Archive for Reports
Googopoly. The Future of Search and Social.
April 4th, 2012 • Intelligence, Knowledge, Media, Reports, Search, Strategy
Tags: Facebook, google, google plus, Insights, People, Prediction, Presentation, Report, Reports, Social Influence Marketing, Social Networks, Study, trendstream, World
The problem with the artist formerly referred to as Social Media is – besides many other things – that it is in the agency business commonly understood as some crazy shit that you stage on Facebook to win a Cannes Lion in the end.
That of course is wrong. Specifically if you take a look at the rarely talked about opportunities of intertwining the worlds of search and social.
A while ago I had the pleasure to get to know Tom Smith, founder of Trendstream, the company behind the GlobalWebIndex and the great Wave studies conducted on behalf of McCann.
Tom’s following presentation, given at the International Search Summit in Munich, discusses the idea of what he describes as the ‘Googopoly’, where Google has risen to control most of what we see and do online.
Even though I doubt the relevance of google Plus I found Tom’s key takeaway extremely smart: It is not just about google+. It is about how google cements its position with a multitude of tools like Chrome, Android and many others in order to enforce search thinking into anything that’s social nowadays.
Great presentation. Thanks to We are Social for the link…
New L2 Report. The Mobile Side of Luxury & Prestige Brands.
Januar 12th, 2012 • Brands, Reports, Strategy
Tags: Brands, l2, luxury, prestige, Report, Reports, Strategy
I think I can admit I am quite jealous of L2′s business idea. Providing digital business insights for the luxury and prestige industries is a good idea. But adding a sophisticated benchmarking that highlights the different facets of digital marketing, that adds specific (and needed) industry knowledge, and that’s probably even very very very well paid? High five.
I spotted L2 for the first time about a year ago when they first published their Digital IQ report on the most successful luxury and prestige brands in the digital space – the first compendium that I am aware of. And now they took the next step by publishing another extremely well founded report: The L2 Mobile IQ 100. A report on the mobile expenses, aspirations, and capabilities of the top 100 luxury brands worldwide. Well done L2 – you guys really understand your business.
Key insights
- Luxury & Prestige retail brands by far outperform luxury & retail brands mobile
- M-Commerce is nascent in the industry
- The majority of brands & retailers has no specific mobile strategy
- But: Per-capita revenues and searches in the industry by far outweigh more traditional means
L2 Prestige 100®: Mobile IQ — The Video from L2 Think Tank on Vimeo.
Social Media Management Software. Check Out Altimeter’s New Buyer’s Guide.
Januar 9th, 2012 • 2 comments Reports, Social, Tech, Tools
Tags: Altimeter, altimetergroup, Business, Facebook, Presentation, Reports, Social Business Design, Social Influence Marketing, Strategy, Tech, Tools, we are social
So once you have given all the presentations about the value of Social Media and explained that a fan is not worth $2.38 (or something) you will – at some point – face the challenge of managing real time interaction with your customer. Here SMMS, a type of software especially designed to support the management of complex social interaction platforms, are usually your weapons of choice. Especially in a world in which any major enterprise has to be able to manage its 178 social media accounts in average.
A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise. The success of these tools is dependent upon a business-led strategy, defined processes, trained staff, and ability to measure efforts.
SMMS are there to reduce the complexity of large real time social media platforms. And there are many, many different vendors on the market. From Hootsuite to BuddyMedia, from Wildfire to Spredfast, no two vendors are alike and there is no one-fit-for-all SMMS-solution. Altimeter’s new “Strategy to Manage Social Media Proliferation” serves as a great overview over the SMMS-scene and offers metrics to support the choice for specific vendors based on the social objectives of your organisation.
If you have ever tried to give your customer a founded recommendation on which SMMS to choose you will know how important the following report is. In a market as cluttered and dynamic as this we need more top-level reports like the following one instead of infographics on Mashable.
Insights. TNS Launches Largest Global Study on Digital Behaviour.
November 30th, 2011 • Reports, Strategy
Tags: 2011, Business, Insights, Lifestyle, Media, People, Planning, Presentation, Report, Reports, Research, Social Influence Marketing, Study, target group, TNS, Trends, World
Research company TNS has launched its 2011 version of TNS Digital Life. Based on conversations with over 72,000 people in 60 countries this is the world’s largest global study into people’s attitudes and behaviours online.
I particularly like how they underline the necessity to think (before yelling Facebook or iPad or Flashmob):
‘Digital waste’ pollutes the online world as brands fail to listen to what people want.
It [the study] found that 57 per cent of people*** in developed markets* do not want to engage with brands via
social media – rising to 60 per cent in the US and 61 per cent in the UK. Instead, misguided digital
strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no
one reads. This is being combined with ever-increasing content produced by consumers – the study
shows 47 per cent of digital consumers now comment about brands online.
The result is huge volumes of noise, which is polluting the digital world and making it harder for
brands to be heard.’
Of course: This study does not at all say brands shouldn’t be digital. The opposite is true. But it repeats the one thing that I never get tired of to repeat: People are not interested in a brand’s content. And they are not interested in brand experiences. They are interested in stuff that is relevant for them – and sometimes this is a brand.
Check out TNS Digital Life here .
Thanks to Rubbish Corp for the link.
Whoa! How Shit Infographics Explain the World (the wrong Way).
November 2nd, 2011 • 3 comments Blogs, Location, Reports
Tags: Apps, Burglars, crime, Foursquare, Location, People, PR, Report, Shit, Study, visual, World, Zeitgeist
So Mashable again explains us the world through an info graphic wallpaper. And every self-proclaimed social media expert retweets it. Usually this is just boring. Sometimes dangerously misleading and pretty embarassing. Such as this time.
