Believe it or not, 2014 is more than half over. Before you know it, you’ll be decorating for the holidays and finalizing your 2015 budgets. To take your mind off that, we’ve compiled some of our favorite word-of-mouth (WOM) and social-marketing memories, statistics and fun facts from the first half of this year, as well as some thoughts on what to look forward to in the coming months. Enjoy!
Here are some stats that have caught our eye:
- WOM works for toys & games: 83% of consumers surveyed in a recent study said they’re willing to spend more on a toy or game that has been personally recommended to them. (Most will spend 10%-24% more for an item that comes recommended.)
- Social media users are more likely to express their opinions about products in face-to-face social situations, according to a new study in the Journal of Consumer Psychology
- Brazil's devastating defeat in the World Cup was the most tweeted sports game ever — 35.6 million tweets!
- Ad Age reports that Adidas was the most talked-about brand on Twitter this World Cup, generating well over 1.6 million tweets, retweets and replies mentioning the brand. The Twitter handle for the soccer ball itself racked up almost 3.5 million followers!
- Research from Wharton proves that WOM works even when the topic or product may not be considered “interesting”
We ‘Like’ these numbers!
- According to a recent Pew Research Center Internet Project study, 73% of all adults who are online use a social-networking site of some sort. Almost half (42%) use multiple social-networking sites.
- Facebook is used by 57% of U.S. adults and by 73% of those age 12-17. The largest social-networking site in the world, it’s become increasingly popular with users 55 and older, with 80.4% growth in that age segment in the last three years.
- If Facebook were a country, it'd be the third-largest in the world
- Brands and organizations on Facebook receive 34,722 Likes every minute
- Instagram’s user base grew 25% in the first half of 2014 and continues to promise more engagement with brand followers than Facebook (58 times more engagement per follower) or Twitter (120 times more engagement per follower), according to Forrester.
- One in five Americans uses social media while watching primetime TV.
- The TV series with the largest Twitter reach last season was Breaking Bad, reaching 6.03 million Twitter accounts
Looking ahead: growth and measurement
In a recent study, the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA) found that 64% of marketing executives believe WOM to be the most effective form of marketing. However, only 6% say they have mastered it. As companies switch their focus from simply growing their networks to engaging their most loyal advocates, we expect the number of brands using and mastering WOM to increase quickly. The availability of great measurement tools will aid that growth as well.
The measurement of social marketing and WOM marketing has been a conversation topic and sometimes a struggle among marketers for years. What we’re looking forward to in the second half of 2014 is finally learning the true value of WOM. WOMMA is conducting a landmark study that will definitively prove that WOM is, in fact, the most powerful tool available to marketers! Stay tuned for the results, which will be revealed at the annual WOMMA Summit, taking place November 17-19 in Hollywood.
And if you just can’t wait until November, here are some impressive stats on the ROI of WOM to hold you over.