(2 votes, average: 5 out of 5)
Loading ...The culture of participatory social media is having some surprisingly significant effects on both the way satisfied customers play a role in contributing to the marketing message development of products and services. And it is also playing an increasingly important role in defining the key touchpoints that customers use in the deciding factors one what to purchase. What makes this all the more noteworthy is that much of this is rooted in offline purchases. I’m putting this together from two recent studies…
As we all know, a satisfied customer can often be your most effective marketing vehicle. This has become all the more apparent as Bazaarevoice found in a survey they completed for Keller Fay, the word of mouth marketing agency based out of Atlanta. They found that 79% of reviewers write reviews to reward a company for the quality of the product or service they bought, with 87% of the reviews being positive in tone. Positive experiences mean greater customer involvement.
This means that satisfied customers see the idea of writing online reviews as an important part of their product/service experience. That’s backed up by the fact that in the same survey, 90% of the respondents write the reviews to help others make better buying decisions. Social media allows them to ’share the love’ so to speak. The survey also points out that 70% see contributing to online reviews as a means to help a company improve what they offer. If this is the case, then we’ve got the initial stages of what many are calling a ‘community’.
The significance of that point shouldn’t be underestimated. Social media marketers are constantly talking about community. Sometimes I think they overdo it. That’s because I think they believe exists in the first place. It doesn’t. But customer reviews are one way in which they begin.
That becomes more important when you realize that comScore and the Kelsey Group found that reviews written by fellow consumers had a greater impact on the buying decisions of potential buyers than that of professional reviewers. And this no small point: 97% of review readers fine the reviews they read to be accurate. So, the quality of the reviews by fellow users is not compromised by a lack of ‘expertise’ in writing reviews. With more than three-quarters of review readers saying that their reading of someone else’s opinion on a product or service effected their decision to make a purchase, online review are now completely mainstream They are part of customer relations, message development, and community formulation. In short, an ecommerce strategy must include happy customers.
And just how can this affect the touchpoints as to the reasoning behind a purchase. comScore helps us out again by pointing out that people were willing to pay 20% ore for an Excellent, or 5-star rating, than they were a Very Good or Good 4-star rating. The survey doesn’t stipulate the percentage of people that feel this way however. But it does show that for (likely) price is not necessarily a huge factor when it comes to top quality. I say that because a 4-star rating is still very positive.
It should also be pointed out that offline purchases are really pushing this. Bazarrevoice found that of their respondents, 65% of them had, after purchasing offline, had gone back online to write a review. So it is not necessarily technology insiders. It’s broader than that.
Filed under: Affinity Groups, Altruism, Authenticity, Blog Messaging, Blogger Influence, Book Reviews, Brand, Brand Advocacy, Brand Ambassador, Brand Intelligence, Brand Promotion, Brand Protection, Brand Reputation, Branding, Branding Online, Business Intelligence, Buzz Marketing, CRM, Consumer Generated Media, Conversation, Conversation Marketing, Customer Ratings, Customer Reviews, Customer Service, Customer Supprt, Guerilla Marketing, Honesty, Influencer Identification, Influencers, Influencial Bloggers, Influential Brand Advocates, Influentials, Integrity, Internet Culture, Managing Conversation, Market Research, Marketing Conversation, Markets are Conversations, Media Virus, Memetics, Messaging Online, New Media, Online Advocacy, Online Brand Reputation, Online Communities, Online Community Outreach, Online Conversation, Online Engagement, Online Evangelism, Online Messaging, Online Monitoring, Online Outreach, Online Participation, Online Reputation, Online Reputation Management, Online Reviewers, Online Reviews, Online Virtual Communities, Reputation Management, Social Intelligence, Social Meda, Social Networking, Viral Marketing, Viral Media, Viral Propagation, Word-of-Mouth, Word-of-Mouth Marketing
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A good case in point is www.Measuredup.com a leading customer service review site.
We started this company as a way to make companies more accountable to their consumers and to create conversations between them.