Friending brands on social media
Posted by Manuela Barreto @ November 30th, 2009 in Marketing Analysis
Today, consumers rely on social media sites as much as company websites for product information. They’re also seeking for a more personal online interaction with brands and perhaps establish a closer rapport with a company’s online brand representative.
A recent survey from Razorfish “FEED: Digital Brand Experience Survey”, polled US Internet users who have ever ‘friended’ a brand on Facebook or MySpace- 40.1% said YES while the remaining 59.9% of respondents said NO.
Consumers reported that their primary motivation for following or friending a brand was to get access to exclusive deals and product discounts. As an example, there’s Dell who declares to have gained $3 million since 2007 thanks to its Twitter strategy.
What happens after you ‘friend’ a brand on Facebook or MySpace
According to the study, 96% of respondents either always (22.94%), usually (39.15%) or sometimes (33.9%) recommend the brand to others.
22.69% always consider the brand when in the market for the product or service, while 40.90% of respondents replied they usually consider the brand and 34.41% sometimes considers the brand, for a total of 98%. On the other hand, 21.45% of respondents recognized that engagement raises their awareness of the brand, followed by 38.65% who say it usually raises their awareness and 36.66% who say it sometimes raises their awareness. And finally, a total of 97.01% of respondents declared buying a product or service from the brand.
These findings explain the importance of building and monitoring a brand’s online presence as to be able to fully interact with prospects and customers through the different social media channels. Keeping a healthy, attention-grabbing and impacting online image that engages cosumers actively is critical for the success of any online marketing strategy.
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Comments
Tweets that mention Friending brands on social media -- Topsy.com
November 30th, 2009
[...] This post was mentioned on Twitter by Guillaume 77Agency, Natalie Giddings. Natalie Giddings said: RT @tobyparkins: 96% of consumers will always, usually or sometimes recommend a brand they "friended" on Facebook/MySpace http://ow.ly/Hfmg [...]
Consumers Prefer Businesses They Follow Through Social Media | DesignSherpa
December 1st, 2009
[...] Consumers are engaging with businesses and brands they follow through social networks and media platforms. A recent study by Razorfish entitled “FEED: Digital Brand Experience Survey” polled users that were active “friending” businesses as summarized in a recent report. [...]
Social Media Campaigns Build Strong Community Preference : Digital Sherpa.com
December 16th, 2009
[...] Consumers are engaging with businesses and brands they follow through social networks and media platforms. A recent study by Razorfish entitled “FEED: Digital Brand Experience Survey” polled users that were active “friending” businesses as summarized in a recent report. [...]