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Reasons People "Unlike" Brands

Reasons People "Unlike" Brands

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Published by Zohar Urian

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Categories:Topics, Art & Design
Published by: Zohar Urian on Feb 18, 2011
Copyright:Attribution Non-commercial

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06/10/2011

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© 2011 ExactTarget | www.ExactTarget.com/s
ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS researchseries is the irst o its kind—a groundbreaking body o work thatsets aside theories, assumptions, and widely-held belies to ind outhow consumers want to interact with brands through Email, Facebook,and Twitter. Our reports draw on real consumer experience collectedthrough extensive ocus groups, as well as online surveys derived romwhat we hear rom people in those ocus groups.To date, SUBSCRIBERS, FANS, & FOLLOWERS has explored both“why” and “how” consumers engage with brands across the mostpopular interactive marketing channels: Email, Facebook, and Twitter.We identiied the unique characteristics o these interactive channelsand shared key strategies or capitalizing on the strengths o each tobuild an eective, integrated marketing program.I you think o a consumer’s online interaction with your brand as atreasured relationship (and you should!) the next logical step is toexplore the termination o that relationship, or what we’ve dubbed:“The Social Break-Up.”
In this report, we explore consumers’ motivations and actionsas they terminate their relationships with brands through Email,Facebook, and Twitter:
•Whyconsumersendbrand
relationships
•Howtheygoaboutterminating
these relationships
•Theimpactofthis“socialbreak-up”on
consumers’ intent to do business withbrands in the utureTo get a complete picture o the consumer-brand relationship,marketers must understand the relationship rom beginning to end.By examining the reasons why people
disengage
with brands, wegain valuable insight into what drives engagement through Email,Facebook, and Twitter—as well as what actions can inadvertently driveconsumers away ater the social honeymoon is over.
INTRODUCTION
 
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© 2011 ExactTarget | www.ExactTarget.com/s
OVERVIEW:THE SOCIALBREAK-UP
Like any interpersonal relationship, theconsumer-brand relationship has a distinctand ascinating lie cycle. The relationshipbegins with the initial “spark”—the decisionby the consumer to become a SUBSCRIBER,FAN, or FOLLOWER—ollowed by a blissulhoneymoon period in which the consumergets to know the company better throughcommunications and social interactions. As the relationship progresses, the requencyand quality o interactions shapes theconsumer’s desire to take the relationship tothe next level—which may be a purchase, arecommendation, or even brand advocacy.Consumers want to know that companies arecommitted to the relationship—and that theycare. Companies express their commitmentto the relationship through engagingcommunications, delivered at appropriateintervals.
But marketers must realize that thedefnitions o “engaging” and “appropriate”vary by channel.
Communication practices thatconvey warmth and respect or the consumerthrough one channel can just as easily conveyindierence—or desperation—through another.I the company ails any o these relationshiptests, a “social break-up”—i.e., an “unsubscribe,”“unan,” “unlike,” or “unollow”—is all butinevitable. When the consumer is no longerhappy in the relationship, they will actively breako contact with the company…or just ignoretheir communications in the hopes the companywill get the message that it’s over.

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