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  • Social Media Study Jan, 2012

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    A survey found a disconnect between what marketers think consumers want from social media engagement and what consumers actually want. The survey showed that 67% of consumers connect with brands on social media to get exclusive offers and rewards, while only 33% of marketers believe consumers are looking for incentives. Additionally, only 7% of marketers reward their most active online contributors, but consumers expect to be rewarded for their engagement through greater status, privileges, and special offers. The document advocates for brands to better understand consumer motivations and reward social customers in various ways to encourage more beneficial behaviors.

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    Social Media Study Jan,2012

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    A survey found a disconnect between what marketers think consumers want from social media engagement and what consumers actually want. The survey showed that 67% of consumers connect with brands on social media to get exclusive offers and rewards, while only 33% of marketers believe consumers are looking for incentives. Additionally, only 7% of marketers reward their most active online contributors, but consumers expect to be rewarded for their engagement through greater status, privileges, and special offers. The document advocates for brands to better understand consumer motivations and reward social customers in various ways to encourage more beneficial behaviors.

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    Download as PDF, TXT or read online from Scribd
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    12 views3 pages

    Social Media Study Jan, 2012

    Uploaded by

    vining9
    A survey found a disconnect between what marketers think consumers want from social media engagement and what consumers actually want. The survey showed that 67% of consumers connect with brands on social media to get exclusive offers and rewards, while only 33% of marketers believe consumers are looking for incentives. Additionally, only 7% of marketers reward their most active online contributors, but consumers expect to be rewarded for their engagement through greater status, privileges, and special offers. The document advocates for brands to better understand consumer motivations and reward social customers in various ways to encourage more beneficial behaviors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    A survey conducted by the Chief Marketing Officer (CMO) Council and Lithium, a social media tech firm, revealed

    a huge divide between what marketers think consumers want vs. what consumers really want when it comes to social media. 1300 consumers and 120 CMOs were surveyed. The findings challenge marketers to better understand cognitive, behavioral, and attitudinal dynamics as they seek to integrate social media into their overall marketing mix.

    There is another chart which shows the responses to the question "Why do you like a brand on Facebook?" and 67% of the respondents said they do so to get exclusive offers. People are connecting with brands on social media because they expect something in return.

    Insight Inside | Digital Insight| Brand Insight Operations Office 1: 211, Dilkap Chambers, Veer Industrial Estate, Opp. Fun Republic Cinemas, Off Andheri Link Road, Andheri (W), Mumbai 400 053 Operations Office 2: G1, Khira Industrial Estate, BM Bhargava Road, Santa Cruz (West), Mumbai 400 054 Registered Office: 501, Kaniya, Plot Nos 172, 10th Road, Khar (W), Mumbai: 400052 E-mail info@brandinsight.co.in | Web: www.insightinside.co.in

    As you can see nearly 60% of CMOs believe people like their brand or follow them on social media because they like the content they are sharing, while only 33 percent believe their fans are looking for incentives or rewards, and only 27 percent believe customers are seeking special savings or experiences exclusive for followers.

    See the disconnect? From the findings... "Social customers not only want but expect to be rewarded for connecting with brands online, and there are a variety of ways to go about satisfying them. Special offers and promotions bring new customers into the fold while the chance for increased status, privilege, or rank keeps them engaged and motivates them to contribute more. A mere 7 percent of marketers report that they reward their most active online contributors, which creates an open playing field for those who gamify the social customer experience in 2012; marketers should give social customers something to work for and a reason to level up. Socially savvy brands will reward social customers with greater status and privileges not just for their likes, but for a full range of beneficial behaviorsfrom voting on product ideas to blogging about a technical solution. Those who see the most social success in 2012 will have something for everyone, offering multiple paths to success. While some social customers are product experts, others are friendly and welcoming, and still others are good at getting conversations started. Each is a valuable member of

    Insight Inside | Digital Insight| Brand Insight Operations Office 1: 211, Dilkap Chambers, Veer Industrial Estate, Opp. Fun Republic Cinemas, Off Andheri Link Road, Andheri (W), Mumbai 400 053 Operations Office 2: G1, Khira Industrial Estate, BM Bhargava Road, Santa Cruz (West), Mumbai 400 054 Registered Office: 501, Kaniya, Plot Nos 172, 10th Road, Khar (W), Mumbai: 400052 E-mail info@brandinsight.co.in | Web: www.insightinside.co.in


    the complex ecosystem that is a brand community, each has something to offer, and each expects to be rewarded for their contribution." Here's one more chart which speaks to the need for social currency... this one was posed to consumers:

    See what this chart above is saying loud and clear? The key word is "new" as in "... new ways I'm using social media." Consumers now have the expectation of being rewarded. They are coming to the social media party with the expectation to be rewarded and if a brand is not rewarding them, there are others in that "open playing field" mentioned above that will gladly take their place.

    Feel free to contact us in case you need more information on this article or how we can help you go social. M r. Satya S M ahapatra, Director: Digital Engagements satyamap@insightinside.co.in + 91 98335 90374

    Insight Inside | Digital Insight| Brand Insight Operations Office 1: 211, Dilkap Chambers, Veer Industrial Estate, Opp. Fun Republic Cinemas, Off Andheri Link Road, Andheri (W), Mumbai 400 053 Operations Office 2: G1, Khira Industrial Estate, BM Bhargava Road, Santa Cruz (West), Mumbai 400 054 Registered Office: 501, Kaniya, Plot Nos 172, 10th Road, Khar (W), Mumbai: 400052 E-mail info@brandinsight.co.in | Web: www.insightinside.co.in

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