Facebook: Marketers say Social is Critical to Brands

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Facebook has released two blueprints for helping businesses become more social. The company also commissioned a study that says firms want to be more social, but are having trouble executing.

Emineo Media facebook_marketersLate last year, Facebook sponsored a study by Forrester Consulting. The results showed that while marketers believe social media is important, not as many are implementing it. As such, the social networking giant has launched a series of white papers it’s calling “Social Business Blueprints” to share best practices. You can download the two documents directly: “Building Brands For The Connected World” (17-page PDF and “Organize For Success
In The Connected World” (16-page PDF).

As for the study, 76 percent of marketing professionals surveyed agreed that social media is important for brand building and 72 percent agreed that it is important for customer loyalty. Furthermore, 59 percent believed that companies that don’t fully embrace social media will not survive in the future. While 71 percent of marketing leaders surveyed believe companies can gain a competitive advantage through social media, only 33 percent currently have a long-term strategy for becoming a social business. The study was conducted via an online survey of 101 VP- and C-level marketing professionals and by interviewing 12 CEOs, CMOs, and VPs of marketing.

Facebook also outlined these fundamental concepts to help define social:

  • Social influence: Building a strategy that enables your fans to influence their friends. In a world of exponentially increasing information, people turn to their friends for advice on how to spend their time, energy, and money.
  • Social media: Using social networking as a channel to distribute brand messages and motivate people to engage with and share them.
  • Social marketing: Incorporating social media and technology into the heart of planning your marketing strategy and delivering the brand experience.
  • Social business: A company that uses social media and social technology to improve core businesses processes like product development, market research, customer service, retail and merchandising.

“Evolving a business for the connected world can be challenging,” a Facebook spokesperson said in a statement. “Many marketers have told us that they know social is important, but they don’t know how it affects the way they run their business and build brands. To help businesses start building their long-term social strategy, the brand blueprint walks through six steps to build a connected brand and the organization blueprint highlights examples for how social can impact every customer-facing part of your organization and the leadership it will require to execute across your organization.”

Source ZDNet


Why Brands Need To Embrace Online Culture?

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It’s all well and good signing your brand up for Twitter or emblazoning your logo on a Facebook Page, but if you’re not actively engaging with your customers, listening to their complaints and delivering first class support, not only are you wasting your time, but you might actually be hurting the reputation of your business.

Yep. The key word in social media is and always has been social. Can you afford not to communicate with your customers?

With two billion people now online, being active – and proactive – on platforms like Twitter and Facebook has never been more important. However, it’s not enough to simply show up – you have to put in the miles. And with a recent study showing that some 71 percent of complaints on Twitter are ignored by brands, it’s very clear that we still have a lot to learn.

emineomedia embrace-online-cultureSource Mediabistro


Marketers Targeting College Kids Should Stick with Search

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Students search online for everything—even when they know other sources might be more trustworthyEmineo media College Kids

These days, college students who need an apartment head straight to Google or another search engine. Even sites such as apartments.com or apartmentguide.com are becoming an afterthought to this demographic.

According to a survey conducted between December 2011, and February 15, 2012, by residential and student marketing agency Catalyst, 53% of college students surveyed ranked search engines as the most important source in helping them find a place to live. They pointed to friends’ and parents’ recommendations as second- and third-most important, at 37% and 27%, respectively. Google was not just students’ top resource for apartments; 98% listed Google Search as the place they seek any information online.

Indeed, another recent study showed that when doing research for coursework, college students first went to Google or another search engine. An ebrary study indicated that in 2011, 85% of college attendees worldwide turned to Google to gather information for class assignments, up from 81% who did so in 2008. A somewhat smaller percentage of college students (79%) used print books for this purpose.

It’s no wonder that college students are heavy users of search engines. eMarketer estimates that nearly 83% of all US internet users will use a search engine at least once a month during 2012, and a Pew Internet & American Life Project study found in May 2011 that younger and better-educated US internet users used search engines the most.

While the popularity of Google is undisputed, one surprising element of the ebrary report is that, in 2011, students worldwide chose Google as a resource over printed books, even though they said that they viewed print as more trustworthy than any electronic resource. This was also the case in 2008.

“Students know that electronic information is transient and easy to produce compared to the product and processes of print publication,” the ebrary report said. “The barriers to print publication afford an intuitive impression of higher integrity.”

For search marketers, however, this means they can count on college students turning to Google and similar sites for the widest range of purposes, from lifestyle decisions to academic research.

Source eMarketer