marketing study
Only Half of B2Bs Are Active on Social Media
Although 95% of business-to-business (B2B) companies have set up social media accounts, only half are actually using them regularly. In addition, 60% of respondents weren’t using any Social Media Intelligence (SMI) tools on their active accounts, according to a recent study by SiriusDecisions.
Even though we know that using Facebook and Twitter to gain organic reach is next to impossible now, it’s still important to monitor social media accounts for customer service purposes. That includes customer and prospect questions and inquiries, issues, problems, and compliments. If you ignore these social media channels, customers may not seek out your business in other channels, hence you’d lose an opportunity to engage with them.
Here’s the infographic based on this research: Continue reading
What People Hate About Your Brand on Social Media
This study caught my attention because my number one answer would have been the same as the majority of study respondents. What about you? Here’s the question:
What is most likely to damage your opinion of a brand in social media?
- 7.2% “Does not post updates often enough.”
- 12.5% “Trying too hard to be funny.”
- 12.8% “Posts updates too often.”
- 24.9% “Updates are too ‘salesy.'”
- 42.5% “Poor spelling or grammar.”
Which is YOUR number-one answer?
Now, the clincher… this study was conducted in the U.K. Do you think the results would be different if the study were conducted in the U.S. or Canada? Come on. Be honest.
Study Says Customers Share Bad Customer Service Stories More than Good Ones
Want a quick way to lose your customers? Give them bad customer service, of course!
A new study by Dimensional Research, sponsored by ZenDesk, shows that respondents are more likely to share bad customer service experiences than good ones. Not surprised?
According to a MarketingCharts article:
95% of respondents who have had a bad experience said they told someone about it, compared to 87% who shared a good experience.
In fact, bad experiences were more likely to be shared across each of the social circles identified. Friends or family (in person) were most commonly told, by 81% of those with bad experiences and 72% with good experiences, followed by coworkers (in person – 57% and 40%; respectively).”
Now that social media is such a strong communications channel, people are turning to major sharing sites to broadcast their dismay. Respondents who suffered a bad interaction were 50% more likely to share it on social media than those who had good experiences (45% vs. 30%) and 52% more likely to share it on an online review site such as Yelp (35% vs. 23%).
If your company or organization relies on positive online review sites to generate new business, take note of this: 86% of respondents who have read negative reviews claimed that the information impacted their buying decision!
If you think this problem may go away soon, forget it - 58% of respondents said they are more likely to tell others about customer service experiences now than they were 5 years ago. That figure rises to 61% among Millennials (18-35) and 65% among Gen Xers. It’s growing more prevalent every day.
Do you monitor bad customer service mentions in social media and online? Do you use any brand reputation software? Share your experience so we can all learn from it.
Traditional Media Deemed the Best for Advertising and Marketing
Of all the marketing studies I have read this year, most have underscored the popularity and ubiquity of digital marketing as the “be all and end all.”
Until now.
In “Click Here: The State of Online Advertising - New insights into the beliefs of consumers and professional marketers” October 2012, research firm Edelman Berland, on behalf of Adobe, reports some interesting findings.
Traditional media is considered to be the best for marketing and advertising by consumers and marketers. Holy cow!
Take a look. Newspapers, TV, word of mouth, and print publications top the list. Maybe someone should tell newspaper and magazine subscribers? 🙂
So, what do you think? Will you be taking a fresh look at print marketing now?
