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…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …