Demystifying social media - McKinsey Quarterly - Marketing & Sales - Digital Marketing Executives certainly know what social media is. After all, if Facebook users constituted a country, it would be the world’s third largest, behind China and India. Executives can even claim to know what makes social media so potent: its ability to amplify word-of-mouth effects. Yet the vast majority of executives have no idea how to harness social media’s power. Companies diligently establish Twitter feeds and branded Facebook pages, but few have a deep understanding of exactly how social media interacts with consumers to expand product and brand recognition, drive sales and profitability, and engender loyalty. We believe there are two interrelated reasons why social media remains an enigma wrapped in a riddle for many executives, particularly nonmarketers. What we hope to do here is to demystify social media. In short, today’s chief executive can no longer treat social media as a side activity run solely by managers in marketing or public relations. The social consumer decision journey
Advertising - Eye-Tracking Study: How Consumers View Display Ads Do consumers actually notice online display ads served on Web pages? Which format of ads do people look at and engage with the most? To find out, Meditative conducted an eye-tracking study of 39 participants of mixed ages who were assigned certain search tasks. Digital display ads were shown in the leaderboard (728x90), skyscraper (300x600) and big box (300x250) positions across both Web-page mock-ups and actual sites. With data from the study, the researchers were able to generate heat maps showing the length of time spent looking at various parts of the pages, as well as gaze maps indicating where people clicked. Overall, 16.6% of the ads that were served to study participants were viewed (e.g., 50% or more of their pixels were in view for a minimum of one second). Leaderboards, the horizontal ads served at the top of pages, were seen most (25% more, on average, compared with big box ads) and were also noticed most quickly.
Why You Should Not Kill Your Blog Let’s be honest and cut to the chase – Social Media is not “free”. If you disagree let me save you time and suggest you skip the remainder of this post. I’m about to discuss ways I believe Associations can invest their time for maximize value for their Members through blogs. A couple of weeks ago, I came across a post titled “Why are America’s fastest-growing companies killing their blogs?”. In his post (based on a study performed by the UMass Dartmouth Center for Marketing Research), author Mark Schaefer, insightfully identifies variations in the sampling and other factors from the report which results in the inability to draw a concrete conclusion that Fortune 500 companies are in fact, killing their blogs. This post bothered me. It bothered me because we are seeing many of our Association clients experience great benefits from Social Media, the most successful of these use a blog as the primary mechanism to “feed” their networks. I studied the post some more. The problem The opportunity
Google Reviews Ads, Websites & Advertiser Accounts to Combat Bad Ads A couple of weeks ago, Google was facing scrutiny from lawmakers over their human trafficking ads policy. In response, Google has now shed a little more light on some of the systems it uses to prevent bad ads from showing up on Google’s search results pages. We all know that Google doesn't allow malicious ads, bad downloads, counterfeit goods, or ads with unclear billing practices. In order to combat these types of scam/illegal ads and human trafficking ads, Google uses a combination of automated systems and human input to review the billions of ads submitted to Google each year. Google attempts to eliminate ad spam via what it calls a three-pronged strategy, where ads, websites, and advertiser accounts are reviewed. By looking at all three elements, it's more likely Google can detect problems. Google states that: "... this three-pronged approach looks for patterns that would flag ... a site and help prevent ads from showing. Ad Review Website Review Account Review
There Is No Single Best Measure of Your Customers - Thorsten Wiesel, Peter C. Verhoef, and Evert de Haan by Thorsten Wiesel, Peter C. Verhoef, and Evert de Haan | 10:11 AM July 11, 2012 Single-question customer metrics have become very popular. Companies all have their favorites. Some go for the traditional Customer Satisfaction measure, others the now famous Net Promoter Score. The most recent addition to this panoply is the increasingly popular Customer Effort Score, which tracks the amount of time and effort that customers have to put into solving after-sales problems. Each claims to be the one metric that managers need to measure, monitor, and act on, because it promises a better correlation with business performance than any other existing measure. So which of these is actually the best? But the picture is rather different if you correlate the three measures with customer loyalty. What’s the Best Customer Measure? What accounts for these huge differences? The takeaway from his comparison is that you need to be very careful what you use your metrics for.
Why Social Media Doesn't Work (and What You Can Do About It) Time to face reality: Marketing and advertising are a lot harder to do today than ever before. Half of consumers don't trust print ads or television commercials, and fewer still trust what they hear on the radio. And consumer trust level is even worse for direct mail and outdoor advertising. What's the No. 1 trusted source of advertising? It's no small wonder that marketers have fixated on social media as the solution. Engagement DB, which studied the world's 100 most valuable brands, found that the level of those brands' engagement with their consumers via social media correlates with revenue. No wonder Nike's chief marketing officer, Davide Grasso, once noted, "Facebook is the equivalent for us to what TV was for marketers back in the 1960s. Others also took the hint and made social media a priority for their marketing teams. The reason for the lack of results is familiar. It's as though marketers have forgotten what makes marketing and advertising really work in the first place. 1.
