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Showing posts with label Social Media. Show all posts
Showing posts with label Social Media. Show all posts

Tuesday, 4 September 2012

Best Insurance Social Media Case Studies


Taking good care of customers means connecting with them in a way that suits the demands of their lifestyle and social media has emerged as a wonderfully successful platform for companies to do just that. Whether the issue at hand is technical support, promotion or answering pre-sales questions, the platform offered by Twitter in particular brings companies together with their customers in a fast, simple and very intuitive way.


1. State Farm Insurance @statefarm

State Farm Insurance

Utilizing their Twitter page as a full communications platform for customer promotion, State Farm offers several tweets each day to its more than 25,000 followers that showcase insurance related news, contributions to good causes and in-company promotions. Reaching out directly to customers seems to take a back seat with the State Farm Twitter account, providing them a strong opportunity for social growth in the future, especially given their large following.


2. Progressive Insurance @progressive

Progressive Insurance

Running a Twitter operation very similar to State Farm’s, the social media team at Progressive Insurance focuses on delivering news and promotional material to its followers while occasionally communicating directly with clients. With company news and statements at the forefront, Progressive shares State Farm’s potential for growth in social media use.


3. Geico @geico & Geico Service @geico_service

Geico Service

Geico serves as an excellent example of a more thorough use of Twitter by an insurance firm, using two accounts to separate news and commentary from direct customer service opportunities.
According to autoinsurancequotes.net, the company’s main @Geico account serves as a conduit through which Geico presents its face to the world, offering news, promotional material and general hilarity in an effort to work within its historically fun branding scheme. On the other side of the Twitter-use spectrum, the @Geico_Service account works directly with customers, messaging back and forth using the public platform in order to make first contact easier for everyone involved.


4. Esurance @esurance

Esurance

Using their Twitter account strictly as a public relations tool, Esurance keeps it followers informed about company news and marketing promotions while adding in a dash of personal information about the people behind the company itself. Insurance related tutorials posted on its website also play a role, giving customers useful information on how to avoid the accidents that lead to auto insurance claims.

5. American Family Insurance @amfam

American Family Insurance

Touting personalized tweets from “Tom and Debra,” the Twitter feed of American Family is unfortunately lacking in its approach to a personalized dialog with its existing customers but, with more than 10,000 followers and a wide range of promotional activities tweeted about, the company is able to take good advantage of new potential customers.
While after-sales customer service is hugely important, attracting new buyers through promotions is equally crucial from a marketing standpoint, and this obviously holds true with American Family.

6. Northwestern Mutual Insurance @NM_News

Northwestern Mutual Insurance

Supplanting promotion material with educational material, the Northwestern Mutual Twitter account offers nearly daily links to informative articles that aim to help customers new and old to choose the best policies for their lifestyles. While not exactly hands-on, this approach does a great service for Northwestern’s customers by keeping them in the loop on a subject that is often seen as complex and difficult to understand.

7. Chubb Insurance @ChubbInsurance

Chubb Insurance
Chubb Insurance takes an approach similar to that of Northwestern where its Twitter feed is concerned, using the platform almost exclusively for the purpose of customer education. With a level of follower interaction that lies above most of the examples above, Chubb’s Twitter account also serves as a more friendly face to the world for the company.



http://SocialBusinessToday.net - The Best in Social Business

Tuesday, 31 July 2012

What Kind Of Social Media Animal Are You?



Social media as a phenomenon is successful because it satisfies a few basic human needs. We are all programmed to connect, to gossip, to show off our status to the pack and to want to know what everyone else is doing.
I recently read an article that suggested all users were the same mindset, a totally ridiculous idea as there are many types. So forget Myers Briggs, this is myer’s blog guide to social media types. I have no idea what bird Twitter’s logo is, but here’s 10. Which one are you?

