Pgillin's Favorite Links on social_media_research from Diigo

Social Media and E-Mail Spending to Rise

Sat, 31 May 2008 17:46:09 -0000

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."

Highlights and Sticky Notes:

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.

Tags: daily_reading social_media_research advertising

Posted by: pgillin

Children Of The Web - businessweek, July 2, 2007

Wed, 28 May 2008 12:39:21 -0000

Tags: social_media_research w

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Reflections of a Newsosaur: Where mass media lost ad share in '07

Tue, 29 Apr 2008 11:33:37 -0000

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Marketing to Bloggers

Sun, 27 Apr 2008 12:56:47 -0000

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.

Tags: influencers marketing daily_reading social_media_research

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Remember Podcasting? Listeners Do. - eMarketer

Sun, 27 Apr 2008 12:13:20 -0000

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."

Tags: podcast social_media_research

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Now US Is Online, And How! - eMarketer

Fri, 29 Feb 2008 07:14:20 -0000

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Podcasts Aren't Just for Young Nerds - eMarketer

Sat, 16 Feb 2008 13:34:03 -0000

Tags: podcasting social_media_research

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Participation Inequality: Lurkers vs. Contributors in Internet Communities (Jakob Nielsen's Alertbox)

Wed, 30 Jan 2008 14:45:38 -0000

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MediaPost Publications - 10 Things You Need to Know About Social Networking - 01/09/2008

Thu, 24 Jan 2008 11:12:06 -0000

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Making Your Corporate Blog Presence a Strategic Priority « Bernaisesource

Wed, 23 Jan 2008 01:45:56 -0000

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

Sun, 20 Jan 2008 01:56:40 -0000

Highlights and Sticky Notes:

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.

Tags: social_media_research video

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Young Adults Hit Online Video Sites - eMarketer

Tue, 15 Jan 2008 17:06:24 -0000

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

Sun, 06 Jan 2008 23:07:36 -0000

Highlights and Sticky Notes:

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.

Tags: social_media_research

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Adweek Magazine In Print - Advertising News - Advertising Information

Sun, 06 Jan 2008 13:34:32 -0000

Highlights and Sticky Notes:

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.

Unilever's "Go Green and Small With All," which used in-classroom magazine and Web ads to recruit participants, targeted elementary school kids via a contest held in October and November that looked for the greenest grade school in the country. Its ambassadors were encouraged to get their families to make small, green changes at home (like using concentrated All detergent) and to spread branded, eco-friendly messages. The ambassadors and their parents submitted report cards on their progress, and the school with the highest percentage of report cards (not yet announced) will receive a $50,000 grant for eco-friendly school improvements, a solar-powered iPod Shuffle MP3 player for every student, a one-year supply of All and an appearance on The Ellen DeGeneres Show in January. More than 3,000 elementary schools entered.

Sony decided that selecting brand ambassadors who like to travel, take pictures and blog would jump-start the launch of its news GPS camera.

The Sony ambassadors are encouraged to hand out discount coupons, show the camera to anyone who asks and blog weekly about their adventures on a dedicated Sony microsite, which runs through Jan. 31.

JetBlue's BlueDay, now in its third year, is one of the more established college-style ambassador events. Held in the fall on 21 campuses on the East Coast and in Northern California, students wear blue costumes (and, on occasion, blue skin and hair) and those with the best costumes are each given a pair of free airline tickets.

"ambassador programs require a good deal of supervision to ensure that the brand is being represented properly," says Lara Bass, vp of client services at Renegade, an experiential marketing agency. To find appropriate ambassadors, she feels, marketers should search blogs and identify individuals who are already functioning as brand advocates.

The job means being organized and professional enough to plan large events and call local media, and spontaneous enough to create a new event in case of, say, bad weather—and still make it to classes. Also, each event budget is only $50, so you need to be creative!

The virtual part of my job included managing RIT's Facebook group of 1,900 with the creation of new contests and event invitations, and answering student questions. This group management, along with checking the RepNation portal—where reps share ideas, ask questions and offer tips—was a daily job. The portal is one way for our work to be monitored and to determine the awarding of incentives.

Tags: case_study social_media_research

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MediaPost Publications - '08 Online Ad Forecast: Increased Spending, Social Media Fragmentation, Resilience - 12/31/2007

Thu, 03 Jan 2008 04:35:51 -0000

Highlights and Sticky Notes:

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.

Tags: social_media_research

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

Thu, 03 Jan 2008 04:28:28 -0000

Highlights and Sticky Notes:

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.

Tags: social_media_research

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MetzMash: December 2007: The Month In Business Social

Fri, 28 Dec 2007 15:58:26 -0000

Highlights and Sticky Notes:

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.

Development #5: Pew releases a Teens and Social Media study, updating their 2005 teen content creators study and releasing technographics data that will have a big impact. (12/27)

Why It Matters: Nearly 2/3 of all online teens in 2007 engage in content creation, and that number is up from 57% in 2004. The study also highlights some key gender differences (girls are 14% more likely to blog than boys, and also 14% more likely to post online photos)

Business Value: While this news is not exactly earth-shattering, given the proliferation of YouTube, MySpace, Facebook and related content platforms, seeing the numbers behind the hunches makes tactical decisions easier for marketers.

Actionable: Tailor marketing programs that touch teen stakeholders to be in line with this technographic data.

Tags: case_study social_media_research viral_marketing

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eMarketer's Predictions for 2008 - eMarketer

Thu, 27 Dec 2007 16:35:56 -0000

Highlights and Sticky Notes:

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.

Tags: social_media_research

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Marketing changes ‘to be driven by social networks’ » News Archive » ISM News

Wed, 26 Dec 2007 15:20:28 -0000

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Marketers Missing Out on Word of Mouth? - eMarketer

Wed, 19 Dec 2007 21:07:52 -0000

Highlights and Sticky Notes:

eMarketer projects that, in 2007, 66 million adults will have shared advice about products and services and 27 million will exert influence online.

Tags: social_media_research

Posted by: pgillin