They found that social media interactions are a primary influence for only 3% of visitors to e-retail sites!!!!
Their results indicated that the more traditional techniques are much better drivers to retailer's websites- with search engines influencing 13% of visitors, and promotional emails 10%....
But the key finding was that familiarity with the site, company or brand is still by far the most common influencer of a website visit (46% of site visitors)
I.e. if the customer doesn't already know about you, your rush to colonise Facebook and Twitter isn't going to make any difference.. And if they do know you? Well that highly influencial group of visitors are also the most satisfied (75 on a 100 point scale) and the most likely to recommend (76)
And guess which are the least satisfied customers (64)? that's right- the ones who visited your site after receiving a message directly from the company on a social network!!!
So the moral of the story. For you the retailer, social media is a useful in your toolkit in order to build loyalty- but within your existing customer base- it will bring few newcomers to your brand, and those it does, are likely not to be impressed. So make sure people know about you, before you 'poke' them. As it were...
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