Otra investigación referida al tema:
September 2, 2010 by Mike McGrail
Fuente: _http://socialmediatoday.com/
Origen: The Social Penguin Blog.
We went to the twitterverse (and beyond) and asked people to fill in our Social Media for Brand survey. We aimed to get an overview of how people are interacting with brands in the space and if they are seeing value in this. 35 people responded (thanks!) and there have been some very interesting responses. Read on for the results… especially if you are a brand ( hint – question 9 & 10)
Question 1- Do you actively engage with any brands in the Social Media space?
Yes – 85.7%
No – 14.3%
Question 2- What outlets do you access these brands via?
Twitter – 93.5% (bear in mind the majority of respondents were sourced via twitter)
Facebook Pages – 71%
Blogs – 61.3%
Location Based Apps – 35.5% (fairly high number!)
Branded Smart Phone Apps – 25.8%
Forums – 22.6%
Video – 22.6%
Bespoke Networks (Ning etc) – 6.5%
Other – 12.9% (answers included Email)
So the big two are dominating as we expected!
Question 3 - What are your main reasons for interacting with brands via social media?
To keep up to date with their latest products or services – 76.7%
Customer Service (product questions, order status checks etc) – 53.3%
To get a stronger impression of what the brand is like i.e. culture – 43.3%
To access exclusive content – 40%
To complain – 30%
To enter competitions – 23.3%
To interact with other ‘fans’ – 23.3%
Other – 16.7% Responses included:
-banter with employees
-to get a personalised service
-to feel part of the brand and shape future products
-competitior watching
Question 4- If you have complained via social media, have you been happy with the response/resolution?
Yes – 50%
No – 41.7%
other
Question 5- If you answered ‘no’ to the above, what were the points that made the way that your complaint was handled unsatisfactory?
- Made a comment to Tesco recently which was never followed up. #fail
- they said thank you for visiting but didn’t address the problem
- Air Lingus rubbish, no social presence on Twitter and no way to contact via their PR agency
- No response/Ignored
- Brand had a social media presence (in this case it was on Twitter) but did not repond to / acknowledge complaint
- business didn’t acknowledge the complaint, required followup phone call to their customer service department
So it looks like people are being ignored when complaining and by some major brands too. Tut tut!!!
Question 6- Are you happy with your ‘brand experiences’ in the social media space?
Yes – 63.6%
No – 21.2%
other
Question 7- When you find a great brand presence, do you share it with your friends/network?
Yes – 72.7&
No – 24.2%
The power of the pass on is clearly very strong (I’m a poet and I don’t know it)
Question 8- How important are product/service reccomendations from your online network when it comes to your decions making process?
Very Important – 36.4%
Important – 51.5%
other
Question 9- Can you please tell us about a brand that you feel serves you well within the social media space? If you could take the time to tell us why, that would be much appreciated.
- magazines like Marie Claire, AdAge (am in Australia). I dont have a lot of time so read the full mag, so I like to get small updates.
- Vodafone. Every customer interaction I have witnessed has been extremely professional.
- I moved home recently and a couple of issues of my Wired subscription went AWOL. I mentioned it on Twitter and within 24 hours had a response from Conde Naste and they sent them out to me the next day. It was good to see that they were taking the time read what people were saying about them and acting on negatives. I went on to congratulate them in a later tweet for their customer service, so they get a little promotion out of it too.
- BT – on each occasion of regular BT Broadband failures, their SM team have assisted and responded promptly.
- Sunshine.co.uk during the whole ash cloud thing, while other brands where hiding or simply without any social media presence, these guys and girls where on Twitter, Facebook updating all times of the day way beyond the 5pm close of most travel agents.
- You’ve probably heard this before but @IllegalJacks on Twitter is a great example. I don’t even eat texmex food but i’m so going there. Engaging, interesting, funny, makes you wat to RT the links. Cool.
I quite like @Threadless too. Links, competitions, fun, I like their products.
- I really can’t think of an example – I don’t often use social media as a way to interact with brands, rather to read about things I’m interested in.
- Westjet – find them on Twitter as @Westjet. My long time favourite Canadian airline and whoever tweets for them is superhelpful and funny. I’ve had help finding out about seat sales, sent kudos to fabulous staff members and even got an emergency message to my Dad while he was flying with them. www.westjet.ca I’ve flown with them since they were a brand-new airline and their use of social media only makes me more loyal.
- Virgin Media have been pretty good.
- MailChimp are excellent. Very responsive, on top of things and when you get to their site, support is second to none.
- N/A – I don’t belive any brand serves me well.
- Cadburys Wispa on facebook. The engagement with us is great and they get us involved in promotions. Not to mention the facebook group was used to bring it back in the first place.
- ASOS have a great impact on facebook with their ‘here to help’ page. Fast response, happy to help and always friendly.
- Microsoft – they offer troubleshooting advice, share blogs from developers and point in the direction of useful downloads
Question 10-And finally, what things really bug you about the way brands use social media? Any traits that make you stop engaging?
- Transmitting rather than engaging.
- It bugs me when brands don’t follow me back on Twitter – I still can’t decide whether I’m being unreasonable or not but I figure they should take a second to show me they’ve at least acknowledged I’m there by following me back.
- Constant selling, though they are there for business, ‘real’ chat is better than just selling!
- Constantly sending out one way communication and never replying to interacting with the customer/user, they might as well not bother.
- I hate when brands have a Twitter profile and hardly ever send tweets. If you have a profile then you should probably send tweets more than a few times a month! I tend not to engage with brands on Facebook as i fear getting lots of ads or recommendations clogging up my page or worse clogging up my friends pages via me (like those stupid fortune cookie/Farmville/horoscopes/garden plant things).
- When they got too fancy with their FBML (Facebook Mark Up Language) and other customizations. I prefer if they keep the interface simple and engage me with content not bells & Whistles
- Endless streams of “we just got a new client!” or “we launched a new product” that say the same thing again and again. Employees using inappropriate language or saying inappropriate things.
- The University of Edinburgh is a good example of a brand that has some terrible, self-centered tweets. Not “social”, and not interesting.
- I dislike most brand interactions on Facebook. I’m not interested in giving companies free advertising or recommending them to my friends unless I think there’s a real value for my friends by doing so. Facebook seems to force intrusive, awkward relationships between companies and individuals. Me no likey.
- Faceboook pages that don’t deliver any content or anything relevant. (Just created for the sake of it).
Using Twitter and Facebook for overt promotion, shouting out the message instead of engaging.
Linking to bad websites!
- Impersonal auto DM tweets pointing you towards their facebook, blog, website, flickr, vimeo, youtube channels. I don’t need to “like” you on every social media platform, please stop shoving it down my throat.
- I also hate brands that try to push me in to sharing my love for them with my entire network. It makes me less likely to share at all as it feels invassive.
So it is clearer than ever – Engage or die trying…
Again thanks very much to those who took the time to respond. Feel free to use info with a credit to The Social Penguin Blog.
September 2, 2010 by Mike McGrail
Fuente: _http://socialmediatoday.com/
Origen: The Social Penguin Blog.
We went to the twitterverse (and beyond) and asked people to fill in our Social Media for Brand survey. We aimed to get an overview of how people are interacting with brands in the space and if they are seeing value in this. 35 people responded (thanks!) and there have been some very interesting responses. Read on for the results… especially if you are a brand ( hint – question 9 & 10)
Question 1- Do you actively engage with any brands in the Social Media space?
Yes – 85.7%
No – 14.3%
Question 2- What outlets do you access these brands via?
Twitter – 93.5% (bear in mind the majority of respondents were sourced via twitter)
Facebook Pages – 71%
Blogs – 61.3%
Location Based Apps – 35.5% (fairly high number!)
Branded Smart Phone Apps – 25.8%
Forums – 22.6%
Video – 22.6%
Bespoke Networks (Ning etc) – 6.5%
Other – 12.9% (answers included Email)
So the big two are dominating as we expected!
Question 3 - What are your main reasons for interacting with brands via social media?
To keep up to date with their latest products or services – 76.7%
Customer Service (product questions, order status checks etc) – 53.3%
To get a stronger impression of what the brand is like i.e. culture – 43.3%
To access exclusive content – 40%
To complain – 30%
To enter competitions – 23.3%
To interact with other ‘fans’ – 23.3%
Other – 16.7% Responses included:
-banter with employees
-to get a personalised service
-to feel part of the brand and shape future products
-competitior watching
Question 4- If you have complained via social media, have you been happy with the response/resolution?
Yes – 50%
No – 41.7%
other
Question 5- If you answered ‘no’ to the above, what were the points that made the way that your complaint was handled unsatisfactory?
- Made a comment to Tesco recently which was never followed up. #fail
- they said thank you for visiting but didn’t address the problem
- Air Lingus rubbish, no social presence on Twitter and no way to contact via their PR agency
- No response/Ignored
- Brand had a social media presence (in this case it was on Twitter) but did not repond to / acknowledge complaint
- business didn’t acknowledge the complaint, required followup phone call to their customer service department
So it looks like people are being ignored when complaining and by some major brands too. Tut tut!!!
Question 6- Are you happy with your ‘brand experiences’ in the social media space?
