The number of social media users continues to increase across all platforms as consumers use social networking as a vehicle to navigate the ever-expanding media universe.
http://blog.nielsen.com/nielsenwire/social/2012/
Souce: Nielsen Tops of 2012: http://blog.nielsen.com/nielsenwire/online_mobile/nielsen-tops-of-2012-digital/
Consumer findings from the report include:
- 70 percent of respondents would rather hear about a new product from a Facebook friend, than from a brand.
- 57% have asked their friends on Facebook for advice before purchasing a product
- 31% say they don’t share products on social networks, while 63% say they share on Facebook, 25% on Twitter, and 22% on Pinterest
- 64% said that more Facebook “likes” on a product do not increase the likelihood that they will buy that product
- 44% say they are most likely to discover new products on Facebook compared to 21% on Pinterest and 13% on Twitter, but 37% don’t pay attention to posts about products
- 56% do not share things on social networks to get rewards.
Brand findings from the report include:
- Facebook Upstream Traffic: 2.46%
- Pinterest Upstream Traffic: 0.13% (Low)
- Twitter Upstream Traffic: 0.06% (Distant 3rd)
- 35% of companies researched had apps on Facebook that were not functioning and/or were out of date.
- 51% of companies have incorporated the Pin It button
You´ll find the report here: http://www.8thbridge.com/socialcommerceiq/
No shocking news here. But nice to get an overview - and interesting behavioral differences.
From 2012 Pew Global Attitudes Survey - http://www.pewglobal.org/2012/12/12/survey-methods-43/
“Overcoming the trust deficit in advertising is all about using social and owned media experiences in ways that give paid advertising more legitimacy”, says Nielsen Global Head of Advertiser Solutions Randall Beard And how do you give paid advertising more legitimacy?
- Identify an ideal that you and your company share with the market.
- Find insights. Listen and measure.
- Define/refine your business KPI´s
- Define/refine your Communication KPI´s that MUST be strongly aligned to your business KPI´s
- Create a paid, earned and owned meida audit for your brand.
- Act on it by focusing on interestplans vs mediaplans.
- Activate! Create different - ongoing – solutions and find out what roles different tools (mobile, social, digital etc) can play in making this happen. (Social Media, Events etc)
...in 100% combination with
Advertise! Tell people what you do and with whom. ( TV, digital, in-store etc)
> To maximize the number of potential new viewers, promote off your own air. Some networks may over-rely on their on-channel inventory, which only effectively reaches loyal, regular viewers. An analysis of promotional campaigns for a series of fall 2011 network premieres found that the average campaign reached 47 percent of Adults 18-49.The incremental reach from off-channel promotion averaged 4.4 reach points, including both cross-channel (free on sister networks) and paid ads on other networks. Importantly, among lighter network viewers, off-channel accounts for 7 incremental reach points of the 27 percent average reach. > For new shows, off-channel promos are key. In our analysis, viewers to a new show that were only exposed to on-channel promotion make up below 40 percent of the premiere’s audience. > For returning shows, sticking with promos on your own air may be enough. The largest share of viewers tuning in to the premiere is likely those who only saw on-channel ads, making up over 75 percent of the premiere’s audience. > Promotions on premiere day are critical. Typically, around one-third of the total audience of a premiere was only exposed to a promo that day. > Combine early and same-day promotions to pack the biggest punch. Those exposed both long before and day-of premiere typically account for nearly half of the premiere’s audience. What the Nielsen findings do not cover is the importance of activating potential viewers:
Time spent with marketing solutions = people will watch what they already have invested time with.
Nielsen: http://blog.nielsen.com/nielsenwire/media_entertainment/six-ways-tv-networks-can-drive-viewership-through-effective-marketing/
Nielsen: http://blog.nielsen.com/nielsenwire/media_entertainment/six-ways-tv-networks-can-drive-viewership-through-effective-marketing/
> Humorous ads have consistently resonated best with viewers, regardless of the economy or year > During the recession, there was a notable lift in effectiveness of sentimental and value-oriented ads > Ads focused on product features and promotion/price do not resonate with viewers . . . . even during tough economic times > The performance of narrative and sentimental ads has improved since 2006 How and why: http://www.slideshare.net/joakimnilsen
Nilesen: http://blog.nielsen.com/nielsenwire/media_entertainment/economy-proof-ads-funny-beats-frugal-in-advertising/
When it comes to traditional, paid media, while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011. Still, in 2011, overall global ad spend saw a seven percent increase over 2010, according to Nielsen’s most recent Global AdView Pulse. This growth in spend was driven by a 10 percent increase in television advertising.
A customer´s full value should include a measure of that person´s abillity to bring in profitable new customers. According to V.Kumar, Petersen and Leone these customers are NOT your most loyal customers. In other words, your most loyal customers are not your most valuable ones.
