Skip to main content

What customers want from social but social marketers are not giving

Almost all social media team will tell you that your customers wants to have a relationship with your brand. But are customers really looking for that brand relationship?

In the "From social media to Social CRM",  a IBM Institute for Business Value sponsored white paper showed some surprising results. 

This results of the white paper was summarised by David Sims of CRMsearch.com. 

Wrote David
Here are the top three reasons customers give for interacting with businesses via social media, with the percentage of respondents giving the answer:
Get a discount - 61 percent.
Make a purchase - 55 percent.
Read reviews and product rankings - 53 percent.
Now here are the top three reasons businesses think customers interact with them via social media:
Learn about new products - 73 percent.
General information - 71 percent.
Submit opinion on products or service - 69 percent.
Surprised by the results? David was.
"Huh?" businesses ask. "But I thought you were interested in... learning about me. All you want is... discounts? We have a relationship, don't we?"
It's embarrassing. While 64 percent of businesses think customers interact with them on social media to "feel connected," only 33 percent of customers say they do. And in an almost achingly sweet misperception, 61 percent of businesses think customers interact with them via social media to "be part of a community," whereas only 22 percent of customers actually do.
You might survey is a survey. However, our own Fan Club results show that customers, with Facebook accounts, are indeed looking for discounts then building the relationship. 

The Rocky's Pizza Fan Club is a perfect example of this. 

In just three months, Rocky's Pizza Page has generated 500+ new likes, with a majority coming from"liking" the page to get a 20% discount at the store. 


If you have clicked on the Fan Page, you will noticed that the Page doesn't have as much content as most Facebook pages. Yet 500 new likes was achievable by Rocky Pizza's Fan Club.  In comparison, we have found Pages that have put in lots of effort to create content to build relationships with fans but only generate like 1-5 new likes per month. 

Yes, customers on social networks are looking for discounts, not relationship.

Comments

Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.


"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Social Media 101: How To Be The Most Hated Person In Singapore Instantly

It is amazing how we are quick to forget that a single wrong comment on social media can make one the most hated person in Singapore.

Back in 2012, we had Amy Cheong. Her comments on Facebook about a Malay wedding under her HDB void deck resulted in an online CSI that cost her her job.

Fast forward to 2017 and we have Thomas Chua Poh Heng and whose name will forever live in Internet infamy.



Thomas reposted a video of the funeral of a Traffic Policeman who died while on duty. Thomas then commented that his death was well deserve as Thomas was once given a traffic ticket by the same Traffic Policeman.

Even the Home Minister for Singapore, who is responsible for the Police Force, was offended by Thomas' statement.



The screenshot showed that post was marked global by the Globe image next to the Singapore tag which could hint that this post was meant for all to see. As such, the argument of a "private"post does not hold any weight here.

Just as expected, after this post was s…

Those Who Gamble Online Have Poorest Control - NCG Survey In 2012

Singapore will soon exempt local operators, Singapore Pools and Turf Club, from online gambling ban and the sites will be ready in November 2016.

Ministry of Home Affairs explained that a complete ban on remote gambling drives demand and activities underground, and may create larger incentives for criminal syndicates to target Singapore."

Yet in a 2012 survey by the National Council on Problem Gambling (NCG) found that those who gamble online have the poorest control.

 Source: https://app.msf.gov.sg/Portals/0/Summary/research/EDGD/Gambling%20participation%20survey%202011.pdf
For those who indulged in online gambling, 30.4% said they gambled for a longer period than they planned to, 33.3% gambled with more money than they planned and 29.2% gambled more frequently they planned to. 
Will launching the online gambling sites be like opening a Pandora Box that will create more issues in the future?