growth Archives - Spinnaker Marketing

May 1, 2012

For Brands, Social Media Shows Returns but Measurement Hurdles Remain

Executives see improvements in marketing and sales efforts, and market share gains as a result of well-planned campaigns

C-suite executives are increasingly convinced of the benefits of engaging with their customers on social media platforms. A February 2012 survey of 329 senior executives in North America by management and digital consulting firm PulsePoint Group and the Economist Intelligence Unit found that the vast majority of companies who had invested in social media saw a positive shift in their bottom line as a result.

Executives who said their companies had established an extensive social media presence reported a return on investment that was more than four times that of companies with little or no social network engagement activity

Companies should use social media to create spaces for consumers to have meaningful conversations with employees and other stakeholders. Almost seven in 10 respondents said they had seen a spike in their sales by letting customers talk about their brands on social media platforms, even if some of that dialogue was negative. This kind of approach builds trust and credibility with consumers, potentially transforming them into brand advocates whose value is immense, if difficult to measure.

April 11, 2012

Google + Gets a Facelift and New Features

With over 170 Million registered users but dismal usage stats, Google + was in need of CPR

Google just announced a major redesign of Google+ “to make the social network “more functional and flexible.”

According to the official Google blog, the redesign is part of its plan to make Google+ easier to use.

“By focusing on you, the people you care about and the stuff you’re into, we’re going to continue upgrading all the features you already know and love—from Search and Maps to Gmail and YouTube,” says Senior Vice President Vic Gundotra in the blog post. “With today’s foundational changes, we can move even faster—toward a simpler, more beautiful Google.”

It looks like Google took a hint from critics and finally recognized that they did not need to reinvent the wheel just make it better. Did they succeed, it’s a little early to say since the new look and features are being deployed as we speak but we can already see that the home page looks pretty familiar, actually, a lot like a mix of the pre “Timeline” Facebook and the new Facebook interface.

Every Facebook redesign draws a lot of criticism and discontent, but will that be enough to breathe life in Google + and increase time spent on the site, which has been seriously lagging ( a few minutes a month, versus Facebook 7+ hours) and recent CNet statistics showing that March time spent increase 27% over February do little to close the gap.

The redesign does not seem to address the botched integration of Google’s other services particularly when it comes to YouTube, and Picasa

November 2, 2011

Big Brands Like Facebook, But They Don’t Like to Pay

Everybody wants to be liked. The question for Facebook Inc. is how much advertisers are willing to pay for the opportunity.

Facebook’s estimated market value, now in the neighborhood of $70 billion, is founded on the belief that companies will spend big to advertise on the site. Facebook’s revenues, which come largely from ads, were $1.6 billion in the first half of this year, up $800 million from a year earlier.

But most of its ads were for small advertisers, such as local businesses and small-scale websites, according to comScore Inc. Facebook is under pressure to grow its advertising on a grand scale, and to snag the sort of big brand names who now drive billions of dollars to TV, radio and print campaigns

Read full article

August 5, 2011August 5, 2011

LinkedIn reports earnings, base growing to 116M

LinkedIn reported its first earning since going public in May. The company reported a $4.5M profit for the second quarter (2c a share) on $121M revenue, a 50% increase over last year.

Don’t get too excited on the earning side, at least in the short term, the company declared that they were willing to sacrifice short term earnings to invest in new technology and product development.

On the user side, LinkedIn announced 116M users, a 61% increase over the same time last year.

The user numbers need to be taken with a grain of salt though. Over the last year, we have seen spammers creating massive numbers of fake profiles to spam discussion groups and infiltrate personal networks.

LinkedIn has been notorious for their lack of action against spam and spammers, one might argue, to ring up higher number of “users”, it will be interesting to see if they will change course in the future and tackle that growing issue before it has an impact on their real base.

Let’s hope for us users that some of the investment in technology and new product will address that growing problem.

August 3, 2011August 4, 2011

The changing internet

A March 2010 to March 2011 study from Silicon Alley Insider shows that the way people spend their time on the internet is rapidly changing and if you are not paying attention, your brand could become a victim.

The study shows a rapid increase (69%) in time spent on Facebook and a steady decrease (9%) in time spent on traditional websites shrunk by 9%

Social media has dramatically changed the way users look and think about the web, how they spend their time on the web and what they expect from the web

Does that mean you should abandon your website? No, but you should seriously think about how you use it and how you drive traffic to it.

If the trend persists, SEO will become less important and will progressively be replaced by social media.

Another recent study (May 2011) by Comscore looks at how users spend their time on social media sites like Facebook. By the way, Facebook accounts for 90% of the time spent on all social media sites

27% of their time is spent “consuming and interacting” on the newsfeed/wall
21% on the profile section
17% on the photo section

Interacting has become a big part of the web experience, experience delivered through social media sites. What that means is if a brand or organization wants to keep their website relevant, they have to promote interaction.

How do you promote interaction on a website? With a blog section, with comments and by integrating your site with social media platforms.