Companies recognized for their online customer engagement levels
As more brands set out to expand their online business strategies, it may help for them to observe what steps other companies are taking to engage customers on interactive platforms like Facebook. Using this knowledge, organizations can revise their current techniques, or implement entirely new strategies to gain increased social learning opportunities.
Track Social, a social media intelligence provider, recently revealed the winners of its Best of 2011 Track Social Awards, according to a January 5, 2012 press release. The company selected last year’s honorees after careful data analysis.
Following review, Track Social came to the conclusion that Disney was 2011’s big winner. The media conglomerate received the Grand Award for Annual Social Media Audience Growth after achieving 23,135 new interactions for each day of the past year. In addition, Disney took home the Facebook Audience Growth Award for earning 17,716 new fans on the platform each day. The third prize the company received was the Facebook Likes Per Post Award due to the 30,291.9 likes it attracted.
What this reveals is that small businesses are not the only organizations that feel the need to boost their customer engagement levels through the use of social media. According to the press release, winning over customers online remains a daily priority for established brands as well.
The Facebook Comments Per Post Award went to the platform the honor would not be possible without – Facebook. In 2011, the social networking website’s posts received an average of 4,346.2 comments for each of its posts. This high level of interest in posted content helped make Facebook one of the most discussed brands of the year.
However, not every winner was a household name, as a few winners showed that it is possible to increase social engagement levels and not be a major brand. For instance, Holcim, a Swiss engineering firm, received the Facebook Likes Per Post Per Fan Award for the 19 likes it garnered per post per 1,000 followers. Similarly, Casa Monica Hotel in St. Augustine, Florida, secured the Facebook Comments Per Post Per Fan Award, as it received 10.7 comments per post for every 1,000 fans.
Beyond Facebook, Track Social also looked at how companies used Twitter to engage their customers. Vogue Magazine was recognized with the Twitter Audience Growth Award for attracting 810,060 new followers in 2011.
Doctor views social media as a way of improving patient relations
Businesses and professionals across many industries recognize the benefits of implementing a social media strategy, from improved corporate development strategies to more social learning opportunities. In the medical sector, more individuals are embracing Facebook, Twitter and other platforms.
Dr. Kurt Frederick of Premier Family Physicians in Texas talked to the Austin American-Statesman about a few of the reasons why physicians should be using social media in a January 3, 2012 article. In Frederick’s opinion, medical professionals are missing out on a chance to connect with their patients in a way they cannot in healthcare settings.
According to the news source, many doctors have been slow to embrace new technologies designed to increase interaction with patients. However, Frederick feels that the individuals they work with are curious to learn more about them.
"I think people want to see us as more than a white coat twice a year," Frederick told the news outlet. "They want to know what we read; what we think about things. They want to know about our families, and...that creates a bond."
Frederick’s practice of nine doctors and eight physician assistants has embraced social media, the news source reported. For instance, Frederick regularly posts comments and news for his patients to see on Twitter.
However, some physicians are more concerned with the downside of engaging with patients outside of the office. Potential problems include liability concerns, breaching patient confidentiality, as well as a lack of time and money, according to the news outlet.
Jonathan Nelson, a spokesman for the Texas Academy of Family Physicians, told the news source that an estimated 15 percent of doctors are regularly using social media. He views these physicians’ actions as a way of extending the care they provide beyond clinic walls.
As mobile devices become more popular, they too will have an impact on the ways in which doctors and patients interact with one another. On August 3, 2011, KPBS reported that more than 500,000 people are expected to be using healthcare mobile applications on their smartphones by 2015. It is predicted that this type of technology will change the way people receive treatment.
"It can get people with serious conditions seen earlier, and as we all know treating someone earlier in the course of a disease saves money and produces better outcomes," said David Gollaher, president and chief executive officer of the California Healthcare Institute, as quoted by the news source.
