02 Mar 90% of Consumers Recommend a Brand After Interacting Via Social Media
The study focused on FMCG brands Heinz, Kettle and Twinings and found that social media can drive ROI by driving brand sentiment, encouraging consumer engagement and increasing brand loyalty.
More than 4,500 survey responses were collected from each brands social media pages over a two month period and supplemented by 800 interviews to inform the findings.
This showed that four out of five consumers would be more inclined to buy a brand more after being exposed to their social media, with 83 per cent happy to trial the product in such circumstances.
The uplift in sentiment for each brand was measured as Heinz 22%, Kettle 17% and Twinings 19 per cent, allowing the IAB to estimate that for every $1 spent on social media as much as $3.34 could be generated.
By making people love, not just like your brand, you’re more likely to drive future purchases and increase sales.
Kristin Brewe, the IAB’s director of marketing & communications said: “The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands. This isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.”
Ian Ralph, the director at marketing sciences who conducted the research, adds, “Our research shows that to create an emotional connection brands really need to provide clear, timely and, most important of all, relevant content that develop a conversation. Interestingly, we also found that brands really shouldn’t be afraid about having their products on show and of linking up their social media activities to their business objectives. Social media has the potential to turn brand customers into brand fans.
Do you need a fresh look or a brand new social media campaign. Contact us today for a for a free consultation.
The above article was originally composed by JOHN GLENDAY, for THE DRUM.