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By adaptive - May 9th, 2012
Hi all, Hope everyone is well? Plenty of activity across the social web this week… How brands are using Facebook [F]acebook recently rolled out its new Timeline layout and also now have a...
Hope everyone is well?
Plenty of activity across the social web this week…
How brands are using Facebook
Facebook recently rolled out its new Timeline layout and also now have a number of features aimed at brand advertising. A number of stakeholders have already been busy testing the new products such as Reach Generator, Offers, Logged Out ads and Premium that attempts to more closely match display ads with the content that individual Facebook users are loading onto their pages.
Already some leading brands have put out ads including Procter & Gamble with their Tide brand that linked to Nascar. The company stated that the campaign gave a 62% boost in engagement. Subway also used Premium and Logged Out ads to promote its spokesman Blake Griffin. The company experienced a ten-fold increase in traffic during the week-long campaign.
And Unilever used the Reach Generator to promote its Ben & Jerry's ice cream to connect potential customers with their ads that would not normally be seen by them. Brands can usually expect an announcement to be seen by around 16% of their fans. With Reach Generator, Unilever had a 98% connection rate over the 28-days the campaign was running.
Less than half of all marketers have integrated social into their branding
A new report from Forrester Research has indicated that just 48% of CMOs and marketing VPs have fully integrated social into their marketing strategies. The surprising statistics illustrate that corporations still have some way to go when it comes to understanding and utilising social media. However, 92% of respondents did state that social media had ‘fundamentally changed how consumers engage with brands.’
What’s more when asked if their company had a roadmap for social media, the response was that corporations appreciate the importance these networks now have for businesses, but they are still unsure about how to capitalise on them. The reports author Tracy Stokes stated that brands are “stepping back to see how the jigsaw fits into their marketing plan.”
In their latest showdown the Econsultancy has pitted Virgin America against United with some stark contrasts in how the two companies are using Twitter to engage with their customers. Virgin clearly wins with far more followers especially by region. United may have many more mentions across the social media network, but the vast majority of these are unfortunately negative comments made by passengers.
Yet another infographic that all corporations should pay close attention to shows the influence that good and bad shopping experiences can have. Developed by Monetate, the infographic shows that over three quarters (78%) of consumers would buy from a retailer they had a positive experience with, with nearly 90% having the opposite reaction.
A new piece of research commissioned by Mashable and completed by EyeTrackShop makes for very interesting reading. The new report clearly shows that users of Facebook spent more time looking at the image on the Timeline than actual posts on a brand’s wall. The report’s authors state: “The new Facebook Timeline limits the effective branding space, and the top portion of the page must be effectively utilized.”
Until next time….
The Useful Social Media team.