Top Areas For Social Marketing Investment and Biggest Social Marketing Challenges in 2012
From Awareness, Inc
Creators of the Social Marketing Hub
The definitive social marketing industry report.
In December 2011 Awareness surveyed over 320 marketers from a wide variety of industries and levels of social marketing experience. This report brings to you those insights and benchmarks to solidify your social marketing strategy, grow your social footprint and engage with your audiences for maximum return. You will learn how leaders allocate resources, discover the top social platforms and social media management tools they use, social marketing investment priorities, and the practices companies will adopt to ensure 2012 is the year of the social business.
You will notice some underlying themes in this report:
- Executives and senior managers are looking for traction in three key areas – ROI, integration of social with lead generation and sales, and expansion of social presence and reach.
Below is an excerpt from ANA Marketing’s The Five Drivers to Creating and Maintaining Brand Loyalty
. Visit the ANA Marketing web site to read this post in its entirety. To discover more tips on using social media to build your brand, register for the ANA’s course on The Art and Science of Brand Building that begins on April 18, 2011 in New York, NY.
Cheryl Riina, independent consultant, discussed the five drivers to creating and maintaining brand loyalty. Riina stated that 80% of business comes from 20% of customers, as brand loyalists are committed “true believers.” Technology has revolutionized the way we do business. Resulting from the combination of a radically transformed marketplace, revolutionized communication, and the challenging economic environment, we now have a “more experienced, more demanding, harder-to-please, and tech savvier consumer.” Given the challenges, one might assume that brand loyalty is a phenomenon of the past, but customers want to be loyal because they save time and simplify their lives with loyalty. Brand loyalty creates many benefits for a company, including the following:
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ana marketing,
brand awareness,
brand management,
brand marketing,
branding
The Association of National Advertisers (ANA) is the advertising industry’s oldest trade association, founded on June 24, 1910 in Detroit, Michigan by 45 companies to safeguard and advance the interests of advertisers and consumers. ANA Today Insights is a newsletter that provides market information on indispensable business insight, collaboration opportunity & industry advocacy. Visit the ANA web site for more information and how to become a member.
In a world dominated by social media every marketer is now a publisher and every publisher is now a marketer. Mass socialization is taking place, with consumers spending more than six hours per month engaged in social media. Fifty-five percent of U.S. adults have a Facebook page today. This rise in consumer conversations means that people are listening to what brands say and how they respond to consumer issues online. When organizing internally for social media, marketers have to first fight the myth that it “can’t be done.”
Tagged as:
ana,
del monte,
social media
If you haven’t seen the flurry of conversations the past two days, let me be the one to tell you that Forrester has just released a very insightful report on the use of Location-based Services (LBS). Specifically, the use of applications such as Foursquare, Gowalla and Loopt as a means for companies to engage and interact with consumers. LBS applications, as an emerging technology, has a lot of consumers (of the people surveyed 84% had never even heard of Foursquare, Gowalla, or Loopt) and brands wondering if it is technology that is all hype — not surprising since any new technology has a period of adoption while users determine it’s stickiness.
The report contains a lot of insightful information regarding the current fragmentation of the LBS application market — currently, consumers are having to choose between Foursquare, Gowalla and Loopt — where even someone like me, who considers herself a hard-core user of LBS applications has a hard time knowing what each application offers that’s unique from the other. And we haven’t even seen the impact that Google could / will have on LBS applications.
Tagged as:
foursquare,
location-based services,
newsweek,
paco underhill,
social influence,
social marketing
Original post: eModeration publishes new white paper: Communities of Purpose
A new white paper from moderation and community management company, eModeration, details how best a ‘community of purpose’ can be managed, to maximise the engagement and support that these communities can offer their members.
The paper, Communities of Purpose, focuses on interactive online communities with a clear goal, otherwise known as ‘communities of purpose’. Brands and not-for-profit organisations alike can establish these communities to act as a focal point for members to meet, contribute content and provide mutual support. Think of Weight Watchers, Walk the Walk (raising money to combat breast cancer) or Liberal Democrat Voice for example.
This paper (co-authored by eModeration’s CEO, Tamara Littleton, and Head of Community Ashley Cooksley) gathers the thinking from some of the highly respected voices in community management today to provide clear, practical advice to those thinking about establishing a community of purpose. It details best practice for the management of Communities of Purpose in order to maximise the engagement and support that these communities can offer their members. Including:
Tagged as:
communities of purpose,
community,
eModeration,
social communities
