Tag Archives: Social media marketing

Influencing Influentials: Understanding Today’s Influential Consumers and How to Put Them to Work for You

By: Gina Joseph, Communications
Manager, inContext Solutions
It would be hard to find anyone who hasn’t used, much less
heard of, Groupon. The company has become a household name, and not simply
because of its vast daily deals. As Eric Rasmussen, VP of market research at
Groupon, put it: ‘It’s the first website people go to when they are looking for
an experience.’
That experience factor, paired with its huge fan base of influential,
makes it the perfect case study for the impact of word of mouth and the
marketplace.
In their OmniShopper 2015 Conference track session,
Rasmussen and GfK VP of Consumer Trends Jon Berry, shared their insights into
the role of influence when it comes to purchase decisions. With big data
research from GfK, Groupon started to understand the dynamics of what
influenced these influential advocates.
In the digital age,
influence is more important than ever

We live in a word-of-mouth world. Twenty-six percent of
purchases are induced by social media, and influencers have twice the social
media reach. What’s more, these influential aren’t purchasing and advocating
simply because of the deals they are getting; the deal was simply the motivator.
The experience was what these advocates were seeking out and sharing with their
networks. The key, Rasmussen said, was to make sure your company is offering
the kind of experience that advocates will want to try and share with others.
Influence is
increasingly happening at the point of experience (PoE)

Sharing happens in the moment. And influence is getting even
quicker. In fact, 81 percent of influential are sharing via social media, a much
higher rate than non-influential. What’s more, it’s now mobile, with influential
using smartphones or tablets while shopping and advocating.
What’s your
discoverable moment?
Finally, it’s important for companies and brands to find
their own ‘discoverable moment.’ How can you create an experience that will
make advocates want to share, and then position it in a way that makes it easy
for them to do so? ‘It’s not the technology that makes people influencers,’
Rasmussen said. ‘It’s in their DNA.’ Find those people and give them a reason
to act.  

Statisfy Has the New Social Media Intelligence Tool with All the Answers

Statisfy, a Boston tech startup consumer
insight gathering platform and customer engagement tool, unveiled today at the InsighTech
Conference in San Francisco that its Social Intelligence Tool product has over
1,750 online publishers using their tool in less than 30 days of its release.
Founded in 2014 by co-founders Dean Wiltse and Dave Casion, Statisfy is
changing the way brands and businesses understand and engage with their
constituents and followers. Using Statisfy, brands can easily gather
deep insight by asking engaging image based questions to their social media
followers, their website visitors, and more.
‘Our goal with Statisfy was to create a truly engaging platform where businesses
and brands could take full advantage of social media as a rich and untapped
site of market intelligence gathering. Right now, we’re the only option
for those looking to accurately and quickly gather rich customer insight,
increase social media engagement, and learn from their followers and
constituencies across social, web, and mobile platforms,’ said Wiltse, CEO and
co-founder of Statisfy.
Statisfy’s team believes that asking questions is a
fundamental part of the human condition. Every individual has questions waiting
to be asked, but Statisfy believes that existing social spaces do not encourage
this. Its team embarked on an endeavor to put a product in people’s hands which
enables them to actively engage with one another and facilitate greater
understanding of humankind via technology.
Additionally,
Statisfy allows content creators and publishers to make the most of their
content by creating and embedding image-based polls which then engage audiences
in an innovative way. To date, Statisfy has image based polls on over 1,765
online publishers. Although
businesses have reacted to changes in consumer behavior by creating presences
on social media, those platforms have remained push platforms, rather than
pull. With Statisfy, brands can ask targeted, image-based questions to their
social media followers, website visitors, and consumers which has the ability
to collect answers from thousands of people. Those results are then
automatically generated into easy-to-read and share statistics.

Casion President, CTO and co-founder of Statisfy, said, ‘We
make it easy and accurate for businesses to draw conclusions about their social
media followers and website visitors. These insights can be used to inform
product development, marketing campaigns, and business decisions. We’re also
giving people a way to anonymously compare themselves and their opinions to
those of others, which they can then share out via social media.’ 

This Week In Market Research: 4/20/15 – 4/24/15

Getting The Most Out of Big Data: Without proper governance, companies are likely to lose out

From Big Data To Big Bets: Food science and examining the data

10 Hottest Digital Marketing Stats Of The Week

Raising Your Content Marketing: 4 Keys to improve your game

How To Make Your Marketing Meme-tastic: Engaging with your consumers

Applying Marketing Tactics To Fraud Detection: Stopping fraud and the fees that come with it for retailers

Bankrupt Aereo Will Have To Pay $950,000 To Broadcasters From Supreme Court Decision

5 Ways To Use Data To Inform Social Media Marketing Strategy

How Intent Data Leads To More Personalized Marketing: Ensuring viewers will respond with delight

Learning From Marvel: Three things marketers can learn

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

This Week In Market Research: 3/30/15 – 4/3/15

5 Cognitive Biases To Avoid In Your Market Research

Growth Hacking Social: Tips that will help you growth hack in 2015

Marketing Your Small Business For Under $100: 6 Tips to doing just that

Big Data Is Crude Oil: Refining it to come out with rich data 

Study: Younger smartphone users more likely to access social media

Big Data Is Amazing, What About This? Combined data is a new route to explore in data

Using Brand Storytelling To Stand Out: Creating buzz around your brand

7 Keys To Building A Billion Dollar Global Brand

What Is The Missing Ingredient In Social Entrepreneurship: Marketing

Influencer Marketing Is On The Rise: Seeing greater campaign success while spending less money

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

 

Keep Up with Disruption or Risk Being Left Behind

Disruption within business is ruthless in its endless
pursuit of new innovation; it continues to
change the way in which consumers are evolving in terms of how they communicate
and connect with businesses and each other. Companies are continuously faced with
a dilemma: should they continue with what they are already doing, try and react
and adapt to the changes, or try to get ahead of the oncoming disruptions.
In my personal opinion, no company should try and stick with
their original game plan. Technology is moving so fast and affecting society in
such a way that no matter how successful a plan was before, it will no longer
be relevant to the change in consumer behavior. Keeping up with consumer
interests and behavior is now a must for companies in this Darwinistic keep up
or fall behind era.
A company that has capitalized on the current interest in
consumer insights is Quester who spoke to us at TMRE 2014. They spotted
that the internet would change consumer behaviors and being able to provide
clients with the changes in these behaviors would give them a competitive edge.
The company has created a way of utilizing artificial intelligence in order to
interview consumers. The outcomes would be analyzed and used to explain
abstract data and give more in depth market research.
The interviews are kept as simple as possible and are sent
out to a huge selection of consumers. The answers are analyzed for trends and
subtle nuances that can give insights into deeper behavioral traits of the
participants. What customers say and how they say it is vitally important in
getting ahead in terms of understanding the market and consumer insights. In a
social media driven age where 75% of the world’s population are using social
media, consumers are taking to these platforms to express their opinions. These
opinions often can be influential for other consumers when making future
purchases.
Real time technologies in an age where people are more
interconnected means that tracking up to date trends will be the key to
consumer insights. Facebook recently announced its plan to make its messenger
service a platform to let consumers interact in a more seamless way with
businesses, thus creating real time interaction and a more personalized
experience for customers.
Customers today expect far more from businesses than a
decade ago. The companies that understand the expectations and behavior of
their target groups will be able to engage with them in a more personalized
fashion. By getting ahead of disruptions and keeping up to date with the
different platforms and influences of consumers will ultimately keep customer
loyalty and interest. The rewards for businesses that can evolve and adapt to
the constant barrage of disruptive technology will ultimately overshadow their
competitors who may fall into the graveyard of those who have stuck by
traditional approaches.

Check out the full
TMRE 2014 interview with Quester here:


Want more on
disruptive new technologies and methodologies that are collecting deeper
insights? Attend InsighTech taking place this May in San Francisco. Learn more
about the event here: http://bit.ly/1bQLzIT

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com

Earn a FREE Pass to The Media Insights & Engagement Conference – Become a Guest Blogger

Earn a complimentary all-access pass to The Media Insights & Engagement Conference 2015by serving as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the event’s comprehensive agenda attracting the best in insights from around the world, right in San Diego, California in February.
You’ll get a free pass to the annual Media Insights & Engagement Conference plus exclusive access to a networking community and on-demand webinars, to help you grow and learn throughout the year.
Guest Blogger responsibilities will include submitting one post per week to the Digital Impact blog between now and the conference and attending specifically assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the event, you’ll receive an all-access pass for the entire event, taking place February 3-5, 2015 at the Westin San Diego. In addition, Guest Bloggers are responsible for their own travel and lodging. Learn more about the event by visiting our website:  http://bit.ly/1s6bjb0
Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to Amanda Ciccatelli at aciccatelli@iirusa.com. We will review your submission and contact the chosen Guest Bloggers directly with more details.
All readers of our blog receive an exclusive 15% discount off the standard registration rate with code MEDIA15BL Register here:  http://bit.ly/1s6bjb0
We hope to have you join us in San Diego!
Cheers,
The Media Insights & Engagement Team
#MediaInsights15
@_MediaFusion
Digitalimpactblog.iirusa.com

Crowdsourcing and Social Media Marketing: Is there more than selfie or hashtag creativity?

Evolving is the bettering or worsening of a sturdy phenomenon. Change is
a more radical spin on the very same. But when it comes to social media
habits, it is tricky to discern what is evolutionary and what is truly
changing. Of 6 social media habits discussed previous on my blog, crowdsourcing comes up as relevant for marketing research. And why no, it is essentially based on the same principles of asking, listening, gathering. However, is there more to social media marketing than the surge of selfie and hashtag creativity? 

Crowdsourcing

Now that brands are all over Instagram and HBO is on Snapchat,
consumers can expect to engage more with their brands on social than
ever before. Tag them for coupons, like them for access, Instagram them
for prizes or sneak previews, and eventually, engage with them like
friends so as to passively provide them with growth strategies that come
directly from the consumer’s mouth. Take the affair of social media with fashion week as a case in point. Truly, crowdsourcing at its best.

Selfie Creativity

The coining of Selfie Olympics on Twitter
has shown that the selfie phenomenon will not langusih, especially
since the iPhone 5S has an exemplary front facing camera, which, let’s
get real, was not only for facetime or videochat. With cold selfies trending during the Polar Vortex,
and people risking frostbite for the perfect selfie, the creativity
will continue to rise’ through reflections, acrobatic bathroom antics,
and even a foray into the lives of those otherwise respected.

Hashtag Creativity

Events and conferences marvel at the connectivity and knowledge
sharing prowess of hashtags and networking. But besides events, tv
shows, and organizational hashtags, these have shown to be useful in
drawing people together for absurd phenomenons too. Examples include a
user created trend called #Walmartfights to share nationwide happenings on the anxious Black Friday. The most tragic of interpretations was developing nations’ kids reading out quotes tagged with the ironic phrase #firstworldproblems, probably the most tear jerking iconic display of hashtag displacement.





On the quest for content, brands and marketers will need to try and swim through the modern equivalent of fan mail (which is useful, gratifying and priceless, nonetheless!) to gather relevant insight.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf

- See more at: http://themarketresearcheventblog.iirusa.com/#sthash.uwXVqr8E.dpuf

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf

- See more at: http://themarketresearcheventblog.iirusa.com/#sthash.uwXVqr8E.dpuf

What’s the bigger social media threat: verification or platform overload?

Evolving is the bettering or worsening of a sturdy phenomenon. Change is
a more radical spin on the very same. But when it comes to social media
habits, it is tricky to discern what is evolutionary and what is truly
changing. Two elements that pose a risk to using social media for marketing are verification, and a simple overwhelm, particularly of visual platforms. Two trends highlighted further in Social Media Habits of 2014.

Ever had a tweet favorite or retweeted almost simultaneously after
posting? Or are you guilty of scrolling and liking or disliking? While
it may be the signs of an obsessive compulsive behavior, it becomes even
more risky in the world of big data. When emergencies happen, or
misquotes are leaked, or media puts forth information that is not
verified, the habit can become a risky one. Things like events in Boston give rise to the speed vs accuracy paradox, as do weather related calamities
like the Polar Vortex or Sandy. The key is to always ensure to verify
before sharing, before misinformation leads to virality. But is this
even possible in a me-first world?
social media @sssourabh

Similarly, ever noticed how Facebook, Instagram, Pinterest, Tumblr or Snapchat
are all driven by a vicarious sharing of images (and off late, videos)?
Sometimes even the same ones’ with some apps making it easy to cross
share. Besides a sense of overwhelm, there is also a notion of d??j?? vu.
Social media is meant to be current, but is getting muddled with the
user equivalent of recycling and content marketing. And some of these
platforms are aping one another, like direct messaging on Instagram as a war to snapchat.
Video was born to Vine, and is now popular with Instagram and
Flipagram, alike. One of these photo platforms will surely tumble under
the mounting pressure to distinguish and differentiate. Is another
MySpace coming our way? Until then, anticipate more scrolling and
observing, until there is simply less time spent on certain platforms
before the final crash.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.

