《TINT：2024年社群營銷現狀報告（英文版）（19頁）.pdf》由會員分享，可在線閱讀，更多相關《TINT：2024年社群營銷現狀報告（英文版）（19頁）.pdf（19頁珍藏版）》請在三個皮匠報告上搜索。

1、STATE OFCOMMUNITYPOWEREDMARKETINGTable of Contents03Introduction04Executive Summary05What is a Brand Community Anyway?07Theme 1-Social Networks on theDecline,Communities Rising09Theme 2-Influencers Out.Co-Creation In.11Theme 3-Good News,Bad News forBrand Loyalty13Theme 4-You Gotta Fight For YourRigh

2、t to Data15Theme 5-Community is Table Stakes17About TINT18Thank You&MethodologyState of Community Powered Marketing-TINTWelcome to our latest annual research study,where communities take center stage inshaping the future of marketing.In previous years,weve focused on User-GeneratedContent(UGC)and so

3、cial media.This year we expanded the scope of our study toinclude community.Why?UGC is the authentic voice of your consumer community.Brands that can do more than just participate in that conversation and contribute to thestories that are unfolding stand to benefit greatly.We wanted to explore the f

4、ull breadthof consumer engagement and how to build relationships on a deeper level through thepower of community.And thus The State of Community Powered Marketing was born.Join us as we explore the role of community-building in brand advocacy and thenuanced dynamics of engagement.Learn how to foster

5、 meaningful interactions thatseamlessly translate into conversions and the factors that contribute to long-lastingbrand loyalty.This year,our study includes critical data on consumer thoughts and behaviors and howleading marketers adjust to and shape the next phase of marketing strategy.Well also di

6、g into how the demise of third-party data has led to the need for owneddata(zero party data),resulting in direct relationships between brand and consumer.And,of course,any study today wouldnt be complete without a mention of AI and howtrue community drives actionable insights,collecting and interpre

7、ting data to makeinformed decisions and deliver personalized consumer experiences.As we unveil the findings of this report,we anticipate it will serve as a valuable resourcefor professionals like you,offering strategic perspectives and practical applications toelevate your marketing and cultivate po

8、werful,lasting consumer relationships.IntroductionSusan FrechChief Revenue OfficerTINT3Executive SummaryThis years study stands out amidst the challenges posed by evolving socialdynamics,budget constraints,and the increasing emphasis on return-on-investment(ROI).In response to the ever-changing land

9、scape shaped bytechnology,market trends,and consumer behaviors,our report explores five keythemes that guide marketers in maintaining and expanding revenue into 2024.97%of consumers prioritize brands that listen,and 91%more likely to leave areview because they belong to a community.Authenticity prev

10、ails over influencers.Co-creation fosters sustained brand advocacy.Genuine connections drive brand loyalty.39%favor brands communities for personalized experiences,78%forchoiceful shopping.Daily time on traditional social media decreases.Interest-based communities offer intimate spaces.Brands urged

11、to prioritize community-centric interactions.69%of consumers align brand choices with identity,and 82%explore newproducts through communities.Traditional loyalty faces challenges;online communities enhance loyalty.Emotional connections are crucial for loyalty.93%of consumers share data for unique ex

12、periences,and 59%of marketersstruggle with zero party data.Privacy concerns drive need for Zero Party Data.Transparent data collection is crucial.77%desire brand communities,and 69%of marketers prioritize community-building.Consumers seek direct brand interaction.Brands with dedicated communities ar

13、e viewed positively and drive ROI.4The advent of online communities has forever changed how we create connections anda sense of belonging.For marketers,the community surrounding your brand is how youcreate lasting success.And success is getting harder to come by.When it comes to your brand and your

14、customers,what really constitutes yourcommunity?Is your following on a third-party social media platform your community?Is a website,app,or rewards program your community?Does the occasional post about your brandby someone make them a part of your community?“Community”was named the big idea in 2020s

15、 marketing by McKinsey.And no wonder:people are seeking community and are actively searching for it.In fact,web searches for“community”have increased by 24%in 2 years*,and 40%of consumers indicate theirinvolvement in online communities will increase in 2024.But consumers may struggle tofind the auth

