Fun Facts To Know And Tell About Social Media In 2011
By Kip Knight & Dave Evans
- Social media and mobile devices are rapidly becoming a common way people engage with each other and brands; brand marketers need to be proactive about leveraging this accelerating trend
o There are now over 500M Facebook users (with more than 200 million active users currently accessing Facebook through their mobile devices)
o There are over 90 million tweets per day on Twitter with millions of comments, complaints and recommendation about brands
o Every weekday, there are about 7.5 million people tuning into Oprah vs. 43 million people play a Zynga game
o P&G recently shifted the bulk of its daytime advertising from soaps to social media marketing campaigns
o Online advertising is predicted to set a new record in 2011, growing 14 percent to 51.9 billion, up from 45.6 billion in 2010
- Social media is now much more than just marketing…it’s about the whole business (i.e. customer support, product development, etc)
o Leading companies who have bet big on social media (such as Dell, Ford and Starbucks) are now integrating social media into all facets of business (including crisis management)
o A recent global survey indicated only 29 percent of companies even have a social media policy – this is a very dangerous position for a company to be in given the damage one untrained employee can now do to a company (even with the best of intentions)
- Social media is turning into a major “listening platform” for brands
o Technology is enabling us to convert millions of online comments into an on-going tool to measure consumer sentiment (and dig into the “why” and source of this sentiment) in close to real time
o This will NOT replace the importance of in-depth consumer understanding (such as in-home visits) but helps enhance understanding of what’s happening in the marketplace
- Companies should have a global game plan and strategy to stay ahead of the curve in the rapidly evolving social media space
o A company needs to be integrated into overall business strategy (not just marketing); they also need to utilize social media as a primary way of listening and responding to their target consumers(as well as monitoring what’s happening with competition and category) as a core competency
o Companies need to make a time and budget commitment to developing a strategic framework, in-depth training and robust online tools to ensure their teams are prepared for managing their brands (both offensive and defensive) using various social media platforms
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