The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands. It found that:
1. Social media exposure was directly linked to sales increases, especially when integrated with other channels like PR, TV or OOH.
2. Social media had one of the largest impacts on changing brand perception over a short period, particularly when used alone.
3. While social media exposure was lower than TV, integrating it with other channels had the most consistent effect on increasing sales.
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands across various media channels. It found that:
1. Social media exposure was directly linked to increases in sales, especially when integrated with other channels like PR, TV or OOH advertising.
2. Integration of social media with other channels had the most consistent impact on sales and consumption.
3. Among the 20 channels analyzed, social media was one of the top drivers of impact on spending and consumption.
YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORTBoris Loukanov
The document provides an overview of a report analyzing the digital impact of 2011 Super Bowl XLV advertisements on social media, brand awareness, and consumer interest. It describes the project goals of measuring key social media metrics like Facebook likes, Twitter mentions, and YouTube views for brands advertised during the Super Bowl. The report analyzed 21 key performance indicators from tools like Topsy, TweetVolume, and SocialMention and found the most important metrics were related to growth in social media followers and engagement on platforms like Facebook, Twitter, and YouTube.
- The rise of on-demand video and social media has changed how people consume television and movies, allowing them to watch anywhere and anytime. This has forced marketers to adapt by using precise viewership data and online platforms.
- Social media marketing campaigns that identify influencers to promote movies on platforms like YouTube and Instagram can reach hundreds of millions of people. Data from these online viewing behaviors allows for highly targeted advertising.
- Streaming services like Netflix use micro-genre categorization and viewership data to inform marketing, production, and recommendation decisions for both movies and television in a way that was not possible before this new era of online consumption.
The document discusses digital peer pressure and social media engagement by businesses. It provides examples of both good and bad social media campaigns.
The good example is of a bookstore owner who honestly shared on social media that the store may have to close, and offered customers a free burrito if they visited. This emotional connection with the community generated many new sales and saved the store.
The bad example is of Skittles allowing unfettered user comments on its website about Skittle colors. Without filters or moderation, negative comments were published. The unclear strategy and informal tone may have encouraged inappropriate responses. The lesson is businesses need control and participation in social media conversations regarding their brand.
The document discusses word of mouth marketing (WOM) theory and its application both historically and in modern social media environments. It summarizes Ernest Dichter's 1960s work on simulating and stimulating WOM through advertising. While advertising saturation and consumer skepticism have increased, social media now allows consumers to instantly share opinions, triggering most WOM. The document analyzes Wiser's Whisky campaign that leveraged TV ads and social media platforms like Facebook and Twitter to foster consumer conversations, demonstrating how brands can apply WOM theory today.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands across various media channels. It found that:
1. Social media exposure was directly linked to increases in sales, especially when integrated with other channels like PR, TV or OOH advertising.
2. Integration of social media with other channels had the most consistent impact on sales and consumption.
3. Among the 20 channels analyzed, social media was one of the top drivers of impact on spending and consumption.
YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORTBoris Loukanov
The document provides an overview of a report analyzing the digital impact of 2011 Super Bowl XLV advertisements on social media, brand awareness, and consumer interest. It describes the project goals of measuring key social media metrics like Facebook likes, Twitter mentions, and YouTube views for brands advertised during the Super Bowl. The report analyzed 21 key performance indicators from tools like Topsy, TweetVolume, and SocialMention and found the most important metrics were related to growth in social media followers and engagement on platforms like Facebook, Twitter, and YouTube.
- The rise of on-demand video and social media has changed how people consume television and movies, allowing them to watch anywhere and anytime. This has forced marketers to adapt by using precise viewership data and online platforms.
- Social media marketing campaigns that identify influencers to promote movies on platforms like YouTube and Instagram can reach hundreds of millions of people. Data from these online viewing behaviors allows for highly targeted advertising.
- Streaming services like Netflix use micro-genre categorization and viewership data to inform marketing, production, and recommendation decisions for both movies and television in a way that was not possible before this new era of online consumption.
The document discusses digital peer pressure and social media engagement by businesses. It provides examples of both good and bad social media campaigns.
