More people start their buying process with google on their smartphone or surf tablet. They ask their social networks online about their experiences and recommendations before they make a buying decision. 8 out of 10 get their information digitally, using social media to filter and customize relevant information and to get rid of disturbing ads. Social media has changed the conditions for traditional push marketing campaigns, yet companies continue with “business as usual”.
Social media gives individuals a voice and their own audience. All contacts with your brand create experiences – they will be shared and spread virally. American Express Customer Report shows that 79 percent of the customer complaints on Facebook or Twitter were ignored by the companies. That leads to frustrating customers and they will recommend their social network to avoid your business.
Your brand is what others say about you when you are not present. Word-of-mouth in social media is powerful. People are more affected by their friends’ experiences than advertising. Shared great experiences are the new marketing, and the best brand carriers and vendors.
You can influence the stories in social media by building great customer experiences and increase the number of ambassadors. Where do you start work on strengthening your brand in social media?
|Open social collaboration platforms make it possible to develop shared value together, co-creation, and to navigate in the right direction in a disruptive business landscape together with the closest fans and ambassadors. Read more about it in my new book Social affärsutveckling i Nätverksekonomin #SocialaMedier #NyMarknadslogik.The book explains with images of how the market has changed and how social technology can be used to develop the business through excellent personalized customer experiences.|
Thinking Media helps companies to develop a marketing mix and business adapted to the new business logic, where authentic experiences is the new marketing.