Given appropriate data, this study indicates the potential for Facebook social data to reveal additional attributes. People may choose not to reveal certain information, but this information can be predicted statistically from other aspects of their lives they choose to reveal.
CalmSea Inc's insight:
CalmSea utilizes Facebook Likes and additional unstructured social data to help companies glean consumer insights, predict behavior, and improve related marketing strategies. Learn more: http://www.calmseainc.com/solution/
The volume of digital information will nearly double every two years between today and 2020, reaching 40,000 exabytes, or 40 trillion gigabytes, in just seven years. But for organizations to glean valuable insights from their growing stockpiles of data, they'll have to do a much better job of analyzing it.
In 2012, only 3% of data in "digital universe" is tagged -- and even less (a scant 0.5%) is analyzed, according to IDC.
CalmSea Inc's insight:
Unleash the potential of all that data to inform and enrich your marketing programs with the help of social anlytics and segmentation from CalmSea: http://www.calmseainc.com/solution/
Whether it's TV shows, brands, or any of the million other topics people are discussing on social networks, CalmSea can help you leverage social sentiments to generate rich insights that help marketers expand their reach and engage target audiences on terms that are of greatest interest to the targets, not the marketers.
Measuring the efficacy of social media marketing still isn't an exact science, regardless of what the gurus and ninjas tell you.
So how can we whittle all the thousands of social campaigns we've seen this year down to a definitive list of the '10 best of 2012'? Do we gauge it on the number of new fans acquired, retweets, ROI, YouTube views, the number of people it reached, sentiment analysis, the amount of traffic it drove or maybe the number of new brand advocates it created?
The answer is any of the above and any number of other social metrics, so for this list I've instead gone for the campaigns that I found to be most memorable, innovative, or downright funny
...Data-driven decision making played a huge role in creating a second term for the 44th President and will be one of the more closely studied elements of the 2012 cycle. It’s another sign that the role of the campaign pros in Washington who make decisions on hunches and experience is rapidly dwindling, being replaced by the work of quants and computer coders who can crack massive data sets for insight.
As one official put it, the time of “guys sitting in a back room smoking cigars, saying ‘We always buy 60 Minutes’” is over. In politics, the era of big data has arrived.
... there are ethical concerns around the use of social media data for brand marketing purposes where the lines blur between 'relevant' and just plain old 'creepy.' I want to specifically address this last concern.
My position: I believe that brand marketing within social media is a positive step forward for the end consumer, but I also contend that there is a tremendous amount of progress yet to be made to fulfill on this positive vision...
With the advent of social media the idea of understanding a person's personal taste became a reality...Now, the marketer can read the data of what people like, what their affiliations are, how they engage with the world online and begin to carve out who their best audience really is....
The best way to explain my point is with an example: Oreo recently launched a campaign called the Oreo Daily Twist. Each day Oreo took a sometimes fun and at other times quite politically risky approach of visually refashioning their iconic cookie to be relevant to a news level topic of the day. The campaign was successful on many fronts: it was time relevant, it was news relevant, it was at times risky and political and it understood the nature of it's social community and their willingness to support and engage with the effort. Additionally the end consumers had a thoughtful and interesting experience, of the sort they had never experienced before with the brand.
A few days ago, I had a chance to try a particular brand of frozen dessert maker, which was only available in the United States. I sent out a "tweet" in China on Sina Weibo, sharing my experience.
To my surprise, this tweet was retweeted over 100,000 times, as Chinese young people and parents showed great interest in having such a machine. Even more surprising, within 3 hours, Taobao (China's eBay) had hundreds of sellers, offering to buy such a machine in the US and shipping it to China for the buyer. Even though the shipping cost was more than the machine, thousands were sold within a day (one store reported 51 sales, and there were over 100 stores that carried it).
Learn how CalmSea's solution helps you tap into the power of social influencers who can multiply product interest exponentially through their networks: http://www.calmseainc.com/solution
Every 14 minutes, somewhere in the world, an ad exec strides on stage with the same breathless declaration: "Data is the new oil!"
The comparison, at the level it's usually made, is vapid. Information is the ultimate renewable resource. Any kind of data reserve that exists has not been lying in wait beneath the surface; data are being created, in vast quantities, every day. Finding value from data is much more a process of cultivation than it is one of extraction or refinement.
