Performics & ROI Research: The Impact of Social Media

10 11 2009

Performics, the marketing arm of Publicis Groupe’s VivaKi Nerve Center, and analytics firm ROI Research, unveiled a joint-effort report at New York Ad:tech with some impressive findings. The report was compiled using over 3,000 responses to an online survey from social network users.

performics roi research

Here are some of the quick take-away’s:

  • 46% have recommended or talked about a product or brand on Facebook, and 44 percent have done the same on Twitter.
  • 31% felt social networking sites are great for seeking company and product information.
  • 30% learned about a new product, service or brand from a social networking site, and 25 percent have gone directly to an online retailer or ecommerce site after learning about a new product or brand.
  • 25% have recommended a product or brand to friends through social networking sites.
  • 20% have discussed them on social sites after seeing an ad elsewhere.
  • 27% reported being receptive to invitations to events, special offers or promotions received through social networking sites.

Notable Quotes:

  • “Brands have a bigger opportunity than people would think-consumers are open to receiving promotions and offers from brands that they’ve connected with through social networks…Social networking between a consumer and a brand has created this interesting dynamic where you’re making a brand your friend and you’re treating like a friend.”” – Scott Haiges, president of ROI Research.

As far as which brand messages connect with consumers, as you can imagine freebies and deals dominate.  Printable coupons are at the top (surprise surprise – people like free stuff!), with 32 percent of consumers saying it resonates with them. Sales and special deals (28 percent) and offers to win points for some type of online currency (23 percent) follow.

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