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Rescooped by Alana Caldwell from Social Media
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Jordi Altesa, Kellie Ho, Mikki Ware
Alana Caldwell's insight:

This is another perspective of how direct marketing can be effective for any businesses. This article outlines the important aspect of Facebook, twitter, youtube and other social media to connect their product/ services with consumers. I believe large companies would use this direct marketing because they have a higher consumer base and would be difficult to communicate on a personnel level. I think with todays society, social media is becoming more and more common with marketing. 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Alana Caldwell from IMC Weeks 6, 7 & 8: Milestone 2
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Marketing objectives - The importance of cause related marketing - Cadbury Schweppes | Cadbury Schweppes case studies and information | The Times 100

Marketing objectives - The importance of cause related marketing - Cadbury Schweppes | Cadbury Schweppes case studies and information | The Times 100 | Milestone 2 | Scoop.it

Via Emily Gavigan
Alana Caldwell's insight:

As this article states, marketing objectives for large business organisations is to add focus on the most profitable opportunities in global markets in their particular product. An example used in the article is cadbury schweppes, it explains their objectives to continue the development of their product. The company’s objective is to ensure that they are satisfying the needs of their consumers. It is important for any businesses to ensure they have marketing objectives to expand and build on their current products to be able to increase their consumer base. 

 

This article has a very good insight of how effective marketing objectives are and how they can increase the success of your business. I thought this article was a very good read on understanding what marketing objectives are and how they are used. 


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Didia Carvalho's comment, September 26, 2013 3:46 AM
This article mainly talk about on Cadbury Schweppes and describe their marketing objective to make sure the company understand what the customers needs and wants. this article give a great examples for BNZ and let me more understand the concept behide.
Tiffany Tang's comment, September 26, 2013 7:24 AM
I believe that the concept is really useful and help me a lot on understanding IMC. This article give out a really good example on of concept cause related marketing and it explain in depth. This method can actually help the company to attract more customers.If the organization consider this will help the company to success.
Tegan Gutry's comment, September 26, 2013 4:28 PM
I really enjoyed this article, it used a good example and was good to learn about the importance of objectives and the effect they can have on the success of your business.
Rescooped by Alana Caldwell from Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Milestone 2 | Scoop.it

Via Matilda Alisi
Alana Caldwell's insight:

“it’s important for direct marketing to keep their eye on the prize: delivering relevant messages to customers through the most appropriate channels”. For any successful marketing, they have to understand how to directly market to their consumers. This article explains that many marketers in todays society are missing the point on how to directly marketer their customers. Many people think that social media is the “HOT” topic but often is the wrong topic. According to this article majority of consumer’s would prefer email that are promotional messaging. It might for some companies that email might not be the best direct marketing. But its up to the direct marketer to understand their consumers. 

 

This article gives a good insight on how to understand on what consumers prefer for direct marketing. It shows that even though social media is becoming more and more frequent in the way marketers connect with their consumers. Sometimes its not to best way to communicate with your consumers. I believe this had a good look look on direct marketing and an different perspective on what they believe consumers are looking for. I highly recommend this article.

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Alana Caldwell from Week 7 - The Power of Ideas, integration across all media
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Alana Caldwell's insight:

Throughout the years, the power of integration has effected IMC in many ways. Integration can play out through all kinds of media and creating messaging to promote a businesses product or service. This article outlines key aspects throughout the marketing stages. I believe with the article that advertising is no longer trusted and how the use of word of mouth is more trusted than any other source. I believe in the recent years, new media is being integrated with marketing strategies and how important it is to understand the effectiveness they have for any company. This article has a very good insight on the pros and cons of media marketing and how powerful it can be. 


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Matilda Alisi's comment, September 26, 2013 8:44 AM
jessie shi - i too scooped this article, it is interesting to read aye. Consumers nowadays rely heavily on word of mouth and will trust their friends opinion over a brands advertisement .I agree with this as i also ask my friends who have the products i want before purchasing it . Good article
Tegan Gutry's comment, September 26, 2013 4:35 PM
I used this article as well and yes i agree 100% about word of mouth advertising, as i myself do trust what my peers say and i do like to now research into my prospective purchases before making the initial buy.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.
Rescooped by Alana Caldwell from Direct marketing and consumer engagement
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Alana Caldwell's insight:

This article was very interesting in the way direct marketing can change a business by using more innovative ways to communicate with their customers. With some companies they ask to share their perception of trend and how they influence my purchasing behavior. This article outlines, surveys like these are a good tool to be able to develop a good emotional bond with customers and grow value of their customer base. I really enjoyed this article and thought Donnelly had good insight of her perspective on how direct marketing is changing the way companies connect with their customers. I strongly believe that direct marketing is a positive aspect of marketing. 


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Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.