The relationship between social media and TV: example

The 54th Annual Grammy Awards was a huge hit across social, digital and broadcast platforms.adele grammy Excitement for the return of Adele, as well as the tribute to the late Whitney Houston kept viewers engaged online and off. CBS reported that 39.9 million viewers tuned in to Sunday’s award show, the second-largest Grammy audience ever and the best ratings since 1984.

New Social TV Records

Of course, broadcast is only part of the story. This year’s Grammy Awards were a hugely social and digital affair. Even with the tape delay (which prevented a real-time social conversation from taking place on the east and west coasts), the Grammys still broke new social TV records. According to Bluefin Labs, the Grammys earned 13 million social comments. That breaks the record from last week’s Super Bowl and absolutely dwarfs every other entertainment event from the last year. The most-talked about moments included Adele’s performance of “Rollin in the Deep” and her win for Album of the Year, Jennifer Hudson’s tribute to Whitney Houston and Chris Brown’s performance. Read More

Email and Search still generate most conversions

search emailEmail and search marketing still have the greatest influence on consumers’ online buying behaviors, whereas social media, though it generates awareness, is rarely associated with direct revenue, according to a study by Forrester Research and GSI Commerce.

Most online consumers are influenced by Web marketing messages: 77% of buyers of hard-goods items (e.g., sporting goods, toys/games, and health/beauty products) during the 2010 holiday season interacted with some type of marketing tactic prior to purchase.

Similarly, 82% of buyers of soft-goods items (apparel and accessories) during the same period were influenced by digital marketing before making a purchase.

Moreover, roughly one-half of holiday purchases followed multiple exposures to Web marketing efforts: 45% and 53% of hard- and soft-goods transactions, respectively, touched at least two marketing touch-points.

Below, other findings from The Purchase Path of Online, conducted by Forrester Research on behalf of GSI Commerce.

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#Search and #Social went #Shopping..

social search shoppingOnline buyers rely on a healthy mix of search and social media throughout the purchasing process

Purchasing funnel. Buying cycle. Path to purchase. Over the years, the desire for marketers to label and map the exact nature of the online buying process has uncovered the complexities of the journey and the growing number of resources buyers rely on as they move to make informed purchasing decisions.

Research from GroupM Search and comScore highlights the increased use of yet another resource consumers are turning to in combination with their tried-and-true search engine usage: social media.

Marketers still skeptical of the overall influence of social media on online purchasing habits have reason to rethink that skepticism. In fact, buyers who purchase or convert online are almost as likely to use a combination of search and social resources (48%) as they are to use just search (51%) along the path to purchase. Read More

#Malaysian airlines lets members book, check-in and change seats via facebook

Malaysian facebook booking pageMalaysia Airlines in partnership with technology provider SITA have launched a new Facebook application, called MHbuddy, that allows users to search, book and pay for flights with the airline directly through Facebook. Malaysian is not the first to introduce such functionality (see “Delta first airline to sell tickets on Facebook”), but the airline has gone several steps further by integrating the booking process with the user’s Facebook profile, allowing members of the popular social network (over 500 million members worldwide) for example to identify friends who might be on the same flight.

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Organizing a SEO-Driven Social Media Strategy for Large Enterprises

social media SEOAs mentioned in my previous column, “SEO and Integration With Social Media,” B2B and B2C companies across the globe are beginning to trust social media as a viable strategy and are jumping in head first. There is no doubt that social media has become a global phenomenon. However, in order to achieve its true value within the SEO context, as well as to not outdo yourself in the early stages, there are a number of organizational strategies that should be incorporated early on in the process. The two strategies outlined below will yield a higher ROI sooner rather than later when starting out and may help you avoid scratching your head asking “Why am I not ranking for this keyword?” “Why is there no scrolling window of tweets in the SERPs about the keyword?” or “Does it have anything to do with the fact that my efforts are fragmented across too many channels?”

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What’s your social media value exchange?

social media value exchangeAdvertising has always been based on giving attention to a brand’s message in exchange for some kind of content, whether that content is found on television, in print, or elsewhere. In the linear world of television this value exchange was easy — at least until the advent of the DVR. Today’s social media environment instantly and seamlessly interconnects 500 million Facebook users with 65 million daily tweets, 126 million bloggers, and 60 million smartphones.

Each day, television, radio, and print advertising are becoming less and less effective, but the vast majority of brand advertising dollars are still overwhelmingly concentrated in media where consumers are spending less than 25 percent of their time. Of the $123 billion spent on brand advertising in the U.S. last year, less than 5 percent of these dollars were spent online, according to a 2009 IEG study.
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Improving Social Media ROI: the Social Media Cycle

social media cycle 360Jamie Turner is the chief content officer of the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is also the co-author of How to Make Money with Social Media. He’ll be speaking about his Social Media ROI Cycle at the SXSW Conference in Austin on March 15.

Not long ago, I wrote about how to calculate the ROI of your social media campaign, which generated a lot of interest from the social media community. The article outlined how businesses can use Customer Lifetime Value to calculate the return on their social media investment.

After writing the article, I started analyzing how businesses go about setting up, launching and running their social media campaigns. My conclusion is that there are three distinct stages to this process, which I’m calling the Social Media ROI Cycle. My rough estimate is that about 50% of the business community is still in the Launch stage, about 40% is in the Management stage and about 10% is in the Optimization stage.

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Bread, Peanut Butter and Jelly: Content marketing, SEO and Social Media

content marketingGoogle sites handle about 88 billion searches each month. YouTube is the second most popular search engine second only to Google. Facebook is now over 600 million users. Twitter has nearly 200 million accounts. LinkedIn is at 101 million users and FourSquare grew 3,400% in 2010.

The variety of options for customer marketing and engagement ranging from social media to SEO to email marketing to online advertising can be overwhelming. As a result, some of the most common online marketing questions I hear from client side marketers revolve around, “How to decide which tactics are best?”

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Mass hysteria? Finally proven: social media and SEO massively undervalued

Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.

From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated…

There were many points to TagMan but one of the big ones was to enable clients to measure,at long last, the real role of individual digital channels in the complete path to conversion.

By housing all the tags from all your channels in one place, clients would be able to see actually where and how different campaigns appeared in and contributed to the path to conversion.

Then, they’d know the answers to some really important, but very difficult, questions.Here’s two of the biggest:
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E-mail use remains high trough mobile and social media (say the e-mail agencies)

Remember the old Timex advertising tagline “Timex takes a licking but keeps on ticking!”? It’s one of the iconic advertising slogans that will probably be a part of the American pop culture lexicon for a long time to come.

Well, that same implied toughness about a Timex watch can now be applied to e-mail as a communications device. There are many people who think that it’s time to drive the final nail in this communication tool’s coffin. That nail is supposedly being driven by social media in general.

eMarketer reports that quite the opposite is occurring according to a survey by Merkle. Of course, Merkle provides e-mail marketing management services so you have been warned.

Email and Social Media Usage marketingfood

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