Visual Content Analysis: Everything You Need To Know [Infographic]

统计数据显示了监视品牌社交提及的重要性

成功的品牌对他人如何看待他们有很好的了解。他们没有机会机会。他们知道不要在悬崖的底部花费所有时间解决问题，而是宁愿在变成大灾难之前就知道任何小问题。许多企业使用他们可以访问的任何技术来简化流程，积极监视其品牌的社交提及。

我们最近查看了一些数据，并发现了显示监视您品牌社交提及的重要性的统计数据。如果您忽略了其他不满意的（前）客户在他们的社交媒体渠道上拒绝您的不满意的（前）客户，那么在网上说出了一件积极的话题，就没有意义。即使您不同意他们的意见，您至少可以通过给人的印象和给予一些反应来减轻他们可能造成的伤害。

请注意，除非另有说明，否则该职位中的所有统计信息都由YouScan。YouScan helps find and analyze consumer opinions, discover actionable insights, and manage your brand reputation.

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统计数据显示了监视品牌社交提及的重要性：

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您看不到80％的社交媒体提及

You might be surprised at how often people mention your name online, particularly in their social postings. Yet, by default, you are likely to miss most of those mentions. Most businesses are not set up to monitor mentions of their brand name. The major social accounts are designed to automatically notify you when somebody mentions you. You might see some obscure mention in your feed if somebody has bothered to @name you, but if they haven’t done that, you won’t have any idea of their comments.

但是，这比这更糟糕。视觉资产中发生了很多品牌提及。同样，除非您有特殊的品牌监控软件可以在帖子中扫描视觉元素，否则您将不知道是否有人提到您。

但是，您也确实想知道品牌提及。安娜·福克斯（Anna Fox），嘉宾在杰夫·布拉斯（Jeff Bullas）博客, identified four possible; reasons for monitoring your brand mentions:

• 它使您可以与追随者和发起人有效互动，将他们变成品牌大使并培养社区。
• 它使您可以快速发现并防止潜在的声誉危机。
• 它使您可以将快乐和不快乐的客户变成品牌拥护者。
• It lets you measure the effectiveness of your marketing campaigns – more brand mentions are the most important signal of growing brand authority.

If, like most businesses, you fail to see 80% of your brand's social media mentions, you a missing a vast amount of helpful information.

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78% of customers use social media to reach out to brands

More than three-quarters of your customers choose to use social media to communicate with you. If you don’t monitor for these mentions, you are extremely likely to miss these references.

Your customers expect you to see and act upon their comments. They use social media well, and they expect the brands they interact with the do likewise.

Of course, it is a two-way process. As Nicole Votolato Montgomery in HubSpot observes, “ten years ago, marketers thought of social media as little more than a content distribution channel, but today, social media platforms are the most sophisticated ad delivery networks in existence.”

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62％的客户表示，与2年前相比，他们的客户服务期望显着增长

Running parallel to the use in social media as an essential communications channel is an increase in customer expectations. People are less sticky with their customer loyalty nowadays. They expect to receive the best performance and move between providers if somebody can offer them a better deal.

Salesforcehas noted how customer recommendations have changed over recent times. “Historically, customers have expected basics like quality service and fair pricing — but modern customers have much higher expectations, such as proactive service, personalized interactions, and connected experiences across channels.” And if they find a firm lacking in these areas, they are now very vocal in the public arena of social media.

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虽然87％的组织绝对确定他们在社交媒体上提供了卓越的服务，但只有9％的客户可以高度评价该服务

这个统计显示了cus之间存在明显的差异tomer and brand perceptions. Customers expect brands to perform at a much higher level than the brands do themselves.

This can be an alarming statistic, from a brand’s point of view. According to a Salesforce stat, “76% of customers now report that it’s easier than ever to take their business elsewhere — switching from brand to brand to find an experience that matches their expectations”. There is a real danger that the brand that sits back, resting on its laurels, will see its customer base walk to better-organized opposition.

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67%的客户认为他们的问题得到解决within 1 hour

这个统计数据确实确实强调了现代消费者的不耐烦。如果公司不知道其存在，就不可能解决问题。

This is particularly so for Millennial customers. They have grown up with computing devices since they were toddlers. They expect near real-time service. This is one of the reasons that so many firms now have online chatbots that instantly answer the easy questions and direct people to the relevant person for more complex issues.

