Likes, loves and loyalty

Image: Courtesy of TIBCO

We really enjoyed TIBCO Loyalty Lab’s recent presentation at ADMA’s Lunch and Learn. Brett Hannath, the Lab’s Director of Marketing, was talking about monetising on brand engagement through social interactions.

Here are a few takeaways from their most recent whitepaper called Success with Social Loyalty. Continue reading

#MelbCup: Shoud have listened to Twitter

Screen grab of a video by Guardian, Channel 7 Melbourne Cup live broadcast.

The race that stopped the nation for several minutes has had all the online community talking for days.

It started with @melissahoyer, @becjuddloves, @napoleonperdis, @Myer_MyStore
and the likes twitting fashion images: Rose Byrne, Jennifer Hawkins, Duchess of Cornwall
and dresses, hats, hats and more hats … Continue reading

39 kilometres of social media coverage

A snapshot of a YouTube video by Red Bull Stratos.

By VLAD ANDRIANOV, ADMA

Felix Baumgartner fell to Earth from stratosphere on Sunday, travelling faster than the speed of sound without the assistance of a craft.

It was a giant leap for a man, as well as for the YouTubing, Facebooking and Twittering mankind.

Here’s how his four-minute, 20-second death-defying fall translates to social media numbers: Continue reading

The Default Relationship between Brand and Customer

By ADMA

Twitter seems to have its fans and its detractors and a fair proportion of marketers who just don’t know whether it’s worth investing the time and effort in the network. So here’s a positive look at the tool and a summary of some of the things you can do with it.

Research conducted in late 2011 with over 1,000 Twitter users revealed some fairly significant insights. 1 out of 2 users who tweet a complaint about a company on Twitter expect the company to read their tweet.  Interestingly, only 29% of users who did tweet a complaint to a company received a response.

Of those 29%, over 50% say they ‘liked it’ and 32% say they ‘loved it’. Remember these were twitter complaints. Further, 34.7% were very satisfied and 39.7% were somewhat satisfied with the response. That’s a really positive result, again given that these were twitter complaints.

Not only has a dialogue started between the customer and the company (one that can be built on over time) but a resolution to the problem was achieved in the majority of the complaints. Continue reading

Mobile Apps Under Scrutiny

By Melina Rohan, Director Corporate and Regulatory Affairs, ADMA

High profile app developers are facing increased scrutiny as a result of a class action lawsuit being launched by 13 smartphone users in Texas.

The companies named in the lawsuit include Apple, Path, Hipster, Twitter, Facebook, Yelp!, Foursquare, Rovio (Angry Birds) and Zepto who have allegedly being collecting and storing user’s address books without users’ permission. Continue reading

Why you may be Sabotaging your Social Media Marketing

By Mike Hickinbotham, Head of New Media, Telstra

Fascinated by Research in Motion’s (RIM) efforts to reverse their declining market share, I read with interest a post by Alex Goldfayn titled 7 Marketing Lessons from RIM’s Failures. One of the marketing lessons was RIM’s inability to determine if their customer was the enterprise or the consumer. As a social marketer, you could be making a similar mistake. You could be sabotaging your social marketing efforts if you are failing to determine if your objective is to target customers or consumers.

 

Step one – Learn who makes up the majority of your followers

Chadwick Martin Bailey and Constant Contact’s research highlights the majority of brand followers are customers. In Facebook, 58% of people that follow a brand are customers and in Twitter, 64% of people that follow brands are customers. Using research conducted by Ehrenberg-Bass Institute, an Australia-based marketing think tank, Advertising Age states “Facebook fan bases skew toward heavy buyers rather than more casual shoppers”. While the research indicates your customers are the majority of your followers, it’s important to assess the split of customers to consumers on your accounts. One way of doing this is by assessing the customer/consumer personas of people that have a voice on your social accounts.

Step two – Determine if you are sabotaging your marketing efforts

A customer versus a consumer based social media campaign has two very different business objectives. When targeting customers, it’s likely you will focus on upsell/cross sell opportunities and reducing churn rates. When targeting consumers, it’s likely you will focus on raising awareness and increasing acquisition. If the majority of your fans are customers, long-term social marketing efforts targeting consumer acquisition will require a different social media strategy than if your objective is reducing customer churn.

Step three – Strategies to build inside (customer) out (consumers)

Focus on your customers and set yourself up to allow WOM to scale quickly To start off, every brand is in a different situation with operating variables that ranges from talk-ability of the industry (ex: fashion versus insurance) to resources (ex: media budget to raise awareness of social marketing to a mass audience). If you are using social media to achieve a commercial outcome, investing resources in media is critical to access a mass audience that will expose your content to consumers.

Aim for quality over quantity. Finding fans that are ‘brand loyal’ requires a strong focus on product or brand related programming/content. Avoid offering too many attention grabbing discounts because you won’t know if they like the brand or the discounts.

Make your content ‘liquid’. Develop content that could increase the user’s social capital. In reference to Coca Cola, Jeff Bullas talks about liquid content as “creating ‘Ideas’ so contagious that they cannot be controlled”. This can aid your efforts to have your customers share your content within their social networks that could help expose your content to potential consumers.

Tap into offline networks. MIT published a report that states media exposure and traditional networks were critical to Twitter’s early growth. The video below profiles Twitter’s early growth.

Critical mass was first achieved in San Francisco and quickly spread to the area around Boston. This correlates with the common knowledge these two regions are home to a similar base of young and tech-savvy individuals with shared common interests.

How does this insight relate to you?

  • What social proofs intersect with your product/service that can be leveraged to fuel the big idea behind your social marketing?
  • Can you assess any geographical trends for new product adoption either from online sales or your retail presence?
  • How are the rates of adoption for your products and service corresponding to media exposure either through paid or earned (PR) media?

Mike Hickinbotham is currently Head of New Media for Telstra. This blog was originally produced by Mike for his personal blog, “Socialising the Corporation

10 Must-Haves for your Marketing Plan

By Nina Hendy 

As the list of ways to promote your business grows, working out the most effective way to spruik your business can be half the battle. That’s why it’s vital that small-and medium-sized businesses put a solid marketing strategy in place and make sure they don’t deviate from the plan.

Here are 10 things your plan must do.

Continue reading