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Social Media and the Integrated CampaignAs social and digital media mature, they are becoming an integral part of the marketing mix that is most effectively leveraged by communicating to customers across all channels. According to the Alterian Annual Survey for 2009, the age of silo campaigns is over and consumers will now only be receptive to timely and relevant communication from brands, no matter the channel. This shift in media calls for creative media placement and engaging communication within social media or earned media. It is now possible to create a highly targeted, engaging campaign that speaks to consumers on a one-to-one basis that is more likely to elicit a positive conversation.  Source: eMarketer, Janurary 29, 2009 0 comments. Click here to post comments. Baby Boomers take their Communication OnlineThe generation that once participated in the sit-ins, protests and demonstrations of the 1960s is slowly embracing social networking as their latest communication tactic. These boomers are interested in reconnecting with people from their past as well as keeping current personal connections strong. About 47% of online Boomers maintain at least one profile on a social networking site. (It is important to note that maintaining a profile on a social network is distinctly different from simply creating a profile.) In 2007, the same survey was administered, but only 30% of Boomers said that they maintained a profile on a social network.  Labels: Baby Boomers, Social Networking 0 comments. Click here to post comments. Mobile App Usage to Skyrocket in 2010A report from DM2PRO and Quattro Wireless predicts mobile app usage will soar for 2010, though spending on social apps will stagnate even though marketers have already developed applications.This year, the platform of choice is iPhone, although it came in second for 2009. Last year, Facebook was the top platform, with 78.9% of marketers using the social networking site for applications.  The primary reason marketers used a mobile or social application was engagement, though social sites were perceived better for engagement and other top goals including audience targeting, sharing, branding and reach.Approximately 45% of marketers developed mobile applications to increase mobile usage by a target audience.  Source: eMarketer; January 21, 2010 Labels: Applications, Mobile Web, Social Media 0 comments. Click here to post comments. Time Spent on Social Media Sites up 82%The time spent by Global consumers on social networking sites has increased 82% in the past year, according to Nielson. Social networking sites are the most popular online category, based on time spent. Gaming and instant messaging round out the top three most popular online categories.The unique audience of visitors to social networking sites has also increased considerably in the Global context over the past several years.  Data on Global consumers is collected from the U.S., U.K., Australia, Brazil, Japan, Switzerland, Germany, France, Spain and Italy.Source: Nielsonwire, January 22, 2010 0 comments. Click here to post comments. Visualizing Data for SEO PPC and Social Media Peter Gabriel said it best, " I speak in pictures not in words." One of the first 2D maps ever produced chronicles Napoleons march into Russia [grey] and the return trip home [black]. The width of the lines indicates the amount of soldiers, the bottom shows temperatures and as you can see by the width of the lines the toll weather took on his army. Huge amounts of information go unused or wasted today in SEO, PPC and SMO. People are unable to visualize relationships in and around the data itself. Using an off the shelf environment like Google Adwords or Analytics, visualizing data demonstrates methods for representing data accurately on the Web and elsewhere, complete with user interaction, animation, and more. What do the entrance and exit paths users take through a website look like, what would a heat map of links clicked on a website page look like? In visualizing data, you help answer tough questions by simply and graphically telling the story. Even Excel has stepped up it's game with version 2007 and all the built in graphing functions available. Selecting and designing each graph so the data is best represented by the story you want to convey with your clients.Each graph and infographic conveys a unique story of the data you are trying to represent. Visualizing data teaches you how to answer questions and tell a story to your clients, not simply display information that numbs the mind.