16、entic connections theyre seeking.Seventy-eight percent(78%)ofconsumers say the term“community”is being overused by brands that dont deliver atrue community experience.Consumers are growing weary of it being used as abuzzword,and brands that get community right will be at a considerable advantage int

17、he future.“It is important for us to own direct consumer relationships becauseincreasingly,we dont own our brands.Brands are living breathingorganisms for consumption and consumers will adapt them as they want or need to.”Tiffany Pegues,Head of Social,Search&CRMChurch&Dwight Co.,Inc.What is a Brand

18、Community Anyway?63%of marketers areexperimenting with newacquisition strategies49%of marketers are challengedwith dimishing returns85%of marketers believe havinga branded onlinecommunity positivelyimpacts core operations5*Google TrendsBrands of the future will be defined by the community of consume

19、rs they cultivate.Truebrand communities that are direct,emotional,and engaging.Our researchThis year our research goes beyond the impact of UGC and social content(importanttenets of community for sure)to tell the complete story of consumer engagement,whatconsumers want from a brands community,and ho

20、w leading marketers are guiding theirbrands into the future.And it establishes why community should be at the center of your marketing efforts.Community enables brands to drive brand growth through their fans and consumers,activating the relationships they invest in to boost advocacy,increase conver

21、sion,fuelinnovation and more.We call this Community Powered Marketing.From loyalty and rewards programs to peer influencer marketing,and shopper marketingto content creation,Community Powered Marketing enables marketers to not onlycreate more authentic and accelerated impact but to form lasting emot

22、ional loyalty byconnecting consumers more closely to a brand and their fellow members.Your audienceis waiting.The following themes highlight what to expect and how you can make the most out ofthis year and beyond.State of Community Powered Marketing-TINT“Building these relationships with consumers t

23、oday and nurturing thoserelationships and really being there for them,thats what consumers want.Thats what can really differentiate you in a sea of brands.Really showing thatyou genuinely care about your customers and that you listen to yourcustomers,because at the end of the day all of us as consum

24、ers,we want tofeel like our voice matters and that brands care about us and what we thinkand the feedback we have about their products.”Gina Bonafede,Director of MarketingDAS Listen to the podcast61Theme 1-Social Networks on the Decline,Communities RisingState of Community Powered Marketing-TINTThe

25、time when people shared their entire life story on public social networks is over.GWI reports that average daily time spent on social media has declined globally since2022 and Gartner predicts that by 2025,a perceived decay in the quality of social mediasites will push 50%of consumers to significant

26、ly limit their use of major platforms.Twitter,(does anyone really call it X?),once a giant of social media,now faces a majordecline in users in the midst of an identity crisis.While on Instagram,the pressure topresent a curated and perfect life can lead to feelings of inadequacy,and an overabundance

27、 of ads has many users choosing to limit their amount of posting andinteraction.Consumers today have seemingly unlimited choices and spend their time across variousplatforms,but a growing aversion to purely promotional channels and increasing fatiguefrom constant advertising has resulted in many opt

28、ing to reduce or refrain frominteracting in public.As the landscape evolves,users seek authenticity and meaningful connections over thenoise of mass promotion and picture-perfect influencers.The rise of private,interest-based communities exemplifies this trend,offering a more intimate and personaliz

29、edenvironment for consumers to engage directly with a like-minded tribe.This year,67%of consumers report that they feel more connected to a brand throughcommunity than social and 77%of consumers report that they are likely to use an onlinecommunity to purchase products directly.39%feel a brands comm

30、unityprovides more personalized,tailored,relevant experiencethan social media accounts78%of consumers say thatinteracting with a brandsonline community makesthat brand more“top ofmind”when shopping60%of marketers are concernedabout losing access to theirbrands fans on social mediadue to an algorithm

31、 change7“A Facebook group or an Instagram profile feels very linear,very static.When you build a community on a platform like TINT,its so much more than that.They come to the Community to be heard.Building a community has allowed for us to engage with consumers on so many different levels.”Christine

32、 Higley,Senior Brand ManagerVeggies Made GreatRead the case studyState of Community Powered Marketing-TINTUsing an online community for direct product purchases can positively impactconversions by fostering trust,encouraging word-of-mouth recommendations,providing social proof,offering exclusive pro

