The document analyzes 10,000 social media campaigns to determine which types generate the most user engagement and earned media. It finds that while contests and sweepstakes have the highest entry rates, campaigns allowing users to share personal preferences like quizzes and "pick-your-favorites" receive the most shares, creating more earned media. It also notes that earned media from shared campaign interactions leads to a significant number of new users.
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Prachi Salvi
Social media has revolutionized the way people seek information, share their experiences and communicate with each other, in the recent times. It has made a massive impact on the lives of people by keeping them enthralled, engrossed and engaged. For marketers, however it has opened an exceptionally diverse and a
uniquely new channel to promote their brands. Social media, not only presents new prospects for the marketers to engage and influence the consumers but it also
possesses new challenges to effectively utilize this medium.
The objective of this research study was to specifically look at how FMCG (Fast Moving Consumer Goods) brand marketers, can make use of social media to
influence consumers. A qualitative research methodology was adopted which consisted of six semi-structured interviews with social media professionals.
The topics covered in the interview ranged from knowing how different the social media channel is from other marketing mediums, understanding the utilization of
different tools within social media, challenges faced by FMCG brands in particular,
how best to utilize the medium for influencing consumers The theoretical framework for the research study included review of literature on consumer behaviour and word of mouth.Drawing upon the findings from the interviews, this
research study presents ten key strategies that can help FMCG brand marketers to effectively use social media platform, to influence consumers:
1. Humanize your brand
2. Message is the key
3. Listen and monitor
4. Know the social media tools
5. Interact and engage
6. Connect to consumer emotionally
7. Identify and utilize influencers
8. Build consumer response platform
9. Plan for long term
10. Adapt and Experiment
Best Practices from the World's Most Social Big BrandsSprinklr
Sprinklr has assembled over 20 of the leading enterprise social practitioners (we call them the “All-Star Team”) from some of the world’s most social brands and put their advice in one eBook.
What you will learn:
- How the biggest, most social brands align teams and functions for impact
- Strategies for successfully being social at scale
- Guidelines for policies, security, and governance
- Insights into metrics and ROI across geographies and divisions
ANALYSIS OF GAMIFICATION ELEMENTS TO EXPLORE MISINFORMATION SHARING BASED ON ...ijseajournal
Gamification elements provide apersonal drive to urge user experience, emotion, fun, and engagement, positively or negatively. These gamification elements mayhave beenunintentionallyemployedthroughthe designand implementation processof social media platforms toencourage users’ behaviour towards misinformationsharing. This study intends to answer the subsequent question” What are the mostly used gamification elements that couldpossibly encourage usersto share misinformation on social media platforms?”. The study empirically investigatesthe usage of gamification elements and their relation to U&G theorywith 286 participants. The results indicated that gamification elements usage scored highwith regard tothe self-expression perspective (frequency=216), as well as theinteraction& collaborations perspective (frequency=198). whereas, the information seeking perspective scored low (frequency=59) and leaderboard were the least usage(frequency=43). The results may be useful to guide software engineering, developers, GUI specialists to cater for design elements settings and their possible negative effects in social media contexts.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
This document provides an overview of social audience marketing, which takes a systematic approach to identifying, encouraging, and targeting a brand's social audience through earned media. It discusses how earned media can amplify the impact of paid and owned media by reaching new potential customers through social sharing. However, competing for user attention and diluted trust present challenges. The social audience marketing approach uses tagging and tracing technology to track sharing across social networks and identify influential brand advocates and the extended social audience they reach. It then provides tools to activate and recognize key influencers in order to encourage further sharing.
How has social media impacted consumer behaviorraloul
Social media has revolutionized word of mouth marketing by amplifying its reach and impact. It has shifted word of mouth from intimate 1-to-1 communication to information that can be disseminated to many people at once through social sharing. Consumers are now empowered as both recipients and creators of content, influencing others through reviews and recommendations. This has changed the consumer decision journey from a linear process driven by marketing to a dynamic process influenced by social connections and opinions shared online.
The document provides recommendations for a campaign called "My First Wheels" aimed at raising awareness of UCP Wheels. The campaign targets a broad audience beyond the disabled community by asking people to share photos/videos of their first mode of transportation (wheels) on social media tagged with #myfirstwheels. The goal is to increase UCP Wheel's social media presence and website traffic. Steps are outlined for launching the campaign, partnering with influencers, providing sample content, and incentivizing engagement to reach the goal of 1000 posts and unlock a corporate donation of wheelchairs.
In this project you get idea about what is Viral Marketing and how it impact on buying behavior of consumer at a same time you will get idea whether viral marketing had that much of impact in consumer so that they become impulse buyer..Please comment me whether the given information is helpful to you or not
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Prachi Salvi
Social media has revolutionized the way people seek information, share their experiences and communicate with each other, in the recent times. It has made a massive impact on the lives of people by keeping them enthralled, engrossed and engaged. For marketers, however it has opened an exceptionally diverse and a
uniquely new channel to promote their brands. Social media, not only presents new prospects for the marketers to engage and influence the consumers but it also
possesses new challenges to effectively utilize this medium.
