Facebook Conversations (DOC download)

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					Facebook and Consumer Learning Process
 A great deal of successful marketing today depends on closely understanding
consumer behavior. As a marketer, you may always be curious to understand what
excites or motivates your customers into buying either your products or those of your
competitor. Depending on the buying and consumption cycle of your product, there
can be several factors that will determine the sales conversion ratio for your product.
 Toward Right Learning
 A successful sale happens when your customer understands his need and is
convinced that your product can satisfy that need in a reliable way. Both these steps
happen through a process, which is known as learning. Hence as a marketer, your job
begins by ensuring that the customer perceives his need and, more importantly, finds
the solution in your product
 Right Learning and Right Conversations
 At this very moment, you may be reading this article on your laptop or desktop.
Remember the day when you had decided to buy your first computer. You must have
considered many factors before finalizing which computer to purchase. One of the
important decision points for a buyer is his circle of reference. It is natural for you, as
a buyer, to discuss with your informed friends about the best brand. Positive
references from friends and acquaintances help one make a decision.
 How has Facebook changed all of this?
 Research has shown that buyers do a great deal of product research on the Internet
and most of the time choose to purchase the product either online or offline. The
power of the Internet as a research and information resource has been realized to a
great extent by customers worldwide.
 The basics of consumer behavior, learning, reference groups, and buying decisions
have remained exactly the same. But what has changed significantly is the speed with
which everything happens. Technology has brought down the barriers in global
communication. Social networking sites, and more importantly the rising popularity
of Facebook, bears a strong testimony to the growing power of the Internet as a mode
of communication and a source of information.
 Before and After Facebook
 Like we discussed, most of the learning before the proliferation of Facebook and
social media happened through advertisements on television. During the days of
conventional media dominance, marketing was driven by the power to broadcast.
Marketing communication was primarily unidirectional through blaring
advertisements and press releases.
 Word of mouth happened on a one-on-one basis, where the conversation would
begin and end around a small group of people.
 Today, a search on your favorite brand on Facebook may reveal many conversations
about the brand, which may depict user’s positive or negative experiences with the
brand. Unlike the clandestine brand gossip of earlier days, the Facebook era ensures
that conversations are documented and made easily available through social
networking sites.
 Brands trying to ignore this new medium find themselves in a state similar to an
ostrich, with its head buried in sand, thinking the world cannot see it. The real image
of the brand in people’s minds shows up aloud these days through conversations on
 Facebook and Online Reputation
 The power of Facebook, as discussed, has extended the scope of Word of Mouth
beyond the good old conversation between friends. Today, each and every Facebook
user is free to publish his views on your brand. The true effect of this happens
whenever these conversations appear in searches and influence people’s opinion about
the brand image.
 This is where online reputation, primarily on a widely accepted medium like
Facebook, matters.
 In a nutshell.. Managing a positive image of your brand requires you to expand your
reach, more than what you would do in case of conventional media. The
conversational nature of social networking sites, such as Facebook, demands a
different approach. Unlike one-time broadcast by the conventional medium, Facebook
stores each and every conversation and makes it available through the search option
for anyone who is curious to know more about your brand.
 That is the reason why it is a critical part of any brand plan to feature positively on
social networking sites, such as Facebook. Engaging consultants who have experience
in managing brands through the new era of social networks is a growing practice that
can help brands manage the new wave.
 Get more information here for the best Facebook training available: