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Shifting The Conversation From Influence to Advocacy

Shifting The Conversation From Influence to Advocacy | Social Media and Marketing Research | Scoop.it
Shifting the conversation from online influencers to customer advocacy.
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Social Media and Marketing Research
Information on the evolution of marketing research to respond to the social media revolution
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INFOGRAPHIC: How Consumer Packaged Goods Brands Perform On Facebook - AllFacebook

INFOGRAPHIC: How Consumer Packaged Goods Brands Perform On Facebook - AllFacebook | Social Media and Marketing Research | Scoop.it
Facebook users are twice as likely to click on ads for consumer packaged goods, and mobile CPG ads drive 2.2 times the engagement of desktop ads and lead to five times more likes, according to a recent study by enterprise marketing technology provider Unified.
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Roger Harris's curator insight, March 10, 7:41 AM

Retail brands can do quite well on Facebook.

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Three ways consumer packaged goods win with social media - Bazaarvoice blog

Three ways consumer packaged goods win with social media - Bazaarvoice blog | Social Media and Marketing Research | Scoop.it
More and more Consumer Packaged Goods (CPG) companies are seeking new and…
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Why Your CPG Brand Isn’t Remarkable | Social Media Today

Why Your CPG Brand Isn’t Remarkable | Social Media Today | Social Media and Marketing Research | Scoop.it
Seth Godin answered a question, “How do you turn something that is considered a commodity into a Purple Cow when the lowest price is the only thing that seems to matter to customers?” A Purple Cow, by the way, is defined as anything phenomenal and counterintuitive. We’ve seen hundreds of cows in our lifetime, but if we saw a purple cow, we couldn’t ignore it.
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Infographic: Six Brand Advocate Archetypes - Dachis Group

Infographic: Six Brand Advocate Archetypes - Dachis Group | Social Media and Marketing Research | Scoop.it

This group tracks " the social activity of 30,000 brands and 248,000 advocates, shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions."

Mike Ellsworth's insight:

Activating brand advocates (which we call evangelists) should be a primary goal for any brand. We talk about brand evangelism on our blog in a series that starts with Social Media is Not Advertising. Duh! http://bit.ly/VgFsha

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Shifting The Conversation From Influence to Advocacy

Shifting The Conversation From Influence to Advocacy | Social Media and Marketing Research | Scoop.it
Shifting the conversation from online influencers to customer advocacy.
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Social Business Enables Employee Advocacy

Social Business Enables Employee Advocacy | Social Media and Marketing Research | Scoop.it
Social business planning and initiatives can give birth to employee advocacy across the organization.
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Social media and the era of customer advocacy

Social media and the era of customer advocacy | Social Media and Marketing Research | Scoop.it
Social media must be used to build customer advocacy.
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How to Turn Word of Mouth Marketing and Social Media into Sales

How to Turn Word of Mouth Marketing and Social Media into Sales | Social Media and Marketing Research | Scoop.it
Companies need to figure out how to turn word of mouth marketing into sales.
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It's time for brands to start activating their advocates

It's time for brands to start activating their advocates | Social Media and Marketing Research | Scoop.it
It's time for companies to invest in and enable their brand advocates.
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Infinite Touches – Segmentation on Steroids

Infinite Touches – Segmentation on Steroids | Social Media and Marketing Research | Scoop.it
In sum, we believe that the way most marketers approach social media misses the point. And the point is: Social media provides a means to not only microsegment but to establish actual relationships with your customers and prospects. To show that we’re not totally out in left field on this, let’s take a look at what some of the most advanced brand marketers are currently doing with microsegmentation.

 

This is the third post in our Infinite Touches(tm) series.

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Social Media is Not Advertising. Duh!

Social Media is Not Advertising. Duh! | Social Media and Marketing Research | Scoop.it

You know about the carpenter who only had a hammer, so every problem looked like a nail? That’s what I think about advertising on social media: It’s a useful tool, but it’s not suited to the problem.

 

This is the first in a series of blogs about our Infinite Touches(tm) process.

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BMW’s Stunning Brand Gesture for the 5 Series

BMW’s Stunning Brand Gesture for the 5 Series | Social Media and Marketing Research | Scoop.it

"Beautiful, Impactful Brand Story-telling from BMW BMW stunned Singaporeans with an interactive 3D outdoor brand experience (a first in Asia) to promote its BMW 5 series. They transformed two busy office buildings at Suntec City from a symbol of work, into a symbol of Joy"

 

BMW gets it. But then again, BMW has gotten it ever since it plopped Madonna down in the backseat of an M5 and sent her on a wild ride (http://bit.ly/5BS9f) four years ago.

 

This is what brands need to do: create experiences that engage. Something more than "I can get it for you cheap . . . ."

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Brand Engagement Rate Still 1%, But Facebook Is OK With That

Brand Engagement Rate Still 1%, But Facebook Is OK With That | Social Media and Marketing Research | Scoop.it

"new research says people aren't engaging with brands on facebook."

 

Brands on Facebook have gone from 1% engagement all the way to 1.4% engagement, mostly courtesy of Facebook changing the way they measure engagement.

 

The solution? As proposed by Ehrenberg-Bass Institute, a marketing think tank based in Australia: "Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect."

