{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

A study from the Chief Marketing Officer (CMO) Council and social technology business Lithium reveals a disconnect between what senior marketers think consumers want from social media, and the reality.

According to the 1,300-plus consumers surveyed online globally, there was found to be an expectation that a brand follow, like, post or preference in a social media environment would enable a person to; be eligible for exclusive offers (67%), have the opportunity to interact with other customers who share the same experiences (60%) and gain access to games or contests (65 %).

When the same question was asked to over 120 CMOs, the results were very different.

The CMOs surveyed believed that social engagement is more of a by-product of quality content, and are less concerned with incentivising loyalty among their followers.   According those surveyed, customers interact with brands because they; want to be heard (41 %) or are looking for news or information about products (40%)

Only 33% believe their fans are looking for incentives or rewards, and only 27% believe customers are seeking special savings or experiences exclusive for followers.

“There is a clear divide between what marketers and consumers expect from their brands," said Katy Keim, Lithium's CMO.

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."

Similar findings were uncovered by ExactTarget recently, which released research into the motivations for handing over an email, liking a brand on Facebook or following on Twitter.

In the UK, ‘stuff’ also seemed to be the main driver, with the top two reasons for handing over an email highlighted as receiving discounts or money-off promotions (52%) and receiving ‘free stuff or giveaways’ (44%). For Facebook, it’s the same case, with the top two reasons to like a brand in the UK to receive discounts being the same. We also found similar results in a Facebook consumer survey conducted earlier this year.

Yet despite this disconnect, few consumers felt let down by their experiences with brands in social media. Only 3% declared social engagement a “total waste of time", and a full 40% consumers want and expect more from their favorite companies in this area.

The research also revealed a growing sense of discontent among consumers faced with delayed customer service from brands through social media.

The majority of consumers expect answers within 24 hours; only 12% are willing to wait days for resolution of support issues; 22% want instant gratification and 19% are looking for resolution within hours.

Unfortunately, 'social service' is not high on the list of priorities for marketers still looking to solidify their social strategy. In fact, only 4% of CMOs were leveraging social media to provide faster handling and better customer care.

Lithium details more findings of the study with the CMO Council in the infographic below.

(Click on image for a larger version)

Vikki Chowney

Published 8 December, 2011 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Steve Morgan

Steve Morgan, Freelance SEO Consultant at Morgan Online Marketing

Could you make the infographic bigger please, or provide a link to a bigger version? Can't read it as it is. Thanks :-)

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Hi Steve

Yes, just updating :)

VC

over 4 years ago

Avatar-blank-50x50

George Rosier, Product Manager at Spark New Zealand

Interesting. Am I right in thinking that, in the survey of 1,300 consumers, there were multiple-choice answers? Otherwise those percentages don't add up. :)

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Indeed, they were multiple choice George. Most of the online research we see now runs surveys in that way.

You could argue that this is suggestive, but with 6-8 possible choices per question (just my guess), there's usually enough scope to allow for the majority of potential answers.

over 4 years ago

Niranjan Sridharan

Niranjan Sridharan, Digital Auditor at ABC

Vikki. Loved your last two posts! You seem to be on fire Keep them coming

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Why thank you Niranjan :)

over 4 years ago

Avatar-blank-50x50

gagan

We will provide you with tips to make your chiropractic patient education efforts successful. We will provide you with tips to make your chiropractic patient education efforts successful.
A2DY, PATIENT EDUCATOR, PERSONAL ASSISTANCE, LIFE HELP,
ASSISTANCE, SOCIAL SERVICES, CONCIERGE, PERSONAL ASSISTANT, MOBILE NURSE,
CHEAP

about 4 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.