【小报告】Gartner-要在社交网络上接触到最具品牌影响力的消费者，请超越“三大”网络进行投资（英.pptxVIP

Gartner for MarketersPublished 25 June 2019 — ID 2019 Gartner, Inc. and/or its affiliates. All rights reserved. CM_I_824538To Reach the Most Brand-Engaged Consumers on Social, Invest Beyond the “Big 3” Networks Evaluating potential social platform investments by levels of participation helps marketers identify opportunities for their messages to be heard moreclearly and receptively. Savvy social media marketers diversify their brand presence beyond Facebook, Instagram and YouTube.To Reach the Most Brand-Engaged Consumers on Social, Invest Beyond the “Big 3” NetworksGartner for MarketersGML@@Gartner_MKTG/marketing2 Gartner for MarketersGML@@Gartner_MKTG/marketing3OverviewKey ChallengesMarketing leaders see smaller social networks as unfamiliar, unproven territory. Lack of experience, data and insight into consumer behaviors across smaller platforms makes marketers hesitant about which additional networks to enlist to accomplish their social goals.Marketers know that distinct groups of consumers flock to smaller social platforms, but they don’t know who does that, or why. Learning the answers requires substantial effort and research that many marketers aren’t certain they should invest in.RecommendationsMarketing leaders responsible for social media marketing:Determine what new platform territory to pursue by uncovering where their brand’s social strategy aligns with consumers’ degree of platform and brand engagement on smaller social networks.Deeply investigate the way their target consumers’ social media habits on smaller platforms differ from their experiences on the biggest platforms, especially when targeting Gen Z or multicultural consumers.To Reach the Most Brand-Engaged Consumers on Social, Invest Beyond the “Big 3” Networks Gartner for MarketersGML@@Gartner_MKTG/marketing4IntroductionThe average consumer uses four social media platforms. Seven in 10 log on to social media a least once a day. These apps and sites are part of the fabric of life for m