Less than 5% of customers published on social networks their positive experiences
A fact that is undeniable is that a satisfied customer can become the best advertising a brand. Their opinions and recommendations are increasingly valued by most users before making a purchase.
According to a recent study published by the agency, less than 5% of satisfied customers in social networks published their positive experiences or advocate brands. And most of the comments received did not demonstrate a real enthusiasm or passion for the brand. Which means that most brands do not benefit from the advertising and image that can give positive messages and customer feedback. According to Josh Graff, director of LinkedIn Marketing Solutions, EMEA, reporting benefits businesses will lose customers if they do not put up some kind of mechanism that encourages potential brand advocates on social networks.
The Social @ Ogilvy research shows that there is a gulf between the degree of customer satisfaction and the number of times that these publicly shared their positive experience. In the study, customers rated with scores above 80 on 100 service, however only 1% openly recounted his experience on social networks.
The fact that consumers do not come out in defense of the brands most used or most profitable offers, suggests that companies should take measures to encourage participation in social networks of those most satisfied users. As noted by the study of social @ Ogilvy brands need to distinguish between those who are brand advocates and those who are simply customers who have been happy with your transaction.
The study says that the defense of the brand, is not a matter of certain categories. To reach this conclusion, five brands from different sectors (hotels, fashion and beauty) who had obtained positive comments were investigated, and most of these alluded to tangible characteristics of products and services, not emotions.
However, LinkedIn is the great evidence that if companies promote recommendation tools are more likely for users to show their commitment towards them; It is only a matter of facilitating the tools and, if considered appropriate, encourage them to share their positive experiences. It is noted, for example, that in the pages of recommendations on LinkedIn products and services in the automotive sector are 53% more likely to have comments and criticisms on other Internet sites.
You can increase the reach of messages and positive publications on social networks if they are promoted and invested time in ensuring that the most satisfied customers know and know which ones to use, what the blogs or forums most important conversation are, or direct them to comment on the website of the brand itself, … you have to show them the advantages of investing your time to write a comment or become fans. The dialogue with the followers allows brands to identify what are the main topics, what customers think, if they are doing something right or wrong, if you can change something to improve your satisfaction … So that companies can benefit from advertising their own consumers.