The proof is in the blogging.
Today’s brand ambassadors aren’t necessarily getting paid to endorse the brand. These days, much advocacy stems from the tried-and-true reviews.
When it comes to trusting a brand’s claims, you can throw most scepticism and dubiousness away when you hear reviews from everyday people who have tried a product or service for themselves. In their global study, The Truth About Social, McCann Truth Central reveals the top 12 social truths for 2012, and these are the final four:
The tenth truth is that social proof is an increasingly powerful force in marketing. “Social proof is the human instinct to want to do things that other people do,” McCann explains. If people like your product or brand, they’re going to talk about it. A whopping 90% of 16- to 30-year-olds surveyed worldwide agree with the statement “If a brand or company impresses me in some way, I will make a point of telling my friends about it,” while female consumers also rated online product reviews as being the most truthful source and the most powerful influencer on prompting a purchase. Blogging and word-of-mouth reviews are considered trustworthy, so it’s important for brands to actively tend to their social communities, be aware of the buzz, and cater to fans.
Truth number 11 says that if you seek advocacy, make it worth their while. Because really, who doesn’t love a good incentive? McCann’s research reveals that 37% of the global population are willing to socialize and engage with brands if they are given something in return. Take note, marketers!
The twelfth and final truth is that when it comes to socializing with brands, customers want value. Eighty-six percent of those surveyed are aware of the benefits that come along with engaging with brands and sharing data with businesses online. The main benefit they look for? Access to promotions and discounts, of course. Half of respondents also find it beneficial when companies offer personalized suggestions for goods and services based on the data they shared. For brands, being a social business encourages client interaction and helps trust. Adding a personal touch scores big when it comes to engaging with consumers.
“While working on cultivating the Maybelline New York Canada Facebook community, we always encouraged fans to share their product reviews and feedback with each other. The feedback was not only valuable to the brand, but for the fans to get honest opinions too. Integrating frequent contests and giveaways was also a great incentive for encouraging fan involvement,” says Victoria Ambroziak, Copywriter and Communications Coordinator.
The study from McCann’s Truth Central reveals valuable information for brands to take into consideration when planning and executing their social marketing plans. Consumers are sharing more than ever and they want to entertain their audiences, they want to engage with their favourite brands, and they want to feel as though their efforts are worth their time. After all, we are, as McCann calls it, in a brave new world of sharing!
When it comes to trusting a brand’s claims, you can throw most scepticism and dubiousness away when you hear reviews from everyday people who have tried a product or service for themselves. In their global study, The Truth About Social, McCann Truth Central reveals the top 12 social truths for 2012, and these are the final four:
The tenth truth is that social proof is an increasingly powerful force in marketing. “Social proof is the human instinct to want to do things that other people do,” McCann explains. If people like your product or brand, they’re going to talk about it. A whopping 90% of 16- to 30-year-olds surveyed worldwide agree with the statement “If a brand or company impresses me in some way, I will make a point of telling my friends about it,” while female consumers also rated online product reviews as being the most truthful source and the most powerful influencer on prompting a purchase. Blogging and word-of-mouth reviews are considered trustworthy, so it’s important for brands to actively tend to their social communities, be aware of the buzz, and cater to fans.
Truth number 11 says that if you seek advocacy, make it worth their while. Because really, who doesn’t love a good incentive? McCann’s research reveals that 37% of the global population are willing to socialize and engage with brands if they are given something in return. Take note, marketers!
The twelfth and final truth is that when it comes to socializing with brands, customers want value. Eighty-six percent of those surveyed are aware of the benefits that come along with engaging with brands and sharing data with businesses online. The main benefit they look for? Access to promotions and discounts, of course. Half of respondents also find it beneficial when companies offer personalized suggestions for goods and services based on the data they shared. For brands, being a social business encourages client interaction and helps trust. Adding a personal touch scores big when it comes to engaging with consumers.
“While working on cultivating the Maybelline New York Canada Facebook community, we always encouraged fans to share their product reviews and feedback with each other. The feedback was not only valuable to the brand, but for the fans to get honest opinions too. Integrating frequent contests and giveaways was also a great incentive for encouraging fan involvement,” says Victoria Ambroziak, Copywriter and Communications Coordinator.
The study from McCann’s Truth Central reveals valuable information for brands to take into consideration when planning and executing their social marketing plans. Consumers are sharing more than ever and they want to entertain their audiences, they want to engage with their favourite brands, and they want to feel as though their efforts are worth their time. After all, we are, as McCann calls it, in a brave new world of sharing!