The good example is of a bookstore owner who honestly shared on social media that the store may have to close, and offered customers a free burrito if they visited. This emotional connection with the community generated many new sales and saved the store.
The bad example is of Skittles allowing unfettered user comments on its website about Skittle colors. Without filters or moderation, negative comments were published. The unclear strategy and informal tone may have encouraged inappropriate responses. The lesson is businesses need control and participation in social media conversations regarding their brand.
The document discusses word of mouth marketing (WOM) theory and its application both historically and in modern social media environments. It summarizes Ernest Dichter's 1960s work on simulating and stimulating WOM through advertising. While advertising saturation and consumer skepticism have increased, social media now allows consumers to instantly share opinions, triggering most WOM. The document analyzes Wiser's Whisky campaign that leveraged TV ads and social media platforms like Facebook and Twitter to foster consumer conversations, demonstrating how brands can apply WOM theory today.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
JitterJam Social Marketing Case Study: JetboilJitterJam
Jetboil is a leading manufacturer of fast and light-weight outdoor cooking systems. By using JitterJam's social marketing platform, Jetboil has doubled their Facebook fans and increased their Twitter followers by 16x. Jetboil also created a multi-channel campaign through JitterJam to engage their consumers directly with their brand. Learn how JitterJam has helped Jetboil heat up consumer engagement that resulted in consumers opting-in to Jetboil’s communications through e-mail, social and mobile channels.
Facebook is upgrading its video platform by quadrupling traffic over the last year. New features will allow creators to restrict audiences by age, gender, and limit playback. This suggests Facebook aims to create a fully-fledged video platform to squeeze more ad revenue from videos, leveraging its user data advantages over YouTube.
The document discusses how The Beauty Company (TBC) utilized a social media strategy to successfully launch the beauty brand Jabot Cosmetics. Some key points:
1) TBC built excitement before launch by creating a microsite and active Facebook/Twitter pages to engage over 1,000 consumers who provided feedback.
2) On launch day, TBC drove consumers to watch the brand's debut on TV and online via social media. Over 12,000 visited the microsite within hours.
3) Ongoing social media efforts like contests and reviews helped Jabot products sell out on HSN and gain thousands of new customers within two months. TBC's social media approach was critical to Jabot's
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
Online Makeover: As Technology Changes, So Should Your Web SiteChris Gee
Online Makeover: As Technology Changes, So Should Your Web Site. Article from PR News dated September 20, 2010 featuring Chris Gee, Managing Director of Proof Integrated Communications.
B!Digital presented on using Facebook for business purposes. They discussed how Facebook can help companies connect with customers and drive fan engagement through actions on fan pages. B!Digital also explained how they can help companies through Facebook advertising, fan page design, and providing insights into fan behavior. Examples were given of campaigns for 3Italia and Samsung that generated fans and viral reach through games, applications and ads on Facebook.
The document outlines a transmedia communication plan to engage youth consumers for PepsiCo's brands by leveraging new age media like social networks, mobile, and participatory platforms. The plan involves creating an online platform called Pepsi Academy that ties together participation across media through contests, stories, and gamification to build affinity for PepsiCo's portfolio of brands among different consumer segments. If successfully implemented, the plan aims to increase consumer loyalty and sales while strengthening PepsiCo's brand value.
Peter Coffee at CloudLaunch Ottawa 2012Peter Coffee
1) Social networking has surpassed email in terms of users, with over 1 billion social network users in 2011. Companies are seeing more traffic to their Facebook pages than their own websites.
2) Customers now seek insights from other customers online and collaborate on research. They quickly share feedback, both positive and negative. Companies must respond collaboratively and address issues quickly.
3) Business is becoming more social, with 70% of companies adopting social networking by 2012, unlocking $1.3 trillion in value. Social technologies are being used across industries like healthcare, education, and automotive.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
The document provides information about various companies' uses of social media networks like Facebook, Google+, and private social networks. It discusses Grey Poupon's exclusive Facebook campaign to build an engaged community. It also outlines how Houlihans launched a private social network for brand feedback, and how Cadbury effectively uses Google+ with strategies like Hangouts to engage younger audiences and promote products. Overall, the document examines successful and unsuccessful social media case studies.
Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
This document summarizes key findings from a research paper on social media. The research found:
1) Most marketers use social media primarily due to trends rather than proven business benefits. While many believe it helps business growth, the impact is minor for most brands.
2) Social media has limited reach since over 80% of people were already using brands before interacting with them online. It cannot replace traditional media which has greater penetration.
3) Consumers use social media primarily for useful information and deals from brands, not conversation. Marketers overestimate customers' desire for dialogue.
The document recommends marketers focus social media efforts on providing relevant content rather than conversations, and allocate no more than
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Ogilvy: Exposure to Social Media Linked with Changes in Sales and Brand Perce...Brian Crotty
1. A study analyzed the impact of social media exposure on sales and brand perception for restaurants. It found that social media exposure alone can impact brand perception, but integration with other channels like PR, TV, or outdoor advertising is most effective for increasing sales.
2. When social media exposure was combined with other channels, there were significant increases in spending and consumption, like a 17% increase when combined with PR exposure.
3. The study found social media was one of the top two drivers for impacting both spending/consumption and brand perception changes.
The survey found that social influencers play an important role in driving brand affinity and purchase decisions. Known peer influencers have the strongest influence throughout the marketing funnel, from awareness to action. However, other types of influencers like key influencers, social influencers, and user-generated content also influence consumers, especially in the early awareness stage. The findings imply that brands need to better understand who influences perception for their industry and engage with various influencers across the marketing funnel in order to be successful with social influence marketing.
This document discusses social media and return on investment (ROI). It summarizes arguments that question whether social media provides ROI, including statistics showing low referral rates from social media to sales. However, it also provides counterarguments that social media builds long-term advocacy and sales. It notes social media is the most trusted advertising source, increases effectiveness of other marketing, and is important for customer service, PR and issues management. While not driving immediate sales, social media engagement over time can increase spending by 20% and turn detractors into loyal customers. The document concludes integrated social media combined with other channels has higher impact than any single medium alone.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
JitterJam Social Marketing Case Study: JetboilJitterJam
Jetboil is a leading manufacturer of fast and light-weight outdoor cooking systems. By using JitterJam's social marketing platform, Jetboil has doubled their Facebook fans and increased their Twitter followers by 16x. Jetboil also created a multi-channel campaign through JitterJam to engage their consumers directly with their brand. Learn how JitterJam has helped Jetboil heat up consumer engagement that resulted in consumers opting-in to Jetboil’s communications through e-mail, social and mobile channels.
Facebook is upgrading its video platform by quadrupling traffic over the last year. New features will allow creators to restrict audiences by age, gender, and limit playback. This suggests Facebook aims to create a fully-fledged video platform to squeeze more ad revenue from videos, leveraging its user data advantages over YouTube.
The document discusses how The Beauty Company (TBC) utilized a social media strategy to successfully launch the beauty brand Jabot Cosmetics. Some key points:
1) TBC built excitement before launch by creating a microsite and active Facebook/Twitter pages to engage over 1,000 consumers who provided feedback.
2) On launch day, TBC drove consumers to watch the brand's debut on TV and online via social media. Over 12,000 visited the microsite within hours.
3) Ongoing social media efforts like contests and reviews helped Jabot products sell out on HSN and gain thousands of new customers within two months. TBC's social media approach was critical to Jabot's
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
Online Makeover: As Technology Changes, So Should Your Web SiteChris Gee
Online Makeover: As Technology Changes, So Should Your Web Site. Article from PR News dated September 20, 2010 featuring Chris Gee, Managing Director of Proof Integrated Communications.
B!Digital presented on using Facebook for business purposes. They discussed how Facebook can help companies connect with customers and drive fan engagement through actions on fan pages. B!Digital also explained how they can help companies through Facebook advertising, fan page design, and providing insights into fan behavior. Examples were given of campaigns for 3Italia and Samsung that generated fans and viral reach through games, applications and ads on Facebook.
