Wednesday, March 31, 2010

Social Media Market Research Stats of 2009

Webbiquity recently posted some key numbers that communicated how individuals are using the web. Here are just a few of the interesting stats:

Searchers Using Longer Queries in 2009 by Small Business Search Marketing
Matt McGee:

Single-word search queries declined from 24.5% of all searches in 2007 to 20.4% in 2009, while 4-word searches increased from 13.3% to 14.9% of all searches.

Top 10 Social Media Industry Segments by Sociable Blog
Kevin Stirtz
Which segments generate the most social media buzz? Web applications, media, software and autos are among the most-discussed industry segments in social media.



5 Must-Read Social Media Marketing Studies by Social Media Examiner
Amy Porterfield
*****5 Stars
26 million (1 in 7) U.S. adults use Twitter monthly. Americans spend 17% of their online time on social media sites. And 51% of business users say the most useful social media tool for reaching their audience is…blogs.


Read all of the social media facts here.

Top 7 Most Influential Female Voices Online

Site Sketch 101 recently posted a list of the top 7 influential female voices online. These women below all have an expertise and have used the power of social media to reach thousands of followers. Take a quick look, do any other women come to mind?

1. Arianna Huffington, co-founder and editor-in-chief of The Huffington Post
2. Ree Drummond, The Pioneer Woman
3. Sonia Simone, CopyBlogger and Third Tribe
4. Lorelle VanFossen, public speaker, trainer, writer, and consultant on web writing, web design, and blogging
5. Kara Swisher, co-producer and co-host of D: All Things Digital
6. Michelle Melkin, blogger, a syndicated columnist and a published author
7. Amber Naslund, marketing practitioner, and the Director of Community for Radian6 social media monitoring.

Tuesday, March 30, 2010

Innovations in Market Research with Dr. Howard Moskowitz and Steven Onufrey

You may not recognize the name but Dr. Howard Moskowitz has changed the way you eat. Back in the 1970s when Diet Pepsi asked him to create the perfect sweetness for the soft drink, thereby making the perfect Diet Pepsi Moskowitz went to work - but he found out that there was not a perfect Diet Pepsi but perfect Diet Pepsis. People wanted variety - some liked their soda very sweet, some liked it just a little less. Thanks to his research, we've now have a variety of soda concontions to suit every taste bud. But Moskowitz didn't stop there, he went after spaghetti sauce.

Malcolm Gladwell describes it best: "...in 1986, he (Moskowitz) got a call from the Campbell's Soup Company. They were in the spaghetti-sauce business, going up against Ragú with their Prego brand. Prego was a little thicker than Ragú, with diced tomatoes as opposed to Ragú's purée, and, Campbell's thought, had better pasta adherence. But, for all that, Prego was in a slump, and Campbell's was desperate for new ideas. Standard practice in the food industry would have been to convene a focus group and ask spaghetti eaters what they wanted. But Moskowitz does not believe that consumers—even spaghetti lovers—know what they desire if what they desire does not yet exist. ... When Moskowitz charted the results, he saw that everyone had a slightly different definition of what a perfect spaghetti sauce tasted like. If you sifted carefully through the data, though, you could find patterns, and Moskowitz learned that most people's preferences fell into one of three broad groups: plain, spicy, and extra-chunky, and of those three the last was the most important. Why? Because at the time there was no extra-chunky spaghetti sauce in the supermarket. Over the next decade, that new category proved to be worth hundreds of millions of dollars to Prego."

We have a fantastic opportunity for you to join Dr. Moskowitz and Steven Onufrey in a complimentary webinar ""Applied Market Research - The Next Generation: Addressable Minds" on April 6th from 2-3PM EST. This is your chance to learn about market research from the best of the best. Use priority code M2246W2BLOG to secure your seat today.

Monday, March 29, 2010

Social networking and business objectives

Dion Hinchcliffe recently looked at the how online communities are revolutionizing many businesses. Millions of individuals have joined online communities with in the past few years. Hinchcliffe looks at the difference between the growing contrast between business communities and consumer communities. While many business communities have not faired as well as consumer communities, some businesses have found the perfect way to strike the balance.

He recognizes a running theme in all of the communities that work:
[Successful communities are] Attracting like-minded people highly interested and engaged in what they do.

Read the full article here.

