There is still a lot of buzz around using social media to get word
out about your startup. And there continues to be some very entertaining
and original ideas in using it. This infographic below shows how you –
as a startup – can leverage social media marketing as a tool to grow
your business.
http://www.udemy.com/blog/social-media-marketing-for-startups-infographic/
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Thursday, December 29, 2011
Wednesday, December 28, 2011
Marketers Look Beyond Social Media Experimentation
As budgets increase, marketers hope to understand more about social media
In October 2011, at the second annual Pivot Conference, a survey found that 37.1% of marketers said their company will move beyond experimentation in social media marketing in 2012. An additional 14.6% expect to do so in 2014 and 5.6% by 2015. Nearly 8% said it would be later than 2015 and more than a third (34.8%) said they did not know when they would move past the experimentation phase.
There were many factors that marketers cited as influential in their drive for more mature social media marketing. Among the respondents who said their company would move beyond social media experimentation in 2012, 68.5% said an increased understanding on the benefits of social media was a factor that encouraged this maturation. Additionally, 60.9% cited a development of clear social strategy, 54.3% pointed to clearly defined outcomes and 51.1% mentioned metrics as having an influence.
While only 26.1% of respondents said budget increases would influence the move beyond experimentation, marketers also told the Pivot Conference that social media marketing would make up a higher percentage of their marketing budget in 2012 and beyond. While 37% of respondents said social media would be less than 5% of the marketing budget in 2011, only 27.1% expected that same low percentage in 2012 and just 18.8% predicted it would remain that low in 2013.
The combination of bigger budgets and increased sophistication will likely spur companies to go further toward reaching maturity in their social media marketing efforts and foster new examples of successful social media campaigns in the coming years.
http://www.emarketer.com/Article.aspx?R=1008754
Tuesday, December 27, 2011
(Youthlab Indo) 10 social media excess among indonesian youth 2012
Social media is revolutionized by the youth segment. since it’s birth, it’s received so many credits for its outstanding impact on marketing and business. But how does it effect a youth life in Indonesia?...find the answer here
http://www.enterthelab.com/index.php?m=insight&s=detail&id=136
Social networks advance position
NEW YORK: Over 80% of web users around the world now belong to social
networks, with sites like Facebook and Twitter taking almost a fifth of
the time spent online globally, a new study has shown.
According to comScore, the research firm, social networks currently reach 82% of the connected community aged 15 years old and above, equating to 1.2bn people worldwide.
The company also reported that the category took approximately 19% of all time spent on the web in October 2011, measured against 6% for March 2007.
By market, some 98% of the firm's US panel had signed up to these sites, matched by the United Kingdom and Spain. Brazil followed next with 97%.
Elsewhere, penetration stood at 96% in many other countries, including Argentina, Colombia, Mexico, the Philippines and Turkey. Japan, by contrast, logged 58% and China scored 53%.
The average user in Latin America dedicated 7.6 hours to these platforms in October, ahead of 7.3 hours for Europe, seven hours for North America and just three hours in Asia Pacific.
Within this, the typical audience member in Israel committed 11.1 hours to social networks, bettering Argentina's 10.7 hours, Russia's 10.4 hours and Turkey's 10.2 hours.
At the international level, women spent 6.5 hours using social media during October, a total hitting five hours for men.
While 15-24 year olds predictably displayed the strongest uptake on 84%, this figure now stands at 80% or more for all age-groups, with the over-55 year olds generating the fastest growth rate of all cohorts.
More specifically, Facebook had a 55% penetration across the entire social networking audience, accounting for roughly 75% of time spent on these sites, and 14% of all time spent online.
Microblogs have also gained in popularity, as Twitter saw a 59% expansion in user numbers to reach 10% of netizens globally. Sina Weibo, a Chinese microblog, enjoyed growth of 181%, and Tumblr was up 172% on an annual basis.
"The emergence and widespread global adoption of social networks ... underscores the convergence of the online and offline worlds," said Linda Boland Abraham, comScore CMO and EVP, global development.
Data sourced from comScore; additional content by Warc staff, 23 December 2011
http://www.warc.com/Content/News/Social_networks_advance_position.content?ID=19d25433-ba93-4ea1-8e1e-6532a4dd6e09&q=
According to comScore, the research firm, social networks currently reach 82% of the connected community aged 15 years old and above, equating to 1.2bn people worldwide.
The company also reported that the category took approximately 19% of all time spent on the web in October 2011, measured against 6% for March 2007.
By market, some 98% of the firm's US panel had signed up to these sites, matched by the United Kingdom and Spain. Brazil followed next with 97%.
Elsewhere, penetration stood at 96% in many other countries, including Argentina, Colombia, Mexico, the Philippines and Turkey. Japan, by contrast, logged 58% and China scored 53%.
The average user in Latin America dedicated 7.6 hours to these platforms in October, ahead of 7.3 hours for Europe, seven hours for North America and just three hours in Asia Pacific.
Within this, the typical audience member in Israel committed 11.1 hours to social networks, bettering Argentina's 10.7 hours, Russia's 10.4 hours and Turkey's 10.2 hours.
At the international level, women spent 6.5 hours using social media during October, a total hitting five hours for men.
While 15-24 year olds predictably displayed the strongest uptake on 84%, this figure now stands at 80% or more for all age-groups, with the over-55 year olds generating the fastest growth rate of all cohorts.
More specifically, Facebook had a 55% penetration across the entire social networking audience, accounting for roughly 75% of time spent on these sites, and 14% of all time spent online.
Microblogs have also gained in popularity, as Twitter saw a 59% expansion in user numbers to reach 10% of netizens globally. Sina Weibo, a Chinese microblog, enjoyed growth of 181%, and Tumblr was up 172% on an annual basis.
"The emergence and widespread global adoption of social networks ... underscores the convergence of the online and offline worlds," said Linda Boland Abraham, comScore CMO and EVP, global development.
Data sourced from comScore; additional content by Warc staff, 23 December 2011
http://www.warc.com/Content/News/Social_networks_advance_position.content?ID=19d25433-ba93-4ea1-8e1e-6532a4dd6e09&q=
Monday, December 26, 2011
Aplikasi Paling Sering Di Download Sepanjang 2011
Selama kurun waktu setahun ini perkembangan industri gadget maupun aplikasi yang dikembangkan oleh para pengembang sangat beragam dan ada beberapa diantaranya yang mendapatkan hasil yang fenomenal. Fenomenal karena aplikasi tersebut tidak saja banyak digunakan oleh penggunanya melainkan juga paling banyak di download atau diunduh selama Tahun 2011.
Mashable.com mencatat tahun 2011 ini didominasi oleh permainan Angry Birds. Permainan ini merupakan aplikasi yang paling banyak di download selama tahun 2011 pada perangkat mobile. Total ada dua varian lain dari game yang dirancang oleh Ari Pulkkinen ini, yaitu Angry Birds Rio dan Angry Birds Seasons.
Berdasarkan laporan terbaru dari distimo.com, yang menganalasis tentang pemakaian aplikasi di ponsel, disebutkan ada 10 Aplikasi yang paling banyak di download selama tahun 2011. Aplikasi ini didownload melalui perangkat iOS dan Android. Perhitungan didasarkan pada penjumlahan versi gratis dan berbayar dari sebuah aplikasi yang kemudian diperingkat berdasarkan jumlah dengan pemakaian terbanyak.
Berikut 10 Aplikasi yang paling banyak di download selama tahun 2011 :
Apakah ada yang menjadi aplikasi favorit kamu dari daftar di atas?
http://salingsilang.com/baca/aplikasi-paling-sering-di-download-sepanjang-2011
Friday, December 23, 2011
New Social Media Research Points the Way Toward 2012
What’s New for Social Media in 2012?