The document outlines a transmedia communication plan to engage youth consumers for PepsiCo's brands by leveraging new age media like social networks, mobile, and participatory platforms. The plan involves creating an online platform called Pepsi Academy that ties together participation across media through contests, stories, and gamification to build affinity for PepsiCo's portfolio of brands among different consumer segments. If successfully implemented, the plan aims to increase consumer loyalty and sales while strengthening PepsiCo's brand value.
Peter Coffee at CloudLaunch Ottawa 2012Peter Coffee
1) Social networking has surpassed email in terms of users, with over 1 billion social network users in 2011. Companies are seeing more traffic to their Facebook pages than their own websites.
2) Customers now seek insights from other customers online and collaborate on research. They quickly share feedback, both positive and negative. Companies must respond collaboratively and address issues quickly.
3) Business is becoming more social, with 70% of companies adopting social networking by 2012, unlocking $1.3 trillion in value. Social technologies are being used across industries like healthcare, education, and automotive.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
The document provides information about various companies' uses of social media networks like Facebook, Google+, and private social networks. It discusses Grey Poupon's exclusive Facebook campaign to build an engaged community. It also outlines how Houlihans launched a private social network for brand feedback, and how Cadbury effectively uses Google+ with strategies like Hangouts to engage younger audiences and promote products. Overall, the document examines successful and unsuccessful social media case studies.
Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
This document summarizes key findings from a research paper on social media. The research found:
1) Most marketers use social media primarily due to trends rather than proven business benefits. While many believe it helps business growth, the impact is minor for most brands.
2) Social media has limited reach since over 80% of people were already using brands before interacting with them online. It cannot replace traditional media which has greater penetration.
3) Consumers use social media primarily for useful information and deals from brands, not conversation. Marketers overestimate customers' desire for dialogue.
The document recommends marketers focus social media efforts on providing relevant content rather than conversations, and allocate no more than
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Ogilvy: Exposure to Social Media Linked with Changes in Sales and Brand Perce...Brian Crotty
1. A study analyzed the impact of social media exposure on sales and brand perception for restaurants. It found that social media exposure alone can impact brand perception, but integration with other channels like PR, TV, or outdoor advertising is most effective for increasing sales.
2. When social media exposure was combined with other channels, there were significant increases in spending and consumption, like a 17% increase when combined with PR exposure.
3. The study found social media was one of the top two drivers for impacting both spending/consumption and brand perception changes.
The survey found that social influencers play an important role in driving brand affinity and purchase decisions. Known peer influencers have the strongest influence throughout the marketing funnel, from awareness to action. However, other types of influencers like key influencers, social influencers, and user-generated content also influence consumers, especially in the early awareness stage. The findings imply that brands need to better understand who influences perception for their industry and engage with various influencers across the marketing funnel in order to be successful with social influence marketing.
This document discusses social media and return on investment (ROI). It summarizes arguments that question whether social media provides ROI, including statistics showing low referral rates from social media to sales. However, it also provides counterarguments that social media builds long-term advocacy and sales. It notes social media is the most trusted advertising source, increases effectiveness of other marketing, and is important for customer service, PR and issues management. While not driving immediate sales, social media engagement over time can increase spending by 20% and turn detractors into loyal customers. The document concludes integrated social media combined with other channels has higher impact than any single medium alone.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
Fluent: The Razorfish Social Influence Marketing ReportMatthew Pantoja
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Effective social influence marketing requires understanding who influences consumers and how that influence changes.
The survey found that social influencers have a significant impact on consumers' brand awareness, consideration, and purchasing decisions. Known peer influencers have the strongest influence, especially in the later stages of the marketing funnel. While top-down branding remains important, brands must also participate in conversations on social media to connect with consumers. The type of influencer that matters most varies depending on the industry and stage in the purchase process. Brands need to understand who influences their target consumers and how influence changes throughout the marketing funnel.
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
The survey found that traditional top-down branding is becoming less effective as social media grows. Consumers rely on their personal networks to learn about products and services, and influence each other's opinions. Both active social media users and less frequent users are influenced by social influencers in their purchase decisions across different industries. The findings suggest that brands must connect more directly with consumers and be more transparent, as consumers shape brands through social platforms but do not fully trust brands' own marketing efforts on social media.
