Marketing in a Digital World
SMB & Consumer Survey Results, 2011
Marketing in a Digital World SMB & Consumer Survey Results, 2011 Zoomerang surveyed decision-makers in U.S. businesses with less than 1,000 employees as well as consumers to understand their use of social media, particularly Facebook as a means to interact. A Zoomerang online survey was used to collect and analyze the data.
Objective - Obtain a deeper view of how small to mid-sized businesses (SMBs) and consumers are using social media tools to interact for business purposes.
Results - In total, 1180 SMB decision makers (e.g. founders, managers, etc.) and 500 consumers completed the survey providing insight into their social media use, Facebook preferences and how each segment uses these tools to interact for business purposes.
Key Takeaways -
- Nearly half of the surveyed SMBs utilize social media to market to customers; of those, an overwhelming majority (86%) have Facebook accounts
- The top three favorite features by both SMBs and consumers are photos, messages and status updates
- According to surveyed SMBs and consumers, the most effective tactics for businesses to reach customers are wall posts and direct messages
- Of SMBs and consumers who use daily deal sites, Groupon is the most frequently used. Yet, nearly half of surveyed consumers believe Facebook is more effective than daily deal sites
- The top three reasons SMBs use social networks are: connecting with customers, visibility and self-promotion. Consumers primarily connect with businesses on Facebook due to personal interest and for exclusive offers
- The top three things businesses want to know from customers via Facebook are: customer satisfaction with products/services, customer satisfaction with service provided, and ideas for new business promotions
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