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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

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

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

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.

1 comments
Doroteya
Doroteya

Great post Ray. With the Hummingbird now in action we should all haver a mobile optimised website. To be honest I thought that the percentage of non optimised websites would be even higher.