Survey reveals what consumers expect in return for positive online feedback
There are several reasons why people connect with businesses via social media, from an interest in learning about new promotions to the desire to show fan support, according to the results of a recent study, Practical Ecommerce reported on January 3, 2012.
The news source highlighted the findings of a Chief Marketing Officer (CMO) Council survey that collected responses from 1,300 consumers on the reasons why they choose to connect with brands on social media websites like Facebook. To conduct this research, the CMO Council worked with the social media marketing company Lithium.
What the companies found was that overall, 65 percent of respondents are connecting with brands to take advantage of promotions, contests and games, according to the news source. In addition, 55 percent of consumers have an interest in learning about new products, while 38 percent want to show that they are true fans.
While 8 percent of respondents have a desire to complain to brands about a negative experience, more consumers had an interest in relaying positive feedback, the news outlet stated. For instance, 32 percent of survey participants want to connect with companies to say something nice about a great experience and 27 percent of individuals simply like businesses’ campaigns. Meanwhile, 13 percent of consumers were online in search of feedback or support.
For businesses, all of the consumer data the CMO Council discovered via their survey can translate to an opportunity for social learning, as it provides insight into customers’ habits. It also shows what many of these individuals expect in return from brands for their online loyalty.
"The social brand explosion has created a wave of loyalty among social consumers who are eager to show their support and share their experiences with others online, but this loyalty comes at a cost - from savings to games - that consumers see as their social currency," Liz Miller, vice president of marketing programs for the CMO Council, said in a December 8, 2011 press release. "Social can garner significant influence and pull for marketers who can bridge this gap in expectation and execution."
Consumers also revealed how they choose to communicate with brands when they need to. According to the news source, 65 percent send an email, 50 percent fill out a website form and 44 percent call a company’s customer service line by phone. In terms of social media, 33 percent of respondents post on a brand’s Facebook page, 29 percent post on their own Facebook profile and 12 percent tweet using Twitter.
According to the press release, when consumers seek out answers to a problem, they expect brands to reply within 24 hours. A total of 22 percent of respondents want instant gratification, 19 percent want a resolution within hours of reaching out for help and 12 percent do not mind waiting for a few days. However, not all marketing professionals are using social media to provide better customer service, as only 4 percent are taking advantage of the online capabilities provided by these platforms to deliver faster results.
"There is a clear digital divide between marketers and what consumers expect from their brands," said Katy Keim, chief marketing officer for Lithium. "We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another and rewards for doing so will clearly gain a decisive competitive advantage in 2012."
Survey shows that young consumers voice their opinions through social media
In the past, customers who were unhappy with a product or service would make a phone call or write a letter to the business they received it from. Today, many web-savvy consumers simply hop online and voice their opinion using social media, according to a December 30, 2011 press release from software provider eGain.
This past October, eGain commissioned a survey of 2,000 UK consumers to acquire insight into their preferred method of issuing a product or service complaint. When given the options of letter, email, phone call, online chat and social media, 47 percent of respondents said they choose email or web chat, while 33 percent make a call and 17 percent write a letter.
As for social media, eGain found that 5 percent of individuals between the ages of 18 and 35 reported that they use Facebook, Twitter and other platforms to complain to companies. Additional survey results revealed that this demographic was almost twice as likely to use the internet for customer service purposes as individuals 55 and older.
"We’re seeing a distinct 'butterfly effect' as consumers choose to air their grievances on social media channels: a small number of vociferous users can have a disproportionately loud voice and viral visibility in social networks," said Andrew Mennie, eGain’s general manager.
Mennie added that companies that wish to go social should establish a unified multi-channel service strategy, which, in turn, can provide customers with accurate customer assistance that is consistent, context-aware and can help build loyalty.
"Moreover, this approach allows them to take explosive social conversations private in a seamless manner, and bring happy endings back to the social cloud," Mennie said.
The greater interest in social media among younger consumers is not limited to the UK. On August 29, 2011, eMarketer highlighted the results of a survey that was conducted by Barkley, an advertising agency. Findings revealed that 52.8 percent of respondents between the ages of 16 and 34 like to check out brands while on Facebook and Twitter.