Beyond Listening: Reinventing Social Keyword Monitoring Infini Graph
@ChaseMcMichael - Keyword-based social monitoring tools are difficult to optimize for targeted content delivery. They can also be difficult to use. In this session you will learn how, by leveraging your customers’ "Content Consumption Graph" you can not only deliver more relevant content but also dramatically boost engagement with that content. You will also see how advanced social intelligence techniques can deliver detailed graphs with insightful audience data.
The document discusses using electronic word-of-mouth (eWOM) on social media to increase return on investment (ROI). It examines how to measure eWOM engagement and the types of content that sparks positive eWOM. Case studies on Zappos and Hokey Pokey ice cream show that building communities and incentivizing influencers to spread positive messages can lead to increased brand awareness, ROI, and sales revenue from social media campaigns. While many social media users are inactive, the document concludes that eWOM through true engagement and influential individuals within a community sense can directly impact a business's ROI.
The document discusses the decline of traditional media models and the rise of social media and word-of-mouth marketing. It provides several examples of traditional media outlets that have declined or shut down and data showing drops in newspaper circulation and TV viewership. At the same time, it outlines how social media usage and trust in peer recommendations are growing. The document advocates learning new skills like engagement and conversation over traditional advertising and presents several case studies of companies successfully using social media.
How To Sell Through Social Media – And Why B2Cs Have A Lot To Learn From B2BsJonathan Wichmann
The slide deck from my presentation at Dialogkonferansen 2014 in Strömstad, Sweden.
A big thanks to Augie Ray who provided a lot of the data (http://www.experiencetheblog.com/2014/04/what-if-everything-you-know-about.html).
Visit OrcaSocial.com to learn how we help B2B companies use social media and social technologies the right way.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Experiential marketing allows customers to interact with brands in sensory ways to experience products firsthand. With over 50% of internet time spent consuming content and billions of hours spent on social networks each month, social media is a powerful tool for brands to engage customers and move products. Examples were given of companies like Old Spice, Nutella, and Stone Brewery that have used creative social media campaigns to drive engagement, sales, and brand loyalty. The presentation emphasized the importance of social media for brands and provided recommendations for craft breweries to decide audiences, develop content, and engage key stakeholders through their social media strategies.
Similar to Does investing in Social Media create business value? (20)
Does investing in Social Media create business value?
1. Does investing
in social media
create business
value?
A study of the impact of exposure to social
media on sales and brand perception
Irfan Kamal Dr. Walter Carl
Senior Vice President Founder, Chief Research Officer
Ogilvy & Mather ChatThreads
2. Executive summary:
5 things you should know
Is exposure to social content—on online social sites like Facebook and Twitter—
effective in rapidly shaping brand perceptions or driving sales? To help answer
this question, Ogilvy and ChatThreads enlisted approximately 400 US restaurant
consumers who tracked and reported 5,295 touchpoints with five restaurant
brands across all major types of media. As part of the Ogilvy-ChatThreads Integrated
Social Media: Sales Impact Study 2011, we also collected pre- and post-exposure data on
their spending, consumption and brand perceptions.
What did we find?
1. Social media exposure is directly linked with increases in sales. Integrated social
media (social content + one or more other channels) exposure is linked with significant
increases in spend and consumption—for example, social media + PR exposure was
associated with a 17% spend increase compared to the prior week without these.
2. Integration matters. Exposure to social content was most consistently effective when
it was combined with exposure to other types of media channels.
3. Social media is a top driver of impact. Out of the 20 channels analyzed, social
media was No. 1 or No. 2 in magnitude of impact on spend and consumption.
4. Social media exposure is directly linked with changes in brand perception.
Social media by itself is particularly effective at rapidly impacting brand perception—
exposure to social media generated the largest impact on brand perception over a
short (one week) period of time.
5. Brand exposure in social media is low. Weekly social media exposure to brand
mentions was relatively low (24% of panel) vs. television branded exposure (69% of panel),
even in this selected high social media consumption group of consumers.
1
3. Introduction
Although two-thirds of the online population is active in social media,1 there’s still uncertainty
among brands about the real return on investment from social media engagement.