1. THE STARLING. Starlings are pack birds and move in groups. It’s all about feeling connected, you must always be part of the group. So get lots of friends, lots of followers and follower lots of people too.
It’s important to know what is going on in the pack or you may get left behind, in fact this can be more important than real life. And keeping up with the pack is essential. This is a perfect example of submissive ‘social norming’ where the pack behaviour dominates the individual’s behaviour. You may recognize the typical teen girl here. You see them walking about with phone in hand so absorbed they are cut off from the real world.
Many psychologists have deep concerns about the effect SM has upon vulnerable teens minds. (I think this is the bird most like the Twitter logo.)

2. THE CROW constantly crows for seemingly no reason, they just seem to like making a noise. See the comparison to Twitter, or maybe it should have been called ‘crowing’ rather than twittering. For the Crow it’s all about getting attention by making noise and humans being social animals need attention. The more social media noise we make, the more we feel we are being herd. The fact few people are actually listening is not the key factor. It’s about monologue not dialogue.

They also like to criticise, YouTube is a must, here it’s acceptable to slag off the video. A Twitter fact, 50% of al Tweets come from just 0.5% of Twitters, 90% from just 10%. And I bet a lot of those are PR agencies! That’s a lot of crowing.

3. THE PEACOCK. What you Tweet or post on Facebook or LinkedIn says a lot about you. We all know that social media is the best lie ever. We can fake an identity, make people think we are dynamic, party going people who live for the moment and live life to the full. That we have hundreds of great friends who all love us.
There has been a defining type of party image that now results in what is called the ‘Facebook pose’. Hands spread out, head towards camera, wide eyed and big mouth open. Yet we also reveal another side, one that shows we are caring community grounded people with a passion for justice. And we like cute kittens too.

Psychologists say that this act of making ourselves look like we are living wonderful lives actually has a downside, we can easily feel inadequate, that others are actually living better lives for real, so leading to depression and isolation.

4. THE MAGPIE is one creature that seems to display OCD. Some people just can’t help themselves, collecting as many friends as they can, endlessly Twittering and messaging the world. It’s an obsession, a deep psychological need. They search the web for articles to collect.

Every new social networking gimmick becomes another chance to waste more time in between therapy sessions. Take Pinterest… perfect for exercising your OCD, the chance to post your collection of nothingness so others can view it. They are also the same at home in, where they cover the fridge in notes, sayings and postcards. You know the type.

5. THE OWL. Some people just like to be know it alls. One upping on others to find the newest, must unusual or extreme blog, article or video. They want you think how clever, finger on the pulse, trend hunting person they are. Desperate for recognition.

6. THE VULTURE is all take and no give. They use SM for their own greed gains. They love networking with a mission, linking up with people who may serve a use. Often bragging about their ‘who’s who’ list of connection.
Ambitious, driven and curious, they also prey upon others, listening but never returning. They nose into your picture gallery, interrogate your messages, what you are up to, check out your friends and then next day make that comment that lets you know they are watching.

7. THE PIGEON has been called a ‘rat with wings’ or ’a flying goat’ as it eats almost anything. Pigeons are interested in offers, deals, knowing what’s happening. They are hanging around everyone to pick up the scraps. Social media sites are like crumbs on the pavement, the next meal. They like to re-message other people’s messages, finds and ideas.

8. THE PARROT does it because everyone else is doing it. Not much else to say really.

9. THE PENGUIN is a light user of social media they almost don’t count. They don’t do a lot. They pop in and out as they please. No loyalty except to vouchers. They are on SM because they occasionally need to be.

10. THE DODO. “I don’t do social media.”
I’m sure we could add anouther 10 types, what would an Eagle be? Or a Pelican? Or an Ostrich?
So where do brands fit in? Do we have a special category for them? I’ll let you figure out if most just end up as crows or as one of the others.
If you like this article don’t forget to impulsively click the LIKE button, or why not post it on your Facebook page and look one step ahead, and Twitter it too. #SMbirds



http://SocialBusinessToday.net - The Best in Social Business

Friday, 11 May 2012

How To Use Social Media To Win New Business


With 800m users on Facebook, 200m on Twitter and other networks also booming, the potential to find new customers via social media has never been greater. Whether you're already up and running or a novice, the experts say the crucial thing is to prepare carefully and do it right. Chris Maxwell from Director magazine, the magazine of the Institute of Directors, investigates.
Don't know your Twitter from your Tumblr, or your Facebook from your Flickr? Then a huge well of potential new customers for your business is lying untapped right now. A recent survey by Research In Motion, the makers of BlackBerry, found that 69% of small firms using social networks felt it helped them to compete more effectively with larger competitors. The research found that 53% of business leaders who utilise social networking were pursuing a growth strategy while among those who don't use it, 70% were focused purely on cash management.
 
