It sounds a bit incredible, but it is still plain reality. The majority of B2B companies still ignore their clients on the social web. Most companies are not listening to their voices in Social Media to draw their conclusion out of their public feedback.
69% of B2B companies don’t give feedback to their customers input in Social Media. The missing process is the challenge for them which they cannot manage. This is the outcome of a recent study by Satmetrix.
Satmetrix is the company which is responsible for the NetPromoter score. This score measures customer satisfaction based on how likely customers are to recommend a business. Being a measurement of advocates and detractors, it might as well be seen as a mirror of business success.
The risk of ignoring still seems to be not interesting for companies if we see the latest results from this study…
- 75% of B2B companies do not measure or quantify Social Media
- 60% of B2B companies do not have an integrated social media strategy
- 56% of B2B companies who measure Social Media just count the comments and followers
- 51% of B2B companies don’t have Social Media tracking at all
- Just 4% of companies who measure social media have any form of sentiment analysis
The survey data is based on 1.180 responses from businesses around the globe, who are all part of the NetPromoter.com community.
Some months ago, Google described in a B2B study how business decision makers are making up their mind for a purchase decision. The web is the first resource when B2B decision makers are on their way to evaluate which product or solution they might buy for their company. And although studies like the one of the Aberdeen Group state that B2B companies can generate more leads when using Social Media, many companies still don’t see the link and the opportunities coming with it.
Somehow Social Media in B2B is not rocket-science. Somehow the challenge is to align competition, commitment, content, context and collaboration -the 5C’s of Social Bsuiness- in order to offer customers the chance to identity with the company. In our eyes, this is the only way to differentiate from your competitors. Let us know if you have good examples how companies are using Social Media in the B2B world. Looking forward to your feedback. Or if you interact as a B2B company successful on the social web, let us know and we might highlight your case in a post. Reach out to us!
Many families, and especially couples, experience new formats of evening togetherness. Couples are not leaning back any longer and simply watching TV, or having relaxed chats next to it. With most couples, both partners are using their smartphones, tablets or notebooks to chat with friends, to update their status for their fans and keep in touch with their digital fellows while the TV sceen is fighting for viewing figures.
Did you realize that TV gets the former status of the radio in our digital world? People listen to TV but are actively engaged in something else, in another screen conversation, in a multiscreen reality. Mobile becomes the new prime time. Radio always was the number two from a user attention perspective. So is singlescreen attention today, it is out, digital leads. Multichannel is the big future, and the looser is… the personal relationship. We all know how relaxing it is to lean back, and how TV reduces our “most emotional relationship activities” to a minimum, multiscreen usage could become a limitation catalyst.
But there is hope…
CP+B has thought about this development, maybe not… Still, they tell us in a new campaign how couples most commonly book trips. They have created a 2 for 1 campaign for Scandinavian Airlines. The campaign called “Couple Up to Buckle Up” was launched in banners, emails, facebook app, or print ads, and used two unique QR codes to bring people closer together again, i.e. to book a flight to Paris together.
In the campaign approach, couples need to scan the QR code assigned to them. Then, they would sync their half of a video based offer and reveal the discount code split across both screens. Bit of a challenge to scan/play at the same time but still a nice idea on a critical relationship topic.
And maybe this will help to… Well, you decide!
We have heard that 1 in 3 of the younger generation will their online shopping via their mobile phones. Now, another study shows the power of recommendations around the holiday season. Mr. Youth did some research among 4.500 shoppers and found how Social Media could become the game changer in Christmas shopping in 2011.
Some key findings… and marketers better listen up now!
- 80% of Social Media users who received feedback did a purchase afterwards
- 66% of Black Friday sales were a result of Social Media interactions
- 52% of Social Media users are willing to pay more for brands they trust
- 36% of Social Media users trust brands that have a Social Media presence
How about you? Are you relying on your friends, fans and followers recommendations this holiday season?
Every Christmas season, I am looking out for the latest gadgets that I think my readers might find cool as well. And, you can win one of those in a draw on 20th of December 2011. That’s cool, right…?!
The last time around Christmas, I focused on the 7 brand gadgets. This Christmas season, we will keep it more general on freaky, funny and fantastic gadgets which I think were the coolest gadgets in 2011. Yes, we are not talking about the 5 best toys for boys, women will love these gadgets as well. So, please find my 5 coolest gadgets in the second half of 2011…
Always Run! – NIKE GPS Sportwatch mit TomTom
This Nike+ Sensor enabled sports watch with GPS system from TomTom lets you find out how you can start tracking your run instantly, and how to get accurate speed and distance information, indoors or out. It tracks your time, distance, pace, heart rate and calories burned. Can you imagine it mapped route, with pace data, and changes in elevation on Nikeplus.com? And it can do so much more for your fitness…
Always Air! – Philips Fidelio SoundRing
What I like about the Philips AirPlay technology? It lets me stream my entire iTunes music collection to the Fidelio docking stations – wireless music from the iTunes program on the computer, iPhone, iPad or iPod Touch to any AirPlay-enabled speaker at home. Just make sure the speakers are connected to the Wi-Fi network. And AirPlay lets you play simultaneously on every speaker in every room. So your favorite tunes will follow you into the rooms you go.
Always on! – Innergie Adapter
One of the best conversations I have seen this year: Wikipedia “I know everything!” – Google “I have everything!” – Facebook “I know everything!” – Internet “With me you all are nothing!” – Electricity “Keep talking b*itches!” This loading unit might help us in what what we need most for our modern lives: energy. Innergie’s mCubePro got a sleek design and unique features that will surely make us and our devices reload again. Get your device charged from every device everywhere you go. Reload your batteries!
Always live! – Vivitek Qumi
If you want to get a projector with 300 lumens that is weighing more or less nothing (1.1 pounds), maybe consider the Qumi by Vivitek. It is a very innovative pocket LED pocket projector that is 3D-ready via DLP Link™. And what is so freaky about it? The Qumi connectivity can be used with a variety of devices like smartphones, laptops, netbooks and tablets, digital and video cameras. The Qumi is the perfect device for sharing digital content at work and play.
Always wake up! – Logitech Clock Radio Dock S400i
Is it something special to wake up and fall asleep to your favorite songs while charging your iPod or iPhone in 2011? No! If an audio system does it with speakers that produce rich, full, stereo sound? Well, it might be! This black systems is small, smart and stereo. Not like in old times where the systems were massive and mono. Thus, this system will recharge your personal energy. I just like it. It looks cool, geeky (big silver control knob) and it had the chance to listen to it on Heathrow airport. The right push, the right music… at the right time.
Always iStereo! – Hohrizontal 51
Can a functional shelf on the wall play music, images and videos from the iPod® or iPhone®? Honestly, I could not believe the sound of the HOHRIZONTAL 51 when I listened to it in Zurich. It has got some powerful bass and room filling sound which comes from the integrated soundsystem. And the system can even be connected to your TV or plug your computer in. Remote control gives you the right flexibility and relaxing opportunities in great Hi-Fi quality. You can even choose from different designs and colours. Like it!
How to enter the competition?
Most companies have given us one product for a draw. Just write a Retweet (RT), comment, send us an email, and tell us which product you like most and why. Then you will get a ticket for the competition to win one of the products!
End of participation and date of draw: 20.12.2011. There is no right of appeal. Good luck!
Have you ever paid a blogger? Paid for your content love? I mean not for writing some good PR for your business. Just for them being bloggers, sharing valueble content, thoughts, ideas, and providing new food for thought. In some days you can do that. The “Pay a Blogger Day” is here to come. Some thoughts that came to my mind with it…
Some months ago, Flattr started their outreach program to bloggers. And some months ago, they were on their way to revolutionize the monetization of blogs. Those days, the Flattr button went live on my blog, and in every post. I rewarded blog posts, and got some rewards. Just the way Flattr works. They had the idea for the “Pay a Blogger Day”.