The objective of this research study was to specifically look at how FMCG (Fast Moving Consumer Goods) brand marketers, can make use of social media to
influence consumers. A qualitative research methodology was adopted which consisted of six semi-structured interviews with social media professionals.
The topics covered in the interview ranged from knowing how different the social media channel is from other marketing mediums, understanding the utilization of
different tools within social media, challenges faced by FMCG brands in particular,
how best to utilize the medium for influencing consumers The theoretical framework for the research study included review of literature on consumer behaviour and word of mouth.Drawing upon the findings from the interviews, this
research study presents ten key strategies that can help FMCG brand marketers to effectively use social media platform, to influence consumers:
1. Humanize your brand
2. Message is the key
3. Listen and monitor
4. Know the social media tools
5. Interact and engage
6. Connect to consumer emotionally
7. Identify and utilize influencers
8. Build consumer response platform
9. Plan for long term
10. Adapt and Experiment
Best Practices from the World's Most Social Big BrandsSprinklr
Sprinklr has assembled over 20 of the leading enterprise social practitioners (we call them the “All-Star Team”) from some of the world’s most social brands and put their advice in one eBook.
What you will learn:
- How the biggest, most social brands align teams and functions for impact
- Strategies for successfully being social at scale
- Guidelines for policies, security, and governance
- Insights into metrics and ROI across geographies and divisions
ANALYSIS OF GAMIFICATION ELEMENTS TO EXPLORE MISINFORMATION SHARING BASED ON ...ijseajournal
Gamification elements provide apersonal drive to urge user experience, emotion, fun, and engagement, positively or negatively. These gamification elements mayhave beenunintentionallyemployedthroughthe designand implementation processof social media platforms toencourage users’ behaviour towards misinformationsharing. This study intends to answer the subsequent question” What are the mostly used gamification elements that couldpossibly encourage usersto share misinformation on social media platforms?”. The study empirically investigatesthe usage of gamification elements and their relation to U&G theorywith 286 participants. The results indicated that gamification elements usage scored highwith regard tothe self-expression perspective (frequency=216), as well as theinteraction& collaborations perspective (frequency=198). whereas, the information seeking perspective scored low (frequency=59) and leaderboard were the least usage(frequency=43). The results may be useful to guide software engineering, developers, GUI specialists to cater for design elements settings and their possible negative effects in social media contexts.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
This document provides an overview of social audience marketing, which takes a systematic approach to identifying, encouraging, and targeting a brand's social audience through earned media. It discusses how earned media can amplify the impact of paid and owned media by reaching new potential customers through social sharing. However, competing for user attention and diluted trust present challenges. The social audience marketing approach uses tagging and tracing technology to track sharing across social networks and identify influential brand advocates and the extended social audience they reach. It then provides tools to activate and recognize key influencers in order to encourage further sharing.
How has social media impacted consumer behaviorraloul
Social media has revolutionized word of mouth marketing by amplifying its reach and impact. It has shifted word of mouth from intimate 1-to-1 communication to information that can be disseminated to many people at once through social sharing. Consumers are now empowered as both recipients and creators of content, influencing others through reviews and recommendations. This has changed the consumer decision journey from a linear process driven by marketing to a dynamic process influenced by social connections and opinions shared online.
The document provides recommendations for a campaign called "My First Wheels" aimed at raising awareness of UCP Wheels. The campaign targets a broad audience beyond the disabled community by asking people to share photos/videos of their first mode of transportation (wheels) on social media tagged with #myfirstwheels. The goal is to increase UCP Wheel's social media presence and website traffic. Steps are outlined for launching the campaign, partnering with influencers, providing sample content, and incentivizing engagement to reach the goal of 1000 posts and unlock a corporate donation of wheelchairs.
In this project you get idea about what is Viral Marketing and how it impact on buying behavior of consumer at a same time you will get idea whether viral marketing had that much of impact in consumer so that they become impulse buyer..Please comment me whether the given information is helpful to you or not
This document discusses online research communities (MROCs) for connecting companies with consumers to collaborate on qualitative research projects. It provides tips for successfully running online research communities in Asian markets. The key points are:
1) Engagement is important for generating interactions between participants; natural engagement comes from topics of interest while method engagement relies on fun/interactive research methods.
2) Impact engagement within companies is needed to activate managers' use of consumer insights; this can be achieved through positive disruption and allowing executives to observe consumer conversations.
3) When running communities in Asia, it is best to conduct them in local languages by default, though some can be global, and the technology needs to facilitate participation anywhere by Asian consumers.
Communications Strategy in the Era of AccountabilityDeola Kayode
This covers the evolving need for marketing communications to deliver on both ubsines and advertising objectives and how to approach this today when brand owners are demanding more
The document summarizes a social media workshop agenda that covers defining social media, examining how people are using social media platforms for conversations, and planning an effective social media program and strategy. Key topics include understanding audiences, setting objectives and metrics, choosing appropriate technologies, and reviewing case studies of successful social media programs.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Measuring the Networked Nonprofit - Session 2Beth Kanter
- The document discusses aligning social media measurement with organizational outcomes and goals. It describes Beth Kanter's reflection on participants defining social media measurement pilots for their organizations.
