Gartner-为了在社交网络上接触到最具品牌参与度的消费者投资于“三大”网络之外（英）-2023

Gartner

for

MarketersTo

Reach

the

MostBrand-EngagedConsumers

onSocial,

InvestB

eyond

the

“Big

3”NetworksPublished

25June

2019

—ID

G00388746©2023

Gartner,Inc.

and/oritsaffiliates.Allrightsreserved.

CM_I_824538To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksEvaluatingpotentialsocialplatforminvestmentsby

levelsofparticipationhelpsmarketersidentifyopportunitiesfor

theirmessagestobeheardmoreclearlyandreceptively.

SavvysocialmediamarketersdiversifytheirbrandpresencebeyondFacebook,InstagramandYouTube.GartnerforMarketersGML@@Gartner_inc/marketing2To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksOverviewRecommendationsKey

ChallengesMarketingleadersresponsiblefor

socialmediamarketing:•

Marketingleadersseesmallersocialnetworksasunfamiliar,unproven

territory.

Lackofexperience,data

andinsightintoconsumerbehaviors

across

smallerplatforms

makesmarketershesitantaboutwhichadditionalnetworkstoenlisttoaccomplishtheirsocialgoals.•

Determinewhatnewplatformterritorytopursuebyuncovering

where

theirbrand’s

socialstrategy

alignswithconsumers’

degree

ofplatform

andbrand

engagementonsmallersocialnetworks.•

Marketersknowthatdistinctgroupsofconsumersflocktosmallersocialplatforms,buttheydon’tknowwhodoesthat,orwhy.

Learningtheanswersrequiressubstantialeffortandresearchthatmanymarketersaren’tcertaintheyshouldinvestin.•

Deeplyinvestigatetheway

theirtargetconsumers’socialmediahabitsonsmallerplatformsdiffer

fromtheirexperiencesonthebiggestplatforms,especiallywhentargetingGenZormulticulturalconsumers.GartnerforMarketersGML@@Gartner_inc/marketing3To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksIntroductionAsaresult,someconsumerssimplycontributelessorloginlessoften,butothersquitaltogether.Inthelastyear,

morethanathirdofconsumersdeletedanaccountonasocialplatform.Almostthree-quarters(73%)saytheyusesocialmediaprimarilytocheckoutwhatothersare

doing,ratherthantoshare

updatesaboutthemselves—8%

more

thansaidsoin2015.

Marketing

leadersare

sensitive

tothesemountingconcernsfromconsumers,butthereislittletheycandotopreventdefections,letaloneturnthetideonmajorsystemicfiascoes.Socialmediamarketersalsocontinuetostruggletocontendwithongoingalgorithmicchangesthatmakeiteverharderfor

brandedpoststoreachasmanyconsumereyeballsastheywouldlike.Theaverageconsumerusesfoursocialmediaplatforms.Sevenin10logontosocialmediaaleastonceaday.

Theseappsandsitesarepartofthefabricoflifefor

mostpeople,andmarketersarewellaware:Socialmarketingisalreadythefifthhighestareaofinvestmentfor

marketingleaders,commanding7.1%

ofthetotalmarketingbudget.Whilemorethan60%ofmarketingleadersexpecttoincreasespendingonsocialmarketingin2019,

mostofthemplanincreasesforthebiggestplatforms,includingFacebookandYouTube.

Conscientiousmarketersseeearlyindicatorsthatsuggestthebloomisofftherose

for

consumerswhousethebiggestplatforms.

Yet

thesetroubling

developments

haven’t

yetspurred

marketerstomakebigshiftstodiversifytheirinvestmentsacrosssmallerplatformsbuttheyshould.Marketerscanhedgeagainstadecreaseinconsumeractivity,receptivityandvisibilityonthebiggestnetworksbysupplementingwithsmallernetworks.

Whilethesemay

beless

populous,theyhousehotbedsofdistinctconsumergroups

withvery

specificideas

aboutwhatshouldtake

placethere.

Marketers

whomeettheseidiosyncraticexpectationsfor

engagementwillbenefitfromtheupsidesofunsaturated,freshsocialterrain:boostsinbrandawarenessandbrandperceptionaswellasa

deeperunderstandingofconsumertargets.

