Facebook Twitter YouTube Instagram LinkedIn Wikidata
dangerous client

Are You a Dangerous Client?

The criteria might surprise you.

We find that the most dangerous clients are those who try to control the internet. Yes. You read that correctly. Those who try to control the internet. If you are guilty, it’s understandable. A brand can get crushed out there without a plan. The thing is, you can’t have it both ways—your brand can’t reap the social benefits of the web without the inherent risks.

Today, a brand must be a part of the online real-time fabric to be relevant. But as a brand manager there are many concerns: Poor performance and slow momentum builds. Challenging content generation. Rogue consumers. Swift response times. Plus, online and social channels have become a huge arm for customer service. For example, 78% of people who complain to a brand via Twitter expect a response within an hour. 1 Then there are all the unmanageable review sites. Also, many industries including healthcare, government and financial clients face stringent rules and regulations.

Consumers as Part of your Marketing Team

Holding the reins a little more loosely can mean a big win. User generated content is valued most highly by other users and can provide brand advocates a platform. The Meeker Report , released May 31st of this year, addresses brands that use consumer generated content. More than 60% of the content on Instagram for Red Bull and BMW is user generated. Qatar Airways has almost 80% UGC. Now that’s gutsy in a world where a new airline horror video seems to pop up every week.

User generated content can be risky, but also very effective, as UGC can generate 6.9 times higher engagement than brand generated content on Facebook, per Mavrck, 2/17 as cited in the Meeker Report2.

It’s All About a Plan

Although there’s a lot to consider when navigating your brand’s online social presence, a variety of tools make online and social properties measurable and trackable. ROI is a little more complicated, but that too can be tracked through engagement and conversion.

But this is not a free or easy endeavor. The monitoring, response and insight adjustments require expertise and time. Both the brand team and the client must place value on consumer brand engagement. It may seem intimidating at first, but the reward outweighs the risk. A good agency partner can help make online brand interaction engaging, vibrant and financially rewarding. 

 

1Source: Lithium. lithium.com/company/news-room/press-releases/2013/consumers-will-punish-brands-that-fail-to-respond-on-twitter-quickly.

2Source: Mavrck Facebook UGC Benchmark Report (2/17). Study based on 536,238 micro-influencer brand activations completed via Mavrck Platform from 1/1/16-12/13/16.

Related Articles

Pet owners are holding pet food and treat manufacturers to a higher standard these days when it comes to their pets’ food packaging. They’re doing more research and spending more money on premium meals, toppers, mixers and treats for their pets, so they expect packaging to protect the freshness and integrity of the ingredients.

Top 10 Ways to Prep Your Web Store for the Holidays
Branding | Digital | | Retail

Top 10 Ways to Prep Your Web Store for the Holidays

It’s no secret that the pandemic changed holiday shopping behaviors. Shoppers who previously browsed aisles and stood in line for Black Friday deals turned to eCommerce stores to search for and ship gifts. And many people who previously shied away from buying online finally took the leap.

Tracking the Customer Journey to Boost eCommerce Business
Branding | Content Marketing | Digital | Retail | Website Design

Tracking the Customer Journey to Boost eCommerce Business

2020 saw nearly a decade’s worth of eCommerce growth in a single year—accounting for a 44% year-over-year jump from 2019.1 No doubt this incredible growth was fueled by the global pandemic that forced most countries inside for months on end.

Why Is Branding Post-COVID-19 so Important in the Specialty Retail Industry?
Branding | Retail | User Experience (UX) | Website Design

Why Is Branding Post-COVID-19 so Important in the Specialty Retail Industry?

As eCommerce jumps years ahead thanks to the shove out of the airplane we call COVID-19, specialty retail looks for the emergency chute. To quote contributing author and retail expert Greg Petro, “retail is not dead, it is evolving.” Evolving indeed.

Want to elevate your brand and create meaningful connections?