Listening to and engaging with the marketplace are just a few of the ways brands are taking advantage of the always-on and connected nature of social media.
According to ABN Amro’s Gerard Lindeboom, “The customer owns social… we just have to be present and listen to them when they are there talking about us.”
And the Dutch bank isn’t alone. Top European brands are using social media to listen and engage with fans more frequently than ever. According to Social Bakers, the top socially devoted brand worldwide in Q4 2012 was Vodafone UK, with a 77% response rate to customer questions via Twitter. Royal Dutch Airlines also made the top 10 with a 72% response rate on Twitter.
The key is “knowing what they talk about and knowing how much they talk about you,” says Lindeboom.
So how are brands turning this buzz into real business results?
It’s no secret that conversions are where social metrics have previously hit a road block. Proving the value of social media in the wider business can be a challenge.
FIAT took on the challenge with a complete change in direction – from selling cars, to selling relationships As Claudio Annicchiarico, Head of Digital for UK at FIAT Group, explains, they wanted to better understand their fans and followers, and turn likes into sales through building a strong relationship to their brands. For Annicchiarico, this was about engaging with their online communities and ‘allowing people to convert where they choose’.
See how ABN AMRO and FIAT use Adobe Social to turn social buzz into real business opportunities: