Can social media marketing channels provide an antidote to eroding consumer loyalty in an economic downturn? This presentation examines that question and offers 5 practical ways marketers can improve the efficiency of their marketing through social media.
14. $148 billion spent on advertising 14% of consumers trust advertising Half a billion spent on social media 78% of consumers trust social media (input from other consumers) 2. True loyalty is recession-proof. The impact of social media isn’t just a matter of raw impressions. It’s also a matter of trust.
15. Simply put, social media builds brand trust because it allows people to learn about brands from other people . 2. True loyalty is recession-proof.
16. Trust in “a person like me” has tripled from 20% to 68% in the last three years. 2. True loyalty is recession-proof.
17. 36% of consumers say they think more positively about a company just for having a blog. 2. True loyalty is recession-proof.
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20. 3. You can put your customers to work (crowdsourcing). With Mountain Hardwear, we crowd-sourced the development of a print ad and even required that it conform to the campaign’s visual standards.
21. The winning entry Agency-produced print ad 3. You can put your customers to work (crowdsourcing). The crowd came through in big way.
22. 4. Your ads are flabby. In a recession, your paid advertising needs to work harder and go further. Integrating paid and social media can pack a powerful punch. Social seeding, blogs, reviews, forums, and social network sites all greatly improve your SEO, which in turn enhances the performance of paid search. Source: iCrossing Search Syngery, 2007
23. 4. Your ads are flabby. Paid advertising on a social network site can direct to a brand page on the same site, where users can “friend” the brand and pass along content. Source: Fox Interactive Media , Never-Ending Friending, 2007
24. 4. Your ads are flabby. Every ad campaign should be deeply networked: on video sites, into social networks, and into the site experience. Screen clipping taken: 10/27/2008, 12:41 AM
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26. 5. Free is good. Example: we tested promotion performance using paid media vs. one relying entirely on social seeding. In this case, free was good indeed. 20 million ad impressions No social seeding 18,000 visits/mo No ad impressions Seeding on fishing and sweeps forums 15,000 visits/mo
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