33、motions,and building brand loyalty througha connected and engaged user base.Why should brands care?Theres a growing shift towardscommunity-centric interactions overbroader social platforms.Engagementhappens,relationships are built,brandperceptions are shaped,and purchasedecisions are made within the

34、 confinesof owned communities.Unlike the one-size-fits-all approach oftraditional social networks,a brandcommunity provides a more tailoredand relevant experience for individuals,fostering a sense of belonging andloyalty that transcends thetransactional nature of commercialexchanges.Actionable Insig

35、htsNo method of engaging with yourconsumers is wrong,but the days of socialmedia as your primary means of interactionare numbered.Its time to create a spacefor your audience to interact,share,learn,and feel valued.Ensure that your strategy is centered onidentifying,integrating,and maximizingcommunit

36、y engagement channels toultimately increase customer interactionsand drive new sales.10 community building ideas18Theme 2-Influencers Out.Co-Creation In.State of Community Powered Marketing-TINTA notable shift is underway.Influencers,once hailed as the gold standard of brandpromotion,are losing thei

37、r luster.For consumers,authenticity is key,and co-creation isthe rising star.Weve reported on the importance of trust for years.93%of marketers agree thatconsumers trust content created by other consumers more than brand-generatedcontent.But AI can complicate trust.Gartner reports that by 2026,60%of

38、 CMOs willadopt measures such as content authenticity validation technology,enhancedmonitoring,and brand-endorsed UGC to protect their brands from widespreaddeception unleashed by Generative AI.Consumers want to be heard,to have their opinions matter,and their choices resonatewith their identity.Thi

39、s year,97%of consumers reported that they are motivated bybrands that listen to their opinions.This marks a departure from the influencer era,emphasizing the power of genuine connections and a desired sense of belonging.Edelmans Trust Barometer indicates that 71%of consumers prioritize trusting theb

40、rands they engage with,and 81%perceive brands collaborating with customers asmore authentic.97%of consumers are motivatedto be loyal and purchasemore frequently when abrand listens to their opinionsand feedback91%of consumers aremore likely to leave areview because theybelong to acommunity21.7%Over

41、202271%of consumers say it is moreimportant to trust the brandsthey buy from or use todaythan in the past*2023 Edelmen Trust Barometer 29The massive marketing power of User-Generated Content(UGC)is no secret,andconsumers trust authentic,unpaid reviews from real customers more than any othertype of c

42、ontent.But if a brands only interaction with the creator of UGC istransactional,the timing cant be predicted or controlled,and ultimately,if created onan ad hoc basis,does not build a relationship or lasting brand advocacy with theconsumer.Continued engagement through community is required.Brands ne

43、ed an ongoing fuel source for reviews that outlasts the initial hype of a newproduct launch.Recency matters,and a great five star review dated 2018 is not going tocut it.Additionally,marketers face challenges in securing authentic advocacy,with 65%struggling to gather UGC and 63%having trouble maint

44、aining a pipeline of freshreviews.We are incredibly excited to see the immediate impact our community ishaving on our brand.The Hero Skin Squad is actively sharing their positiveexperiences with our products,participating in product development,andhelping us spread the word about our new launches.Th

45、e activities and insights coming out of our community are creating great value for Hero.Amy Calhoun Robb,VP of MarketingHero CosmeticsRead the case studyState of Community Powered Marketing-TINTWhy should brands care?Consumers want to be advocates,with81%of community members identifyingas advocates,

46、and 68%likely to createcontent and videos about brands withintheir communities.Actionable InsightsBrands must embrace co-creation,fostering a two-way dialogue.The solutionis to mobilize communities to create aconsistent flow of brand advocacy andproduct innovation over time.Providing aspace to liste

47、n,interact,and mobilize theirconsumers to create quality reviews andauthentic UGC while moving past thelimitations of influencer marketing.How to build brand advocacy210Theme 3-Good News,Bad News forBrand LoyaltyState of Community Powered Marketing-TINTBad news for brand loyaltyMcKinsey recently rep

48、orted that 79%of consumers are trading down to save moneywhen they shop,with 38%shopping at lower-priced retailers,and 25%switching tolower-priced brands or private-label goods.Meanwhile,eMarsys reports a 14%decline incustomer loyalty in the past year.And its not like brands havent tried:loyalty pro

