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BizReport : Social Marketing : July 26, 2012


Brand offers reposted by friends very likely to elicit response

Performance marketing firm Performics has released findings of a new social media survey that shows how people respond to brand offers when broadcast in various social network locations.

by Helen Leggatt

performics.jpgThere are many ways that brand offers can reach social network users but the one that 33% of respondents to Performics' survey were very likely to respond to were those reposted by a friend. Over 1 in 4 (42%) were somewhat likely to respond to reposted brand offers.

Other locations where brand offers were very likely to be responded to were:

- Brand's Facebook Page (42%)
- Newsfeed (25%)
- An ad on the social network (20%)

When it comes to engagement with branded content, Followers of a brand on Facebook were more likely to respond to content containing images (44%) or status updates (40%). However, Performics notes that response was relatively consistent across all content types including video (37%), jokes/memes (35%) and links to articles (35%).

Earlier this month social ad targeting firm 33Across surveyed 2,200 agencies and brands and found advertisers are focusing less on Facebook and more on "the rest of the Web".

Whereas in March, 58% of marketers were focusing on Facebook, the June survey found that the number looking to Facebook has dropped. Today, 71% of those surveyed said they were focusing 80% of their attention on "the rest of the Web".

When asked about their future spending plans, the picture that emerges doesn't bode well for the social network. The numbers planning on decreasing their Facebook spend are five times higher today than they were pre-IPO.

Tags: brand marketing, Facebook, social ad, social marketing, social network










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