- The agenda includes reviewing measurement pilots shared by peers, discussing KD Paine's basic steps for measurement, and addressing challenges around tying social media metrics to communications objectives and organizational outcomes.
- Participants are encouraged to define measurable objectives, benchmarks, key performance indicators and metrics, as well as consider tools for data collection and how to apply findings.
- The document discusses aligning social media measurement with organizational outcomes. It covers defining measurable objectives for a social media measurement pilot project.
- Beth Kanter provided an update on the measurement pilots being developed by participants. 14 out of 27 participants have identified or are discussing a pilot project.
- The document discusses challenges in tying social media metrics to communications objectives, program goals, and overall organizational outcomes. It also addresses getting buy-in for measurement from senior staff.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
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 Valuation: A Point of View and MethodologyLaura Walker
What is the value of your social media efforts? How do you socialize that value with executives? This point of view and methodology offers a simple yet elegant approach to social media valuation.
New research finds that while consumers want deeper connections with brands, open social networks are not the preferred place to build these connections. The research shows that consumers prefer branded customer communities over open social networks for engaging with brands. These communities should be managed by the brand and provide relevant content to consumers at all stages of the buying process. The research suggests that marketers should focus on inviting customers into branded communities rather than trying to monetize open social networks, in order to better convert customers into buyers, advocates, and long-term customers.
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Scott Valentine, MBA, CSPO
New research asserts that consumers want deeper connections with brands — but open social networks are not where they want to build these connections. Instead, marketers need to invite their “friends” into a branded customer community that converts them into buyers, advocates, and long-term customers.
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Get Satisfaction
The document discusses research findings about consumers' preferences for building relationships with brands. The key findings are:
1. Consumers prefer branded customer communities over open social networks like Facebook for connecting with brands, because they see open networks as for interacting with individuals rather than companies.
2. Consumers are willing to become advocates for brands they care about in branded communities, but not in open social networks.
3. To attract consumers, branded communities should provide relevant content at every stage of the buying process and be managed by the company, while still linking to open social networks.
INFLUENCE OF SOCIAL MEDIAS
ON BRAND CHOICE
Social Medias are becoming more popular day by day. Use of social sites for
various purposes is increasing. It is the interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. These
social Medias or sites like face book, twitter, Google plus, LinkedIn can be used as a
source of information and to share information. We know that social media depend on
mobile and web-based technologies and create highly interactive platforms through
which individuals and communities can share, co-create, discuss, and modify user-
generated content. These social sites can be used as a source of brand information.
People can use these sites to compare different brands and products they buy. Even they
can compare price and quality over B2C and C2C e-commerce sites. So the contribution
of these social sites is increasing. This paper aims to investigate consumers’ attitude
towards using these social sites as a medium of brand choice and for getting brand
information. For finding out the impact of social sites on brand choice I have conducted
a survey on 50 respondents in Dhaka city, more specifically in Dhaka University through
a structured questionnaire. This study intends to explore the factors about consumers’
perception about social sites and using social sites as a source of information about
brand information and using this information for brand choice. I hope this survey will
help to determine the perceived benefits, risks, and consumers’’ willingness to use social
sites as a source of brand choice. This paper also attempts to detect how consumers
evaluate the concept of using social sites for purposes like shopping. And finally we
evaluate the implications of these findings and suggest actions to related parties.
This document outlines a new social customer journey framework consisting of 8 phases: Discover, Evaluate, Buy, Access, Use, Get Support, Re-Engage, and Leave. It discusses how social media has evolved the traditional sales funnel model by providing more opportunities for brands to engage consumers at each step. Examples are given of how various brands like H&M, Hawaii Visitors and Convention Bureau, and So Delicious have successfully utilized social media strategies to drive consumers through these phases.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
Intro To Social Media Marketing 2023.pdfLamiaa Ahmed
This document provides an introduction to social media marketing. It discusses what social media is and defines social media marketing as creating engaging content to promote a business on platforms like Facebook, Instagram, and Twitter. It explains that social media marketing can increase brand awareness, engage customers, build reputation, generate leads and sales, and more. Several key social media platforms are discussed as well as important statistics about their usage. The document then covers developing a social media marketing strategy, including researching audiences, determining platforms, creating a content calendar, and analyzing results. It provides tips for creating social media content and measuring the impact of campaigns.
Simply Measured provides a full-funnel social analytics solution to help marketers measure the impact of social media across their entire marketing funnel, from awareness to conversions. It offers listening tools to analyze social conversations, engagement tools to measure performance across channels, and web analytics to track content sharing and social referrals. The solution aims to provide marketers with a unified view of social metrics and insights from impressions to conversions in order to optimize strategies and prove social's impact. Pricing starts at $199 per month and packages are customized based on user needs and goals.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
This document discusses online research communities (MROCs) for connecting companies with consumers to collaborate on qualitative research projects. It provides tips for successfully running online research communities in Asian markets. The key points are:
1) Engagement is important for generating interactions between participants; natural engagement comes from topics of interest while method engagement relies on fun/interactive research methods.
2) Impact engagement within companies is needed to activate managers' use of consumer insights; this can be achieved through positive disruption and allowing executives to observe consumer conversations.
3) When running communities in Asia, it is best to conduct them in local languages by default, though some can be global, and the technology needs to facilitate participation anywhere by Asian consumers.
Communications Strategy in the Era of AccountabilityDeola Kayode
This covers the evolving need for marketing communications to deliver on both ubsines and advertising objectives and how to approach this today when brand owners are demanding more
The document summarizes a social media workshop agenda that covers defining social media, examining how people are using social media platforms for conversations, and planning an effective social media program and strategy. Key topics include understanding audiences, setting objectives and metrics, choosing appropriate technologies, and reviewing case studies of successful social media programs.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Measuring the Networked Nonprofit - Session 2Beth Kanter
- The document discusses aligning social media measurement with organizational outcomes and goals. It describes Beth Kanter's reflection on participants defining social media measurement pilots for their organizations.
- The agenda includes reviewing measurement pilots shared by peers, discussing KD Paine's basic steps for measurement, and addressing challenges around tying social media metrics to communications objectives and organizational outcomes.
- Participants are encouraged to define measurable objectives, benchmarks, key performance indicators and metrics, as well as consider tools for data collection and how to apply findings.
- The document discusses aligning social media measurement with organizational outcomes. It covers defining measurable objectives for a social media measurement pilot project.
- Beth Kanter provided an update on the measurement pilots being developed by participants. 14 out of 27 participants have identified or are discussing a pilot project.
- The document discusses challenges in tying social media metrics to communications objectives, program goals, and overall organizational outcomes. It also addresses getting buy-in for measurement from senior staff.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
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 Valuation: A Point of View and MethodologyLaura Walker
What is the value of your social media efforts? How do you socialize that value with executives? This point of view and methodology offers a simple yet elegant approach to social media valuation.
New research finds that while consumers want deeper connections with brands, open social networks are not the preferred place to build these connections. The research shows that consumers prefer branded customer communities over open social networks for engaging with brands. These communities should be managed by the brand and provide relevant content to consumers at all stages of the buying process. The research suggests that marketers should focus on inviting customers into branded communities rather than trying to monetize open social networks, in order to better convert customers into buyers, advocates, and long-term customers.
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Scott Valentine, MBA, CSPO
New research asserts that consumers want deeper connections with brands — but open social networks are not where they want to build these connections. Instead, marketers need to invite their “friends” into a branded customer community that converts them into buyers, advocates, and long-term customers.
To Monetize Open Social Networks, Invite Customers to Be More Than Just “Frie...Get Satisfaction
The document discusses research findings about consumers' preferences for building relationships with brands. The key findings are:
1. Consumers prefer branded customer communities over open social networks like Facebook for connecting with brands, because they see open networks as for interacting with individuals rather than companies.
2. Consumers are willing to become advocates for brands they care about in branded communities, but not in open social networks.
3. To attract consumers, branded communities should provide relevant content at every stage of the buying process and be managed by the company, while still linking to open social networks.
INFLUENCE OF SOCIAL MEDIAS
ON BRAND CHOICE
Social Medias are becoming more popular day by day. Use of social sites for
various purposes is increasing. It is the interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. These
social Medias or sites like face book, twitter, Google plus, LinkedIn can be used as a
source of information and to share information. We know that social media depend on
mobile and web-based technologies and create highly interactive platforms through
which individuals and communities can share, co-create, discuss, and modify user-
generated content. These social sites can be used as a source of brand information.
People can use these sites to compare different brands and products they buy. Even they
can compare price and quality over B2C and C2C e-commerce sites. So the contribution
of these social sites is increasing. This paper aims to investigate consumers’ attitude
towards using these social sites as a medium of brand choice and for getting brand
information. For finding out the impact of social sites on brand choice I have conducted
a survey on 50 respondents in Dhaka city, more specifically in Dhaka University through
a structured questionnaire. This study intends to explore the factors about consumers’
perception about social sites and using social sites as a source of information about
brand information and using this information for brand choice. I hope this survey will
help to determine the perceived benefits, risks, and consumers’’ willingness to use social
sites as a source of brand choice. This paper also attempts to detect how consumers
evaluate the concept of using social sites for purposes like shopping. And finally we
evaluate the implications of these findings and suggest actions to related parties.
This document outlines a new social customer journey framework consisting of 8 phases: Discover, Evaluate, Buy, Access, Use, Get Support, Re-Engage, and Leave. It discusses how social media has evolved the traditional sales funnel model by providing more opportunities for brands to engage consumers at each step. Examples are given of how various brands like H&M, Hawaii Visitors and Convention Bureau, and So Delicious have successfully utilized social media strategies to drive consumers through these phases.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
Intro To Social Media Marketing 2023.pdfLamiaa Ahmed
This document provides an introduction to social media marketing. It discusses what social media is and defines social media marketing as creating engaging content to promote a business on platforms like Facebook, Instagram, and Twitter. It explains that social media marketing can increase brand awareness, engage customers, build reputation, generate leads and sales, and more. Several key social media platforms are discussed as well as important statistics about their usage. The document then covers developing a social media marketing strategy, including researching audiences, determining platforms, creating a content calendar, and analyzing results. It provides tips for creating social media content and measuring the impact of campaigns.
Simply Measured provides a full-funnel social analytics solution to help marketers measure the impact of social media across their entire marketing funnel, from awareness to conversions. It offers listening tools to analyze social conversations, engagement tools to measure performance across channels, and web analytics to track content sharing and social referrals. The solution aims to provide marketers with a unified view of social metrics and insights from impressions to conversions in order to optimize strategies and prove social's impact. Pricing starts at $199 per month and packages are customized based on user needs and goals.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
How To Convert Digital Engagement Into Leads and Sales - Bridget RandolphFeverBee Limited
In an industry full of cringeworthy buzzwords and meaningless vanity metrics, how can we ensure that our marketing efforts translate into actual business benefit? This session will look at what we mean by 'digital engagement', why it's valuable to our marketing strategies, and will provide some actionable tips and insights into how you can leverage your audience's online engagement with your business in order to to generate more sales and conversions.
Feverbee SPRINT 2016 - Convert Engagement Into Leads and Sales - Bridget Rand...Bridget Randolph
This document discusses how to convert digital engagement into leads and sales. It outlines a 4 phase process: 1) Build brand awareness and loyalty through engaging content. 2) Conduct audience research and testing to understand customers. 3) Encourage micro-conversions like email signups to move people through the sales funnel. 4) Offer incentives like deals and rewards to encourage purchases. Key lessons are to integrate engagement tactics with the overall marketing strategy, properly attribute campaigns to measure their impact, and leverage engaged users to move them through the customer journey.
This document discusses how social media popularity can drive brand success in the digital age. It provides examples of how brands like Amazon, Best Buy, Target and Starbucks saw increased sales and purchases from their social media fans and influencers. The document also presents two use cases for brands to engage customers and crowd-source content through social media to build engagement and visibility. It proposes that improving brand perceptions through social media should increase positive online posts, traffic, search placements and ultimately sales.
Chris McLaren, Director, Strategy | Wunderman Minneapolis, February 2014.
McLaren presented insights into best practices in ROI tracking. To ascertain the relative effectiveness of social media versus other marketing channels, he advised mapping social metrics to marketing KPIs and assigning comparative values using “known” media costs specific to clients.
The document discusses how retailers can use social media, specifically through a Smart Button Loyalty Platform, to better engage customers and drive sales. It outlines features like connecting a Facebook application to allow polls, promotions and customer reviews. It also discusses integrating Twitter to post messages and monitor mentions. Additionally, retailers can track customers viewing YouTube videos and reward points for engagement. The goal is to use social media to build brand loyalty by rewarding customers for interacting across these channels.
The document discusses how American Idol engages audiences through inclusive participation, human storytelling, and instant gratification. It also discusses how brands can build billion-person brands by enabling shared passions through social platforms, media, and data that connect people with common interests. Effective strategies allow customers to validate, educate, engage, connect and find support through participation.
The document outlines 7 steps for developing a community manager for social and mobile media strategies:
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2) Develop a brand community strategy by identifying goals, benefits, and using models to guide strategy.
3) Dedicate proper staffing resources including hiring a community manager with the right skills and personality.
4) Establish the duties and responsibilities of the community manager role and supporting teams.
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Back to-school spending grows as parents restock, replenish children’s needs中文互联网数据研究资讯中心--199it
The document is a survey of 8,509 adults in the United States conducted in July 2012 about back-to-school shopping. Some key findings include:
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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 summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
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This document discusses the opportunities presented by big data for international development. It notes that innovations in technology have led to an explosion in the quantity and diversity of digital data being generated in real-time. This data holds potential to track development progress and understand how policies impact vulnerable populations. However, turning large and complex digital datasets into actionable information requires using computational techniques to identify trends and patterns. While big data presents opportunities, questions also remain regarding its analytical value, policy relevance, and privacy implications when used in development contexts. Overall, big data could complement traditional data sources and help narrow information gaps, but human expertise is still needed to properly analyze and interpret digital data.
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Wildfire report maximize earned media with social
1.
