The document summarizes a study exploring the interplay between social media and search behavior. The study found that exposure to social media, especially brand-influenced social media, increases lower-funnel search queries and click-through rates on paid search ads. Consumers exposed to both social media and paid search ads were more likely to search for brand and product terms and had higher online engagement. The findings suggest an opportunity to better allocate marketing budgets between paid, owned, and earned media to improve performance.
The Influenced Social Media Search And The Interplay Of Consideration And Con...Agency 323
This document summarizes a study on the interplay between social media and search behavior. The study found that exposure to social media, especially brand-influenced social media, increases lower-funnel search behavior related to brands and products. Consumers exposed to both influenced social media and paid search ads were more likely to search for brands, spent more time online, and had higher click-through rates on paid search ads compared to those exposed to paid search alone. The results suggest an opportunity for advertisers to better target consumers and improve returns by integrating social media marketing with search advertising.
1) The document examines the role of search and social media in the consumer purchase pathway. It finds that while search is still the most common starting point, social media is growing in importance, with 48% of converting users utilizing both search and social media.
2) It reveals that search plays a role throughout the purchase process, especially for pricing comparisons, while social media helps with awareness and consideration of new brands and products.
3) The research also identifies a "late kick" effect, where search and social activity intensifies in the last 30 days before purchase, signaling that the purchase decision has not been finalized.
1) The document discusses a study that examined the relationship between search and social media in the consumer purchase journey.
2) The study found a strong correlation between engagement with search and social media, and that engagement with social media can increase search performance for brands.
3) A follow up study with Dell and other brands further explored the causal relationship between search and social media in the online purchase process. This study found that when consumers were exposed to both search and social media influenced by a brand, the brand's search click-through rate went up 94%.
Social media in advertising & marketinggfrancoleone_7
Social media provides opportunities for brands to connect with customers and influence purchasing decisions. Companies use social media to build brand awareness through sustained messaging that reaches customers both when they are actively shopping and at the time of purchase. Consumers research products online and through social media and are influenced by reviews and recommendations from friends and other consumers they view as trusted sources. Effective social media strategies create engaging content tailored to specific platforms and focus on starting conversations rather than just promoting products.
GfK NextGeneration- Social Media Marketing During the Holiday Season Iris Wen
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season. The research was conducted with quantitative and qualitative methods on the following topics:
-Identifying the visibility of social media marketing during the holiday season
-Compare the involvement of consumers on social media to business activities
-Generate social media market strategies to further engage consumers during the holiday season.
CONSUMERS’ ATTITUDE TOWARDS brands on Social Networking SitesJitendra Raichandani
The document summarizes research on consumers' attitudes towards brands that use social media marketing. It finds that social media has a significant role in public relations, brand involvement, and brand commitment. The research was descriptive and collected data from 100 respondents. It found that most respondents are active on social media and follow brands for information, discounts, and because they are customers. Additionally, many believe that brands on social media reflect their personality and that they can communicate directly with brands online. However, some respondents also expressed uncertainty or skepticism about brands monitoring their associations and potentially misleading them in the future. In conclusion, the study found that social media has a strong impact on public relations, brand involvement, consumer buying behavior, and brand commitment.
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season.
The Influenced Social Media Search And The Interplay Of Consideration And Con...Agency 323
This document summarizes a study on the interplay between social media and search behavior. The study found that exposure to social media, especially brand-influenced social media, increases lower-funnel search behavior related to brands and products. Consumers exposed to both influenced social media and paid search ads were more likely to search for brands, spent more time online, and had higher click-through rates on paid search ads compared to those exposed to paid search alone. The results suggest an opportunity for advertisers to better target consumers and improve returns by integrating social media marketing with search advertising.
1) The document examines the role of search and social media in the consumer purchase pathway. It finds that while search is still the most common starting point, social media is growing in importance, with 48% of converting users utilizing both search and social media.
2) It reveals that search plays a role throughout the purchase process, especially for pricing comparisons, while social media helps with awareness and consideration of new brands and products.
3) The research also identifies a "late kick" effect, where search and social activity intensifies in the last 30 days before purchase, signaling that the purchase decision has not been finalized.
1) The document discusses a study that examined the relationship between search and social media in the consumer purchase journey.
