Frandship: The emotional relationship between a consumer and a brand

Frandship
The emotional relationship between a consumer and a brand

TNS Research International

The ultimate goal for many brands is to achieve an emotional connection with a consumer. Online, brands do this through accumulating followers and creating communities, with the hope of building brand loyalty. However, to become friends with a consumer, there are ten rules that brands must follow to ensure their ‘Frandship’ is successful...

First impressions count

Make sure all communications at all touch-points represent your core brand values

31% of consumers browse online daily for products or services to buy or to help them with their purchase decisions, and they use a variety of touchpoints to do this.

Of all those who purchased in the last 12 months,

• 21% consulted retailer websites
• 15% price comparison websites
• 15% checked manufacturer/service provider sites
• 9% consulted a user review and comments on a blog/forum
• 8% checked a user review on a review site or professional online review
• 3% read comments in a social network

Buy us presents

We like to be treated with gifts i.e. vouchers, coupons and freebies

• 19% of consumers have brands as friends, but they want presents in exchange for entering a ‘frandship’.
• 70% of people will enter a ‘frandship’ for personal benefit through offers and promotions, but only 56% do so because we actually like you.
• Don’t forget you need to remind us why we like you – we are in five other ‘frandships’ and over 160 real people to keep in touch with!

Remember the important things

Like our birthdays, where we like to eat, our hobbies, where we shop and what we buy

• 74% of people in ‘frandships’ prefer websites that can be personalised to their own requirements.
• 73% admire imaginative and unique communication platforms.
• By utilising new and engaging social media sites brands can target specific individuals. e.g. Four Square, where freebies and discounts can be awarded for loyal customers, and ads can be sent to people who have ‘checked-in’ nearby.

Hold our hands in troubled times

During times of hardship we may need your support, even if we aren’t spending as much with you

• In this tough economic climate where consumers are time poor but not cash rich – brands should recognise that in addition to good value they need to provide added value in terms of their product offer and point of purchase.
• This includes an intuitive online offering which understands their needs as an individual. Tesco is a great example, it adapted its cost structures and ranges to help customers save money when they need to and treat themselves when they want to through their rewards scheme, recognising that ‘every little helps’. Tesco is now amongst the top 5 visited shopping sites in the UK.

Don’t talk about yourself all the time

We don’t want to always hear how good you are, listen to us occasionally

• As a brand you need to give them something to talk about or engage in a two-way conversation rather than just talking about yourself all the time.
• 33% of the UK digital population publish messages on their social network account daily.
• 30% comment or respond to other people on their social network account.
• 17% find brand messages intrusive when browsing the internet for leisure.
• When talking at or to consumers, remember that resistance to brand interaction is highest within email 27%.
• Closely followed by multi-media and entertainment (24%) and knowledge & educational (23%) content.

Frandships are for life not just for Christmas

So engage with us all year round

• 87% of people online access the internet daily; more so than any other media touchpoint.
• Daily use of social media and email via mobile (46% and 52% respectively) demonstrates a need to be, and stay connected.
• 35% of people join a brand community because they enjoy supporting brands, and 31% join a brand community to get more information about a brand.
• So brands need to ensure fan pages are available, build dialogue, and engage all year round.

Keep in touch, but not too often

Don’t overdo the contact as we have busy lives and no-one likes a needy ‘frand’

17% find brands in social media intrusive and 27% find them intrusive in an email setting – showing that brands can overdo it.

We will talk about you behind your back

We love a gossip so be prepared, treat us badly and we will tell our friends & their friends

• UK social networkers read as well as write comments on brands.
• 26% of online users have written a positive or negative comment about a brand.
• And even those who don’t ‘spread gossip’ will happily listen to it – 25% of social networkers have taken other people’s comments into account when making a purchase decision.

Don’t embarrass us in public

If you make a mistake we may not stand by you, particularly if you don’t own up and say your sorry

• 87% people engage in some form digital activity daily and at least a quarter generate or listening to brand related comments on social media, reputation is everything.
• When the iPhone 4 launch was hampered by reports of signal issues, its delay in responding sent ripples of frustration across the internet.
• Speedy responses and good crisis management planning is essential for brands to maintain good online reputation.

Don’t cross the boundaries

We are friends not lovers, our loyalty has boundaries and we don’t want to feel used

• 65% of consumers get into ‘frandships’ on social networks because they have an attraction to a particular brand.
• But loyalty can be tested, 69% of people in ‘frandships’ saying the ethics of websites strongly affects whether or not they will consider using them.

Want to know more? Email: raja.halabi@tns-ri.co.uk

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