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Posts Tagged ‘brands on social media’

Consumers rarely get the two-way dialog with brands they want on social media

Friday, May 4th, 2012

social mediaWhile consumers and marketers both say that interacting through social media has strong benefits, there is still more engagement and interaction required by both groups, according to  Lithium Technologies, which sells customer experience solutions.

“There is no excuse anymore, when you consider the simplicity and sophistication with which marketers can monitor social customer experiences, engage and build communities around the brand, and clearly measure business value using tools like Lithium provides.”

“Consumers are increasingly expecting, even demanding, that brands interact with them through social media,” said Katy Keim, Lithium CMO.

“It’s not enough to just show up on social channels. Smart brands are taking control of social customer engagement by figuring out how to tackle meaningful activities with their social customers—things like collecting feedback and new product ideas.”

Consumers are influenced by social media and they expect a two-way dialog with brands across the social web, but rarely get it. A survey of consumer attitudes, conducted by Lithium in April and released during the Lithium Network Conference (LiNC) 2012, about social media reveals:

  • While 25% expect to hear back from a company when they tweet about a brand or product, only 9% have actually received a response
  • 35% say after “liking” a brand on Facebook, they expect to hear from the company—yet 58% say that they have never received a response from company after “liking” it

Marketers need to demonstrate social media marketing ROI to the C-suite, but aren’t able to. A separate survey of marketer attitudes around social media, conducted by Lithium and MarketingProfs in April, reveals:

  • 74% of marketers say creating a community around their brand is a social media business objective—but only 18% of marketers say their company has an online community
  • 86% say they actively use Facebook in their marketing efforts—but only 2.8% report that when fans “like” their brand on Facebook, it results in better quality interactions
  • 42% say they are very concerned about demonstrating the value of social media to executive management—but only 4% say their ability to measure the overall impact of social media is excellent
  • 31% say that customer retention is quite important, but only 4.6% of marketers say they are able to measure customer satisfaction (Net Promoter Score) extremely well

While social media marketing ROI remains elusive for most, findings indicate marketers who combine two assets well are best able to realize the full potential of social media and demonstrate the most impressive ROI:

  1. Leading-edge technology—listening to social customers who want to be heard, building online communities to deepen social customer engagement.
  2. A mature, strategic approach to measurement—tying social media objectives to real business outcomes like increasing revenue and driving awareness.

“There’s a clear disconnect between the value of social media and marketers’ ability to demonstrate and act on that value—but it doesn’t have to be that way,” said Keim. “There is no excuse anymore, when you consider the simplicity and sophistication with which marketers can monitor social customer experiences, engage and build communities around the brand, and clearly measure business value using tools like Lithium provides.”

While large portions of marketers are not yet truly measuring and understanding the impact of their social media efforts, a significant vanguard (35%) do say that social media marketing helps to meet primary business objectives better than most other channels.

C-suite cares about brand & social media, ranks Facebook highest

Thursday, April 12th, 2012

social mediaMatter Communications conducted a survey of marketing decision-makers regarding their organization’s attitudes and practices in social media. Not surprisingly, nearly all of those surveyed are aware of the importance of branding in social channels.

More interesting, 65% of those say that their C-suite is also interested in how their brand is perceived in social channels.

Most (71%) marketers believe they are doing a good job in reporting the brand’s perception in social media, and say they measure it primarily by level of engagement (56%), although many (31%) rely on pure quantitative measures, such as number of fans or followers, while 11% measure on gut feel.

No one lesson in dynamically changing social media space

Patty Barry, principal at Matter Communications notes, “Social media isn’t static, and there’s no one lesson from this data – in fact, it could change by next month – but it’s an interesting pulse-check on where marketing executives see social media playing in their corporate branding strategy.

The fact that the C-suite at more than half of these sample companies is interested in the brand and social media is a mandate to all marketers to get even better at planning, engaging and measuring sentiment over time in these networks.

One-off efforts and gut-feel measurement won’t satisfy the need for finding a genuine and engaging brand voice that ignites increased loyalty, interest and trust among a company’s stakeholders.”

Facebook ranked highest

For the companies surveyed, Facebook ranked highest (84%) in perceived value to the brand, with YouTube (45%), LinkedIn (41%) and Twitter (38%) following closest behind. Personally, we think they should be paying attention to Google Plus. If our experience is any guide, it is gaining traction daily.

At the same time, a paper released at the 2012 International Public Relations Conference on Millenials’ interaction with fan pages on Facebook, shows that this group; comprised of intensive users of social media platforms, have an arms-length relationship with Facebook fan pages.

That divergence in output versus consumption by this highly sought after group of consumers will no doubt impact the ongoing evolution of companies’ presence in social networks.

Too many social network posts may land your brand on the chopping block

Thursday, March 1st, 2012

Bizrate InsightsIf you inundate your social media friends with too many posts, you may lose them.  Sixty-two percent of online buyers have “unfollowed”, “unliked” or “turned off” people, groups, or companies from their social network, according to the latest research from the Social Media Flash Surveys from Bizrate Insights.

Too many posts and irrelevant content are two of the top reasons for why brands get the axe. We’ve had to do that even with people we like – one for instance, who posts so much it takes up an entire Facebook page or two before we get anyone else.

Online buyers receptive to shared info

Shopping cartHowever, online buyers are very receptive to shopping information shared by friends and family via social media.  47% agree that “likes” or links to products/retailers made by friends are a “great way to discover new products, brands, trends or retailers” and 17% “have bought something based on a friend’s post.”

“The latest findings show that while social media is used by some as a place to discover and share products and brands — shopping is the third most popular social media activity among online buyers — it is still primarily a place for connecting friends, families, and ideas,” says Eileen Tan, director marketing, Bizrate Insights.

“However, these findings should not discourage retailers from sharing.  Rather, it should encourage retailers to think strategically about how each of their social media messages fits into the broader landscape of their customers’ lives and interests. Be relevant and create great content for your customers.

It’s not just about being present.  The goal should be developing a longer term conversation and sharing posts that your customers will find compelling, newsworthy, and ultimately share-worthy.”

View the full series of reports from the Bizrate Insights Social Media Flash Surveys.