How to Create a Great Social Media Customer Experience

These days, when it comes to social media, it is absolutely critical that you create the right customer experience for both existing customers and potential customers. 
In fact, 77 percent of B2C companies and 43 percent of B2B companies used Facebook to acquire new customers in 2012. So, it is key that your social media strategies engage and retain your existing customers, while at the same time attract fans, converting them into new customers.
Luckily, sites like Facebook and Twitter spend a lot of time getting the aesthetics of their pages just right ‘ providing companies with tools they need to set up communities attractive to the right audience. Still, you must perfect your company’s own strategy in order be successful. Here are some tips, according to Social Media Today that will help  you create a great social media customer experience (CX):
Know your Audience

If you want to create a great CX on social media you need to know your audience inside and out. You need to post unique and specialized content that will interest and attract the right people ‘ those who can be converted into customers. Also, encourage your existing customers to follow you on social media sites by putting follow widgets on your website and putting your social media handles in sales and marketing collateral.

You can use other social media sites to connect with your customers as well or, even better, provide a place where they can connect with each other. Create a Page/Group/Community so that you fans can discuss your company: a place where you can get involved yourself, engaging your fans with interesting content and questions.

Perfect your Pages

Make sure you post compelling, diverse, quality content on your pages. Don’t post too regularly, but still frequently enough. Work out what your fans and followers like and work out a posting strategy which takes advantage of this. In addition, be sure that you promote your products enough, but too much as fans don’t like being inundated with advertising, they want to see content that is of use to them.

Next, make sure your profile images and descriptions are eye-catching, interesting and, grammatically correct. Check all the spelling in your posts and tweets and only post images that fit within each social media sites’ image parameters. The content on your pages needs to be both professional and attention grabbing.

And, respond to all the comments on your pages and re-tweets your messages get on Twitter. Be active and polite: you customers will appreciate it if you acknowledge them quickly and consistently. Analyze the sentiment of comments about your company online: if someone is negative about your brand you need to act quickly so that your reputation isn’t damaged.

Reward your Fans

Reward your fans and followers with exclusive content. Post information about new products and behind the scenes footage where only your fans can see it. Send out a new product to you Twitter followers before you send it anywhere else, or invite them to your headquarters to try it out for themselves.

When it comes to the social CX, it is key to find customers who are willing to be your social media brand advocates and provide them with a platform to promote your products. Reward these influential people with discounts and products or, if they’re very good at what they do, a marketing job. 

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc. 

AAA, Bank of America, eBay, Kraft & more Share Social Media Strategies for Success

This year, there’s only one place where you can find the tools and strategies you need to drive business through social media ‘ The 2011 Social Media & Community 2.0 Strategies Conference. From social media newbies to seasoned veterans, this is the one conference that covers it all.

Highlights of Social Media & Community 2.0 2011:

‘ Social Media 101
oRefresh your social media skills and perfect your social engagement. Strengthen the social media strategy for your company. Speaking companies include: AAA, Microsoft Advertising, MTV, Social Media Club and more.

‘ NEW! Social Gaming
o Explore a new realm of social behavior and dig deeper into the virtual world of gaming. Speaking companies include: Ayeah Games, Epic Games, Meblur Inc., SEGA of America and more.

‘ Strategy / Socialize Your Brand
o Help define your realm of expertise and ensure that content is produced in-line with the goal of your brand. Make social media a core part of your business. Speaking companies include: CareerBuilder, eBay, Kraft, Unilever and more.

‘ Operations / Adopt the Practice
o From execution to creating extraordinary platforms – efficiently operationalize social media & community across businesses. Speaking companies include: Bank of America, General Motors, TripAdvisor, Yahoo! and more.

‘ Results / Measure Success
o Connect and integrate the profitability portion into your program. Measure the things that matter to your company. Speaking companies include: ABC Disney, American Family Insurance, The Huffington Post, NBC Universal, and more.

Download the brochure for the full agenda and session descriptions.