 

What rubbish!

 

The solution is to actually engage with people. Have something to say besides "I can get it for you cheap!"

 

Wake up marketers. This isn't your grandkid's marketing. It's a whole new way of relating to your franchise, beyond BS demographics.

 

The only thing that will work - and you may eventually find this out - is developing relationships, not better segmentation.

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Consumer Packaged Goods (CPG) Word of Mouth and Social Marketing/sCRM Case Studies

Consumer Packaged Goods (CPG) Word of Mouth and Social Marketing/sCRM Case Studies | Social Media and Marketing Research | Scoop.it
Consumer Packaged Goods (CPG) industry Word of Mouth and social media marketing solutions that create buzz, advocacy, and loyalty. Communities, consumer panels, social applications, CRM.
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Tracking the Right KPIs: Consumer Packaged Goods Industry

Tracking the Right KPIs:  Consumer Packaged Goods Industry | Social Media and Marketing Research | Scoop.it
No matter what industry your brand is in, it is important to measure social media metrics to gain insight in your Page's performance. Check out the critical ones for the CPG industry.
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Mining for Gold With “Small Data”

Mining for Gold With “Small Data” | Social Media and Marketing Research | Scoop.it
They say the devil is in the details, and that’s especially true when it comes to loyalty programs. Loyalty programs often rely heavily on capturing transactional data that they miss vital insight tha
Mike Ellsworth's insight:

OK, we've all heard about Big Data, this article talks about small data - data from personal interactions with customers.

 

Via @magnetbymail 

 

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Rise of the networked enterprise: Web 2.0 finds its payday

Rise of the networked enterprise: Web 2.0 finds its payday | Social Media and Marketing Research | Scoop.it
McKinsey’s new survey research finds that companies using the Web intensively gain greater market share and higher margins. A McKinsey Quarterly Organization article.
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This report is a year old but has some compelling findings.

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Moms: The Not-So-New Social Customer And Brand Advocate

Moms: The Not-So-New Social Customer And Brand Advocate | Social Media and Marketing Research | Scoop.it
If you have been in this space for a while, you will already know that moms are pretty influential online.
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Let’s Evolve The Conversation About Employee Advocacy

Let’s Evolve The Conversation About Employee Advocacy | Social Media and Marketing Research | Scoop.it
Employee advocacy in social media is crucial to the success of companies today who wish to build credibility on the social web.
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Creating Customer Advocacy Through Reciprocal Altruism

Creating Customer Advocacy Through Reciprocal Altruism | Social Media and Marketing Research | Scoop.it
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How To Inspire Your Customers And Foster Brand Advocacy

How To Inspire Your Customers And Foster Brand Advocacy | Social Media and Marketing Research | Scoop.it
Brands must learn how to inspire customers and create brand advocacy if they wish to remain competitive in today's landscape
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Infinite Touches vs. Advertising

Infinite Touches vs. Advertising | Social Media and Marketing Research | Scoop.it

The article that inspired this series of posts is entitled Brand Engagement Rate Still 1%, But Facebook Is OK With That which appeared in Ad Age on 11/15/12. In addition to the implications in the title, several comments in the article got my blood boiling.

 

Foremost among them was this assertion:

 

Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect.

 

That’s a rubbish idea.

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It’s the End of Segmentation As We Know It (And I Feel Fine)

It’s the End of Segmentation As We Know It (And I Feel Fine) | Social Media and Marketing Research | Scoop.it

OK, it’s a sensationalist headline. I don’t really think segmentation should be ditched. Far from it.

 

But segmentation based on high-level, limited demographics and not behavior is dead in brand marketing because it ignores the real promise of social media.

 

The second post in our Infinite Touches(tm) series.

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How Red Bull's Marketing Wings Lifted Them to Most Powerful Brand in Social Video

How Red Bull's Marketing Wings Lifted Them to Most Powerful Brand in Social Video | Social Media and Marketing Research | Scoop.it

"I have used Red Bull a couple times in the past as an example of a company that understands the nature of branded online video content quite well and it se (How Red Bull’s Marketing Wings Lifted Them to Most Powerful Brand in Social Video"

 

So let's see. All you have to do to dominate the news, reach millions of new potential buyers and light up the social media world is spend seven years and millions of dollars to drop a claustrophobic hero with anger issues from 128,000 feet.

 

Got that?

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Now That Nielsen Tracks Tweets, How Will That Change TV?

Now That Nielsen Tracks Tweets, How Will That Change TV? | Social Media and Marketing Research | Scoop.it

"We're curious just like everyone else to see where the two companies go with all this," says Evan Silverman, senior vice president for Digital Media at A&E Networks.

 

Well, NIelsen Media might be starting to get it. At least this acquisition might get networks and advertisers to try to listen. But trying to roll all this up into some kind of quant score really misses the point.

 

It's funny for an industry that makes more and more of its bread from "reality" can't face the reality of the social media revolution.

 

Your quanitified approximations of reality might still work, for a while, but you're missing the whole point of social media: the ability to reach out and touch someone - as more than some fuzzy representative of a basically flawed, demographics-based persona.

 

There's a sea change in the wind and seeing everything in terms of the world you know now will cause you to miss the real opportunity.

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