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Lundi soir, la période idéale d'envoi ? - Performance de l'emailing. Using Facebook to Capture Customers - David Dorf - The Conversation. By David Dorf | 9:56 AM February 28, 2011 [For more, visit the Communication Insight Center.]

Using Facebook to Capture Customers - David Dorf - The Conversation

A central tenet of retailing is to put stores near customers. Now that 600 million potential customers are on Facebook, retailers are flocking to the site and aggressively experimenting with new communication strategies. Here are five ways they’re connecting with customers on Facebook. Promotions For retailers, the key is to treat “fans” differently than other customers by providing special access to offers and information.

Participatory promotions are particularly effective as they add excitement to online purchasing and an incentive for customers to invite other friends. Crowdsourcing Wal-Mart and Gap have used crowdsourcing tactics on Facebook, inviting large groups to participate in shaping an offer or strategy. Check-ins Mobile-device check-ins are a popular way to electronically announce your arrival at a location. David Dorf is the Senior Director of Technology Strategy at Oracle Retail. Brands put the thrill-factor in bubbly. With Christmas just over a week away it’s time for any well-organised marketer to stop thinking about work and start thinking about the festive season ahead.

Brands put the thrill-factor in bubbly

And that means it’s time to talk champagne! The average British marketer will drink more than 84 bottles of the stuff over the Christmas and New Year holidays. OK, I made that last statistic up (it’s Christmas and our Marketing Week fact checkers are already on their holidays), but it is true that the challenge of picking the right bubbly is now upon us. Which? Magazine has already made its contribution to the debate. Not so fast Mr Hocking. Most British consumers don’t buy champagne for the taste, they buy it for the brand For economists and consumer advocates who generally detest brand equity and want to reduce the world down to bare basic truths - blind testing is the ultimate exposure of over-inflated pricing and the fallacy of brand image.

And let’s be honest, we need the help. Customer engagement improves brand profits. A model that demonstrates the link between consumer engagement and profit margins could be the necessary fuel to propel marketers into the boardroom. Marketers must not only engage consumers through advertising, experiences and online dialogues, but these days they need an in-depth financial understanding. A recently unveiled study by research consultancy Hall and Partners suggests that up to two-thirds of a brand’s profits may rely on effective consumer engagement.

To help marketers understand how what they do contributes to the “profit” column of the balance sheet, Hall and Partners has developed a model that links a brand’s level of consumer engagement with its profit margins. The State of the Blogosphere 2010. InShare410 The question we ask ourselves when examining the state of the blogosphere is whether or not the cup is half full or half empty?

The State of the Blogosphere 2010

Personally, I believe the answer lies in the nature of circumstances. If drinking from the glass, it is then half empty. If pouring, it is half full. With the rise of Twitter, Posterous, Tumblr and other forms of micromedia, many believed that the glass was half empty. Today, 100 million Tweets flew across Twitter. On Facebook this month, the average user created 90 pieces of content and contributed to the more than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) collectively shared each month. But blogging perseveres – as it should. The State of the Blogosphere 2010 Since 2004, Technorati has published its annual State of the Blogosphere report. To begin, let’s take a look at the residence of bloggers worldwide.

Almost one-half of all bloggers reside in the United States with 29% blogging in Europe. Gender Age. Social networkers most influential in driving brand awareness. Online social "connectors", people who share opinions with their social network, have been found to trigger the most online brand impressions in Europe.

Social networkers most influential in driving brand awareness

Forrester Research has analysed the peer influence behaviours of online Europeans, based on a survey of 14,000 people in seven Western European countries. The report, called "Using Social Media To Create Mass Reach – The 2010 European Peer Influence Analysis", found that just 4% of online users in Europe are responsible for triggering 80% of "consumer brand influence impressions". Forrester also found that only 11% of online adults in Europe create and trigger 80% of all the influence posts online.

Between them, these two types of "European Mass Influencers" will have triggered more than 120 billion "influence impressions" about marketers' products, services, and brands in 2010.