It’s reaching the end of the year and people will be looking to new
studies that point the way to trends in social and business for 2012.
Two recent studies point the way to some of the trends that companies
should watch for in the coming year.
The new report from Pivot is called The State of Social Marketing 2011 – 2012
and it has some interesting findings. Along with The Hudson Group,
Pivot surveyed 181 brand managers, agency professionals, and experts to
find out how they plan to reach their social consumers in 2012. The results can serve as a benchmark for leaders to assemble their business strategies over the next year.
Pivot asked if respondents had a clear picture of who their social
consumer is. According to the report, “an astounding 77% said yes.”
This is interesting because it is all perception on the part of the
companies. This means that the majority of these professionals have some
sort of web and/or social media monitoring tool and have set up a
listening program to figure out what their customers are saying online.
That step is absolutely essential. I’d also like to stress how your
listening program should cover a wider perspective than simply what is
being said on Facebook and Twitter. Organic searches and links from
other websites are still driving more traffic to blogs than anything else.
Another one of the best ways to figure out who your social consumers are is simple: Ask them.
When the Pivot team explored specifically if respondent organizations
asked social consumers what they expect from engagement, 53% said they
haven’t really asked. Almost 35% said they had asked, which is a lot
different from the 77% who said they had a clear picture of their social
consumers. Does that mean 42% of them are involved in web and social
media monitoring?
As business leaders plan next year’s social marketing programs, 100%,
agree on the need to increase sales, but social media programs and
campaigns can affect so much more than that. As we have found here at
Spiral16, there are all kinds of ways that businesses get value out of
social media. Not surprisingly, consumer engagement, lead generation and
brand lift are also towards the top of the list. According to Pivot:
Influencing consumer behavior is at just over 60 percent, establishing points of influence at just under 60 percent, and discovering points of relevance shown at 40 percent spotlight how new touchpoints will play a role in driving desirable outcomes and experiences. The overall sense of the responses is a tilt away from “soft” benefits toward harder edged benefits that drive the bottom line. Surprisingly, improving customer service and support was toward the bottom of the list, but it is promising to see that the research does show that businesses are placing it in the upper half of 2012 planning.
My feeling is that one reason customer service ranked so low here is
that many of the respondents feel like they are already addressing that
concern sufficiently. Customer service is one of the first social marketing applications that active brands can do, especially if they have an active consumer base on Twitter.
Meanwhile, the Content Marketing Institute (CMI) and MarketingProfs published a popular study on B2B content marketing put out their B2B Content Marketing: 2012 Budgets, Benchmarks and Trends report, which looks at the specific kinds of content that B2B businesses are creating to attract customers.
Just as they found in last year’s study, “article posting and social
media (excluding blogs) are the most popular tactics and are currently
used by 79% and 74% of B2B marketers, respectively.” The tactics that
are seeing an increased adoption rate this year are:
- Blogs (27% increase)
- White papers (19% increase)
- Videos (27% increase)
It’s no surprise, all signs point upward for social marketing again
this year and the studies show that more and more marketers and agencies
are figuring out how to find value online. How far are you in your
organization?
The social consumers are out there. Have you been able to make gains
using social media? The first step in any program should be listening on
the web – have you started?
http://www.spiral16.com/blog/2011/12/new-social-media-research-points-the-way-toward-2012/
Thursday, December 22, 2011
Mobile apps and presence on social media sites top investments in the coming year
According to StrongMail’s annual marketing trends survey, conducted by Zoomerang, the majority (68%) of business executives worldwide said they plan to integrate their social media marketing efforts with email in 2012. In addition, 44% plan to integrate mobile with their email campaigns. Executives were less likely to focus on integrating more tenured online ad formats, such as search and display, into their email strategy, perhaps indicating such integration consideration and action has already taken place.
Additional data sheds insight on similarities in how valuable each of these channels is to meeting overall objectives. Business executives said email, social media and mobile were all effective marketing channels for building customer loyalty and retention. In fact, 67% of business executives worldwide said email was a valued asset to achieving this goal, with 48% saying the same for social media and 35% for mobile.
Almost half of respondents looked to social media to build customer loyalty, while most executives (64%) said social media was most valuable for awareness-building. Awareness-building was the second most-mentioned value for email (51%) and the third most-mentioned for mobile (28%), slightly behind expanding brand footprint (29%).
Business executives said they are focusing on building out social media on key channels such as Facebook and Twitter in the coming year: 39% plan to increase spending on Facebook marketing programs, and 24% on Twitter. A quarter also plan to boost spending on social media management technology as well as viral and referral marketing campaigns, pointing to an audience that increasingly understands the importance of measuring and amplifying the value of social media.
The most common investment business executives looked to make in mobile for 2012 was in building apps (29%). In addition, 22% said they were investing in the general category of mobile advertising, and 20% in sending SMS alerts. Only 15% of respondents planned to invest in location-based mobile marketing in the coming year, a number that is sure to climb as brands realize the value of connecting with consumers on the go and in-market.
http://www.emarketer.com/Article.aspx?R=1008740
Lelaki Menggunakan Medsos Untuk Karir dan Kencan?
Oleh: Yusro M. Santoso
Apa yang dilakukan seseorang di media sosial? Sebuah perusahaan riset, Nielsen melakukan
penelitian. Hasilnya antara lain menyebutkan, lelaki lebih banyak
memanfaatkan media sosial untuk karir, jejaring dan kencan. Sedang
perempuan untuk outlet kreatif dan mendapatkan kartu diskon.
Riset dilakukan terhadap 1.865 orang pelaku media sosial berusia di atas 18 tahun, selama 2 pekan pada April lalu. Bila saja populasi riset sampai di pelaku media sosial di Indonesia, bisa jadi hasilnya akan berbeda. Di sini media sosial juga banyak digunakan untuk melakukan aktivitas sosial dan gerakan. Dua hal tersebut tak muncul dalam riset ini.
Berikut adalah infografi hasil riset tersebut.
Riset dilakukan terhadap 1.865 orang pelaku media sosial berusia di atas 18 tahun, selama 2 pekan pada April lalu. Bila saja populasi riset sampai di pelaku media sosial di Indonesia, bisa jadi hasilnya akan berbeda. Di sini media sosial juga banyak digunakan untuk melakukan aktivitas sosial dan gerakan. Dua hal tersebut tak muncul dalam riset ini.
Berikut adalah infografi hasil riset tersebut.
http://salingsilang.com/baca/lelaki-menggunakan-medsos-untuk-karir-dan-kencan
Wednesday, December 21, 2011
Indonesia tops APAC ad charts
JAKARTA: The Asia-Pacific ad market is still enjoying rapid growth, with adspend in Indonesia expanding particularly quickly.
According to new Nielsen data, expenditure across the region was 16% higher in the third quarter of 2011 than in the same period last year, with around $5bn spent over the three-month period.
Within these results, Indonesian annual growth reached 24%, with the Philippines and Singapore were the second and third best performers on the survey, up 15% and 10% respectively.
Across the region, expenditure was up 3% from the second quarter, with marketers upping their budgets ahead of the crucial festive season. TV was up 17% on the year, while newspaper spend was broadly flat
Adspend on TV in Indonesia was up 25% year-on-year, while newspapers enjoyed a 22% increase.
Asian advertisers have enjoyed relatively benign business conditions over recent months, when compared to the volatility in Europe and the US.
David Webb, a managing director at Nielsen Asia-Pacific, commented: "Strong advertising growth in Southeast Asia over the past year underlines the region's resilience amidst global economic uncertainty and increasing spend in markets such as Indonesia and the Philippines echoes sentiment within the region that local economies are still thriving and capable of withstanding external shocks."
Nielsen also included category data in its report, finding that haircare brands, telcos and government were the three most-lucrative product categories. Unilever was the biggest single advertiser in the region.
