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Paul Gillin's List: Social Media Research

  • Social Media Wins In Marketers' '09 Plans

    A survey of 196 subscribers to a content marketing newsletter (all right, it's clearly a biased sample) finds that social media and content marketing will be the big winners in the advertising recession this year. "More than half--56%--of marketing and publishing decision-makers plan to increase their content marketing spending next year." Only 13% plan to decrease it.

    www.mediapost.com/publications - Preview

    daily_reading research marketing social_media on 2009-01-06

  • Social Media and E-Mail Spending to Rise

    Quoting:
    "More than three-quarters of marketers surveyed said they will increase their social media spending during the next three years, according to Eloqua's "State of the Marketer" report. A full 74% said they plan to increase their direct e-mail spending while about two-thirds will spend more on mobile texting and SMS.

    "Respondents were bullish on online ad spending overall, with nine out of 10 saying they would continue to increase their direct online ad budgets. The spending increases are likely to come at the expense of print ads, since 55% of respondents said they will probably decrease print ad spending in the next three years."

    www.emarketer.com/Article.aspx - Preview

    daily_reading advertising research on 2008-05-31 and saved by 2 people

    • More than three-quarters of marketers surveyed said they will increase
      their social media spending during the next three years, according to Eloqua's
      "State of the Marketer" report. A full 74% said they plan to increase
      their direct e-mail spending while about two-thirds will spend more on mobile
      texting and SMS.

  • Marketing to Bloggers

    Influencer marketing is moving into the mainstream, with seven of 10 respondents to a recent study indicating that they'll target influentials in the coming year. The trend is most pronounced among marketers the researchers classified as "leaders," of those who use the most sophisticated tactics and tools.

    www.emarketer.com/Article.aspx - Preview

    influencers marketing daily_reading research on 2008-04-27 and saved by 2 people

  • Remember Podcasting? Listeners Do. - eMarketer

    The companies studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.

    “The data suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”

    “The studies showed a 73% increase in likelihood to use or buy an advertised product," said Velvet Beard, vice president at Podtrac. "The studies showed that 69% of audience members have a more favorable view of in-show advertisers."

    www.emarketer.com/Article.aspx - Preview

    podcasting research on 2008-04-27

  • MediaPost Publications - YouTube Continues To Grow Video Share - 01/18/2008


    • In November, more than 75% of U.S. Web users watched a video online--including both streaming video and progressive downloads--averaging 3.25 hours of video per person during the month, comScore reports.


      Google Sites, which includes YouTube, managed to increase their video market share by more than two percentage points to 31.3% from October to November.


      All told, Americans viewed nearly 9.5 billion online videos in November--with Google Sites once again ranking as the top U.S. video property with 3 billion videos viewed, 2.9 billion of which occurred at YouTube.com.

  • Will Social Features Make Email Sexy Again? - WSJ.com

    • In August, there were 542.9 million users of email that is accessed primarily via Web browsers. That compared with 483.7 million social-networking users world-wide, according to comScore Inc. Including non-Web-based email such as accounts that businesses provide to their workers, there will be 1.4 billion email accounts in active use world-wide at the end of this year, estimates Radicati Group Inc., a Palo Alto, Calif., research firm.

    • n the coming months, AOL email users will be able to access their Facebook accounts or other Web sites through a special side panel created within AOL's Web mail service. AOL is also working to let its users personalize their accounts and connect with other users. For instance, when users hover their mouse over one of their buddies in an AIM instant messaging section of AOL email, data about the member will pop up. AOL is also making its email service accessible through social-networking sites and other Web pages so that users can preview and check messages without visiting AOL.com or its other email sites directly.


      And Google Inc., which operates the Gmail email service and Orkut social network, is working on ways to tap into the social-networking wave, including through Gmail, say people familiar with the matter. One Google effort could involve analyzing the strength of Gmail users' connections with one another by tracking the frequency of their email and chat correspondence, these people say.


      Google wants to provide outside Web developers with information about Google users' personal connections so that the developers can build Web-based services -- available via Google's personalized home page and possibly elsewhere -- that will make it easier for people to track their friends, these people say. Hypothetically, that could allow a Google user to see on her personalized home page a list of all the videos her friends have recently uploaded to YouTube or the public messages they have posted on Orkut. Eventually such features could be integrated into Gmail, too, these people say. A Google spokeswoman declined to comment.

  • Adweek Magazine In Print - Advertising News - Advertising Information

    • Overall spending on citizen marketing is growing and is expected to top $1 billion in 2007, up from $980 million in 2006, according to PQ Media's word-of-mouth marketing forecast. That number is expected to swell to almost $4 billion by 2011.
    • To avoid charges of deception, ambassadors are advised by marketers to openly reveal that they're representatives. Also, ambassadors' online conversations and activities are often branded. The Word of Mouth Marketing Association, a trade group of agencies and marketers who use word-of-mouth marketing, has instituted an informal, but largely unenforced, industry policy that brand reps must always disclose their relationship to the product or service when promoting it.
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  • MediaPost Publications - '08 Online Ad Forecast: Increased Spending, Social Media Fragmentation, Resilience - 12/31/2007

    • EMARKETER IS FORECASTING U.S. ONLINE ad spending to reach almost $28 billion in 2008--with the market buoyed by the presidential election and the Beijing Olympics, among other factors. That's up nearly 29%
      from this year.
    • Social media was a major focus for U.S. advertisers in 2007, and eMarketer is pegging that trend to continue, with spending on social networks slated to top $1.5 billion in 2008. According to Debra Aho Williamson, an eMarketer senior analyst, that 163% jump from last year's $920 million will not be solely focused on ads on sites like MySpace or Facebook.

  • Ad Houses Will Need to Be More Nimble - WSJ.com

    • Merrill Lynch predicts overall ad spending in the U.S. for 2008 will grow 2.3%, while the portion of that spending on the Web will increase 18%. Publicis Groupe's ZenithOptimedia says it expects the amount spent on Internet advertising to overtake spending on radio in 2008, and spending on magazines in 2010.

  • MetzMash: December 2007: The Month In Business Social

    • Development #1: Advertising agency McKinney, eschewing the conventional corporate holiday card mailing, "incarerates" 24-year-old production coordinator Ben  Eckerson in a snowglobe. (12/13)



      Why It Matters: The snowglobe was one of the most innovative B2B viral marketing campaigns ever. In addition to creating a solid social media-optimized campaign (live video feed, Facebook page, MySpace page, blog, social bookmark links, online store) McKinney leveraged the opportunity to create an HR bonanza, linking to "Jobs At McKinney" on every page. In its third day, CBS' Early Show picked up on the story.



      Business Value: By using a lot of creativity and an even measure of social media to optimize a seemingly mundane corporate communications platform, the holiday card, McKinney made national news, dozens of blogs, and likely netted a few really creative young hires. I'll check in with them in 60 days to see if that part worked.

    • Development #4: Pligg prepares the launch of Fraxi, a product that allows people to set up quick Digg-like social news aggregators, much like Ning allows users to set up social networks in minutes. (12/19)


      Business Value: Brands that aren't very tech-savvy will be able to set up vertical specific news-sites and enable community interaction, without overhauling their entire website.



      Actionable: Talk to your team about how current conversational portals are doing on your site, in terms of engagement, and see if installing something like Fraxi could increase that level of engagement.

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  • eMarketer's Predictions for 2008 - eMarketer

    • About 44% of US consumers will use social networking at
      least once a month. Although MySpace and Facebook will continue to dominate the
      market, changes are afoot that will extend social networking activities beyond
      a single destination site and into many other facets of the consumer Internet
      experience.
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