Merging of Traditional Media, SEM and Social Marketing
Following up on my post from earlier this week on Brands and Social Media and how social network users interact with brands.
At the end of that post I mentioned that my Twitter stream is full of people asking for brand recommendations and it seems that this is not that unusual. According to an April 2010 study by ROI Research, 33% of active Twitter users, at least once a week, share opinions about companies or products, while 32% make recommendations and 30% ask for them.
Social media has become such an important marketing channel for brands that it is not surprising to read that a February 2010 survey by Chadwick Martin Bailey showed that 33% of Facebook users have become fans of brands.
Read that again. A third of Facebook users have became fans of a brand. That is pretty amazing to me. And leads me to ask the obvious follow-up question: Why?
Well coupons are by far and away the most popular driver of brand interactions in social networks. After that, people say that learning about sales and new products is also a strong motivator for them to fan brands.
Great interview on eMarketer with Pete Blackshaw, vice president of Digital Strategic Services at Nielsen, and his colleague, Maya Swedowsky on how to deal effectively with customer feedback via social media.
I thought the interview was very interesting, especially around how to deal with negative feedback. Excerpts from the interview is below:
eMarketer: What causes negative buzz to escalate into something big?
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.
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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