The research firm also noted that continued media fragmentation – with consumers viewing ads on an ever-expanding range of devices – was reshaping the region's TV services, with deep implications for the ad industry.
Webb added: "Whilst marketers throughout the region grapple with the challenge of spreading advertising budgets across a growing number of media platforms, television continues to demonstrate its un-matched ability to reach the masses, and technological developments such as HDTV, IPTV, TV on-demand and time-shifted viewing are all contributing to the ongoing appeal of television."
Data sourced from Campaign Singapore/Jakarta Globe; additional content by Warc staff, 21 December 2011
According to new Nielsen data, expenditure across the region was 16% higher in the third quarter of 2011 than in the same period last year, with around $5bn spent over the three-month period.
Within these results, Indonesian annual growth reached 24%, with the Philippines and Singapore were the second and third best performers on the survey, up 15% and 10% respectively.
Across the region, expenditure was up 3% from the second quarter, with marketers upping their budgets ahead of the crucial festive season. TV was up 17% on the year, while newspaper spend was broadly flat
Adspend on TV in Indonesia was up 25% year-on-year, while newspapers enjoyed a 22% increase.
Asian advertisers have enjoyed relatively benign business conditions over recent months, when compared to the volatility in Europe and the US.
David Webb, a managing director at Nielsen Asia-Pacific, commented: "Strong advertising growth in Southeast Asia over the past year underlines the region's resilience amidst global economic uncertainty and increasing spend in markets such as Indonesia and the Philippines echoes sentiment within the region that local economies are still thriving and capable of withstanding external shocks."
Nielsen also included category data in its report, finding that haircare brands, telcos and government were the three most-lucrative product categories. Unilever was the biggest single advertiser in the region.
The research firm also noted that continued media fragmentation – with consumers viewing ads on an ever-expanding range of devices – was reshaping the region's TV services, with deep implications for the ad industry.
Webb added: "Whilst marketers throughout the region grapple with the challenge of spreading advertising budgets across a growing number of media platforms, television continues to demonstrate its un-matched ability to reach the masses, and technological developments such as HDTV, IPTV, TV on-demand and time-shifted viewing are all contributing to the ongoing appeal of television."
Data sourced from Campaign Singapore/Jakarta Globe; additional content by Warc staff, 21 December 2011
http://www.warc.com/LatestNews/News/Indonesia_tops_APAC_ad_charts.news?ID=29230
Tuesday, December 20, 2011
Measurement Challenges Stump Marketing Executives
Social media is one of the most difficult forms of marketing to measure
Voice-based marketing automation platform Ifbyphone surveyed marketing professionals for its “2011 State of Marketing Measurement Report” and 82% said their executives expect every campaign to be measured.
Yet, breaking down the different marketing types, only 47% of US marketers believe they can effectively measure the return on investment of email marketing, and other types of marketing saw even smaller percentages. For social media marketing, only 26% of marketers think they can effectively measure ROI.
When it comes to the challenges of online marketing, measuring which keywords drive either the most clicks (40%), the most online conversations (40%) and the most phone calls (37%) were cited by marketers as challenges.
But these marketers are accepting the challenge and working out ways to connect marketing programs back to sales. The tools they use to measure marketing campaigns include web analytics, cited by 48% of respondents, email marketing software analytics (47%), leads from contact forms (38%) and social media monitoring (30%).
But with these tools at their disposal, what do marketers track? Of respondents, 62% said they track an overall net increase in sales to measure the success of marketing programs. Additionally, 57% look at the number of new customers acquired, 39% track the number of new leads generated, 33% look for an increase in customer retention and 33% measure a quantified increase in awareness.
Measuring the impact of marketing has always been a struggle for companies. As the marketing mix expands and integrates social media, digital and more traditional marketing, the challenge has grown. Yet marketers are embracing it and trying to connect their outreach to sales and business results—elements that executives will appreciate.
http://www.emarketer.com/Article.aspx?R=1008737
Monday, December 19, 2011
Social Media ROI Not Well Understood
2 in 5companies do not have a return-on-investment (ROI) figure for any of the money they spend on social media marketing, according to
[download page] a November 2011 report from Econsultancy in partnership
with LBi and bigmouthmedia.
Data from the “State of Social 2011 Report”
indicates that a further 26% say they can only attribute an ROI figure
to a tiny amount of the money they spend on social media. Just 1 in 5
say they have an ROI figure for at least half of their social media
marketing investments, representing a 23% decrease from 26% of
respondents in 2010. According to a study released by IBM in October 2011, 62% of CMOs cited lack of ROI certainty as a barrier to using new technology, while 68% reported feeling unprepared for social media.
Problems with Measurement Down, But Remain
The proportion of companies responding to the Econsultancy survey
that say they are unable to measure the value they have received from
social media investment has dropped 21% from 2010, yet remains at a
significant 37%. For those that feel confident measuring social media
value, the results are mixed: 20% report social media to be less
valuable than other marketing activities, up 18% from 17% of respondents
in 2010, while a similar proportion (19%) say the value is greater than
other marketing activities, up 27% from 15% of respondents in 2010.
The supply-side findings are similar, though slightly more
encouraging: the proportion of agencies who say their clients are unable
to measure social media value has fallen 38%, from 34% to 21%. Among
those who measure value, 23% say they see a greater return from their
social media marketing activities, virtually unchanged from 2010, while
21% see comparably less value, up 24% from 17% in 2010. One-third of
agency respondents say their clients see similar returns than other
marketing activities, up 38% from 24% in 2010.
Investment Increase Planned
Although many respondents struggle with social media ROI and value
measurement, the vast majority of companies (79%) and supply-siders
(87%) plan to increase their spending over the next year. The proportion
of companies who expect their level of investment to remain the same
has risen 25% from 16% in 2010 to 20% this year.
Site Traffic Main Metric
2
in 3 companies report that direct traffic to their site is one of the 3
most important metrics used to assess social media activity, roughly
double the proportion to attribute that importance to brand awareness
(34%) and customer engagement (33%). Compared to 2010, the proportion
signaling sales to be a top 3 metric has tumbled 48%, from 29% in 2010
to 15% this year. By contrast, sales (30%) and leads (23%) are far more
important to supply-side respondents, although direct traffic (69%)
remains the top metric among them also.
According to the Q2 2011 Quarterly Digital Intelligence Briefing from
Adobe and Econsultancy released in July 2011, 91% of marketers believed
social media traffic volume to be an important metric, although just 31% reported currently measuring the value of that volume.
About the Data: The Econsultancy report is based on an
online survey of more than 1,000 respondents, carried out in September
and October 2011. Respondents included client-side marketers (or PR and
online communications specialists) and supply-side respondents working
either independently or for a range of different types of agency or
technology vendor.
http://www.marketingcharts.com/direct/social-media-roi-not-well-understood-20055/
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Finance brands face Asia test
SINGAPORE: Financial brands in Asia need to adapt their business models to reflect the increasingly important role digital media is playing in the lives of their customers, a study has argued.
McKinsey, the consultancy, surveyed 20,000 people in 13 regional markets, breaking out results for the advanced markets of Australia, Hong Kong, Japan, Singapore, South Korea and Taiwan.
Across all the featured nations, customer visits to bank branches had declined by 27% since 2007, the first contraction on this measure since the company began tracking such activity in 1998.
In the more developed nations featured, participants engaged with their bank in some form or another an average of six times a month, a total that has remained largely stable.
However, the way they did so has been subject to change, as digital channels like the web and mobile are utilised 3.2 times a month, whereas branches and the telephone scored 2.6 on this measure.
More specifically, 51% of banking transactions in the six mature markets now happen digitally, compared with 44% in branches. When including ATMs, the first of these figure climbs to 65%.
