Social media survey creates debate - Westfair Communications

In a white paper that “caused quite an uproar” in social media circles, in one spokeswoman”™s words, Pitney Bowes Inc. published survey results suggesting less than one in five consumers believe social media marketing campaigns will spur repeat purchases of a product.

Stamford-based Pitney Bowes takes it a step further, saying brands seduced by the hype around social media risk alienating their customers. By investing time and money in social media interaction, Pitney Bowes says marketers may in fact be out of step with customers who prefer more traditional communication channels.

It made for a major statement from a giant that bills itself as an expert in traditional corporate communications ”“ and which has been working to build its own credentials in digital communication platforms.

Last week, Pitney Bowes spokesman Matt Broder put out a blog to clarify the company”™s position.

“Some folks have been quick to jump on the headline and say that Pitney Bowes doesn”™t believe in social media, or doesn”™t get social media,” Broder stated in a blog posted the same day as the white paper. “Nothing could be farther from the truth ”¦ We listen to social media, and we learned that some people were misinterpreting our perspective. But even passionate social media advocates like Pitney Bowes recognize that there is a full gamut of customer communications channels. Social media, for sure, but also in-person communications, advertising, events, promotions and of course mail. And that”™s what customers experience ”“ the full gamut.”

Last May, Pitney Bowes quizzed more than 2,000 consumers in the U.S. and another 4,000 in Europe about which activities inspire repeat purchases and brand loyalty. When asked about social media, just 18 percent said such activity inspires repeat purchases or brand loyalty for small businesses and only a quarter said the method is effective for larger brands.

The survey did not address the effectiveness of roping in first-time customers, focusing instead on repeat transactions with an existing customer base.

Pitney Bowes says the findings reveal that customers are more likely to stay loyal and buy again from companies that offer them concrete customer service initiatives and communication management rather than social media interaction, such as:

Providing an easy and effective way to contact a company (53 percent);
Giving customers a say in development of products and services (46 percent); and
Allowing customers to select preferred channels and frequency of communications (46 percent).

The survey “definitely started conversations,” said Carol Wallace, a Pitney Bowes spokeswoman.

“I think when people get in a conversation where they are defending one channel, they sometimes do not take into consideration the full array of channels that are out there,” she said. “We are ”¦ trying to remind them that their traditional marketing channels have new software tools that are completely revolutionary ”¦ There are so many other ways we can be leveraging existing channels.”