Greenpeace Australia came and did a presentation for Social Media Club Sydney, about the social media component for their global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened. I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat’s brand sentiment, that’s clearly attributable to Greenpeace’s localising the campaign.
social media influence
How social media influences trust in advertising
Last week Nielsen released the 2009 Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. The survey covers degrees of trust consumers have for advertisers/brands. The top 3 are worth highlighting:
* 90% of consumers surveyed trusted recommendations from people they knew personally
* 70% trusted opinions from other consumers posted online
* 70% trusted brand websites
The key takeaway for me is that “strangers” opinions posted online offer as much trust to the consumer as the company website. That can be a glass half full or half empty depending which side of the social fence you sit on.