A further 27% of contributors stated a preference for opening new savings or basic investment products digitally, an expansion of five percentage points from 2007.
The amount of people agreeing they were less keen to utilise a branch for this purpose had also grown by six percentage points.
A majority of contributors in the six mature markets used at least five channels – from branches and call centres to the web and word of mouth – when researching savings and investment products.
This figure stood at 1.7 for completing transactions and 1.8 for accessing customer services. Over all three stages of the banking process, just 21% of customers now use only one channel.
McKinsey concluded the move towards making such decisions without the involvement of banking staff was gaining pace.
"It is likely to take seven-to-ten years for the digital adaptors to reach the self-first state, and about three to five years for those in the multichannel markets to do so," it said.
Data sourced from McKinsey; additional content by Warc staff, 16 December 2011
McKinsey, the consultancy, surveyed 20,000 people in 13 regional markets, breaking out results for the advanced markets of Australia, Hong Kong, Japan, Singapore, South Korea and Taiwan.
Across all the featured nations, customer visits to bank branches had declined by 27% since 2007, the first contraction on this measure since the company began tracking such activity in 1998.
In the more developed nations featured, participants engaged with their bank in some form or another an average of six times a month, a total that has remained largely stable.
However, the way they did so has been subject to change, as digital channels like the web and mobile are utilised 3.2 times a month, whereas branches and the telephone scored 2.6 on this measure.
More specifically, 51% of banking transactions in the six mature markets now happen digitally, compared with 44% in branches. When including ATMs, the first of these figure climbs to 65%.
A further 27% of contributors stated a preference for opening new savings or basic investment products digitally, an expansion of five percentage points from 2007.
The amount of people agreeing they were less keen to utilise a branch for this purpose had also grown by six percentage points.
A majority of contributors in the six mature markets used at least five channels – from branches and call centres to the web and word of mouth – when researching savings and investment products.
This figure stood at 1.7 for completing transactions and 1.8 for accessing customer services. Over all three stages of the banking process, just 21% of customers now use only one channel.
McKinsey concluded the move towards making such decisions without the involvement of banking staff was gaining pace.
"It is likely to take seven-to-ten years for the digital adaptors to reach the self-first state, and about three to five years for those in the multichannel markets to do so," it said.
Data sourced from McKinsey; additional content by Warc staff, 16 December 2011
http://www.warc.com/LatestNews/News/Finance_brands_face_Asia_test.news?ID=29211
Friday, December 16, 2011
Report: The Rise of Smartphones, Apps and the Mobile Web
December 15, 2011
Nielsen’s State of the Media: The Mobile Media Report
provides a snapshot of the current mobile media landscape and audiences
in the U.S. and highlights the potential power of mobile commerce in
the near future.
Key findings:
- The majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively);
- The majority of smartphone owners (62%) have downloaded apps on their devices and games are the top application category used in the past 30 days;
- The number of smartphone subscribers using the mobile Internet has grown 45 percent since 2010;
- 87 percent of app downloaders (those who have downloaded an app in the past 30 days) have used deal-of-the-day websites like Groupon or Living Social;
- Younger groups text the most. In Q3, teens 13-17 sent and received the most text messages (an average of 3,417 each month).
This report draws from a broad range of Nielsen data sources,
including: Nielsen’s in-depth monthly surveys of mobile consumers (more
than 300,000 consumers surveyed each year); Device metering data from
the iOS and Android smartphones of thousands of consumers who have
volunteered to be a part of our research panel; detailed, monthly
analysis of the cellphone bills for 65,000 lines in the U.S., again,
thanks to volunteer panelists.
http://blog.nielsen.com/nielsenwire/online_mobile/report-the-rise-of-smartphones-apps-and-the-mobile-web/
Branding: How It Works in the Social Media Age [INFOGRAPHIC]
Branding and social media — they seem to go together so well, yet
they’re both widely misunderstood. While social media can serve as a
gigantic megaphone for your brand, social media tools such as Facebook
and Twitter can also give a company a golden opportunity to shoot itself
in the figurative foot.
How are people using social media to interact with brands, and how
are companies using the power of social media to reach more customers?
Who is most receptive to brands on Twitter? How about on Facebook?
It’s time to shed some light on branding and social media, and to do that, AYTM Market Research
surveyed 2,000 Internet users, randomly chosen from its huge built-in
online panel. The researchers asked a variety of questions about how
Internet users like to get updates about brands, where they like to hang
out online, the kinds of people brand managers can expect to encounter
in the social media universe, and whether prospective customers prefer
to interact with brands on social media.
Thursday, December 15, 2011
Viacom expands in Asia
SINGAPORE: Viacom, the media group, is ramping up its activity
throughout Asia, pursuing strategies ranging from producing localised
content to building links with successful broadcasters.
Indra Suharjono, Viacom International Media Networks' managing director, North and Southeast Asia, has been charged with strengthening leading brands like MTV and Nickelodeon.
"We are in the midst of creating what we call an Asian orbit, which would be the hub to produce content for Asia," she told the Asia Media Journal. "We are putting out tests to produce in various countries to help us make the right decision."
Among the nations under consideration are China, Japan and Singapore, with this new unit's emphasis likely to fall on major projects, and material that can be shown in several markets.
Shibuhara Girls, a reality series from MTV Japan following the lives of two models and two singers, was a domestic hit and was made available in China, South Korea, Taiwan, Singapore and Malaysia.
"Localisation is very important. But I don't produce cheap shows with local faces and call it local production," said Suharjono. "In fact, it kills me when I see shows that have been localised badly."
Currently, India delivers 61% of Viacom's revenues, with North Asia and Southeast Asia on 13% each, and Greater China posting 7%, meaning significant room for growth remains in many markets.
As part of its expansion drive, Viacom has formed a tie-up with Chosun Media Group in South Korea. It has also established a joint venture with SBS, one of the top three broadcasters in South Korea.
"Most of their content does really well outside Korea," said Suharjono. "It is my plan to bring MTV Korea outside Korea as well."
Looking to North Asia, the initial goal is to make further progress in China, Indonesia and Singapore, using a similar model to that in India, where a partnership with Network18 yielded the highly successful channel Colors.
Other deals have been brokered with MNC Group in Indonesia and BHD in Vietnam, as Viacom seeks to ensure that its brands gain tractions elsewhere.
"Nick should be number one in kids and family, MTV should be number one in youth and music," Suharjono said. "I think we can, but you know what? In the past, no one dared to dream that dream."
Data sourced from Asia Media Journal; additional content by Warc staff, 15 December 2011
Indra Suharjono, Viacom International Media Networks' managing director, North and Southeast Asia, has been charged with strengthening leading brands like MTV and Nickelodeon.
"We are in the midst of creating what we call an Asian orbit, which would be the hub to produce content for Asia," she told the Asia Media Journal. "We are putting out tests to produce in various countries to help us make the right decision."
Among the nations under consideration are China, Japan and Singapore, with this new unit's emphasis likely to fall on major projects, and material that can be shown in several markets.
Shibuhara Girls, a reality series from MTV Japan following the lives of two models and two singers, was a domestic hit and was made available in China, South Korea, Taiwan, Singapore and Malaysia.
"Localisation is very important. But I don't produce cheap shows with local faces and call it local production," said Suharjono. "In fact, it kills me when I see shows that have been localised badly."
Currently, India delivers 61% of Viacom's revenues, with North Asia and Southeast Asia on 13% each, and Greater China posting 7%, meaning significant room for growth remains in many markets.
As part of its expansion drive, Viacom has formed a tie-up with Chosun Media Group in South Korea. It has also established a joint venture with SBS, one of the top three broadcasters in South Korea.
"Most of their content does really well outside Korea," said Suharjono. "It is my plan to bring MTV Korea outside Korea as well."
