Daily Resource Feed 02/15/2012

  • and one more on Social Media analytics – another good source Blue Glass

    Tags: analytics, smm

  • If it’s from Stanford we have to take a look, no? Haven’t done the full read but the title and source make this good fodder to learn more about Social Media analytics

    Tags: analytics, smm

  • Wonderful stuff ! Analyse your Social Media analytics in Excel. 

    Tags: excel, analytics, smm, best-tools

  • Does it matter if you have fans on Facebook? Maybe not!

    This article explains why (includes video and stats). 

    Tags: smm, Facebook, chp, 5, v2

    • Facebook status updates are similar to broadcasting a message to an empty football stadium
    • In the Mercedes-Benz video below, people call for a cab and get picked up by a trailer truck. If you can afford the €200,000 to hire VonMatt to script the story and make the video, you might get 8000 views for the English version and 20,000 for the German one. The question is whether this is a flop. Measure for impact, anyone?
    • Research, based on 400 million Facebook fans, indicates that only 3.5 to 7.49 percent see your status update (Parker, Brian, June 21, 2011). Also, just 0.25 to 0.90 percent interact with the status update.
    • Data revealed that the proportion of overall fans who were People Talking About This was 1.3 percent. But it gets worse: if one subtracts new likes, which only requires a click (somewhat akin to TV ratings) and focuses on the forms that suggest greater interaction, one is left with only 0.45 percent.
    • Accordingly, less than half a percent of Facebook fans who identify themselves as ‘liking’ a brand actually bother to create any content with regard to it.
    • We should conclude by listing three take-aways that this material provides. A company like Red Bull does not acquire 26 million fans without any engagement. However, 0.5 percent means only 13,000 actively engage and produce content from Red Bull’s offerings (okay, maybe 1.5 percent because it is cool, but that’s still less than 50,000 people). Do you really want to know how many full-time equivalent (FTE) personnel were required to create all this buzz?
      • Brand growth requires reaching medium and light buyers. Facebook fans tend to be heavy buyers. While Facebook is a useful channel to reach them, it might not be the right place to engage potential and light or medium buyers.
      • Searching for a Facebook audience may be futile. The research presented here shows that Facebook status updates are more like broadcasting news to an empty stadium. People want a freebie or to participate in a sweepstakes. But will they buy more product from you because they are a fan? No, your favorite butter need not apply.
      • Engage with clients on your webpage or blog. If Unilever’s Magnum ice cream, Coca-Cola or Gillette find Facebook a great platform, good for them and even better for Facebook’s early-stage investors.
  • Tags: diffusion

  • Tags: crowdsourcing

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.



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