Posted by: Micah Pratt, social networking research & development
Today, more and more marketers are turning to online marketing programs because of the noticeable role that peers play in consumers’ purchasing desicions. What many of these interactive marketers are failing to realize is the volume of social data created by the influence of peers in purchase decisions. Here is an article by Nate Elliott, vice president and principal analyst at Forrester Research, about how to effective utilize social data.
HOW TO: Utilize Social Data More Effectively
Last year, American consumers posted more than a billion opinions about products and services online, according to data collected by my company. With peer influence playing such a prominent role in consumers’ purchase decisions, it’s no surprise many interactive marketers are tapping into that influence via viral marketing programs and influencer outreach.
However, the vast majority of marketers ignore the staggering volume of social data all this influence creates. And those who do study social data typically use it for the wrong reason: to measure the brand impact of their marketing campaigns.
Social Data Is Often Based On Small Sample Sizes
With so many opinions posted online, you might assume it would be easy to find a reliable sample of data to analyze for brand impact. But even popular consumer brands often find it difficult to collect usable social data.
For instance, I recently reviewed a listening report for a global sporting goods brand — one that sponsors leading teams and athletes around the world and has strong brand awareness. I was surprised to see that the brand was mentioned in social media only a few hundred times each week in the U.S., and less than 100 times each week in other key markets around the world.
To make matters worse, the low quality of many social sentiment analysis tools reduces sample sizes further. When listening tools can’t decide whether comments are positive or negative, they’re usually labeled as having “no sentiment.” Three-quarters of the mentions for this brand were tagged as such, leaving less than two-dozen weekly usable posts in some markets.
If you asked your market insights team or your survey provider to analyze 25 consumer survey responses, they’d tell you it’s impossible to find statistical significance in such a small sample. The same standards must be applied to social data as well.
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August 4, 2011 | Categories: Blogged, Blogging, Facebook, Google, Mobile Marketing, SEO, Smartphones, SMS, Social Media Marketing, Twitter | Tags: advertisements, analysis data, applied research, audience, audiences, blog marketing, branding, business marketing, buy decsion, consumer, consumer behaviour, consumer reports review, consumer reports reviews, consumer research, consumer review, consumer reviews, consumers, creators, data mining, data mining is, decsion making, direct marketing, email marketing, Forrester Research, Google, how to develop a message, how to please consumers, influencer, influencers, interactive marketing, internet advertising, internet marketing, internet marketing tools, Kansas City, KC, market research, marketing, marketing advertising, marketing communications, marketing ideas, marketing message, marketing messages, marketing plan, marketing research, marketing research companies, marketing services, marketing strategies, marketing strategy, marketing tools, mashable, mashable.com, media marketing, media plan, media plans, mining data, mobile marketing, on data mining, online advertising, online data, online data entry, online marketing, product marketing, product reviews, public relations, purchase decision, purchase process, purchasing decisions, research, research a company, research and development, research methodology, research methods, research sites, research topics, sample size, sample sizes, search engine marketing, search engine optimization, search engine optimization marketing, search engine ranking, search marketing, SEO, seo marketing, seo search engine optimization, small business marketing, sms marketing, social data, social data network, social marketing, Social Media, social media and marketing, social media how to, Social Media Marketing, social media marketing company, social media marketing firm, social media marketing services, Social networking, technology research, trends, Twitter, twitter marketing, viral marketing, web marketing, website advertising, what is research | Leave A Comment »
Posted By Valerie Jennings, CEO of Jennings Social Media Marketing
Mashable.com reviewed several ways to excite, reward and support your Twitter followers.
According to the article, consumers follow their favorite businesses on Twitter to get an inside look at the business, to find out about new products, earn discounts and be a part of a community. Businesses have the potential to turn these fans into brand ambassadors by making their followers feel special and appreciated.
