Based on a survey of over 1,000 consumers and 120 senior marketers, what social customers expect from brands online and what they offer. The gaps will surprise you .... but here's what you can do about it to get competitive advantage in 2012.

1. How to Get Social Business
Advantage in 2012

2. 1
Lithium sponsored CMO Council study
Lithium, a leading provider of social customer solutions, partnered with the CMO
Council to survey over 1,000 consumers and 120 senior marketers to discover how
each approach social media.
We found significant gaps between what consumers expect from brands online, and
what brands deliver. Social business advantage in 2012 will go to those marketers
who close the gap sooner rather than later.
Download the full whitepaper
Download the infograph
Read on for finding highlights…
#lithcast

3. consumers are social…
63% 60%
55%
“I search for
others with
46%
“I want
similar problems “I want interaction incentives, promo
online when I with peers “I want product s and rewards”
need help” on Facebook” knowledge”
@katykeim @LithiumTech #lithcast

4. …brands aren’t there yet.
63% 60%
55%
46%
25% 29%
9% 22%
Consumers Consumers Consumers Consumers want
search for others want interaction want product incentives, promo
online with with peers on knowledge” s and rewards
similar problems Facebook
when they need
help consumers
brands
@katykeim @LithiumTech #lithcast

5. social advantage in 2012 will go to the
brands who close the gaps
consumers
brands
@katykeim @LithiumTech #lithcast

6. bottom line:
consumers want more from brands online…
better deeper
experiences engagement
(with each other and the brand)
purposeful greater
interaction reward
@katykeim @LithiumTech #lithcast

7. …and they use social media to do good
things for the brands they love
“Because of social media, I’m more likely to try
80% new things based on a friend’s advice”
“Because of social media, I encourage
74% my friends to try new products”
“I use social media to stay
72% engaged with brands I love”
“I like brands on Facebook to
38% show I’m a fan”
32% “I use social media to say
nice things about my brand experiences.”
@katykeim @LithiumTech #lithcast

8. 4 ways to close the gap
1 2 3 4
peer-to-peer social
ideation gamification
engagement support
Your customers Consumers Consumers want Your customers
want to talk to expect help to contribute— want recognition
each other— online fast— ask them for their and reward—give
make it easy for give it to them. ideas. them ways to
them. level up.
@katykeim @LithiumTech #lithcast

9. close the gap with
1 peer-to-peer engagement
The Problem The Solution The Advantage
Brands don’t yet realize Enable peer-to-peer Word of Mouth
how much consumers engagement Marketing—consumers
want to connect over the readily use social media
brands and products to spread the good news
they love. about your products.
of consumers try new things
80% based on a friend’s advice
60%of consumerseach other
connect with
want to
in social media
9% of brands think so.
74% Encourage friends to
try new products
@katykeim @LithiumTech #lithcast

10. 1 case in point: Sephora
We built our Beauty Talk
community on our website
and, as we opened our doors, it was
flooded with clients dying to talk about
beauty with each other. It was exactly
what we wanted. What we found was
that clients were not only trying to talk
with us, they were trying to talk with each
other. And they were actually engaging
in ways we had no idea they would.
-Bridget Dolan, VP of Interactive Media at Sephora
@katykeim @LithiumTech #lithcast

11. close the gap with
2 social support
The Problem The Solution The Advantage
Brands underestimate Get serious about It costs between $6 and
consumers’ appetite Social Support $75 to resolve customer
for solving their own issues over the phone. It
problems. costs as little as $.05 to
help customers find
answers online.
63%
Consumers who look for help
online from others like them. 47%
“I expect service with in 24 hours”
24%
Consumers who want to 33%
help online
“Great service online keeps me
loyal to a brand”
@katykeim @LithiumTech #lithcast

12. 2 case in point: AT&T
@katykeim @LithiumTech #lithcast

13. 2 case in point: Hewlett Packard
@katykeim @LithiumTech #lithcast

14. close the gap with
3 ideation
The Problem The Solution The Advantage
Brands aren’t tapping their Ideate with social A real-time, always on
social customers for customers focus group that will drive
product ideas. better, faster innovation
for the brand.
of social
customers
expect to
41% share product
ideas on
Facebook.
of brands
ask
consumers
9% to help them
innovate on
Facebook.
@katykeim @LithiumTech #lithcast

15. case in point:
3 National Instrumetns
2,400
ideas submitted
47,800 votes
on product ideas
9.470 customer
comments on ideas
99,100 visitors
to the Idea
Exchange
45,500 unique
LabVIEW 2011 beta includes
13 new Idea Exchange
features
@katykeim @LithiumTech #lithcast

16. close the gap with
4 gamification
The Problem The Solution The Advantage
Consumers know social Gamify the social
media is a two-way street. experience.
They expect more rewards
than they’re getting.
Increased
of consumers advocacy
expect
incentives and
46% rewards when
connecting Higher customer
with brands
online satisfaction
of brands
offer social
customer
7% incentives
and rewards
@katykeim @LithiumTech #lithcast

17. 3 case in point: giffgaff
@katykeim @LithiumTech #lithcast

18. We do this well…call them Superfans
superfans consist of
of community
<1% populations
there are
>50,000
superfans
in lithium communities
on average
superfans generate
55.95%
of all community content
@katykeim @LithiumTech #lithcast

19. we build brand nations
vibrant online communities full of passionate social customers
@katykeim @LithiumTech #lithcast

20. A personalized
invitation…
… to a conversation with Lithium
Request a Lithium Social Media Monitoring
(LSMM) report on your brand—we’ll tell you
• who’s talking
• what’s being said
• where the buzz is
• how loud it is
• emerging trends
• how you stack up against the competition
lithium.com/brand-report
@KatyKeim @LithiumTech #lithcast
#Lithcast