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Social Media Study 2009 by People from Cossette This is PART 5 of a summary report for a study into social media behaviour by Canadian advertising agency People from Cossette. The goal of the research is to transcend trends and hype, avoid the brands and buzz of the moment, and focus on behaviour. The research covered Canada, the US and the UK.
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![[object Object]," Those who share company or brand info online are curious, and not at all insensitive to advertising. " ,[object Object],*: 8-10 on a 10 point scale All respondents Canada/US/UK. (n=3,227) ,[object Object],FULL DETAILS](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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#Entertain_me : 50 exemples de marques internationnales qui amusent leurs con...PSST (opinions et tendances 2.0) par jeremy dumont
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donnéDemystify social media & business benefits 21 apr
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Incorporating Social Media into Your Strategy
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Sms bucuresti mar 2012
There is a discrepancy between what marketers think consumers want from social media and what consumers actually want. Marketers believe consumers are interested in generic brand updates and promotions with no immediate reward, but consumers engage because they like the brand and expect a two-way relationship with benefits. Consumers see social media as a way to take their relationship with a brand to the next level. However, most brands only involve their marketing department in social media rather than sales and operations departments, which is what consumers expect. Brands need to get all departments involved to meet consumer expectations on social media.
2011 Thump Using Social Media in your Marketing plan
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
The myth of social media
Most consumers say that social media does not influence their purchasing decisions. While companies spend billions on social media advertising each year, the majority of consumers use social media primarily to connect with friends and family rather than to engage with brands. Even those who follow brands on social media often report that it has little to no influence on what they buy. To be more effective on social media, companies need to focus less on sales and marketing and more on building genuine, responsive communities that provide compelling content to engage customers.
What is Social Media? Will Social Media Work For Me?
This document introduces the concept of Web 2.0 and social media, outlining how people now actively engage with and participate in the internet rather than just using it as a tool. It notes that over half of Americans now research products online and that people trust recommendations from others over traditional advertising. The document then defines social media as any website that invites interaction between users. It argues that businesses should use social media to attract and engage with customers, build loyalty, and differentiate their brand, and debunks common myths about social media, such as the ideas that target customers are not online or that engagement will only lead to negative comments.
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The goal of the research is to transcend trends and hype, avoid the brands and buzz of the moment, and focus on behaviour.
The research covered Canada, the US and the UK.
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Selon une enquête réalisée par Impact Recherche pour l’agence de publicité Le monde de Cossette, ceux qui partagent en ligne au sujet d’une marque sont curieux, et loins d’être insensibles à la publicité.
Conclusion Marques
Selon une enquête réalisée par Impact Recherche pour l’agence de publicité Le monde de Cossette, OUI, les consommateurs parlent des marques sur Internet.
Conclusion Facebook
Selon une enquête réalisée par Impact Recherche pour l’agence de publicité Le monde de Cossette, Facebook (et non Twitter) semble mieux placé pour être un prochain Google. Mais le comportement social va bien au-delà des réseaux sociaux.
Conclusion courriels
Selon une étude d'Impact Recherche pour l'agence de publicité Le monde de Cossette, les médias sociaux pourraient remplacer le courriel comme moyen le plus populaire de partager l’information.
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Conclusion Share
- 4. They spend more time online and are more likely to access the Internet from outside the home . " Those who share company or brand info online are curious, and not at all insensitive to advertising. " FULL DETAILS All respondents Canada/US/UK. (n=3,227)
- 5. They report intense social media habits. General online population (A18+) Shared company/brand info online last wk. " Those who share company or brand info online are curious, and not at all insensitive to advertising. " FULL DETAILS All respondents Canada/US/UK. (n=3,227)
- 8. CONCLUSION Several habits were measured in this study that we feel are forming social media behaviour. FULL DETAILS Share links and recommend useful content Rate things (ex: five star system) Read blogs or personal web pages Write a review about products or services Share things about yourself Comment on others' personal pages or blogs Look up or read what others are sharing about themselves Maintain a personal web page or blog Upload photos/video to share with others Follow links others have found interesting Look at photos/videos others have uploaded CONTRIBUTE SHARE REACT LOOK TRANSMITTERS RECEIVERS
- 10. LUC-ANDRÉ CORMIER V.-P. RESEARCH MONTREAL 514.282.4688 [email_address] NOTE: This is a research brief. More information is available and we’ll be happy to answer your questions or analyze the data based on your specific requirements.
Editor's Notes
- Analysis :
- Analysis :
- C’est en filtrant l’image de marque proposée par l’annonceur dans les canaux push traditionnels que l’émetteur s’approprie une marque, étape essentielle avnat qu’il ne se plaise à véhiculer son regard personnel.