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Social Consumers


Social Consumers

Last Updated October 1st, 2020 at 11:14 am

In the web 1.0, the queries and the search for recommendations and online advice was carried out primarily in search engines, such as Google or Yahoo! Today, the advancement and growth of social networks have placed them within this field, giving them a function within the purchase process. The most important role they play in this regard is to help consumers make decisions, that is, they advise and recommend.

More and more people consult social networks on different topics: from what car they can buy, to what place they recommend for lunch. This is where the Social Consumers are located , users who have assumed an important role in terms of inquiries and opinions, mainly on Facebook.

Depending on the product or service they are looking for, or the query they need to make, users use social networks or search engines to answer their questions. That is why companies must now investigate which channels are usually used to inquire about their products, and exploit it to add the largest Estonia Phone Number List of contacts. In either of the two options, the role of SEO is fundamental, since search through engines is the most important influence on the web.

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Active and Passive Users
M Booth and Beyond conducted a survey of 1,500 US citizens, asking which were the two products or services that they had most recently consulted on the web and how they did it. The objective was to differentiate consumers into “High Sharers” (Assets) and “low sharers” (Liabilities), the asset being the one who consults the product in question on different platforms, and shares and recommends more than the liability. For an organization, the asset has great value, since it can function as a vector between the company and a large Betting Email List of potential clients.

The survey found that:
53% of social consumers use Facebook to interact with the company or brand.
40% “Like” a product
20% use Facebook to search for certain products, at least once a week.
42% of social consumers wrote an article about a product on the web.
33% wrote a review about a certain product.
Regarding the products they are looking for, a difference is established between those with high and low involvement. High involvement products, such as computers or digital cameras, are products that require a lot of time and effort in the evaluation stage. They are expensive and complex, so they are bought in less quantity than those with low involvement: mass consumer products and lower prices.

In turn, the survey marked certain trends with regard to Assets and Liabilities. High Sharers tend to be younger, have more devices with Internet access, and are very loyal to the brands that represent them. The most sought after products are those for maisvo consumption. For their part, “Low Sharers” tend to be older, loyalty is not one of their main characteristics, that is, they are open to brand changes, and they tend to investigate High involvement products.

When looking for a product, social consumers are influenced by three channels: the brand’s own, the additional channels and the search channels. The own channels, for example, the official website of the brand, or the profiles in social networks, are those that contain the official information about the products. They have a high influence on baby products and beauty products, and almost zero influence on restaurants and travel. Additional channels are review pages, blog posts, and word of mouth. Search channels, like search engines, are the most influential for social consumers, and they make a big difference from others in electronics, music, and finance products.

In conclusion, the survey showed that after the entire process of research and consultations, 31% of consumers buy the product, 20% recommend it, 9% visit the place in question, 3% contact the company , 8% achieve greater brand awareness, 26% take no action, and 3% change their mind.

The results show that all channels play a fundamental role in a brand’s marketing strategy. The important thing is to know which is the channel that most influences the social consumer of a certain brand to achieve greater awareness in users. By identifying active users in the most frequented channels and contacting them, a company can achieve greater loyalty, more recommendations and as a result, more sales.

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