www.figarodigital.co.uk SOCIAL MEDIA
Research: brand engagement in 2012
Upfronts I
News, views, stats, reports and opinion from across the digital marketing spectrum surveys, all of which were least interesting to consumers.
n November 2011 a TNS Digital Life Study revealed that two thirds of UK and US consumers do not want to engage with brands on social media. A year on, has anything changed? Research commissioned
by Pitney Bowes Software and conducted by Vanson Bourne reveals that although almost 70 per cent of marketing directors are placing a greater emphasis on social media marketing than ever before, their enthusiasm is not necessarily shared by consumers.
Only a quarter of consumers use social media to follow and keep up-to-date with companies or brands. Most are on social media to keep in touch with friends and family. In this context, ‘followed’ brands fare relatively well; nearly half of social media users are positive towards receiving their marketing messages. But the reverse is true of communications from companies people don’t follow, which 40 per cent say they would be annoyed to receive. Furthermore, consumers rate unsolicited marketing (spam) and pop-up advertisements as their worst experiences of social media marketing.
would stop using a brand that upset or irritated them as a result of their social media behaviour. Holding more sway are recommendations from online friends: 68 per cent said they investigated these and 15 per cent said they made a purchase.
The research also indicates that consumers are most interested in discounts or money-saving vouchers, new products, services and upcoming sales and events. But the survey reveals that these are bottom of the list for marketers. Instead, marketing decision- makers rate the effectiveness of newsletters, information about the organisation’s social responsibility and customer satisfaction
that nearly half (47 per cent) of all European social network users follow at least one brand. The average consumer is a passive follower of 11 brands and an interactive follower of six more. Primarily, consumers expect these brands to provide information on products, to launch promotional campaigns and involve consumers in the product improvement process. The same research indicates that 84 per cent of networkers would be happy to provide brands with advice and feedback relationship between consumers and brands it seems context, as much as content, is king.
Research: Twitter more popular than phone for making complaints
W
e’ve all got at least one over-generous Facebook friend liable to share things which probably didn’t need to be shared. But according to research by Crimson Hexagon examining the daily use of
social media amongst delegates at this years ad:tech event, 50 per cent of respondents described the content and tone of their interactions with social media as ‘slightly guarded’. The survey also found that when complaining about a company’s products or customer service, more than a third (37 per cent) of respondents choose to communicate by email, 18 per cent prefer to complain in-person, and 16 per cent turn to Twitter ahead of other channels - including the phone, a letter or third-parties.
crimsonhexagon.com
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