That’s to be expected, given the rapid growth of the medium. Still, with an estimated
70% of brands on target to increase their social media budgets by more than 10% this year,2
there’s increasing pressure to understand just what the value of all these so-called fans and
followers really is.
Is there the potential for brands to drive improved revenue and/or preference by engaging
in these channels?
To answer that question, it’s useful to understand the impact of media mix—not
theoretically, but in practice. Many brands are talking about “owned, earned and paid”
media models, believing the combination must be stronger, but there’s little clear evidence
of that to date.
Some key questions faced by brands include:
• How does exposure to integrated social content impact key metrics such
as sales and brand perception?
• integration matters, what are some of the channels to consider aligning?
If
• Are there situations where social content exposure works by itself?
2
4. Research
Research to date has been conflicting. We’ve seen survey data from Edison Research
showing the link between social networks and sales—24% of social network users cited
Facebook as an influence on their buying decisions.3
However, we’ve also seen evidence from Forrester The study, which ran in two
Research/GSI Commerce suggesting that less staggered time periods from
than 1% of website sales are driven by direct clicks January 20, 2011, to May 6, 2011,
from social networks.4 Which is it? Is social captured a total of 5,295 interactions
media really moving the needle on important with five different restaurants.
business measures or not?
To help move along our understanding of social media impact, Ogilvy, along with
BrandEncounter™ research platform provider ChatThreads, decided to design a study to
specifically address these questions. Our study was designed to look at the impact on sales
(and perceptions) of what consumers actually noticed at any point during the tracking
period—moving beyond direct clicks or opinions. We chose the Quick Service Restaurant
(QSR) category for two key reasons:
1. The higher frequency of purchases allowed us to capture changes in a relatively short
time period.
2. The existence of QSR multichannel media programs allowed us to look at the
interactions between more than 20 brand touchpoints, including social media, PR,
TV, print, radio and out of home (OOH).
We provided 404 US restaurant consumers with ChatThreads’ BrandEncounter™
touchpoint tracking tool to capture all of their interactions.
TOUCHPOINT EXAMPLES
LEGEND
SOCIAL OUT OF HOME
“[Wendy’s] facebook EXAMPLES EXAMPLES
post on my wall the
burger looks
good—‘Just a friendly
reminder that our “[McDonald’s] great billboards
burgers are made with a smiling face that spells
with 100% pure...’”
out outrageous values”
“Friends been out at
KFC and enjoyed a
“People that love taco bell are just delicious meal.
meal.”
”
blogging at their experience there and
people who work there are commenting
“[Subway’s] on how much their company is hiring
billboard because of the need for jobs.”
jobs.”
made me
want to buy it”
“This person really
loves KFC and goes
there weekly”
VISIT
Source: Ogilvy and ChatThreads.
It’s important to note that we specifically looked at changes in purchase, consumption and
attitudes. It’s not hard to imagine that fans of a brand spend more than non-fans, so
we were only interested in lifts over and above that baseline.
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5. What we found:
Brand exposure—
TV dominates
Social media touchpoints in the QSR category are part of a larger paid, owned and earned
media landscape. TV advertisements dominate the paid media landscape. Sixty-nine percent
of consumers noticed a TV ad for one of the five brands during a seven-day period, with
TV ads representing 24% share of all touchpoints. The second most frequently noticed
paid media touchpoint was OOH, specifically billboard advertisements. Thirty-six percent
of consumers noticed a billboard ad for one of the five brands (7% share of the paid media
touchpoints). Twenty-four percent of consumers encountered a social media touchpoint—
defined as status updates, company brand pages, updates and feeds on Facebook and
Twitter, online videos on YouTube and other venues, blogs, online ratings and reviews—
during a seven-day period, representing 5% share of all touchpoints.
RELATIVE EXPOSURE TO DIFFERENT TOUCHPOINTS
Word of Mouth (WOM)
Out of Home (OOH)
TV
Social Media
Radio PR
Online Website Search Print
Source: Ogilvy and ChatThreads.