Friday, March 26, 2010

Social Media & Community 2.0 Strategies Highlight: Michael Donnelly, Coca-Cola


Michael Donnelly, Group Director,
Worldwide Interactive Marketing,
THE COCA-COLA COMPANY
Follow Michael: @michaeldonnelly

As Group Director, Worldwide Interactive Marketing for The Coca-Cola Company, Michael is responsible for increasing the understanding, testing, adoption and effective use of Digital Marketing and Emerging Media amongst Coca-Cola's marketers throughout the world. Working in the interactive marketing arena since 1998, Michael recently focused on creating effective programs in Social Media Mkt, Consumer Generated Media, Virtual Worlds and on expanding the company effective use of Search Engine Marketing. Programs under Michael's supervision have recently won “Best in Show” at OMMA, Silver and Bronze awards at MIXX, a Creative Media Award from Media Magazine, 2 achievement awards from the Society for New Communications Research and an Emmy nomination for "Outstanding Achievement in Advanced Media Technology for Best Use of Commercial Advertising on Stand Alone Broadband Devices“.

Michael was with Johnson & Johnson for 9 years prior to joining The Coca-Cola Company. There, as part of their Global Marketing Group, he led their Interactive Marketing Center of Excellence and focused on developing an incoming pipeline of emerging media opportunities and on creating a community for marketers to test, learn and share experiences. Before J&J, he spent five years each with Beiersdorf Inc. and SmithKline Beecham in consumer product sales management positions focused on accounts such as Wal-Mart, Walgreens, CVS, AHOLD, COSCO and many others. Michael received his BA from The College of New Jersey and my MBA in the Management of Technology from New Jersey Institute of Technology.

Michael's biography courtesy of iMedia Connection.

Join Michael and a great line-up of others (download the brochure for details) at "How Can I Find the Sweet Spot where Traditional Media Meets Social Media? A Panel Conversation with Media Directors taking Traditional Media Social" on Wednesday, April 5 at The Social Media & Community 2.0 Conference in Boston. For more event details, please visit the website.

A look back at TMRE 2009: Get Stimulated: Innovating Through Challenging Times

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Get Stimulated: Innovating Through Challenging Times
Andrew Pek, Author, Stimulated!

Andrew Pek presented in the "Proof" track at last week's 2009 TMRE, and looked at how people could become more creative in the work that they did. He focused on three ways to get stimulated, focusing on The Vibe, The Value and The Verb. We've got to work on better exploiting the brain in order to be more creative and innovative at work. Creativity is essentially a survival skill.

When audience members were asked about their best moments of creativity took place, they responded in the shower, while sleeping, driving, or even at conferences.
The Vibe, one of the core parts becoming creative, is all about managing your energy. Innovation is a vibe, and relies on tuning and turning your thoughts and feelings into a creative energy. Being aware of your thoughts and feelings is key to having a good vibe.

The Verb is to act, pair ideas with your actions. Pursuing ideas is the key to successful innovation. A great way to do this is to pair random words together. What do you need to come up with a creative idea for? One audience member suggested a new flavor of beer. Te audience then came together to think of different flavors of potato chips. This can introduce new flavors that one had previously never thought of.

And finally, Pek looked at Value. What impact do your new innovations have on your company and society?



Wednesday, March 24, 2010

Could social networking be used more than the telephone?

A report from the UK webpage Broadband-Finder.com reports that in the UK, social media growing at a fast pace, and sometimes more used than a telephone. Last year, over 72% of all UK citizens signed up for a social network.

So how does usage for UK citizens break down?
51% of users regularly sign into Facebook
20% of users regularly sign into MySpace
17% of users regularly sign into Twitter

Do you think stats are similar around the world? What does this say about our future forms of communications?

Archive Webinar - Profiting from Feedback: Achieving Real Business Results with Enterprise Feedback Management

Here's your chance to view MarketTools webinar if you didn't get a chance to view it live, or if you just need a refresher. The hour long web seminar was presented by the following speakers:

Alan Kneale, Vice President, Technical Support Operations, CareFusion
Robert Freeden, Director, Product Support/Repair, CareFusion
Justin Schuster, Vice President, EFM Solutions, MarketTools

View the archive webinar

Archive Webinar - Profiting from Feedback: Achieving Real Business Results with Enterprise Feedback Management

Here's your chance to view MarketTools webinar if you didn't get a chance to view it live, or if you just need a refresher. The hour long web seminar was presented by the following speakers:

Alan Kneale, Vice President, Technical Support Operations, CareFusion
Robert Freeden, Director, Product Support/Repair, CareFusion
Justin Schuster, Vice President, EFM Solutions, MarketTools

View the archive webinar

Tuesday, March 23, 2010

Should You Advertise on Facebook?

