Social Reef: An Industry Perspective
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YouTube Sensation Susan Boyle; Power of Social Media
April 18, 2009 By
One week ago today Susan Boyle was an unknown 47 year old woman from Scotland. Today she is a world wide household name whose YouTube singing clip from Britain’s Got Talent has been viewed nearly 50 million times. How did this happen?
photo credit: Gilberto Viciedo
According to Ian Young of BBC News:
“It is the story of a talent unearthed, but that does not fully explain why she has become such a sensation.
Boyle has shattered prejudices about the connection between age, appearance and talent. She has proved that you don’t have to be young and glamorous to be talented, and recognised as such.
The YouTube millions have cheered on the underdog, and seen in her the possibilities for their own hopes and dreams.”
The power of talent, dreams, word of mouth, and YouTube.
During the Downturn–Where Marketers Spend
March 25, 2009 By
photo credit: country_boy_shane
A new study from the Aberdeen Research, “Recessionary Marketing: How Best-In-Class Companies are Weathering the Storm” found that 82 percent of companies have redistributed their marketing budgets because of the Recession.
Elizabeth Glagowski reported in the current issue of 1to1 Weekly in the article “Where Do Marketers Spend their Money During the Downturn ” that according to Jeff Zabin, research fellow in Aberdeen Group’s Customer Management Technology Practice:
There is momentum away from traditional media toward online marketing activities that allow for customer behavior tracking and concrete metrics. The report found that a majority of best-in-class companies have cut their traditional media -60 percent have cut television and print advertising, 45 percent have cut trade promotion, and 62 percent have cut their event budgets. Many of those who have cut traditional advertising are increasing their investments in infrastructure and technology to enable social media (68 percent), email marketing (47 percent), online promotions (41 percent), search engine marketing (38 percent), and mobile marketing (16 percent).
Glagowski reported in her article that Zabin found that a lot of companies are starting over. Zabin said, “A lot of organizations are completely revamping their marketing plans from the ground up. Companies are now trying to figure out how to drive consumer demand without incurring as many costs, or making sure the costs they incur are worthwhile.”
How are you driving consumer demand without incurring as many costs?
Jeremiah Owyang–Fish Where the Fish Are
March 24, 2009 By
Social Media Marketing
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Of all the social media experts and analysts out there, Jeremiah Owyang of Forrester distills all the noise out there. Here he does it again.
Thoughts?
Listening to Your Customer
March 15, 2009 By
photo credit: Wonderlane
“There are still too few companies that make the most of their customer relationships, whether by gaining product and customer insight from customer feedback or by realizing the full revenue potential of their customers,” reported Jeremy Nedelka in the March 2, 2009 issue of 1 to 1 Weekly in the article “Turninig Customer Voices Into Revenue.”
In the article, Nedelka writes that according to a recent report by the CMO Council less than40 percent of companies collect customer feedback more than annually while the rest rely on customer satisfaction surveys and ignore tools available to them via the Web to listen to what their customers are saying.
By ignoring the conversations going on online via message boards, blogs and other social networking groups, marketers are missing a significant opportunity to understand their customers. And without an ongoing dialog, customers are left feeling that they do not have a good relationship with the company.
How are you listening to your customers’ conversations on the Web? How are you responding to your customers?
Social Media Jump in Now
February 26, 2009 By
“If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late,” reported Josh Bernoff, a Forrester principal analyst and co-author of the Groundswell, commenting on Forrester’s new report “The Social Technographics of Business Buyers.”
So if you are a B2B or even a B2C marketer and those words don’t scare you, I don’t know what else to say.
Yesterday I attended Gravity Summit’s Social Media Business Marketing Seminar at UCLA. The room was packed, the presenters were interesting and engaging, and the attendees were buzzing. But what it brought home to me was the number of businesses that had not yet jumped on the Social Media Band Wagon.
The most common questions centered around Twitter. What was it, how it should be used, and was it worth learning about. Yes, it is worth learning about. No, it’s not scary. It’s new and everyone is figuring it out. Perfect time for you to jump in the conversation as well. But before you actually start “tweeting”, find some interesting people to follow and listen to them.
The important give away about Social Media is that there are many tools out there today—blogging, Twitter, Wikis, smart media releases, FaceBook, LinkedIn to name just a few—but you don’t have to utilize them all to start. Start small. And start reading. Read “Groundswell” first. You don’t want to be left behind this year.