Looking to North Asia, the initial goal is to make further progress in China, Indonesia and Singapore, using a similar model to that in India, where a partnership with Network18 yielded the highly successful channel Colors.
Other deals have been brokered with MNC Group in Indonesia and BHD in Vietnam, as Viacom seeks to ensure that its brands gain tractions elsewhere.
"Nick should be number one in kids and family, MTV should be number one in youth and music," Suharjono said. "I think we can, but you know what? In the past, no one dared to dream that dream."
Data sourced from Asia Media Journal; additional content by Warc staff, 15 December 2011
http://www.warc.com/LatestNews/News/Viacom_expands_in_Asia.news?ID=29206
App-Happy with Android: The Most Popular Android Apps by Age
December 12, 2011
Facebook and apps from Google like Gmail and the Android Market are the most popular smartphone apps among Android owners 18 years and older in the U.S. according to Nielsen’s latest research on smartphone usage. To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analyzed usage data from its proprietary device meters on the smartphones of the thousands of consumer panelists who agreed to be part of Nielsen’s ongoing Smartphone Analytics research.
Staying Social
Facebook’s popular app is the most active among Android owners 18-24 and 25-34, who both hover at around an 80 percent active reach. Additionally, more than three quarters of users 35-44 used the app recently as well.
Google’s YouTube app gets heavy usage from Android smartphone owners 18 -24: 64 percent have used it in the past 30 days, compared to 56 percent and 51 percent of 25-34 and 35-44 year olds. A preference for media apps with a social dimension (e.g. Words with Friends) among the 18-24 set is also reinforced by their sizable usage of music and video apps (e.g. Pandora) compared to older demographics.
Play Time
Not just for the kids, the ubiquitous game, Angry Birds, appeals more to those 35-44 when compared to other age groups: 35 percent of them have used the app in the last 30 days, while only 22 percent of those 18-24 and 29 percent of 25-34 year-olds launched the game.
Apps and More for Sale
Apart from gaming, the 35-44 segment demonstrates a greater inclination to shop using the Amazon AppStore: 24 percent of them used the app in the last 30 days, while only 14 percent of those 18-24 did the same. Groupon appeals more to those 25-34, not even making the top 20 ranking for those 18-24. A similar trend was found on Google+: active reach was higher for those 25 and older when compared to the 18-24 demographic.
http://blog.nielsen.com/nielsenwire/online_mobile/app-happy-with-android-the-most-popular-android-apps-by-age/
Facebook and apps from Google like Gmail and the Android Market are the most popular smartphone apps among Android owners 18 years and older in the U.S. according to Nielsen’s latest research on smartphone usage. To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analyzed usage data from its proprietary device meters on the smartphones of the thousands of consumer panelists who agreed to be part of Nielsen’s ongoing Smartphone Analytics research.
Staying Social
Facebook’s popular app is the most active among Android owners 18-24 and 25-34, who both hover at around an 80 percent active reach. Additionally, more than three quarters of users 35-44 used the app recently as well.
Google’s YouTube app gets heavy usage from Android smartphone owners 18 -24: 64 percent have used it in the past 30 days, compared to 56 percent and 51 percent of 25-34 and 35-44 year olds. A preference for media apps with a social dimension (e.g. Words with Friends) among the 18-24 set is also reinforced by their sizable usage of music and video apps (e.g. Pandora) compared to older demographics.
Play Time
Not just for the kids, the ubiquitous game, Angry Birds, appeals more to those 35-44 when compared to other age groups: 35 percent of them have used the app in the last 30 days, while only 22 percent of those 18-24 and 29 percent of 25-34 year-olds launched the game.
Apps and More for Sale
Apart from gaming, the 35-44 segment demonstrates a greater inclination to shop using the Amazon AppStore: 24 percent of them used the app in the last 30 days, while only 14 percent of those 18-24 did the same. Groupon appeals more to those 25-34, not even making the top 20 ranking for those 18-24. A similar trend was found on Google+: active reach was higher for those 25 and older when compared to the 18-24 demographic.
http://blog.nielsen.com/nielsenwire/online_mobile/app-happy-with-android-the-most-popular-android-apps-by-age/
Tuesday, December 13, 2011
Research Reveals 'Social Media Variance' Between Customers, Marketers
By Marisa Peacock
(@marisacp51)
Dec 9, 2011
We continually talk about how to keep customers
engaged after they “like” or follow you online. A new study by that
Chief Marketing Officer Council sheds some light on the issue. According
to the “Variance in the Social Brand Experience” study, consumers
expect to be offered unique experiences, savings and promotions as a
continuous part of their social engagement.
Social Media Variance is an Understatement
The CMO Council research
targeting both marketers and consumers was conducted in partnership
with Lithium, a leading provider of social customer solutions. What they
found may give marketers a run for their money. But it may also inspire
them to integrate social media into their overall marketing efforts.
According to the study, among the 120 marketers surveyed, 52% said
their brands have enjoyed greater influence thanks to their presence in
social networks, while only 17% said that social media is fully meshed,
aligned and integrated into the overall marketing mix. Doing that is
not as easy as it sounds, however.
Consumers want to feel valued by their social brand engagements
and are increasingly turning to peer communities for reviews,
conversations, shopping selections, product assistance and lifestyle
advice. So how do marketers keep up so that customers feel valued, while
maintaining costs and expectations so that engagement converts into
revenues?
Getting on the same page is a good start. The study points out some
obvious incongruencies between what consumers want and what marketers
think they want.
What Consumers Want:
- Be eligible for exclusive offers (67%)
- Have the opportunity to interact with other customers who share a consumer’s own experiences (60%)
- Gain access to games and contests (65%)
What Marketers Think Consumers Want:
- To be heard (41%)
- News or information about products (40%)
- Incentives or rewards (33%)
- Special savings or experiences exclusive for followers (27%)
Such differences beg the question — do marketers use social media as
consumers? Social media or not, the expectations outlined by customers
aren’t that different from what any customer experience should provide.
Additionally, feeling valued isn’t just about receiving special
discounts and exclusive offers. It’s also about being listened to. The
majority of consumers expect answers within 24 hours; in fact only 12%
are willing to wait days for resolution of support issues, while 22% of
consumers want instant gratification and 19% are looking for resolution
within hours.
These insights lend itself to the community manager discussion.
Many readers asked whether the tasks of the community manager would be
expected to carry over into other positions within the enterprise. Such
results indicate that the line between marketing and community
management is blurring already, but curiously, marketing departments
seem slow to adapt.
Social customer service
is not high on the list of priorities for marketers still looking to
solidify their social strategy. The study showed that only 4% of
marketing respondents are leveraging social media to provide faster
handling and better customer care.
The ball is in the marketers' court, but if they don’t play well
under pressure, customers won’t sit around and will move on to companies
who can deliver what they want, when they want it and where they want
it.
http://www.cmswire.com/cms/customer-experience/research-reveals-social-media-variance-between-customers-marketers-013783.php
How Digital Increases Your Business
Many companies ask: “Is digital marketing really for us?
Isn’t social media a marketing gimmick that targets youngsters?”
However, the question to ask is no longer “Should we?” because it is
rapidly becoming a ‘We must’.
The question from this companies should be asking is “How do we use digital to our benefit?”
The notion of digital tends to being correctly associated with
websites, Facebook or Twitter pages. Digital is not this simple. It is
about enabling a two-way discussion and engaging your target audience on
an interactive level through the use of new technologies and
approaches that are based on the age-old marketing recipe.
