The CMO Council surveyed 1,300 consumers and 132 senior marketers and what the found were some significant gaps in expectations. Consumers expect exclusive offers and timely customer support from a brand once they become a Facebook fan and aren’t as interested in a brand’s content as CMO’s first thought.
The biggest takeaway is that brands are struggling to fully integrate social media into their multi-channel strategies and consumers are demanding more from brands on Facebook.
Marketers say they are concerned with not having social media resources and are still trying to figure out the ROI. Their social media strategies are not integrated and are still a loosely connected channel. The good thing is that they overwhelming realize that social media is an important channel and believe that it is allowing them to become more relevant to their customers.
Consumers say they fan brands mostly to learn about new products, enter contests or play games and want exclusive content and offers. They also want their support issues addressed within 24 hours or preferably sooner. Consumers are also willing to try new things (80%) when a friend suggests it.
For those brands ready to live, breath and truly “friend” their consumers, they are going to have to put the time and resources into providing deeper engagement and customer support and offer more rewards and rank to consumers who are fanning them. If brands are willing to truly embrace this social channel they will reap the rewards with loyal brand advocates.
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