Marketing Archives - Page 6 of 11

September 12, 2012September 12, 2012

Social Media Customer Service is a Failure- Frank Eliason

My view is that social media customer service is a complete failure due to a number of factors. For example you have companies out there that are focusing on people with the high Klout score. I don’t think that works so well. Look at that concept through the lens of some of the famous instances over the years. I worked for a cable company and at one point there was a video of a technician sleeping. The person who put that video up had posted two videos, ever. Let’s face it, it was just good content. It was just something we enjoyed watching — so we watched it over and over again. I am not a fan of influencer-based marketing, or providing priority service based on someone’s Klout score.

I hear this all the time: “we want to be where our customers are and our customers want social service.” I say consumers don’t want social service, they just want it right the first time, and if it’s not right they’re looking form someone to fix the experience. What’s going on is these companies are doing social servicing because they think their customers want to be serviced that way but, they’re not taking this customer feedback and fixing what is wrong; they’re not using this feedback to bring about true change!

Think about this: everything we do sends a message to people. We need to remember that.

We focus on call centers and we look at things like “call handle time.” That sends a great message to your employees: “get the customer off the phone as fast as possible”; they’re measuring the speed at which the call center rep can end a call, not solve a problem. This sends a message to the customer because, guess what? – they can tell when they’re being rushed off the phone. And on the PR side, for example, what are they listening for? They’re listening for that next PR crisis. But listening is much broader than one little silo. It is taking this information and putting it in the hands of the product people, the sales people, the C-suite, etc. All people should have access to and understand this information because it can drive product and support changes, not just PR wins.

September 11, 2012September 11, 2012

Social Media Influencial in Food Decision

According to a new survey by eMarketer, social media influences purchasing decision when it comes to food: 36% bought a new brand after seeing a close friend’s recommendation, 30% after not so close friend recommended it, 20% after they saw products highly rated by users in their network and 17% after they read highly rated reviews from people they do not know

In addition, the survey shows that when it comes to food, users are primarily sharing two thing: photos and recipes.

A May Blogher survey shows that recipes are one of the most sought-after pieces of food content online with 89% of internet users interested in food content going online for recipes.

Ina another survey, Allrecipes.com found that 65% of females who regularly used recipe sites bought branded ingredients called for in the recipes at least sometimes. 21% said they “usually” did this.

In yet another May survey, Compete found that food was by far the leading topic category for interactions on Pinterest leading to conversion. 25% overall had bought a product after discovering it on Pinterest, and surprisingly, considering Pinterest’s reputation as a female stronghold, 37% of male users were spurred to buy, compared to just 17% of female users.

September 10, 2012September 10, 2012

Small and Medium Size Businesses Struggle to Adopt, Integrate Social Media

Small and medium-sized businesses still lag behind when it comes to using social media and integrating it throughout the business.

In a March 2012 study from SMB Group, only 24% of US small businesses, those with between 20 and 99 employees, said they used social media to engage with customers and prospects in a strategic and structured way. An additional 20% said they used social media, but in an ad hoc, informal way. US medium-sized businesses, with 100 to 999 employees, were slightly more active, as 33% said they used social media in a strategic way and 19% in an ad hoc way.

When it comes to the specific social channels SMBs are using, Facebook, not surprisingly, tops the list, with 26% of small businesses and 38% of medium-sized businesses saying they used a company Facebook page. Additionally, 20% of small businesses and 32% of medium-sized ones said they also engaged and posted content on relevant Facebook groups. Small businesses were least likely to use geolocation services, with only 3% saying they used them. But for medium-sized businesses, only 6% said they used social bookmarking sites like Digg.

Integration of social media within company processes is one of the latest trends, as larger companies work to incorporate social beyond marketing and into customer service, sales, and research and development. SMBs are also working to do so, but still have a ways to go. Of those respondents that used or planned to use social media, 37.7% already integrated social media into the company website and 22.2% did so within marketing processes. However, more than half (55.1%) of respondents had no plans to integrate social media into the product development process, and 43.9% said they had no plans to do so within a company mobile-friendly website.

A separate May 2012 study from Constant Contact found the majority of US SMBs (60%) were holding their marketing budgets steady in 2012, and that social media marketing was considered effective by only 49% of US small businesses. These smaller companies are holding out, on budgets as well as social media integration, but they would be well-served to follow in the footsteps of larger companies and get involved.

August 21, 2012

Visual outperforms text when it comes to social media engagement

According to a new study from M Booth and Simply Measured, visual content is not only taking over the digital and social media landscape, it’s also outperforming all other mediums when it comes to engagement!

Videos are shared 12X more than links and text posts combined on Facebook
Photos are liked 2X more than text posts on Facebook
48% of all Tumblr posts are photos.
On YouTube, 100 million users are liking, sharing or commenting on videos every week.
Pinterest refers more traffic than Twitter, StumbleUpon, LinkedIn, and Google+ combined

Graphics and videos drive engagement in social media

August 14, 2012August 14, 2012

Moms Trust Blogs

More than two-thirds of mothers consider blogs to be a reliable resource for parenting information

Anxious mothers show a tendency to go online in search of answers to an endless litany of questions about raising and caring for their kids. And mothers who looked to the web for parenting advice considered blogs to be the most trustworthy social media platform, according to a July 2012 survey of US online mothers by blog company BlogHer.

