News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
"Friending" brands egocentric, finds Razorfish
Have social marketers been kidding themselves that consumers "friend" brands on social media because they are passionate and want deep and meaningful relationships? Recent data suggests that perhaps all consumers really want from brands on social media is a good deal and great customer service.
When Razorfish surveyed 1,000 "connected consumers" about their digital habits and attitudes towards social media marketing, they found that promotions and discounts were primary drivers of "friending" a brand for over a third of social networking users and 44% of Twitter users. In other words, they were in the relationship for what they could get out of it.
"In hindsight, this makes perfect sense," says FEED: The 2009 Razorfish Digital Brand Experience Report (.pdf). "Dell has earned kudos from social media mavens for generating $3 million in sales from its Dell Outlet through Twitter. Starbucks has soared to the top of Facebook brand pages, with nearly 4 million friends, by offering fans coupons for free pastries and ice cream. And Whole Foods tops Twitter with 1.5 million followers by broadcasting weekly specials and shopping tips."
Customer service also ranked highly among social media users as a reason to follow brands - cited by 33% of social networking (Facebook/MySpace) users and 24% of Twitter users.
"These consumers, already customers, clearly are fans - there's little reason to "friend" a brand you're indifferent about, after all," continues the report. "For example, Comcast, Zappos, and Virgin have all earned high marks by using Twitter as a customer relationship management (CRM) tool, solving customer problems in real time and building loyalty through special offers."
- Top 3 annoyances for mobile shoppers
- Study: Black Millennials betting on themselves
- Top 3 tips to take Valentine's strategies year-round
- No age limit to looking for love online
- Goodbye second-screening, hello switch-screening
- Less than one-third of emails opened on desktop last year
- Ad Roundup: Platforms for sales, ecommerce
- Top 3 tips to get more from email on Valentine's campaigns
Featured White Papers
- Device of Choice for Online Shoppers & Buyers
Did you know that men shop and buy from mobile devices more than women? Being aware of nuances like this...
- 5 'Must Have' Tactics For Your 2016 Digital Marketing Plan
What are the 5 "must have" tactics that experts agree can help everyone's 2016 digital marketing?...
- Consumers Tell All, Part 1: Online Shopping Frequency
This report looks at how frequently online shoppers are making purchases....