2) The study found a strong correlation between engagement with search and social media, and that engagement with social media can increase search performance for brands.
3) A follow up study with Dell and other brands further explored the causal relationship between search and social media in the online purchase process. This study found that when consumers were exposed to both search and social media influenced by a brand, the brand's search click-through rate went up 94%.
Social media in advertising & marketinggfrancoleone_7
Social media provides opportunities for brands to connect with customers and influence purchasing decisions. Companies use social media to build brand awareness through sustained messaging that reaches customers both when they are actively shopping and at the time of purchase. Consumers research products online and through social media and are influenced by reviews and recommendations from friends and other consumers they view as trusted sources. Effective social media strategies create engaging content tailored to specific platforms and focus on starting conversations rather than just promoting products.
GfK NextGeneration- Social Media Marketing During the Holiday Season Iris Wen
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season. The research was conducted with quantitative and qualitative methods on the following topics:
-Identifying the visibility of social media marketing during the holiday season
-Compare the involvement of consumers on social media to business activities
-Generate social media market strategies to further engage consumers during the holiday season.
CONSUMERS’ ATTITUDE TOWARDS brands on Social Networking SitesJitendra Raichandani
The document summarizes research on consumers' attitudes towards brands that use social media marketing. It finds that social media has a significant role in public relations, brand involvement, and brand commitment. The research was descriptive and collected data from 100 respondents. It found that most respondents are active on social media and follow brands for information, discounts, and because they are customers. Additionally, many believe that brands on social media reflect their personality and that they can communicate directly with brands online. However, some respondents also expressed uncertainty or skepticism about brands monitoring their associations and potentially misleading them in the future. In conclusion, the study found that social media has a strong impact on public relations, brand involvement, consumer buying behavior, and brand commitment.
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season.
Schivinski, Christodoulides, Dabrowski 2016 - measuring consumers ’ engagem...Roger Smith
Measuring Consumers’ Engagement
With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
- Branded content on Facebook reaches far more people through unpaid impressions in the Newsfeed than through visits to brand pages. Users are 40-150 times more likely to see branded content in their Newsfeed than on a brand's page.
- There are two key audiences for branded content on Facebook - fans of the brand and friends of those fans. While fans are easier to directly reach, friends of fans typically represent a much larger potential audience, sometimes over 100 times larger than the fan base.
- When brands focus on engaging their fans, they can benefit from significant additional exposure among the friends of those fans, exposure that often surpasses the reach among fans themselves.
1. The document contains summaries of multiple research studies related to advertising effectiveness, word-of-mouth marketing, and the influence of social media and digital platforms on consumer purchase decisions.
2. Key findings include that positive word-of-mouth was found to be one of the most influential factors on sales, and research into brands on Facebook found that friends and fans play an important role in how marketing messages are disseminated and influence consumers.
3. Additional research examined how digital and social media have changed the consumer purchase process for various product categories, finding that shoppers now expect empowerment and freedom in their purchasing experience and enjoy sharing their purchases online post-decision.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
George Rossolatos pres 2018 "The impact of digital technologies on marketing ...//disruptiVesemiOtics//
The document discusses how positioning, segmentation, and targeting are being redefined due to changes in consumer behavior and interactions online. Key points include:
1) Segmentation is shifting from traditional demographic variables to emerging consumer groups defined by interactions with branded content and online communities.
2) Targeting criteria are changing from individual consumers to online communities influenced by social dynamics and leaders/influencers.
3) Marketing is moving from one-way communications to many-to-many interactions as consumers actively co-create brand meaning through user-generated content.
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...Jordi Sabater Domènech
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
1. Understanding the Social Media Brand Impression.
2. Facebook Fan & Friend of Fans Segments and Impressions.
3.The Brand Fan and Social Marketing.
4.Reaching Consumers at Scale with Branded Content.
5.Social Media Audience Analysis.
6.Facebook as a Global Marketing Channel for Brands.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Understanding the reach and frequency that branded content achieves among different audiences, like fans versus friends of fans, provides more useful marketing insights than just the volume of brand mentions.
Planbook (No bleeds, good for your portfolios) Bridget Goodwin
The document provides an executive summary and strategic plan for a startup called ShineBIG, which offers a multimedia survey platform. The plan includes research on the target audience and competitors, as well as strategies for improving the company website, strengthening its social media presence, and promoting the brand message of "Share More" to encourage expression. The goal is to increase awareness and usage of the ShineBIG platform among college students and young adults.
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.
Social Media Search, Consideration And ConsumptionRalph Paglia
The document summarizes a study exploring the interplay between social media and search behavior. The study found that exposure to social media, especially brand-influenced social media, increases lower-funnel search behavior and improves search performance metrics. Consumers exposed to both social media and search ads were more likely to search for brand terms and products, and had higher click-through rates, than those exposed to search ads alone. The findings suggest an opportunity to better allocate marketing budgets by using social media to influence awareness and consideration, and capture consumers with search ads further down the purchase funnel.
Leiki Functionalities - Part 1: Contextual RecommendationsLeiki
The document discusses Leiki's contextual recommendation technology. It provides recommendations to increase traffic between a content owner's sites by linking related content. The technology analyzes content, maps keywords to concepts, and generates semantic profiles to identify similar items. This allows recommendations that increase traffic, revenues, customer loyalty and search visibility for the content owner. Examples of Leiki's recommendations on media sites are provided, and it is noted they serve 3 billion recommendations per month.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
ALLAH Kareem nay Hazrat Muhammad S.A.W.W ko tmaam insaaniyat kay lye rehmat bna kr bheja, jnki sadaqat ki gawahi kaafir be daitay thay, tau aisay Nabi aur Khuda ka mazhab deshatgardi aur khoonraizi ki ijazat kaisay dy skta hai?
The document discusses research on the reach and frequency of branded content on Facebook. It finds that while counting brand mentions is important, the reach and frequency of impressions among audiences like fans and friends of fans is more important. Most branded content is consumed via the Facebook newsfeed rather than brand pages. Friends of fans, who are exposed to content through fan connections, represent a much larger potential audience for brands than fans alone. Understanding these audience segments can help brands better optimize their social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience. For top brands, friends of fans is typically 34 times larger than the fan base.
- Measuring the reach and frequency of branded content impressions, rather than just the number of impressions, provides more useful marketing insights for brands by indicating how widely content is spreading and being consumed. Understanding impressions among fans versus friends of fans allows optimization of social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Understanding the reach and frequency that branded content achieves among different audiences, like fans versus friends of fans, provides more useful marketing insights than just the volume of brand mentions.
Schivinski, Christodoulides, Dabrowski 2016 - measuring consumers ’ engagem...Roger Smith
Measuring Consumers’ Engagement
With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
- Branded content on Facebook reaches far more people through unpaid impressions in the Newsfeed than through visits to brand pages. Users are 40-150 times more likely to see branded content in their Newsfeed than on a brand's page.
- There are two key audiences for branded content on Facebook - fans of the brand and friends of those fans. While fans are easier to directly reach, friends of fans typically represent a much larger potential audience, sometimes over 100 times larger than the fan base.
- When brands focus on engaging their fans, they can benefit from significant additional exposure among the friends of those fans, exposure that often surpasses the reach among fans themselves.
1. The document contains summaries of multiple research studies related to advertising effectiveness, word-of-mouth marketing, and the influence of social media and digital platforms on consumer purchase decisions.
2. Key findings include that positive word-of-mouth was found to be one of the most influential factors on sales, and research into brands on Facebook found that friends and fans play an important role in how marketing messages are disseminated and influence consumers.
3. Additional research examined how digital and social media have changed the consumer purchase process for various product categories, finding that shoppers now expect empowerment and freedom in their purchasing experience and enjoy sharing their purchases online post-decision.
CONSUMER BEHAVIOR TOWARD SOCIAL NETWORKING SITEAjeet Pandey
This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.
George Rossolatos pres 2018 "The impact of digital technologies on marketing ...//disruptiVesemiOtics//
The document discusses how positioning, segmentation, and targeting are being redefined due to changes in consumer behavior and interactions online. Key points include:
1) Segmentation is shifting from traditional demographic variables to emerging consumer groups defined by interactions with branded content and online communities.