0 comments. Click here to post comments. 2010 Social Media, Geo-location and Community ManagersFirst, note that 2010 is the year of geo-location in all social settings. All types of networks, including vertical social sites, will include this variable. Secondly, we must remain acutely aware of the attempts to limit freedom of use with social networks and exploitative political and administrative environments, interactive blogs and collective creations. Lastly, metrics are still one of the challenges we face with Social Media strategies. The old techniques of measurement are not sufficient, therefore, it's necessary to learn and try new ways to measure the impact of strategies and tactics in the social sphere. What we call the digital economy, online networking time, defines the boundaries of what is valid or not, what is effective and what is not in what we call Social Media, social networking and interactive territories. This is the year, the first major methodologies for measuring the degree and depth of actions in social environments will start to galvanize the industry. For those who can consolidate complex business models, and generate new social platforms if they are "practical" and successful in the social sphere will dominate. The disadvantage to agencies that have been wrong in different actions in social driven campaigns will be final and potentially fatal. Businesses and governments require that any campaign or action in digital media and especially social ones is accompanied by positive, demonstrable results. The further development of apps for devices using "augmented reality" will play significantly within the social sphere. In this sense, campaigns no longer are a story, to go with a visually appealing format. Social media and augmented realty is becoming a more action-value brand and sales based tool. Use of Mobil Augmented Realities will especially play well in the tourism and sports sectors. Community Managers will be in high demand, but may enter into crisis when it becomes apparent that their actions are not strategic and engagement platforms designed without a measurable result or KPI. I will be writing further on the Net eStrategy of Community Managers. Here are eight points to keep in mind when applying any measurement to Social Media:  1. Thanks to Social Media, Public Relations have become far more valuable by allowing more specific measurements, both qualitatively and quantitatively. Increasingly, traditional media becomes less important. 2. One question that Social Media must answer in their measurement is: what is being done to help boost a brand? That is, you focus not only on the number of impressions or the number of messages delivered. 3. The impressions based metrics loses relevance in Social Media because they converge on many other factors. 4. A general taxonomy of metrics, should be formed by exposure: how far we have created exposure to content and message? Commitment: who, how and where the people that interact, influence: the degree of exposure and commitment have influenced the perceptions and attitudes, and Actions: results. 5. Qualitative measurement, to analyze the type of conversation that is being generated between individuals and brands. 6. Measurements should also include the perception that is generated offline and the results given by the actions elsewhere. Attribution management and conversion management will be part of primary audience research. 7. Do not forget to measure the value that is created when you build a community around a brand, it means that people gain commitment and become ambassadors. 8. In Social Media, not the quantity but the quality that was generated around the brand counts most. 0 comments. Click here to post comments. Social Followers Interested in Deeper EngagementMany consumers who follow brands on social media sites expect something in return, such as a good deal on the product or service; however, a recent study demonstrated that some social media users are also looking for a form of deeper engagement.A MarketingSherpa survey indicated that 65% of daily social media users followed or friended a brand in order to learn about special sales. On the other hand, only 46% of max connectors - those with 500 or more social connections - followed or friended a brand for this purpose. Rather, max connectors preferred to follow a brand to learn about new products, features and services.  Another survey by Razorfish indicated that 43.5% of consumers followed a brand on Twitter in order to learn more about exclusive deals and offerings. Other reasons consumers followed brands were because they were a current customer, or the brand posted interesting and entertaining content. Source: eMarketer; January 22, 2010Labels: Facebook, Internet Behavior, Social Media, Twitter, Web 2.0 0 comments. Click here to post comments. Social Media Spend ForecastIn the US Interactive Marketing Forecast, Forrester Research has provided the following graph to represent projected social media spend for 2009 to 2014. The graph represents an increase from $295 million to $1,860 million in media spend for integrated campaigns on social networks. Also represented is an increase of $832 million on agency fees for social media. If these projections are correct, the media spend on integrated campaigns on social networks will increase by 530%, while agency fees will increase by 198%. Source: Forrester Research; July, 30, 2009 0 comments. Click here to post comments. Time Spent Viewing Online Video Increases 13% in 2009According to a recent report from Neilsen, the amount of time spent viewing online