Marketers who have been fretting about the expense and difficulty of managing social media campaigns may have a new reason to expand their efforts in this channel. The latest research shows that social media has some staying power. And the statistics might just be significant enough to convince more enterprises to participate in this form of marketing.
BzzAgent has been studying the impact of social media campaigns for nearly 2 years now. Using data from some of the campaigns they’ve run for clients, BzzAgent analysts set out to determine whether consumers hold a positive opinion of a product long after a social media effort ends. The average social media campaign lasted 8 weeks and was typically successful in increasing consumer intent to purchase and likelihood to recommend to others. But what happened 3 months out or a year after a campaign ended?
Here’s a time series of the positive consumer opinion of a product which was the target of a campaign:
- Pre-campaign: 40%
- Post campaign: 80%
- 3 months out: 78%
- 6 months out: 77%
- 9 months out: 77%
- 1 year out: 75%
Similarly, researchers found that 91% of these consumers were still likely to recommend the product 1 year after the campaign. And 88% were still buying the product themselves.
Dave Balter, CEO and Founder of BzzAgent says "Not only was there a significant short-term impact, but a year later the advocates were just as enthusiastic about the brands as they were when they first participated in the campaigns." According the BzzAgent, marketers should take away the following lessons about social media:
Advocacy marketing is highly effective, marketing benefits are long lasting and programs can be scaled efficiently to increase business impact.[Source: Advocacy Over the Long Term. Bzzagent.com. 29 Nov. 2011. Web. 10 Jan. 2011]