Posts Tagged ‘Reports’
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 • 1 comment 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.
Trends. 100 Things to Watch in 2012.
Dezember 30th, 2011 • Trends
Tags: 2012, Agencies, Future, jwt, Report, Reports, Study, Trends
JWT‘s PR department has – again – done a great job by creating this annual gallery of things to watch in 2012. Interesting (particularly from an American perspective): We definitely see more sustainable business concepts, travel and commuting models and there seems to be more focus on a more healthy lifestyle and your inner self. If we now even avoid nuking ourselves via Iran, North Korea or Pakistan then hey: This could be a good year.
Key trends according to this report:
- Navigation for cost-sensitive customers
- Food becomes the key eco-issue
- Screened interactions everywhere
- Physical objects get digital counterparts
Thanks to @jkleske for the link.
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.
Study. The World’s Top 100 Prestige and Luxury Brands on Facebook.
Juni 9th, 2011 • Brands, Strategy
Tags: Brands, Facebook, List, luxury, prestige, Reports, Social, Social Influence Marketing, Study
Prestige and Luxury brands used to have quite a hard time to deal with this phenomenon called social media. It seemed like a contradiction to what high value brands stood for. Being very exclusive simply did not seem to fit right into this new all connected world in which everyone is included.
Times are a changing and some of the planet’s really iconic (mainstream) brands are amongst the most successful players particularly on Facebook. L2 – a thinktank for luxury brands in New York – along with the guys from Buddy Media just published
an extremely interesting piece of research: The L2 Prestige 100®: Facebook IQ measures the aptitude of 100 prestige brands from the Auto, Beauty, Fashion, Watches & Jewelry, and Spirits & Champagnes industries on the world’s fastest growing social media platform.
Key findings are:
- It is still not really about size: many of the brands that have been most effective at acquiring Facebook fans have fallen flat engaging them.
- Push only isn’t cool: Brands which allow their fans to post are more engaged Facebook brands than the 20% which don’t allow it
- Products are winning over promotions: Most engagement rates were achieved through product posts not promotions
- Facebook is still considered as an island: Too few brands integrate the social graph into their digital ecosystem
- F-Commerce? Nah! Only few brands are actively engaged in social commerce on Facebook
In short – if you deal with prestige and or luxury brands on Facebook this is the study to download. Get it here.
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)
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.
google Me. Or: How I stopped worrying and learned to love Privacy.
Juli 12th, 2010 • Business, Social, Strategy
Tags: Business, Facebook, google, google me, Prediction, Presentation, privacy, Reports, Social Networks, Strategy, World
Most of you may have heard about the so called Facebook killer ‘Google Me‘ that supposedly binds half of google’s resources currently. And as most of you know, google has not exactly been successful with social networking by now. Especially after google Buzz also failed as a platform that is able to compete with Facebook. google knows they need to get their hands on social. Why? Steve Rubel explains it quite well…
google will ‘continue to dominate “pull.” But Facebook will aggregate content, make it social and rule “push.” Using our social circle it will surface content that we care about just when we want it – and allow us to comment on it all. As more people use Facebook to connect, share and create, a network effect takes over – and the system get even smarter.’ And that is exactly what google needs to do to stay alive in the long term.
No matter how successful Facebook is with its social strategy – they need to conquer Planet Push asap or become Facebook’s junior partner. In the middle of all the buzz about google Me we have to read the deck embedded below as a first rationale for google’s new platform – not as the ‘designing social networks’ deck that it wants to be. It was created by one of google’s lead User Experience architects Paul Adams and it criticizes Facebook existing social networks and the way they make people interact with a clear focus on privacy. What a surprise!
Even beyond the google Me hype – definitely a deck worth to take a look at (even though it is looooong).
Big question: Do you think google might make it this time? Do you believe privacy will be an USP strong enough to differentiate google Me from Facebook? Leave a reply.
Social Currency. Where Brands meet Dynamic Context.
Mai 2nd, 2010 • 1 comment Brands, Social, Social Business, Strategy
Tags: Adaptation Marketing, Brands, Business, Report, Reports, Research, Social, Social Business Design, Social Currency, Strategy, Study, Trends, Vivaldi, World
One of the really good studies about brands and their social environments has just been published jointly by NYC think tank Vivaldi Partners and Professor Johann Füller (University Innsbruck) in cooperation with Lightspeed Research.
The report ‘Social Currency’ asks what a brand’s social currency is, and what it takes to build and nurture it. And, the report indeed brings a couple of crucial things across – it defines the buzzy term Social Currency and attributes success metrics for brands here.
Defining Social Currency
So what is Social Currency and why is it important? From the report’s perspective it is the contextual sum of experiences users can have in relation and interaction with a brand. And a brand’s social currency is bound to a dynamic process that we call reality.
Social Currency is the extent to which people share the brand or information about the brand as part of their everyday social life at home or at work. (…) It is neither a product feature, nor a communications or PR campaign that is completely managed by any one company. From this perspective, social currency is a far more delicate asset to build, nurture and maintain than is brand equity.
Social currency represents a shared asset of consumers and company-owned brands. It originates from interaction between customers and consumers. And it is the material a brand’s success will be fundamentally influenced by…
- Across categories and brands, 53% of consumers’ brand loyalty can be explained by social currency
- Users of brands with high social currency show a significantly higher willingness to pay a price premium (correlation=0.73)
The study’s explanatory strength does not only lie in these results – it is remarkable as it tries to define what social currency is made of. Since the research assumes that social currency is crucial for brands to create customer loyalty it consequently also reveals its components. No, a brand does not necessarily have to access all levers – this varies in regard to which industry and brand is involved…
Latest Comments