Tag Archives: social media

ARTICLE: If you think Oreo won the advertising Super Bowl with a tweet, look at the social media scoreboard

Business Review Weekly (BRW)
February 13, 2013
By Mark Ritson, columnist

http://www.brw.com.au/p/marketing/tweet_scoreboard_think_oreo_social_Py00Vicxzqc862e2ClRg3L

Was Oreo’s tweet during the power-outage really a slam-dunk success? According to this article, the tweet reached less than 1% of it’s target market.
“My problem is not with Oreo, it’s with the lazy journalists and social media pundits who have hoodwinked a generation of marketers into believing that social media is far more potent than it really is. Where do we ever read anything negative about social media campaigns? Did it occur to any of the pundits who wrote about Oreo last week to point out that only one in 10 Americans is actually on Twitter? Since when has a medium restricted to 10 per cent of the population ever been the dominant approach?”

I love this part:
“Treat Twitter, Facebook and all the other social media tools like any other communication option. Ask tough questions. Compare and combine different tools. Remain cynical. Most important: look behind all the hype about social media for the numbers that tell the real story.”

In otherwords, does it really sell dog food?

ARTICLE: New Compete study: Primary mobile users on Twitter

Twitter Advertising Blog
February 11, 2013
By Taylor Schreiner, @tas2, Co-Head Ad Research

http://advertising.twitter.com/2013/02/new-compete-study-primary-mobile-users-on-Twitter.html

Of 200 million active users:

  • 60% are mobile users logging on at least 1x/month

Compared to average users, mobile users are:

  • 57% less likely to access Twitter on a desktop
  • 86% more likely to be on Twitter
  • 157% more likely to tweet when they wake up
  • 129% more likely to tweet when they go to bed
  • 3x more likely to tweet during their commute
  • 160% more likely to continue tweeting during work or school
  • 169% more likely to tweet while shopping
  • 301% more likely to tweet before/after attending a moving
  • 57% more likely to compose original Tweets
  • 63% more likely to click on links
  • 78% more likely to retweet
  • 85% more likely to favorite a tweet
  • 96% more likely to follow 11+ brands (average user follows 5+ brands)
  • 58% more likely to recall a Twitter ad

Also:

  • 52% are 18 to 34 years old
  • 15% of mobile users access Twitter mostly on a tablet
  • 66% use while watching TV (jump in TV commercial comments)

TIPS:

  • Twitter ad campaigns should be optimized for mobile
  • Twitter campaigns could be tied to what’s on TV at that moment

ARTICLE: Social Interactions Affect Brand Perception

Media Post News
February 19, 2013
by Aaron Baar

Want to improve consumer brand perception? Then you need to do well on both social marketing and social servicing. In other words don’t handle complaints and product marketing as two separate silos in social.

The study found a correlation between a company’s overall social communications and a consumer’s likelihood to purchase and overall perception of the company. Among highly satisfied consumers (those with satisfaction scores of 951 or higher on a 1,000-point scale), 87% said their online interaction with the company “positively impacted” their likelihood of purchase from that company. Meanwhile, 10% of consumers with low satisfaction scores (less than 500) said their experiences with a company’s social communications “negatively impacted” their likelihood of purchase.

Read entire article: http://www.mediapost.com/publications/article/193609/social-interactions-affect-brand-perception.html#ixzz2LTJkgkil

J.D. Power report: http://www.jdpower.com/content/white-paper/RbHSWda/understanding-the-impact-of-social-media-on-companies.htm

Blog Monetization

Recently, I was in Atlanta where I attended my first BarkWorld Blog Conference. And I had a great time.

I was there, partly, to participate on a panel that discussed how a social media influencer can earn a living through their social media prowess.

The thing is, most can’t.

Being a successful social media influencer is a lot like being a successful, famous actor—there is tremendous work that happens behind-the-scenes but only the incredibly talented and/or insanely lucky ever really make enough money that they can quit their day jobs.

An actor begins by learning the basics of the craft: upstage, down stage, how to apply makeup, how to move in period costume–believe me, you need a certain skill to move naturally in a heavily boned corset while wearing 50 pounds of brocaded fabric that makes up a hooped gown. As an actor matures, s/he learns how to build the backstory of the character they’re portraying creating a believable character. Time spent memorizing dialogue, time spent working with a director, a diction coach, maybe also a choreographer, and with other members of the ensemble to produce a finished product that will capture the attention of the audience. And there are many many incredibly talented actors out there learning their craft, building on their previous work. Success as an actor becomes equal parts hard work, industry savvy, the right connections, and just plain good luck.

It takes a lot of hard work to create a money-making blog. It’s more than writing some stuff, throwing in a few photos and commenting on other blogs. You must know your audience–what they want to read about and how to write it for them. You must know how to utilize SEO. And how to continue building your audience. You need people skills for when you build relationships with the brands who will eventually pay you to communicate their message to your audience. You need to understand those brands so that you can tell them how you’re going to help them sell more widgets–because that’s basically what it’s all about when a brand is paying you to blog.

And even though you’ve been told your blog is the best thing ever, there are many, many bloggers out there, writing in the same genre as you, wearing the same rose-colored glasses, and hearing the exact same message. Blogging is equal parts very hard work, industry savvy, the right connections, and just plain luck. Don’t expect it to happen instantly. Don’t fool yourself by thinking you’re so good you can skimp on the behind-the-scenes work that is the backbone of a successful blog. Don’t minimize the value of good luck and being in the right place at the right time.

And don’t quit your day job.

Going Boldly…

There’s been some interesting developments in my job lately.

If you’ve read my bio, you know that I work for P&G Pet Care–also known as The Iams Company–and we make Iams and Eukanuba dog and cat foods. I’ve been in the Consumer Relations department for over a dozen years. I love my job.
I think my job just got better.
I started this blog because I was tired of some people bashing my company. Then Bailey was diagnosed with cancer, and suddenly this little blog became my therapist.
Lately, things have been good for Bailey (though I need to write something about the flu she’s just getting over), and I’ve been writing more about work. I’ve also been reaching out to other bloggers and folks posting in forums–trying to be helpful, but also trying to correct misinformation regarding my company.
The powers-that-be have noticed, and they’ve decided to encourage me.
So my job has changed. Now part of my workday will include the Internet. To paraphrase Captain Kirk (and with apologies to any Trekkies who might be offended):
The web: A virtual frontier.
This is the blog of a Pet Care employee.
My mission?
To explore pet-oriented sites, forums, and blog postings–and comment as needed.
To seek out new ideas and consumer feedback.
To boldly go where few Pet Care employees have gone before. (cue the music…)
[edited to fix a spelling error]