While it is an effective way to connect with your audience at a
tactical level, the real power of digital lies in the impact it can make
on your organization and brand. Through technology and innovation, it
necessitates an adaption of the organization structure, process and
business model. For example, a magazine would now explore selling online
advertising. A company dealing in after-sales would integrate social
media listening with the call center. A company dealing in CRM and
loyalty programs would include content personalization and 1:1
capabilities. HR departments would change job descriptions for
recruitment and add training for staff, to ensure employees are able to
deal with digital. It impacts companies at the core, but currently, in
ways companies have yet to completely integrate.
In parallel, digital plays a critical role at every step of the sales
funnel. From customer acquisition to lead generation to conversion, it
is an incredible way to engage customers in a much more interactive
manner while driving them towards your campaign goal. However, digital
should not be used as a ‘copy-paste’ of the traditional marketing
activity – merely putting up a picture of your product on your Facebook
page is simply…useless. Social media is about creating a unique
opportunity to attract, involve and communicate with customers – you
listen to and have a genuine conversation with them, not blast and spam
customers with promotions.
Finally, the power of digital goes beyond a single tactic. From
mobile technologies, search and listening tools to social media
ecosystem such as platforms, blogs, micro-publication, forums, sharing
tools, social media enablers, digital OOH, augmented reality, 3D, cloud
computing, touch technology….. you name it…. technology is an amazing
way to meet the customer needs: it makes their life easier and gives
them better and faster access to your product and brand.
It is the marketer’s dream and an extremely powerful way for
companies to measure, track and learn about their campaigns such that
they are able to adapt and modify them to increase the ROI or ROMI and
achieve the desired target. Marketing is finally getting back it’s
science and is able to prove how a $1000 margin can be generated from a
$100 investment.
Digital makes it possible for companies to target individuals like
never before. A printed DM, magazine or book can now be 100% built
around the recipients! It is not only the digital outcome but also the
treatment of marketing that can lead to traditional offline mechanics.
For example, RF technology gives you the opportunity to track what your
customers are doing, buying and liking. As a brand, you are now able to
customize your entire portfolio to their needs and increase your sales
by increasing the conversion rate or reducing the acquisition costs.
Digital goes beyond websites and when harnessed upon, has a real, measurable, and positive impact on your sales.
http://www.seovancouvercompany.com/wp-content/uploads/2011/06/Online-Advertising-Campaign1.jpg
http://blog.campaignasia.com/gregorybirge/how-digital-increases-your-business/?eid=22&edate=20111212&utm_source=20111212&utm_medium=newsletter&utm_campaign=daily_newsletter
Monday, December 12, 2011
Ringing in the Holidays, Consumers Call out iPhone 4S Most in Online Buzz
December 9, 2011
Mobile phones continue to be much-discussed as we head into the holiday season—with iPhone leading the pack. NM Incite,
a Nielsen/McKinsey company, found that the iPhone 4S has been the most
frequently mentioned smartphone in terms of online buzz on blogs,
message boards/groups, Twitter and Facebook, and online news posts,
capturing 40 percent of online buzz about smartphones from July through
December 2011. The iPhone 4S was introduced October 4.
Combined with Apple’s other best-selling handsets, the iPhone 4 and
iPhone 3GS, Apple phones accounted for nearly two-thirds of all mentions
about smartphones between July through December 2011. A handful of
Android phones such as the Samsung Galaxy Nexus, Droid Bionic, and HTC
Evo series phones attracted substantial buzz leading up to the holiday
shopping season, accounting for nearly a quarter of buzz.
BlackBerry models took in 10 percent of the buzz, led by the
BlackBerry Bold series which was the third-most mentioned handset with
over 6 percent of online buzz about these top smartphones.
Methodology: Using a list of the top 20 recently acquired smartphone
handsets during the 3rd quarter, as well as a handful of recently
released handsets such the Samsung Galaxy Nexus and Apple’s iPhone 4S,
Nielsen looked at online buzz mentioning these smartphones from July –
December 2011 posted in blogs, message boards/groups, public posts on
Twitter and Facebook, and online news sites.
http://blog.nielsen.com/nielsenwire/online_mobile/top-smartphones-by-buzz/
B2B Marketers Struggle With Compelling Content
41% of
B2B marketers say that producing the kind of content that engages
prospects and customers is their biggest content marketing challenge,
representing a 14% increase from 36% of respondents in 2010, according to
[download page] a December 2011 study by MarketingProfs and the Content
Marketing Institute.
Data from “B2B Content Marketing: 2012 Benchmarks,
Budgets & Trends” indicates that respondents are also grappling
with two challenges that go hand in hand: producing enough content
(20%), and having the budget to produce enough content (18%). A lack of
buy-in from higher-ups in the company (12%), producing a variety of
content (7%), and having the budget to license content (1%) are primary
challenges to relatively fewer B2B marketers.
Budgets Are a Challenge, But Spending to Increase
Although 1 in 5 B2B marketers cite having sufficient content
marketing budgets as their primary challenge, data from the study
indicates that content marketing spending is on the rise. Although
roughly 26% of marketers’ total budgets are allocated to content
marketing efforts this year, the same as in 2010, this year 60% of
respondents indicate they will increase spending on content marketing in
2012, compared to just 3% that say they will decrease their spending
levels.
The average amount of budget spent on content marketing appears to
vary significantly by company size, with a negative correlation between
size and budget share. For example, companies with fewer than 10
employees spend 34% of their budgets on content marketing, whereas
companies with more than 1000 employees allocate 20% of their budgets.
Meanwhile, outsourcing also appears to be on the rise: whereas in
2010 only 55% of marketers used outsourcing in some capacity, this year
that proportion has risen to 62%. When seeking out the right vendors to
support content marketing, marketers use a variety of resources, with
the biggest increase from last year seen in the use of consultants (32%
vs. 27%) and the biggest decrease found in the use of trade shows as a
venue to find support (20% vs. 26%).
Brand Awareness, Customer Acquisition Lead All Goals
Brand awareness and customer acquisition are content marketers’ top
goals, cited by 68% of survey respondents. Lead generation (66%) and
customer retention/loyalty (61%) follow closely, with website traffic
(56%), engagement (55%), and thought leadership (55%) also goals for a
majority of marketers. Almost half cite sales as a goal, while just 39%
report using content marketing for lead management/nurturing.
Content marketing goals appear to be fairly unrelated to overall
digital marketing goals: according to a November report from
Webmarketing 123, lead generation (46.4%) is by far the most important objective of digital programs for B2B marketers, outstripping sales generation (22.2%), brand awareness development (15.3%), and site traffic generation (11.1%).
Web Traffic Top Success Indicator
Although web traffic is not a top goal among content marketers, it is
the leading indicator of success, cited by 58% of respondents. Sales
lead quality (49%) follows, while direct sales, sales lead quantity,
qualitative feedback from customers, and SEO ranking are measurement
criteria to roughly 4 in 10. The least popular indicator of success is
inbound links, cited by 30% of marketers.
According to the November Webmarketing123 study, the vast majority
(73.9%) of B2B digital marketers use web traffic as a measurement of
campaign success, ahead of lead generation (69.2%) website click-through
rate (64.7%), and sales (62.5%).
About the Data: A total of 1,092 B2B marketers worldwide
(the majority from North America) responded in August 2011 to the
MarketingProfs survey, which was mailed electronically to a sample of
marketers from among members and subscribers of MarketingProfs and the
Content Marketing Institute. The marketers represented a full range of
industries, functional areas, and company size.
http://www.marketingcharts.com/direct/b2b-marketers-struggle-with-compelling-content-20268/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink
Friday, December 9, 2011
Why some companies fear social media
Social media has been embraced by millions of companies around the
world. But amongst the digital converts there are a number who actively
avoid, and fear, engagement with social media for a number of different reasons. Sometimes these fears are unfounded and other times they are not.
Fear number 1 : People ‘might’ say bad things about us.
