Waitrose winning social media war this Christmas
A new study has found that Waitrose is winning the social media war this Christmas, converting the most online visitors into paying customers and brand advocates.
The Supermarket UK study from Starcom MediaVest Group found that Waitrose is having a higher impact on consumer behaviour than Sainsbury’s and Tesco due to its "engaging content".
The study also revealed that shoppers taking an action on a supermarket Facebook page were twice as likely to shop there this Christmas, with 87% intending to purchase compared to 43% of those that just visited the page. On YouTube this was even greater, with 89% of those interacting online planning a purchase, versus 36%.
The insight showed that Twitter activity was a strong sign of brand commitment, with 92% of followers and 93% of those tweeting about a brand intending to purchase this Christmas.
Jim Kite, strategic development director, Starcom MediaVest Group said: "In a difficult economic environment every pound spent on media and marketing is scrutinised closely for return on investment.
"Last Christmas the big six supermarkets spent a combined £69 million on media support for their festive campaigns, and all indications are pointing toward a similar investment in 2011."
SMG undertook the research in late November 2011. Using its proprietary research tool to measure the value of a fan on social media, SMG analysed the strategies of the ‘Big 6’ supermarkets in the UK – Waitrose, Tesco, Sainsbury’s, ASDA, Morrisons and the Co-operative.
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