It turns out, product and service experiences trump advertising when it comes to consumer interest in brands online.
Asked what drives consumers to post content about a brand on a Web site, blog or message board, only 18% cited seeing a promotion for the product, 12% cited seeing an ad on TV or in print, and 7% cited seeing an ad or video clip on the Internet, according to survey data from Nielsen CGM/Homescan Buzzfacts (from MediaPost).
So where does all consumer-generated promotion come from? Over half (55%) of consumers said they posted because they had used and liked a product; 28% because they had used a product and didn't like it, or wanted a refund; and 27% said they had read a comment about a product on a site, blog or message board and responded to it.
What does this mean? Everyone, marketing and beyond, needs to be looped into the social media listening pipeline. We would argue that to build brand advocacy, listening is the first step. Building in that conversational feedback loop, when a company proves that they're listening, and making improvements, is the most critical element to building a 2.0 brand.
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