A recent study from Gallup reported in this article found that the best way to use social media is to ignite your existing customers to spread the word about your products. In Flip the Funnel, Joseph Jaffe talked about the reverse AIDA model and the emphasis on igniting those that have just bought or experienced it. Your current customers are certainly a segment not to be ignored.
Some of the key things I took out of this article – which certainly support what we know at Soup – are:
- 74 percent of loyal customers engaged their social networks in a complimentary way about their favoured brand – pretty good odds by anyone’s standards.
- The likelihood of people relying on online and TV ads to decide what product or service to buy is about the same as the likelihood of relying on company Twitter or Facebook pages – a mere 1 percent.
- And probably the best reminder of all is that the most frequent type of social networking is still offline; face-to-face or over the phone. So “don’t confuse the channel (social media) for the desired outcome, (social networking)”.