The 3 R’s of Social Consumers

Pin It

In the last weeks, I came across the same issue in many meetings with clients. Social consumers increase their use of Social Media and social networks to state their opinion about a company, brand or service. Sometimes to rate the way companies make use of Social Media, or how they engage with them in campaigns or branded social hubs. Sometimes to complain about incredible customer service, or the quality of products. Sometimes just to link or share some content piece that attracted their attention.

The input described above by consumers can be summarized under the 3R’s: ratings, reviews and recommendations. These 3 R’s will challenge companies and brands in the future. Companies know that they have to find a way to deal with all the content published, as well as to establish ways to make use of it in the context of their business.

Ratings
Years ago, we would have seen ratings on Amazon, eBay or rating platforms Ciao. Today, there are external and internal rating opportunities for customers. Most modern content management systems have implemented rating systems. Content and shopping pages have their 5-star systems, percentage scales or „thumbs-up-and-down“ to evaluate the quality of the content or product provided. Facebook, Twitter and other social sharing buttons act in the same way, reach out and distribute ratings to a wider audience to name just some options the social consumer has here.

Reviews
While the chance to find yourself as a brand in a Twitterstorm was low in the past, the tables have turned. Companies like H&M, Motrin or BMW have become victims of reviews in the last years. Whether through crowdsourcing or blogging, reviews could leverage or damage your business success in a day’s time. The question remains the same for brands. Most consumers don’t differentiate between the trusted and personal reviews. In which reviews can they trust, what not, and what could end in a brand nightmare? The list of review sites is long, the one of personal blogs, social networking accounts, etc. even longer, and getting intense the more people review their personal views. And then, organizations have to bear in mind that 97% of purchase decisions are based on digital experiences.

Recommendations
Probably, the most dynamic part of the 3R’s is the recommendations part. In social networks (Facebook, Twitter, Youtube, LinkedIn) people hint, share and forward quick opinions about a film, a hotel or a show in minutes – and forget about it. Companies and brands need to take a position on these recommendations, or clear up the damage as best as they can. Well, if they find them and have the processes, people and resources in place to react. Some recommendations are still in the stealth mode as of semantic detection issues, or as they are only shared within the social graph of a person. And some recommendations are not even recommendations. They get catalyzed through social banner opportunities with Googe Plus buttons inside Google ads or via recommended people of the personal social graph in Facebook ads. And some will stay invisible for brands – most offline spoken words.

Spot On!
The challenge for companies in the future will be to educate social consumers on their way to social purchase. Social consumers often don’t pay attention to who said what, their gender, habits, age and preferences. Customers tend to be affected by a negative scale although it may be positive. 97% is not 100%, 4 start is not 5 star, the last opinion that was the only one negative, and so on. Most consumers don’t check who or how many people have rated the hotel on tripadvisor or booking.com. So, what is better? One rating in the 100% range, or 5 ratings getting 95%? A review where companies can react and improve the quality of their service? Or a recommendation that they could use as a statement to their blog? In my eyes, we will need to have seal of quality buttons that tell people to be aware of the fact that the 3 R’s are a good orientation for quality but not the final truth. And marketers should think about the best alternative to straigthen and strengthen their brands whatever effective the 3 R’s might be for their business.

Would you agree…?

Related Posts

Kommentare

7 Kommentare zu "The 3 R’s of Social Consumers"

  1. Be grateful B2Bs! Communities are like Guestbooks… am 07.09.2012 00:58 

    […] was? Who started positive questions and conversations by themselves without having a need to? Who rates, reviews and recommends a B2B solution or a product without a […]

  2. Outlook: Five new job titles for the future of web strategy am 05.01.2013 08:31 

    […] is now bottom-up. Customers are kings. A sentence that made people cry some years ago. Today, the 3R’s of the social customer -Rating, Review, Recommendation- make managers and leaders start crying. They let whole revenue streams start shaking at times. […]

  3. Global Web Index: Twitter shows fastest growth of social platforms am 30.01.2013 09:07 

    […] Twitter)” or “Asking friends about products”. All of these figures show that the 3Rs of the social customer get more impact through […]

  4. 5% of negative online reviews are deceptive, finds MIT study am 11.07.2013 08:14 

    […] all know that ratings, reviews and recommendations -the 3 R’s of the social consumer- rule the modern world of shopping and our daily customer journeys. When we are trying to figure out […]

  5. Likes, Retweets, Repins: Automated response creators = killers of insight creation? am 08.11.2013 11:20 

    […] On! The 3 Rs of the social customer (ratings, reviews and recommendations) might make our lives interesting and exciting for new stuff. […]

  6. Influencer Trust and Recommendation – A real challenge for marketers (Infographic) am 02.04.2015 11:55 

    […] years ago and in many seminars, we make clear that the 3Rs of social consumers will revolutionize the sales world: ratings, reviews and recommendations. However, the question […]

  7. Why influencer marketing is the future of content am 07.05.2015 08:05 

    […] ago, we have made clear that the 3 Rs of the social consumer will be leading the decision making process in the future: ratings, reviews and recommendations. […]

Schreiben Sie Ihren Kommentar...
(Ein Foto neben dem Kommentar erhalten Sie bei Gravatar.com)