Courtney Rubin of Inc. writes that Facebook may be a better avenue for advertising ROI than Google, according to a recent study. Hitwise reports that Facebook's news readers are more loyal than those of Google News.

As many as 78 percent of users returned to Facebook to access more news stories, compared with 67 percent of Google News users, according to Hitwise

To learn more about the Hitwise article and how you can harness the advertising power of Facebook, check out Rubin's original article.

Should You Advertise on Facebook?

Top Ten Tips from Market Researchers Using Social Media

Are you looking for new ways to gain candid insights and feedback from your customers? Learn how leading cross-industry market researchers have revolutionized their processes using social media as a driver of results.

If you are responsible for Market Research, here's 10 sessions YOU CAN'T MISS at the Social Media & Community 2.0 Strategies Conference:

1. SOLAR WINDS Outsources Product Development to their Community:
Crowd Sourcing Powered
Dawn Lacallade, Community Manager and Strategist, SOLAR WINDS

2. HUMANA INNOVATION CENTER Leverages Social Networks to Help Quitters of the World Unite!
Greg Matthews, Director, Consumer Innovation, HUMANA

3. EBAY Uses Community for Voices of the Customer Product Development Input
Garnor Morantes,
Manager, Community Input,
Online Forums, EBAY

4. P&G, VH1 & BURT'S BEES Make Social Media a Real Part of Market Research & Consumer Insights Programs

Lucas Watson, Global Team Leader,
Digital Business Strategy,
PROCTER & GAMBLE
Michael Desmarais,
Vice President,
Strategic Insights & Research, VH1
Paula Alexander,
Director, Global Knowledge & Insights, BURT'S BEES

5. DELL Leverages Community for Insights and Innovation
Caroline Dietz,
Communities and Conversations, DELL

6. PFIZER Does Large-Scale Social Media Market Research: With Details and Without Bias
Robin Spencer, Senior Research Fellow,
Innovation & The Idea Farm, PFIZER

7. LINKEDIN Brings Online Communities Offline for Product Feedback from Brand Drivers
Matt Warburton,
irector, Enterprise Community, LINKEDIN

8. STARWOOD HOTELS Uses Non-Traditional Insight Driven Community Building
Stephen Gates,
Interactive Creative Director,
STARWOOD HOTELS & RESORTS WORLDWIDE

9. SEARS Formulates Social Media Business Goals BEFORE Engaging to Measure Success and Ensure ROI
Robert Harles,
Director, Social Media & Community, SEARS

10. ALLSTATE Leverages Social Media to Establish Dialogue with Consumers to Co-Develop New Services
Bob Wasserman, Vice President,
E-Business, Director, ALLSTATE INSURANCE COMPANY

Download the conference brochure the full agenda and session descriptions.

Monday, March 22, 2010

Choose Your Own Adventure Comes to Twitter

Fans of R. A. Montgomery, Edward Packard and Louise Munro Foley can now relive their childhood love for Choose Your Own Adventure novels on Twitter. Mashable reports that Jonah Peretti has created a choose your own adventure game using only Twitter.

To join in the fun, click here.

SFWeekly's Maya Baratz writes, At the start of the game, you're "assigned a dangerous mission to save the world!" The ending of your adventure depends on the series of choices you make from there ("accept mission" or "go on vacation," and so on.)

Give it a try and let us know - we'll be playing along, too!

With the widespread success of Farmville, Mafia Wars, etc - will we see more social games pop up?

Thursday, March 18, 2010

Customer service that knows your call

According to IT Business Edge, IBM has taken customer service via phone to another level. Instead of having customers routed to a different customer service representative and explaining their situation each time, they've developed a system where callers are automatically routed to the CSR who can best take their call.

This software can do this by:
....analyzes what a company knows about its customer, the performance history of the customer service representatives, and the previous interactions the customer has had with customer service representatives to determine where to route a call.

How will this change customer service in the future? Will customer service calls be more effectively answered?

Social Media Pays: People More Likely to Buy from Brands they Follow

Andy Beal over at The Customer Collective posted on a recent report released by Chadwick Martin Bailey and iModerate Research Technologies which showcases that in a survey over 1500 consumers showed that they were more likely to buy from and recommend brands they follow on Twitter and Facebook. Cha-ching!

51% of those surveyed said they were more likely to buy from a brand after following them on Facebook; 67% said they were more likely to buy after following on Twitter. Brands also got a boost in recommendations: 60% of Facebook fans and 79% of Twitter followers were more likely to recommend a brand to their friends.

