All marketers are involved in communications at some level. It is the nature of our business – whether it means communicating through PR, web sites, emails, or marketing collateral. We often talk to customers and prospects about the value of measuring communications effectiveness through social media intelligence and social media data.
There are two specific pivots on this: What is resonating and with which audiences. Based on the prevalence of the topic, we conducted a webcast on May 20th with Katie Paine, CEO of Paine Publishing and a recognized thought leader on the subject of measurement.
Proving that it is not only PR that cares about measuring communications, we had people from the following functional areas join us. More and more, people from roles such as Market Research and Product Marketing are playing an active role in communications.
Data from black Friday is in and retailers are jumping for joy. Sales on Thanksgiving day grew to make combined Black Friday and Thanksgiving foot traffic sales over $12 billion this year. We’re also shopping more directly from our phones – Black Friday 2013 saw a huge jump in online sales as everyone tried to lock in great deals without having to wait in lines outside in the cold.
But what else are people chatting about related to the holiday season? Individuals are turning to Facebook and Twitter to share their wish list and holiday activities with friends and followers. Social Media continues to be a major resource for spreading holiday cheer and sending wishes to loved ones near and far. People chatted about the holiday season, shared stories about their Thanksgiving and discussed annual traditions such as lighting the menorah, decorating their tree with ornaments, putting up lights, sending out cards and spending time with family.
Discussions about Santa are trending up as we get closer to Christmas. The good news is that Santa is on Twitter so you can reach the man himself directly with a simple Tweet to @NORADsanta . Currently about 116,000 followers are tracking Santa as he gets ready for his global journey on his sleigh. If you are counting down the minutes until Santa packs up his bag and starts his trip you can also check out the Santa Tracker Countown at noradsanta.org. So you better be good for goodness sake – looks like Santa has gone digital and is plugged in. Given all the Tweeting and Facebooking you have been doing this year, he will get a pretty good idea if you have been naughty or nice!
There is general agreement that bullying is bad. There have been some terrible stories about teens getting bullied and the long term impact on their lives. But what happens when an adult is the bully? Or more specifically, someone in the NFL who weighs over 300 pounds and gives a new team member a hard time? Like most people, I have been following the evolving story about Richie Incognito, Jonathan Martin, and the Miami Dolphins. When the story first broke many people were skeptical about the notion of grown men making millions of dollars being involved in a bullying situation. Worst case, it seems like some newbie hazing that spiraled out of control.
There are always two sides to every story. Yesterday, fellow players from the Miami Dolphins came to the defense of Incognito claiming that he is not a racist. Was this enough to sway the court of public opinion? What about the other elements of the story that have cropped up like the threating voice-mails to Martin and Incognito’s past history with other teams?
I used our Visible Intelligence social monitoring and analytics tool to look into the matter. The public is weighing in on the story with many discussions currently happening about Richie Incognito. There interesting thing about the results is that both players have both positive and negative comments about them with the majority being negative for each player. About 80% of comments about Incognito are negative but about the same ratio applies to Jonathan Martin which I thought was very surprising. It will be interesting to see how public opinion changes as more facts continue to be uncovered.
Yesterday I blogged about the VMA performances heard around the world. Today I am going to focus on what matters most with any award show – Fashion.
Taylor Swift looked beautiful with Great Gatsby-esque hair and many others were lovely or trendy but I really appreciated the throw back styles of a select few. Miley Cyrus seemed inspired by 2009 Gwen Stefani, because 4 years ago can be vintage.
Visible recently supported the summer internship program of one its investors, Centurion Holdings. The summer internship program provides participants the opportunity to work with companies in Centurion’s portfolio. For Visible, it’s a great opportunity to share our social media technology and insight practices and help these students learn about social media, digital marketing, and how to think like a marketer.
Last week, Visible worked with the interns to deliver social media insights around traveler experiences with delayed flights. The goal of the project was to develop an understanding of traveler’s responses, as shared on social media, and make recommendations to marketers on specific practices they can adopt or changes they can make to improve the traveler experience. Read more…
Most marketers would agree that brand advocacy programs are a good idea. The ultimate challenge is finding and nurturing customers that are so passionate about your brand that they become your brand’s strongest and most vocal advocates. They are literally your biggest fans and are not shy about actively touting their opinions to their network. Imagine the Connectors, Mavens and Salesmen from Malcom Gladwell’s The Tipping Point, all rolled into one individual.
Social media has made it easier than ever for brand advocates to share their opinions about their experiences. It’s as simple as a Tweet, Pin, Facebook post, blog entry or product review on a shopping site. But what truly drives people to express their passion for a brand is still largely a mystery.
The new Global Advocacy study from Social@Ogilvy used data from Visible Technologies to delve into the topic and uncover the key drivers of brand advocacy. The Ogilvy study analyzed 7 million mentions of 22 brands and 8 feature films across 4 countries (China, Brazil, UK and US). The findings include insights that true passion is rare, brands are largely failing at driving advocacy in social media, and that a high volume of advocacy is surprisingly driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. Read more…
The world, and the media camped out in front of London’s St. Mary’s hospital, has been waiting for months for the arrival of the latest member of the British royal family. At last, yesterday the baby’s birth was announced. Social media lit up as posts flew about the #RoyalBaby. To those of you who somehow missed it. #itsaboy! As you can see from the word cloud below, there was lots of discussion leading up to the birth about the baby, the baby’s parents, other royal family members, the hospital and the fact that the baby will be third in line to the British throne.
This situation, although specific to you, is actually quite typical:
Working for a large US airline, you are in a staff meeting and a debate about a competitor’s recent launch of a “checked baggage subscription” ensues. Your boss says “I bet that really caught fire in social media!”
On the spot you launch into Visible Intelligence (VI) to quickly segment and identify the volume, tone, and conversation trends related to that announcement. As always: you are able to provide that intelligence on the spot. Nothing new here.
But, the conversation quickly expands into how the discussion about baggage compares and contrasts across the competitors. Using the new VI enhancements introduced in the April and June releases, you can quickly pull-up those views for comparisons. Read more…
Hi, my name is Jennifer, I’m a consumer and I have a serious case of “the wants”. I want to find things easier, get them faster and I want the entire process to be painless if not effortless altogether. And I want the companies I buy from to care about that process and, most importantly, about me.
I think most of us do. As our lives become more socially accessible it increases the number of touch points between the business and the consumer, and we are all aware of it. So what’s the best way for a business to give me the warm fuzzies that make me forget my budget and add to my cart (literal or virtual)? Listen to me.
Listen to me and THEN engage with me. Read more…
Transforming your company into a Social Enterprise to be as social as your customers are can reap huge rewards. But this change can come with some real challenges without the right tools and partners to help. Enterprises looking to accomplish this on their own face some intense hurdles. In part one of our Challenges of Social Data Integration Series we looked at the first challenge businesses face when looking at integrating social data into their current systems—dealing with the enormous volume of information and how easily that deluge of data can overwhelm existing business systems.