It's understandable that many companies are yet to take full advantage of social media – so say the experts at research consultancy TNS, who recently completed a survey of more than 72,000 consumers in 60 countries and concluded that brands
are losing time and money online with ineffective social media strategies. "Social media is still a relatively new phenomenon in terms of its mass-market adoption," says chief development officer Matthew Froggatt. "So companies not having their stuff together in this area is excusable.
 
"There will be people who will pile in with both feet and waste lots of money, and those who stand on the sidelines and miss out on an opportunity. It is only through deploying precisely tailored marketing strategies that they will be able to realise this potential."
 
Here, then, are five dos and don'ts for businesses to consider when seeking new customers via social networks:
 
DO…
Channel your efforts
"Choosing the wrong channel, or simply adding to the cacophony of online noise, risks alienating potential customers and impacting business growth," says Froggatt. So, first, it's crucial to think about which of the main networks you choose to use and how you approach them. According to Mashable.com, the online social media hub, Twitter should be seen as conversational and quickfire – the place to give bites of the latest company news, personal insights from you, the business leader, and responses to customer queries. Facebook is about sharing and involvement – so use it to post links to presentations, photos of new products, invitations to events and to ask customers questions useful for research. LinkedIn is the place to showcase the complete professional credentials of you and your business to a potential customer and should always be up to date. Google+, meanwhile, segments people into groups by their interests and targets them with relevant information.
 
BUT DON'T…
Open too many accounts
A new report from Altimeter Group found that the average enterprise-class company has 178 corporate-owned social media accounts – many of which lie dormant. "It's just a poor customer experience, because it's been abandoned," says Jeremiah Owyang, author of the report.
 
DO…
Lead from the front
An interesting, regularly updated social media presence from the leader of a business can really impress potential customers. Many chief executives are deterred by the perceived time commitment, but Twitter, Facebook and Google+ user Sir Richard Branson says it's not such a chore. "It's not that hard to do," he says. "It's fun to share what I'm doing and who I'm with – be it at a Carbon War Room meeting with climate wealth entrepreneurs, the Grand Prix with Rihanna, checking out Virgin Galactic space vehicles with future astronauts or raising money for the London Marathon."
 
BUT DON'T…
Let it become a distraction
Neil Patel, founder of customer analytics company KISSmetrics, says a chief executive's social media account is less sustainable if attended to on an ad-hoc basis. "The funny thing is most people get in trouble with social media because they don't schedule times of engagement," he says. "Because of this they end up on it all day, being distracted from important work and then feeling frustrated and throwing in the towel. You are the master of social media. Set aside an hour each day to check on all your social media sites."
 
DO…
Be sure to respond
Once you open up a channel of social media interaction, consistently responding to any correspondence received is essential, and can impress existing and potential customers. A survey by Mr Youth, a New York-based marketing agency specialising in social media, found that brands using social networking are responding to only 61 per cent of inquiries made on their Twitter accounts, and 55 per cent of inquiries on Facebook – and yet conversions to purchase have reached as high as 80 per cent when potential customers received a response.
 
BUT DON'T…
Only answer when you have to
"On the one hand there's the chance to respond quickly when an answer is demanded, to demonstrate you're listening and you care," says Froggatt. "But then there's also the opportunity, when there's less expectation of a rapid response, to surprise and delight with a message which demonstrates that the brand is out there, alive and being sociable."
 
DO…
Keep it real
While demonstrating to people that you're there and you care can enhance their perception of your brand, businesses should resist the temptation to over-exploit this direct line to customers. Remaining true to the spirit of personal social media interactions is key, says Patel: "Chasing followers makes you look desperate. You should provide great content and discussions on your social networks that makes people want to join." Froggatt agrees: "Social media space is not brand space – it's owned by consumers. People's Facebook page is their space and their world. Brands were not invited to this party, so they need to think carefully about how they pitch up."
 
BUT DON'T…
Fall into the spam trap
"In 2009, when Twitter was all the rage, it was easy to follow someone and get them to follow you back," says Patel. "That doesn't work so well now because so many businesses abused those followers with spam." Research by InsideFacebook.com, the tracking site, notes that auto-posting messages to Facebook decreases likes and comments by 70 per cent.
 
DO…
Use existing followers as advocates
Users can be cynical about cold contact from brands via social networks, but that caution appears to ease if this type of contact is passed on via a friend. Research by KISSmetrics claims that 38 per cent of Facebook users would be more likely to become a fan of a brand on the network if they saw that a family member or friend had done so. Encouraging your existing followers to recommend you by giving you a 'like' or sharing a link is a useful tactic of reaching more potential new customers.
 
BUT DON'T…
Expect them to do this for nothing
"We asked people why they engage with brands online," says Zoe Lawrence, head of influencer marketing at TNS. "And the answer in the UK was 'we want something from it – we will advocate for a discount'. People are conscious of their potential to influence what a brand is doing." Offering incentives like entry into a prize draw or making people eligible for a discount by giving you a 'like', or sharing a particular product link, is a way to gain followers.
 
DO…
Use it to test new products
With a growing base of followers in place, brands should generate interest in new products ahead of launch by making social media an integral part of a broader development and marketing process, says Justin Cooke, founder of digital agency Fortune Cookie: "These things can be blended to good effect, as Philips did with their Wake Up The Town experiment to test its natural daylight lamp in Svalbard, Norway – a powerful campaign [which included the use of Facebook, YouTube, Twitter and blogs] seen and engaged with by more than 2.5 million people."
 
BUT DON'T…
Overlook opinions you didn't seek
Making time to read what your followers are talking about among themselves can also pay off. "If there's a discussion going on about your biscuit brand and someone says 'I wish they made an orange flavour', and everyone else is agreeing, that's a little piece of insight you would have never otherwise received that's coming naturally from the consumers," says Lawrence. "If that's the case, I'd suggest trialling an orange one."
 
DO…
Allocate enough staff to social media
"Once you're in properly, you can't have a good social media quarter and then run away," says Froggatt. Cooke agrees, and believes staffing properly is crucial. "A key consideration is the resources you invest to listen, moderate and respond in social spaces," he says. "Dedicated internal editorial resource is a key investment priority to maximise the value of operating social media and provides feedback to the business about how your customers want to interact."
 
BUT DON'T…
Fail to provide guidelines
"It's imperative you provide clear guidance on what they can and can't say about their employer and their work publically in social spaces," says Cooke. "As we have seen in the media recently, Twitter comments need to be treated as if you are speaking to a journalist holding a microphone."
 
DO…
Include apps, widgets and tools
London's City Airport has launched a Twitter tool allowing followers to check real-time details on flights by tweeting their flight number to @lcyflightinfo. The result has been a Twitter and Facebook following three times more likely to engage with and recommend the airport via social networking than any other European airport. "Social media has transformed the way the airport communicates and interacts with customers over the past two years," says chief commercial officer Matthew Hall.
 
Simple Google searches can locate an endless array of free, quickly downloadable interactive elements to add to your sites – from voting polls to shopping baskets.
 
BUT DON'T…
Lose consistency
The more sophisticated your cross-social media platform activities become, the more important it is to keep a consistent brand message emerging from all of them. "You need to think holistically about how you package and integrate material across brand website, blog, LinkedIn page, Facebook page, YouTube channel, Twitter feed, Flickr account and so on," says Cooke.
 
