what social media analytics can't tell you about your customers
TRANSCRIPT
W H AT
SOCIAL MEDIA ANALYTICS C A N ’ T T E L L Y O U
ABOUT YOUR CUSTOMERS COMPANIES DON’T KNOW IT YET , BUT THERE IS A GAPING HOLE IN
THE B IG DATA THEY ARE US ING TO ANALYZE CUSTOMER BEHAVIOR.
V IS ION CRIT ICAL IDENT IF IED F IVE S IGNIF ICANT BL IND SPOTS
IN SOCIAL MEDIA ANALYT ICS
A U D I E N C EU P D AT E S
1 0 % D A B B L E R S
5 % L U R K E R S
1 9 %
5 2 %
D O Y O U N E E D T O PUMP UP THE VOLUME O N Y O U R INVIS IBLE AUDIENCE?
O N LY 2 9 %
OF YOUR AUDIENCE ARE ENTHUSIASTS
8 5 % OF UPDATES COME
FROM ENTHUSIASTS
SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .
H O W T O B E A C U S T O M E R - C E N T R I C C O M PA N YCompanies can only become truly customer-centric when they fully understand
their customers. Find out how your company can combine social media analytics with
other sources of customer intelligence by reading our free report.
SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .
W H O Y O U R C U S T O M E R S A R E
62 %69 %
76 %
53 %57 %
65 %
53 %52 %
53 %
18 %21 %
21 %
DOCUMENTARIES
FOOD SHOWS
FASHION AND L IFESTYLE
DIY/HOME IMPROVEMENT
SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .
H O W T O M A R K E T A N D S E L L T O Y O U R C U S T O M E R S
Enthusiasts have distinct media habits, so social media analytics don’t offer the
insight you need to drive your marketing or advertising decisions.
WHAT TYPES OF TV SHOW DO YOU TYPICALLY L IKE TO WATCH?
SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .
H O W T O S E R V E Y O U R C U S T O M E R SSocial media enthusiasts shop differently from lurkers and dabblers, so social media
analytics can’t tell you how to serve your customers effectively.
IN THE LAST 12 MONTHS, HAVE YOU VIS ITED A B IG BOX STORE TO PURCHASE. . .
3 4 % 4 1 %3 1 %
AN ITEM YOU SHARED ON SOCIAL MEDIAAPPAREL
1 4 %
2 0 % 2 6 %
DABBLERS ENTHUSIASTSLURKERSP O S T O N C E A W E E K O R L E S S P O S T 2 T O 4 T I M E S A W E E K P O S T 5 T I M E S A W E E K O R M O R E
L E G E N D
TO SHARE MY OPINION ABOUT THAT MOVIE
79 %
77 %
61 %
88 %
87 %
73 %
TO RECOMMEND THEMOVIE TO MY FR IENDS
SOCIAL MEDIA ANALYT ICS CAN’T TELL YOU. . .
H O W T O E N G A G E Y O U R C U S T O M E R SMuch of social media marketing stresses in�uencer marketing: engaging the
customers who post frequently. But you also need to engage lurkers and dabblers, who are
less interested in in�uencing (or being in�uenced by) friends and family.
WHAT ARE THE REASONS YOU HAVE POSTED ABOUT A SPEC IF IC MOVIE?
Social media analytics provide a distorted view of your customers because the vast
majority of what you hear on social comes from a small slice of the social media audience.
YOUR SOCIAL MEDIA AUDIENCE IS MADE UP OF THREE D IST INCT TYPES OF CUSTOMERS.
W H AT
SOCIAL MEDIA ANALYTICS C A N ’ T T E L L Y O U
ABOUT YOUR CUSTOMERS
GET THE REPORT
AVAILABLE NOW AT V IS IONCRIT ICAL .COM/SOCIALCUSTOMERS