The abuse of social media

Research shows: Customer complaints posted after the business feedback, 34% of consumers deleted the complaint post, 33% of consumers to positive evaluation, and 18% of users become loyal users, and further consumption. There are 61% of consumers who are being fed back by businesses who are flattered. Users who are not being fed back will strengthen their negative feelings toward the business. And 61% of consumers who are being fed back will feel very flattered! Nearly half of the consumers will decide whether to buy the goods of a particular merchant, depending on the evaluation of others.

Feeling in the United States and DQ events, and see "famous consumers" Panchin said:

Therefore this article is aimed at the enterprise in social media, how to face the user's complaint text.

Let's start with a foreign survey.

This set of data is from the U.S. market http://www.aliyun.com/zixun/aggregation/32267.html "> research company out of the original here: http://www.rightnow.com/files/ Retail-consumer-report.pdf

Roughly say the data:

1, after the holiday, will be a peak consumption complaints, users will be in the social media, on their holiday in the consumer issues complained about;

2, 68% of the complaints will be the corresponding business feedback;

3, after the business feedback, 34% of consumers deleted the complaint post, 33% of consumers to positive evaluation, and 18% of the users become loyal users, and further consumption, the above total reached 85%

4, but not by the business feedback of 32% of users, will enhance the negative sense of the business

5, and 61% of consumers who are being fed back will feel very flattered

6, nearly half of the consumers will be based on the evaluation of others, decide whether to buy a merchant's goods;

7, if consumers have a good shopping experience, then 31% of consumers will become repeat customers, 21% will recommend to their friends, 13% of the social media will be published positive evaluation;

8, 85% of consumers expressed their willingness to pay 5-25% fees, to get good service, enjoy a better shopping experience;

9, 31% of consumers before shopping in the social media to understand the Word-of-mouth business

10, 21% of consumers will give up the business when they see the negative information

11, 38% of consumers will log on to the merchant website for more information or seek their online help

12, 22% of consumers will be frustrated by the inconsistency between business information and service providers

This is roughly the 12 sets of data that I read:

1, in the face of increasing proportion of consumers into social media, enterprises should attach great importance to social media for their own products or services information

2, especially in a consumption after the boom, or their own promotional cycle, to understand the negative information

3, to understand the negative information, should not be a passive defense mentality, but more positive attitude, because this is you to win more buyers, or loyal users, spread good reputation of the excellent opportunity, the so-called do not play not to deal, Chinese consumers too lack of love, your little attention, they will you as a family!

4, all of this is based on your true service to the user, in the product or service does not deceive the user, otherwise social media will make you betray the truth, time sooner or later the problem.

5, let the price war side fly for a while, businesses focus on pre-sales, sale, after-sales service shopping experience to make a difference, it will be your profit margin

If you think of the above as a new shopping lifestyle, and the interactive logic of consumer and business, I will expand the Internet opportunities:

1, social media on the public opinion monitoring system (for businesses)

2, business, commodity comments polymerization system (for consumers)

Above is the idealistic thing to go back to China and say a few things:

1, do not be the so-called social media marketing organizations too dominant, in fact, you want data support, rather than marketing agent, because social media has given you a chance to direct contact with consumers, it is best to reduce the intermediate structure again

2, social media marketing is a test for enterprises, from the consciousness, the structure to the real, if you feel bad grasp, then from the user complaints to solve this specific matter start, simple and direct, first to fight for complainants, and then slowly form their own system, slowly spread their own mouth licensing;

3, face up to the Chinese army tradition since the Cultural Revolution, but do not use the navy, seriously wait for good "famous consumer" @ Panchin said your every mother-in-law

My microblog: @cnsns

Another: There is a "content marketing" text did not write, do not know whether there is time and mood to write, see

Source: http://cnsns.blog.techweb.com.cn/archives/296