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On average, businesses miss up to 80% of all brand mentions on social media if they don’t monitor visual mentions

Social media is rapidly becoming more visual. The days of everybody typing their messages by text are well gone.Buffer引用来自社交媒体科学家Dan Zarrella的数据，该数据表明使用pic.twitter.com链接的推文转发了94％，您会发现几乎所有社交媒体网络的类似结果。

In the current world, people tend to write shorter posts while posting more photos – it’s faster, and audiences seem to prefer a more visual approach. Many influencers don’t tag brands unless they are paid for it, so you need a visual analysis tool to pick up these untagged mentions.

因此，品牌将不可避免地发现它们有许多视觉提及，除非他们采用某种形式的视觉分析软件，否则可能会错过这些提及。

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38% of all visual mentions contain customer feedback on your product/service

If you are missing all the visual mentions of your brand, you inevitably miss essential customer feedback on your product/service. Sure, a portion of your brand mentions are neutral, and missing these will do little harm, but the remainder provides vital feedback to you on how your company is performing.

如果您错过积极的参考文献，尽管这些可能导致机会错过，但您错过了危险的负面反馈，这可能不会过于有害。

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89％的客户认为在线评论与个人建议一样多

在过去的十年中，客户评论的重要性已经增长。确实，根据Bright Local的当地消费者审查调查2018, 86% of consumers read reviews for local businesses (including 95% of people aged 18-34). They also found consumers read an average of 10 online reviews before feeling able to trust a local company.

品牌通常会以艰难的方式学习这件事，在一系列糟糕的评论之后，必须花费大量时间和资源来减轻有害影响。188金宝慱网站当然，即使是最好的业务也有奇怪的心情，但是如果您让糟糕的评论堆积在Yelp，Google，Amazon或其他相关评论网站上，那么您的业务将在不久之后就吸引新客户时会遇到问题。

In terrible situations, where brands either ignore bad reviews or don’t know of their existence, firms, have been known to have to change their business name and marketing, or even be forced into liquidation.

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如果公司的价格低于4星，则有53％的客户拒绝服务

This stat shows the importance of good ratings. Even a median score of 2.5 to 3 stars is considered unacceptable by many consumers. This is particularly so for firms that sell online. Why look at a firm with less than 4 stars when you have a whole world full of potential suppliers, many of whom proudly display their 5-star ratings for all to see.

There is another reason why brands want 5-star ratings. Google uses the grade as a factor in its search engine. Higher rated firms appear higher up the rankings in a Google search than other firms. This may not matter for a café in a small town, but it has a significant impact on firms that rely on people finding them via an online search.

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70% of marketers utilize or consider utilizing influencer marketing

我们已经谈到了以前的文章中有影响力的营销的广泛流行，包括我们的金博宝188备用网址State of Influencer Marketing 2019: Benchmark Report。在此，我们发现有影响力的营销预计今年将增长到6金博宝188备用网址5亿美元的行业，这是2017年的两倍。

The same survey found that nearly half of respondents intend to spend at least 20% of their marketing budget on influencer marketing.

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51% of clients rely on influencer’s recommendations, with 16% of them thinking that it is the most credible source

Successful influencers offer valuable information to their followers. Indeed, they genuinely influence their followers’ shopping decisions. It is no surprise that 92% of our State of Influencer Marketing 2019: Benchmark Report survey respondents believed influencer marketing to be an effective form of marketing.

Sometimes influencers receive a bad press, from dissatisfied brands claiming that influencers are overrated and ineffectual. Most of these critics have had bad personal experiences, mainly because they picked the wrong types of influencers. Just because somebody is popular and has a famous name doesn’t mean that they will automatically influence their followers’ behavior. Genuine influencers first establish a reputation for expertise in a particular niche, and their followers clearly rely on their recommendations.

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Influencer marketing campaigns return an average of $7 for every dollar spent

It can be challenging to determine an exact ROI for influencer marketing, and different surveys have produced mixed results. One thing that is common to all studies, however, is that influencer marketing produces excellent results for the average firm, exceptional results for the best firms who perform all the necessary checks and analysis, and zero or negative returns for the small number of firms who bumble into it, without setting goals and without doing the requisite homework.

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22% of all images that accompany a brand reflect the same scene

Marketing tends to be repetitive. You’ll often see the same pictures used repeatedly. Sometimes this is done quite deliberately to associate a brand with particular imagery in people’s minds.

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11% of people in the images with a brand logo perform the same activity

Again, this makes sense from a marketing point of view. Most people in pictures connected to MacDonald’s logo are probably eating. Similarly, many posts and other imagery that incorporates the Starbucks logo are probably drinking coffee.

甚至“投诉”帖子也可能具有类似类型的图像。如果您对星巴克咖啡的问题抱怨，那么您可能会像一杯咖啡在内，就像您的“快乐照片”一样，您和您的朋友在这里喜欢喝酒。

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