Home Customer Advocacy Study Shows That Early Adopters Of Social Media Have Captured Real Economic Value
Study Shows That Early Adopters Of Social Media Have Captured Real Economic Value
November 20, 2011 4 Comments

Study Shows That Early Adopters Of Social Media Have Captured Real Economic Value

Business consulting firm, Bain & Company, released a report in September and concluded that early adopters of social media (Dell, Wal-Mart, Starbucks, JetBlue and American Express) have captured real economic value from their budget investments.

The survey of more than 3,000 customers helped identify what makes social media effective. Bain found that that customers who engage with companies via social media channels spend 20% to 40% more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®), a common measure of customer loyalty.

The report also give some concrete advice for companies that are unsure about their investments and the value that social media can bring:

  • Generate awareness at a fraction of the cost of traditional advertising media
  • Prompt trials with daily and increasingly real-time, location-based promotions
  • Improve the product/user experience by embedding social capabilities i.e. social gaming/shopping
  • Wow customers with real-time service response, recovery and technical support
  • Capture torrents of consumer insights, and facilitate consumer-led innovation
  • Build community and affinity through engagement, earning greater loyalty, spending and referrals

More evidence that organizations should consider investing in external community building; and more importantly customer advocate programs.

Image: Bigstock: Money Business

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Filed Under: Customer Advocacy, Social Business, Social Customer Tagged: , ,
About Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own.

Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

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    Fantastic article, I’m looking forward to reading more statistical evidence supporting the investment in to social media.

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    It is great and informative study and i am agree with your that early adoption of social media can help you a lot in future, but unfortunately i recently started my full presence on social media network and working hard to increase my influence on social media.