Actions Taken By Social Moms

Recently, we displayed new research that showed blogs were mom’s most trusted social source of information.  Today, we’ll look at what actions moms take because of the information they find on blogs.  Moms, often being the keepers of the family finances, are not only a great consumer segment – they have a large influence of most major purchases.

• Over 60% of online moms read a book that was recommended on a blog

• 56% purchased a food product that was advocated

• 54% watched a TV program after a suggestion was given

• Nearly half bought a baby toy that was suggested on a mom blog

• 45% purchased a toy after advice from a blog

• Over four in 10 forwarded a post to a friend

What Does This Mean To You?

Moms are not just looking for advice and information; they are also acting on what they find.  Because they are actively looking for information and pass that information, the opinions that moms have could impact your business. Their social activity means they have a large circle of influence.  As a business you should look for opportunities to use moms in testimonials and reward them for sharing positive information about your brand or company. For more information on engaging moms and the most cost effective ways to create loyal shoppers among them, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: emarketer; BlogHer

Customer Service And Social Media

As a business, virtually everything you do can be considered customer service oriented.  Your social offerings are not any different.  In fact, the nature of social media means your social presence is often the digital face of your company and social interaction point.  How you deal with customers is on full display for other customers and potential shoppers to see.  New research is out that looks at how consumers use social media as a customer service function.

• 17% of consumers in the past year
have used social media to obtain a
service response

• Social media users who have a great experience will tell 42 people – Those who are not on social media will only tell 9 people

• Over 80% of shoppers who use social sites said they have not completed a sale because of poor customer service

• Social networkers who had a bad customer service experience will tell 53 others about the incident

• Less than half on non-social media users reported that they had not completed a sale because of poor customer service.  Those people only told 17 people about their experience.

• Social media users are willing to pay 21% more for brands that deliver great customer service through social media

What Does This Mean To You?

Social media users are, well, more social.  They tend to communicate with brands about their experience and expect action from them.  Their activity is the precise reason you need a reputation management strategy.
If these consumers will tell over 50 people about a negative incident, imagine the exponential damage your company can receive because of social media.  The social space and negative comments do not just go away.  A sound reputation management policy can help you mitigate the negative and help you convert them into positive comments.  At the very least you need to engage those with a negative experience and offer to fix it.  Ignoring the problem will only make it worse.  Others will see a company that not only provides bad customer service, they see a company that also doesn’t about care about its shoppers.  Social users who have good experiences will tell others, just not at the same volume.  A social reputation plan will help you use these positive comments and turn them into a testimonial for your business.  Your organization should take advantage of the good stuff and make sure as many people as possible see it.  Rewarding customers for good comments is great and will help foster other positive happenings.  One of the best things about social networkers is that they are willing to a premium to shop at brands that deliver top flight customer service.  If you maximizing are your positive comments, promote it.  This will increase the value of shopping with you – even if you cost a little more.  Just like the song says – you have to accentuate the positive, eliminate the negative, latch on to the affirmative, don’t mess with Mr. In-Between.  For more information on how to grow your business with reputation management, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com; MediaBistro

Showrooming Activities

Mobile devices have made it much easier for consumers to find your business and learn about everything you have to offer.  One of the downsides to consumer’s mobile migration is “showrooming”. “Showrooming” is the act of looking at products in brick and mortar stores, but purchasing them online.  A new study has been released that shows us how prevalent “showrooming” is and what actions in-store mobile shoppers take.

• Nearly three-quarters of US consumers say they have used a mobile device in a store as part of the decision process

• Over half of mobile users have stopped an in-store purchase because of their mobile device

• Nearly 40% of those who stopped their purchase did so  because they found a better price at a competitor’s store

• 30% stopped because they found a better price online and more than one in five stopped because they found a better
item online

• 11% stopped because of a negative review on the business

• Overall, over one-third of consumers used a mobile device to check prices, 32% take pictures and send them to friends and 20% look for other stores in the area

What Does This Mean To You

While there are some negatives that can come about because of consumers use of mobile devices, overall mobile is a good thing.  There are some things you can do to counteract “showrooming”.  You can match prices or offer free shipping.  Institute a mobile coupon program that not only keeps you top of mind with customers and helps them save money while in your store, they also allow you to create a database of customers.  Since more than one in 10 customers don’t make a purchase because of a negative review, it would be a good idea to do a thorough examination of your social reputation.  Don’t let negative comments, unanswered questions and less than positive experiences cost you another sale.  For more information on strategies to help your business be more successful, please your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily, IAB

Real-Time Mobile Actions

One of the things people love about their smart phones is their ability to deliver needed information at a moment’s notice.  Many of these real-time decisions can mean business for your organization.  Knowing what activities smart phone owners are participating in can help you mold your mobile strategy and position your goods & services.

• In the past month, over 40% of smart phone owners have coordinated a meeting or get-together via mobile device

• 35% have solved an unexpected problem with their smart phone

• 30% have made a
decision on a what
business to patron
because of their device

• Nearly one-third have used the smart phone to settle an argument

• Almost one in four looked up a sports score

• One in five have gotten up to the minute traffic or public transit information with a smart phone

• 19% have used their device in an emergency situation

What Does This Mean To You

The need for real-time information is a big deal among consumes.  So big that Apple is using it’s “Siri” digital assistant as their main value statement in marketing new iPhones.  Just think of all the ways you use your smart phone over the course of a day – how many times do you just make a call?  Odds are that it’s not a huge percentage of the time.  For more information on how smart phones can create revenue streams for your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Emarketer; Pew Center For Internet & American Life

Millennials And Digital Word-Of-Mouth

Consumers have always depended on advice from friends to make purchase decisions.  But 18-34 year olds consider virtual word-of-mouth just as important as  a regular conversation.  According to a new survey from Bazaarvoice, 51% of millenials consider digital user generated content a primary influence on their purchase decisions.  Compare that to people age 47-54, just 34% deemed user generated content the most important factor – two-thirds of them said information or recommendations from friends, family or colleagues had the biggest influence.

How Millennials shared positive product experiences:

• Social Networks  – 42%
• Third-Party Sites such as Consumer Reports or CNET – 25%
• Email to Friends, Family, Colleagues - 24%
• Call the company directly - 4%
• Other - 4%

 

What Does This Mean To You?

Your digital reputation is very important.  Millenials are poised to be a huge consumer segment in the future.  Negative user generated content can certainly affect their view of your company and the products you market.  It is also evident that they are more likely to electronically brag about you for a positive experience.  The size of Millennial’s social networks and the ease at which people can pass these messages on to others, can really help you establish a great reputation.  But logic says that they are likely to disseminate negative experiences the same way and can rather quickly tarnish your organization’s name.  For more information on how social media optimization and reputation management can help you increase customer loyalty, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Harris Interactive; Mashable; Bazaarvoice