Furthermore, eMarketer reported that 33.4 percent of survey participants between 16 and 34 liked a brand more if it had a social media presence. For companies that have an interest in targeting a younger audience, data from both surveys may prove useful in the development of effective social learning strategies.
Ways for companies to reevaluate their social media strategies in 2012
With a new year comes a chance for companies to make changes to their online marketing strategies and gain the social learning opportunities they seek. As 2011 comes to a close, several news outlets are offering advice for businesses that use social media.
For example, PCWorld served up several tips for professionals to consider in a December 28, 2011 article. As more people set up accounts on Facebook, Twitter and Google+, social media strategies will become a necessity, according to the news source.
One of the first things the news outlet suggested professionals do is claim their name across social media websites. This means setting up company pages on LinkedIn and Google+. Starting accounts on these platforms alone can lead to more relevant search results on the internet.
Beyond setting up social media accounts, professionals need to establish clear goals that align with a monthly plan, the news source stated. It helps if companies define their reasons for using Facebook and other interactive websites. For instance, are they looking to drive more traffic to their websites, or simply help customers? Having these goals in mind can help businesses work towards achieving them and provide employees with the proper training.
At the same time, these goals will not help if companies have no way of measuring their effectiveness. As a result, the news outlet suggested that businesses turn to programs like Google Analytics as an affordable way of tracking website visits that come through social channels. However, people will never visit an organization’s Facebook or Twitter page if they do not know they exist. For this reason alone, professionals should be sure to print the URL for their social pages on business cards and other materials.
In the new year, many companies may have an interest in integrating video into their social media strategies. In fact, Mashable expects dedicated budgets for social video campaigns in 2012, according to a December 29, 2011 article. This is due to the fact that brands have moved beyond testing the waters in this area and realize that this content can attract, motivate and engage online audiences.
As 2012 approaches, retailers might reconsider the type of customer they want to target through social media. On December 29, 2011, Mashable also highlighted the important role mothers play in brand sales.
Women in general end up making 85 percent of the purchasing decisions in a household, according to the news source. In a September 22, 2011 article, Mashable also reported that women use social media more than men. As a result, companies may want to pay attention to what types of campaigns have been successful with this demographic in the past.
Furthermore, the news outlet stated that mothers tend to spend more time on Facebook, where they talk and learn about goods and services. As a result, companies that create products for this specific audience may want to consider the social learning opportunities that can accompany a presence on Facebook.
In the event that companies want to increase their social media efforts in the new year, but do not have the capabilities to do so, it may be time to outsource these responsibilities.
On December 29, 2011, The Next Web highlighted the results of the Social Media Examiner’s 2011 Social Media Marketing Report. Data revealed that during the past year, 28 percent of marketers outsourced their social media duties. This figure was double what it was in 2010, which leads the news source to believe that in 2012, about half of marketers will look to others for help with their social needs.
What companies can expect from social media in the year ahead
As businesses plan for the year ahead, they may want to reevaluate their corporate development strategies – especially those related to social media. This is due to the fact that some of the internet’s most popular websites are undergoing changes.
For instance, on December 27, 2011, Mashable reported that Google+ is adding around 625,000 new users each day – bringing its current total to approximately 62 million. Paul Allen, a Google+ watcher and founder of Ancestry.com, said that the platform should reach 100 million users by February 25, 2012 and close to 300 million users by this time next year.
"It may be the holidays, the TV commercials, the Android 4 signups, celebrity and brand appeal, positive word of mouth or a combination of all these factors," Allen wrote on his Google+ profile, as quoted by the news source. "There is no question that the number of new users signing up for Google+ each day has accelerated markedly in the past several weeks."
The news outlet added that Experian Hitwise found that there were 9.4 million visits to Google+ for the week ending December 17. With interest in the social media website on the rise, companies may want to establish a presence on Google+, if they have not done so already.
