Consumers Like Facebook's Brand | Twitter Not So Much

From the 15th edition of the consultant Brand Keys' annual Customer Loyalty Index.



What it important is coming up with a plan that best matches your Brand with the social media platforms that best match your audience.



Would like your help and feedback...



What business are you in and what social platform best matches it?

Amplify’d from www.mediapost.com

Consumers Like Facebook's Brand, Twitter Not So Much

Despite the concerns surrounding user privacy, Facebook has the most loyal and engaged consumers of any major online social media platform, according results of some highly regarded brand research being released today. The research, the 15th edition of consultant Brand Keys' annual Customer Loyalty Index, shows that on the basis of all consumer brand attributes, including "privacy and security," Facebook ranks a dominant No. 1, followed by MySpace, LinkedIn, and Flickr with micro blogging network Twitter a distant fifth. "When you look at the diagnostics, Facebook does rank very low in terms of security and control," but when you put all the drivers together they have a very loyal base," says Robert Passikoff, founder and president of Brand Keys, which is releasing its 2011 findings exclusively through MediaPost publications this week. Because the research, including the "drivers" Brand Keys uses to rank brands, are induced directly from the consumers of brands, Passikoff says the data represents exactly how consumers feel about those brands relative to other brands in their categories. Among social networks, Passikoff says Facebook is a dominant No 1, because it fulfills its users expectations about their own "self-image," which is the No. 1 brand driver among online social networks, followed by "ease of connection," "security and control" and overall "brand value." With the exception of LinkedIn, Passikoff says all of the major social networks rank relatively low on security and control, but he notes that user concerns over privacy are not enough to offset the strong loyalty and engagement consumer derive from other aspects of social network brands. Interestingly, the Brand Keys data indicates that while security and control are important issues among social media users, they contribute less than 20% of consumers' overall perceptions about social network brands in the index, and are far outweighed by a network's ability to reinforce a user's own self-image, and to give them easy connections, two things Facebook excels at. Interestingly, Twitter, which has become the rage among celebrity users and is making lots of noise on Madison Avenue, fares worst in the Brand Keys index, by a wide margin. "It's very low on security and control and it's the lowest on brand value and content," Passikoff says of the perception consumers have about Twitter's brand. The findings could be significant for the long-term success of social networks, because branding experts believe consumer perceptions about brands can affect long-term performance and financial realities. Wall Street analysts typically treat brand value as part of the "goodwill" assets of a company, which depending on the industry and category, can be a significant portion of a company's overall valuation. Top Social Networking Sites Ranked By Brand Loyalty 1 Facebook 2 MySpace 3 LinkedIn 4 Flickr 5 Twitter Read more at www.mediapost.com

 

See this Amp at http://bit.ly/f9XWYg

Be a Fan

How to Measure Social Media Marketing | Analytics

Do you have a way to measure results from your social media marketing and activities?

Do you have something you like using or can recommend? Here is another tool from Social Report and you can try it free for 30 days.

Pierre Rattini, Social Media Marketing Consultant
Mobile Text Marketing
Local Directory Listings

Amplify’d from socialmediatoday.com

Measuring your Social Message Impact

As we all tweet, tag, post, connect, follow and like - we all wonder if our message is reaching anyone out there. There are all sorts of metrics that people are using - from virality to engagement, from influence to chatter. Closed nature of the data behind all social networks isn't helping much either. They are probably saving all of their data till they can resell it to us in one form or another :) Good for them. In the meantime, we need to figure this stuff out.

Most marketers share a very similar goal  - for people to take action. Action can be purchasing of a product, voting in a poll, commenting on a topic, etc. In most general terms - actions are typically hosted on a website (a checkout page, a poll). Good old link and website tracking to the rescue!

One of the shortcomings of all link shortneners is that they stop short of telling us what happened after someone clicks the link and offer little capability to define "campaigns", a set of links related to a marketing initiative. Closing this gap is easy though.

Here is an example of what an ideal social campaign should be able to do (let's face it, every tweet, every post is a campaign, this is what it is all about):

Post your message to your networks. Let's say a twitter feed, facebook page, and a linkedin. For example a typical Social Report message: Step by step social campaign management with Social Report  http://qoo.ly/399

This message will appear on all 3 targeted networks (extra features such as more precise scheduling, reoccurrence and timing are also quite valuable)

As folks click on the link from each network we are now able to precisely tell you where your clicks are coming from: Twitter: 25 clicks Facebook page: 130 clicks LinkedIn: 5 clicks

First conclusion - it appears that fans of our Facebook page tend to be more receptive to our message. This is a great first step! It would be even more useful however to find out how many of these people subscribe to our service once they read about our campaign management.

We will go ahead and place a small conversion script on our check out page <script src="http://qoo.ly/js/qooly.js"></script><script>client.init('1');</script> <noscript><img src="http://qoo.ly/u1.png" /></noscript><script src="http://qoo.ly/js/qooly.js"></script> <script>client.init('1');</script> <noscript><img src="http://qoo.ly/u1.png" /></noscript>

Now we are able to correlated the response with the action (subscription) and improve our marketing data as follows: Twitter: 25 clicks and 20 conversions. Facebook page: 130 clicks and 1 conversion. LinkedIn: 5 clicks and 0 conversions.

Wow! This is intriguing! Even though we got 130 clicks (responses) from our Facebook fan page - it is the twitter that brought us the most customers!

Second conclusion: Twitter - a lot of substance, Facebook - a lot of noise.

Seems like we have done it all at this point. Yet, one more step can make this process more complete. How can we put a dollar value on what we've just done. Let's define few parameters: COST PER DAY (how much is our marketing initiative costing us per day?) = $1,000 COST PER CONVERSION (perhaps merchant processing fees) - $5 VALUE OF CONVERSION (in our case an average subscription is about  $20/mo) = $200 Using the numbers from the example below (we ran this campaign for just one day): 21 conversion * ($200 - $5) - 1 day * $1,000 (cost per day) = $3,095 Woohoo! Things are looking good!

Third conclusion: through our 1 day of marketing we have increased our revenue by $3,095 per year.

Find out more about campaign management with Social Report here http://support.socialreport.com/entries/369653-campaigns-tracking-social-roi Read more at socialmediatoday.com

See this Amp at http://bit.ly/h3vMMf

Be a Fan

Super Bowl Ads 2011| What the heck did they get for $3,000,000

Was it just me or did the ads as a whole suck. There were a few bright notes in the Volkswagen and Pepsi Max ads. The majority were a waste of $3,000,000.



What did you like or dislike about the ads?

Amplify’d from socialmediatoday.com

Super Bowl Ads 2011: Missed Opportunity to Connect & Inspire

Good thing for DVR as I now need to go back and watch the Super Bowl. I was too busy watching the commercials and of course tweeting the night away with all of the other marketing and advertising addicted twitter geeks!

I know the social media audience is a tough audience to please. However, from what I could see there was definitely not a lot of excitement over this year’s ads.

What was missing? In my opinion the #1 most important aspect that was missing in the majority of ads was an emotional brand connection. It seemed that many of the ads were developed by their special effects internal team or agency without a real strategy.

Yes, I know it is a bonus and goal for most to take their commercial viral. I actually had a tweeter respond to one of my tweets lastnight telling me that Super Bowl advertising is not about brand but about going viral. Hello… since when is going viral not about connecting with an audience??

I disagree 100%. Yes, going viral is great, awesome for that matter. However, if you aren’t doing such by increasing brand equity, brand awareness or sales then why the heck would you do such in the current economy. Going viral usually requires a connection of sort be it humor, sadness, anger etc.

Bottom line, connection is the key to successful marketing. Inspire your audiences to connect with you. Spending exorbious amounts of money on an over rated, over complicated commercial is going to do nothing more to inspire connection than the right message said in the right way.  Often times the best ads are those that are the most simple, most easy to understand and remember.

We all have our opinions and favorites regarding the ads. The ones I remember are of course Chrysler, CarMax, NFL, Tiny Dancer and even Kia. I entered the second half with lots of cars to drive but little cravings for Doritos, soda or beer. Hmmm..maybe that is a good thing.  Although I really liked the Chrysler ad, I still struggle with Eminem combined with a church choir. Something about that just rubbed me “awkward” as my 10 yr old would say.

Why was there such a focus on war, border patrol and old cowboys? What happened to the good ol’ boys sitting and watching the football game? What happened with making us forget for a few hours the wars, the drowning 401ks? What happened to making me glad I live in this country and have the freedom to buy the products I want, live where I want to live and enjoy my life regardless of if I do it in an Audi, Kia or BMW?

GoDaddy, I guess I am no longer in your target market? Hmmm… maybe that is why I own 150+ domains with your competitors? Definitely didn’t inspire me to come back with the ads you ran lastnight!?

Why base a campaign on purchasing a new home, landscaping a yard when half of America just finished foreclosure, is in foreclosure or hoping they can make it thru 2011 without such. I don’t think purchasing a new home is what most Super Bowl viewers had on their mind Super Bowl Sunday afternoon. Instead they wanted to enjoy time with family and friends, eat too much food and enjoy a few brewskis made in America.

What would I have liked to see? More of what Chrysler did. Make me feel good about my country, the brands, my life and myself. Give me hope. Help me connect to you as the advertiser. Help me connect to my neighbors, my friends, my colleagues, my family via your brand. Help me connect via the common platform we have by drinking a cold Bud Light or PepsiMax together with a fresh open bag of Doritos. Don’t show some guy licking his colleagues finger. I’d have more to say than “stop that” if one of my colleagues did that to me!?

My understanding is there was more than $200 million spent on Super Bowl advertisements this year to reach an audience of approximately $110 million plus. How many of our own homeless people could we take off the streets or how many people could we put in a car to get to work if we took even 50% of that money out and put it to good use.

Next time let’s save the 50%. We can then spend the other 50% on actually getting in a room and being creative like the old days. Spend time working on a campaign that sparks a tear, makes someone laugh out loud. An ad that brings out emotion and helps us connect with the brands we love!?  Then I might be inspired to go visit their YouTube channel, comment and tell them thank you for making me feel good!

I saw very few inspirational invitations to join social networks. What a missed opportunity and social proof some of the big brands are yet to successfully leverage social media. It’s also proof they are even further away from integrating social media into the DNA of how they also leverage traditional media.  The ads of this Super Bowl almost make me believe they are caught somewhere in limbo as they forgot how to do traditional advertising too?

Next time invite me into your social network. Invite me to help you with your cause. Don’t slap a cause on to your commercial and then tweet about it like you were authentic. We’re smarter than that and can see you hadn’t tweeted about the mentioned charity the past week. Funny how it happened right after the commercial went live and the negative tweets started blasting.

As a marketer I get most frustrated when I see missed opportunity. In my opinion the ads of the Super Bowl were filled with missed opportunity. From social networking, accurate representation of the charities they support, to emotionally connecting with an audience. These in my humble opinion are big misses. Intentional or not, they were missed.

Your Turn? What was your favorite? Did you feel let down by the quality of ads? What do you feel could have made them better? Read more at socialmediatoday.com

 

See this Amp at http://bit.ly/hy93pD

Be a Fan