Anthony - 3/4 - Digital Marketing Agency

Understanding Social Media Marketing via the “Cluetrain”

By | Social Media | No Comments

 
The Cluetrain Manifesto has been my ‘red pill’ in understanding the successful utilisation of Social Media networks by today’s companies. No doubt Social Media has been a desirable avenue for big business marketers and creative types with the unrivalled ability to connect, engage and market to a massive (and exponentially growing) online community. This is where their target buyer is. The primary contributor to their revenue stream.

 
Unfortunately, there is a world of difference in undertaking creative Social Media campaigns and undertaking successful Social Media campaigns, with many train wrecks littering the Social Media landscape of 2011. The Cluetrain Manifesto presented 95 theses each implicitly communicating the same core principle- “brands are conversations“. Companies need to humanise their voice, develop a genuine voice to their consumer, empathise with the real issues of their consumer and not get trapped in their own brand utopia. The three which particularly resounded to my own online sensibilities are:
 

  • Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.
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  • Companies need to realize their markets are often laughing. At them.
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  • We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance.

 
One of the more notable disasters of 2011 was the #QantasLuxury hashtag disaster .
 
The challenge posed to followers:
 
#QantasLuxury Twitter
With the prize of winning “a First Class gift pack feat. a luxury amenity kit and our famous QF PJs” the hashtag turned into a forum for disgruntled customers and stakeholders to vent their anger towards the operational and customer service issues which had plagued the airline having to ground its fleet in early November 2011.

 

The in-house Qantas Social Media team should have got on that Cluetrain.

 
My advice:
 
Use social media as an avenue to actively speak to your customer and respond to their praise and concerns with the same enthusiasm and approach. Be open, let them in on a secret, let social networks know first, let them know they are valuable, treasure their interest. Don’t speak down to them, speak with them.

 
A wise man once told me, Social Media is like babysitting the bastard child of marketing, PR and customer service. If you don’t look after it well, its parents aren’t going to be very happy. Don’t know about you guys, but I would be aiming for babysitter of the year.

Google Remains the #1 Source for Search Traffic to Top Websites

By | Google News | No Comments

A recent report by Citi Analyst Mark Mahaney highlighted what most of us already know, top sites receive their traffic from Google. Received by Search Engine Land, the report identified that 23 of the top 30 websites obtain traffic from Google, scrutinising search traffic in six key areas focussing on the top five websites of each vertical. The key areas involved were Media, Retail, Travel, Autos, Finance and Health.

Google still beats Bing and Yahoo in Search Traffic 2012

Google still holds dominance over Bing and Yahoo in all key verticals

Though Google saw a 1 percent drop in comparison to January 2011, primary competitors Yahoo and Bing failed to make any significant ground, in January 2012, Google comprised of 16 percent of all traffic versus 11 percent from Yahoo and 6 percent from Bing.

Mahaney made comment that Yahoo’s stagnant growth in traffic is a positive sign where there is a market perception that the company/site is a “deteriorating asset”. Inversely these findings according to Mahaney are a “negative surprise” considering the market share gains made by Microsoft concerning the search site. In the past three years, Microsoft has been aggressive in its acquisition of market share, most notably its Bing product placements in prime time television shows such as Gossip Girl, Hawaii 5-0, The Vampire Diaries and How I Met Your Mother. Not remarkably subtle but effective in generating brand/product awareness it makes you wonder is this the best approach? Where there is a creation of market share without conversion to search traffic to show for it?

Check out the Bing Placement in this clip from Hawaii 5-0 below and you be the judge.


Facebook Goes Public

By | Facebook, Social Media | No Comments

Social media juggernaut, Facebook made a much anticipated move on Wednesday, becoming a publicly traded company eight years after CEO Mark Zuckerberg kick started the basic form of the website at Harvard University.

Anticipated within three to four months, Facebook, hoping to trade under the ticker “FB”; on the New York Stock Exchange or Nasdaq Stock Exchange, will become one of the world’s most valuable companies hoping to raise $5 billion in its IPO. This amount comes to no surprise where IPO filing documents reveal Facebook’s revenue, the company earned $668 million on revenue of $3.7 billion last year, according to the filing. Speculation involving the potential market value of Facebook quotes figures of $100 billion upwards.

The main source of Facebook’s revenue stream is its highly targeted advertising placements which caters to a high level of market segmentation based on a user’s demographic, behavioural and psychographic factors (the information on a user’s profile such as interests, hobbies, relationships). This creates a desirable avenue for a brand’s marketing team as it allows better exposure to the relevant target market.

Facebook isn’t one of the first Internet start ups to go public. Zynga Inc, which specialises in integrated Facebook applications, represents one of the disappointments of Internet IPOs entering the public domain, with its stock price falling 5% below its IPO price on the first day of trading. Facebook may avoid this as its offering provides a human connection, allowing people to catch up all over the world, play hours of repetitive, pointless but addictive games and enables people to share every minute detail of their day. Furthermore it offers a public channel for celebrities, politicians and companies to connect and interact.

Mark Zuckerberg Facebook

Mark Zuckerberg initiates Facebook's IPO

It will be easy to see why this Facebook status update will be liked by hundreds of Facebook employees. This move turns them into instant millionaires due to an accumulated portfolio of FB stock obtained at prices lower than what they will be valued once placed on the open market. Facebook employed 3,200 people at the end of last year.


Online Shopping Statistics 2011- Australia

By | Digital Marketing | No Comments

Not much has changed since the CCI 2010 report which highlighted Australia’s attraction to online shopping, as the 2011 GetPrice.com.au survey suggests. According to the study, online shopping usage has maintained its popularity with 99% of the respondents using the internet for shopping and 96% using it for product research purposes. Though different in methodology to the CCI study, the sample group which comprised of almost 3000 internet shoppers provided valuable insight into the attitude and behaviour of Australian Internet shoppers.

 

online shopping statistics

Source: 2011 GetPrice.com.au Survey

The survey identified the key demographics which comprised the Australian online shopper, married females constituting the dominant usage group. So husbands lock up those credit cards. Proportionately, males also had a strong presence as well as unmarried couples, where 70% of the respondents worked with 75% making $50 000 or more a year.

 

Other key insights of the survey:

  • 82% believed they would find the best price by researching products online.
  • 80% of respondents believed retailer websites were the best place to research products online.
  • However, 72% of respondents saw price as the primary determinant to click through to retailer websites
  • 86% favoured to shop offline as there was a preference to see the item before purchase.

This survey has shown the Australian online shopper has greater inclination and acceptance to shop online. Though these results may have to be taken with a grain of salt due to the exclusivity of the sample group (online shoppers), it does beg the question, is the age of the retail store over? With the growing popularity of online shopping due to its convenience and accessibility as a consumer research base, it just could be.

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