Invade My Privacy! : WHY Social Media Targets PPM People
March 25, 2013
For the past few weeks, we have been sharing with you some dramatic new data about Social Media.Â Â Social Media is now central in the daily life of many radio listeners.Â Â For many demos, skewing female and younger, Social is already as important as, or more important than, morning shows and music radio.Â Â
Based on that fact alone, you should strongly consider including an effective Social Media / Direct Marketing campaign into your advertising plans.Â Â Immediately.Â Â Both because it is where the audience hangs out and because the best opportunity to make an impact is now, before the competition catches up.Â But Social Media looks even better when we focus on PPM Prospects.Â Â It turns out that the more a listener is into Social Media, the more likely she is to say yes to an Arbitron PPM.Â Â So here we have an ideal platform to target the very listeners who determine our ratings.Â Â And indeed, the success stories are proving that this is much more than theory.Â Â Stations using proven Social Media Marketing tactics, often under the radar, are enjoying immediate results.
This week, let’s look at exactly why Social Media reaches PPM Prospects so effectively.Â Â It’s a “duh” once we think about it.Â Â Very simply, stations need to reach people who are willing to become data-exhibitionists.Â Â Willing to share personal information in public, via some digital technology, that can collect massive amounts of data and pass that data on to commercial voyeurs.Â Â And if they are willing to do so freely and constantly via one digital technology, they are more inclined to do so via another one.
Listeners Who Value Social Media are High in PPM Acceptance
Let’s set the table by showing that strong Social/PPM correlation.Â Â As you look through the PPM data below, the percent of the sample who say yes to the initial PPM question will look very high.Â Â It is.Â Â For two reasons: One, to begin with, we are not looking at the general population, but only at the much narrower subpopulation that matters.Â Â Only that that small slice of the population who will become radio research subjects for money.Â Â These are not “normal” people.Â Â People who are less protective of their privacy, and are willing to share personal information, spend time, and tolerate inconvenience, for a price.Â Â Two, invariably a much higher percentage of research subjects predict that they will do a certain behavior than will actually do the behavior.Â
Simple and clear.Â Â Social Media junkies, the group represented by “6” above, said “yes” to the initial theoretical PPM question at better than a 7:3 ratio.Â Â Meanwhile, the group represented by “1,” those who are apathetic toward Social say “yes” only slightly more than “no,” at a ratio of about 4:3.
So what’s going on here?
Widespread Concerns About Technology And Privacy
Now let’s take a couple steps back and ask listeners their attitudes about technology.
In every demo cell, a majority say they are concerned about digital data collection.Â Â And this, remember, is among that less-private minority of the population who are willing to be researched!Â Anxiety is highest among Women 35+.
So does the concern rise to the level of “dangerous”?Â Indeed it does, for 25-35% of each demo cell, even among these people who are at that moment sharing their data!Â And while that concern does skew slightly older, plenty of younger adults also feel that way.
Technology-Worriers Are Less Likely to Have Smartphonesâ€¦OR PPM’s!
Those who are most concerned about technology often translate those thoughts into action.
Look at the remarkable consistency in the data above.Â Â Listeners who are not worried about this stuff are much more likely to have smartphones than those who are very worried about it.Â Â And, in virtually identical proportions, they are also more likely to say “yes” to the PPM question.
Meanwhile, Social Media Targets Smartphone Owners
Now, let’s connect the dots.Â Â What’s this got to do with advertising on Social Media?Â Everything.Â Â
The smartphone-avoiders, the group on the right, are in Social Media apathy, low in Social Media passion.Â Dramatically different from the smartphone owners on the left.Â Â So remember that parallel between smartphone-avoidance and PPM avoidance?Â The tech-trusters, the people you want, tend to value Social Media.Â Â The smartphone-avoiders, the people you really don’t want, who probably won’t accept a PPM, do not, in general, frequent Social Media.
What this means to you
Amazing efficiency of targeting.Â Â The people you want the most, your listeners who could become your PPM-carrying listeners, match up very attractively with social media.Â Â
Act now and act quickly, before everybody else catches on and the window of competitive opportunity closes.
Talk to your marketing partners.Â Â Talk to your consultants.Â Â Don’t try to do this yourself.Â Â The new tool of Social Media Marketing absolutely works, but only if you use it correctly.Â Â Make sure you are working with someone who knows the ropes and what works and doesn’t work.Â Â Put together a results-oriented, thorough, ongoing, strategically-placed and scheduled, campaign.Â Â A campaign that goes much deeper and longer than just dipping your toes in the water.Â Â A campaign that gets you into completely immersed in social media.Â Because that’s where you will find your target listener.Â Â And probably not your competition.