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SXSW Interactive 2014

Social to Sale: How Social Media Drives Purchasing

Today's social media users love to tweet about the latest gadget, Facebook the deals they've turned up, and use Pinterest to catalog the design objects they're lusting after. But how does all that social media activity translate into actual purchasing?

This panel answers that question with data from Vision Critical's three-year investigation of the impact of social media on consumer buying habits. As featured in the July 2013 issue of the Harvard Business Review, this research provides unprecedented insight into key factors like the way consumers say social sharing influences their purchase decisions, the length of time between sharing and purchase, and where social networks diverge in how they drive spending.

These insights come from a series of seven surveys conducted over 18 months, including a study of 80,000 social media users (the world's largest to date.) This research will be updated with a 2013 study whose results will be released at SXSW 2014.

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  1. How much on- and offline purchasing does social media really drive?
  2. How does sharing, favoriting or commenting on an item influence consumers' decision to purchase it?
  3. How do Twitter, Facebook and Pinterest differ in the way they influence purchasing?
  4. How has the impact of social media on purchasing evolved over time? (Based on data collected over 3 years.)
  5. What are the best ways to measure and investigate the impact of social media on purchasing?



Lena Lam, Senior Research Manager, Vision Critical

Meta Information:

  • Tags: social media, analytics
  • Event: Interactive
  • Format: Panel
  • Track: Social and Relationships
  • Track 2
  • Level: Intermediate
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