I missed the last Social Media Club Hamburg meeting, unfortunately. It was booked out when I first looked, and I didn’t have a chance to check the list again later on.
The discussion must have been quite interesting, the topic certainly was: why social media projects fail. Basis for the discussion was a study amongst more than 500 Marketers across Europe.
This is the presentation of the study:
After 3 weeks of vacation, I am slowly digging through my RSS Feeds to catch up with whatever happened during my absence. Here are a few links of stuff I dugg up:
- A new study with 1,500 consumers shows the influence of social media participation on buying intent: „over 50% of Facebook fans and Twitter followers say they are more likely to buy, recommend than before they were engaged.“
- Will it blend? Of course the iPad also blends: http://bit.ly/9lXbOB (and you can fold it, too, apparently). Tom Dickson of BlendTec is at it again. It hurts, to watch that!
- John Bell offers an interesting definition of community manager vs conversations manager.
- Google goes from „fan“ to „like“. I don’t like this. The reasoning: users click on „i like“ more often than „become a fan“. Of course they do. My opinion: once Facebook changes that, users will click on „i like“ less often, because of the fear of too strong committment.
- Trying to plan the next social media campaign? Let the social media planner help you.
I am sure that there is lots more, the arrival of the iPad and all the craze about it, for example. Or the hundreds of other news items about facebook, twitter and/or foursquare, that are surely still waiting for me in my RSS reader, but I am very much tempted to just press „mark all read“…
Quite a few brands are probably carefully eyeing twitter trends with reference to their brand name, incase of negative remarks.
Now there is a study looking into how users are actually talking about brands on twitter. At ReadWriteWeb there is a post stating that tweets about brands are more often about information rather than sentiment.
According to the study, which looked at 150,000 tweets, 11.1% of the brand-related tweets were information-providing while 18.1% were information-seeking. The latter of these two is especially useful to companies looking to understand what questions and concerns customers have about their products. However, the large majority of the tweets – 48.5% – were simply comments made in passing which mentioned the brand but whose primary focus was something else.
In only roughly 23% users were expressing sentiment (positive or negative) about brands.
So why is that? Why don’t people express so many negative opinions on twitter as compared to the rest of the web? ReadWriteWeb assumes that it is the easy and quick handling of twitter which results in many more positive or neutral, fact based chatter.
That does make sense to me. People will go through a lot of effort, writing long and nasty blog posts, when they’re fed up. But they won’t do the same for positive or even neutral remarks, unless the brand experience was rather extraordinary.
YouTube still doesn’t seem to deliver sufficient revenue and the video ads on offer still haven’t been picked up by the ad community. In addition to the regular display ads, there are also overlay ads, which cover one third of the video. (Google says they will also be introducing pre- mid- and postroll ads, when they’re launching full length videos.)
However, the overlay ads have not yet been widely accepted, so Google has now undertaken a study:
Teaming up with the neuromarketing firm NeuroFocus and the branding consultancy MediaVest, Google conducted a study in which it measured people’s nervous-system responses – through brain-scanning skull sensors, eye tracking, pupil dilation, and galvanic skin response – as they watched YouTube ads.
There were only 40 participants, whose score for overlay ads was apparently above average:
Specifically, after fielding a study among 40 participants last May, InVideo ads scored above average on a scale of one to 10 for measures like â€œattentionâ€ (8.5), â€œemotional engagementâ€ (7.3) and â€œeffectivenessâ€ (6.6). According to officials, a 6.6 score is considered strong. (Source)
Yet they worked best when in combination with banners:
The combination of overlays with companion banners also grabbed users‘ attention more than banner ads alone, scoring a 6.6 compared to a 6.3 for just banners. (Source)
I can see that getting in-video ads right will be a huge leverage for YouTube to achieve sufficient revenue. And it’s probably one of the best ways to quickly and substantially increase revenue options on the site.
Yet I would prefer more creative and user relevant options for displaying the messages of my clients…
Another interesting fact is the news about the advanced neuroscience approach Google has taken to evaluate their overlay ads. Only 40 participants, but probably much more data available than you would get from 100 traditional focus groups.
On Cnet is news about a new study by Gartner with the catching headline of a 50% failure rate:
75 percent of Fortune 1000 companiesÂ are eager toÂ get involved inÂ social-networking initiatives for marketing or customer relations purposes, but 50Â percent of those campaigns will be classified as failures
The main problem is (oh wonder) the differing expectations about what will happen during those marketing efforts:
The quirkiest and most addictive campaigns often provide little value for the company and turn out to be fads, whereas marketing efforts on the Web often don’t go over as well with the public.
In addition, the report points out that online usage during the purchasing process of all products and services will increase:
Gartnerâ€™s research shows that by 2012 fully half of all purchases will have some online component. That could mean searching for product reviews, reading about a new product on a blog, or comparing prices even if the purchase is ultimately made in a store.
So the need to figure out win-win situations for brands and the community are ever more important.
And furthermore, a „heads up“ for online marketers for the financially difficult times ahead:
Businesses will turn to the Web to stay in touch with consumers during a difficult financial climate. â€œThis is going to be a lifeline,â€ he said. â€œYour spirit of customers is probably the only thing you have.â€