On Flattr Cents pass from bloggers to bloggers to… Well. Companies never paid anything. They have the biggest budget pockets though. And I asked myself if bloggers want companies to engage in the monetization process, or if reputation is of higher value for them. And why should companies pay a blogger for something they produce for free. Still trying to figure that out…
Some blog posts generated some Cents immediately through Flattr, never enough for some nice ice-cream in a week though. Somehow the activity to “donate” for a well-written piece of thought or idea felt like an act of charity. Some Cents felt like a pat on the shoulder. Sometimes, I discussed with bloggers if that is encouraging, or frustrating? Every blogger argued differently about this gesture. Many were not convinced. I have seen not many buttons on blogs since.
And often when I wanted to spend some Cents, those bloggers did not use Flattr. So, my reward for them often ended in a Retweet. Maybe Retweets are the killer of positive blog comments…
The main problem many bloggers saw in Flattr was that it will be challenging to get attention for this payment theory outside the bloggosphere. Sounded like: “Bloggers will pay themselves and thus reward their work within an inner circle of the blogging community.” One of the reasons why I finally decided to remove the button from my blog.
Now, Flattr starts -in cooperation with Bambuser, Twingly and Posterous- the “Pay a Blogger Day!” on November, 29th. They intend to start a movement with the mission “Give something back to bloggers!” A good idea…
How to reward a blogger’s work?
If I may inspire you -companies, marketers and managers- with reward opportunities for bloggers, then maybe you want to read this…
a) Companies that have used shared knowledge to improve their business could write a reference quote for the blogger why and how they benefit from reading a blog. It could be a comment, tweet or a blog post on their blog. Just be creative…!
b) Managers that have used shared knowledge for their career purposes could send a present when they think the blogger has deserved it (does not need to be on the “Pay a blogger day!”). A flower (digital or real), a freebie of your products or an invite to a paid for workshop about corporate blogging. And hey, chances are high, bloggers might write about it. Just be clever…!
c) Marketers that have used shared knowledge for their campaign ideas could start thinking about whether they shovel money into a print grave, rely on TV reach or hope for radio commercial payback. Maybe they want to start sponsor a blogger who is worth it as they act like brandvangelist, testimonial or brand advocate for a brand or company. And why are not many marketers trying to make use of bloggers in the offline world? Just be curious…!
d) Followers, fans, “plusers” and bloggers that have used shared knowledge could start discussing the monetization of their work in an authentic collaborative manner. Do you want banners ads, text links, affiliate programs, brand advocate prgrams, or…? What is authentic blog monetization? Or is it reputation only? In short: money, products or reputation currency like Floout.me?
Here is how Flattr wants to inspire you to reward a blogger…
Think about the thoughts and then start acting! I am sure, bloggers know how to say “Thank you” and all bloggers would love to see some of these rewarding opportunities. Right…?
Can we access the internet if we have nothing to drink anymore, if our water is poluted? No, we can not! Sometimes, adults should ask themselves about, and quickly start to re-think, the values that they hand over to our kids. I am happy to have spoken with mine about this topic last year around the Blog Action Day 2010…
Some weeks ago, I have written about a UK study from the London Science Museum made clear that UK people rather prefer to have sunshine and internet connection than clean water. Now, Cisco comes up with a similar study.
The Cisco study states that one in three college students and young professionals consider the Internet to be as important as fundamental human resources such as air, water, food and shelter. The study is based on the second annual Cisco Connected World Technology Report. It examines the relationship between human behaviour, the Internet and networking’s pervasiveness across 14 countries in the world (United States, Canada Mexico, Brazil, United Kingdom, France, Spain, Germany, Italy, Russia, India, China, Japan, Australia).
