With the growth of platforms like Facebook and Twitter, consumers are now empowered with the ability to communicate with brands and one another instantaneously and publicly. They are sharing their
experiences with products and brands through text, images and photos across retail, social and brand-owned properties. So how do marketers address this real-time influx of consumer contributions on
the Web that surround their brands? It is imperative to gain a full understanding of these “brand connected consumers” (BCCs): what they expect as well as the impact a brand's response can
have on their own shopping behaviors and those of other consumers.
Traditionally, brands enlist marketing or PR teams to manage their social presence, which can prove costly. In fact, most
professional consultants charge anywhere from $500 to $3,000 per month for ongoing Facebook and Twitter content management and curation. And yet thousands of their customers' complaints, concerns and
compliments remain unaddressed each and every day.
These consumers (BCCs) are informants in the digital space and present an untapped earned media opportunity for brands because they enjoy
their roles as trusted sources -- making them the ideal advocates. Findings from a recent study on the Brand Connected
Consumer, which were presented at the AdTech conference November 6, have shown that BCCs -- unlike the majority who only engage with brands around a specific purchase
-- are likely to engage during their free time and without any direct link to a purchase. Brands must make an effort to realize the benefits of BCCs, and meeting their expectations for
communication is critical.
Join in the conversation
By listening and responding, you are demonstrating that you value your customers. So don't consider
this a chore -- look at the exchange as an opportunity, and try to enjoy it. This effort will increases positive sentiment, purchase intent and your overall customer base. With such high standards,
the expectation is that brands are valuing the content they are sharing -- and more importantly, are awaiting some acknowledgment. A quick "like" on Facebook can go a long way. BCCs that have
had satisfactory experiences with a brand are more likely to buy and recommend your products.
Ignore the BCC at your peril
Brands that fail to heed the
feedback of this powerful consumer segment risk not only losing the original customer, but enduring the spread of negative feedback across the Web. This can lead to an exponentially detrimental impact
on brand perception and the likelihood of others to purchase. While this seems obvious, research from Mindjumpers has shown that 95% of posts to brands' Facebook walls receive no response. That is shocking -- especially
if you are a brand that has engaged a social agency to curate content and manage the community you are trying to cultivate online. Choosing to ignore your customer’s complaint does additional
harm because they are actively posting in the same locations where other consumers are looking for information about your products on social media and retail Web sites.
Four steps to
harnessing the power of your BCCs
1. Figure out how they can help add value. In order to best engage BCCs, brands need to understand what they are looking for
and show them how to help.
2. Create value for them. Establish a relationship -- it can't be a one-way street. What do they value and how can you tap into that when
recognizing their contribution?
3. Stay engaged. Remember that you are creating a relationship -- it must be ongoing. Talk to them, thank them and let them know that you
are listening and appreciate their time.
4. Have an end game. You need to be prepared to leverage the content your advocates are sharing. They are proud of their
contribution, so find a way to celebrate them.
It's important to continue to understand what these BCCs are doing and how they will want to engage in the future, as the Web is forever
changing.