Archive for December, 2008

Blogs As Buying Guides

Growth in blog readership has been widely reported over the years (the latest suggests that blog readership has grown by 300% since 2004), but a recent survey also shows how influential blogs can be when consumers are looking to make buying decisions.

The BuzzLogic sponsored study – Harnessing the Power of Blogs – found that what blog readers consumed on-line strongly influenced purchasing decisions, and played a key role in taking them to the point of actual purchase. The survey looked at over 2,000 consumers in the US, and highlighted some interesting trends:

Blogs influence purchases. One half (50%) of blog readers say they find blogs useful for purchase information.

Blogs influence it’s readership in various stages of the buying process. A blogs role as a buying guide breaks down with readers as:

  • Decide on a product or service: 21%
  • Refine choices: 19%
  • Get support and answers: 19%
  • Discover products and services: 17%
  • Assure: 14%
  • Inspire a purchase: 13%
  • Execute a purchase: 7%

Ads on blogs can spur various activities:

  • 40% of blog readers have taken action as a result of viewing an ad on a blog; 50% of frequent blog readers say so.
  • Top activities include the following: read product reviews online (17%); sought out more info on a product or service (16%); visited a manufacturer or retailer website (16%).

The ability to use the Internet as a research tool to aide your buying decisions is no big surprise – how many times have you been influenced by readers reviews on Amazon.co.uk? I bet at some point, you were either assured or turned-off of purchasing an item based on what you read. I know I have. We tend to seek out the opinions of others – to learn of their experiences.

The fact that blogs have been credited with the capability to influence purchases probably reflects how blogs make sharing product reviews and buying experiences so easy. The participation aspect of blogs also means others can add to the conversation about their particular experiences, offering a balanced view and increasing the depth of information available from a single site.

You can read BuzzLogic’s summary of the report over on their blog.

The ROI Is What You Make It

The question of ROI from ’social media’ tools or ‘Web 2.0′ style implementations is never far from any debate about the business worth of the new technology.

Twitter is a perfect example of a tool that is seeing huge uptake among both individuals and corporates but which has no obvious revenue model itself and lets its users determine how to monetize its use, should they wish.

The Industry Standard just published a piece on Twitter that reveals that PC manufacturer Dell reckons it can attribute $1 million in revenue directly to its use of the service. That is a solid enough number to change the game for many companies, I think. Will it change Twitter?

Hat tip to Neville Hobson for pointing me to this post – via Twitter!

Is Your Utility Supplier Also Your Bank?

Southern Electric only send me a gas bill twice a year now. The reason? “As part of our ongoing commitment to the environment we want to reduce the amount of paper we use”. Right. Anyway, the latest one arrived last week. I pay by direct debit and usually give no more than a cursory glance to the bill because it’s not as if I have to do anything. This is simply for reference, after all.

And there it was, bold as… well, bold because it was in a bold font. The sum of £636.83. Ouch, I thought. But only for a moment. In fact, that was the amount Southern Electric owed me. Were they going to send it to me? No. Were they going to reduce my monthly standing order of £135 because that was obviously excessive? No. Instead, they were simply going to carry it forward “as payment towards your future bills”.

I called them.

Things don’t start well. It’s the usual phone bingo. The chance to speak to someone about a bill is the last item on the list, of course. Then there’s that sinking feeling as the voice tells you it is transferring you to a ‘live operator’. I wonder which extension they use for the morgue.

Surprisingly, the phone is picked up quickly and I’m speaking to Dawn, who is certainly ‘live’ and cheerful and friendly, to boot. My spirits lift. I tell her why I’m calling. “Really?” she says. “Let’s aheva look.” She does. “You’re right,” she says. Then she does a calculation and reduces my direct debit and tells me she’s sending the extra money direct to my bank account. No moaning, no trying to pursuade me otherwise, no excuses.

A handy refund in time for Christmas and my direct debit amount halved. Result.

Electricity meter by Kai Hendry (http://flickr.com/photos/hendry/397510397/)

I also get my electricity through Southern Electric. They post my bills on-line and I rarely bother to check those, either. There’s a pattern developing here. As I was on a roll, I asked the service rep if she would check my electricity account, too. To be honest, I expected her to say that I owed about £636 and she would just switch the balance from the gas to the electric account.

But no. She said, “Are you sitting down?” It turns out there was a balance in my favour of just over £1,000. “I love this part of my job,” says Dawn.

The main lesson from all this is obviously to check bills carefully. Setting up a direct debit should not be seen as an excuse for avoiding money management.

But that doesn’t excuse Southern Electric. When I first set up a direct debit with them, I paid £50 a month. As soon as they worried that I might use more gas, it rose to £75 and then to £135. Worse yet, these rises were based on estimated meter readings. When these readings were shown to be way off base, did they lower the monthly payments? We know the answer to that. In fact, Southern Electric were borrowing money from me and not even paying me the base rate. I suspect that they should really be paying me a few percentage points of interest on that money.

If it wasn’t for the friendly, sympathetic, and incredibly helpful service rep (her name was Dawn), I would be looking for a new supplier immediately. But the fact that things were dealt with quickly and with no fuss and with an apology and good wishes from the marvellous Dawn means that I’m happy to stay with Southern Electric and take some of the responsibility for keeping an eye on my own money.

Southern Electric got it wrong and then they got it right. Just think how much more right they could have got it had they just sent me a cheque out of the blue and told me I was paying them too much. That would have made Southern Electric truly remarkable in the Godinesque sense of the word.