National Brands Expect Big Returns on Local Ad Investment


As location-based social networks, hyperlocal communities and local search continue to garner consumer interest and use, national brands are seeing the inevitability of extending their presence in the local space.

Findings released in May from local marketing automation provider Balihoo showed the vast majority of national brands (88%) in North America were investing some emineo-media-logos-myriadportion of their budget in local marketing.Brands were polarized in their levels of investment: 29% allocated between 1-5% of their overall marketing budget to local initiatives, but a good portion (21%) invested a quarter or more of their total budget on local.

“Brands recognize that so much of the purchasing is still done at the local level, yet they aren’t focused on the local,” said Pete Gombert, CEO of Balihoo in a May 2012 interview with eMarketer. “We’ve seen a heavy emphasis on setting up the infrastructure to capture demand and measure demand at the local level [in order] to bring that sophistication up to the national level.”

However, measuring brand impact locally remains a challenge: 25% of advertisers in North America reported an inability to track ROI at the local level. Though the majority were able to track their local efforts, 58% of national brands nonetheless neglected to calculate the ROI of their local programs, a decision that may hamper their ability to further justify and grow local investment.

Though brands might allocate less to local advertising—and many may not bother tracking—they still expect those dollars to do more: 37% expected their local ROI to be higher than their national, and 44% expected similar ROI from both. Only 19% expected their national marketing to produce greater ROI than their local marketing. Of their national efforts, most (63%) expected their return to range anywhere from 1.5 to 3 times their initial investment.

As brands focus more intently on maintaining a local presence—and move closer toward integrating those local efforts with their national programs—the ability to accurately create a true picture of overall marketing ROI becomes more of a priority.

Source eMarketer


IBM Study: If You Don’t Have a Social CEO, You’re Going to be Less Competitive

This post should really be labeled a story of how Hollywood personalities have increased their social value by gaming on airlines and ranting on Youtube and NOW, after how many years, Wall Street CEOs are on board with social media. All CEOs should (now) be spearheading social media given Facebook’s $100 Billion IPO this week, solidifying that social does indeed generate both customer loyalty and revenues!

The list of the world’s CEOs regularly includes celebrities, billionaires, big egos, risk takers, and failures. What it does not include are social media experts; but that’s about to change. When IBM (NYSE: IBM) conducted its study of 1709 CEOs around the world, they found only 16% of them participating in social media. But their analysis shows that the percentage will likely grow to 57% within 5 years.

Why? because CEOs are beginning to recognize that using email and the phone to get the message out isn’t sufficient anymore.

The big takeaway: That using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile.

“As CEOs ratchet up the level of openness within their organizations, they are developing collaborative environments where employees are encouraged to speak up, exercise personal initiative, connect with fellow collaborators, and innovate,” the IBM study concluded.

Simply put, CEOs and their executives set the cultural tone for an organization. Through participation, they implicitly promote the use of social technologies. That will make their organizations more competitive and better able to adapt to sudden market changes.

Click here to read other key findings…


Donna Summer Dominates Social Networks After Death

Donna Summer died on the morning of May 17 and many people reacted by taking to the Internet and online music services.

Radio Remembers Donna Summer: Songs Get Huge Airplay After News of Singer’s Death

According to data provided by Next Big Sound, fans flocked to her Wikipedia page. Normally receiving close to 2,000 hits a day, her page garnered a whopping 1,480,461 page views on May 17. Further, an increase of 419,476 plays on VEVO was a 48% increase from the norm. 23,834 people — 19% more than on any other given day — took to Facebook and became fans of Donna Summer’s official page.

Online listening sites also responded by creating tributes featuring the Queen of Disco’s greatest hits.

Donna Summer – In Memoriam: There Will Always Be a You

Slacker Radio launched a station in honor of Summer and her legacy that can be found in the Slacker Spotlight station category anywhere Slacker is available. The curators at have also put together their own tribute that people can listen to and share on Spotify.

As reported by social sharing analysis company Monstro, Donna Summer’s music represented 4.53% of all shares yesterday on Twitter. Heavy sharing activity came from the following platforms, led by Rhapsody. 91.67% of all shares by Rhapsody listeners were Summer songs.

Donna Summer’s Enduring Billboard Chart Successes

Percentage of All Music Shared (May 17)

Rhapsody – 91.7%
Rdio – 33.7%
ThisIsMyJam – 27.6%
Spotify – 23.6%
SoundTracking – 11.7%

In prior weeks, Summer averaged about one share every four hours across all monitored services, while yesterday (May 17) there were an average of 139 shares per hour, with the peak at 637 per hour at noon EST.

Tributes For Donna Summer: Questlove, Nile Rodgers, Sheila E., George Clinton, More React

According to Spotify, Donna Summer saw a 3,000% increase in streaming activity on the on-demand platform. Her top song on Spotify was “On the Radio” which received 56,001 plays yesterday, according to Nielsen BDS. Other top hits included “She Works Hard For The Money” and “Bad Girls.”

Most Played Summer Songs on Spotify (May 17)

“On The Radio” – 56,001
“She Works Hard For The Money” – 31,932
“Bad Girls” – 29,802
“Last Dance” (Single Version) – 25,386
“Dim All the Lights” – 25,343

Lastly, the top five songs that were shared, according to Monstro music, differed slightly from those that fans listened to on Spotify.

Most Shared Summer Songs (May 17)

“I Feel Love” – 522 shares
“Hot Stuff” – 434 shares
“Last Dance” – 268 shares
“Love to Love You Baby” – 183 shares
“MacArthur Park” – 127 shares


Source Billboard