2. Introduction......................................................................................................................... 3
Key Findings................................................................................................................................................ 4
A Deeper Look into Engagement and Earned Media..................................... 5
Campaign types in the study.................................................................................................................5
Sweepstakes...................................................................................................................... 5
Trivia................................................................................................................................... 5
Quiz..................................................................................................................................... 5
Coupon............................................................................................................................... 5
Giveaway............................................................................................................................ 5
Pick-your-favorites........................................................................................................... 5
Video, Photo, and Essay Contests.................................................................................. 5
What campaign types resulted in the highest engagement and earned media?............. 6
What do we mean by sharing, and how does sharing create earned
media for brands?............................................................................................................. 7
Why do certain campaign types generate more sharing?......................................................... 9
Do new users convert when they click on earned media?....................................................... 10
How much does earned media boost a social marketing campaign?................................. 10
How to Run Campaigns with High Entry and Earned Media......................11
Play up the personality................................................................................................... 11
Consider “What’s in it for me?” from the users’ perspective...................................12
Incentivize sharing behaviors in creative ways...........................................................13
Benchmark performance with the appropriate metrics............................................13
Mix it up............................................................................................................................ 14
Conclusion...................................................................................................................15
PAGE 2 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
3. Paid. Owned. Earned.
This 3-word marketing maxim is getting major traction in the social marketing space because
these three categories of media perfectly encapsulate the major strategies important to a brand’s
approach to its social channel.
Successful brands on Facebook own fan pages bursting with compelling content and active
community conversations. They drive traffic and attention to these owned properties with a
carefully planned paid media strategy, crafting advertisements to emphasize and influence a
variety of end-user actions. And hopefully brands are getting earned media as well: this is the
coverage you can’t buy, and includes mentions, recommendations and shares generated by
users who are so engaged by your branded content that they’re compelled to share it with the
world (or, their Facebook network). And when 68 percent of Facebook users say that a recom-
mendation from a Facebook friend would make them more likely to buy a specific product or visit
a retailer, brands want all the earned media they can get (Omnibus).
There’s a catch though: you can’t buy or create earned media directly. Your brand’s Facebook
page will only spawn earned media (likes, shares and comments) if you run marketing campaigns
that are optimized for engagement and sharing activity. Wildfire recently analyzed over 10,000
social media campaigns in order to see what types of campaigns generated the most earned
media.
The fact is, social marketing campaigns on Facebook are not all created equal. Campaign types
that attract high user activity and entry rates are not always the same campaigns types that in-
spire users to share with their friends. We wanted to understand what campaign types resonated
with users most and for which reasons. Promotions are one of the most popular marketing
methods on Facebook whether sweepstakes, contests, or coupons and more. Wildfire’s Social
Marketing Suite software has powered over 200,000 campaigns to date, and we selected a
randomly sampled subset of brands, of all sizes from around the world, for this study. Our dataset
included 10,000 campaigns that were run over the past 9 months. The promotion types included
sweepstakes, coupons, video, photo, and essay contests, giveaways, trivia, quizzes, and
“pick-your-favorites”.
The study surfaced a number of actionable results for social marketers, including the types of
social marketing campaign that tend to get the highest participation rates, the different campaign
types that get the highest sharing rates, and the common thread among campaign types that
generates the most sharing with friends on Facebook, creating valuable earned media along
the way.
PAGE 3 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
4. Key Findings
• The most entered campaigns are not the campaigns that generate the most earned media, or sharing
activity. Certain campaign application types generate higher entry and participation rates (contests and
sweepstakes for example), while other types are more likely to be shared via a news feed post or an invite
to the app (pick-your-favorites, quizzes and trivia).
• Coupons, giveaways, and sweepstakes get the highest amount
of entries on average. 82% of users
• “Pick-your-favorites,” quizzes and trivia that get the most shares
by users, thus creating more earned media for the brand.
that clicked on
• The campaign types that generate the most earned media are a friend’s news
those that allow users to reveal personal preferences, tastes
or opinions to their Facebook friends. These include pick-your- feed post about
•
favorites, quiz and trivia applications.
People are equally as likely to enter contests and sweepstakes
a quiz they’d
whether they heard about them directly from a brand or from a
friend’s post. In other words, where a user learns about a contest
taken went on
or sweepstakes within Facebook does not impact the likelihood
they will enter it.
to take the quiz
• The earned media generated by users sharing to their networks themselves.
about interactions with these apps resulted in a significant
conversion of new users— in other words, the earned media is
working. For example, 82% of the users that clicked on a friend’s
news feed post about a quiz they’d taken went on to take the
quiz themselves.
PAGE 4 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
5. A Deeper Look into
Engagement and Earned Media
What types of campaigns did we look at in this study?
First, let’s define and discuss examples of the campaign types that we covered in this study.
Sweepstakes:
Sweepstakes are similar to a lottery, where the prize winner(s) is/are chosen randomly. The odds of
winning depend on the amount of entries.
Trivia:
The trivia application provides multiple choice question trivia where users can measure their
knowledge. The results of a trivia campaign generate a number score, and typically display it along-
side the average score of all the other users that have participated in the campaign.
Quiz:
The quiz application provides quiz questions configured to result in a categorization of the
user based on the responses submitted. Results display an image and statement, i.e.
‘“I took the ‘Which Sex and the City Character are You’ Quiz and found out I’m a Carrie!”
Coupon:
The coupon application provides customizable coupons, vouchers or codes that consumers can
print or redeem electronically.
