80% of internet users are enrolled in more than three social networks, and 40 percent reporting being active members of two. How usually users share information?
Consumers are talking about brands and products in social networks and those conversations influence other users even if they are not actively listening. In many sectors consumers rely more on the information they found in social networks, blogs and in other users’ reviews than in the information provided by the company.
We can classify those influencers in Social influences and Key influences. The channels they use to communicate are blogs, social networks and reviews of products or services. For example, in 2011 81% of travellers declared that they find users reviews important and 49% declared that they won’t book a property without reviews.
- Social influences are everyday people who participate in social platforms influence brand affinity and purchasing decisions through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums.
- Key influencers in specific fields have an outsized influence on brand affinity and purchasing decisions on social platforms. Key influencers typically have their own blogs, huge Twitter followings and rarely know their audiences personally.
As a consequence, the relationship between consumers and brands is changing and it should be reported in brands’ strategy. Now that companies know where consumers are listening, they should probably engage relations with those influencers and move their “talk” to social network. In other words, companies should become more social to become more trusted by consumers.
Sources: The complete Razorfish Social Influence Marketing Report