What do you do on your smartphone all day? If we’re honest, we can admit that the majority of our time isn’t spent on business calls or online banking. No, most of us behave like “stalkers” on social media networks, observing and obsessing over people, places, and things that are important to us. We check our social apps multiple times per day to see what our friends are eating for lunch and, more importantly, who our friends are hanging out with. Am I right?
According to the Adobe 2013 Mobile Consumer Survey, accessing social media is the number one mobile activity today. “People still predominantly use their mobile devices to gain information, including social. Of those surveyed, 71% reported using their mobile device to access social media.” People check social networks morning, noon, and night. Literally. It’s the first thing they check when they wake up in the morning. Then they check it again during their lunch breaks. Then, finally, during prime time TV viewing hours, social media activity spikes again. Does this sound like you or someone you love? If it does, you’re not alone.
In today’s blog post, I’ll explore the profiles of social users and a key way that your organization should begin engaging with them through mobile. I’ll focus on Facebook because the Adobe survey revealed that it is the “dominant social network accessed via mobile with 75%” (compared to Twitter at 28 percent, Google+ at 26 percent , Instagram at 13 percent, and Pinterest at 9 percent ). We’ll tackle those other networks in future posts.
The Three Mobile Social Tribes
Briefly, it’s important to have a cursory understanding about your audience before you begin talking and listening to them. Based on research in “From Social to Sale: 8 Questions to Ask Your Customers,” there are three main tribes of social media users: thinkers, questers, and leapers.
“Thinkers use social when they are contemplating about a purchase, but have not actively begun the research process. 48% of Pinterest purchasers, 60% of Facebook purchasers, and 70% of Twitter purchasers say that when they shared or favorited the item they later purchased.” These are the most laid back and slow-to-act of the three tribes.
“Questers research their purchase, and share or favorite specific items they are thinking about buying.” Questers are researchers and information gatherers and sharers. They want feedback on items they’re interested in. Questers are useful in disseminating information about your brand throughout their social networks.
“Leapers are inspired by social to make a purchase when they were not even thinking about the product or product category that they purchased.” You might think of this tribe as impulse buyers. They take action quickly and decisively when they see something of interest.
Keep these facts and tribal profiles in mind as we discuss a key strategy to begin socializing with them. This strategy assumes that your organization has already created a stellar Facebook brand page. To learn more, see the following video from Media Leaders’ “Learn Facebook Strategies from Starbucks, Southwest Airlines, Banana Republic, Coach and more.”
Key Social Strategy | Create Mobile-Optimized Experiences from Facebook Brand Pages
As expected, the most popular social activity on mobile is to read status updates (73 percent). However, the Adobe survey showed that “consumers are also using their mobile devices to view Facebook fan pages of their favorite brands.” What’s the organizational opportunity here? “Today’s brands should have mobile-optimized experiences for offers that are launched from their Facebook fan pages. This is most important for brands that target younger demographics, with 94% of the young segment and 88% of the middle segment accessing social networks via mobile devices.”
The worst-case scenario here is to provide an offer or promotion from your brand’s Facebook fan page that does not lead to a mobile-optimized experience. Unfortunately, 23 percent of consumers reported on the Adobe survey that they didn’t have a mobile-optimized experience when linking from Facebook to a brand’s site. This experience will end in frustration for consumers, causing your brand to lose the conversion and, potentially, customer loyalty. Remember: these perpetually connected customers expect high-speed, top-quality experiences at their moment of need. Organizations should not miss the opportunity here to drive higher conversion rates by optimizing their social campaigns for mobile engagement.
Remember to Think Mobile When You Go Social
So as you’re planning for social engagement with your customers, remember to think mobile. If you haven’t yet established a mobile and social media strategy, remember: start small. Start with building a presence on Facebook and make sure that every campaign is mobile friendly for smartphone and tablet users.