Part II. Social Media Networking - A Marketing Goldmine
Posted by: Chris on: 13 Apr, 2009
Further reinforcing my previous post regarding the continually increasing popularity of social media networks and their undeniable wealth as an imperative marketing tool, is a new report from Phil Lempert and AC Nielsen. According to Phil Lempert of AC Nielsen’s “Facts, Figures, & The Future”, “two-thirds (66.8%) of the global online population visit ‘member communities’ (blogs and social networks) a lot; Internet users worldwide spend one out of every 11 minutes at these sites.
They are now the fourth-most popular online activity—ahead of personal e-mail (65.1%)—according to the new Nielsen Global Faces and Networked Places report on social networking’s new global footprint. ‘(Member communities) have taken a foothold in every major market from 51% of the online population in Switzerland and Germany to 80% in Brazil,’ the report said.”
John Burbank, CEO of Nielsen Online states: “Social networking will continue to alter not just the global online landscape, but the consumer experience at large.”
Key findings of the report include:
• The social networking and blogging audience is more age-diverse; those between 35 and 49 made up the fastest-growing group of visitors, up 11.3 million people.
• Mobile is increasingly important. Nearly 1 in 4 (23%, or 2 million) of mobile users in the United Kingdom visited a social network through their handset, up 249% over a year ago. In the United States, 19% or 10.6 million had done so, up 156% over the year-earlier period.
• Facebook, the world’s most popular social network, is visited monthly by three in every 10 people across markets involved in the study—Brazil, Spain, Italy, Japan, UK, USA, France, Australia, Germany and Switzerland.
Regarding strategy, I share the view of the authors of this report. “Brands need to intersect consumers where they dwell and participate online to win mind share, build their relevancy, and strengthen their case for purchase at the shelf.”
To make it in the increasingly diverse market, food brands must reach out to social media networking sites if they intend to remain competitive. Many brands underestimate the viral effects of these channels and their ability to drive consumers to making a purchase decision.
Sources: AC Nielsen: Phil Lempert-Facts, Figures & The Future, April 13, 2009. Xtreme Retail: Blogs, social networks the next hot spot for brands, March 24, 2009.