Bulmers: Facebook fans are worth £3.82 more than non-fans
"What is the value of a Like?" is understandably still a common question. There's some interesting coverage regarding Facebook Fan value at the moment, the 'ROI of social media' is always a hot topic, after all.
Research conducted by TNS and We Are Social, working with Bulmer's Cider, found that brand preference was higher in Facebook fans than the control group - and that fans were more likely to pay more and recommend Bulmers to others. Sounds fairly obvious so far, yet Bulmer's wanted to know the actual ROI, something tangible, which is what makes it interesting. This is an outline of the methodology which aimed to look at the value generated by fans of the brand.
The research, unveiled at…
Using RACE to structure your social analytics
Social analytics is still relatively new and yet there are already many tools offering to give you the insights to empower your marketing.
Often, these tools won't give you a full picture of how your social media marketing is contributing to your business since they only look at one channel like Facebook. As I work with clients, I find you need to use a range of tools and integrate the data to provide a unified report. As with everything in analytics, 20% of the data will generally give you 80% of the answers you need. So it's necessary to identify the "measures that matter". In this post I'll outline the process and measures I use at First 10 to enable the required level of analysis for our clients.
It all starts with…
Lady Gaga’s Littlemonsters.com crowns her social media empire
Lady Gaga is renowned for her prolific following in Twitter (near 27m) and Facebook (52m Likes), Google+ (near 3m) - as well as Tumblr and recently her first pic on Instagram. Let’s not forget there’s also a plethora of fan sites and endless coverage in mainstream and niche media. If that weren’t enough “Mother Monster” (that’s what her fans call her) has opened her own social network fresh from private beta testing - you can see it here: Littlemonsters.com. We think it can help all marketers think differently about social media marketing...
What is it all about?
I’m not going to review the site in-depth (you can see stuff like that here), but suffice to say that it’s now the official community hub for the Gaga brand. Anyone with a…
Tools and tips to bridge and enhance online/offline live events
This post by Lisa Harris, Nicole Beale and Graeme Earl reports on the findings of our Social Media in Live Events (SMiLE) action research project.
The project is looking at real and virtual communities interacting around a ‘live’ conference.
Our focus is to show the learning points from this experience that can be applied improve the effectiveness of future events
Research methodology
Before, during and after the event we monitored a range of social media tools to track how the tools were used by real and virtual delegates. We expected the tools to be used for information recording and sharing, network building and profile raising.
During the event we carried out interviews with conference participants about their experiences and interactions via Twitter, Storify, Flickr, Vimeo, LinkedIn, Facebook, QR codes and Corkboard.…
How does your Facebook engagement compare and how can you improve it?
For Facebook company pages, Tabs or Views have always been one of the most important ways to engage an audience more deeply. This can be through a Gated Like page (example); competitions encouraging Email or loyalty club opt-in (example) or games to name but three.
New data from Facebook analytics company Pagelever has shown the impact of the time line since it was introduced on 30th March this year. It also gives a useful benchmark for the level of engagement you should be getting:
The analysis is based on data across 500+ pages that had over 10,000+ fans.
The key insights from this report are:
Average tab views per visit are relatively low (now 0.06/6%). This gives a benchmark to compare with and a conversion rate within Facebook marketing to work…
Use Social Crawlytics to compare social sharing with competitors
Following on from our post last week showing tools for comparing competitors' use of online marketing, Dan Barker recommended I take a look at Social Crawlytics, a tool for benchmarking social media that I hadn't seen. I've completed a quick review, so this alert gives some background on the tool and you can decide whether it's relevant for you.
Our review of Social Crawlytics
Value: [rating=4]
Recommended link: Social Crawlytics
This is a free, simple tool that is aimed at showing you how popular your content based on how much it is shared across the main social networks as Likes, Tweets and +1s. It’s produced by Brighton-based SEO Yousaf of Elevate Local (@yesekand) and I think is a great effort given it doesn't have the backing many services have.
Although it’s free, it’s based on credits and I found myself…
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July 9, 2012
H&M show how to engage an audience with Google+
Google has just produced a great new case study on how H&M are using Google+.
H&M are a useful example to look at to learn approaches to marketing in Google+ since it has been successful in building a relatively large audience of nearly 1 million followers.
Miriam Tappert, Global Social Media Manager at H&M, explains the objectives for setting up the brand’s Google+ page were simple;
“To be where our customers are, have a dialogue and share the latest fashion.”
This case illustrates a couple of core digital marketing principles:
1. Ensure you track your target audience's media consumption patterns and establish a strong presence in those media
2. Tailor your content to each medium, while maintaining integration with the wider communication strategy. Following the media neutral planning rule 'play to each medium’s strengths' optimises message relevance and effectiveness.
H&M uses Google+ to engage its audience
H&M has integrated…
New report shows the level of amplification you should expect from Facebook
I’ve written before that “fans are vanity, engagement is sanity” in relation to Facebook brand pages. A new joint report, The Power of Like 2: How Social Marketing Works produced by comScore and Facebook has been published that further stresses the effectiveness of engaged fans to a brand’s return on investment. It states
“While the vast majority of large brands today have an active social media presence, there continues to be an over-reliance on simple counting of Facebook Fans as a key performance metric.”
Whilst I am inherently sceptical of any report funded by a platform which stands to benefit financially from many of the activities it recommends, there are some genuinely useful data and insights in this report. It also digs a little deeper into Facebook’s Insights data – available to any Page owner and specifically references the metrics that…
Scribblers shows how content marketing can be integrated into the Facebook timeline and website to help generate sales
I think case studies are a great way to learn; to discover techniques to improve marketing. In this example, we look at how online retailer Scribblers blends Facebook, email and web as one part of effective use of social media marketing.
About the case study company
Scribblers is a successful online retailer supplying calligraphers throughout the world with stock and advice ‘to meet all their calligraphy needs’. You can read a more detailed version of this case study also.
Scribblers uses an integrated mix of digital communication channels to reach and engage its niche target market. A combination of Facebook advertising and social marketing, occasional specialist magazine articles and shows, and a continuous presence in search using Google Adwords and SEO, is effective in driving new visitors to its website hub and Facebook…
An introduction to increasing visibility in Google for your Facebook page
Value/Importance: [rating=4]
Recommended link: Free Distilled SEO for Facebook Guide
Our summary of the Distilled advice on Facebook page SEO
We thought we’d flag this new guide on Facebook from Distilled since it gives some good free, basic advice on how to increase the visibility of your Facebook page in Google. It’s NOT a guide for SEOs, rather it’s an introduction for business owners.
You can download a short PDF at the link above which summarises this video:
…
