VARIANCE IN THE SOCIAL BRAND EXPERIENCE |
© Copyright CMO Council. All Rights Reserved. 2011
The CMO Council, in partnership with Lithium, the leader in Social Customer Solutions, surveyed morethan 1,300 consumers and 132 senior marketers to understand the voice, velocity, and value o socialmedia. Among the insights sought, this research set out to better understand:1. How well marketers are embracing social media in their quest to uncover market opportunities,respond to unmet needs, pre-empt potential issues, and urther brand advocacy and anity2. How consumers use social media to connect, engage, and elevate their own voice within a socialbrand engagement3. The reasons why consumers connect with brands in social media and the reasons brands thinkconsumers are “liking” their brand pages and content4. What consumers expect rom brands in social media and what brands deliver5. Whether social media experiences are reinorcing brand perceptions, enabling richerconversations, and promoting the sharing o positive brand experiences or i the experience isstill lacking.The online audit revealed that social consumers are largely:1. Open-minded2. Engaged3. Demanding4. Loyal5. Willing advocates or the brands they loveThe research also uncovered signicant gaps between how brands and consumers approach the socialmedia marketplace. The overarching nding was that consumers want more rom brands online, includingbetter experiences, deeper engagement with each other and the brand, reasons to participate, and rewardswhen they do.Brands who gain social business advantage in 2012 will be those who eed unmet consumer appetites or:1. Deeper engagement with each other and the brand2. Purposeul engagement with social support and ideation3. More rewards with special oers, greater privilege, rank, and reputation4. Better experiences with games, contests, and other online engagement appsThe two surveys were distributed online during the ourth quarter o 2011. This report combines theinsights and ndings provided by marketers and consumers, as well as prescriptive directions provided byLithium based on their 10 years o working with brands including Adobe, Accenture, and Salesorce.