Convincing people to share your news/offers/brands with other people is most likely one of your marketing goals in 2011. If only because extending the reach of a campaign gets you greater results for the same spend.
Combining email marketing and social media to achieve that is becoming very important – but perhaps it’s no shock that email is key; around two and half times more people share using email than social media.
A new report by AOL and published in partnership with Nielsen, proves what people share, where they share it, and why. Sharing content is the number one driver for sharing both with email and social media.
Brand plays a critical role. If you need a reason to invest more branding budget in your email and social, here it is: Nielsen reports that brands play a key role: 60% of all content-sharing messages specifically mention a brand or product name. That makes sense when you see the reasons people share – they want to share trusted information.
Consumers say trust and a desire to help people are key factors in deciding which content to share:
38% share information from people they trust.
36% share important information that helps others (e.g., traffic reports, how-to, community information).
35% share items about popular culture.
32% share information pertaining to common interests.
Email is the primary content-sharing tool among surveyed consumers (66%), followed social media (28%) and instant messaging (4%). Most People Share via Multiple Platforms. And, 99% people who share content via social media also use email to share content. It’s a great report – you can read AOL’s release here. And Marketing Profs dissect it more, and provide graphs here.
Search the blog for more from our team at Jericho on email marketing and social media (we started for you, below):
About the study: Findings are based on Nielsen’s NM Incite Social Media Monitoring tools, Online Behavior Panel and Attitudinal analysis, tracking more than 10,000 social media messages; and on a survey of more than 1,000 Nielsen Online panel members for 10 consecutive days, December 14-23, 2010