Every Monday, I recap 9 social media news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
1- You’re not going to get good word of mouth if you don’t ask for it
We don’t jump up and say, “Time to write a review!”
We need to be asked, to be reminded, and to be thanked.
Companies that collect social data are taking on Facebook with claims they can do better at targeting ads beyond the social sphere. Clients such as AT&T, American Express and eBay are tapping firms such as 33Across, which says it has amassed brand-affinity data on some 1.25 billion consumers. Media6Degrees is shifting its emphasis from “social” to “prospect” targeting.
3- Brands Give Facebook F-Commerce an ‘F’
A study of companies worldwide fromSHARE and GUIDE SHARE EUROPE and sponsored by IBM and Marist Collegefound that only 52.8% of respondents were currently monitoring open online social media communities or networks. [Unisphere Mediacollected the data in January and February 2012. The study was written by Unisphere analyst Peter Auditore.] A majority of respondents were IT professionals, with others including CEOs and those performing management and other business functions.
However, while nearly half of companies were not monitoring social media, 22% of respondents said they would increase monitoring significantly in the next year, with an additional 37.9% saying they would do so over the next one to two years.
Sales that come after exposure to a brand on social channels yield an average sale of $280, compared to less than $100 for sales generated by natural search, according to a study from e-Dialog and ClearSaleing. The study offers tips for marketers looking to use social media to boost the value of conversions.
As marketers look to integrate their advertising efforts into a more cohesive strategy, many are eyeing digital media, specifically owned and earned media.
According to a February report from the Society of Digital Agencies (SoDA), digital marketers worldwide are investing a greater portion of their total marketing budget online this year, which is not surprising given their familiarity with the medium. One third expect to invest 60% or more of their ad budget digitally.
Let’s say Stacey, Jennifer and Tara are on lunch break at the mall, and are headed to the food court. Jennifer asks where they should eat, when Stacey points out that Olive Garden has their unlimited soup, salad and breadsticks lunch, it’s delicious, and well under $10. Jennifer agrees, that does sound pretty good!
Allister Frost, head of digital marketing strategy at Microsoft
“In terms of social data, we’ve moved beyond measuring numbers and actions. Do that by all means – but it’s easy – the real value lies in getting business-minded people to apply econometric modelling and work out what to do with it.”
“I’d like to see Facebook implement a ranking system for ‘likes’, based on new levels of value – maybe tailored to each brand.”