Mahesh Gupta, Vice-President, Business-Borderless Networks, Cisco (India and SAARC), said in a teleconference on Thursday that about 33% across the globe and 95% Indian college students and young employees admitted that Internet was as important in their lives as water, food, air and shelter. The internet has become a crucial important thing in peoples’ lives. More than half of the respondents (62% of employees and 55% of college students) said they could not live without the Internet. They see it as an “integral part of their lives”.
From a face-to-face social perspective, it is also quite amazing to see that people had indicated that Internet was more important to them than meeting with friends, dating, or listening to music. Like in the UK study, updating Facebook seems to be of the highest priority – higher than socializing. Gupta stated that within certain countries 91% of college students and 88% of employees globally had Facebook account and check it on a daily basis at least once. Furthermore, seven of 10 employees have “friended” their managers and coworkers on Facebook, and 68% follow their manager or their work colleagues on Twitter.
From a hardware point of view, mobiles rank highest as their important technology device, as high as being “the most important technology”. Two-thirds of students and 58% of employees felt that a mobile device (laptop, smartphone or tablets) was the most important technology hardware in their lives. Young employees in the UK (74%), India (71%) and Australia (66%) ranked highest when it comes to the importance of mobiles devices.
The study also shows some trends that other industries should watch out for. When two of five students have not bought a physical book (except textbooks) in two years, this is a clear message to the print industry. And when 2 out of 3 choose Internet connection over cars, the it becomes clear why concepts like BMW Drive Now and Smart Car2Go become popular. However, the new trends also need to be watched from a distraction point of view when being online.
Let’s hope they don’t forget to drink some water…
For years now, the world has become a very high-tech place, and just like with everyone else, criminals are also becoming more astute and coming up with more technological ways to break the law. Ever since the Internet started seeing widespread use, Criminology and law enforcement officials have been playing catch-up to try and monitor all of the offenders that are currently on the web. Now, as social media has taken hold, it seems that officials now have a new tool in fighting crime.
Social media has allowed the world to become interconnected and interface with one another through the digital format of social media. More and more of our connections are going through online forums, but it’s also having the side-effect of keeping track of everything we say. Law enforcement agencies around the country are beginning to realize the power of social media for their own purposes.
Police blogging has become relatively popular lately, and it’s beginning to allow police stations across the country to keep up on the events of the day. Many people are already familiar with the police sergeant sitting at the registry desk, but now a station can keep track of Twitter feeds, blogs, and updates. It offers officials and the public a real-time way to see the crimes that are being committed in their area. These blogs are publishing crimes and arrests and keeping track of the real-world activity through online avenues. This is becoming a very useful tool to keep an open dialogue and exchange of information between citizens and police. Average citizens can also post on these blogs to let police know about what’s going on and it’s quicker than a phone call.
There have been sites where people could go online and see the latest wanted criminals, but now different law agencies are beginning to use Facebook, Twitter, and other social media platforms to update and keep people aware of local criminals that are at large in their area. The great thing about social media is that it’s instantaneous, and officers can keep the public aware of what’s going on up to the minute. This has been done through fan pages as well as local and district specific pages. Their usage has become more fine-tuned over time, and it’s increasing in regularity. It’s another example of how much social media is changing our everyday lives.
Many aren’t aware of the term, but social media stakeouts are becoming a popular tool to find criminals in every background. Some social media advocates argue that this has become a sort of invasion of privacy but police and law enforcement officials aren’t hacking into anything, they’re merely listening in. Whether you agree with it or not, it’s given police the ability to track important information and search real-time for offenders and key words and phrases that are of particular interest. This social media monitoring is a preemptive measure that’s getting a lot of attention. There exists the possibility that these social forums could be abused by officials but there’s no doubt that it has helped them to keep up with the times.
It’s not clear as to how much control different offices of enforcement really have over our personal and social media accounts. There’s been a lot of speculation over Facebook’s complicity in working with companies and governments and sharing personal information. Currently, it’s only through accusations. People are worried about “big-brother,” but it’s essential that we give our law enforcement officials the tools they need, within reason, to combat crime in an evolving society. Otherwise, we could run the risk of giving criminals a better ability to curtail the law and hurt others.