video has increased by 13% percent since December 2009. The number of unique viewers of online video has also increase a considerable amount in the same time frame: 10.3%. Since more people are spending time watching video online, it is worthwhile to note what the top brands are currently for online video streaming. Ranked by total streams as well as unique viewers, the top brands are YouTube, Hulu, and Yahoo. They are followed by Turner Sports and Entertainment, MSN/WindowsLive/Bing and Fox Interactive Media. Source: Nielsonwire, January 12, 2010 Labels: Online Video 0 comments. Click here to post comments. Boomers Ready for Digital ConvergenceAccording to a report, “Boomer Demographics and Media Usage,” baby boomers are adaptable to new technologies and ready for digital convergence in their homes. Though boomers are aging, they dominate the US population online, making up 36% of the online population and one-third of Web traffic on an average day.The number of boomers who are actually using the Internet is increasing. For example, 77% of boomers surveyed in September 2009 recalled using the Internet at some point in their lives, compared to 71% in November 2008.  Lisa E. Phillips, a senior analyst for eMarketer, notes how baby boomers eagerly adopted new technologies of their generation and are now carrying that adaptability to this current day. Fifty-nine percent of boomers are willing to connect their TVs to a PC, compared to only 40% in 2006. Source: eMarketer; January 20, 2010Labels: Internet Behavior, Internet Usage, New Technology 0 comments. Click here to post comments. Mothers Use Tech Tools to Stay Connected to FamiliesMoms turn to technology to keep their families closely linked, according to a study from BabyCenter.Four in 10 moms were most interested in technology that could help them be a better mother and were more likely than their Generation X counterparts to turn to technology. Thirty-three percent of Millennial moms believe that technology has already helped them become a better mother.  Moms have claimed that technology has helped them coordinate family schedules, view family pictures and research daycare options for their children. Sixty-nine percent of moms have coordinated family schedules and activities on a PDA/Smartphone device. Source: eMarketer; January 19, 2010 Labels: New Technology, Search Behavior 0 comments. Click here to post comments. Online Holiday Sales Up for 2009A comScore report shows that holiday sales increased by 4% in 2009, from approximately $28 billion in 2009 to $29.1 billion.Though eMarketer originally predicted a slightly higher percentage increase, the numbers are an improvement over the decline in sales from the previous year, when online sales fell 5.7%. The decrease was most likely due to the impact of the economic recession on consumers.  December 15, 2009 topped the list of the top 10 spending days during the holiday season as consumers scrambled to make their final purchases from online retailers. On Cyber Monday, the online equivalent of Black Friday, consumers spent a total of $887 million. Source: eMarketer; January 14, 2010 Labels: E-commerce 0 comments. Click here to post comments. US Child Mobile Ownership Up in 2009When did you receive your first cell phone? Studies show that in 2009, there was an increase in children ages six to 11 who owned a mobile phone.About 36% of children in the age 10-11 bracket owned a cell phone in 2009 - a 16 percentage point increase since 2005, as well as the largest increase among all age brackets. Only 6.5% of children in the 6-7 age bracket owned a cell phone in 2009, compared to 4.9% in 2005.  Most of the children ages six to 11 who owned a cell phone used it primarily to keep in touch with parents. Approximately 68% of children used their cell phones to call friends, followed by 55.7% using their device for emergencies. Text messaging and game playing are also two popular activities children use their cell phones for. Source: eMarketer; January 12, 2010Labels: Industry 0 comments. Click here to post comments. Nielsen Releases its 2010 Media Industry Fact SheetNielsen recently released its 2010 Media Industry Fact Sheet containing a comprehensive overview of what and how people watch across a variety of media, including TV, mobile, online, radio, books and music. In 2010, we will see a continuation and acceleration of consumers connecting and watching more. Here is just a brief overlook at some of the statistics Nielsen released in its report:Television
Source: Nielsen Labels: Industry, Mobile Web, Social Media 0 comments. Click here to post comments. Newspapers Jump on the Twitter BandwagonA study by The Bivings Group showed that all of the top 100 newspapers in the US had at least one Twitter account, although many failed to publicize their accounts. Two-fifths of newspapers did not have a link to a Twitter account on their website. Of those that did, the links were often difficult to find.Currently, with almost two million followers, the New York Times tops the list of newspapers with the most followers and the most unique retweeters. Though Nicholas Kristof comes in at number two with the most number of followers, the columnist only has 417 unique retweeters.  The study also found that the average newspaper has about 18,000 followers and tweets about 11 times per day; however, eliminating a handful of papers with over 100,000 followers, the average paper has just under 3,500 followers. Source: eMarketer; December 29, 2009 Labels: Twitter 0 comments. Click here to post comments. |
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