The blogosphere is a-twitter (no pun intended) about the recent report from Gallup which found that close to two-thirds of consumers believe social media has no influence on their purchasing behaviors.
The study has prompted a flurry of posts and articles, including a statement from Facebook itself, pointing out that consumers’ self-reported behavior is unreliable; measuring what they actually do online reveals that social media marketing and advertising pay off, these sources claim.
But then how to square findings such as the attribution data from the latest MarketLive Performance Index, which found that social media directly drives just 2% of traffic and 1% of revenue? With such miniscule potential payoff, it’s no surprise that just 3% of marketers named social media a top-3 priority for 2014, according to technology researcher Forrester.
As a result, merchants attempting to allocate limited resources in advance of the all-important holiday season may be tempted to sideline social media. But that would be a mistake — because social media can help with the very strategies the Gallup report itself advocates adopting.
Gallup claims that the crucial differentiator for brands is engagement — which Gallup defines as an emotional connection that includes alignment with the brand’s identity and confidence in the brand’s ability to deliver what it promises. Gallup found that engaged consumers contribute 23% more to brands — using measures such as revenue, profitability and share of wallet — than those who are merely neutral; while consumers who are disengaged represent a 13% drag.
To maximize the return on social media, then, merchants should use it to support engagement — which is markedly different than simply chasing followers and using outposts to “push” marketing messages. Specifically, brands should:
Choose their social media lineup carefully. As we’ve reported previously, the growing number and diversity of social networking sites means that some are more likely to appeal to a brand’s target audience than others. Merchants should assess where their market is, and only establish brand outposts where it makes sense — even if that means ignoring the hype about the latest and greatest social phenomenon.
One way to gather data on how shoppers use social media is to permeate the merchant’s flagship eCommerce site with social links — the kinds that enable sharing of products and content on an array social networks, regardless of whether the brand has an official outpost there. By tracking the performance of these links, they can get a snapshot of where shoppers who visit their sites congregate and interact.
MarketLive merchant Delia’s includes a bevy of social media sharing tools on product pages, including for the fashion-specific niche site Polyvore, where the brand maintains an official presence, and for sites StumbleUpon, Tumblr and and Google+, where it doesn’t.
Emphasize the individuals behind the brand — on both sides. Merchants should find ways to spotlight the people who power the brand, both internally among the staff and among its followers. Rather than asking consumers to connect with a nameless, faceless organization, merchants who spotlight individuals give shoppers the opportunity to connect on a personal level.
Blog posts from staff experts and behind-the-scenes snapshots and videos demonstrate how employees embody the brand, such as in this Facebook post from women’s recreational outfitter Title Nine, whose employees cycled from San Francisco to Los Angeles and summited a mountain.
Position social media for stellar customer service. Delivering a consistent brand experience across the notoriously fluid landscape of social media requires much more than a style guide. Since both rapid response and authentic dialogue are valued by social media followers, merchants must empower social media customer service staff to act — not just post scripted replies. By allowing employees on the front lines to resolve problems, merchants not only cut response times and deliver superior service; they demonstrate how deeply and widely held are the brand’s principles, reinforcing the brand’s image for existing customers and followers.
MarketLive merchant Berkshire Blanket demonstrated the depth of the brand’s loyalty to its customers when a previous buyer wrote a Facebook message describing how the plush dog included with a blanket had become her child’s favorite, and how the stuffed animal was now wearing out and in need of replacement. The customer had searched high and low for a similar item with no success, and was appealing to Berkshire Blanket for help. Not only was the social media staff able to respond quickly to the reply, but they were able to access inventory, locate a similar plush dog, and ship it to the customer complete with a personal note. The effort earned the brand priceless word of mouth praise as well as repeat business.
How are you using social media to create a personal connection — and active engagement — with the brand?