Chances are people have already been saying bad things about you for a
while. Ever heard of a feedback survey which scored 100% for every
question? Highly unlikely.
There are really only two options here: bury your head in the sand
and pretend nothing is being said or, use social media to actively
listed to what people are saying about you and participate in the
conversation. Consumers like brands who occasionally talk to them,
rather than at them.
Fear number 2: Someone will say something bad and it will go ‘viral’
It’s hard to guess what will go ‘viral’ at the best of times and if
the winning formula was so easy then many people would be doing it. The
reality is it’s hard to predict what content will gain traction and go
viral so its not as a big a worry for most companies.
One of the most useful features of social media is the ability to
disseminate and share information instantaneous with a large number of
people. Whilst negative content travels fast, if not faster than good,
the social media space if forgiving and ever changing. Today’s viral
content will be long forgotten in a few days. Don’t believe me? Check
out your Twitter stream to see how fast the content is changing.
Fear number 3: There’s limited control.
Actually, there’s probably more. A skilled community manager
will be able to steer (almost) any conversation in the direction you
desire. Not being present in social media conversations is not having
control. And a well built online community will eventually start to
regulate your space for you — without a skilled manager having to guide
the flock back to your promised land.
Fear number 4: We don’t have time to do social media.
This fear might be justified in some circumstances. There’s nothing
more frustrating than social media accounts that have been
enthusiastically set up and then abandoned. Although, some forms of
social media take less time to maintain than others. A Facebook page
seems to be most realistic option for most companies, but be sure to do
some research to find out if your target audience use Facebook. Twitter
requires a higher level of contribution to actively participate in
conversations and keep up-to-date with trending topics. Videos and blogs
require a serious commitment to plan, create and publish interesting
content which will keep readers coming back.
Fear number 5: It’s too difficult to measure ROI, so we just won’t bother.
This is a subject still hotly debated in the digital world. What does
ROI mean in social media terms? “Likes”, follows, comments and
subscriptions don’t necessarily equal sales or valuable conversations. A
number of recent improvements have been made to social media platforms
and Google analytics to measure the way fans engage with pages. If
you’re not sure where to begin, start by measuring something
straight-forward, like followers or “likes” and then drill down later on
this data to examine insights and other engagement metrics.
Developing any online community takes time and requires a commitment
to ongoing resources and content generation, without both there is a
real fear the page will stagnate and fail to appeal to the target
audience. Before over emphasising risk, start by ensuring there is a
social media strategy and resources committed to growing an online
community.
http://www.socialmedianews.com.au/5-reasons-some-companies-fear-social-media/?utm_source=dlvr.it&utm_medium=twitter
http://www.socialmedianews.com.au/5-reasons-some-companies-fear-social-media/?utm_source=dlvr.it&utm_medium=twitter
Social Media Has Low Impact on TV Viewing Decisions
Just
5% of social media users aged 13-54 say that social media is very
important to them in deciding whether to watch a new TV program,
although an additional 24% say that is it somewhat important, according to
a report released in December 2011 by Knowledge Networks. Data from
“Social Media and Program Choice” indicates that Gen Y adults are the
most likely to be influenced by social media, as more than one-third
report the channel to be either somewhat (30%) or very (5%) important in
their TV viewing decisions.
Overall, the
average respondent had their viewing influenced by social media for just
4% of the new Fall programs they were aware of.
Opinions of Friends and Reviewers Are Most Influential
Of the respondents that indicated a greater interest in new Fall
programming as a result of social media, the leading content type to
drive interest in a program is positive comments from friends they know
offline as well as online (57%). Positive comments from reviewers (44%)
and positive comments from friends respondents only know online (29%)
are the two other leading categories, ahead of a show’s interesting
Facebook page/interaction (25%) and the number of likes or followers the
show has on Facebook or Twitter (23%).
The leading social media content types that make respondents less
interested in a program are negative comments from reviewers (42%),
negative comments from friends respondents know offline as well as
online (38%), and negative comments from friends respondents only know
online (30%), ahead of a show’s boring/inactive Facebook page (26%) or
Twitter feed (13%).
1 in 3 Ever Interact With TV
Meanwhile,
34% of the respondents ever “Friend,” “Like,” or “Follow” a TV program
or network, while 36% sometimes or regularly read about a TV program or
network on a social media site and 26% post or comment about a TV
program or network. According to the report, those who “Friend,”
“Follow,” or “Like” TV networks or programs are more likely to be
younger, women, and heavier social media users. The leading reason for
interacting with a TV program or network is to stay up to date (48%),
closely followed by showing support for the show (45%).
Usage for Media Decisions Increases
Social media use as a resource for media decisions has risen across
the board since 2009, although regular use remains at low levels,
according to the report. This year, 9% of respondents report regularly
using social media sites or features for information, reviews, or
recommendations about TV programs, up from 5% in 2009. A further 36% say
they sometimes use social media sites or features for those purposes,
up from 27% in 2009.
Primetime TV Viewers Go Online, But For Unrelated Purposes
35% of all respondents report going online while watching primetime
TV most or every evening, with Gen Y adults (38%) leading the way. Just
7% overall say they never go online while watching TV in the evenings,
although Gen Y adults (9%) also lead in this category.
However, TV viewers’ online forays appear to be unrelated to the
programs they are watching: just 3% say they regularly visit the website
of a program they are watching on TV, while a further 21% say they
sometimes do so.
Social media usage during primetime viewing appears to be even less
popular: only 19% of respondents use social media while watching
primetime TV most or every evening, led again by Gen Y adults (24%). By
contrast, almost 4 in 10 Gen X adults report never using social media
while watching TV in the evening.
According to a February 2011 study by Deloitte, 42% of US TV viewers go online while watching TV, while 29% talk on cellphones or mobile devices and 26% send instant messages or text messages.
About the Data: The Knowledge Networks results are based on a
survey of 1,015 qualified respondents aged 13-54 who reported any video
consumption in a typical week. The survey was conducted September 27 -
October 3, 2011 via a 20-minute survey.
http://www.marketingcharts.com/television/social-media-has-low-impact-on-tv-viewing-decisions-20270/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink
Thursday, December 8, 2011
Lanskap Media Digital Indonesia
Pada
segmentasi umur, rentang usia 15 sampai 19 tahun menjadi pengguna
internet terbesar di Indonesia. Kelompok usia ini mengambil porsi
sebesar 55% dari seluruh pengguna internet Indonesia.
Jumlah pengguna yang mengakses internet setiap hari mencapai 32%.
Namun, jumlah ini masih kalah dengan jumlah pengguna yang mengakses
internet beberapa kali dalam seminggu.
Empat dari lima aktivitas online teratas di Indonesia, berasal dari berbagai aktivitas yang dilakukan lewat situs-situs jejaring sosial.
Facebook masih menjadi tujuan utama orang Indonesia saat mengakses
situs-situs berfitur halaman pribadi. Youtube dan Twitter menempati
peringkat kedua dan ketiga dengan perbedaan yang tidak terlalu
signifikan di antara keduanya.
Desktop PC dan telepon
seluler masih menjadi primadona sebagai perangkat yang digunakan untuk
berselancar di dunia maya. Keduanya berbagi pangsa pasar sebesar 42% dan
43%.
Smartphone dan notebook/netbook menjadi perangkat yang paling diinginkan oleh orang Indonesia. Sementara keinginan atas desktop PC masih cukup tinggi dan setara dengan keinginan atas tablet PC. Ditemukan pula sebuah kecenderungan, bahwa semakin kecil perangkat, maka semakin diinginkan perangkat tersebut.
http://salingsilang.com/baca/2265
Wednesday, December 7, 2011
Penggerak Kepuasan Pelanggan
Kepuasan
pelanggan ditentukan oleh persepsi pelanggan atas performance suatu
produk atau jasa dalam memenuhi harapan pelanggan. Pelanggan merasa puas
bila harapannya terpenuhi atau akan sangat puas bila harapan pelanggan
terlampui. Pertanyaan yang fundamental adalah apa sebenarnya yang
membuat pelanggan puas ?