2) Targeting criteria are changing from individual consumers to online communities influenced by social dynamics and leaders/influencers.
3) Marketing is moving from one-way communications to many-to-many interactions as consumers actively co-create brand meaning through user-generated content.
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...Jordi Sabater Domènech
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
1. Understanding the Social Media Brand Impression.
2. Facebook Fan & Friend of Fans Segments and Impressions.
3.The Brand Fan and Social Marketing.
4.Reaching Consumers at Scale with Branded Content.
5.Social Media Audience Analysis.
6.Facebook as a Global Marketing Channel for Brands.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Understanding the reach and frequency that branded content achieves among different audiences, like fans versus friends of fans, provides more useful marketing insights than just the volume of brand mentions.
Planbook (No bleeds, good for your portfolios) Bridget Goodwin
The document provides an executive summary and strategic plan for a startup called ShineBIG, which offers a multimedia survey platform. The plan includes research on the target audience and competitors, as well as strategies for improving the company website, strengthening its social media presence, and promoting the brand message of "Share More" to encourage expression. The goal is to increase awareness and usage of the ShineBIG platform among college students and young adults.
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.
Social Media Search, Consideration And ConsumptionRalph Paglia
The document summarizes a study exploring the interplay between social media and search behavior. The study found that exposure to social media, especially brand-influenced social media, increases lower-funnel search behavior and improves search performance metrics. Consumers exposed to both social media and search ads were more likely to search for brand terms and products, and had higher click-through rates, than those exposed to search ads alone. The findings suggest an opportunity to better allocate marketing budgets by using social media to influence awareness and consideration, and capture consumers with search ads further down the purchase funnel.
Leiki Functionalities - Part 1: Contextual RecommendationsLeiki
The document discusses Leiki's contextual recommendation technology. It provides recommendations to increase traffic between a content owner's sites by linking related content. The technology analyzes content, maps keywords to concepts, and generates semantic profiles to identify similar items. This allows recommendations that increase traffic, revenues, customer loyalty and search visibility for the content owner. Examples of Leiki's recommendations on media sites are provided, and it is noted they serve 3 billion recommendations per month.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
ALLAH Kareem nay Hazrat Muhammad S.A.W.W ko tmaam insaaniyat kay lye rehmat bna kr bheja, jnki sadaqat ki gawahi kaafir be daitay thay, tau aisay Nabi aur Khuda ka mazhab deshatgardi aur khoonraizi ki ijazat kaisay dy skta hai?
The document discusses research on the reach and frequency of branded content on Facebook. It finds that while counting brand mentions is important, the reach and frequency of impressions among audiences like fans and friends of fans is more important. Most branded content is consumed via the Facebook newsfeed rather than brand pages. Friends of fans, who are exposed to content through fan connections, represent a much larger potential audience for brands than fans alone. Understanding these audience segments can help brands better optimize their social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience. For top brands, friends of fans is typically 34 times larger than the fan base.
- Measuring the reach and frequency of branded content impressions, rather than just the number of impressions, provides more useful marketing insights for brands by indicating how widely content is spreading and being consumed. Understanding impressions among fans versus friends of fans allows optimization of social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Understanding the reach and frequency that branded content achieves among different audiences, like fans versus friends of fans, provides more useful marketing insights than just the volume of brand mentions.
The power of like: how brands reach and influence fans through SMMAlfonso Gadea
The document discusses research on the reach and frequency of branded content on Facebook. Some key findings include:
1) Most branded content exposure occurs in the Facebook Newsfeed rather than on brand pages, with users 40-150 times more likely to see content in their Newsfeed.
2) While brands aim to reach their Facebook fans, the "Friends of Fans" segment is much larger, representing a significant untapped audience for brands.
3) Case studies of Starbucks, Southwest, and Bing found that the reach of their content among friends of fans significantly exceeded the reach among only fans.
- Branded content on Facebook is primarily consumed in the Newsfeed rather than on brand pages, with users 40-150x more likely to see branded content in their Newsfeed.
- While brands focus on acquiring Fans, the Friends of Fans represent a much larger potential audience for branded content - on average 34x larger than the Fan base for top brands. Exposure to Friends of Fans often exceeds reach among Fans alone.