Yes – 63.6%
No – 21.2%
other
Question 7- When you find a great brand presence, do you share it with your friends/network?
Yes – 72.7&
No – 24.2%
The power of the pass on is clearly very strong (I’m a poet and I don’t know it)
Question 8- How important are product/service reccomendations from your online network when it comes to your decions making process?
Very Important – 36.4%
Important – 51.5%
other
Question 9- Can you please tell us about a brand that you feel serves you well within the social media space? If you could take the time to tell us why, that would be much appreciated.
- magazines like Marie Claire, AdAge (am in Australia). I dont have a lot of time so read the full mag, so I like to get small updates.
- Vodafone. Every customer interaction I have witnessed has been extremely professional.
- I moved home recently and a couple of issues of my Wired subscription went AWOL. I mentioned it on Twitter and within 24 hours had a response from Conde Naste and they sent them out to me the next day. It was good to see that they were taking the time read what people were saying about them and acting on negatives. I went on to congratulate them in a later tweet for their customer service, so they get a little promotion out of it too.
- BT – on each occasion of regular BT Broadband failures, their SM team have assisted and responded promptly.
- Sunshine.co.uk during the whole ash cloud thing, while other brands where hiding or simply without any social media presence, these guys and girls where on Twitter, Facebook updating all times of the day way beyond the 5pm close of most travel agents.
- You’ve probably heard this before but @IllegalJacks on Twitter is a great example. I don’t even eat texmex food but i’m so going there. Engaging, interesting, funny, makes you wat to RT the links. Cool.
I quite like @Threadless too. Links, competitions, fun, I like their products.
- I really can’t think of an example – I don’t often use social media as a way to interact with brands, rather to read about things I’m interested in.
- Westjet – find them on Twitter as @Westjet. My long time favourite Canadian airline and whoever tweets for them is superhelpful and funny. I’ve had help finding out about seat sales, sent kudos to fabulous staff members and even got an emergency message to my Dad while he was flying with them. www.westjet.ca I’ve flown with them since they were a brand-new airline and their use of social media only makes me more loyal.
- Virgin Media have been pretty good.
- MailChimp are excellent. Very responsive, on top of things and when you get to their site, support is second to none.
- N/A – I don’t belive any brand serves me well.
- Cadburys Wispa on facebook. The engagement with us is great and they get us involved in promotions. Not to mention the facebook group was used to bring it back in the first place.
- ASOS have a great impact on facebook with their ‘here to help’ page. Fast response, happy to help and always friendly.
- Microsoft – they offer troubleshooting advice, share blogs from developers and point in the direction of useful downloads
Question 10-And finally, what things really bug you about the way brands use social media? Any traits that make you stop engaging?
- Transmitting rather than engaging.
- It bugs me when brands don’t follow me back on Twitter – I still can’t decide whether I’m being unreasonable or not but I figure they should take a second to show me they’ve at least acknowledged I’m there by following me back.
- Constant selling, though they are there for business, ‘real’ chat is better than just selling!
- Constantly sending out one way communication and never replying to interacting with the customer/user, they might as well not bother.
- I hate when brands have a Twitter profile and hardly ever send tweets. If you have a profile then you should probably send tweets more than a few times a month! I tend not to engage with brands on Facebook as i fear getting lots of ads or recommendations clogging up my page or worse clogging up my friends pages via me (like those stupid fortune cookie/Farmville/horoscopes/garden plant things).
- When they got too fancy with their FBML (Facebook Mark Up Language) and other customizations. I prefer if they keep the interface simple and engage me with content not bells & Whistles
- Endless streams of “we just got a new client!” or “we launched a new product” that say the same thing again and again. Employees using inappropriate language or saying inappropriate things.
- The University of Edinburgh is a good example of a brand that has some terrible, self-centered tweets. Not “social”, and not interesting.
- I dislike most brand interactions on Facebook. I’m not interested in giving companies free advertising or recommending them to my friends unless I think there’s a real value for my friends by doing so. Facebook seems to force intrusive, awkward relationships between companies and individuals. Me no likey.
- Faceboook pages that don’t deliver any content or anything relevant. (Just created for the sake of it).
Using Twitter and Facebook for overt promotion, shouting out the message instead of engaging.
Linking to bad websites!
- Impersonal auto DM tweets pointing you towards their facebook, blog, website, flickr, vimeo, youtube channels. I don’t need to “like” you on every social media platform, please stop shoving it down my throat.
- I also hate brands that try to push me in to sharing my love for them with my entire network. It makes me less likely to share at all as it feels invassive.
So it is clearer than ever – Engage or die trying…
Again thanks very much to those who took the time to respond. Feel free to use info with a credit to The Social Penguin Blog.