Really good interview with Stephanie Leavitt of Carnival Cruise Lines over at eMarketer. In the interview, Stephanie spoke about Carnival’s social media campaign for its newest ship, the Magic, and the kinds of marketing that resonate with Carnival’s Facebook fans. Here are some of the highlights from the interview.
eMarketer: What is your social media strategy for 2011?
Stephanie Leavitt: Social media is now a big component of our overall marketing strategy. We try to embed a little bit of social media in pretty much everything that we do. Our goal is to help educate consumers on the value of cruising, and specifically, we’re trying to use social media to better connect with first-time cruisers—people who have never cruised before. Read more... (984 words, estimated 3:56 mins reading time)
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How Carnival Cruise Lines Use Social Media
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In two interviews that I have conducted recently, a Certified Financial Planner in San Francisco and Attorney Marketing Agency have both commented on how they are using YouTube to drive brand awareness and leads to their web sites.
Which begs the follow-up question. How can your business get started on YouTube?
Evaluate the account options
Instead of just uploading your videos to YouTube, what most companies are doing is create a permanent presence on YouTube by creating a branded channel.
For most marketers YouTube channels come in two forms: User and Partner. Read more... (604 words, estimated 2:25 mins reading time)
Earlier this month I, along with Joel Davis of agency:2, was interviewed by Mike Filsaime of Marketingdotcom.com about social media marketing. Below are my answers to Mike’s questions.
1) What should an online marketer’s primary goal be when utilizing social media?
In establishing a primary goal for social media, marketers first need to define what they are trying to accomplish via social media marketing; e.g. increase the number of Twitter followers, increase the number of Facebook fans, or drive traffic to a webpage. Read more... (582 words, estimated 2:20 mins reading time)
A recently released list of the top 100 social media brands of 2010 by Vitrue, has Apple continuing its three-year reign as the top social media brand.
Vitrue ranks brands based on their various mentions on Facebook, Twitter and other popular sites, such as YouTube and Flickr.
As you would expect the majority of the list, 30%, consists of consumer electronic brands; it will be exciting to see how social momentum and buzz for 2010 contributed to products to be introduced this week in 2011. Read more... (609 words, 2 images, estimated 2:26 mins reading time)
Last week I wrote about the Top 15 National Retailers by Facebook Fans. The data was part of a report issued by fMedia Logic. Click here to receive a full copy of the report from Media Logic.
Yesterday I received a follow up email from David Schultz, President of Media Logic letting me know that they had just released some really interesting data about Black Friday and how Black Friday impacted the number of Facebook fans that a retailer had.
You can read Media Logic’s new post here, but here are some of the highlights: Read more... (344 words, estimated 1:23 mins reading time)
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Black Friday and how it impacts Facebook Fans
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Conan O’Brien’s new talk show debuted in TBS earlier this week and it was a ratings success. According to lostremote.com, Monday nights show pulled in 4,155,000 viewers overall — beating both Leno and Letterman — with 2,451,000 (over half!) between the ages of 18-34. In fact, TBS said the median viewer age was just 30 years old.
“Conan’s audience has been very vocal online, and he clearly made a smooth transition from Twitter to TBS,” said Steve Koonin, president of Turner Entertainment Networks. Read more... (298 words, estimated 1:12 mins reading time)
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How Conan O’Brien used Twitter to debut his new show
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Really interesting interview with Seth Greenberg, Vice President of Global Media and Digital Marketing, Intuit Consumer Group—TurboTax on eMarketer.
The interview is about how Intuit uses customer-generated reviews to increase sales (You can read the whole interview here), but the part I found most interesting was how Intuit uses Facebook to promote its products via customer reviews.
eMarketer: How are you incorporating social media tools into customer reviews?
Greenberg: We enable customers to post reviews into their Facebook news feeds so their friends can see them. We know that 50% of our 21 million customers are pretty active on Facebook and our TurboTax active customers have 150 friends. Read more... (419 words, estimated 1:41 mins reading time)
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How Intuit uses Facebook to increase sales
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I came across some interesting data from a July 2010 survey of US marketers by the Direct Marketing Assocation and COLLOQUY which found that brand awareness was the primary objective of social media marketing, followed by customer growth and loyalty.
This survey validated some early data including a July eROI study which also showed that brand awareness was the top goal of US marketers using social media, and business-to-business (B2B) marketers reported the same to BtoB magazine and Business.com.
In April, search marketers surveyed by MarketingSherpa cited increasing brand awareness and improving brand reputation as the two objectives for which social media marketing was most effective. Read more... (216 words, 2 images, estimated 52 secs reading time)
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Customer acquisition not a goal of social media marketing
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I wrote last week on Brands and Social Media that 33% of Facebook users have become fans of brands.
That sort of number begs a follow-up question to be asked. What is the value of a Facebook fan? Well according to two companies called Syncapse and Hotspex, the average value of a Facebook fan for the twenty largest corporate brands on Facebook is $136.38. (see PDF of report).
Read more... (417 words, 1 image, estimated 1:40 mins reading time)
Social media marketing has proven to be very successful for B2C marketing, but how is it for B2B marketing?
Not that good according to a study by lead generation provider LeadForce1. LeadForce1 looked at where visitors to B2B Websites from social media sites like Facebook, Twitter, LinkedIn and Wikipedia went.
There conclusion was that traffic from the top social media sites were generally uninterested in product or contact pages, suggesting they were not in the market for the company’s products or services.
Visitors from Facebook were most likely to check out a company’s “about” page or blog posts. Read more... (218 words, 3 images, estimated 52 secs reading time)
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Is Social Media Traffic Good For B2B Lead Generation?
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