The workshop focused on the question: Who are you so far? This question shows that our choices are never final. They are choices ‘so far’. We are free at any time to determine who we are, from now on. What is your choice?“Markets are conversations”. With these prophetic words, the authors of The Cluetrain Manifesto launched a school of thought on online communication in 2000 that we still follow today. Thanks to social media, we finally seem to be living in the era of online conversation. But in 2015, the demanding consumer has long since gone a step further: a simple online conversation is not enough. An authentic online conversation is essential for an organization to keep up.
Authenticity and conversation – the
2 pillars of contemporary online communication. But what does it all yield? Let’s franchising is the best expansion start with the first: authenticity. The communication and PR agency Cohn & Wolfe has, in their online research The Age of Authenticity (from November 2014). What did they find? Authentic behavior (and therefore communication) has a positive effect on your turnover.
Open honest
If your company is open, honest and authentic, 64% of respondents will be loyal to your organization. That’s nice, but perhaps more importantly; 63% of consumers would rather buy from a company they consider authentic than from a competitor. Furthermore, 59% of respondents would recommend an search engine optimization united states america authentic organization to friends and family. 47% would like to work for an authentic company. And finally, 23% would invest in a brand they believe has authentic qualities.
63% of consumers prefer to buy from a company they perceive as authentic
Honest communication
When asked about authentic characteristics, 91% attach importance to honest communication about how long should you spend nurturing your leads?products and services. In addition, honest communication about environmental impact and sustainability is considered important by 87%. These values are even more important to consumers than the usefulness of the product (61%), brand appeal (60%) and popularity (39%).