- Understanding the reach and frequency of branded content impressions among Fans and Friends of Fans provides more useful marketing insights for brands than simple counts of brand mentions or Fan size.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
La compañía ComScure en colaboración con Facebook ha elaborado el informe "The power of Like" un estudio dónde analiza el alcance e influencia del contenido de los perfiles de las marcas presentes en Facebook. (inglés)
The document discusses research on the reach and frequency of branded content on Facebook. It finds that while counting brand mentions is important, the reach and frequency of impressions among audiences like fans and friends of fans is more important. Most branded content is consumed via the Facebook newsfeed rather than brand pages. Friends of fans, who are exposed to content through fan connections, represent a much larger potential audience for brands than fans alone. Understanding these audience segments can help brands better optimize their social media strategies.
The Transformation of Social Media into Search Engines.pptxKarenBrenner3
People are increasingly using social media platforms like Pinterest, Instagram, and TikTok as search engines to find products, brands, and information. As users spend more time on social media, these platforms are transforming into new ways for users to search for items and make purchasing decisions based on influencer recommendations. In order to maximize their presence as search engines, brands must optimize their social media content with hashtags, links, engaging posts, and paid advertising to connect with target audiences.
This document summarizes a white paper about research conducted on the effect of social media on consumer-brand relationships. The research was a collaboration between BeyenMeyer, an advertising company, and the University of Groningen. It studied how interacting with brands on social networking sites like Facebook and Twitter influences consumer brand attachment. The research found that consumers who liked/followed brands on social media had higher levels of brand utilities like information, entertainment, and incentive utilities, and in turn stronger brand attachment, compared to consumers who don't engage with brands on social media. The findings provide implications for how brands can use social media to build relationships with consumers and strengthen their brands.
Social media and its applications in marketingAndrey Markin
This document discusses social media and its applications in marketing. It defines social media as media for social interaction using web-based technologies. Social media has transformed the purchase funnel by making post-purchase conversations more impactful earlier in the process. The document outlines several functions of social media marketing including brand monitoring, customer relationship management, crowdsourcing, customer support, and promotion. It concludes that companies should incorporate social media marketing into their overall marketing strategy in order to stay competitive.
White Paper: Local Search Usage Study 2009Cory Grassell
This document summarizes the key findings of a study on local search marketing and consumer media usage trends. Some of the main findings include:
1) Print media usage is declining as consumers search for local business information increasingly online through alternative methods such as search engines, Internet Yellow Pages, and local search sites.
2) While Yellow Pages usage may be down slightly, Internet Yellow Pages are experiencing significant growth as print Yellow Pages users transition online.
3) Search engines like Google have developed local search applications that have overtaken online business directories in popularity for local and Yellow Pages searches.
4) Mobile search and social media are growing areas that marketers need to pay more attention to in developing effective cross-platform
Social media in advertising & marketingbrandoj
This document discusses how social media is used in advertising and marketing. It begins by outlining theories of branding and awareness, including top of mind, frame of mind, and friend of mind awareness. It then discusses how consumers engage with brands on social media, and how companies can build their brand and strengthen public perceptions. The rest of the document details strategies for social media marketing, including promotions, market research, branding, integrated marketing communications, strategic planning, engagement, search engine optimization, and the mobile path to purchase.
Social media in advertising & marketingwidemand
Social media provides opportunities for brands to connect with consumers in real-time and build relationships. Companies use social platforms to raise awareness, engage customers, and strengthen their brands. Effective social strategies focus on creating valuable conversations rather than just promoting products. While social media allows greater consumer reach, brands must balance this with authentic engagement and avoid appearing too promotional to build trust over time.
Nielsen Advertising Effectiveness Understanding The Value Of A Social Media I...Julie Benlolo
1) A study by Nielsen and Facebook analyzed the effectiveness of different types of impressions on Facebook, including paid impressions, paid impressions with social context, and organic impressions.
2) The study found that while organic impressions were highly effective at increasing brand recall, awareness, and purchase intent, their reach was limited since they depend on user engagement with ads.
3) Paid impressions with social context, like displaying the names of a user's friends who "liked" a brand, were also very effective and achieved greater reach than organic impressions alone. The optimal strategy combines paid, social, and organic impressions.
