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Lithium Communities Drive Nearly 12 times More Sales Than All Other Social Channels Combined
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By Business Wire |
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April 10, 2014 09:09 AM EDT |
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Lithium
Technologies customer communities drive almost 12 times more
same-session revenue than other social channels including Facebook,
Twitter, Pinterest, YouTube and Google+ combined, according to new
research released today. Customers who engage with a brand through its
Lithium community also are significantly more loyal, engaged and
satisfied.
Lithium communities generate a 67 percent lift in a brand’s Net Promoter
Score (NPS) compared to those customers who are not engaged with the
brand socially, the study revealed.
Lithium’s analysis of the study shows that the communities impacted more
than $500 million in sales in a single year – a particularly significant
finding since the study represented a sample of only about a third of
total Lithium community users.
According to a Lithium-commissioned study by Millward Brown Digital that
focused on a cross section of U.S. Lithium customers and about a third
of Lithium community users over a 13-month period, Lithium communities
drove1:
-
65 percent of all social commerce sales
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52 percent of all social traffic
-
7.8 times more shoppers than other social channels
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11.8 times more sales than other social channels
-
more than $500 million in direct and influenced sales for the brands
studied2
The power to convert and keep on influencing
Lithium communities clearly have the power to convert shoppers into
buyers and to continue influencing consumers long after a visit to the
community. Sales conversion approximately doubled after a customer’s
first visit to a Lithium community, the study showed, and continued to
influence up to four times as many shoppers as other social channels
within 30 days of a first visit.
Engaged Consumers Purchase More Frequently
What’s more, Lithium community users are also more likely to purchase
again: 79 percent of visitors to a Lithium community said they intend to
purchase again from the company in the future. That’s fully 7 percentage
points higher than shoppers who didn’t engage at all with a company
socially and also more than all other social media channels combined.
“This research proves what our customers have long known: Lithium
communities help drive sales by connecting consumers with rich content
and trusted peer recommendations when they need it most,” said Lithium
President and Chief Executive Officer Rob
Tarkoff.
Trust and loyalty
The study underscored the importance of building trusted relationships
with customers, finding that Lithium communities have a strong positive
impact on brand perceptions and customer loyalty.
Interviews with more than 4,000 customers conducted as part of the study
further reinforced how important brand reputation and trust are to
consumers. The data revealed that of surveyed consumers:
-
72 percent value when a brand has a community
-
79 percent consider brand reputation in making their purchasing
decision
-
88 percent purchase from brands they trust
Lithium’s recent acquisition
of Klout delivers an unprecedented ability to combine trusted
content with advice from reputable peers at the point of sale,
increasing consumers’ confidence in their purchases.
The study examined traffic, revenue, purchase influence and affinity
attributable to Lithium communities and third-party social sites.
Methodology
Survey conducted by Millward Brown Digital. For the period October 2012
to October 2013, Millward Brown Digital conducted customer surveys and
tracked user behavior across all social properties operated by Lithium
customers and representing approximately one third of Lithium’s user
base among major U.S. retail, technology, telecommunications and
financial service brands. Conversion rates, sales revenue, purchase
influence and brand affinity were studied after consumers visited a
Lithium branded community, and after consumers visited other social
media properties operated by the same brand.
About Lithium Technologies
Lithium's software
helps companies reinvent how they connect with their customers.
Lithium works with more than 300 of the world's best brands — including
AT&T, Best Buy, Indosat, Sephora, Skype and Telstra — to respond on
social networks and to build trusted content on a community they
own. The 100% SaaS-based Lithium Social Customer Experience™ platform
enables brands to build and engage vibrant customer communities to drive
sales, reduce service costs, accelerate innovation and grow brand
advocacy. For more information, visit lithium.com,
or connect with us on Twitter, Facebook and
our own community.
Lithium is privately held with corporate headquarters in San Francisco
and offices across Europe, Asia and Australia.
The Lithium® logo is a registered Service Mark of Lithium Technologies.
All trademarks and product names are the property of their respective
owners.
1 Based on study of branded Lithium community pages and
branded social pages during the observed time period. Shopping activity
had to have occurred within 20 minutes of visiting a Lithium community
page or a branded social page.
2 Sales value estimate by Lithium based on sales multiplier
observed by Millward Brown Digital.

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