49、grams are everywhere.The problem isdeveloping loyalty programs that are easy to understand,easy to access,and incentivizebehaviors that advance the relationship between customer and brand.Traditional loyaltyprograms rely heavily on purchase-based incentives,like discounts,gifts,or cash back,which ca

50、n turn your customers into transaction drones who will quickly abandon youwhen the tap turns off.True loyalty can no longer be bought via points and discounts.Brands need to prioritize fostering emotional connections as much as they do otheranalytical marketing activities.Good news for brand loyalty

51、Community offers a solution to building long-lasting loyalty.In fact,40%of consumersare more likely to stay loyal to their favorite brands when they are engaged in an onlinebrand community while 70%of marketers agree that community-building is important tocustomer retention.3of consumers say thebran

52、ds they buy reflectwho they are and areimportant to how theywant to be perceived69%of marketers agreecommunity-building isimportant to creatingemotional loyalty68%82%more likely to purchase newproducts varieties because ofengaging with it through onlinebrand community 11State of Community Powered Ma

53、rketing-TINT3Weve seen a huge increase in brand loyalty through this program.One loyalty survey showed that the majority of advocates were also members ofour subscription service,and we saw an increase in members who consider our brand to be the preferred choice over competitors.Our advocates haveul

54、timately become more brand loyal due to our connection with them through this platform.Amanda Allbee,Sr.Marketing AssociateGrubhubRead the case studyWhy should brands care?Emotionally-connected consumers buymore products and services,with 74%more likely to purchase morefrequently(an 8%increase year

55、overyear).They also visit stores more often,exhibit less price sensitivity,pay moreattention to content,follow advice,andrecommend a brand to others.Actionable InsightsWinning at loyalty involves emotionalengagement,community connection,trust-building,and the ability to engagemeaningfully.By setting

56、 emotional connections as a goalfor your brand investment in pre-andpost-purchase interactions,you will reapthe benefits of a committed base ofengaged consumers.8 ideas to upgrade your loyaltyprogram strategy12State of Community Powered Marketing-TINTTheme 4-You Gotta Fight For Your Rightto DataCons

57、umers expect personalization from brands.Personalization requires data.Despitethis,a palpable tension exists in the balance between privacy and personalization.Effective marketing cant exist without data,yet data has become harder to get andmore protected.Jurisdictions around the world are rolling o

58、ut more regulations andprivacy controls to protect consumers.Following consumer outcry,companies like Apple and Google are changing theirtracking and analytics systems.The disappearance of cookies will leave many brandsblind to data-backed insights and will result in gambling with marketing dollars

59、andrisking customer loss.Its no secret that the better the data,the more that marketing programs and spend canbe optimized.But many struggle with capturing the right data.54%of marketers reportthat its a struggle to keep consumer data up-to-date for effective personalization.Enter Zero Party Data:in

60、formation a consumer shares directly and intentionally with abrand which typically includes personal preferences,emotional leanings,and lifestylebehaviors.493%of consumers will share theirdata in exchange for uniqueexperiences and offers59%of marketers struggle toget consumers to providezero party d

61、atayet.13So why did we choose TINT?For us,it was ease.It was access to ourconsumer.It was ownership of the data.And it was the ability to do what weneeded,which was to drive loyalty beyond purchase.Because we typicallyhave limited resources budget-wise.And so thats where this platform fit every need

62、 that we were trying to piece together previously.Rachel Moore,Chief Marketing OfficerClio SnacksRead the case studyActionable InsightsPeople will share if you are clear with yourwhy and how it will benefit them.Brandsmust cultivate a living,breathing,consumer-facing world.Zero party datacan be coll

63、ected through activities likeprofile questions,contests,surveys,polls,quizzes,or discussions.This differs fromtraditional market research or customerfeedback because the right technologyplatform can append the data to anindividuals customer profile while enablingpersonalization.Marketers guide to Ze

64、ro Party DataState of Community Powered Marketing-TINT4Why should brands care?Its time to double down onpersonalization to be prepared for aworld without a firehose of third-partydata.McKinsey reports thatpersonalization can reduce acquisitioncosts by as much as 50%,lift revenuesby 515%,and increase