Selama dua dekade ini, driver dari kepuasan pelanggan ini tidak
habis-habisnya dibahas. Ribuan atau bahkan puluhan ribu artikel baik
yang bersifat teoritis maupun praktis mencoba mengulas driver yang
menjadi kepuasan pelanggan.
Berdasarkan studi literatur terdapat lima driver utama kepuasan
pelanggan. Driver Pertama adalah kualitas produk.
Pelanggan puas kalau setelah membeli dan menggunakan produk tersebut,
ternyata kualitas produknya baik. Kualitas produk ini adalah dimensi
yang global dan paling tidak ada 6 elemen dari kualitas produk yaitu
performance, durability, feature, reliability, consistency, dan design.
Pelanggan akan puas terhadap televisi yang dibeli bila menghasilkan
gambar dan suara yang baik, awet atau tidak cepat rusak, memiliki banyak
fasilitas, tidak ada gangguan, dan desainnya menawan. Pelanggan puas
dengan motor yang dibeli bila mesinnya dapat dihandalkan, akselerasinya
baik, tidak ada cacat, awet, dan lain-lain.
Driver yang kedua adalah harga. Untuk pelanggan yang sensitif, biasanya harga murah adalah sumber kepuasan yang penting karena mereka akan mendapatkan value for money
yang tinggi. Komponen harga ini relatif tidak penting bagi mereka yang
tidak sensitif terhadap harga. Untuk industri ritel, komponen harga ini
sungguh penting dan kontribusinya terhadap kepuasan relatif besar.
Kualitas produk dan harga seringkali tidak mampu menciptakan
keunggulan bersaing dalam hal kepuasan pelanggan. Kedua aspek ini
relatif mudah ditiru. Dengan teknologi yang hampir standar, setiap
perusahaan biasanya mempunyai kemampuan untuk menciptakan kualitas
produk yang hampir sama dengan pesaing. Oleh karena itu, banyak
perusahaan yang lebih mengandalkan driver yang ketiga yaitu service quality.
Service quality sangat tergantung dari tiga hal yaitu system,
teknologi dan manusia. Faktor manusia ini memegang kontribusi sekitar
70%. Tidak mengherankan, kepuasan terhadap kualitas pelayanan biasanya
sulit ditiru. Pembentukan attitude dan perilaku yang seiring dengan
keinginan perusahaan menciptakan, bukanlah pekerjaan mudah. Pembenahan
harus dilakukan mulai dari proses rekruitmen, training, budaya kerja dan
hasilnya baru terlihat setelah 3 tahun.
Sama seperti kualitas produk, maka kualitas pelayanan juga merupakan
driver yang mempunyai banyak dimensi. Salah satu konsep service quality
yang populer adalah ServQual. Berdasarkan konsep ini, service quality
diyakini mempunyai lima dimensi yaitu reliability, responsiveness,
assurance, empathy dan tangible.
Untuk beberapa produk yang berhubungan dengan gaya hidup seperti
mobil, kosmetik, pakaian, driver kepuasan pelanggan yang keempat yaitu Emotional Factor
relatif penting. Kepuasan pelanggan dapat timbul pada saat mengendarai
mobil yang memiliki brand image yang baik. Banyak jam tangan yang
berharga Rp 200.000, mempunyai kualitas produk yang sama baiknya dengan
yang berharga Rp 10 juta. Walau demikian, pelanggan yang menggunakan jam
tangan seharga Rp 10 juta bisa lebih puas karena emotional value yang
diberikan oleh brand dari produk tersebut. Rasa bangga, rasa percaya
diri, simbol sukses, bagian dari kelompok orang penting dan sebagainya
adalah contoh-contoh emotional value yang mendasari kepuasan pelanggan.
Driver kelima adalah berhubungan dengan biaya dan kemudahan
untuk mendapat produk atau jasa tersebut. Pelanggan akan semakin puas
bila relatif mudah, nyaman dan efisien dalam mendapatkan suatu produk
atau pelayanan. Banyak nasabah mungkin tidak puas dengan pelayanan di
cabang-cabang BCA karena seringkali antrian yang panjang. Tetapi,
tingkat kepuasan terhadap BCA secara keseluruhan relatif tinggi karena
persepsi terhadap total value yang diberikan BCA relatif lebih tinggi
dibandingkan dengan pelayanan bank-bank pesaing. Customer value ini, ini
banyak didukung oleh jumlah ATM-nya yang sangat banyak. Produk tabungan
BCA mungkin tidak terlalu istimewa bagi sebagian nasabahnya dan bahkan
suku bunganya relatif rendah, tetapi jumlah nasabah tabungannya masih
besar karena driver yang kelima ini.
Dengan mengetahui kelima driver ini, tentulah tidak cukup bagi
perusahaan untuk merancang strategi dan program peningkatan kepuasan
pelanggan. Langkah berikutnya, adalah mengetahui berapa bobot
masing-masing driver dalam menciptakan kepuasan pelanggan. Ada beberapa
industri dimana faktor harga sangat penting, seperti industri yang
bersifat komoditas. Produk-produk seperti media cetak, koran, tabloid
dan media cetak, kualitas produk sangatlah dominan. Bila bicara industri
hotel, rumah sakit atau perbankan, maka kualitas pelayanan tentulah
sangat dominan.
Kontribusi driver ini juga dapat berubah dari waktu ke waktu untuk
suatu industri. Pada saat krisis, suku bunga adalah komponen penting
dalam mempengaruhi kepuasan. Saat ekonomi membaik dan tingkat suku bunga
hampir sama untuk semua bank, maka komponen kualitas pelayanan menjadi
driver kepuasan pelanggan yang paling penting.
Besarnya bobot setiap driver ini, relatif mudah diketahui
dengan melakukan survei pasar. Dalam survei, pelanggan dapat ditanyakan
secara langsung mengenai kepuasan mereka dan tingkat kepentingan dari
masing-masing driver tersebut dalam mempengaruhi kepuasan mereka setelah
menggunakan suatu produk atau jasa.
Tuesday, December 6, 2011
Inspiration Gallery Advertising
Most designers seek inspiration in the initial stage of a project to get
their creative juices flowing and/or to get updated with the latest
trends in graphic design. In this post I would like to share some of the
great designs that have inspired me in some way and hopefully something
will inspire you as well.
Suddeutsche ZeitungHut Weber - Its the hat
los inrockuptibles
Who are the stars of tomorrow?
Nova 96.9
Nova 96.9
Darty - High quality printing
Avoid disappointing results...
Avoid disappointing results...
Awaken the genius within
Arno - Huge processing power
Beer Point
Room 13
The most beautiful football is only in HD
Pepper Spray
http://www.stumbleupon.com/su/1tzIQh/www.fromupnorth.com/2010/09/inspiration-gallery-118-advertising/
How TV and Entertainment have evolved (infographic)
December 4, 2011 | Dean Takahashi
Microsoft’s Xbox 360 game console will be able to deliver 40
different TV entertainment services, the company said today. That means
the console will offer a full slate of games, movies, TV and music.
Users will be able to control the system with voice commands via the
Kinect motion-sensing system.
For Microsoft, this is the biggest advance with the Xbox Live
entertainment service since 2009, when it added Netflix movie streaming.
When you stop and think about it, TV and entertainment have come a long
way. Check out the following infographic (courtesy of Microsoft) of how TV and entertainment have evolved over the years.
http://venturebeat.com/2011/12/04/how-tv-and-entertainment-have-evolved-infographic/
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