This post is a guest post from the Davenport Institute.
Every six months, I am looking out for the latest gadgets in the world that I think my readers might like as well – and I combine them with a draw. Of all products that I present below you will be able to win one of them. Cool, right…!?
The last time around christmas, I focussed on the 7 brand gadgets. This time, I will keep it more general on holiday gadgets which have a special design or technology feature that caught my attention. And like in December, every product reminds me of one post that I have written in the last six months…
Time is the new ROI – Casio G-Shock
Our days seem to be getting shorter and shorter… Time will become the new ROI. The reason is not that our time system has changed. Our days are challenged by speed of the internet which sometimes is like on an airjet that travels on high G forces in a race to be the first to know and to spread. We want to do much more than only ten years ago. In my eyes, we need to watch out for our own personal resources as well as the environment in order not to waste more energy than necessary.
I like… It’s fresh summer colour, the tough solar power, the multi-band 6 atomic timekeeping and the centrifugal force resistance surpassing 12G. Just an eye-catching gadget…
Gamify the beach – Angry Birds (Rovio)
The success story from Angry Birds is probably comparable to the Tamagotchi hype in 1996-1998 (until 2010 over 76 Tamagotchis were sold globally). If we look at Angry Birds today, there were 300 Mio. downloads for the app, 120 Mio. active users so far according to one of the latest interviews with founder Peter Vesterbecka. And one in seven people in the world seem to be fans of the brand. So, why not win an exclusive The Strategy Web package of their coolest merchandising products?!
I like… It’s easy to play, you can jump to and fro, just the way you manage to play and you are a kid again when you are playing, immediately. Just the game of the year – and not only for kids…
Relax in 3D – Samsung HT-D7200
People think our world will become more 3D with the evolution of screen technology around us. However, although Augmented Reality and barcodes are a fantastic mobile technology as well as an extension for print and TV that connects boths world, offline and online, the technology is more 2D barcode based than 3D. Television has moved ahead in technology and companies like Samsung are heading ino a new era by transforming 2D films in stunning 3D ones.
I like… The white design and built in Wi-Fi technology that makes it easier for our “Homo Buzz” generation” to watch and share on bigger screens. Just a stylish gadget…
Colour your living room – Sitting Bull Sitzsack Candy
Lounging in a nice bean back, listening to great music and enjoying the pictures and videos you have taken throughout your holiday in… Well, how can I know where you are traveling to. ;-)
I like… The colourful Union-Jack spirit, and I think this is a fashion statement – not white and black. Just a relaxing gadget…
Capture your life – Casio Tryx EX-TR-100
Years ago, Europeans and Americans have laughed about people from Asian countries capturing every little piece of their sight-seeing trips. Today, our young generation shares their lives through cameras like the Casio Exilim Ex TR 100, upload parts of events, or even apply for jobs by using cameras like these to describe their lives. Displays will organize our future and are a great tool to describe situations at work, to illustrate products and services without perfect product orchestration. Think about how you could make use of such cameras…
I like… It’s a stylish tech product with an easy twistable 360 degree frame body. Just an innovative gadget…
Stream every song in the world – SONOS Play:3
In the past, we had black stereo systems as big as cupboards. Times are changing. Today, SONOS streams up our lives. Their latest product Play:3 gives the option to use the speaker in a horizontal and vertical position. Thus, the system will fit exactly where it needs to go. Internal motion sensors detect the speaker’s orientation, adjusting the output so that you get the ideal sound wherever you are in the room.
I like…The amazing sound and the smartphone app which allow to use the system whichout another remote control in my dining room. Just a cool sound system…
C3PO saves your data – MIMOCO
This last gadget of this series found my son. As you might imagine from the picture: He is a real Star Wars® fan. When Volkswagen produced the funny commercial video for the Super Bowl, I had to give him my iPhone every time I saw him. He just loved the video. Yesterday, some promotion flyer came into our house and guess what he found… These funny USB MIMOCO flash drives. I had to promise him to write about them. That’s what you do for your kids…
I like…USB drives in most cases are just uncool. Tese are not! Just a geek’s gadget…
How to enter the competition?