Latest example of such pure and utter shit: A ‘study’ (actually a joke) that was published as an infographic on mashable, retweeted today by thousands of Lemmings who only seem to be interested to share the next bullshit-infographic as quickly as possible.
The claim sounds credible: “78% of burglars use Facebook, twitter, or Foursquare to target potential properties.”
Whoa! That’s a lot, isn’t it? And it sounds reasonable, doesn’t it? After all the gods punish those freaks who keep on checking in to any location they enter. If only it would not be all so wrong and only if this handy info graphic wouldn’t be a big PR stunt that everyone keeps on retweeting.
- The mashable article features the notorious info graphic by Credit Sesame, “a personal finance tool” claiming that 78% of all burglars use social media to gather intelligence about their next victim
- If you browse the article on Credit Sesame you will find out that the “study” was not at all conducted by Credit Sesame: they apparently just built an easy-to-consume info graphic. The actual “study” was conducted by UK’s security company Friedland: yes, a company that earns money with your fear of burglars.
- If you read the original “study” you stumble upon the following text: “An overwhelming 78% of ex-burglars interviewed said that they strongly believed social media platforms like Facebook, Twitter and Four Square are being used by current thieves when targeting properties.”
Consumer Love. IBM shows how not to ask the right questions.
August 15th, 2011 • Reports, Social, Social Business, Strategy
Tags: Adaptation Marketing, Facebook, IBM, Media, Prediction, Presentation, Report, Research, Social Influence Marketing, Social Networks, Strategy, Trends
IBM has just published a study called ‘From Social Media to Social CRM‘ (PDF download). I first liked it because it was not boring. It did not repeat the same old shit that you read anywhere else. In fact…it seemed quite uncomfortable and innovative. At first.
So at first some of the study’s claims did not sound very surprising, nevertheless heretic for many people in the industry. IBM found out that most people are not so much into learning about your next campaign on social networks. They are actually almost exclusively interested to meet their friends. And pretty much the only reasons why they friend a brand – according to IBM – is VOUCHERS.
Yes. All of us hate these types of relations.
Who wants to date a girl that only spends time with you because you pay all the restaurant bills?
IBM has got an explanation for you why you spend time with this girl (the social consumer): Simply because you want to think the girl loves you.
Businesses are three times more likely to think consumers are interested in interacting with them to feel part of a community. Businesses also overestimate consumers’ desire to engage with them to feel connected to their brand. In fact, these two activities are among the least interesting from a consumer’s perspective.
Consumers are willing to interact with businesses if they believe it is to their benefit, feel they can trust the company and decide social media is the right channel to use to get the value they seek. That value could be in the form of a coupon or specific information. Engaging with a company via social media may result in a feeling of connectedness for consumers – an emotional, intangible gain – but the wish for intimacy is not what drives most of them.
I agree with the latter claim even though IBM streamlined the study to make sure everyone understands VOUCHERS as the key consumer desire. How? By benchmarkting the girl’s (social consumer’s) top reasons why she dates you compared to your top reasons why you date her. The result could not be much different. And yes: According to this study most of her top reasons to date you are connected to restaurant bills.
So does that mean all of us should forget about investing into next year’s social activation? Definitely not.
Morgan Stanley. State of the Web 2010.
November 18th, 2010 • Reports
Tags: Business, Lifestyle, Mobile, Prediction, Presentation, Reports, Social, Social Influence Marketing, Social Networks, Strategy, Tools, Trends, Truth, World
Every year anew Morgan Stanley’s state of the web presentations provide a lot of food for new thoughts in digital marketing. You can find the deck below. And I guess you’ll also be amazed by the dynamics that are reshaping our world. (via BBH)
Blogging. Technorati releases State of the Blogosphere 2010.
November 4th, 2010 • 4 comments Blogs, Reports, Social, Trends
Tags: Blogging, Blogs, Report, Study, Technorati, Trends, Truth, World
Blog Search Engine Technorati has just launched its annual ‘State of the Blogosphere‘ report for 2010. Blogging is a discipline in steady change – constantly challenged by microblogging, general work overload and Farmville. According to Technorati’s study blogging has lately been influenced by a couple of key trends
- The advent of mobile blogging
- Women and mom bloggers gaining influence in the blogosphere
- a new interaction mode between the blogosphere and social networks
The study is as usual very insightful and it even stages deeper insights from around the world instead of just the U.S. Find Technorati’s feature article here.
New Report. McCann launches the awesome Wave 5.
Oktober 15th, 2010 • 2 comments Reports, Social
Tags: Agencies, Cool, Diagram, Mccann, Media, Presentation, Reports, Social Influence Marketing, Strategy, Trends, Wave5, World
McCann has just launched its Wave 5 study. I am a fan of the Wave episodes for years now. They are the largest and longest running dedicated social media study worldwide – this time with 54 countries and 37,600 survey respondents. Wave grows largeer from year to year. And it is now one of the few really global reports that help to understand the new social paradigm worldwide. By the way, I was extremely surprised when I got to know the person who was in charge of Wave 1-4 who is now running his own global data gathering platform, trendstream. Yes, I’m a Nerd Groupie.
Study. The 8 success Criteria for Facebook Page Marketing.
Juli 28th, 2010 • 1 comment Reports, Social, Strategy
Tags: Altimeter, Best Practice, Brands, Cases, Facebook, Reports, Social Influence Marketing, Strategy
Altimeter Group has just staged a new report that wants to define ‘The 8 success Criteria for Facebook Page Marketing‘. Seriously – the report is not a revolution. Nevertheless it works with quite an interesting empirical model. And I like the conclusion and case studies in the end.
The report ‘gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices‘. And about half of the reviewed brands did not do too well in activating full scale Word of Mouth. Take a look at Altimeter’s report. I am happy to hear what you pull out of it.
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