More than two-thirds of respondents said they trusted the information and advice gleaned from blogs. Interestingly, faith in blog posts spiked among mothers ages 28 to 45, at 72%, and was a bit lower among both younger and older moms. After blogs, Facebook was the next most trusted social media network at 64%, followed by YouTube at 36%.
Social Media that US Mom Internet Users Trust for Parenting Advice, by Age, July 2012 (% of respondents)

Mothers are not just reading advice online, they’re also taking it. That can mean that a child-specific product or service endorsed on a blog can soon be in a mother’s shopping cart. The most common purchase made as a result of a recommendation on a mom blog was that of a book, at 63%. But BlogHer also found that 56% of moms had made a food purchase based on a blog testimonial, while 48% had bought a baby product.

August 13, 2012

Google + vanity urls are here… for some

Google+ is finally rolling out custom urls (vanity urls), something that should be old story. Don’t get too excited though, only a few selected verified accounts (read celebrities and big brands) have access to the feature.

Google plans a worldwide roll out, eventually, but no time frame has been announced.

The new url will look like this www.google.com/+your username

August 13, 2012August 13, 2012

Traditional Marketing Is Dead

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.

First, buyers are no longer paying much attention. Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.

Second, CEOs have lost all patience. In a devastating 2011 studyof 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can’t be linked to actual firm equity or any other recognized financial metric.

Third, in today’s increasingly social media-infused environment, traditional marketing and sales not only doesn’t work so well, it doesn’t make sense. Think about it: an organization hires people — employees, agencies, consultants, partners — who don’t come from the buyer’s world and whose interests aren’t necessarily aligned with his, and expects them to persuade the buyer to spend his hard-earned money on something. Huh? When you try to extend traditional marketing logic into the world of social media, it simply doesn’t work. Just ask Facebook, which finds itself mired in an ongoing debateabout whether marketing on Facebook is effective.

In fact, this last is a bit of a red herring, because traditional marketing isn’t really working anywhere.

There’s a lot of speculation about what will replace this broken model — a sense that we’re only getting a few glimpses of the future of marketing on the margins. Actually, we already know in great detail what the new model of marketing will look like. It’s already in place in a number of organizations. Here are its critical pieces:

August 13, 2012August 13, 2012

We must be willing to fail to succeed

Best selling author, world renowned speaker, one of the world’s most popular bloggers, entrepreneur and agent of change, Seth Godin talks about the idea that we must be willing to fail in order to succeed.

July 31, 2012July 31, 2012

Reviews Are Key To Build Consumer Trust

Gaining consumer trust is an important issue for marketers seeking to ensure that they’re not scaring prospective customers away. In fact, a March to June survey of US adults conducted by About.com found that 84% of respondents felt that brands needed to prove themselves trustworthy before they would interact with them or other information sources. Moreover, the study found that there were 10 primary trust “elements,” or cues, that brands must establish in order to engender trust, including accuracy, expertise and transparency.

In a social media context, customers wanted to see that brands had a significant number of positive reviews, and that they didn’t go out of their way to hide the negative ones. The survey found that 41% of respondents said the ability to see reviews on social networks added to their feeling of trust in a brand. Reviews played a bigger role in cultivating trust than seeing that friends had “liked” or recommended a brand, or that the brand had accumulated a large tally of “likes.”

Video was found to improve trust the most when it served as a complement to other types of content. This ties back in to consumers’ hunger for useful information. Brands can build trust with potential customers by demonstrating expertise through quality owned content that is also devoid of a hard sales message.

July 26, 2012July 26, 2012

Consumers Trust Online Reviews As Much As Personal Recommendations

The recent (2012) Search Engine Land’s Local Consumer Review Survey shows that since 2010, consumers are more likely to use the Internet to find local businesses, and they are doing it more often. They are also just as likely to turn to the internet, and trust online reviews as they are to ask for personal recommendations about local businesses.

85% of consumers surveyed have used the internet to find a local business in the past 12 months. This number is up from 79% in 2010.
The majority of consumers surveyed use online reviews to make spending decisions. 27% of consumers are regularly reading online reviews, while another 49% are occasional readers.
65% of consumers (up from 58% in 2010) are reading between 2-10 reviews when researching local businesses.
72% of consumers trust online reviews as they do to personal recommendations.
58% of consumers trust a business which has positive online reviews (up from 55% in 2010)
52% of consumers are more likely to use a local business if they have positive reviews
28% of consumers cite location &/or price as main decision making factor (down from. 38% in 2010)

If you own a business, the statistics are clear, you need a strong online presence, you also need to monitor reviews and be proactive in following up with reviewers in a positive and constructive manner.

Reviews, even negative have always been opportunities to learn, to improve and create fans, do not ignore them, acknowledge reviewers, make things right if you can, pledge to improve, be transparent and truthful

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