DO…
Get the measure of everything
"Your social media engagement needs to be underpinned by clear objectives and measurable KPIs just as you would have in any other aspect of your business," continues Cooke. "Integrating social media analytics is critical to understanding the role of social media in your customer engagement. Over time you'll be able to show the impact of social media on customer activity." With user friendly social media dashboards such as HootSuite able to track the activity of all your social media sites at once, this kind of information is easily accessible and, most importantly, not hugely time-consuming.
 
BUT DON'T…
Stop there
Keep an eye out for emerging players in the social media sphere who could prove a useful path to new customers. For example, Tumblr, the well-established blogging site, surprised even itself with a sudden six-fold growth last year – "all of a sudden, we started to get a lot of international traffic," says chief executive David Karp of the uplift that saw three billion extra hits in 2011.
 
DO…
Be patient
An effective social media strategy requires time and, if available, extra resources – but business leaders should resist their natural instinct to see rapid returns and look at the longer-term picture, says Patel. "When you start using social media to drive business to your company, set aside the desire to see immediate results. Build relationships."
 
BUT DON'T…
Take negativity to heart
When you open up to opinions from your customer base, it's inevitable that there will be negative comments – research by TOA Technologies claims that 80 per cent of customer service tweets are negative. But people's tendency to use social media for gripes isn't deterring Branson. "Social media allows me to hear what people are saying on a daily level about each business and the brand, too – the good, the bad and everything in between," he says.



http://SocialBusinessToday.net - The Best in Social Business

Friday, 4 May 2012

How to establish a social media voice?


Instagram fan page on Facebook
There are many ways for sustainability professionals to make the most of popular platforms such as Instagram or Pinterest. Photograph: Karen Bleier/AFP/Getty Images
I was running a workshop earlier this week teaching a group of professionals how to "think like editors" and by doing so, start creating stories and content that have value and are useful to social mediaaudiences.
It's a course I've run many times and, as with anything you do a lot, it's easy to become a bit complacent. So, when it came to the part of the workshop where I try to demystify the new buzzword platforms and networks that are springing up, I felt pretty calm answering everyone's questions until someone asked: "So I've been hearing a lot about Pinterest. That's just about images, right?"
"Oh, yes, just images," I said with the confidence of a man who had spent the previous evening engaged in some hardcore "pinning".
Wrong. It turns out this hottest of hot new social networks has been offering video pinning since last August.
Why this self-indulgent minor mea culpa? Well, part of my job is to keep on top of the latest social technologies, platforms and apps. So if I'm making such a social media geek schoolboy error about a network as influential as Pinterest, how can more "normal" folk hope to navigate the increasingly Byzantine social tech landscape, never mind use them effectively for sustainability communications?
In the past six months Pinterest has skyrocketed in terms of users and popularity, while mobile photo app Instagram was snapped by Facebook for a cool $1bn (£618m). Yet, away from the headlines, dozens of other smart, creative apps and platforms – startups such as Present.me andSpreecast along with not quite startups such as Slideshare and Storify to name a few – are creating new opportunities for collaborative, authentic and transparent storytelling – the bread and butter of sustainability comms.
At the same time, a host of once adventurous and much loved social media platforms – ventures such as FlickrDelicious, Gowalla (which was shut down in March) and Ning to name a few – have waned in popularity, been subsumed by other companies or simply crashed and burned.
In this disruptive media landscape it would be very easy to bury your head in the sand, wait until everything settles down and some new social media king of the jungle emerges. Except that isn't going to happen. So, given that you can't depend on your online community coming to visit your corporate website (seriously). And given that you shouldn't put all your eggs in that Facebook basket (seriously), where should sustainability communicators be looking establish a social media voice?
Some of the biggest and most successful social media brands advocate being wherever their customers are. That's understandable if you're a major consumer brand such as Ford or Pepsico who have established social media satellites on many different platforms and networks. But does that approach necessarily make sense if you're selling laundry detergent, banking or energy services?
One way of determining where your social media voice should be is first to work out what you have to say and how it can be of value, useful even, to the social media communities you want to connect to.
Pinterest, Twitter, YouTube, Tumbler, even Facebook have trendy techie names. Fundamentally though, they are just publishing platforms, albeit ones that specialise in video, words and images and are either more broadcast or conversational depending on the platform. Once you know the story you want to tell and understand the interests of the platform community, then you can start fine tuning and packaging that story to work across relevant social media.
That's why Whole Foods chose to highlight the work of its Whole Planet Foundation on Pinterest and why UPS chose to created a dedicated (and "likeable") sustainability page on Facebook. It's also why the likes of Suncor, Iberdrola and even the IFC and GRI are using professional document and presentation sharing sites such as IssuuSlideshare andScribd to reach their target sustainability communities.
The more sustainability professionals use social media outside of work, the more likely they'll be to experiment with social channels and platforms for sustainability communications. But choosing the hottest new channel or biggest network is no guarantee of social media success. Understanding how sustainability stories might be of value to different and particular social media communities is a much better place to start.
Matthew Yeomans is the co-author of #FAIL: The 50 Greatest Social Media Screw-Ups and co-founder of SMI



