If someone really knows Social Media – it’s Razorfish. I’ve been following their reports for the last few years and I always wait for their new report with a bit of excitement as they always have some great insights to share about the lives of Social Media Citizens or as they call it “Connected consumer”. Their new research “FEED: The 2009 Razorfish Digital Brand Experience Report” is not an exception. One of the key observations was the growing level of “brand evangelism” on social media properties is affecting sales:
“Digital is not simply an “awareness” play; it’s a customer-creation play. According to our study, the overwhelming majority of consumers who actively engage with a brand can evolve from passive reactors to advocates almost instantaneously. On average, 97% report increased brand awareness; 98% show increased consideration; 97% will likely purchase a product from the brand; and 96% may recommend the brand to their friends <…> 64% of consumers report making a first purchase from a brand because of a digital experience.“
Well i think it’s not such a surprise that positive brand experiences can drive sales, but it would be really interesting to find out how negative experiences affect them and how important is “to get it right” in social media.
Another very interesting observation is what “connected consumers” are expecting from brands on social media properties. Well, according to Razorfish, its all about the rewards (deals, coupons, discounts and etc.), although the Content strategy and CRM has a big influence as well.
It clearly shows that consumers want something materialized in return for their participation and only conversations won’t do. Therefore, companies have to come up with the strategies which are not based on the nice words, but on valuable ……………(well, that’s for you to decide).