65、 marketingspend efficiency by 1030%.When it comes to the future ofmarketing,successful consumerinteraction will be more direct,emotional,and engaging.Zero partydata helps brand marketers achievethis.People are willing to share their data,but you have toearn it.Consumers need to trust your brand and

66、yourmotives.In this years report,93%of consumersindicated that they are more comfortable sharing theirdata if they know what its being used for.This is greatnews,but only if you intend to use it to improve the userexperience since 67%of consumers are disappointedwhen they share their data and the br

67、and doesnt doanything with it.74%of consumers agree thatbrands fall short ofproviding personalizedexperiences14State of Community Powered Marketing-TINTTheme 5-Community is Table StakesConsumers are tired of being nameless,faceless numbers in a companys database.Theycrave a connection with your bran

68、d.67%of consumers wish they could interact directlywith brands,and 91%of consumers buy more frequently when the brand knows whothey are.Thats a problem because many marketers admit they dont know who theircustomers are.According to research by HubSpot,less than half of marketers knowtheir audiences

69、interests and hobbies,shopping habits,the products they are interestedin buying,their purchase history,and where they consume content.5of marketers struggle toget consumers to providezero party data16%20%28%own a dedicated onlinebrand community distinctfrom social mediaare building a dedicated commu

70、nity nowwish they had adedicated communityMarketersForward-thinking brands are findingways to become more embedded inconsumers daily lives,a conceptMcKinsey calls share of life:anecosystem that provides products,services,and experiences toconsumers.In other words,community.Consumers view brands with

71、 adedicated community positively and arewilling to get involved.This is especially true for brandstargeting younger consumers.It isabout making everyday consumers feelvalued and aware they are helpingshape your brand and showing themcreative brain power isnt justappreciated by influencers.This kind

72、ofpersonal investment with your brandpays dividends in purchase frequencyand long-term loyalty.15State of Community Powered Marketing-TINT5We have had our Taste Buds community for over two years.We turn to them for anything and everything that you can think of.And weve found it so valuable.We consta

73、ntly get messages from our Taste Buds about howmuch they love Sir Kensingtons.About how much they love being a part of the community.And so it really has been an important part of our growthstrategy in activating and building this group of super fans.Amanda Triglia,Marketing ManagerSir KensingtonsRe

74、ad the case studyWhy should brands care?40%of consumers say theirinvolvement in online communities willincrease in 2024 and yet only 28%ofmarketers currently have a dedicatedonline brand community distinct fromsocial media.This represents a major opportunity forbrands to stand out and capture direct

75、relationships with their audience.Actionable InsightsEnhancing customer relationships meansengaging with customers betweenpurchases.To truly drive loyalty,youllneed to think about more than just thetransaction.By inviting your bestconsumers to join your community,youcan attract your next customers a

76、nd createdirect,emotional,and engagingrelationships that deliver powerfuladvocacy,insights,sales growth,andlasting loyalty.How to create a Community PoweredMarketing strategy77%of consumers wish theirfavorite brands had acommunity69%of marketers are planningto prioritize community-building over the

77、next 2years16About TINTState of Community Powered Marketing-TINTThe Community Powered Marketing PlatformFind new customers.Hug the ones you have.Leverage theirvoices everywhere.Harness AI to identify,engage,and mobilize your consumercommunity to increase advocacy&engagement,create authenticUGC and r

78、eviews,boost sales&conversions,and foster lastingloyalty.Trusted by over 5,000 brands in more than 173 countries for ourunique mix of software,services,and expertise to cultivatecommunities and scale impact to create awareness,engagement,and loyal customers.We look forward to partnering with you.17S

79、tate of Community Powered Marketing-TINTThank You&MethodologyA heartfelt thank you to all respondents and collaborators for your time and invaluableinput.This research would not be possible without your attention to detail andthoughtful contributions.The data for this report was gathered using onlin

80、e surveys,collecting data from 2,386consumers and 220 global marketers.Additional data were included from TINT,ourconsumer network of over 1.4 Million users,and partner resources.Links areincorporated throughout the report.Individual survey data and participants are held in strict confidence.Thank you for your continued support!