On December 27, 2011, Mashable also reported that people can expect more advertisements on Twitter in the new year. This, in turn, may mean more marketing opportunities for companies that use the social media website.
According to the news source, eMarketer recently estimated that Twitter will post $259.9 million in revenues in 2012, which is an 86.3 percent increase over the 2011 total.
Social Media Today recently highlighted what may be some of 2012’s biggest trends in a December 23, 2011 article. For instance, people may find that more television networks are looking for opportunities for business collaboration with platforms like Facebook and Twitter in an attempt to boost viewer engagement. According to the news outlet, the television viewing experience may soon become intertwined with people’s social activities.
As more consumers make checking Facebook or Twitter a regular part of their day, brands will soon have little choice but to create social media accounts. The news outlet expects the use of these websites to be essential, not just for marketers, but recruiters and sales professionals as well. With a greater focus on social media across businesses’ departments, it is expected that social commerce will begin to generate serious revenue for brands.
To ensure that companies are ahead of the curve in the new year, AllBusiness.com suggested that professionals perform a social media review and update in a December 28, 2011 article. They can accomplish this by taking a few simple steps.
For instance, companies should look at each of the websites where they have a social media profile, including LinkedIn, Facebook and Twitter, the news source reported. All important information should be added or updated. At the same time, integrating relevant keywords into the text on these pages may help attract potential customers during online searches.
During a social media review, professionals should also think about their customers and competitors, the news outlet stated. This involves seeing what types of social media strategies other businesses in the field are using, as well as investigating what platforms customers tend to use most frequently.
After brands complete their social media review, they may be better equipped to gain social learning opportunities related to customers’ online behaviors and preferences.
Research shows that younger people use their cellphones for more than just calls
Brands that are looking for ways of attracting new customers may want to target users of mobile phones and social media, as new research reveals that both are popular around the globe, WebProNews reported on December 26, 2011.
The news source highlighted data from a recent Pew Research Center study of 21 countries and how much their residents used their mobile phones.
On December 20, 2011, Pew released the study findings on its website. They revealed that of cellphone users in 21 countries, 75 percent send text messages, 50 percent take pictures and video and 23 percent use the internet.
Researchers found that in 15 out of 21 countries, at least 25 percent of those polled accessed social media sites via their mobile phones, according to the website. The greatest interest in connecting with these interactive platforms was in Israel, where 53 percent of respondents use mobile devices to log into their social media accounts. The U.S. was close behind at 50 percent, while Britain, Russia and Spain rounded out the top five. What companies may have an interest in learning is that people in less-fortunate nations, such as Kenya and Indonesia, are also using their phones to log into social media websites.
Furthermore, the younger people are, the more likely they are to use their cellphones for more than just phonecalls. According to the website, 80 percent of U.S. respondents between the ages of 18 and 29 said they access social media platforms from their mobile devices. Meanwhile, 62 percent of individuals ages 30 through 49 are logged in on the go, while the same is true of 26 percent of adults 50 and up. Similar trends could be found in countries such as Britain, France, Germany and Spain. The biggest difference could be found in Lithuania, where 84 percent of 18 through 29 year olds use social media, compared to 10 percent of people at least 50 years of age.
This information could prove useful to companies that are looking to engage customers who use smartphones. By offering mobile-friendly promotions, brands may be able to gain opportunities for social learning from consumers around the world – including developing markets such as Africa and Asia.
Should companies decide to organize smartphone-friendly promotions, there are a few things they need to know about mobile marketing, according to a June 17, 2011 Mashable article.
The news source recommended that companies use mobile capabilities to provide consumers with information they find appealing. For instance, if a brand’s target audience is health-conscious, then the business may want to create an application customers can use to receive the latest in health research.
In addition, the news outlet reported that social media websites like Facebook are tools for conversations. Companies need to remember that ad campaigns can also lead to dialogue. They should also think about the types of feedback they may receive from consumers who are logged into their social accounts while they are inside stores or riding on public transportation.
No matter how companies choose to approach mobile marketing, they can only stand to improve their corporate development strategies. On April 8, 2011, MediaPost shared the results of a Gartner report, which revealed that mobile advertising would more than double around the world this year. Furthermore, mobile advertising is expected to account for $20.6 billion in revenue by 2015.
Gartner also expected mobile-specific advertising innovations at the local level to drive customer spending, the news source reported. For instance, companies may use more location-based ads, point-of-sale redemption, camera-activated search and barcode scanning.
Social media transforming customer service
In addition to providing opportunities for companies to develop their corporate development strategies, engaging individuals on social media platforms allows organizations to provide enhanced customer service experiences to their consumers. According to a December 22, 2011 press release, a new study suggests that many customers believe that such interactions will shape the way that corporations interact with people at the customer service level.
The report, published by Conversocial, indicates that 78 percent of respondents believed that social media would soon replace current customer service channels and become the dominant means of communication between companies and their customers. More than half of the individuals polled stated that they used websites like Facebook and Twitter to reach out to corporations.
Other key findings of the report suggest that two-way communication is vital to a company's image and brand reputation. Of the individuals polled, 45 percent stated they would be angered by a company's failure to respond to their concerns through social media platforms, and more than 20 percent said they would stop doing business with a company that failed to reply to their concerns altogether.
"The message to companies from their customers is now clear: if you want to speak to us in social media, you better be prepared for us to speak back," Josh March, chief executive officer of Conversocial, said in a statement. "If your company is on Facebook or Twitter, be prepared to treat these social networks as serious customer service channels. If not, you risk losing not just your current customers communicating with you via posts and tweets, but the vast number of potential customers who now have a window to see how you respond to [or ignore] your customers in full public view."
There are many ways for companies to leverage the power of social media platforms to improve their brand reputation and address customer service concerns. According to an October 28th, 2011 post by news blog Mashable, the flexibility and accessibility of social media can be a powerful tool in providing customers with a rewarding experience.
For example, one way to meet the changing needs of today's consumers is to decentralize the customer service team through social media. Mashable reports that online retailer Zappos requires that all staff undertake four weeks of customer service training to enable them to understand what customers expect. Officials from Zappos also told Mashable that during the holidays, staff will be diverted from other business areas in order to ensure that customers interacting with the organization through social media can be answered in a timely fashion.
Survey finds that many social media users value promotions
On December 20, 2011, Business Review USA highlighted the results of a recent survey that was conducted by market research platform AYTM. The data on social media behavior, which was gained from 2,000 internet users, provides insight that brands may be able to use to enhance their corporate development strategies.
AYTM created an infographic that laid out the information they received from participating social media users and was shared by the news source. Based on responses from the individuals polled, 85 percent have accounts on Facebook, while 49 percent use Twitter. Furthermore, 74 percent of Facebook users log into the platform every day compared to 35 percent of people who do the same on Twitter.
Based on this information, AYTM’s advice was for brands to focus on building a community on Facebook and to use this web presence on a daily basis. Once businesses have taken these steps, they stand to spread their message across the website and possibly gain opportunities for social learning. This is due to the fact that 57 percent of Facebook users have at least 100 online friends. Should one of these individuals become a fan of a brand on the platform, any one of his or her 100 connections may notice this and begin following the business as well.
As social media is all about communication, AYTM suggested that companies give web-savvy consumers something to talk about. Survey results revealed that 58 percent of Facebook users have liked a brand on the platform. The online engagement does not stop there, as 42 percent of respondents reported that they have mentioned a brand in a status update and 41 percent have shared content that relates to an organization.
Meanwhile, 39 percent of Twitter users have tweeted about a company, while 29 percent have followed one. In terms of the type of content people are posting about brands online, AYTM found that 50 percent of Facebook users’ mentions are positive. On Twitter, women were found to have more constructive things to say about businesses than males – something brands may want to keep in mind when devising their Twitter strategies.
