Social media becomes key metric for marketers in judging campaign performance
Activity on social media has become more important than market share data in assessing a campaign’s performance, while increasing numbers of brands are using social channels to step up their customer service, a new study has found.
According to the TNS Marketing Monitor Study, marketers across Asia are, for the first time, placing more importance on social media than any other measurement.
Social is also the top consideration in the planning process, with information from media agencies only the fifth most important metric.
Yet the study, conducted across 11 countries in Asia Pacific, found that despite customer service being the top priority for marketers this year, few are actually working in collaboration with their customer service teams.
Less than four out of 10 are doing so (39%), while only 30% are working closely with their digital teams and a paltry 16% cooperating with their insights department.
TNS Asia Pacific digital director, Zoe Lawrence, said the focus on social reflects changes in customer behaviour but warned marketers not to lose sight of the bottom line.
“It’s no secret that ‘social’ has become an intrinsic part of our daily lives, 96% of connected consumers in Singapore use social networks, switching between Facebook, Instagram and Twitter as the top three channels,” she said.
“This mass adoption of social provides marketers with an array of sources when it comes to developing strategies and evaluating the effectiveness of their marketing activity. As the digital ecosystem evolves, we will continue to identify new ways to build insights. However, whatever the metric used, it’s important to ensure marketers are monitoring the indicators that contribute to sales.”
She added that brands need to “break down the silos” in order to present a “consistent, coherent customer experience”.
More than half of the marketers questioned in the survey said they were using social for brand communications with 40% using it to provide customer service
Great survey and the figures sum up the apocalyptic landscape perfectly.
Consumers flock to social media and, predictably, brands have decided to take a massive and ugly shit right there. I cant go anywhere on these social platforms without being irritated by some pathetic ad or the other. No wonder consumer dislike of ads has grown to such high levels.
With the limited space and fast turnaround restrictions of the social media format, the quality of the messages have turned Facebook into one huge garbage dump…..same for instagram. There’s zero thought about messaging when the priority is to average one message every few hours. It’s often the marketers creating these messages themselves or getting some two bit junior intern to do it.
Consumers hate it all as well….which is why brands have been buying followers and likes for years now….you just have to look at the names of people liking their messages and commenting on them….even the comments appear fake and fabricated in Bangladesh.
https://www.theguardian.com/technology/2013/aug/02/click-farms-appearance-online-popularity
ReplyName one brand that has been built on or by social media.
Reply@restmycase
Uber?
ReplyI don’t see Uber as a part of the global stable of super brands like Starbucks, Apple, Virgin, Disney yet.
They’ve got heaps of problems that are nowhere near to being resolved.
Their trademarked positioning ‘Everyone’s Private Driver’…. hardly a differentiating thought….shuts out the core of their support…their drivers….in their business, drivers are everything.
They have two logos….one for passengers, one for drivers….what message does this send out?
A business like Uber owes its existence and success to the community…yet, they don’t play very well with the community…they’re being sued by drivers, and every other day brings some negative story about drunk or violent customers.
When you learn that Uber doesn’t have a CMO, it kinda starts to make sense.
Airbnb, on the other hand, seems to be doing things right. They have a beautifully nuanced tagline BELONG ANYWHERE that gives them the high ground…but they are not a brand grown exclusively by social media. They employ a broad approach, from film and print to new media ideas (#onelessstranger)….recently one of their print ads went viral on social media….not the social work they had done.
ReplyOkay, but that is an answer to a question nobody asked, least not yourself.
ReplyShort answer….Uber is not a successful brand (yet) and social media hasn’t helped them in a way that suggests a winning formula for others to follow. They are banned in spain and s.korea and are losing 1 billion$ a year in china…social media works for certain brands in certain situations only.
ReplyBig brands you mentioned have been around for much longer than social media so there is no way that they could have been built on social.
Social is one part of the mix.
It is an opportunity for a brand to present a personality and a voice in a uniquely 121 way.
Yes. Like all channels social has poor ads and content. Also like all channels it has examples of brands doing great work.
Customer care done well is in itself the powerful branding.
Just saying the channel is crap is such a pointless statement below this article which has the very point that brands are under invested and skilled in social.
Although you mentioned brands such as AirBnB not being only social channel led. Why would any brand just use a single channel and get to global scale.
Don’t think that Disney doesn’t rely heavily on social.
Social integrated in to its digital channels. Social content and discussion in its live TV shows on ESPNfor example. Social care for STV subscribers. Interactivity through social at its Theme Parks with amplification across large private social feeds. On top of the more traditinal push messaging.
Social is here to stay. Like everything the question is can you use it well.
ReplyHave your say