What are the Connections?
relationship, relation, relatedness, interrelation, interrelatedness, interconnection,
interdependence, association, attachment, bond, tie, tie-in, correspondence, parallel, analogy;
Consumers expect more, and nowhere is this more apparent than on social media.
Eighty-one percent of consumers say social increased brand accountability, whether by giving customers power (75%), encouraging transparency (70%) or amplifying issues (65%).
Social users connections will unfollow brands if they’re overly promotional (46%), irrelevant (41%), quiet (18%) or unresponsive (15%).
Consumers are hungry for news about products and promotions, they also want social content that educates (59%), entertains (56%) and inspires (49%) them.
Here the Facts
Consumers are very much in control, and they need connection, real and empathetic relationships with the brands they like.
Here the facts: 82% of consumers with an emotional connection to a brand will remain loyal.
Social continues to mature and influence every facet of our lives, the bar for effective strategy raises ever higher.
Negative social interaction increases the chance of a consumer boycott of 43%. Meanwhile, 71% of consumers would recommend a brand after a positive social interaction.
We’ve entered a new time, one where openness, realness, and empathy on social are required to capture consumer attention and foster brand loyalty.
Ninety-four percent of consumers are prone to stay loyal to brands that provide complete transparency, 86% seek out authenticity when deciding which brands to support, and 80% are more likely to buy from brands that provide personalized experiences.
The connection is key, especially when you consider how society has transformed the buyer journey. Consumers no longer move in a straight line; social has made it easy for them to interact with brands in different ways.
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