Thisnoteteachesa

modelfor

pinpointingthealternative,

“second-tier”

networks

rife

withhighlyengagedconsumersandhelpsmarketersunderstandwhatspecificconsumerManyconsumersreportconflictedfeelingsabouttheirhabitualuseofbigsocialplatformsinthefaceofmountingprivacyconcernsandpolarizingchatter.MostconsumersintheU.S.

saysocialmediaservicesdomoretodivideAmericansthanbringthemtogether,andonlyaboutathirdhave

positivefeelingstowardFacebook.Everyweekbringsnew,

scandalousheadlinesforcingconsumerstoscrutinizetheirownuse—fromdatabreachesatFacebooktofakeaccountsonInstagramandinappropriatecontentorangrycreatorsonYouTube.

Michelle,aBoomerfromsuburbanCaliforniaandfrequentFacebookuser,

sumsuphergrievanceswithsocialmediainthisway:

“Therearetoomanyannoyinganduselessbots,spam,trolls.It'sdifficulttoseparatethetrashfromthecontentIwanttosee.Thereistoomuchmisinformationandnegativity.”groupswantandexpectfromeachone.GartnerforMarketersGML@@Gartner_inc/marketing4To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksAnalysisSupplement

Social

Strategy

With

Smaller

PlatformsWhere

Consumers

Are

Most

EngagedSmallerplatformsoffermarketersaccesstomanyofthesameconsumersthatcanbefoundonthelargeplatforms,becausemostconsumersonasecond-tiernetworkalsouseatleastoneofthefirst-tier,most-populous1

networks:Facebook,YouTube

orInstagram.Butthoughthey’rethesamepeople,thecontextisdifferent.Interactionslookdifferentonthesesmallerplatforms.Althoughsecond-tierplatformsare,by

theirverydefinition,lesspopular,consumerswhofollowbrandsonthemtendtobemoreengagedwiththosebrandsthantheyareonfirst-tierplatforms.Thesmallernetworks,then,punchabovetheirweight.Infact,retailerswithlargesharesofsocialtraffictotheirsitesreceivejustasmuchinboundtrafficfromsmallerplatforms(e.g.,Pinterest,Reddit)astheydofromthebiggest(e.g.,Facebook,YouTube).Platform

engagementThiscriterionquantifies,onaspectrumfromlowtohigh,therelativeamountofconsumeractivityandthe“stickiness”ofeachsecond-tierplatform.Itmeasureshowoftenuserslogin,howtheirfrequencyofuseontheplatformchangedinthelastyearandhoweasyordifficultuserssaiditwouldbetostopusingtheplatform.Brand

engagementTo

parsehowengagedconsumersareonspecificsecond-tierplatformsandhowreceptivetheyaretointeractingwithbrandsoneach,marketersshouldstudytwocriteria:platformengagementandbrandengagement.Theengagementdatainthisnotewasderivedfroma

consumersurveyspecificallydesignedtomeasuresocialmediahabitsandbehaviors:Thiscriterionquantifies,ona

spectrumfrom

lowtohigh,theproportionofconsumersreceptivetointeractingwithbrandsandcompaniesoneachsecond-tierplatform.Itmeasurestherelative

numberofconsumers

already

following

brands

ontheplatform,

how

acceptingthey

are

ofbrand

contentintheirfeedsandhow

manyofthemprefertousetheplatformastheirprimarychannelfor

interactingwithbrands.GartnerforMarketersGML@@Gartner_inc/marketing5To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksPlottingplatformengagementagainstbrandengagementbringsafieldof18second-tiersocialplatformsintofocusandrevealsfourdistinctgroupingsofsmallernetworktypes(seeFigure1):3.

Learn

quadrant1.

Interact

quadrantOpenforumswhere2.

Connect

quadrantHosts

of

niche

communitieswithunwrittenrules4.

Accomplish

quadrantTask-specificdestinations,oftenusedfor

collaborating,archiving,networkingorotherproductivity-relateddutiesHubsoflocation-specificinformationandreviewsusersexpecttoconnect,expresstheiropinionsandshareinformationthatgoverncontentandinteractionsamongusersFigure1.

