So Razorfish have just released their FEED ‘09 Report, and all I will say is: you should be reading it. If you’re at all interested in how consumers are engaging with brands in the new digital world, then this is for you.
The report has some great outtakes, but one I would like to highlight is this:
But, according to our study, consumers don’t want a conversation with brands—they want deals. Of those who follow a brand on Twitter, 44% say access to exclusive deals is the main reason. The same holds true for those who “friended” a brand on Facebook or MySpace, where 37% cite access to exclusive deals or offers as their main reason.
I think this is something that a lot of so-called “social media gurus” should pay attention to. It’s fine to say “It’s all about engagement. It’s all about conversations. It’s not about selling“, because often, it isn’t. But don’t repeat that mantra on blind rotation. Because sometimes, just sometimes, people are after deals. And that’s nothing to be ashamed of.
I’ve said this before in an unrelated discussion, but while we (people interested in social media) often harp on about how “this promotion” or “that promotion” misses “the point of social media”, I’ll say it again: generally speaking, we are not the average audience, people. We need to step back and see things from the eyes of the average consumer. Because, ultimately, that’s who the brand is going to be targeting.
Other points to take home from the FEED 09 Report? It’s all about the experience. But we always knew that, didn’t we? The technologies may come and go, but keep it about the experience, let consumers associate you with a positive mindframe… and everything just falls into place from there.
Anyway, go read it.