One of the places where we'll have to tread most carefully — another place where our data/oil model can be useful — is in the realm of personal data. A great deal of the profit that is being made right now in the data world is being made through the use of human-generated information. Our browsing habits, our conversations with friends, our movements and location — all of these things are being monetized.
CalmSea's permission-based social data analytics tools ensure respectful gathering of personal ("human" data), and allow for a mutually beneficial transaction. Social media users agree to share certain aspects of their data in exchange for more personalized, more relevant, more meaningful offers from trusted brands. And brands who earn the trust of social media users are offered an opportunity to comunicate with interested customers - and potential customers - in meaningful ways that drive higher conversion rates and brand affinity.
According to a report from research firm BIA/Kelsey, U.S. social media advertising revenue is on track to reach $9.2 billion in 2016, up from $4.6 billion in 2012, representing a compound annual growth rate of 19.2 percent.
The bulk of that spending will involve social display advertising, which BIA/Kelsey expects to grow from $3 billion currently to $5.4 billion in 2016, representing a compound annual growth rate of 15.2 percent.
The implications of these trends are significant: advertisers must make every effort to maximize the ROI of these investments.
Clearly, targeting will be critical to maximizing ROI, and CalmSea's patented social analytics and segmentation solutions are specifically designed to precisely identify and leverage true customer interests and preferences. Advertisers armed with CalmSea analytics tools have industry-leading capabilities to deliver highly targeted ads to shoppers that maximize ROI.
A new report from RSR Research highlights the critical role of customer segemntation in the merchandising process. From the report authors:
"The consumer’s new power is undeniable, and any insight that helps retailers predict what she’ll want more effectively — sometimes before she even knows it — is the top opportunity to improving current merchandise processes."
CalmSea's unique social segmentation capabilities gives retailers unprecedented abilities to identify, analyze, and leverage customer preferences to improve assortments, target outreach, and increase conversions. Learn more: http://www.calmseainc.com/solution/
Marketers have seen the number of channels used to access customers—e-mail, CRM, social, mobile, etc.—grow. Each of these channels typically siloes its data. The challenge then for e-mail marketers is harnessing the data within all the various channels while still reaching a given customer or segment of customers—and at the same time more effectively converting sales and building customer loyalty.
CalmSea Inc's insight:
We couldn't agree more with every one of David's points. Marketers must indeed find new ways to break down the silo's between channels - and the rich data they contain - to identify and nurture new, previously undiscoverable customer segments.
His argument that "marketers need a 'go to it' model that brings technology to data..." is exactly on point. In fact, we feel so strongly about this point that we founded CalmSea to do just that: bring technology to data to drive marketing effectiveness.
South Korea's Samsung is trampling rivals and gunning for Apple. Can its hot streak last?
To understand how Samsung -- yes, Samsung -- became America's No. 1 mobile phonemaker and thorn in Apple's side, it's helpful to rewind to last fall.
On a mid-September morning, Apple (AAPL) CEO Tim Cook stepped onto a stage in San Francisco to unveil the iPhone 5. Several hundred miles away, in a Wolfgang Puck restaurant in Los Angeles, a group of marketing executives from Samsung Electronics followed real-time reactions to Cook's remarks.
CalmSea Inc's insight:
Interesting lessons on understanding the consumer and the competition.
Click here to see how CalmSea can help you gain these important insights:
Not to be outdone by Google and Twitter, Facebook has created Year in Review, a compendium of 20 of your biggest personal moments in 2012, from life events to highlighted posts and popular stories.Facebook has also put together lists of the biggest...
CalmSea Inc's insight:
As Facebook users, these insights are interesting to all of us. As business leaders, they are a veritable gold mine...if - and only if - we can put them to good use to inform our marketing programs.
CalmSea's social data analytics platform and patented algorythms deliver unprecedented segmentation and targeting capabilities to help marketers create outreach programs that are more personal, more relevant, and more influential than previously thought possible.
Social CRM – the integration of social media and analytics with customer relationship management strategies – is the next frontier for organizations that want to exploit the power of social media to get closer to customers, old and new...