http://SocialBusinessToday.net - The Best in Social Business

Friday, 20 April 2012

Two thirds of viewers link TV with social media


A US poll has revealed that increasing numbers of viewers are engaging with social media sites while watching TV, primarily to access further content on the shows.
Research consultancy firm Accenture, questioned 1,000 US individuals and found that 64% of viewers recorded that they recognised and remembered seeing some form of social media logo present during a TV show; emblems there to remind and incentivise viewers to engage online.
Furthermore the study found that 63% of 18-24 year olds interacted with these social platforms when they saw the logos on the screen. Across all age ranges, 33% of the survey community answered to having accessed these sites when prompted.
More explicitly, 42% of citizens who were polled remembered seeing the Facebook “Like” sign, which prompted 20% of interviewees to access the site and become Fans of the show.
QR codes were the second most recognisable sign, with 28% people remembering seeing it and 11% following through to scan it. 
Twitter captured 18% of respondents’ attention, with 7% going on to use the corresponding hashtag. And 9% indicated seeing the Shazam logo while only 5% used its service.
The most popular reason for interacting with the social media livery was logged as obtaining more information about the show, which 43% viewers claimed their motivation. Accessing coupons fuelled 32% of respondents to go online, 31% did so to enter a competition and 23% were enticed by further video content.
Furthermore out of those who did go online when watching TV, over a quarter (26%) posted comments and took part in discussions concerning the TV show they were watching. And a fifth (21%) claimed they “connected” with other users of similar interests over the sme topics.
Also significant was that 20% of people interacting online shared a link with their own online community, leading to 16% of people carrying through to make purchases. 
Even so, 60% of the two thirds of the survey community who did not chose to go online when watching TV refrained because they felt it would not offer them anything extra that they wanted. 
"The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them," said Robin Murdoch, Accenture's global internet segment managing director. 



http://SocialBusinessToday.net - The Best in Social Business

Thursday, 19 April 2012

What You Have To Do To Get The Latest Pair Of Nike's


Like Apple, new product releases from Nike generate a lot of hype among fans. Customers will line up in front of a Nike store for days ahead of a midnight shoe release. Sometimes,the police are called in. Such launches can drive a lot of valuable press for Nike — and cause a lot of headaches for store managers and shoppers alike.
As a consequence, Nike has developed a new RSVP system that promises to both generate buzz — of the Twitter variety — and instill order. On designated “RSVP dates,” individual U.S. stores will send out a tweet at a random time with a product specific hashtag (i.e., #electrolime). Followers have exactly one hour to direct message the store account with the hashtag, the last four digits of their state, passport, military or school ID number and their shoe size. The store will then DM those who have successfully reserved shoes in their size — first come, first served.
After a reservation has been confirmed, the customer will still need to come pick up the shoe from a Nike store on launch day. Unclaimed shoes will go back into the Twitter RSVP system.
For a list of participating stores and their Twitter handles, see Nike’s help page.
What do you think about Nike’s new RSVP system? Is it something you would participate in?




http://SocialBusinessToday.net - The Best in Social Business

Monday, 16 April 2012

Analytics focus: How can social media be measured?