Comment les vêtements "d'extérieur" sont amenés à disparaître En 2016, tout se porte en toutes occasions : une veste de sport pour aller travailler, des baskets pour aller danser, un sac à dos pour sortir dîner... A tel point qu’il en devient difficile de faire la différence entre vêtements d’intérieur et d’extérieur, tenues sportswear, business ou casual. La faute diront certains à ceux qui, trop occupés, n'ont plus le temps (ou ne le prennent pas) de se changer pour passer du sport au travail ou du travail à l'after-work. Ceux-là même, de la génération X, Y ou Z qui, hyper connectés, ont besoin de grandes poches (mais invisibles, please) pour ranger leur smartphone, tablette, ordinateur ou tout autre attirail technologique et passent d'une rame de métro surchauffée à un couloir glacé de la station Châtelet - Les Halles. En ce sens, les créateurs explorent des pistes... Comme Junya Watanabe, dont les dernières parkas, munies de panneaux solaires, permettent de recharger les smartphones en rade. © Junya Watanabe Comme des Garçons Marine Delcambre
Eight Principles of Social Media ROI by Beth Kanter | Community Techknowledge Share | I was honored to be a part the WomenWhoTech online summit. I did a panel titled “Social Media ROI” with Lauren Vargas from Radian 6 and moderated by Roz Lemieux from Fission Strategy . Here’s the description: Do you know what kind of an impact social media is having on your brand, mission, or bottom line? Return on Investment The Return on Investment financial process was created by DuPont and used by Alfred Sloan to help make General Motors manageable in the 1920s. Return on Investment is what many executive directors may be thinking when social media strategy comes up. • How much will it cost? And we wonder how do we calculate that? An analysis that looks at the benefits, costs, and value of a technology project over time. The Four I’s of ROI If we look at a broader definition of ROI – I see four different “I” words … Return on Insight This is using key metrics to harvest insights about what works and what doesn’t and the process of iteration. Return on Investment (Dollars)
What's In a Word? The Critical Role of SEO for Business Growth Marthe types the word “Melkeallergi” into Google.no, searching for information about a health condition she’s worried about. In her discussion group for Norwegian school moms, one parent suffered from stomach cramps just like she did, and mentioned the diagnosis of “milk allergy“. “Could this be what I have, too?” Marthe wondered, and decided to find out. Where’s the problem? If she had searched using the term “Laktoseintoleranse”, Marthe would have found different information – and avoided an incorrect diagnosis. Hundreds of mothers throng Google because they want the best for their children. The information they find, even if wrong or misleading, gets shared in dinner-table conversation, or in casual chit-chat with friends. How Keywords, Content & SEO Can Shape Societal Shifts Companies must fight myths with the correct information. Just like any other business in any industry, a company like TINE faces the irksome problem of unique myths spreading in the community such as these:
Analytics: How to Get Clients to Track the Correct Metrics In an ideal world everybody uses analytics tools in a way that ensures that conversionsleadssalesROI get tracked and both client and SEO can see where the most valuable visitors come from and how SEO efforts contribute to the overall success of a site. Sadly, in reality it’s not always as easy to accomplish. In recent years many clients of mine (not SEOptimise clients), even some having good knowledge of SEO themselves, have failed to establish and provide a working measurement system for the long term SEO campaign. I’ve seen a lot of great resources on how to measure ROI or prove the value of SEO. It doesn’t suffice to know how when you can’t make the client track the correct metrics according to the highest standards though. As an SEO consultant I don’t do everything myself so that clients and their employees have to perform tasks I recommend them. Analytics often seems to be a low priority. You don’t have to give up yet though. That’s only half the story though.
5 Social Media Tips for Finding and Engaging Your Target Audience: New Research Do you know where your customers and prospects spend time online? Marketers have long relied on market research to determine where to spend their advertising dollars on television, radio and print advertisements. In the last few years, research organizations have begun providing intelligence on how consumers behave on social networks. The following article is based on new social media research studies. These findings will help you better strategize your company’s social efforts to match your customers’ behaviors. #1: Know Where Your Customers Spend Their Time Three recent research studies show active Internet users spend anywhere from 16% to nearly 25% of their online time on social networks. In comScore’s 2012 U.S. If trends continue, social networks will soon surpass Internet portals like AOL and Yahoo! Nielsen recently released the State of the Media: U.S. Note the significant differences between this Nielsen study and comScore's. PQ Media found the average U.S. Key Lesson: Case Study
The 6 Types of Social Media Content That Will Give You the Greatest Value Here’s a fact about your social media strategy: You want to post valuable content. You want engagement, virality, retweets, likes, shares, followers, and all the other good things that come to social media marketers. If your social media management doesn’t promote this kind of activity, then it’s not even worth it to keep trying! So the question is, what kind of social media content gets that kind of love? More importantly, what kind of content gives you the most value? “Value” here is defined in terms of revenue, ROI, KPIs, and engagement. So, rather than act on hunches, your mood, or what you ate for breakfast, let’s look at the data. Get Your Free Guide To Social Media Content That Will Give You The Greatest Value! 1. Infographics are the most socially shared form of content. In 2013, Slideshare reported: “The data’s in: Infographics have more virality than presentations and documents!” It’s still true. Here’s what they discovered. What type of posts typically receive a lot of shares? 2. 3.
Social Media ROI: The Metrics Muddle For the last few years, the hottest debates in social media have centered around metrics, and how to prove the value of your activities. Two years ago, we were debating whether or not we should even bother trying to calculate the return on investment (ROI) of our social media activities. Some people argued it was impossible, others that ROI wasn’t the point. We’ve come a long way in the last two years, and people like Katie Paine, Keith Burtis, Olivier Blanchard and Christopher S. Penn have shown us not only that we can measure the value of our social media activities, but how. Even so, as with many business buzzwords, there’s still some confusion about what we mean when we use the terms listening, monitoring, measurement, analytics and ROI. (Two things: I’ve since added “listening” to the list of terms, so there’s a bonus for you, dear reader. Listening Listening is the first step in the ladder. Monitoring I see monitoring as one step beyond listening. Measurement Analytics Trivial?