Over the Dandruff

Thoughts we often overlook

22. Power to the People

There is no denying it. In the brand-consumer relationship, the consumer wears the pants.

The age of Social Media has empowered the people, now it’s time for brands to embrace it. A recent report by Bain & Company found in a survey that customers who engage a brand through social media spend 20 to 40 percent more money of that brands.

It doesn’t take rocket science to realize that engagement adds value to a brand. Trust encourages engagement and engagement makes the consumer feel. But, let’s step back a second.

Just like any relationship, trust is the glue that holds it together. Trust is created through interaction and the best way to earn someone’s trust is by being transparent and honest.

Consumers don’t want to interact with a logo, they want to interact with the people behind it. They want to build emotionally-driven relationships because, let’s face it, they are the best kind.

Scott Goodson put it best in an article earlier this month:

“Thanks to the Internet, the communication channels between brands and consumers have opened up like never before. Today, brands can put some personality behind their names at the click of a button, leading to stronger relationships with their customers and ultimately boosting sales. This is where social media becomes so invaluable.”

So, how should you embrace the empowered consumers?

1. Link social media efforts to concrete business objectives:

– Make sure every touch point the consumer engages with exemplifies these objectives.

2. Focus and tailor your efforts to engage your key customers:

– Not everyone is going to like you. The ones that do, make sure they really like you.

3. Build a social media organization to deliver results:

– Make your organization communicate and coordinate more effectively. “First, it allows the entire organization to learn from each customer touch point. Second, it better enables the company to deliver a consistent and seamless customer experience.”

4. Monitor and measure the results—then close the loop:

– This improves the effectiveness of social campaigns and captures the data needed on leads and conversion to calculate financial returns. This information is then relayed back to product and customer service teams in “the closed loop.”

5. Be flexible and adaptive. It’s still early:

– Social media is continuously evolving. Be alert of these changes and be ready to adjust.



November 22, 2011 - Posted by | Uncategorized

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