Most companies have given me one product for a draw. Just write a Retweet (RT), comment, send us an email, and tell us which product you like most and why. Then you will get a ticket for the competition to win one of the products!
End of participation and date of draw: 31.08.2011. Good luck!
In the last weeks, I have followed different reviews on web events. And I have to admit, reading the latest posts caused wrinkles on my forehead. Doubtful on the real long lasting output. Questioning what impact those events have. And also, asking myself, what is the best way to attend these events and participate in the content and context these events have to offer?
With all these future of web events, I am always asking myself: “To go, or not to go? Attending, or leave it?”. Attending is more work than ever before. Would you agree…?
Only if you really participate, as we call it today. So what is participation in the future? How do we define the luxury to attend an event offline in the future? Writing Tweets, editing and creating live blog posts, following and commenting on the latest conversation around the event – apart from participating in other realtime online conversations that are interesting? It is a challenge… and exhausting. Or do we see participation 3.0 more as listening offline, starting communications around the speeches and panels? Lively discussing with attendees “face-to-face” instead of “digital-to-digital”. Or both? Won’t we loose the visionary and revolutionary of thesis, the essence and matter then? It would be more than hard work to listen to everyone, right… Resulting in a “social media hangover” as Michael Brenner describes nicely in his post…
So what is participation 3.0 at web events in some years? My view of participation 3.0 looks as follows…
Participation 3.0 is interactive, i.e. a modern offline discussion panel that shares latest real-time knowledge among participants. No monologue of a great speaker, evangelist or business leader. It is moderation rather than presentation, stimulation not penetration, that these people on stage offer. Stimulation instead of penetration. Giving attendees the opportunity to be completely focussed on the discussion. No distraction. No wandering around between offline and digital conversation strings. An open for communication build lecture or workshop that asks, that enables knowledge sharing. People who understands sharing, disturbing and double-checking conversations as the imperative of speeches and presentations.
When have you seen somebody being inspired or animated by the speaker or presenter to giving their input? When did you see someone getting involved in the speech? And when is a participant criticising the speaker on stage (thought about the Aristotelean theatre are allowed)? Or would this be too spontaneous, unpleasant and disagreeable for the “homo connectus” in our nice offline world 1.0? Is participation 2.0 just one step too far away for us human beings…?
For years I am asking if the invested time in these “future of web events” will pay out? For years these events come along as usual events, very well-behaved, not hoody-styled, not freaky, not… whatever. Style 1.0! For years, I am waiting for the symbiosis of offline and online discourse which not even Twitter walls achieved to get going (if at all available and from the moderators used as an input tool for the conversations).
How sensible is it to listen to the web avantgarde without any interruption, or exchange ideas or visions with them when offline engagement does not exist, or is not even close to being alive? Remember how the “inner circle” was sticking to their smartphones, their talets or notebooks at the last event you participated? At the last events I joined, I followed tweets and comments where attendees wanted to drag the speaker or moderator off stage. Don’t even think someone shouted out loud… Did the critics really participate in these futuristic events?
Quite often I got the impression on national as well as international web events that a community in a community is self-inventing, self-justifying and “self-centrifying” their social world. And yes, it seemed they have celebrated their existance – without even participating in the event anymore. “Heard this speech and statement from the speaker already twice, let’s grab a coffee…!” Quotes I have heard often… Is it not essential to cut through the presentation and motivate people to think ahead in order to aggregate, catalyse and animate “shared knowledge”? Are we not standing offside and neglect our leadership position without realizing it – resulting in not added value for all?
Some years ago, it was seen as a premise to be part of the web avantgarde and to be invited to attend these events and to sip from the fountain of futuristic web intellect and insights.
