There’s no denying the publicity power of social networking sites like Twitter and Facebook, which have given consumers a window into celebrities’ lives and provided public figures with another way of communicating with their fans. Organizations are now increasingly taking advantage of these free communication channels to boost the profile of their business, communicate with current customers and generate new business contacts in their industry.
However, a recent study by customer relationship management experts, Convergys, has discovered just how important social media is in building and maintaining customer trust. It has found that three quarters of consumers who heard about a bad customer experience via social media stopped doing business with the offending company. This shows just how important it is for organizations to keep abreast of what is being said about them online and to take the appropriate action to respond to any negative comments quickly.
This week I want to talk about an article that talks about this relatively new social goal-making site that helps you create your list of goals, set reminders about your resolutions, and connect with others who have similar goals.
The name of this site is “43 Things.” The community aspect of 43 Things is what makes it shine: you can get inspiration for new goals and adopt others’ ideas, send and receive “cheers” for supporting resolutions, add comments and progress updates (the site connects to your Facebook account) and more with the free service. 43 Things is funded by Amazon.com, developed on Ruby on Rails, and made by Robot Co-Op, who also developed other social tools, including 43 Places, a social travel weblog of sorts.
Whether you have small, short-term goals or big dreams for your future, the key to achieving them is in regularly reviewing your resolutions so they don’t get forgotten. This site can increase your odds of success by reminding you of your goals, helping you track them more easily, and providing motivational support.
According to “43 Things: A Community Study,” 43 Things has two shortcomings: (1) it fails to have a central area containing documentation about the website and (2) it relies heavily upon RSS, which is unfamiliar to a large portion of users. Other than that, it is basically user friendly, and has received solid reviews in regards to responsiveness and user suggestion integration.
A Brand’s Social Life
Consumers are investing serious amounts of their time in social-media platforms, with 16.6% of all online minutes now spent on social networks. With so much focus on social as a marketing tool, it’s worth stopping and mapping out a smart social strategy. The investment in social media is often less of a physical money figure, and more of a HR investment for your business
Most of the time, return on investment (ROI) on a digital campaign can be measured through factors that are fairly quantifiable and direct. When it comes to the measurement of social media marketing and ROI, though, many businesses find it very difficult to connect returns with their social media investment.
ROI is really just one way to figure out how much your brand benefits from having a social life. With a little creativity — and with an understanding that you need to push your measurement in new directions — you can more clearly understand what social media delivers to your brand. Steven L. Johnson, assistant professor and director of social-media programs at Temple University’s Fox School of Business, offered the example of the Campbell’s Kitchen Facebook page, whose “mission is to get people to use more Campbell’s Soup products.” Mr. Johnson said Campbell figured out that every time somebody printed a recipe from Facebook, they prepared it approximately 2.5 times, and 1.7 times, they used a Campbell’s Soup product. “You can’t figure that out online,” he said. “They just figured that out through some kind of additional market research. But then based on that, you’re able to put a value on this action that you’re trying to drive people toward.”
In conclusion, today, digital campaigns are just as important as traditional marketing tactics, and, at many companies, digital media spending may soon exceed the funds allocated towards some traditional media campaigns.
Doritos a Winner is Social Media Campaigns
Viral marketing campaigns are an amazing way to generate a huge amount of buzz and brand awareness whether they are carried out online or offline. Some viral marketing strategies work better than others. Few work as well as the simple Doritos strategy.
Doritos have implicitly acknowledged that there is no recipe for a viral campaign. The traditional advertising agency process inherently places a limit on creativity. The ad-agency usually presents a number of options for the client to choose from. The client chooses one or maybe two of these options to implement. One video has a slim chance of viral success in social media because it is hard to predict what might be successful. The Doritos campaign is effectively crowd-sourcing creativity, with the added bonus of free implementation.
This raises questions about the definition of viral. Something that ‘goes viral’ is usually started by one and shared by many. Online tools have the power to significantly increase sharing capacity. The winning video in the Doritos competition is the video with the most views, positive ratings and social sharing points.
The most interesting part of this competition for our purposes is how Doritos is measuring the results of these attempts at a viral campaign. The breakdown of what actions actually earn points provides an analysis of the relative value of different social tools.
When looking for an article that would talk about Pinterest, most of the ones I found were talking about , how great it is and how companies benefited from using.
Then I found an article by INC.com that talked about the importance of using Pinterest the right way, and about all the stuff that this new social network, wotn’t tell the general public.
I was intrigue by some of the things they discussed such as, how Pinterest takes advantage of a provision in the Internet Service Providers Act to protect itself but how you’re theoretically still liable if you upload an image that you don’t own. If you do own, and post, images and would take issue with someone sharing them on Pinterest.
Also, the site isn’t saying much about how it is making money, which means you might want to think twice about using it as the keystone of your new digital marketing strategy.
Last but not least, the negative addictive effect it has in people. Pinterest addiction might seem like folly, but if it begins to contribute or add to the already existing loss of employee workplace productivity that social mediahas already wrought. In conclusion, just like any other social media, Pinterest could play and important part of a marketing strategy. However, it’s advised that people learn how to use it wisely.