Learn more about this study:

Social Media Pays: People More Likely to Buy from Brands they Follow

Are you more likely to purchase a product that you follow on popular social networks?

Wednesday, March 17, 2010

Catch Top Brand Marketers from M&Ms, Chicago Bulls, B&N Talk Social Media

Are you tuned in to your customer needs? The Social Media & Community 2.0 Strategies Conference has two full days of case studies from savvy marketers and brand managers who've leveraged social media to develop authentic relationships with their customers.

If you are responsible for Marketing or Brand/Customer Engagement, here's 10 sessions YOU CAN'T MISS:

• M&M's Racing Uses Colorful "Fanvocates" to Connect with NASCAR Fans
Ryan Bowling, Director of Communications, MARS SNACKFOOD US

• BARNES & NOBLE Adds the "Cart" to the Conversation with
Kevin Ryan, Vice President Social Media, BARNES & NOBLE

• CHICAGO BULLS Use Social Media for Better Fan Experiences AND Increased Revenue Opportunities with Jeremy Thum, Director, Interactive Marketing, CHICAGO BULLS
• INTERCONTINENTAL HOTELS Drives Revenue by Empowering Brand Advocates with
Cassandra Jeyaram, Social Marketing Manager, Global Consumer Marketing, INTERCONTINENTAL HOTELS GROUP

• WELLS FARGO Quantifies the Value of a Year of Experiments from the Front Lines of Social Web Customer Support with Kimarie Matthews, Vice President, Customer Advocacy and Loyalty, WELLS FARGO BANK

• CIGNA Moves from Social Media Presence to Integrated Customer Experience Practice with Ingrid Lindberg, Customer Experience Officer, CIGNA

• SEGA Manages Multiple Brands Communities to Achieve Individual Brand/Product Objectives with Kellie Parker, Community Manager, SEGA OF AMERICA

• LEGO Collaborates with Talented Lead Users to Drive Value Creation with
Tormod Askildsen, Head, LEGO Community Development, LEGO

• ZAPPOS Utilizes Social Media to Engage Employees and Wow Customers with
Maura Sullivan, Customer Loyalty Manager & Marlene Kanagusuka, Customer Loyalty Manager, ZAPPOS.COM

• MICROSOFT Answers Community Makes Support Social with Consumer-Generated Answers with Steve Alter, Community Program Manager, Product Manager/Microsoft Answers, MICROSOFT

Don't miss out! Join us for The Social Media & Community 2.0 Strategies Conference

complimentary webinar: "consistent brand conversations = persistent brand dialogue"

"consistent brand conversations = persistent brand dialogue"

Join us for a complimentary webinar on
Thursday, March 25
2-3PM EST

Space is limited.
Reserve your Webinar seat now at:
https://www1.gotomeeting.com/register/247241465
mention priority code: M2246W1BLOG

About the webinar:
the art and science of branding continues to evolve as the need to connect with the consumer becomes more intimate due to their choices and marketplace offerings. how your brand behaves in the messaging of its value proposition is directly proportional to how your consumer will experience your intended brand promise. with today’s information-rich, savvy consumer, they not only expect the best of your brand; they demand it. that said, how your brand aligns consistent messaging internally will or will not deliver engaging experiences with your consumers. this applied ability to behave consistently is most apparent when speaking to consumers across varied lifestages.

what you will learn:
• how creative-driven strategies will provide a platform for compelling brand messages
• how brand-alignment inside and across disciplines, is required for consistent
brand messaging outside.
• the potential of how a brand tagline is a rallying-cry across all age-demographics
• how to influence provocative internal conversations for alignment
• the requirement of synergy with creative and marketing teams

about riCardo crespo:
A celebrated creative director and respected branding thought-leader in the areas of strategy and creative, riCardo crespo brings to the advertising industry a keen eye for creative excellence and a valuable point of view as a CREATIVEronin. He consistently delivers a unique and valued perspective as a professional with applied experience from both the agency and client side. crespo is a frequent contributor on design methodologies and the strategic value of design + creative in the branding development process. riCardo's vast and varied experience includes leadership posts with such advertising giants as McCANN ERICKSON, Saatchi & Saatchi and Bozell Worldwide.

riCardo's passion for outstanding design and meticulous execution translate into a dedication to excellence in all aspects of his work.

Monday, March 15, 2010

“Customer Service is the New Marketing!”

