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SelasTürkiye In Social Media Consumers Offer Rewards to Deserving Brands by B.Solis

SelasTürkiye In Social Media Consumers Offer Rewards to Deserving Brands by B.Solis

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Published by Ziya Nisanoglu
SelasTürkiye In Social Media Consumers Offer Rewards to Deserving Brands by B.Solis
SelasTürkiye In Social Media Consumers Offer Rewards to Deserving Brands by B.Solis

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Published by: Ziya Nisanoglu on Oct 09, 2010
Copyright:Attribution Non-commercial


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In Social Media, Consumers Offer Rewards to Deserving Brands
In social media, questions, and not answers, dominate the landscape for branded digitalprograms. Anyone who tells you otherwise, is misinformed. The answers that reveal strategyand direction are ours to discover, however it's our responsibility to take the initiative toanswer our own questions and accordingly, pave the roads for experimentation andexperience. It is in these journeys where we learn everything and as such, become the expertswe sought in our quest to seek direction and validation.Asbrands viefor guidance and ultimately, credibility on social networks, they compete withthe individuals who are also gaining prominence with every new connection they forge andreaction they cause. While social media is the great democratization of information, it is alsothe equalization of influence. As such, brands compete for attentionand ultimately advocacy equally.While years of branding may provide leverage in social media, the reality is as profound as itis rooted in common sense, in a landscape of equalized influence, everyone is racing towardsprominence. Thus, in social networks such as Facebook, Twitter, Yelp, and Foursquare, webegin at the beginning.I guess the point is this, the mere presence of a brand is lackluster and honestly, it's the anterequired to play this game. Many brands believe that simply creating these presences is allthat's required to "win." But, consumers are far too sophisticated now and they're notinterested in your quests to build a stable of influential avatars. They are the gatekeepers thatstand between your brand and your marketplaces as they're represented online. In fact,many of the most influential voices within social networks, have mastered social networkingbeyond what you know or think you know. The answer to "why" your brand is present is a good place to start. The creation of a new orrenewed conviction to a mission statement reveals purpose and as such, unlocks the keys toearn presence and ultimately credibility. But as the old proverb says, "actions speak louderthan words." Indeed. And in social media, this is about turning our words into actions.InSites Consultingconducted research in January 2010 and concluded that social networksreach an estimated 940 million people around the world. While that number may seeminconsequential to some brands, the truth is that social networks are gaining insurmountablesignificance and along with it, consumer attention and loyalty follow en masse.
For the naysayers within the organization and those who report to them, take note.Consumers place trust and value behind their peers or consumers with similar experiences -no surprise. According to InSites Consulting, their research indicates that in social networking,the brand itself follows in close second. In a distant third, hard to believe of course, are journalists.Most credible sources of information about a brand in social networks according to worldwideInternet users, January 2010: The study also found that thoughtful brands were also earning the attention of consumersranking third behind bands and notable celebrities and personalities and ahead, quitesurprisingly, of charities.Groups that social network users worldwide fan, January 2010:58% of participants in the study had already fanned pages and 79% were already active insocial networks.Attention and IntentionFor those brands who engagewith purpose and resolve, will find their actions merit rewards. It's one thing to earn fans, it's ultimately the goal of every business, to transform fans intocustomers and advocates.Recentlyemarketerreported that Chadwick Martin Bailey and iModerate studied how brandgraphs (the relationships that are interwoven within social networks) and the social graphsmaintained at the consumer level impact the likelihood for purchases. The results werepromising. More than 50% of Facebook fans and 67% of Twitter users reported that they aremore likely to make a purchase for the brands they follow.Equally important, the power of social and earned media indicates that 60% of respondentsclaimed their Facebook fandom increased the probability of providing recommendations tofriends. In Twitter, the numbers were more pronounced. Nearly 80% stated that following abrand would result in a referral.US Internet users who are more likely to buy/recommend a brand since becoming afan/follower on Facebook, February 2010:

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