In a series of features, we’ll be looking at the industry’s responses to the questions we posed, to determine the challenges and trends facing analytics in 2012.
Today’s question surrounds social media measurement. What problems arise for web analytics systems when measuring social media? How can businesses accurately measure social media impressions of their brand?
sponsored by

Seth Richardson, CEO, DC Storm 
Web analytics is unable to monitor user generated content on social media platforms. Specific tools are available to measure this, so the problem becomes one of integration with web analytics.
Website visits driven by social media marketing often feature early in the path to conversion. Google Analytics uses a flavour of the ‘last click wins’ attribution model, which means that social media is rarely credited with any conversions. In order to accurately reflect the value of all channels such as social media, marketers need to understand the attributes of paths to conversion and to implement an attribution model that reflects them.
Matt Bullas, managing director, Click Consult
The ultimate problem we are faced when reviewing social media through analytics is based around conversions. Trying to convince a business that social media would be a good marketing outlet for them is hard. Social can drive traffic and you can report on conversions from referrals, but analytics doesn’t assist with ultimately knowing how effective your social presence is on the user. Since quite a lot of social analytics is in its early stages the challenge over the next year is improving analytics to help us build effective social pages. At present we have to use conventional methods to decide whether someone enjoys the page or not, but the user is in a different mind-set when using a social site and turning their heads to lead into an actual sale can be tricky. Likes and Followers etc are a good way of reviewing how effective your social presence is, but ultimately not all of the fan club leads to sales.
Social may take time for certain businesses/markets to become the beast that PPC is for conversions, but with most businesses the eventual goal is a sale and right now most business owners see SEO and PPC as stronger marketing channels, they can be reviewed easier and you can easily analyse data and use this to change your site and campaigns. These two types of online marketing ultimately allow you to patch into your potential customers a lot easier, keyword searches are prime for eventual conversions as the majority of the time people are searching because they want to buy. Social is different and has a longer conversion path, therefore business owners are a little more hesitant to invest. But web analytics doesn’t really help to show this path or provide data to help us analyse this path. People are getting better at coming up with creative ideas to lure people into the fan club, but work on web analytics to help us then create a conversion from this is needed. As people understand how to build the following I think the next step with web analytics help is to turn this following into conversions.
At Click Consult we use in house advanced software which effectively monitors the main social media platforms. It picks up impressions that relate to a specific brand and can also be useful for generating leads. The software identifies brand mentions and manually these can be reviewed to decipherer which are related and are due feedback. Both positive and negative discussions are often taking place without brands being aware, this tool allows us to identify these discussions and participate on behalf of the client.
At the same time our in house software can be used to identify opportunities within the social networks. For example someone actively looking for thermal wear (see printscreen below) can be tweeted back suggesting a certain site and product. Not only does the user not expect this but the customer interaction is superb and is a great way of connecting with your market before the browsing begins.
Mike Quinn, product marketing manager, Adobe
Up until now web analytics has not allowed marketers to measure the business impact of social ROI. To analyse social media activity, marketers had to merge data from disparate tools using slow and manual processes that ultimately delivered little insight.
Adobe Social, part of Adobe’s Digital Marketing Suite, is a solution to this problem. It allows marketers to manage, measure and optimise their social media strategies and campaigns and most importantly, links the results back to business impact. For example, it’s able to drill down into the actual conversation in terms of tweets, comments and blogs, so marketers are able to see who is driving discussion and influencing others, correlating their impact with key business metrics such as revenue and brand value. It’s also able to directly measure the interactions businesses have with their customers in social media, meaning marketers can manage their strategy based on measurable outcomes to optimise their social campaigns all within the same tool.



http://SocialBusinessToday.net - The Best in Social Business

Sunday, 15 April 2012

Top Social Games Chart April 2012


Fat CatThis month's chart courtesy of Inside Social Games and AppData shows that Facebook's largest game developers are only growing. Neither this month's chart for monthly players nor its chart for daily players features a new developer. In fact, the only brand new game to the charts by either measure is Zynga's Zynga Slingo. Perhaps the time of the indie truly is over on Facebook.