Fast Company recently interviewed Aaron Magness of Zappos, Inc. In the interview, Fast Company's Brandon Gutman asked Magness about his position and about how marketing and customer service have changed business. Here are a few highlights that we thought were particularly interesting.

Fast Company- What is marketing really about?

There are five principles that I try to focus on in everything that has to do with marketing:

· Customer service is the new marketing. The days of dictating your brand to the public are long gone. There is so much access to information; the customer is actually dictating your brand to you.

· Communicate with your customers, don’t market at them. Customers get bombarded with marketing messages every day (practically every second). Find ways to interact with them. Discussions drive loyalty, not one way messaging.

Fast Company- How do you breed better customer service?

I’m really inspired by positivity. This can take many forms and isn’t the same for everyone, but it really stands out for me. I think it’s contagious and people build off it. It helps in personal areas the same as business. You can’t provide great customer service with a negative attitude or culture. My goal is to be as positive as I can, and hope that has an impact on those around me. I choose to surround myself with positive people and you tend to find that the majority of “success stories” generally have a great attitude about life. It all comes down to the Golden Rule. It’s not difficult to understand and we all have it in us.


We encourage you to read the interview it its entirety.

Zappos’ Marketing Chief: “Customer Service is the New Marketing!”

Conquer Any Networking Event

If you're a novice at networking or could use a little refresher, Stepcase Lifehack has posted "5 Ways to Conquer Any Networking Event." We encourage you to check out the list and utilize it at your next networking event.


1. Establish Event-Specific Goals

Walking into a networking event or conference without a plan is, barring a miracle, a waste of your time. Without a plan you’ll bounce from event to event and float toward the people you already know. But not this time! This time you’re going to establish real goals for what you’ll get from a specific event.

For example, a small business owner might attend a local meetup of social media types hoping to expand her network with some web-savvy marketers. Instead of saying, “this meetup will give me the chance to make business contacts” she’ll have a specific outcome in mind and won’t waste time on the wrong people.

2. Identify & Research Targets
3. Use An Event Card
4. Establish Your Presence
5. Follow Up

For more information on Stepcase's list, please visit the original article.

5 Steps To Conquer Any Networking Event

Friday, March 12, 2010

CALL FOR PRESENTERS: The Market Research Event 2010

Email kvazquez@iirusa.com by Friday, March 19, 2010

From: Krista Vazquez
Re: The Market Research Event 2010
Event Date: November 8-10, 2010
Location: Hilton Bayfront San Diego, San Diego, CA
Deadline: Friday, March 19th, 2010

Krista Vazquez, Conference Director, The Market Research Event is now recruiting speakers for the 2010 program.

The Market Research Event is the industry's leading conference showcasing the business value of market research and introducing the very best of what's new in the market research field. Recognized for consistently delivering high quality content and speakers who are willing to share real stories, TMRE has earned the reputation as the "World's Top MR Event." The 2010 event is projected to attract nearly 1000 attendees with more than 60% representing end users and clients. Get involved today. All speakers will receive a free pass to attend the event ($3000+ Value).

Read on for submission guidelines.

Note: Submission deadline is Friday, March 19, 2010.

Content areas include:
Segmentation
Marketing & Media Mix
In-store Research & Shopper Insights
Trends
Research & Social Media
Analytics & Measurement
Marketing & Brand Insights
Management & Leadership
Insight Driven Innovation
Business to Business Research
New Tools, Techniques & Methodologies
ROI
Neuroscience/Biometrics

NOTE: Suggestions for alternate topics also accepted. Sessions can be presented as a case study or interactive/roundtable discussion.

All submissions must include the following:

1. Compelling and benefit oriented session title
2. 75 word description of proposed topic
3. 2 bullet points identifying key take-aways
4. Short bio for proposed speaker (include name, business title and company)
5. Contact information including e-mail address and phone number for proposed speaker.

We encourage you to forward this to your colleagues.

Thursday, March 11, 2010

Are You Familiar With ‘Haul’ Vloggers?

There is a new phenomenon happening on YouTube and market researchers are taking note. New York Magazine reports that they're called "haul videos" and consist of girls videotaping themselves showing the world what they just bought at the mall. Like, they go home, plop down in front of their webcams, and pull their new purchases out of shopping bags. And discuss each item in way too much detail.

Here's some more buzz on this phenomenon:


We're interested to hear what you think of this burgeoning phenomenon. Will (or would) you use this as research?


Wednesday, March 10, 2010

The Great MySpace Return?

