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Mass Relevance Releases New Research: Social Integration Drives Consumer Engagement, Trust
AUSTIN, TX, Dec 17, 2012 (MARKETWIRE via COMTEX) --
Mass Relevance, the technology leader in social curation and
integration, today released a new research study that quantifies the
impact of social integration on customer engagement, brand preference
and purchase intent. The report is the first in a series of studies
by Mass Relevance and finds that consumers want to engage with brands
that integrate social media and prefer to do business with social
brands. Key findings include:
-- 60 percent are more likely to share the messages of brands that
integrate social experiences into their own digital properties (the
brands' web sites, mobile app, etc.).
-- Simply integrating social media gives brands a competitive advantage:
59 percent of respondents are more likely to trust brands that
integrate social media.
-- Nearly two-thirds have already made a purchase based on social
content.
"This study proves that people want to engage with a 'social brand' and
shows how brands can begin to build social experiences that drive
interaction and sales," said Sam Decker, founder and CEO of Mass
Relevance. "Through the case studies and data shared in this report,
we can see how brands are integrating social experiences into their
owned media assets to connect with customers in an entirely new,
interactive and engaging way."
Research Highlights:
The survey finds that the majority of people
surveyed are already utilizing social media to find and share
information about brands. Consumers are now more likely to engage
with brands that have 'gone social' and share the messages of those
social brands. They also tend to prefer to do business with social
brands and many of them have already made purchasing decisions based
on social content.
Social Engagement:
Consumers pay more attention to brands that
create social media experiences and spend more time on a brand's
website when social media is integrated:
-- 75 percent of those surveyed are already talking about brands on
social media. For the 18-34 year old segment, this number increased to
91 percent.
-- The majority of respondents (58 percent) reported that they are more
likely to interact with brands that integrate social media, while only
16 percent are not. 62 percent of those surveyed said that they are
more likely to stay engaged with brands that integrate social media.
-- Success Story: American Idol found that fans who interacted with a
social hub spent seven times longer on the show's website than those
who did not interact with the digital experience. Their 2011 finale
received 1.4 million social comments during the show, breaking the
record at that time.
Amplification and Reach:
Integrating social media into marketing
efforts not only increases engagement within a platform, but it
expands reach to new audiences and channels:
-- When asked about brands that integrate social media on their websites,
60 percent of respondents reported that they were more likely to share
experiences with the brand or product, while only 16 percent were
not.
-- More than half of the respondents (56 percent) said they would be more
likely to encourage friends and family to try new products from the
brand.
-- Success Story: TaylorMade-adidas created a social conversation hub to
engage fans, allowing them to interact with each other and with some
of the sport's biggest brands for the US Open. As a result, they added
19,000 new fans and were the top ranked brand for engagement on
Facebook.
Brand Preference:
In addition to reaching more people, brands that
integrate social media increase the level of trust and positive
perception by the audience:
-- 59 percent of respondents reported that they are more likely to trust
brands that integrate social media.
-- 46 percent stated that they would prefer to do business with companies
that use social media. For the 18-34 year old segment, this number
increased to 67 percent.
Purchase Intent:
Consumers are increasingly making purchasing
decisions based on social media content:
-- Nearly two-thirds of those who use social media to find information or
share feedback about brands have purchased a product based on social
media content.
-- 63 percent of respondents reported that they were more likely to buy
products and try new things because of the social comments of others
while only 12 percent said they would not.
For more access to the full research study, please visit
www.massrelevance.com.
About Mass Relevance
Based in Austin, Texas, Mass Relevance enables
entertainment, media, retail, and manufacturing brands to drive
real-time social engagement through social curation and integration.
In the past nine months alone, Mass Relevance has delivered more than
three billion pieces of social content to multiple digital surfaces
(curated from over nine billion pieces flowing through the Mass
Relevance platform) to support iconic events like the Super Bowl and
Academy Awards, launches such as The Avengers and Madonna MDNA, and
television phenoms American Idol, X-Factor, WWE and The Voice. The
company serves more than 150 clients including "Big Four" television
networks, seven of the top 10 2011 cable networks, as well as top
brands like Target, Cisco, Ford, Samsung, New York Giants, Pepsi,
Purell and Victoria's Secret.
The company is privately held with venture capital funding. For more
information, please visit the company's website at
www.massrelevance.com, on Facebook and at Twitter.
Erica Cenci
Brady PR for Mass Relevance
Phone: 402-889-2674
Email: Email Contact
SOURCE: Mass Relevance
http://www2.marketwire.com/mw/emailprcntct id=F7EEDAFDBE1B852E
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