Nielsen research: Social media impressions in Facebook adsMitya Voskresensky
This document summarizes research from Nielsen and Facebook on understanding the value of social media impressions, specifically comparing the effectiveness and reach of paid versus earned media. Key findings include:
- Earned media from consumer engagement on social platforms can be as or more effective than paid media in increasing brand awareness and purchase intent, but often has more limited reach.
- "Social ads" that include endorsements from friends tend to drive greater brand lift than regular paid ads while achieving similar reach levels.
- To be most successful, marketers should create a mix of paid, socially endorsed paid, and earned media impressions to balance high effectiveness with broader reach.
- The report analyzes data from over 800,000
Да разберем стойността на импресиите в социалните медииguest5884b0d
This document summarizes research from Nielsen and Facebook on understanding the value of social media impressions. It finds that:
1) Paid social media impressions (homepage ads) are effective at reaching large audiences but have limited impact on brand metrics.
2) Impressions with social context (ads featuring friends who are fans) drive greater brand lift while still achieving paid reach.
3) Earned impressions from organic user sharing have the highest impact but more limited reach since they rely on existing fans.
The key for marketers is combining paid, social, and earned impressions to maximize both reach and effectiveness in changing attitudes.
[Research];[Understanding the Value of Social Media]AiiM Education
1) A study by Nielsen and Facebook analyzed the effectiveness of different types of impressions on Facebook, including paid impressions, paid impressions with social context, and organic impressions.
2) The study found that while organic impressions were highly effective at increasing brand recall, awareness, and purchase intent, their reach was limited since they depend on user engagement with ads.
3) Paid impressions with social context, like displaying the names of a user's friends who "liked" a brand, were also very effective and achieved greater reach than organic impressions alone. The optimal strategy combines paid, social, and organic impressions.
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This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
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Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
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For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/temporal-event-neural-networks-a-more-efficient-alternative-to-the-transformer-a-presentation-from-brainchip/
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Integration with BrainChip’s Akida neuromorphic hardware IP further enhances TENNs’ capabilities, enabling the realization of highly capable, portable and passively cooled edge devices. This presentation delves into the technical innovations underlying TENNs, presents real-world benchmarks, and elucidates how this cutting-edge approach is positioned to revolutionize edge AI across diverse applications.
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zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...Alex Pruden
Folding is a recent technique for building efficient recursive SNARKs. Several elegant folding protocols have been proposed, such as Nova, Supernova, Hypernova, Protostar, and others. However, all of them rely on an additively homomorphic commitment scheme based on discrete log, and are therefore not post-quantum secure. In this work we present LatticeFold, the first lattice-based folding protocol based on the Module SIS problem. This folding protocol naturally leads to an efficient recursive lattice-based SNARK and an efficient PCD scheme. LatticeFold supports folding low-degree relations, such as R1CS, as well as high-degree relations, such as CCS. The key challenge is to construct a secure folding protocol that works with the Ajtai commitment scheme. The difficulty, is ensuring that extracted witnesses are low norm through many rounds of folding. We present a novel technique using the sumcheck protocol to ensure that extracted witnesses are always low norm no matter how many rounds of folding are used. Our evaluation of the final proof system suggests that it is as performant as Hypernova, while providing post-quantum security.
Paper Link: https://eprint.iacr.org/2024/257
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...
Social Media Search And The Interplay Of Consideration And Consumption
1. The Influenced :
Social Media, Search and the
Interplay of Consideration and
Consumption
October, 2009
An exploration of a custom research study from comScore, GroupM Search &
M80 : The Influenced: Social Media, Search and the Interplay of Consideration
and Consumption, October 2009.
Authored by Chris Copeland, CEO, GroupM Search - The Americas
Published by GroupM Search
2. The Interplay Of Search And Social Media
Background and Opportunity: Synergy Between Social and Search
The reallocation of media budgets from offline media to online media has accelerated,
as has consumer and brand use of social media. Search marketing, the fastest-growing,
and most measurable channel in digital media, captures consumers’ expression of
intent. Similarly, social media is an open canvas of consumer expression in forums and
platforms consumers relate to and in which they naturally spend time. As advertisers
seek innovative ways to drive consumer engagement with greater efficiency, the integra-
tion of social media and search marketing offers a compelling opportunity for advertis-
ers to actively participate in social media and make their brand a natural part of online
conversation. Advertisers can then capture this audience efficiently with paid search,
and drive a better return on investment (ROI).