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6. What we found:
Social media and sales—
integration matters
We looked at the change in purchase and consumption of food before and after the brand
interaction reporting period. The following are key findings from our analysis of the data:
Social media, particularly when combined with OOH, PR or TV exposure, is associated
with significant sales (purchase and consumption) changes. The following are the major
social media impacts on sales that were identified during this study:
• People who were exposed to social media + PR (across the entire category) increased
their spending by 17% over the previous week
• People who were exposed to social media + TV (for Wendy’s) were twice as likely
to buy more than they did the previous week
• People who were exposed to social media (for KFC) were seven times more likely to
spend more than they did the previous week
• Social media + OOH exposure (across the entire category) was linked to a 1.5× higher
likelihood of increase in how much people spent or bought
One of our most interesting observations was that exposure to multiple channels
was most often associated with sales impact. In four out of five cases with significant
associations, consumers were exposed to multiple channels. The specific exposure
combinations that were associated with sales impact were social media plus OOH (twice),
social media plus PR, and social media plus TV.
SOCIAL MEDIA IMPACT ON SALES
+17% increase LEGEND
in spend (category) SOCIAL
1.5x greater TV
likelihood of increase in spend PR
or consumption (category)
2x greater
OOH
likelihood of increase in
consumption (Wendy’s)
7x greater
likelihood of increase in consumption (KFC)
Source: BrandEncounter™ QSR tracker.
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7. What we found:
Social media and
brand perception—social
media works rapidly
In contrast to the interaction effects with traditional media driving purchase and consumption
behavior, brand perception and brand favorability over the short time period studied were
largely driven by social media touchpoints on their own.
When it comes to shifting brand favorability rapidly, social media appears strongest.
Of the significant results around shifting brand perception, only one in four involved
traditional media in addition to social media. Social media was largely responsible for
shifting perceptions of brand favorability, “best value” and “great dining experience.”
This is probably due to the short time period (seven days) for reporting—but it confirms
that social media can have a rapid impact on attitudes. Other media, including television,
are expected to have a longer-term impact.
The following are the major social media impacts on brand perception and favorability
that were identified during this study:
• People encountering KFC social media touchpoints demonstrated a 250% increase
in their perception of KFC as a “great dining experience”
SOCIAL MEDIA IMPACT ON BRAND PERCEPTION
“a great dining brand “best value” “a great dining
experience” favorability for the money experience”
250% 5x 45% −220%
increase increase increase decrease
People encountering KFC Brand favorability for Also, among those exposed Conversely, consumers
social media touchpoints people exposed to to McDonald’s social who were exposed to social
demonstrated a 250% McDonald’s social touchpoints, there was a media and public relations
increase in their perception touchpoints increased five 45% increase in their touchpoints for Taco Bell
of KFC as a “great dining times over the change in perception that McDonald’s had a 220% LOWER shift
experience” people not exposed provided the “best value” in their perceptions of Taco
for the money Bell as providing a “great
dining experience”
Source: Ogilvy and ChatThreads.
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8. • Brand favorability for people exposed to McDonald’s social touchpoints increased five
times over the change in people not exposed
• Also, among those exposed to McDonald’s social touchpoints, there was a 45%
increase in their perception that McDonald’s provided the “best value” for the money
• Conversely, consumers who were exposed to social media and public relations
touchpoints for Taco Bell had a 220% LOWER shift in their perceptions of Taco Bell
as providing a “great dining experience”
The Taco Bell case was driven by the social sharing of controversial news stories about the
ingredients used in Taco Bell’s meat products in Q1 2011.
There was also evidence that social media and OOH (specifically, billboard ads) led to a 2.6×
higher shift in the perception that Subway “tastes great,” but due to only 4.5% of consumers
encountering this combination of Subway touchpoints we treat this result as directional.
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9. Practical implications:
7 ways to use the findings
1. Increase customer and prospect exposure to engaging social content. We know
social content exposure has business impact, but actual exposure is remarkably low,
even in a social media savvy audience. Increasing exposure to social content should
impact sales and brand perception.
2. Integrate your media for maximum impact. Consider online-, search- and place-
based ads that tie into the themes that are resonating in social media.
3. When evaluating sales impact of social content, look beyond just direct clicks.
Think of ways to track how exposure has an impact on both online and offline sales:
for example, with surveys, loyalty program tracking or coupons.