MySpace, the News Corp. owned social network is undergoing a huge redesign of the site. A preview of the social network was release on Monday, according to ChannelWeb. In a briefing for media and analysts in Beverly Hills Monday, the social networking company, outlined a plan that its new co-president says requires "believers" to come to fruition.

USAToday reports that MySpace is moving back to its original DNA: appealing to self-expressive, creative under-35-year-olds who are into games, music and movies. More than half of MySpace's estimated 100 million users are 25 and younger, according to market researcher ComScore. The 13-to-34-year-old demographic spends 84% of all user time on the service.

So we're seeing MySpace go back to their roots - do you think that we'll see a spike in membership?

We'd love to hear your thoughts.

2010 Explor Award Call For Submissions

The EXPLOR Awards is an annual case study competition, honoring technology innovation in marketing research. Innovation leaders, from global corporations, research agencies and academia, are invited to submit high impact cases where technology and innovation have advanced the research and insight process. A world-class judging team selects the top four candidates to be presented at The Market Research Event, November 9-10 in San Diego, CA.

We are seeking impact-oriented submissions that focus on research-enabling technologies that ultimately enhance the research process, data collection, or dissemination of information. Our goal is to highlight companies that are positively influencing and making an impact in market research and our profession.

The 2010 Submission form can be found here. The deadline in April 9, 2010. We look forward to your submissions!

Tuesday, March 9, 2010

Who is the Reigning Social Media Champ Between Google and Yahoo?

When it comes to social media, Yahoo and Google have differing strategies but both work well. Yahoo relies on outside partnership whereas Google uses in-house development. Yahoo recently announced that it would integrate Facebook Connect into it's website, following the failed attempted of bidding for Facebook in 2006. Google's advanced social product, Google Buzz, has been launched but time will only tell if its adoption rate will be better than it's previous social product endeavors including Google Connect and Orkut. Check out this post on Mashable to view Ben Parr's take on the scenario.

Which company has the right social media strategy?

Social Media Win! Betty White May Host SNL

Thanks to the efforts by her social media-savvy fans, the actress Betty White will soon be hosting Saturday Night Live. The Wall Street Journal reports that nearly a half a million fans joined a Facebook page for the actress. White has seen her popularity spike again since starring in “The Proposal” with Oscar-winning actress Sandra Bullock. People is reporting that White confirmed the invitation to host at an Oscar party.

Learn more:

What do you think?

Increase Touch and Engagement Using Social Marketing – Scott Chappell / Sessions College Podcast Interview

This blog is co-posted with StevenGroves.com.

In this episode we talk with Scott Chappell, who is the Chief Marketing Officer for Sessions College of Design (Sessions.edu), and a presenter at the MeasureUp Conference in Chicago on March 10, 11, & 12th, 2010. Sessions.edu offers online classes for the design community from real experts (author, educators and others) in an asynchronous format, pairing student with instructors in a meaningful dialog about how to develop your design sense and knowledge of the industry. His presentation at MeasureUp is titled ‘Blog, Tweet, Repeat: How Social Media improved lead acquisition, sales and the lifetime value of your customers’ and in this episode, we get to meet Scott an find out about the Sessions.edu social media efforts.

Scott talks about how social media is used by Sessions.edu and how it has supported an almost 10 fold expansion of the number of monthly ‘touches’ with the Sessions Design College audience of prospective student, current students and graduated alumni. Scott explains how he has embraced the premise of Marshall McLuhan in that “the medium is the message”, but he cautions that too many contacts to an audience can cause them to disengage. In Sessions case, while social media has allowed them to dramatically increase the number of messages, the reality is that there needs to be quality and sincerity otherwise you run the risk of turning off the audience.

The biggest understanding that has come from the use of social media is that a successful launch has to be gradual and that he needed to segment the conversation to be able to increase the touch points. Sessions.edu established messaging in three different categories – Culture, Industry & Sell. With this segmented messaging schema, Scott talks about how each has a particular characteristic and supports a conversation or connection in a specific area of the relationship with the audience. The recipients have been very open to the connections because each communication is about something different and Scott says it has ‘enriched the conversation’ and allowed the brand to flourish.

Under lessons learned, he cites trying to use every social tool for everything – he’s come to recognize that the content has to match the discussion and the relationship you want to have with your audience. He suggests that your listeners, followers, and community members need to get something from the conversation and that is a more a function of the quality of the conversation and message than the quantity of messages delivered.