Thesecond-tiersocialmedialandscapeConsumers’

degree

of

platform

engagement

and

brand

engagement

across

social

platformsFacebookConnectInteractYouTubeMediumInstagramSnapchatWhatsAppDiscordRedditWeChatTwitterPinterestTwitchSlackTikTokQuoraTumblrLinkedInFoursquareYelpPeriscopeFlickrAccomplishLearnBrand

engagementSource:Gartner

Social

Media

Survey,January

2019GartnerforMarketersGML@@Gartner_inc/marketing6To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksByunderstandingthespecificconsumerattitudesandbehaviorsConnect

quadrantbehindtheusageoftheplatforms

plottedineach

quadrant,

marketingleaders

can

locate

the

specific

platforms

where

theirtarget

consumersareengaged.Then,theycanbegintoactivatesocialstrategiesthattakeadvantageoftheuniqueattributesoftheirdesiredchannel.Highplatformengagement,lowbrandengagementSecond-tierplatforms:

Discord,Reddit,TwitchSocialplatformsintheConnectquadranthavehighplatformengagementbutrelatively

low

brand

engagement.Whileconsumersare

increasingly

active

ontheseplatforms,

fewer

follow

brandsandusers

are

lesswelcoming

ofbrand

contentintheirfeeds.Consumers

seeklike-minded

others

andshare

culture,entertainmentandpersonal

interests,

butbrands

aren’t

always

welcome.

Bryan,aMillennialfrom

suburbanColorado,

says

heturnstoReddit

“toseewhatactualpeoplearesayingwithoutcensorshipbuttingin.”Interact

quadrantHighplatformengagement,highbrandengagementSecond-tierplatforms:

Twitter,

Medium,Pinterest,WhatsApp,Snapchat,WeChatSocialplatformsintheInteractquadrantholdthemostpromisefor

marketingleaderstoconnectwithreceptiveconsumers,astheplatformsinthisquadrantarecharacterizedby

highplatformandhighbrandengagement.Consumersareincreasinglyactiveontheseplatforms.Manyofthemfollowbrandsalready,

anduserssaytheyaremoreopentointeractingwithbrandsherethanonothersmallernetworks.Interactionsspanawiderangeofbehaviorsandgenres,andmanyconsumersuseeachplatforminthisquadrantforadifferentpurpose.For

example,Tricia,aMillennialfromsuburbanSouthCarolina,sayssheusesTwitter

for

“newsandinformation,”Snapchatfor

“photosharing”andPinterestfor

“recipesandideas.”Recommendation:Low

brandengagementdoesn’tmeanlowbrandopportunity.Itjustmeansahigherbartoentry.

Monitortheplatformbeforedivinginby

conductingextensivesociallisteningtounderstandtherulesyoumustfollow,

andthesentimentusershave

towardyourbrand,soyoudon’triskachillyreception.Oneway

tolisteninontheactionandgatherintelisto,

likeAudi,hostinteractionsontheseplatformsthatdon’tputabrandorproductatriskofgettingdownvotedintooblivion.To

promotetheAudiSportdivision,AudihostedalivebroadcastcelebrityAMA(AskMeAnything)onRedditfromthepassengerseatofanAudidrivingat130MPH.ButmostofthequestionswerenotaboutAudiatall.CelebritiesincludingElizabethBanksandAdamScotttalkedabouteverythingfromtheworktheydotoouterspace.Recommendation:Engageconsumerswithsocialstrategiesthatfacilitateinteractionsamongotherconsumers.Coca-ColausedSnapchattoinsertitsbrandintointeractionswhereconsumerswerealreadysharingpersonalstoriesandphotoswithfriendsandfamily.

