Daily Resource Feed 03/01/2012

  • Firms can search tweets back to January 2010 in order to plan marketing campaigns, target influential users or even try to predict certain events.

    Until today, only the previous 30 days of tweets were available for companies to search. Regular users can access posts from the past seven days.

    Tags: Twitter, data, mr, market research, social mining, chp9, DataSift, privacy, smm

    • UK-based Datasift is the first company to offer the archive.
    • “It’s a brand new service that we’re bringing online – it’s a massive technology challenge because of the amount of data that is pumped out every single day.”
    • He said the company takes in roughly 250 million tweets every 24 hours, all of which are analysed for content – such as whether they were said in a positive or negative tone.
    • Datasift said they have seen a lot of demand for the product – with almost 1,000 companies joining a waiting list to access the service.
    • The cost to businesses will depend on the company’s size, with Datasift’s entry-level package costing £635 ($1,000) per month for “individuals or developers”.
    • “The fact that two years’ worth of tweets can now be mined for information and the resulting ‘insights’ sold to businesses is a radical shift in the wrong direction.

      “Twitter has turned a social network that was meant to promote real-time global conversation into a vast market-research enterprise with unwilling, unpaid participants.”

    • However, Mr Barker defended the technology, arguing that people using Twitter do so due to its public nature.

      “The thing with Twitter that it was always created to be a public social network – which isn’t the case with Facebook which is more of a blended model. Twitter has been public from day one.

  • The New York Times has added a whimsical new tentacle to its digital and social reach with a Tumblr blog dedicated to photographs from the Gray Lady’s storied past.

    The Lively Morgue, as the new Tumblr is called, launched Monday with a black and white photo of news images being sorted in the paper’s physical photo “morgue,” where millions of pictures are stored in filing cabinets and manila folders.

    Tags: smm, NYTimes, Tumblr, blog, social publishing, chp6

  • Showing power in numbers, small and medium-sized businesses (SMBs) continue to increase their share of digital advertising.

    Over the next 12 months, SMBs plan to allocate 26% of their budgets to digital and online media, according to Local Commerce Monitor, BIA/Kelsey’s 15-year tracking study of SMB advertising spending, media usage, Web presence and sales channels

    Tags: chp1, chp2, small business, SMBs, smm, budgeting, digital

    • As a whole, SMBs are particularly interested in self-serve advertising and promotional tools, including video, social media and search engine marketing.
    • “SMBs love the easy-to-use tools, like YouTube, Facebook, Twitter and self-serve advertising,” according to Matt Booth, SVP and program director of Interactive Local Media at
      BIA/Kelsey. “We are on the verge of a real revolution in marketing platforms that serve SMBs, in particular around digital presence.”
    • According to LCM Wave 15, nearly half of
      respondents — 49% — reported that they purchase online advertising, including SEM products, directly from a Web site — either with or without live operator assistance.
    • Late last year, BIA/Kelsey predicted that SMBs would allocate 30% of their marketing budgets to traditional
      advertising by 2015 — down from 52% in 2010.

      That would leave 70% for digital and online media, including mobile, social, online directories, online display and digital
      outdoor; performance-based commerce, including pay-per-click, deals, and couponing; and customer retention business solutions, including email, reputation and presence management.

      sheer dollar terms, U.S. SMB spending on media, marketing and business solutions will grow to reach $40.2 billion by 2015 -– up from $22.4 billion in 2010 -– according to BIA/Kelsey. If
      accurate, that would represent a compound annual growth rate of 12%.

  • The common view that Facebook “likes” equate to brand engagement took a hit last month when the Ehrenberg-Bass Institute shared some interesting data with us. Researchers found that less than 1% of fans of the 200 biggest brands on Facebook actually engaged.

    Tags: smm, facebook, engagement, chp5, study, data, stats

    • The common view that Facebook “likes” equate to brand engagement took a hit last month when the Ehrenberg-Bass Institute shared some interesting data with us. Researchers found that less than 1% of fans of the 200 biggest brands on Facebook actually engaged.

      Their conclusion was based on a six-week study of Facebook’s People Talking About This metric, with researchers considering the number as a proportion of fan bases. Only 0.45% of fans engaged, if you subtract likes to isolate for more meaningful activity, including shares and comments. This confirmed something many readers already suspected: Facebook fan bases and actual engagement aren’t the same thing.

    • One of the more interesting questions arising from the study is whether the findings apply to passion brands, like Nike or Harley-Davidson, as opposed to ubiquitous products that, loyal as their audiences might be, don’t get folks lathered up at the mere sight of the logo. Though the short answer is that passion brands might get slightly more engagement, it’s not enough to throw off the overall findings.
    • Looking at 10 passion brands — including Nike, Old Spice, Harley-Davidson, Porsche, Ford Mustang, Jack Daniels and Tiffany & Co. — the researchers found an average engagement of 0.66% The average engagement for the 10 brands with the largest fan bases was 0.36%.
    • “Only one brand of the entire 200 in the analysis got an engagement level of 2%. A few over 1%. Most under 1%,” Ms. Nelson-Field wrote. “The significance here lies in the very tiny rate of engagement across all brands in a big sample. So, yes, we could say that Brand A (at 1%) gets twice as much engagement as Brand B (at 0.5%), but that’s like saying, ‘You have 50 cents, I have $1, so I am twice as rich as you.’ “
    • One final data point from the study: Parsing by category, Ms. Nelson-Field found that the highest engagement was in alcohol, cars, cosmetics and electronics. The lowest was in confectionery, fast-moving consumer goods (such as laundry products), retailers, and software, social platforms and apps.
  • With 1.2 billion users worldwide, social networking usage patterns vary by country and region. As of December 2011, eMarketer estimates, just over 1.2 billion people around the world used social networking sites at least once per month. That represented 23.1% growth over 2010, and double-digit growth will continue throughout eMarketer’s forecast period, though the rate of change will decrease as the market matures.

    Tags: cb, smm, growth, facebook, chp3, chp5, asia, india, emerging markets

    • The region with the highest number of social network users is Asia-Pacific, where 615.9 million internet users will log on to social sites by the end of this year. About half of those users will be in China, where social network users will outnumber their counterparts in the US by nearly two to one.
    • China and the US are the top two countries in terms of overall number of users, but the rankings of key social networking countries around the world change when examined based on penetration rates vs. growth rates. In 2012, the US will have the greatest share of social network users as a percentage of the total population (49.9%), followed by Canada (49.3%), South Korea (46.6%), Australia (44.4%) and Russia (41.9%). As a share of internet users in 2012, however, Brazil will come out on top—87.6% of web users in the country will use social networking sites—followed closely by Indonesia at 87.5%. In developing markets like these, fewer people overall are online, but among those who are on the web, social networking is often a key driver of internet usage.
    • The fastest growth in social networking this year, meanwhile, will come from India (where usage will increase by 51.7%), Indonesia (51.6%) and, lagging distantly, China (19.9%).
    • This represents eMarketer’s first worldwide estimates of social network usage and Facebook usage. eMarketer bases its estimates of social network usage on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major social network sites; historical trends; internet and mobile adoption trends; and country-specific demographic and socio-economic factors. For Facebook-specific estimates, eMarketer projects based on all of the above as well as Facebook company releases.

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


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