Play / Download Scott Chappell / Sessions College Episode 1 Podcast Here

To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to SocialMarketingConversations.com via email or your RSS Reader.

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!

Friday, March 5, 2010

Engaging Shoppers with Every Step, Real Time

Stop & Shop/Giant has set out to improve its customer loyalty by creating a uniquely personal and relevant shopping experience. In this session, you will learn how a customer-facing technology was leveraged to create operational enhancements and reach customers at their point of purchase. This case study showcases how real-time in-store behavior and past purchase history can be translated to deliver highly targeted promotional messaging and exclusive savings to customers while they shop. You'll learn how participating brands are experiencing saldes life and how the retailer is benefiting by giving their customer a rewarding shopping experience.

Stephen Vowles, Senior Vice President of Marketing, Stop & Shop will discuss:
  • How new audience targeting tactics are revolutionizing the way retailers and brands can reach specific customers
  • How Stop & Shop is driving larger baskets and increased frequency with targetd media and self-service technology
  • Pitfalls to avoid when selecting & implementing customer-facing technology solutions
  • How brands can effectively and measurably leverage digital in-store marketing
"Engaging Shoppers with Every Step, Real Time" Monday, July 12 at 9am

Thursday, March 4, 2010

Chicago Bulls and Social Media

Sports fans are passionate and feel a natural sense of connection with each other. As the web turned social it created a new way for fans to share the highs and lows of a season with each other. The question was not "Are Bulls fans interacting online?" but rather "How do we further encourage and enhance that interaction while creating additional revenue opportunities?"

Not only was Bulls.com, BullsTV implemented, but a new initiative was created, BullsConnect. From the Chicago Bulls website, BullsConnect the ultimate place for Bulls fans to connect with one another, the new official social network website of the Chicago Bulls. Built using the latest cutting-edge social media tools from Pluck, fans can register at BullsConnect.com for free, create their own Bulls fan profile, upload and share photos and videos displaying their fandom, write their own blogs on the Bulls, and participate in message boards. In addition, the Pluck technology makes it possible for fans to connect with each other on BullsConnect as well as Facebook and Twitter.

Discuss how through new digital initiatives, the Bulls created a more positive fan experience AND increased revenue opportunities with Jeremy Thum, Director of Interactive Marketing, Chicago Bulls on Tuesday afternoon, May 4th at Social Media & Community 2.0 Strategies in Boston.

What other sports teams are utilizing the power of social media?

Wednesday, March 3, 2010

Empowering a Team and Thinking Outside the Corporate Box = Success in Social Media – An Interview with Aneta Hall / Pitney Bowes – Podcast Episode 3/3

This is co-posted with StevenGroves.com.


Our conversation with Aneta Hall / Emerging Media Manager for Pitney Bowes (PB) has been very informative to say the least.


If you would have told me a year ago that a 90 year old company would be an innovator in enterprise social media, I’m pretty sure I would not have believed you. After the time spent with Aneta, I can tell you that a 90 year old company is being really innovative in the enterprise deployment of social media and they’re showing a measureable ROI.


PitneyBowes_Logo1_thumb[1] In the last two episodes we’ve covered elements of how PB has done it too. First, they approached it from an understanding that social media is not a set-and-forget proposition; they recognized a need for needed a sustainable program that at the same time, did not inhibit individual participation. They also understood that they needed to put some tools in place, watch key performance indicators (KPIs) and apply metrics, looking for the ROI; those efforts have led to a $300K saving in call-center deflections in a 3 month period.


I know that Guy and I are looking forward to connecting with her at the MeasureUp event in Chicago next month and to put a live presence with the enthusiastic personality she has shown in the podcast series here.


In this episode Aneta lets us know that while they do set certain measures and metrics in place, they are certainly open to evaluating them and updating policy as PB learns what actually makes a difference to their customers and to the bottom line. We open the discussion referring to the Twitter, Facebook and online forums that PB maintains, but Aneta tells us that social media at PB is not about an overarching corporate social presence. At the end of the day social media is about people connecting to people, and it needs to be a sustainable level of one-on-one social media interactions with PB employees taking the lead.

Play / Download Aneta Hall / Pitney Bowes Episode 3 Podcast Here


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Tuesday, March 2, 2010

A 3-Tiered Model for Measuring Social Media Success and How Social Media Saved Pitney Bowes $300K – An Interview with Aneta Hall / Pitney Bowes-Part 2

This post is co-posted with StevenGroves.com.