The study sought to explore:
• When consumers are ex-
posed to social media and
influenced social media, are
they more likely to search,
and, when they do, more
likely to engage?
Awareness
• Does social media exposure
influence search behavior
by driving search queries Consideration
further down the purchase
funnel where consumers are Preference
more likely to convert?
• Is there a synergy between Action
influenced social media and
search marketing that drives Loyalty
better performance than
search only?
The Research
The research explored the impact of social media on search behavior over a three-
month period across different verticals, including automotive, consumer packaged goods
and telecommunications.
Search behavior was broken into segments based on where queries fell among stages
of the purchase funnel. This included upper-funnel terms expressing awareness and
consideration (industry relevant terms, general product attributes) to lower-funnel terms
expressing action and loyalty (campaign brand terms, brand product terms).
Search and
Social Media
October 2009 2
3. The Results: Social
Media Influences Search
CONSUMER SEGMENTS Behavior & Performance
In addition to total internet users, consumers
were divided into three segments: The study showed searchers who
engage with social media, espe-
Paid: Consumers exposed only to a brand’s
paid search cially those exposed to a brand’s
influenced social media, are far
Social: Consumers exposed to social media
more likely to search for lower-fun-
relevant to a brand’s category
nel terms compared to consumers
• A blog, message board/forum, user review, who do not engage with social me-
social networking site, Twitter/micro-blog-
dia. Further, consumers exposed
ging, or video-sharing site. Also includes a
brand’s social marketing program’s “target” to a brand’s influenced social me-
sites, or sites which have the most natural dia and paid search programs are
potential to hold content about a brand. 2.8 times more likely to search for
Influenced Social: consumers exposed that brand’s products compared to
to influenced social media specific to a brand users who saw only paid search.
• Identified sites containing distributed social
The study also showed a 50
marketing content of a brand’s social media
program percent click-through-rate (CTR)
increase in paid search when
consumers were exposed to influ-
enced social media and paid search. This revealed consumers exposed to social media
are more likely to click on a brand’s paid search ad as compared to those exposed to
the brand’s paid search alone. Among searchers using a brand’s product name in the
query, the CTR increased from 4.5 percent to 11.8 percent when users were exposed to
both influenced social media and paid search around a brand.
The amount of time spent online varied dramatically among the consumer segments. Of
consumers participating in social media, those exposed to a brand’s influenced social
media spent 20 percent more time online compared to those exposed only to social
media relevant to a brand’s catego-
ry. Consumers exposed to both a
brand’s influenced social media and
paid search spent almost 3 times
more time online than the average
consumer.
One of the key findings the study
revealed is that social media expo-
sure is correlated with lower-funnel
search behavior.
Consumers exposed to social
media – both relevant to a brand and influenced social – were far more likely to search
for brand and product-related terms. Among lower-funnel searches for campaign brand
terms, there was a 19-point lift in searcher penetration (the measurement of consumers
who might use a search engine) by consumers exposed to relevant social media and
Search and
Social Media
October 2009 3
4. a brand’s search ad as compared to those exposed to a brand’s search ad alone. This
then increased an additional 13 points when consumers were exposed to both influenced
social media and paid search, for a total of 32-point lift in searcher penetration.
Among lower-funnel searches for brand product terms, there was a 15-point lift in
searcher penetration by users exposed to relevant social media and the brand’s search
ad compared to those exposed to the brand’s search ad alone. The consumer’s pro-
pensity to search for brand product terms significantly spiked when exposed to both
influenced social media and a brand’s search ad, with a staggering 42-point increase in
searcher penetration.
Searcher penetration up the funnel for general product attributes wasn’t strong, show-
ing only a 3 percent penetration for consumers exposed only to a brand’s paid search.
However, this increased dramatically when consumers were exposed to both influenced
social media and a brand’s paid search, rising 21 points.
