We have all heard the phrase that people trust friends rather than companies and this has led to brands wanting to show their personality, networking with people rather than selling to them. But is it working?
Well research from eMarketer on Social Network marketing would say yes…
They quote examples such as
- Brand pages and applications can be vehicles to deliver coupons and offers to consumers to drive trials, store traffic and response. A July 2009 Starbucks promotion, for example, distributed coupons for a free pastry via Facebook and other social outlets. The chain was soon one of the top trending topics on Twitter and the top brand on Facebook, with more than 3.7 million fans.
- Few retailers are currently selling products directly through social networks. But the pending launch of Facebook’s virtual currency will make it far more appealing for this purpose. Meanwhile, e-tailers can take advantage of services such as Facebook Connect to allow users to share information about their browsing and purchasing activity on an e-commerce site with their social network friends.
- “Social networks are a constantly changing database of consumer sentiment, attitudes and information, and marketers today have only the earliest glimpse of the potential,” said Ms. Williamson. “Companies that want to maximize their presence on the social Web must take advantage of social networks in all stages of the purchase funnel, from awareness to learning to buying to loyalty.”
Social marketing is in reality ‘going where the consumers are’….in the old days that may have been markets, then high streets, then out of town complexes…now it is the web. The idea of social marketing is not new…it is what brands have always tried to do, for instance TV adverts where an attempt to connect with your problem or lifestyle.
The technology may be new and mean that the message and converasations about your brand are global, but the idea of connecting with your potential consumers lives…well, isn’t that what every brand wants and needs to do.
So do people want to connect with brands, do they talk about them ? Look at these results