Giveaway:
The giveaway application provides a sign-up form which allows users to submit the relevant
information necessary to get on the list for a brand-sponsored giveaway.
Pick-your-favorites:
This application enables a user to choose a pre-determined amount of items from a larger set of
brand-selected items to demonstrate their “favorites.”
Video, Photo, and Essay Contests:
These three applications function identically except for the media that the user is called upon to
generate and upload. The user can either be prompted to upload one or more essays, photos, or
videos in order to win a prize. Winners are determined by merit as judged by the administrator of the
contest, by popular vote, or a combination of the two.
PAGE 5 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
6. What campaign types resulted in the highest engagement and
earned media?
The study found that, on average, coupons, giveaways, and sweepstakes get the most entries and Facebook
engagement. This is not surprising, as entries to these campaigns are closely correlated with low barriers to
entry (as in a sweepstakes), high-value perceived rewards (as with coupons), and the popularity of a “sure thing”
(as with giveaways).
Coupons, giveaways, and sweepstakes get
the most entries and Facebook engagement.
AVERAGE ENTRIES PER CAMPAIGN
3,037
1,888
1,630
1,070 1,024
410 398 381
313
1%
What types of campaigns get the most entries?
PAGE 6 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
7. Before you restructure your entire marketing plan to only run coupons, sweepstakes, and giveaways, the study found
another significant trend: the most entered campaigns are not the campaigns which generate the most sharing, and
resulting earned media.
What do we mean by sharing, and how does sharing create earned
media for brands?
In this study, sharing occurs when a user participates in a branded promotional campaign and then gives the cam-
paign application permission to post about it to his news feed for his networked connections to see, or he invites cer-
tain friends to the promotion app directly (instead of broadcasting it via news feed.) This creates earned media for the
brand because each share enables extended reach, broadcasting information about the campaign to connections of
participants that the brand may not have captured otherwise.
THE CYCLE OF EARNED MEDIA SHARES
THE CYCLE OF EARNED MEDIA SHARING
% OF ENTRANTS % OF ENTRANTS
CAMPAIGN
THAT INVITE A THAT PUBLISH
FRIEND ENTRY TO NEWS FEED
DIRECT NEWS FEED
INVITE POST
CONVERSION
RATE
CLICK RATE
CLICK ON
POST
REFERRED
ENTRIES
CONVERSION
RATE
REFERRED
ENTRIES
PAGE 7 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
8. When earned media is the focus of the analysis, an entirely new set of high performing campaign types emerge, with
an interesting commonality. The campaigns types that are most “shareable” are campaigns that include “pick-your-
favorites,” quizzes, and trivia.
RATE OF SHARING BY CAMPAIGN TYPE
39%
32%
29%
26%
25% 25%
19%
15%
23%
11%
13%
When interacting with branded applications that quiz a user, (for example, to determine which character from
Sex and the City they are) participants are 3x more likely to share the result to their news feed as they are when
they participate in a video contest. This generates valuable earned media for the brand.
PAGE 8 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
9. Why do certain campaign types generate more sharing?
What about these marketing campaign types tends to influence more sharing? First, all three are applications that
determine and publicly display characteristics of the user’s personality, so we can see that users enjoy sharing
information about themselves, their tastes, and their interests.
The most-shared campaign applications are designed to either:
1. allow the user to discover an aspect of his personality of which he was previously unaware (see the “Tree
Personality” example on page 12), or to
2. display facets of his personality that he knows about and wants to share (such as his aptitude for certain
trivia, or his favorite items from a selection of options).
Perhaps the most important question of all, however, is whether or not the shares generated by users get additional
new users to engage with the branded campaign too. The analysis of earned media’s ability to draw additional users
into engagement with a brand showed positive results: “pick-your-favorites,” survey, and quiz campaigns (that appear
in users’ news feeds) have a high chance of being seen and clicked on by their friends (27%, 15%, and 13% of the
time respectively).
EARNED MEDIA CLICK RATE
27%
15%
13%
11% 11%
10%
3%
2%
1%
Which types of earned media news feed posts are clicked on most often?
PAGE 9 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
10. Do new users convert when they click on earned media?
When a user clicked on a news feed post from a friend about participating in a campaign, how many went on to
click on, participate in and enter the promotion as well? The study reveals that 82% of the users that click on a
news feed post, shared by a friend who took a quiz, will go on to take that quiz themselves. This indicates
that when a user’s attention is piqued by the news feed, the engagement potential is very high.
EARNED MEDIA CLICK-TO-ENTRY CONVERSION RATE
82%
When a user’s 74% 74%
69%
attention is 13%
66%
piqued by the 11% 11%
news feed, the 47%
engagement
potential is 23%
very high. 13%
When a user clicks on earned media, how often do they go on to enter the campaign themselves?
How much does earned media boost a social marketing campaign?
Just how much of an impact can earned media have on user interaction with your social marketing campaigns?
The study found that earned media can account for up to a 12% boost in engagement rates, which means
viewing, clicking and participating with a campaign.
