Tag Archives: advocacy
If you’re in the working world, you’ve probably sat through a 401(k) benefits meeting and heard the spiel:
“Saving for retirement is really important. And if you just set aside a little bit per day, you won’t even feel the contributions coming out of your paycheck. For example: think about how many times you go for that morning coffee at Starbucks. Now do the math. $5 per day x 7 days a week x 52 weeks in a year…”
When it’s framed like that, it’s hard to argue that a daily Starbucks fix can add up to a pretty hefty dent in your bank account. Yet interestingly, roughly a week ago, Starbucks became the first brand to surpass the 10-million-fan mark.
From a Luxury Brand to a Listening Brand
In these tight, recessionary times, with unemployment rampant and people everywhere feeling the financial pinch, Starbucks, once an icon of edible luxury, has emerged as a winner, warming consumers’ hearts like a peppermint latte on cold winter day.
It wasn’t too long ago that Starbucks was dubbed a brand in crisis with eroding sales, rampant store closings and plummeting stock prices. But now, in August of 2010, they are firmly on the rebound and own boasting rights as part an elite group: the 10 million fan club, which includes such social media superstars as Lady Gaga and President Obama. So how did they do it?
Continue to Starbucks’ 6 Tips to Inspire Action with Social Media.
Edelman recently posted the results of a study they did on consumer trust. The study claims that “The number of people who view their friends and peers as credible sources of information about a company dropped by almost half, from 45% to 25%, since 2008.” Is social media just a passing fad?
Definitely not. While the article brings up an interesting topic, I believe that Michael Bush’s primary intent was to stir up some controversy, rather than claim there has been an official shift in online consumer behavior. Before we abandon everything we know about social, ask yourself 2 questions…
Is what they are saying true?
I’m not sold on the methodology. Based on the way the data is displayed in the article, it’s easy to criticize the survey technique. The wording is relatively biased and appears to focus on advertising, in general. As an alternative, the research could offer more credibility if consumers were asked who they trusted most for purchasing advice or recommendations.
What does it mean for social media marketers?
Survey details aside, the article surfaces the very important topic of relevancy and timing in social media marketing. In order to solve for this problem, marketers must craft solutions to address:
- Consumers experience a tremendous amount of digital litter online. Most content offered is just noise, and often doesn’t meet consumer’s exact point of need.
- Social Media is not a retail medium. It’s about building relationships. Over time, these relationships establish trust, engagement and ultimately advocacy, which definitely impacts the bottom line for brands.
- Consumers are first, brands and branded messaging will always be second. Consumers use social media to socialize with their friends, family and peers. If they want to engage with brands, it will be on their terms.
- Content is no longer “king” – relevancy is. Consumers have been taught that if they sound-off questions, someone will answer. By choosing to be active in social media, brands can offer solutions as a trusted source to weigh-in on those direct consumer questions.
If you’re active in social media, I wouldn’t get too hot and bothered over the study results. PR agencies are great at generating buzz, so kudos to them for stirring the pot. Now, take it a step further. Go beyond the buzz, and focus on developing long-lasting, sincere relationships with your fans online.
