Posted by Jeff Adelson-Yan (@jeffadelsonyan)
When we at ASQ come across a webinar that provides innovative tools that can be integrated into digital marketing strategies, we’ll share our industry research legwork with you. We recently viewed “Harnessing the Power of Social Content” and pulled the following three key takeaways from the webinar:
1.) Power Sharers are four times more likely than an average user to share information about marketing / advertisements / brands
2.) Power Sharers are motivated by the desire to display intelligence
3.) Incorporating social features around content resulted in positive brand response
According to Yahoo, 82% of Americans are online today. Of them, 85% are on social networking sites. In addition, 15% of these social network users are “Power Sharers.” They describe Power Sharers as young, male and more liberal than mainstream users. They have 50% more Facebook friends and belong to more groups on social networking sites.
Takeaway #1: Power Sharers are four times more likely than an average user to share information about marketing / advertisements / brands
Power Sharers do one of the following at least once a day and do two of the following at least once a week: Post articles, post non-personal videos, use the share feature on websites to share a link to what they’re reading/viewing, post pictures from the news and other sites, and go to other sites or use news feeds to share links or content. The types of information they share fall into four main categories: niche interest, entertainment, news and marketing/ads/brands. Power Sharers tend to focus on breaking news and current and/or major events.
Takeaway #2: Power Sharers are motivated by the desire to display intelligence
Power Sharers are more involved and passionate with the information they share, motivated by the desire to display intelligence. They enjoy engaging in conversations about current events and informative content. While mainstream users share to entertain rather than inform, Power Sharers desire to provoke and stir up controversy.
Takeaway #3: Incorporating social features around content resulted in positive brand response
Before the Academy Awards aired in March, entertainment fans were surveyed to find out whether incorporating social features around content impact an advertiser’s effectiveness and brand response. Researchers found the voting site had significant impact on the brand’s favorability (increased 12%) and purchase intent (increased 13%). In addition, 40% of users surveyed liked the brand more because of its sponsorship of the social feature after just one exposure. Positive statements about the brand also increased.
If you decide to watch the webinar, come back to Asking Smarter Questions to let us know what you found insightful.
Image Source: stock.xchng (sundstrom)