There was a really interesting study last year by BabyCenter, an online community for expectant and new moms. The study called “21st Century Mom” found that new mothers gravitate to social media sites after having a child.
How moms are using the Internet and social media today:
- Social Mom: Social Media is Mass Media for Moms. The number of moms who use social media regularly has significantly increased from 11% to 63% since 2006. Forty-four percent use social media for word-of-mouth recommendations on brands and products and 73% feel they find trustworthy information about products and services through online communities focused on their specific interests such as parenting.
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I have to say I was not surprised to read that according to a survey by Mzinga and Babson Executive Education, that less than one in five marketers measured their ROI from their social media marketing efforts in 2009.
“Marketers believe that measuring true ROI for social media is difficult,” said Geoff Ramsey, eMarketer CEO. “There are so many metrics available that it is difficult to choose which ones are the most important. In addition, marketers do not start with clear objectives for using social media.”
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I received some interesting data today from Dessert Gallery (DG), a Houston-based cafe chain about their recent Facebook fan page campaign.
Utpal Dholakia, associate professor of management at Rice University’s Jones Graduate School of Business, and Emily Durham, a Jones School alumna and founder of Restaurant Connections, a Houston?based restaurant consultancy surveyed customers of Dessert Gallery (DG).
The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company’s Facebook fans:
- Made 36 percent more visits to DG’s stores each month.
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I came across this interesting chart from Michael Brito this morning that shows the demographic breakdown of Twitter users by age.
Interestingly the fastest growing segment on Twitter (other than bots) is among people 24 and younger accelerated faster than older folks in 2009, according to comScore.
Unlike most social networks, Twitter started out being more popular with adults, before it caught on with younger users. Last year that changed as celebrity tweets caught on, and mainstream media started talking about the service more. Read more... (160 words, 2 images, estimated 38 secs reading time)
Earlier this week I published the findings of the ForeSee Results 2010 Social Media Report. Kevin Ertell who is Vice President of Retail Strategy for ForeSee Results and author of the report kindly agreed to answer my question about the report.
I found the results of the report really interesting Kevin. What one or two things from the Social Media Report jumped out to you
I was surprised to see how many people wanted to hear about new products and promotions from retailers they friended on Facebook. I find it encouraging that retailers’ best customer are eager to hear marketing messages in a forum that has been widely believed to be personal “no marketing zone” space.
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This is a preview of
Interview with Kevin Ertell Vice President of Retail Strategy, ForeSee Results
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Interesting data in the ForeSee Results 2010 Social Media Report. Some of the key findings in the study, which looked at nearly 10,000 visitors to the biggest e-retail websites in the United States, include:
- 56% of shoppers to top e-retail websites who interact with social media websites have elected to “friend” or “follow” or “subscribe” to a retailer on social networking sites like Facebook, Twitter and YouTube. This is an amazing testament to customer loyalty and interest in social engagement. Shoppers are actually choosing to engage in relationships with retailers on social sites.
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I have been really busy launching an online sports network so my posts have been a little sparse recently. But something happened last month that I thought was worth sharing.
All the talk about social marketing these days revolves around Twitter and Facebook. By being so myopic on these two social networks, marketers are forgetting about the universe of other communities that are online.
I had written a post about the 25 Most Valuable College Football Programs just after Christmas. We did some work making sure the post was visible on the sports social networks, we tweeted it etc. Social media marketing basics. Read more... (259 words, 1 image, estimated 1:02 mins reading time)
Companies “brag” all the time about the number of followers or friends that they have on Facebook or Twitter. But what motivates someone to friend or follow a company?
A December 2009 survey from MarketingSherpa of 500 social network users showed that the top motivation of those who friended or followed a brand online was to learn about specials and sales, followed closely by learning about new products, features or services.
This data would seem to indicate that Facebook and Twitter is good for reaching people who already have an existing relationship with you, but not as good at attracting new customers. Read more... (133 words, 3 images, estimated 32 secs reading time)
Last week I looked at some of the marketing strategies that are working on Facebook according to the September 2009 MarketingProfs survey of business-to-business (B2B) and business-to-consumer (B2C) marketers.
Today it is time to turn that attention onto what is working on Twitter.
Most marketers are using Twitter to simply drive more traffic to their web site. The most common tactics are direct linking to web pages or promotional pages.
As with the Facebook results, what works in the B2B market does not necessarily work for B2C marketers and vice-versa.
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I have been going over the September 2009 MarketingProfs survey of business-to-business (B2B) and business-to-consumer (B2C) marketers to see what are some of the more successful tactics that they are seeing work on Facebook.
One thing is quite apparent is that tactics that work for the B2B market will not necessarily work for those marketers who are targeting the B2C market.
For those in the B2B space, the most successful marketing tactics used on Facebook are creating a survey of “fans” and friending customers.
Creating a survey of “fans” was the one marketing tactic that appears to work in both the B2B and B2C markets. Read more... (215 words, 2 images, estimated 52 secs reading time)