AYTM also learned that 80 percent of internet users like to receive coupons, discounts and other promotions from companies over the web. A total of 8 percent were interested in brand news, while only 5 percent sought answers to questions. For companies that wish to share promotions with their online followers, it helps to know that 32 percent of these individuals like to receive information on coupons and discounts via concise Facebook or Twitter updates. Email was the preferred delivery method for 27 percent of consumers.
As promotions are popular among many social media users, it is important for brands’ next – or first – one to be a success. On January 19, 2011, Small Business Trends provided tips as to how companies can organize promotions that are sure to fail. While no business should follow this advice, doing the opposite of what was suggested may lead to more opportunities for customer engagement.
For example, the news source suggested that brands should not research what others have done before. Businesses should always look at what other companies have done in the realm of social media. This may help them avoid repeating others’ mistakes.
Additionally, the news outlet recommended that no one know about the promotion. This is the worst thing brands could do, especially when social media provides what can seem like an endless supply of contest participants, who, over time, may transform become into loyal fans.
Research reveals people’s reasons for adding and removing Facebook friends
For many brands, building up a strong fan base on Facebook is becoming more important to their corporate development strategies as consumers from around the world flock to the website. In fact, the social media giant’s statistics page reports that more than 800 million people have set up Facebook accounts. Of these individuals, more than 75 percent are located outside of the U.S.
While there is no surefire way to get more fans on Facebook, organizations may have an interest in the results of a recent study by NM Incite, a Nielsen McKinsey company. According to a December 19, 2011 post on the business’ website, researchers looked into the reasons why users of the social media website add and remove friends.
To get a sense of people’s online behavior, NM Incite surveyed 1,865 social media users who were at least 18 years of age. Based on their findings, NM Incite put together an infographic that revealed 82 percent of participants add people on Facebook that they know in real life. Additionally, 60 percent of respondents friend those who are mutual friends, while 8 percent form connections due to business networks. Physical attractiveness and the need to increase friend count were two other factors that were cited by those polled.
Meanwhile, 55 percent of Facebook users are ready to remove friends once they start making offensive comments, according to NM Incite’s findings. A total of 41 percent of respondents delete individuals if they do not know them well enough, while 39 percent are willing to sever a connection if somebody tries to sell them something. Depressing comments, lack of interaction, political comments and constant profile updates were all possible reasons for removal.
This information may be of interest to brands that wish to increase their online presence for multiple reasons. For instance, if companies wish to gain social learning from their customers, they may never even have the opportunity if they turn off their fans. Businesses that are constantly pushing products or do not update their pages regularly could lose their appeal the same way individual users become candidates for deletion over time.
At the same time, NM Incite’s findings also revealed Facebook users’ level of engagement with brands. For instance, 66 percent of individuals seek out consumer feedback on products and services, 60 percent have an interest in learning about items and 58 percent are looking to receive coupons and other promotions. To companies’ advantage, 54 percent of survey participants use social media to leave positive feedback, while 51 percent post negative feedback.
According to NM Incite, women are more likely to provide positive feedback and look for promotions on Facebook. As a result, companies that appeal to female consumers may want to increase their social media presence.
NM Incite also found that 67 percent of social media users are online for entertainment, 47 percent are looking to play games and 35 percent want to follow celebrities. This information may be useful to brands that use gamification and celebrity endorsements to market their products and services.
Another way for brands understand what customers like to see in a brand that has joined Facebook is to look at a few social media success stories. For instance, Mashable highlighted companies that have performed well on the online platform in an October 3, 2011 article.
Oreo began its career on Facebook with a page that was very focused on its U.S. customers, according to the news source. However, the brand realized that around half of its fans were located in other countries and revamped its page to reflect the company’s global focus – an example of how social learning can help organizations realign their business strategies and see positive results.
