For those that haven't seen it, in October, Invoke Solutions released a report based on their live discussion with active, highly-engaged social media users. While these participants are at one end of the spectrum, they are also highly-valued social consumers. I went through Invoke's slideshare of their results, and pulled out what I found most noteworthy. Here it is for your consumption.
What made content share-worthy, according to these social media users?
- "A considerable range of traits defined share-worthy branded social media content for participants including content that was: new or noteworthy (75%), entertaining (69%), valuable advice (68%), and exclusive information (67%)Financial benefit was also rated highly at 65%, but its fifth place ranking suggests that social media consumers can be motivated by content without necessarily expecting a financial reward"
- Valuable advice was one of the traits sited for shareworthy content. Third behind new/noteworthy and entertaining.
- Most commonly mentioned keywords re: sharing a brand were "product" "new" "coupon" and "contest" (mostly around fun or interesting contests/ads). Shareworthy items were new, of high quality, or different in some way. Or, there was a money-saving opportunity associated with it.
People trust their friends' opinions, and dedicated communities
- 47% of participants reviewed comments on the Facebook pages of people they know when considering purchases. Further 37% of participants rated those comments as very important to their purchase consideration.
- 49% of people started following a brand because a contact did.
- They trusted community sites dedicated to a particular interest area most.
Financial incentives are still best for Likes
- "A third of participants would follow a brand for a coupon."
- "Nearly a quarter of participants tried a product they would not otherwise have, due to a coupon, deal or discount offervia Facebook"
- Participants gave highest scores to companies that use SM to drive product awareness and get their input in product development
- Top reason for using social networks were to keep connected and be entertained, but sharing and getting info via their network as 3rd and 4th.
Overall, this report is good news for those doing content marketing and engaging with customers by providing useful and valuable information and advice. And...you can never go wrong offering financial advantages to these users.