Trust, social media and the purchase funnel
ADOTAS — As we have said in the past, social media is not yet the place for brands to find impending buyers, but brands still need to be there because they’re being talked about.
In an indepth look into the social media space, Razorfish revealed that a majority of respondents of a survey said don’t look at brand opinions on social networks, though an even greater percentage of respondents share recommendations on products and services on social media sites at least once every few months.
What caught my eye was the continued evidence of what works further down in the purchase funnel. When asked whom they trust most when making specific product purchase decisions further down the marketing funnel, respondents trust offline friends most, with 73 percent indicating near or complete trust versus just 33 percent for online friends.
Respondent placed significantly more trust in TV ads and expert online reviews than in their online friends. Social network ads are next on the list with 42 percent of respondents indicating some level of trust, edging out online friends and online video ads, which both register approximately 10 percent over complete distrust. Online banner ads exhibit an almost even distribution between distrust, neutrality and trust. Anonymous consumer reviews and search engine results register strong to complete distrust.
When asked about the authenticity of a brand, respondents pointed to TV and print as the places where brands were most authentic. Respondents seemed to feel that in all other media categories — radio, mobile, online banners, blogs and social networks — advertising by brands was inauthentic. Radio and social networks were close to edging into the territory of authenticity, while mobile, online banners and blogs rated well behind. It must also be noted that there was a high level of indifference among respondents.
According to Razorfish, this points to a huge opportunity for brands to redefine display advertising and underscores the
importance of ad units evolving to work with users’ behaviors in digital media, including social networks.
Reader Comments.
I’ve certainly taken advice and made purchases from web 2.0 properties. To be fair, most of the advice was from people that I have known online for some time and whom I know have tried the product previously, although I have made some spontanious purchases when I have followed a link on a social media site and I believe most of the people I know have.
Being a bit “old school” the only information I’d pay attention to from a “Social Network” would be employees describing corporate culture.
I do read “expert” reviews of products-but generally accept that the “expert” is “self proclaimed” so ……….
Candidly, although “social networks” are today’s daisy chain email, their roots were in connecting people together and allowing for “public correspondence”, so why would a brand expect (unless its placed comments) to move the “purchase funnel needle” in their direction.
Perhaps if Brands remembered, “its the product stupid”, not “oh, if only I could get my creatives to create a clever tag line” we’d have higher quality products than our International partners.
Social Media is all about connecting numerous people together that enables them communicate with different users on network. Authenticity of users on social network is really a thing to concern “truly”.
I agreed what Christopher Laurance had said completely.
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