Does a high search rate equal social media brand loyalty?
Three of the beverage brands sponsoring World Cup teams benefited the most in terms of increased online search traffic, according to a report released last week by Experian Hitwise. Certainly, having a higher Google search rate should help brand reach, but high search numbers don’t signify customer loyalty in the same way that becoming a fan on Facebook or following on Twitter would seem to do. So are the fans of the World Cup drink sponsors turning their searches into social media fandom?
Not when you compare the search results against our ongoing tally of the World Cup’s sponsors social media success. The best performing drink sponsor, claims the report, is Peroni, sponsor of the Italian national team that made an ignominious exit out of the World Cup ranks on June 24. Here’s the top five performers according to the Hitwise data:
So how does this compare to each brand’s social media following?
As we reported yesterday, Pepsi made impressive gains (although always second to Coca-Cola) through its ambush marketing tactics. Peroni, interestingly, came last on the list even though it had the highest searches. Two reasons for this could be that the Peroni Facebook page is in Italian – creating an obvious barrier for English-speaking potential fans – while its Twitter page has both a poor following and is not well integrated into the rest of its social media channels.
Which just goes to show that just because people search they still need some reason to follow.
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SMI writes:: Does a high search rate equal social media brand loyalty? http://bit.ly/9PmcGP
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Does a high search rate equal social media brand loyalty? – Three of the beverage brands sponsoring World Cup teams … http://ow.ly/182lHy
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Does a high search rate equal social media brand loyalty? (via my6sense) http://tinyurl.com/2cqkqzk
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Does a high search rate equal #socialmedia #brand loyalty? http://bit.ly/buGcvz
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Does a high search rate equal #socialmedia #brand loyalty? http://ow.ly/28ywr
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Does a high search rate equal social media brand loyalty? http://ow.ly/28yf3
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[...] Social Media Influence leest WK sponsoren de les. De drankmerken Peperoni, Carlsberg en Pepsi die WK-teams sponsoren profiteerden het meest in termen van toegenomen online search traffic, leert een rapport. Intensieve zoekgedrag op Google zou het bereik van merken moeten doen stijgen, maar dat is natuurlijk nog niet hetzelfde als de loyaliteit die merken creëren onder leden op Facebook fanpages, of volgers op Twitter. En op deze sociale netwerken hebben de drankmerken het aanzienlijk minder goed gedaan. De vraag is dus of deze merken er wel voldoende aan hebben gedaan om mensen die klaarblijkelijk geïnteresseerd zijn, ook tot fans / volgers te maken. AKPC_IDS += "886,"; [...]
Does a high search rate equal social media brand loyalty? http://bit.ly/dgxwMn
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