Of course, the Zynga empire reigns over both the daily and monthly player charts, claiming the top five in both. However, many of its games have been losing daily and monthly players. Four of the developers games lost over 1 million daily players and four of its games lost over 1 million players, with Hidden Chronicles losing a whopping 3.7 million monthly players. However, daily players is a far more accurate measurement of a game's stickiness.

And a majority of the top social games have lost some of that stickiness, with 16 games losing daily players this month. As for reach--best measured in monthly players--more Facebook games saw growth this month than not: 14. Rovio's Angry Birds on Facebook saw a whopping 16 million increase in monthly players. 

Top 25 Facebook Games April 2012 DAU
While this is merely one month's data, perhaps the average social gamers' habits are changing from having time for a game daily to squeezing it in every once in a while. There's also a concern of saturation: It's possible that the sheer volume of big time games on Facebook has inadvertently turned even the most dedicated fans into monthly players of each game. Come on, OMGPOP's of the world, surprise us!


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CEO's That Know Social Media Get More Respect -[Study]


CEOs are the public face of most companies and if they aren't showing up on social media like Facebook, Twitter and LinkedIn they are missing a big opportunity, according to a new report.
The study by social media consulting firm BRANDfog found that 82 percent of respondents to a survey said they are more likely to trust a company if its CEO and leadership were engaged with social media.
The study comes as a number of Silicon Valley companies dive into the Business Journals Social Madness competition presented by Capital One Spark Business.



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Saturday, 14 April 2012

Facebook Acquires TagTile, Unveils Social Shopping Program Facebook Acquires TagTile, Unveils Social Shopping Program Face

Facebook Acquires TagTile, Unveils Social Shopping Program
The world’s largest social network announced on Friday that they had acquired a San Francisco-based customer loyalty firm, and that they would be launching a way for small businesses to send promotional offers to users directly through the website’s news feeds.
According to CNET News Executive Editor Paul Sloan, Facebook announced that they had purchased TagTile, a startup company that gives merchants a no-cost hardware device which customers can tap their phone on (provided they have already downloaded the TagTile mobile app) in order to receive coupons or other loyalty rewards.
“We’re happy to confirm that TagTile’s founders are joining Facebook, and that Facebook is acquiring substantially all of the company’s assets,” the social media giant said in a statement released to the media, according to Jackie Cohen of All Facebook. “We’ve admired the engineering team’s efforts for some time now and we’re excited to have them join Facebook.”
Likewise, in a statement posted to the company’s homepage (and reprinted by Cohen), TagTile representatives said that Facebook was “acquiring substantially all of our assets. It’s a huge opportunity for us to take our goal — helping businesses grow — and do it on a much, much bigger scale than we could have on our own.”
They added that they were “excited” about what the future holds for the company, and that while the company’s program would continue to work as usual for the time being, that they would not be adding new customers and that “TagTile as it exists today won’t be part of what we do at Facebook.”
Terms of the acquisition have not been released, according to reports.
The announcement came on the heels of the unveiling of Facebook Offers, which VentureBeat‘s Meghan Kelly wrote will be a way for members of the social media website to purchase deals through their news feeds, in a fashion not dissimilar to Groupon.
Kelly noted that it “remains to be seen” how (and even if) the TagTile acquisition will play a role in the Facebook Offers program.
Earlier on Friday, Charles Cooper of CNET reported that the beta version of Facebook Offers, which had recently gone live, allowed users to click on a “Get Offer” link that appeared in their feeds.
The offers would come from businesses that the individuals had already “liked” and would result in a coupon being sent to them via email or text message. A Facebook spokeswoman told Cooper that the program was only open to a few businesses in the U.S., Singapore, Australia, New Zealand, Japan and Turkey at this time.

Source: RedOrbit Staff & Wire Reports



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