More takeaways from http://weigend.com/files/teaching/haas/2008/readings/KumarWordOfMouthHBR2007.pdf :
- A corporation that accurately targets those of its customers who are likely to make profitable referrals will earn a better return on its marketing investment than its competitors that do not.
- Identify the behavior (not what they say,) and value of your customers and divide them into affluents, champions, advocates and misers.
- Create targeted marketing that create more refferals by affluents, more purchases by adocates and more of both by misers. Of course it´s important that focus is not only on increasing purchases, but also to make it easier for your customers to communicate positive information about your product/service. For CRM tactics this information is useful. But: Yes, for growth, a brand needs to get more people to buy - and buy more. And the brands that achives most growth are the ones who´s marketing efforts are focused on, and resulting in, getting more people to talk positivly about their product/service. Getting existing customers to market within their social networks is a smart thing to do – done right. But focus on simple refferals incentives towards existing customers alone is not enough. You need to focus on the whole market. 1. Start with getting at least 10% of your employees to become active advocates both in social media and offline. If you succeed with this you will create a tipping point for sustainable change. 2. Why should your employees advocate your product/service? Because you have identified an ideal - a meaningful purpose for your brand. That both your employees and the market shares. This activates your employees, who will activate the market. 3. People don´t care that much about what you have to say about your product/service. The care about stuff they are interested in. So create interest plans with focus on making the lives of people better. Something that helps people, gives them beauty, serendipity, give them stuff they did not know they wanted, amaze them, tell stories and entertain, give people the chance to help, help them meet new people, strengthen existing relationships, help them to be someone – to belong. 4. Based on this strategy:
Activate! Create different - ongoing – solutions and find out what roles different tools (mobile, social, digital etc) can play in making this happen. (Social Media, Events etc)
...in 100% combination with
Advertise! Tell people what you do and with whom. ( TV, digital, in-store etc) This means you should launch many solutions, measure and test live. Those that seems promising – advertise online/social. Those that deliveres according to business metrics – premium paid media scale. And here is the good part – brands are perfect for helping people express their identity , passions and plans. It´s TREMENDOUS opportunities for brands right now. Nail those interest plans! The hard part? You need to do it. You need to create something that is experienced so meaningful that it becomes a social currency. Creative passion and excellence, break the rules, extreme humor, provoking cause, co-create, use of celebrities and/or unconventional use of media is needed. (according to IPA) Do this and your product/service will be talked about and growth will follow.
More takeaways from http://weigend.com/files/teaching/haas/2008/readings/KumarWordOfMouthHBR2007.pdf :
- A corporation that accurately targets those of its customers who are likely to make profitable referrals will earn a better return on its marketing investment than its competitors that do not.
- Identify the behavior (not what they say,) and value of your customers and divide them into affluents, champions, advocates and misers.
- Create targeted marketing that create more refferals by affluents, more purchases by adocates and more of both by misers. Of course it´s important that focus is not only on increasing purchases, but also to make it easier for your customers to communicate positive information about your product/service. For CRM tactics this information is useful. But: Yes, for growth, a brand needs to get more people to buy - and buy more. And the brands that achives most growth are the ones who´s marketing efforts are focused on, and resulting in, getting more people to talk positivly about their product/service. Getting existing customers to market within their social networks is a smart thing to do – done right. But focus on simple refferals incentives towards existing customers alone is not enough. You need to focus on the whole market. 1. Start with getting at least 10% of your employees to become active advocates both in social media and offline. If you succeed with this you will create a tipping point for sustainable change. 2. Why should your employees advocate your product/service? Because you have identified an ideal - a meaningful purpose for your brand. That both your employees and the market shares. This activates your employees, who will activate the market. 3. People don´t care that much about what you have to say about your product/service. The care about stuff they are interested in. So create interest plans with focus on making the lives of people better. Something that helps people, gives them beauty, serendipity, give them stuff they did not know they wanted, amaze them, tell stories and entertain, give people the chance to help, help them meet new people, strengthen existing relationships, help them to be someone – to belong. 4. Based on this strategy:
Activate! Create different - ongoing – solutions and find out what roles different tools (mobile, social, digital etc) can play in making this happen. (Social Media, Events etc)
...in 100% combination with
Advertise! Tell people what you do and with whom. ( TV, digital, in-store etc) This means you should launch many solutions, measure and test live. Those that seems promising – advertise online/social. Those that deliveres according to business metrics – premium paid media scale. And here is the good part – brands are perfect for helping people express their identity , passions and plans. It´s TREMENDOUS opportunities for brands right now. Nail those interest plans! The hard part? You need to do it. You need to create something that is experienced so meaningful that it becomes a social currency. Creative passion and excellence, break the rules, extreme humor, provoking cause, co-create, use of celebrities and/or unconventional use of media is needed. (according to IPA) Do this and your product/service will be talked about and growth will follow.