Social brand experience
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I came across this report on We Are Social. It's called Variance in the Social Brand Experience by the CMO Council. The study involved 1,300 consumers and 132 senior marketers.
The main outtake is that there is a significant difference between what consumers want from brands in social media and what marketers think they want.
The report found that consumers want more experiences, more engagement and more rewards. While brands can see the benefit of connecting with consumers through social media, they're not tuning into this fully and are missing out.
If I look at my own reasons for 'liking' a brand on facebook, it's to hear first about new things they're doing and get exclusive content, as well as get the odd perk here and there like a voucher or discount. I also 'like' brands because I work in brand in marketing so I'm interested to see what others are doing in social.
When I actually think about it as a consumer though, there's not too many brands I follow that are actually doing many of the things I mention above.
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I think many brands suffer from this, where they view Social Media as a 'Who's the Fairest of them all' one way mirror! (ie. pushing out nonsense about themselves) I follow a local hairdresser in Galway who gets it right: Yourells on Facebook offer FB specific offers and discounts, while including comments on celebs hair styles etc. For a small business I think this is impressive. (No connection, just admiration!) http://www.facebook.com/pages/Yourells/103883592980784
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