Daily Resource Feed 07/28/2012

  • Not all fans are created equal. In order to understand the value of your fans, you need to understand why they came to you. The most important question for brands on Facebook is this: “Why are these consumers taking the time out to engage with my brand?” You need to know where they came from — and how to group them accordingly based on that knowledge.

    Tags: v2, smm, facebook, fans, cb, chp3, chp5

      • Facebook fans can be grouped into five key categories.”

        1. The brand enthusiasts. They absolutely love your brand. Whenever your category comes up in conversation, they never fail to mention you. They are constantly on the lookout for new ways to engage with your brand and utilize your product. These fans can become product evangelists–primed to expand their depth of purchasing with your company. These are good fans, however, without determining a path to convert these enthusiasts into buyers, they offer little value.
        2. They love everyone. Sure they “like” your brand but they “like” everything from their toothpaste manufacturer to their windshield washer fluid. You have an inroad with them and have the opportunity to differentiate yourself from all of their other “favorites.”
        3. The average user. You are the brand they tend to go with but they don’t give you much thought and they could be swayed by a persuasive argument. These consumers make up a majority of your sales and figuring out a way to engage them is key.
        4. The sweepstakes fan. If you offer coupons or giveaways to consumers who sign up as fans, you tend to get a large group of consumers that were looking for something free and don’t really care about your brand.
        5. The issue fan. Your company did something they like — perhaps you gave to a cause, went green, and they want to reward you with their fandom. You have made some significant inroads with their sensibilities and now is the time to translate that to a purchasing shift.
  • Conversion tips for Facebook campaigns

    Tags: v2, smm, facebook, fans, chp5

      • Below are four tips to turn your passive fan into an active shopper.

        1. Design your campaigns to attract leads, buyers and promote repeat business not fans. Many marketers will deploy extensive campaigns with the sole objective of building their Facebook fan count. This is a waste of money. While increasing fan count has value, the campaign should be designed with a strategy to engage and convert fans.
        2. Develop a mini “fan” campaign & content strategy to promote engagement with fans as soon as they become a fan. Marketers can easily use the development of fans or “likes” to initiate a dialog. Setup a polling campaign on your page and have them vote (via QR codes, SMS, or direct entry) on issues that are important to them.
        3. Use your “fan campaign” to invoke fans to opt-in into specific areas of interest connected to your brand. Marketers can setup category or couponing SMS alert programs where signups can be done direct from the brand’s page. This allows the marketer to send targeted content to the consumer, draw them out of the social media channel and in-store. Promotions work extremely well in this context.
        4. Leverage your traditional media to capture audience data and drive them to your campaigns. Suppose the objective of a campaign is to generate leads and build up a customer database. A marketer can integrate QR codes across their print and TV media that will drive a consumer directly to a Facebook page. From there, the “fan campaign” can be leverage to capture customer data by asking them to sign up (give information) to participate in a contest. From there, they can also sign up for specific SMS alerts on things they care about vis-a-vis your brand.
  • most marketers have less than 20% of their marketing budget set aside for outreach on social sites—including advertising and maintaining a social media presence.
    Read more at http://www.public.site1.mirror2.phi.emarketer.com/Article.aspx?R=1009201#QBAC34ttOY5lAdzc.99

    Tags: v2, emarketer, 2012, spending, budgets, smm, chp2

    • Advertising Age and Citigroup spoke to US marketers in June 2012 and found that half of them (49.5%) said their company spent between 1% and 10% of their marketing budget on social media. An additional 19.0% spent between 11% and 20% and nearly one-tenth (9.7%) set aside nothing out of their marketing budget for social.
    • While these percentages may seem small, marketers reported that budgets were increasing. AdAge and Citigroup found that 72.9% of respondents said they expected their overall social media budget to increase over the next year. This is in line with data from Useful Social Media, which, in April 2012, found that 54% of US companies planned to increase their social media budgets by up to 25% in 2012.
    • AdAge and Citigroup found that 61.3% of marketers said they were somewhat satisfied with the data and analytic tracking they received from Facebook, while 10.1% were very satisfied. Over a quarter of respondents were somewhat or very dissatisfied with Facebook data and tracking.
    • marketers are also figuring out how to best measure the success and ROI of this tactic. AdAge and Citigroup focused on how marketers measure the effectiveness of Facebook ads and found that 27.2% of respondents placed the most importance on clickthroughs, while 15.8% preferred assigning a value to Facebook “likes,” and 10.7% were using a GRP-like metric. An additional 12.9% said they were not really sure how to measure the effectiveness of Facebook ads at all.
  • Points from TNS Digital Life

    Tags: v2, smm, brands, engagement, engage, data, TNS, Digital Life

    • The TNS Digital Life study of 2010 offered a comprehensive view across 46 markets and helped companies prepare for what was ahead. Last week TNS released their 2011 Digital Life results. The report reflects the Digital Life of 72,000 people across 60 countries and the findings are extraordinary.
    • Every social act comes with the anticipation that it will offer relevance to someone.
      • TNS discovered that 57% of people in mature markets are simply not interested in engaging with brands via social media. Folks in the UK [61%] and in the US [60%] are particularly disenchanted with brands via social media. This may not be surprising, but at the same time, people are increasingly creating “original” content and are anxious to talk about brands with anyone located within reach of their social voice.

        • 57% of people in developed markets do not want to engage with brands via social media
        • 47% of global digital consumers now comment about brands online
    • How? People are creating original content, at the same time brand messages must be unique. Celebrating what people are naturally doing, or co-creating even branded-content, supports emotional ties. Within the dynamics of this approach, people are positioned as the vital element. If conditions are right, people will reward brands with a mention on their Facebook page, Twitter feed or their most important circle!

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

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