EMarketer.com reports that in a July 2010 study of US marketers by the Direct Marketing Association and COLLOQUY found that brand awareness was the most popular objective of social media efforts, followed by customer growth and loyalty. Even as this is their objective, the outcome has been far different. According to to the report, smaller companies may spend more on customer acquisition through social media; however, larger corporations are winning with social media by focusing on customer loyalty. Find out more about the study (and some nifty graphs) over at the EMarketer article.
How can you win with social media? Find out how 1-800-Flowers works customer engagement into their social CRM. Join Lewis Goldman, Former Chief Marketing Officer of 1-800-Flowers as he presents, "1-800-Flowers Shows Customer Engagement through Social CRM: You Can't Fake It" on Monday, October 25th at 9:40am during NACCM 2010.
About the session: What does it mean to have an engaged customer? It's more than just having Facebook fans or an online presence. It's investing in the customer experience and becoming an authentic part of the interactions. You will learn how loyalty programs can increase customer engagement and transaction frequency, turning around bad customer experiences and creating advocates, social networking and participatory commerce including Facebook, Twitter, blogging and surveys.