Brands on Twitter: 76% of Accounts Are Infrequent Users
Very cool article on Adage about how big corporations view Twitter and what is it for. Surprisingly low is the customer-service channel at 9%.
Even more telling is how companies apply currently traditional marketing practices to this new media channel, including:
- Twitter as a newsfeed: 26%
- Twitter as brand-builder: 24%
- Twitter as direct marketer/sales channel: 16%
- Twitter as thought-leadership channel: 11%
- Twitter as customer-service channel: 9%
Download the whole Twittervention study here: http://www.webershandwick.com/resources/ws/flash/Twittervention_Study.pdf
Reid Hoffman and Biz Stone talk "Twitter #in"
Twitter + LinkedIn = Peanut butter?
FEED09 - The 2009 Razorfish Digital Brand Experience Report.
Razorfish recently released thier 2009 Digital Brand Experience Report ("FEED").
It focuses on understanding how digital is changing the way that consumer interact with brands.
The verdict: Experience matters. A lot. "Experiences are becoming the new advertising or marketing"
http://feed.razorfish.com/
Download: http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf
Organizations are still under utilizing social media, and not unleashing its full potential
Article I wrote over at the Work at Play blog. Check it.
Beeline Labs, Deloitte's Media & Tech practice, and the Society New Communications Research, recently released their 2009 Tribalization of Business Study which "evaluates the perceived benefits of online communities and identifies how enterprises believe they may better leverage them."In non-corporate speak the study is really all about using online tools for user engagement. Survey respondents included over 400 companies, including Fortune 100 organizations.
The underlying tone of the study is that organizations are still under utilizing social media, and not unleashing its full potential.
Key Takeaways
- 32% of respondent organizations are measuring non-active on their website. Called "lurkers", these non-active users derive a significant amount of value from the engagement of active users.
- 39% of respondents indicates they were increasing the amount of full time staff charged with managing online communities.
- The biggest challenges to creating a successful community are getting users to Join (24%), Stage engaged (30%), and keep returning (21%). In addition, few organizations are taking the necessary steps to overcome these challengers.
- When developing a new community, 58% of respondents indicated they considered partnering with existing communities, complementary vendors and end users.
- A significant disconnect exists between community goals (generate word of mouth, brand awareness and customer loyalty) and how success is being measured.
- The most popular key performance indicators for measuring success are: number of active users (34%) and frequency of posting/commenting (32%)
- The top objectives of online communities are as follows:
- Increased word of mouth (38%)
- Increased customer loyalty (34%)
- Increased brand awareness (30%)
- Increased idea generation / innovation (29%)
- Increased customer support (23%)
No surprises here. Marketing continues to be the primary driver for online communities. The study does postulate that this "marketing driver" results in creating gaps between community goals and organizations capabilities to full leverage these communities.
For the full 28 page flip book, please down the Tribalization study PDF