Coca-ColateamedupwithMELT

tocreatecustomSnapchatfiltersfor

eachstopontheCollegeGamedayTour

andBitmojiavatarsfor

ESPN’sCollegeGamedaytalent.TheSnapchatcampaigncovered15stopsontheCollegeGamedayTour,

utilizedover

30customfiltersandhadatotaluniquereachofover

3.8

millionconsumers.GartnerforMarketersGML@@Gartner_inc/marketing7To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksLearn

quadrantLow

platformengagement,highbrandengagementAccomplish

quadrantLow

platformengagement,lowbrandengagementSecond-tierplatforms:

Foursquare,Yelp,

TikTokSecond-tierplatforms:

Slack,LinkedIn,Quora,Tumblr,

Flickr,PeriscopeConsumersusetheseplatformslessfrequentlythanothersmallernetworks,whenconsumerslogon,they’re

oftenengagingwithbrandstogatherbusinessandrestaurantreviews,consumerrecommendations,andcheck-insfrom

theirfriendsandotherusers.Elizabeth,a

Millennialfrom

urbanNewYork,

usesYelp“tonarrowdowntheoverwhelmingamountofoptionsofplacestoseeandeatat,especiallywhenI'mtraveling.”SocialplatformsintheAccomplishquadranthave

thecombinedlowestdegreeofplatformandbrandengagementacrosssecond-tiersocialplatforms,butthisischanging,especiallyamongtheonesthatareemergentnewcomers.Rightnow,

severalareusedprimarilyfor

work-relatedtasksand,thus,relativelyinfrequently.Whenconsumersdospendtimehere,they’rerarelyinteractingwithbrands.Marissa,aMillennialfromurbanCalifornia,usesSlackbecause:“Ihave

tohave

itfor

work.”

Asfor

LinkedIn,“It’snecessaryfor

jobs.”Recommendation:Thekey

hereistobeeasytofind—bothonline,andoff.

Informconsumersaboutyourbrand’slocationordestination.Filterandtaginformationthatfacilitatesconsumers’accessandenablesbrandstoharnessrelevantinformationaboutaconsumer’sspecificlocation.Recommendation:Thelackofbrandengagementhereindicates,amongotherthings,alotofwhitespaceforbrands.Helpconsumersenhanceefficiency,collaborationorknowledgegatheringwhilethey'relaser-focusedonthetaskathand.MillerCoorsusesFoursquare’sPinpointaudiencesegmentstoinformitsapproachtosendinglocation-basedadstoitscustomers.Usingcategoriesofanonymized

audiencegroups

provided

byFoursquare’s

locationdata,MillerCoorsisderivinghow

locationdatacanassistinreachingconsumersinsmallconveniencestores,barsandrestaurants.Domino’sgave

anodtoefficiencyandcollaborationby

creatingaSlackappwhereconsumerteammemberseitherorderpizzaviaadirectSlackmessagetoDomino'sorcollaborateonagrouporderinachannel.TheappisavailableintheSlackAppDirectory,whereuserscanaddandremoveseveraldifferentappsrelatedtotheirworkspace.GartnerforMarketersGML@@Gartner_inc/marketing8To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksDig

Deeper

on

Smaller

Platforms

to

PinpointKey

CohortsDeleted

an

account

on

a

social

media

platformThesecond-tiersocialmediaplatformecosystemlooksdifferentwhenplottedusingthebehavioralandattitudinaldataofspecificconsumergroups.So,

marketingleadersshouldgettoknowtheirtargetconsumers’socialmediahabitsonsmallerplatformsinadeeperway

(vs.thebiggestplatforms)toidentifywheretheirkey

cohortisgatheringenmasse.ThisisespeciallypertinentformarketingleaderstargetingGenZormulticulturalconsumers,becausethoseusersengagemorefrequentlywithsecond-tiersocialmediaplatformsandfollowthemostbrandsacrossplatformscomparedtoothercohorts.56%37%GenZconsumershabituallyengagewithsocialnetworks,andmorethanfour

in10are

onlineona

nearconstantbasis.Thismakesthema

ripetarget

for

brandsonsocial,buttheirloyalty

canbeharder

toearn,asmore

thanhalf(56%)ofGenZ

consumershavedeletedanaccountona

socialmediaplatform

compared

tojust37%

oftheU.S.

generalpopulation.PlottingGenZ’s

platform

andbrandengagementacross

second-tiernetworks

ascompared

tothegeneralpopulationintheU.S.