Furthermore, the new approach to CRM has changed the rules of the game – Companies are facing a qualitative leap in customer information via social media tools, software and analytics. Companies are now able to collect and exploit a wealth of contextualized information, yielding new discoveries and lessons about customer’s expectations. It is giving them a new way to manage relationships for better value for both the customers and the organization...
CalmSea Inc's insight:
CalmSea's patented analytics helps our clients take full advantage of the contextualized social information the author discusses.
Yes, MySpace is re-launching early next year with a unique perspective that will propel it as the social platform for music it should have been years ago — the one you always wish you had when you say, “If I knew then what I know now, I would …
If VML is correct, we will have another major player emerging on the social scene. Another opportunity for brands to learn more about their followers and leverage those insights into menaningful, targeted, and relevant outreach and engagement programs.
ABC News offers a rare look inside one of Amazon's 80 Fulfillment Centers. During the video, one of the Amazon executives discusses how they have "really smart people" developing algorithms to help personalize recommendations to shoppers when they visit Amazon.com...
The 2012 edition of IBM's Chief Marketing Office study reveals many interesting insights, several of which we will discuss in this space in the coming days. The first insight that we found noteworthy is the finding that most CMO's who use customer data "extensively" use that data to focus on transactions, versus using the data to enrich relationships with their customers.
The study authors summarize the findings as follows: "...engaging with customers is not just about communicating with them. It’s also about helping them enjoy the products and services they’ve bought, with the intention of building customer loyalty. To do this, marketing needs to look beyond the transaction and focus on the full customer relationship. Most CMOs, though,report using data primarily to segment and sell, not to generate awareness or stimulate interest."
CalmSea's patented social analtics tools put Big Data to garner deep insights into customer interests. likes, dislikes and influences to help marketers engage customers on their terms - a critical step to earning sustainable loyalty.
A recent study by Yankelvich Consumer Research revealed that consumers are bombarded by 3,500 - 5,000 marketing messages a day. Every day. While not necessarily surprising news, when you see those numbers on ascreen in front of you, it becomes clear the challenge faced by retailers and brands as they fight for the ever-dwindling attention of target customers.
While theories abound, most experts agree on one key premise: breaking through the noise today requires personalized and relevant messages. With do not call lists, do not text lists, and literal/ virtual spam filters a mere click away, consumers have to be engaged with content that speaks directly to their interests and to their lives.
Enter CalmSea. Our patented social analytics give marketers unprecedented abilities to understand what target customers are truly interested in, what influences them, and how to segment marketing to deliver personalized messages that resonate.
Since the 1950s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. Accurately define your market segments and then the follow-on activities of targeting and positioning are much more effective.
With the advent of social media marketing, many are asking whether social networks, and their ability to engage with individuals interactively and in real-time, made the practice of categorizing people into groups redundant?
The answer has to be a resounding “No!”, but the way brands categorize consumers is changing...
...and from our perspective at CalmSea, the only way to achieve differentiation (and hence competitve advantage) is with tools that empower marketers to reach consumers with messages that resonate. CalmSea helps Marketers break through the noise - much like Mad Men like Don Draper did in the 1960's - with messages that are relevant and specific to consumers' interests, preferences, and attitudes.
The role of social data in marketing continues to expand. This infographic, produced by Fractals Lab, suggests that the outfit above is the most popular outfit in November. They base the projection on uploads to Lookbook.nu.
Indisputable? Definitely not. But Insightful? You bet.
CalmSea's Big Data platform and patented analytics enable marketers to gather menaingful insights from social networks - interests, attitudes, preferences, influencers and more, to empower targeted, segmeneted, and personally relevant outreach in every marketing channel.
“This is seen as the best-run campaign ever,” says Google (GOOG) Executive Chairman Eric Schmidt, an informal campaign adviser. “And there’s a lot of carry-over from political tactics to business tactics.”
In particular, the technological and data-analytics advances that drove the reelection effort could have significant commercial applications.
One of the Obama team’s first principles was its belief that social media have suffused the culture to a point that it can serve as a primary platform to raise money and reach voters. Sometimes this entailed applying marketing techniques to politics...
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