Twitter was good to me...I saw an early tweet invitation to the latest Seattle marketing event and was able to grab one of the few seats left at the new Social Media Breakfast Seattle Club. @SMBSeattle has promised a different kind of event driven to deliver content! They were true to their word with an outstanding inaugural presentation by two formidable marketers, Eric Weaver from Tribal DDB (@Weave) and Rod Brooks, CMO of Pemco Insurance (@NW_Mktg_Guy).
What both presenters highlighted was the customer and the way customers are taking control of the way they want to build a relationship with peers and providers (us). Here comes the new mantra: build a strategic brand engagement plan through building trust with your customers and prospects first. Trust drives transactions (revenue); 91% of customers buy from trusted companies, 77% refuse to buy from a distrusted company. Customers trust peers the most (57%) and trust advertisers / marketers the least (13%). An example of this can be seen through numbers: banner ads have a 0.19% click through rate while announcements on Facebook fan pages get 6.5% click through. These results speak for themselves. Here is not the place to outline the ways trust can be built, that needs to be strategically decided through customer research and analysis.
When two trusted marketing peers share the same thoughts and passion on engagement, I am going to listen and take action. After all, is this not a true demonstration of the new marketing way of thinking?
Figures taken from the 2009 Edelman Trust Barometer.
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