Today, as of the old-fashioned event set-ups, traditional speeches and marketing intentions of the speakers 1.0, these events tend to become sum-ups, networking parties and reunions. Nohting special anymore it seems as everybody thinks the trend of shared knowledge does not offer any new input on stage?
Where is the realtime offline mapping of online conversations of participants following the event? Moderators often forget it and don’t get input from the technical staff. Somehow the boring monologue of the presenters seems to become the sleeping pill for the dialogue-fatugue audience – definitely during the speeches you can see it.
As soon as the event is over, the thirst for conversation starts immediately in blogs, forums or communities again. We find critic and virtual tapping on the shoulder. The blogosphere is alive again. During the event silence rules. No engaging offline conversation. No Wifi. Lack in bandwith. Lack in motivation for real participation initiative or motivation? Although, attendees feel the pressure to engage and participate in the offline monologue on stage, often nothing happens…
Maybe all this is the reason why the bloggosphere seems to be untouchable, outstanding, extraordinary? Or did these web geeks just find a way to differentiate from the community of the “web normalicus” by not really engaging anymore in the offline discussions? That would be a superficial approach as a specialist, wouldn’t it…?
So where is the barrier between participation 3.0 and thought-leadership 3.0? Or is this new type of web thought-leaders learning, growing and adapting and thus will always use this to build a gap between them and the mainstream user? Or will the event input get more sustainability and long lasting intensity out of “after-event participation” in online conversations? Then participation 3.0 would be even more interesting. Although some might see chaotic scenarios at events…
Maybe these are some thoughts are going too far away from reality, might be too revolutionary… What do you think about participation 3.0?
Old studies come to your mind when new studies are being published. This week, Yahoo released their study “The Long and Winding Road: Gamesmanship of Shopping” which talks about how much people trust the internet these days. And in some way it reminded me of a Nielsen study from 2009 and which was referenced so often in my trainings. The outcome of the Nielsen study was: “Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally”. Remember this chart…?
Well, the Yahoo study now states when people are searching for information about products they’d like to purchase, 69% of the study respondents said they trusted the internet. The selling item of the study is obvious from Yahoo’s point of view. By using search engines and finding online content to evaluate their purchase options, every deal is much more a win than it was.
We all know, that consumers do a lot more research today, in the era of Social Media, without knowing how much their Social graph influences their buying behavior. People receive more and more input through the conversations in their social networks. Thus, they are getting permanent recommendations from friends. The result is that buyers are deciding less impulsive, says the study. Marketers can draw their own conclusion whether this is bad or good for their business opportunities…
Some further key findings of the survey that asked 2,485 purchasers or intenders…
82% of surveyed people are finding a great deal on a product contributed most to the feeling of winning
69% are now seeking more deals and coupons online
60% said, getting a better price than other people made them feel like a winner.
49% of respondents are using more coupons now because of the Internet.
In some way, the findings are persuasive, in some way those studies should dive much deeper into the modern shopping influence, and maybe ask… How much do you rely on recommendations? Do you check age, interest and preferences of the person that gave the recommendation? A shame that it is difficult to find these insights… Maybe Yahoo will include these and more questions next year?!
And I am asking this as according to a Netpop Research, most of our friends don’t trust Facebook for example. But then again, they shall be believing in what the users of Facebook are saying and recommending. Sunds a bit bizarr to me…
The Yahoo study concludes that shopping is a collaborative effort. People take their time to evaluate and seek information, and listen to what their social graphs are advising and telling them. If we take the Nielsen study into account, then it becomes apparent that marketers have to face a much broader challenge scope than in the past. Finding and supporting the right brandvangelists in order to spread the message through trusted sources and make information easy accessible will be changing the shopping landscape in the future. More importantly, marketers need to rethink their funnel management in order to create a modern network of shopping enablement which reaches out to the social ecosystem.
Ok, this is my view. Very much interested in yours…