British clothing and accessory store Bottica has seen sales jump
   10% since integrating Pinterest across their website. Even more            Source: The Social Skinny.
   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.
                                                                             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.
                                                                                         Source: Shopify.

 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

   3. Integrate Pinterest on your Website — Encourage site visitors to pin your products from your site
   and follow you on Pinterest.

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

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

 Implications for Marketers
   Twenty minutes is a substantial amount of time – and if you multiply
                                                                            Stat 3.1:
                                                                            23% of Facebook’s users
   that by five, it gets exponentially more appealing! As a comparison,     check their account five
   Google Ad Planner, which publishes approximate statistics docu-          or more times every day.
   menting the quantity and quality of the traffic of popular websites,
   shows the average visit length of comparable sites as much lower.      Source: Convince and Convert.
   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

   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.

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

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

   Content marketing is the development of non-promotional materials
   that support your company’s strategic messages and provide your           STAT 3.1:
   prospects and customers with sticky resources.                            Content marketing is
                                                                             just just 4% behind
   For instance, leading B2B marketing automation software provider          the leading reason for
   Marketo develops highly useful content for marketers, focusing on the     consumers to follow
   themes of content marketing, lead generation and analytics. Marketo       brands – learning about a
   groups the content together by topic, allowing a reader to quickly jump   sale, coupon, or discount.
   from novice to well-read in a particular area.
                                                                                         Source: Ragan.

                                                      Implications for Marketers
                                                        Mix it up. Consumers are interested in both your
                                                        content and special offers. Create a content
                                                        strategy that fulfills 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 infor-
   mation. Prospects who download your content should be nurtured and moved down the sales funnel.

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

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

  Implications for Marketers
   Millions of potential consumers are searching on Twitter. In today’s      STAT 5.1:
   world, it’s as important to be on social channels as it is to have a      Microsoft Sites ranked
   website, in most cases. Millions of searches are occurring each           second with 2.7 billion
   month – and they are likely your prospects, current customers or          searches, followed by
   unhappy customers of your competitors.                                    Yahoo! Sites with 2.2

  Make It Work for You:
   1. Analyze Trending Topics: Review trending topics to capitalize
   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.

                                                                                      2.7 2.2
                                                                                      2.7 2.2

                                                                                      Source: Wikipedia.

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

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

  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, reflecting what searches are driving visitors to your site.
   Develop content that answers their questions and positions you as a resource.

  Make It Work for You:
   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
   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.

         Content Strategy

                         What Target          What You               What
                         Prospects            Need To             Serves Your
                           Want                Deliver              Interest

                                                                    Source: Holland Mark.

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

   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 find 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.

   Additional Resources
        All Facebook                      Jeff Bullas
        Business2Community                MediaPost
        com.Score                         Nielsen
        Convince and Convert    
        Holland Mark                      Ragan
        HubSpot                           The Social Skinny

   Additional Awareness Resources
   EdgeRank: Stop Worrying About It and Love Your Content
   This free ebook will teach you how Facebook’s EdgeRank works and provides tips for brands to increase
   their score

   Five Killer Strategies to Dominate Social Media’s Big 3: Facebook, Twitter and YouTube
   Even with the increasing number of social networks, most experts still recognize that successful social
   marketing revolves around the Big 3: Facebook, Twitter and YouTube.

   How to Audit Your Social Marketing Efforts
   Learn how to evaluate the effectiveness of your current social marketing strategy. Identify new ways to
   improve the return on your social marketing investment.

   Social Commerce Lessons: The 6 Social Principles that Increase Sales
   Learn more about content strategies and driving sales.

   Actionable Social Analytics
   A detailed guide on how to approach your social analytics process.

   The Social Funnel: Driving Business Value with Social Marketing
   For a detailed discussion on how to effectively measure your social marketing initiatives, download our
   free e-book.

   The State of Social Media Marketing: Top Areas For Social Marketing Investment and Biggest
   Social Marketing Challenges in 2012
   Learn how leaders allocate resources, discover the top social platforms and social media management
   tools they use, social marketing investment priorities, and the practices companies will adopt in 2012.

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

   About Awareness
   Awareness Inc. is the leading provider of enterprise-class, on-demand social marketing management
   software (SMMS) for marketers to publish and manage social content, engage with their audience
   and measure the effectiveness of their social media activities across multiple social media channels.
   The Awareness Social Marketing Hub is built upon Awareness’ expertise with some of the world’s
   leading brands and marketing agencies including MLB, Sony Pictures, Comcast, Likeable Media,
   Associated Press, Cox Communications, Mindjumpers and American Cancer Society.

   The Awareness Social Marketing Hub is built to address the challenges marketers face managing
   multiple social channels. The Social Marketing Hub is the first enterprise-class application for serious
   marketers who want to plan, implement and measure meaningful social media strategies across the

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