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BizReport : Social Marketing : December 31, 2009

GoRecommend performing well for marketers

The new Empathica tool, GoRecommend, which puts social consumers in the driver's seat for product reviews and recommendations is seeing strong growth in its first few months. And the brands using the product are reaping the benefits as more consumers log on to share experiences, coupons and offers.

by Kristina Knight

Launched in October 2009, the tool allows consumers to comment or review a brand online. A referral is then begun which drives more traffic and more recommendations through satisfied customers on social networks. The tool sends an email thank-you note, instant coupon or offer and a survey invitation for future use.

"We tried to create a way that is fun, easy and rewarding for consumers to talk about brands and experiences," said Andrew Datars, Vice President of Product Management with Empathica, GoRecommend's parent company. "We're seeing great click throughs from consumers choosing to share the retail coupon via Facebook and we're seeing even larger coupon redemption rates from that consumer's friends and family lists."

From a marketer's standpoint timely, location specific information is given to reach consumers. From a consumer's standpoint a review from a trusted source can be a help in making purchasing decisions. Research has shown that anonymous recommendations are not as effective as recommendations found through social networks or blogs which a consumer frequents.

One of the hidden benefits for marketers is the ability to launch a survey to obtain better customer information. These text surveys tell brand marketers what they are doing right and what could be improved upon in the future.

"Most importantly, [through surveys] the brand can engage with the consumer as they fill out the survey, can ask them to share information via recommendations or get better contact information," said Datars. "The marketer can get demographic information, feedback and campaign effectiveness. From there, they can build an on-going contact point with that consumer through email or social platforms."

Tags: brand recommendations, GoRecommend, product recommendations, social marketing, social networks

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