ROI of Social  Media Logo at StevenGroves.com In episode 1 of the interview with Aneta Hall / Emerging Media Manage at Pitney Bowes (PB) and a presenter at the 2010 MeasureUp Conference in Chicago in March, we talked about the need to develop a sustainable effort and a need to provide guidance to the staff that supports the interaction with customers, prospects and stakeholders.


PitneyBowes_Logo[1] In this episode, Aneta talks with Guy Powell and myself about how the elements of a relevant online strategy for PB includes traditional elements, like before social media came to onto the scene, but now it has changed many of the ways PB structures campaigns to their audience.

Play / Download Aneta Hall / Pitney Bowes Episode 2 Podcast Here


To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to StevenGroves.com via email or your RSS Reader.


To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!


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The world’s largest conference company announces the launch of the Performance Marketing Expo to be held this September in Miami

IIR (The Institute for International Research), the company responsible for industry leading brands such as FUSE, Front end of Innovation, The Market Research Event, GAIM, and PREPAID Card Expo, is launching a brand-new affiliate marketing/performance marketing event.

The Performance Marketing Expo, will take place September 27th-29th in South Beach at the Miami Beach Convention Center. Consistent with other IIR conferences, The Performance Marketing Expo features best-in-class educational sessions, industry insider top level speakers, super-affiliates with proven earning power, the premier online merchants and retailers, affiliate networks, and hundreds of affiliates eager to network and grow their business (and their earning potential).

What makes this event stand out from all the rest? It will include facilitated business networking and quality content brought to life by the best storytellers, representing merchants, affiliates and networks.

TOP SUPER AFFILIATES JUST CONFIRMED AT The Performance Marketing Expo
Stephanie Nelson, Coupon Mom
Todd Martini, Alex's Coupons
eCoupons * MarketAmerica * TrialPay * Parent Media
The program is currently being finalized. For More Information about getting involved, please email kpotanka@iirusa.com or visit our contact page if you have specific questions.

Join The Performance Marketing LinkedIn Group

The world’s largest conference company announces the launch of the Performance Marketing Expo to be held this September in Miami

IIR (The Institute for International Research), the company responsible for industry leading brands such as FUSE, Front end of Innovation, The Market Research Event, GAIM, and PREPAID Card Expo, is launching a brand-new affiliate marketing/performance marketing event.

The Performance Marketing Expo, will take place September 27th-29th in South Beach at the Miami Beach Convention Center. Consistent with other IIR conferences, The Performance Marketing Expo features best-in-class educational sessions, industry insider top level speakers, super-affiliates with proven earning power, the premier online merchants and retailers, affiliate networks, and hundreds of affiliates eager to network and grow their business (and their earning potential).

What makes this event stand out from all the rest? It will include facilitated business networking and quality content brought to life by the best storytellers, representing merchants, affiliates and networks.

TOP SUPER AFFILIATES JUST CONFIRMED AT The Performance Marketing Expo
Stephanie Nelson, Coupon Mom
Todd Martini, Alex's Coupons
eCoupons * MarketAmerica * TrialPay * Parent Media
The program is currently being finalized. For More Information about getting involved, please email kpotanka@iirusa.com or visit our contact page if you have specific questions.

Join The Performance Marketing LinkedIn Group

Monday, March 1, 2010

U.S. military OKs use of online social media

CNN.com reports The United States military has approved the use of social media by its troops. Until now, the military's various branches and departments had differing policies regarding social media use. The Marine Corps, for instance, prohibited use of social media sites from its computers in 2007, according to the Pentagon.


The new policy allows commanders to temporarily restrict online access to maintain operations security or to address bandwidth constraints.

What do you think? Should social media be open to soldiers?

U.S. military OKs use of online social media

Complimentary Webinar - Profiting from Feedback: Achieving Real Business Results with Enterprise Feedback Management

Profiting from Feedback: Achieving Real Business Results with Enterprise Feedback Management

Time/Date: Thu, Mar 11, 2010 2:00 PM - 3:00 PM EDT

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CareFusion increased its overall customer satisfaction by 26 percentage points after implementing an Enterprise Feedback Management solution. Attend this webcast to learn how they did it.

Many companies are struggling with how to capture feedback from their customers, partners, and employees – and how to transform this feedback into real business results. Typical questions include:
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Speakers
Justin Schuster, Vice President, EFM Solutions, MarketTools
Alan Kneale, Vice President, Technical Support Operations, CareFusion
Robert Freeden, Director, Product Support/Repair, CareFusion