reveals

whichsecond-tiersocialplatforms

are

clickingwithGenZ,andwhere

they’re

mostopentointeractingwithbrands(seeFigure2onthenextpage).Gen

ZU.S.

generalpopulationGartnerforMarketersGML@@Gartner_inc/marketing9To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksFigure2.TheGenZsecond-tiersocialmedialandscapeThe

degree

of

platform

engagement

and

brand

engagement

across

select

social

platformsGenZconsumersU.S.

generalpopulationConnectSnapchatInteractTwitterRedditSlackSnapchat

DiscordTwitchDiscordReddit

TwitchSlackTwitterLinkedInAccomplishLearnLinkedInBrand

engagementSource:Gartner

Social

Media

Survey,January

2019GartnerforMarketersGML@@Gartner_inc/marketing10To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksItwillcomeasnosurprisetomarketersthatGenZconsumershavemarkedlyhigherplatformandbrandengagementonSnapchatandTwitter

thantherestoftheU.S.

population,indicatingintenselevelsofactivity.ButDiscordandRedditactuallyqualifyasInteractplatformsfor

GenZ—ratherthanConnectplatformsliketheydoforthegeneralpopulation.Thismeansthatyoungerconsumersarefarmoreopentobrandengagementinthisterrainthanothersare.More

multicultural

consumersendorse

values

related

toself-expression

than

whiteconsumers

do52%49%Moremulticulturalconsumers—thosewhodon’tidentifyasonlyCaucasian—endorsevaluesrelatedtoself-expression(includingindividuality,identityandcreativity)thanwhiteconsumersdo.Thesevaluesmanifestintheirapproachtosocial:52%ofAfrican-Americansand49%ofLatinosandAsian-Americansbelievethatsocialmediaisinfact“thebestway

tosharemy

voice,”

comparedtojust39%ofCaucasianconsumers.Whenitcomestosecond-tierplatforms,multiculturalconsumersgravitatetowardopenplatformswhereusersconnectandexpresstheiropinions,includingTwitter,SnapchatandPinterest.Theyengagelessonplatformsthathostniche-bordering-on-insularcommunitiesofusers,includingReddit,Twitch

andDiscord(seeFigure3onthenextpage).39%African-Latinos

andAsian-AmericansCaucasiansAmericansPercentageofrespondentswho“believesocialmediaisinfactthebestway

tosharemy

voice”GartnerforMarketersGML@@Gartner_inc/marketing11To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksFigure3.

Themulticulturalsecond-tiersocialmedialandscapeThe

degree

of

platform

engagement

and

brand

engagement

across

social

platformsMulticulturalconsumersCaucasianconsumersConnectDiscordInteractSnapchatRedditSnapchatTwitterTwitchTwitterPinterestRedditPinterestDiscordLinkedInTwitchLinkedInAccomplishLearnBrand

engagementSource:Gartner

Social

Media

Survey,January

2019GartnerforMarketersGML@@Gartner_inc/marketing12To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

NetworksRecommendation:Pinpointthesmallerplatformswhereyourbrand’skey

cohortsareoverindexing,ifanywhere,andtapintotopicsorcontentthatresonatewithusersonthoseplatforms.AT&T’s

social-mediaentertainmentstudioHelloLabcreatedamultiplatform

showabouthigh-schoolbullyingcalled“GuiltyParty”thatusedsevensocialplatforms,includingDiscord,totellthestoryinrealtime.A

“GuiltyParty”Discordchannelwas

positionedasbeing“owned”

by

oneoftheshow’s

characters.

Asothercharacterswere

introduced,

Discord

fans

grilledthem,collaboratedonhomework

assignments,shared

clues

andeven

asked

for

lifeadvice.Inaddition,a“GuiltyParty”botallowedfanstoidentifythemselvesas“Team

Alvaro”or“Team

Dan,”

andformtheirownsubcommunities.Theseasonhasended,butfansarestillactiveontheDiscordchannelanduseitasasafespacetocontinuetoexploretoughissues.GartnerforMarketersGML@@Gartner_inc/marketing13To

ReachtheMostBrand-EngagedConsumersonSocial,InvestBeyondthe“Big3”

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