PAGE 10 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
11. How to Run Campaigns with
High Entry and Earned Media
When designing your brand’s custom content for social channel distribution, it is important to consider the behaviors
and interactions it will inspire from the end-user. We have compiled five best practices for creating engaging social
marketing campaigns that inspire the creation of earned media by your users.
1. Play up the personality.
Wildfire’s study shows that users who interact with branded applications (apps) are more likely to elect to share their
interactions via their news feeds if the apps reflect their style, aptitude, or personality. The data shows that the
top apps users are likely to share or broadcast results for are pick-your-favorites, quizzes and trivia. In fact, when
interacting with a branded quiz app, participants are 3x more likely to share the results to their news feeds versus
when they participate in a video contest or enter a sweepstakes.
Trivia campaigns inspire high user sharing activity, likely because they reveal users’ aptitude
for varied subjects.
When putting together a plan for your next social marketing campaign (or set of them), consider how you can plan
the content or application to allow users to express themselves. If you’re putting together a voting app, for instance,
think through how you can set it up so that users are voting on something that expresses an opinion they’d feel
proud to share, and make sure the app includes a mechanism for sharing their voting outcome via a news feed
message.
PAGE 11 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
12. 2. Consider “What’s in it for me?” from the users’ perspective
Users on Facebook are very conscious of clutter in their feeds; they don’t want to be a source of news feed “spam”
to their friends. Keep this in mind as you screen potential interactions that a user could have with your Facebook
applications and content, and you will have a good idea of what’s inherently “shareable” and what isn’t. The main
question to ask yourself when crafting content is: “If I posted about my interaction with this content, what would be in
it for me? What would be in it for my friends?”
In the example below, a user might share the results of a quiz she took because: (a) she gets to display results to
her friends that prove she is trustworthy and practical, which is consistent with her own self-image; (b) she thinks her
friends might also find the quiz entertaining; or (c) she wants to publicly align herself with a cause that users can rally
around, like a tree planting in Haiti.
You may find yourself realizing that
certain pieces of content don’t easily
pass the share test. For example,
while a user may be thrilled to fill
out a “what engagement ring style
are you?” quiz, she may think twice
about broadcasting this activity to
her network of friends and family.
PAGE 12 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
13. 3. Incentivize sharing
behaviors in creative
ways.
When developing the structure of
a new custom application for your
fan community, consider building in
some game mechanics to incentiv-
ize sharing behavior. Mountain Dew
does this exceptionally well with its
“Dew Crew” campaign, which has an
intricate but easy-to-follow gamifica-
tion element that rewards users for
sharing and posting.
Mountain Dew incentivizes sharing behavior
from fans by assigning point values to it in a
campaign oriented around game mechanics.
4. Benchmark performance
with the appropriate
metrics.
How do you define success within your social
marketing initiatives? What about ROI? Both
measures of performance depend heavily on
the metrics you define and benchmark against.
While your goal with one campaign might be
engagement, another might be sharing and
earned media. It’s important to make sure
you’re measuring progress towards those goals
with relevant metrics.
Here is a reference chart that you can use to
define the metrics used to measure each social
marketing initiative you deploy.
Using relevant metrics to quantify progress towards your
social goals will help in determining your brand’s ultimate
success in social media.
PAGE 13 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
14. 5. Mix it up.
Certain marketing campaigns naturally inspire users to broadcast their interactions with a brand (like the ones
discussed above). However the study found that the types of marketing campaigns that are most entered by users
are not the same as the campaigns that are most heavily shared about by users; in fact, the most shared campaign
types–quizzes, trivia and pick-your-favorites–don’t always get the highest participation or entry rates.
Popular campaigns like sweepstakes, giveaways and coupons are proven to get users to enter, but entrants are less
likely, for example, to voluntarily share the fact that they just entered a sweepstakes. In other words, these campaigns
types generate less earned media from each entrant.
Just as paid media (ad) campaigns should be adapted to drive different types of user activity, so should custom
content initiatives. A well-rounded social media marketing program includes a steady drip of varied applications and
content designed to influence a range of user interactions.
A well-rounded
social media
marketing program
includes a steady
drip of varied
applications and
content designed
to influence a
range of user
interactions.
Delta has more than six custom content applications available for users to interact with.
In the example above, Delta has more than six custom content applications available for users to interact with. Each
tab does something different, and while the activity offered on one tab will perform better at enticing user signups,
another tab will be best for inspiring user-generated content submissions, sharing and so forth.
PAGE 14 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
15. Conclusion
A strong social media marketing strategy is one that approaches the creation of branded content and applications
for users from multiple angles— designing some owned media to achieve high consumption and participation rates,
and designing other owned media to influence high sharing activity (to generate the earned media that grows com-
munities so successfully!). Use paid media to amplify your owned content even further, and you’ll reach new users
outside of the existing network, thereby generating many more opportunities for earned media.
PAGE 15 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
16. Wildfire is a powerful, easy-to-use social
marketing platform to grow, engage and
monetize your audience across social networks.
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