Tag Archives: #kellerfay

3 Ways Social Media Will Fail Marketers

All communication channels have limitations

1. Social media will not increase word of mouth influence.

Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites. Based on those offline conversations, consumers most often rely on internet search for additional product / brand information, which is considered to be more credible (+25%) and more likely to lead to purchase (+ 17%), when compared to information found through social media sources.  Marketers are best served by focusing on improvement of their SEO capabilities.

2. Social media will not drive customer experience.

Social media does not improve or replace the customer service channels that have the most significant impact on brand impressions. Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%).  Marketers are best served ensuring traditional channels deliver a customer experience that validates the company’s brand promise.

3. Social media will not reduce the marketing burden.

Similar to all other communication channels, social media involves ongoing discipline and a commitment to continually learn and improve performance and results. Establishing a Facebook page, Twitter account or company blog represents an obligation to dedicate the financial resources, appropriate skills and senior level attention necessary to make social media a strategic marketing asset. Marketers are best served walking away from half-hearted or short-term commitments to social media.

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Are Your Customers Brand Terrorists?

The old marketing adage is that customers can either be brand ambassadors or brand terrorists, depending on how they’re treated.

Former Forrester Research analyst Bruce Temkin (now managing partner of Temkin Group) is a guru of the Customer Experience Management (CEM) discipline…and there are some interesting insights for marketers in Temkin Group’s Q1 2011 Customer Experience Survey, including this one:

Are traditional channels the best battleground to fight brand terrorists?

It appears as though customer terrorists are most likely to inflict brand damage in direct conversations with friends; either on the phone, through email or in person (63%), and it’s tough for companies to counter those assaults. In fact, Word-of-Mouth research firm Keller Fay Group estimates that 90% of all customer conversations about brands in the US – both positive and negative – happen offline.

From a defensive standpoint, a company’s greatest opportunity to address customer grievances occurs when they appeal directly to the company through phone calls, email, letters and website comments, which according to Temkin occurs about 34% of the time.

Despite all the buzz about the power of social media as a CEM tool, most customers are not spending much time complaining on Facebook(20%); on 3rd party opinion sites such as Yelp or TripAdvisor (11%); or on the darling of social media, Twitter (4%).

Perhaps all the social media hubbub – at least in part – serves as a convenient distraction for companies that have failed to deliver on the most widely used CEM channels: phone, chat and email?  If you’re looking to convert customer terrorists into brand ambassadors, those channels still appear to be the best places to invest time and money.

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