A new Ipsos survey confirms the power of recommendation – and social networks are in the thick of things.
It turns out that nearly one-fifth of U.S. consumers say they’ve bought a brand because friends liked it/followed it on a social media site.
And while those under 35 are even more likely to buy something that’s been socially recommended, that tendency is even higher for business owners and senior executives.
We’ve been tracking recommendations via the Net Promoter system for the last eight years in our Techsurveys, and this year, we have the ability to break this data down by format, as well as other demographics.
Our surveys show that women and younger listeners are more likely to highly recommend radio stations. And the formats that can boast the highest recommendation scores are Christian, Country, and Classic Rock/Hits – all well above the average score of 42.
And public radio stations look even stronger when it comes to recommendation. The recently released four-year trend from our Public Radio Tech Survey IV indicates that the propensity to recommend these stations is much higher – and it’s incredibly consistent since 2009.
(Did I mention that among our radio listening audience that Pandora’s Net Promoter scores actually run negative?)
So, if many of your listeners are likely to strongly recommend you, and now we know that recommendation via social media is becoming more prevalent, what does this say about the value of building strong relationships on Facebook, Twitter, Pinterest, and networks your audience frequents?
We keep hearing well-meaning but wrong-headed questions about the “ROI of social media” as if it can be quantified by revenue generated or the numbers of friends, followers, and “likes” amassed.
But the real value of connecting socially with listeners lies within your ability to authentically dialogue with them, allowing you to tap into their natural tendency (for some of them) to recommend you – if they believe you’re for real, providing benefit, and not spamming them with promotional messages.
As Amazon’s Jeff Bezos has been quoted, “Your brand is what people say about you when you’re not in the room.”
Recommendation + social = an incredible opportunity for radio brands, if we can tap into these key listener groups, connect with them on social networks, and continue to provide them with great content and a strong CX.
How are you measuring and tracking audience recommendation? (Hint: It has nothing to do with TSL.)
How are you identifying the consumers in your audience who are most likely to share content with their friends and communities? (Hint: Some of them are like mini-radio stations, broadcasting to their networks.)
Put that on your To-Do List.