4. Monitor social media closely. Identify and respond to negative WOM or press.
The study shows these negative discussions do impact brand perception.
5. Use social experiences to drive changes in brand perception. The data demonstrate
that social content can change your brand’s image. Incorporate social content into
branding programs and track perception metrics.
6. Plan social content in a way that has the best chance to bring out the brand
qualities you want emphasized. Create your conversation starters and other
engagement tactics to help bring out the types of messages and discussion that will
reinforce your brand’s core attributes and promises.
7. Keep social content fresh, and allow for authentic self-expression. There was lively
discussion on many of the brand social media presences, both negative and positive.
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10. Methodology details
For this study, Ogilvy and ChatThreads selected five large QSR brands with active social
media presences: KFC, McDonald’s, Subway, Taco Bell and Wendy’s.
ChatThreads’ BrandEncounter™ platform was used to collect and analyze the data.
BrandEncounter™ enlists consumers armed with their mobile phones to report brand
encounters and reactions immediately, at the time of experience. Over a period of seven
days, participants report the brand, type of touchpoint (e.g., saw billboard, saw TV ad,
saw print ad, heard a radio ad, read a news article, spoke to a friend, noticed Facebook
status update, visited brand page, read a Tweet, etc.), and consumer sentiment about the
touchpoint. Consumers submit any type of encounter and are not limited to a prescribed
list. All submissions are automatically time- and date-stamped. Participants also have the
option of adding pictures and notes to the data. Pre- and post-surveys are conducted for
consumers to measure changes in behavior and intentions.
Four hundred and four US consumers participated on a rolling seven-day basis, submitting
5,295 touchpoints between 1/20/11 and 5/6/11 (two staggered time periods). This study
was designed to look exclusively at the immediate impact of exposures: participants
tracked their exposure during a seven-day period, and provided pre- and post-data on
their consumption and spend. Participants were screened for three criteria: 1) having a
favorable view of at least one of the five QSR brands; 2) making recent QSR visits (at least
a few times per month); and 3) being active on at least two social media venues in the past
month (for example, visiting Facebook, reading a blog post or viewing a YouTube video).
Seventy-five percent were a brand fan or follower of at least one QSR brand, while 25%
comprised a control group matched for favorability, QSR visits, and social media activity
but were not fans/followers of any QSR brands.
Participant demographics were as follows:
• Female: 67%
• Median age: 34
• Had annual household incomes less than $50,000: 47%
• Geographic distribution: South: 38%; Midwest: 24%; West: 20%; Northeast: 18%
• Had mobile phone with a data plan that allowed them to connect to the Internet and
send emails: 79%
• Had unlimited SMS/text messaging plan: 80%
To minimize the impact of QSR brand fans or followers who already spend more
than others, we looked specifically at the relationship between touchpoint exposure and
pre- and post-changes in purchase (consumption, spend). Thus, we only report results
for lifts over and above a consumer’s baseline level of purchase and consumption activity.
We looked at a short time frame (one week) to focus in on the immediate impact of the
touchpoints, and only report statistically significant results (95% confidence interval, p 0.05).
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11. References
1. Nielsen: “By the end of 2008, social networking had overtaken email in terms of worldwide
reach. According to the study, 66.8% of Internet users across the globe accessed
‘member communities’ last year, compared to 65.1% for email.” Reported by Mashable,
http://www.mashable.com/2009/03/09/social-networking-more-popular-than-email.
2. Seventy percent plan to increase their social media budget by more than 10%
this year, according to a poll from Effie Worldwide, Inc. and Mashable.
http://www.mashable.com/2011/04/19/marketers-social-media-spend. Also,
according to a November 2010 survey of business executives around the globe
by StrongMail, nearly two-thirds of companies will increase spending on
email marketing, and 57% will put more dollars toward social media marketing.
Search took a distant third place, with 41% of respondents indicating they would
spend more. Reported at: http://www.emarketer.com/Article.aspx?R=1008135.
3. “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,
”
Edison Research/Arbitron, 2011.
4. “The Purchase Path of Online Buyers, Forrester Research/GSI Commerce, March 16, 2011.
”
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