Nearly 80 percent of social media users interact with companies or brands on the social web. 25% of users actually do so an average of twice a week. (2009 Cone Consumer New Media Study).
What compels us to connect with these corporations? Four key things:
- Access. Whether it’s deals and offers or new products and sneak peeks, we anticipate something a little extra special from the brands we connect with.
- Customer service. Social early adopters like Comcast, Dell and Zappos have set a certain expectation among connected consumers – if we talk about a brand (ok, mostly if we complain about a brand) on a social network, we expect a customer service rep to seek us out and make it right (our own personal knight in shining armor).
- Affinity. There are certain brands that we just think say something about who we are. We’re proud to be a little more Target than Wal-Mart, a little more Google than Bing.
- Impact. An increasing number of connected consumers expect that their participation with a brand will net some visible results. Those new Windows 7 Was My Idea commercials may be coy, but they’re also a direct reflection of how loudly we expect our voices to be heard.
All that connecting has an impact. According to Razorfish’s latest FEED report, the overwhelming majority of consumers who actively engage with a brand (e.g., follow a brand on Twitter or enter a contest) can evolve from passive reactors to advocates almost instantaneously. On average, 97% report increased brand awareness; 98% show increased consideration; 97% will likely purchase a product from the brand; and 96% may recommend the brand to their friends. Moreover, brands that use digital to drive awareness also drive sales: 64% of consumers report making a first purchase from a brand because of a digital experience.