Here are a few:
1. Offer them a freebie
2. Give them control
3. Give them a shout-out!
Read the article
June 14, 2011 | Categories: SEO, Twitter | Tags: ambassadors, brand ambassadors, ceo, consumers, Facebook, Jennings Social Media Marketing, marketing case studies, media outreach, PR, pr firm in kansas city, SEO, Twitter, Valerie Jennings, viral marketing | 1 Comment »
Posted by: Micah Pratt
Two popular Kraft Food brands are increasing their social media marketing efforts with campaigns on Twitter and Facebook. Here is an article from nytimes.com, by Stuart Elliott, about Oreo cookies and Wheat Thins revamping their brands on social networking sites.
Food Brands Get Sociable on Facebook and Twitter
The number of advertisers with presences in the social media like Facebook, Twitter and YouTube are increasing faster than the lines at the supermarket when the values of the cents-off coupons are being tripled.
Now, two familiar brands of baked goods sold by Kraft Foods are stepping up their marketing efforts in social media.
One brand, Oreo cookies, is going to be giving its Facebook page a global look, effective on Monday. The other brand, Wheat Thins crackers, is starting a campaign to reward fans of the brand who discuss it on Twitter.
Oreo has been on Facebook since last August with a page that has been primarily American-oriented. But the many comments left on the page from other countries — reflecting that more than half the brand’s 5 million Facebook fans are from outside the United States — led to a rethinking of how Oreo is presented on the Web site.
“It was an ‘A-ha’ moment for us,” said Mark Clouse, senior vice president for global biscuits at Kraft Foods in Northfield, Ill., reflecting that the company understands Facebook “is now a global vehicle and a platform we can use to have a global dialog” with consumers.
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July 7, 2010 | Categories: Blogged, Blogging, Facebook, Google, SEO, Social Media Marketing, Twitter | Tags: advertising public relations, adwords keyword, adwords keyword tool, b2b marketing, backed goods, best seo, blog marketing, brand, brand design, brand identity, brand marketing, brand name, brand names, branding, brands, business international, business marketing, business marketing online, business promotion, business sales, campaign marketing, consumers, cookies, corporate pr, corporate public relations, cracker, crackers, data integration, dial international, direct marketing, effects globalization, email marketing, english to spanish, facbook, facebok, Facebook, facebook fans, facebook likes, facebook link, facebook posts, facebook profiles, facebookcom, faceboook, food, food brands, foods, global, global effects, global forum, global fund, global news, globalization, Google, google seo, How to Twitter, identity, in twitter, industry, industry city, industry news, industry research, integrate, integration, integration business, interactive marketing, international business management, internet advertising, internet marketing, internet marketing advertising, internet marketing solutions, internet marketing strategies, internet marketing tools, internet policy, internet promotion, internet search engine, internet search engine marketing, journalism, journalist, journalistic, journalists, Kansas City, KC, keyword search engines, keyword search marketing, keyword tool, kid kraft, kids snacks, kraft, kraft food, kraft foods, kraftfoods, marketing, marketing advertising, marketing agencies, marketing article, marketing blog, marketing brand, marketing campaign, marketing campaigns, marketing communications, marketing companies, marketing ideas, marketing management, marketing promotions, marketing research, marketing services, marketing solutions, marketing strategies, media marketing, media pr, media public relations, network, network support, networking sites, New York, news coverage, NY, online advertisement, online advertising, online marketing, online promotion, opportunities, opportunities for, opportunity, oreo, oreo cookie, oreos, performance improvement, performance management, pr advertising, pr marketing, pr media, product marketing, productivity, promotion, promotion marketing, promotions, public relations, publicity, sales industry, sales manager, sales process, sales representatives, sales reps, sales strategy, sales team, search engine marketing, search engine optimisation, search engine optimization, search engine software, search engine submission, search marketing, SEO, seo company, seo expert, seo marketing, seo optimization, seo search engine optimization, seo service, seo software, seo tips, seo tools, snack ideas, snacks, social marketing, Social Media Marketing, social media marketing company, social media marketing services, Social networking, social networks, social online, social web, the twitter, tips marketing, trends, tweets, Twitter, twitter marketing, universal, viral marketing, vision international, web design marketing, web internet marketing, web marketing, web online, web online marketing, web promotion, web search engine, web search engine marketing, web search optimization, web site promotion, website advertising, website design, website marketing, website promotion, website seo, wheat thins | Leave A Comment »
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