Shedding some light onto the intentions expressed by these segments, the study showed
searchers who use social media are more engaged consumers and more likely to be look-
ing for places to buy and brands to consider. Consumers using social media are 1.7 times
more likely to search with the intention of making a list of brands or products to consider
purchasing compared to the average Internet user.
Additional Findings:
• Consumers exposed to influenced social and paid search exhibit 223 percent heavier
search behavior than consumers exposed to paid alone
• Fifty percent of social media-exposed searchers search daily for product terms, com-
pared to 33 percent of non-exposed searchers
• In organic search, consumers searching on brand product terms who have been ex-
posed to a brand’s social marketing campaign are 2.4 times more likely to click on
organic links leading to the advertiser’s site than the average user seeing a brand’s paid
search ad alone
Search and
Social Media
October 2009 4
5. Influenced Discovery
As consumers spend more time online and fragment their attention away from tradition-
al media channels, the stakes have never been greater for marketers. Media delivery
has an established place in the media mix. However, with new forms of media delivery,
such as paid search, and the increased relevance of media discovery, the mix is clearly
changing. Likewise, the value and investments being made between paid media and
the creation and dissemination of owned and earned media are also evolving.
This research clearly shows a direct correlation between social media and paid search.
As expected, social media exposes consumers to brands, their products, the benefits of
their features, and corporate value propositions. It clearly presents a powerful and often
underutilized way for brands to become part of the consideration set. This is an im-
portant learning because it helps situate social media in the marketing landscape – not
as a conversion or direct response channel, but rather as an exposure and awareness
vehicle. In doing this, it helps to better clarify the types of assets needed and the value
exchange that should exist between brand and consumer.
In using these findings as a guide, we start to envision a better
allocation of financial and brand investments for the improvement
of paid media and overall performance.
It also becomes clear that while search remains the dominant direct response channel,
it is sometimes forced to do a job best suited elsewhere. The “long tail” exists in search,
and all campaigns can aspire to have deeper keyword lists. But simply throwing dollars
at the tail, which often represents the upper-funnel, does not guarantee better ROI. As
the study indicates, social media programs, which create an influence over consider-
ation by consumers, prove to be a valuable tool in brand and product queries and CTR.
Media mix allocation inside these digital channels presents a new and unique opportu-
nity for brand differentiation. Where search provides 95 characters of text for commu-
nication, the opportunity now exists to use social media to influence consideration, and
capture growth through better-educated spending around product attributes and brand
and product terms, where query share and CTR is increased.
Many marketers struggle with conflicted opinions about investing in owned assets
against the ROI void which seems to exist. This data suggests the opportunity to ap-
proach media as a collective performance of earned and owned assets to drive greater
engagement up the funnel and using paid to capture lower-funnel conversions.
As we move away from relying totally on paid media and better capitalize on our brands
and their owned assets, the business of media discovery becomes a reality. In using
this research as a guide, we can better allocate financial and brand investments to im-
prove paid media and overall performance.
About GroupM Search
GroupM Search is the search marketing specialist division of GroupM, the media buying and planning arm of WPP responsible for more than 1/3 of the world’s media buy-
ing. Honored by OMMA Magazine and MediaPost as the 2008 Search Marketing Agency of the Year, GroupM Search employs 600 search marketing strategists globally and
has the largest global footprint of any other search organization with 40 offices serving more than 40 countries. GroupM Search provides industry-leading search marketing
strategies technology development, research, staffing and training to GroupM communications planning agencies through its search divisions including Maxus Search, Me-
diaCom Search, MEC Interaction and MindShare Search, as well as the direct-to-client brands, Outrider, Catalyst Online and Quisma. Our search divisions provide clients
with the right balance of human intelligence and search technology in order to deliver award-winning paid, organic and advanced search marketing strategies (mobile, social
Search and media, video, local and more) that help our clients become a part of the online conversation. Global search marketing perspective from talent across GroupM Search can be
found on the industry blog, SearchFuel (www.searchfuel.com). URL: www.groupmsearch.com
Social Media
October 2009 5
6. For more information please contact: GroupM Search
Cindy Kerber Spellman 498 Seventh Avenue
Director, Corporate Communications New York, NY 10018 USA
T: +1 314 682 2055 www.groupmsearch.com
E: cindy.spellman@groupmsearch.com
A WPP Company