By adaptive - April 25th, 2012
Hi all, Hope everyone is well? Plenty of activity across the social web this week… Is social media for all corporations? [Y]ou would think that social media applies to any company, but a ...
Hope everyone is well?
Plenty of activity across the social web this week…
Is social media for all corporations?
You would think that social media applies to any company, but a new infographic from Go-Gulfputs a different spin on things. Not surprisingly the usual suspects topped the poll of the most active on social networks including Coca Cola and Nike. But what is interesting is that some large corporate entities such as oil companies have no showing, but would you really ‘like’ Shell?
The shift away from blogging is also shown with the number per industry in decline. It would seem that Twitter and Facebook rein supreme in this space. Corporate blogging took a while to take off and become established and still has value, but corporations are increasingly investing in other social platforms.
Social media works on TV
According the latest research from Accenture social media calls to action that appear on TV can be highly effective and support the idea that consumers are adopting a ‘second screen’ behaviour. Figures from Forrester drive home this theory stating that 85% of US tablet owners use their device while they watch TV.
Sarah Rotman Epps from Forrester notes: "If your product is something else besides media — a software application, a bank account, or apparel, for example — assume that the living room is the primary place where consumers will engage with you from their tablet, and that the TV will most likely be on."
The Accenture research is telling in that it reveals that 64% of TV viewers recall seeing the Facebook Like symbol, with a third actually interacting with the brand after or during the TV programme. More information about a product, service or brand was the most popular reason for interacting, with 16% actually making a purchase. The most active age group? Not surprisingly the 18-24s.
What’s more, corporations now seem to ‘get’ what social media is about with Accenture stating that nearly three-quarters of those polled said their expectations where met when they interacted with the brand after seeing the social media prompt on TV.
Take a Pintermission with Honda
The latest campaign from Honda for their new CR-V asks customers to get away from their computers and explore the world – hopefully from the driving seat of a CR-V of course with a $500 incentive to have a break from Pinterest. This network has seen meteoric growth over the last year with many brands experimenting with the network.
Lauren Ebner, Assistant Manager of Social Media at American Honda Motor Co commented at Advertising Age: “It’s such a fast-growing social-media network and seemed like a really good, different, creative outlet for us and a chance to use a visual medium to promote our cars. We wanted to have the opportunity to put images of our cars on there … as a way to drive people back to our website.”
The graphical nature of Pinterest is clearly grabbing the attention of brands that can see the visual power that the site can offer to their goods. Already competitions from companies like Confused.com have proven highly popular. Recently the company asked women to pin images of themselves in their favourite heels to their board delivering a great response from Pinterest’s core demographic.
Only see positive ads on Facebook thanks to Dove
In 2011, Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-to-17-year-olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful.
The study also found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls' confidence as they grow older. Though Dove efforts have moved the needle in a positive direction, there is more to be done.
As part of the Dove campaign for real beauty the brand has created a Facebook app that replaces many of the ads that women find demeaning about their weight with positive sentiments and comments. It’s not clear how the app actually works, but if it is able to replace legitimate ads on a Facebook account page, this is a powerful tool.
The members only travel site has announced astonishing take up from its latest promotion. The Kate Spade competition gained over 23,000 entries online and 54,000 from in-store promotion. As registration was needed, this gave 77,000 new members to Jetsetter. Drew Patterson, CEO at Jetsetter said: “We’ve learned that sweepstakes can be a successful and cost-effective acquisition tool as long as the audience aligns with our brand. The Kate Spade customer aligns perfectly with the Jetsetter customer.”
Visitors to the Elle Facebook page will see a new tab that invites them to browse six areas of current season fashions. The new move by the magazine also includes an interactive component whereby visitors can ‘love’ , ‘want’ , ‘own’ or ‘buy’ and item. Their choices are automatically shared on their timeline. With this level of interaction, Elle hopes to move to the next stage whereby this market data is used for targeted advertising.
The Beyond Digital report from IBM should be required reading by all corporations that want to understand their digitally savvy customers. The report states: “The much heralded “connected consumer era” is no longer on the way; it has arrived. Today’s connected consumers are empowered, demanding instant access to personalized content on their own terms. To satisfy connected consumers, as well as ecosystem partners, Media and Entertainment providers must move “beyond digital” to deliver individualized experiences on demand, at any time.”
According the latest research from Experian Marketing Services 84% of consumers said they would no longer buy from an organisation that failed to take account of their preferences, purchasing history and other customer information. More than half would actively recommend and endorse a company that effectively managed and linked its customer data to inform marketing campaigns.
Nigel Wilson, Manager Director, Data & Analytics at Experian Marketing Services, said, “Personalised marketing campaigns driven by the insight gained from a complete picture of customers through a Single Customer View across all channels from website to social media to call centre can bring hugely positive results for businesses, yet there is growing intolerance of brands that fail to get the basics right and some clear evidence that marketers are struggling to effectively link their data.”
Facebook will shortly be launching a new addition to its Ad Manager that will deliver more insight into the behaviour of users. The new service will allow brands to see how their fans are actually responding to the ads they have placed. The new feature called Action Measurement will appear as an additional component of the general Ad Manager dashboard.