Posts Tagged ‘viral marketing’
Apple’s iPad may well appeal across the board, but what kinds of people are most likely to buy one? Well, someone has done a spot of research and come up with an infographic providing the answer.
Whether it’s a barely-talking toddler who seems to be able to know exactly how to operate the thing, or someone in their twilight years for whom desktop computers were always just too darn tricky, the fact is that Apple’s popular iPad appeals to many types.
Data management firm BlueKai took it upon itself to take a closer look at which kinds of people would be more likely to purchase the device. Through its research, illustrated in a neat infographic at the bottom of this page, it found that an iPad buyer is most likely to be male, a fan of video games and a pet owner. It’s hard to find a connection between pets and iPads but it’s likely that it’s those video game players who are helping to push up iOS mobile gaming revenue to record levels.
Falling into the ‘highly likely to buy an iPad’ category are scientists and health care workers, as well as domestic business travelers (keeps them busy on the plane), international travelers (ditto), apartment dwellers, proponents of organic food and vitamin takers.
Other information included in the demographic included comScore’s discovery that 45.9 percent of tablet owners live in households earning in excess of $100,000 per year. Additionally, research by Nielsen showed that 70 percent of all iPad use takes place in front of a television.
The iPad is proving a huge success for Apple, which sold more than 11 million of the devices during the most recent quarter for which data is available. Precisely how many of those belong to male, pet-owning gaming fans isn’t currently known.
Provided by Trevor Mogg
There’s bad news and good news about the way consumers interact with brands on social media.
The bad news? When customers complain on social media, those complaints can tarnish your brand’s name for a wide audience faster than ever.
The good news? Just as complaints travel at light speed thanks to social media, so do compliments.
If you think you’re not “on” or “doing” social media, you’re wrong. Your company may not be active, but I guarantee your fans and your non-supporters are there. Because of this, it is the brand’s responsibility to create a social media experience that can turn a dissatisfied customer into a raving fan.
To help your brand do this, here are seven ways to create a memorable customer experience on social media.
1. Give Your Customers a Place to Talk
Some companies are afraid to set up Facebook pages because they allow customers to comment, which means someone might write something negative. It seems counterintuitive, but you should actually wantcustomers to complain on your company’s Facebook page. If your customers are complaining about you on their personal, privacy-protected Facebook profiles, you have no way to know if they’re complaining, much less reach out to them and make it right.
When customers complain on your brand’s Facebook page, you can respond and resolve issues. If you do it right (and get a little lucky), unhappy customers will turn their opinions around and recommend you to friends because of your fantastic customer service.
2. Integrate Social Media Into Your Customer Service
Neglecting your social media properties when they’re full of customer complaints is suicide for your brand. It’s like publishing a customer service hotline phone number that no one ever answers. (Except worse, because the whole Internet can see your negligence.)
Don’t open up the floor for complaints without a plan to handle them. Predict the complaints you may get and construct policies for replying to them. You should also plan on responding to fans who compliment you. At the very least, you should thank customers for the compliment. But if you really want to make customers happy, show happy customers your appreciation with coupons or other rewards.
3. Activate Your Existing Customer Base
Most brands have more customers than they do Facebook fans and Twitter followers. Start building your social media fan base by reaching out to your current customers — after all, they already “like” your brand in real life.
Think about how you currently contact your customer base and how you can use those communication channels to draw customers to your social media properties. For example, you could run a contest or promotion on Facebook and then include that promotion on your product’s packaging, in your next email, and in any touch point you have with your customers.
4. Be Proactive
Don’t just wait for someone to post on your wall or tweet your account. It’s especially easy on Twitter to monitor for mentions of your name and reach out when someone has a problem, even if they haven’t mentioned your account. Set your brand apart by proactively interacting with customers who are talking about your brand, whether you’re thanking them for a compliment or helping them solve a problem.
Think about why your customers use social media sites like Twitter — it’s because they want to “connect” and to have a voice out there. Make them happy that someone, most importantly your company, is listening to what they have to say.
5. Reward Influencers
Find the social media influencers for your audience and give them extras. This could be as simple as giving them advance notice of a special promotion, or complex as giving them a free trip and tour of your facilities. For example, check out what Musselman’s apple sauce did for its blogger network. Making people feel special will help turn them into advocates for your brand. Reward your brand ambassadors when they least expect it and you’ll see some pretty phenomenal results.
6. Create Compelling Content
Give your fans something of value on your page. For example, Nordstom’s “Beauty Central” on Facebook provides a ton of relevant, useful content. You can do something similar to this in every industry. If you’re a movie producer, post behind-the-scenes photos, and if you’re a bank, write money saving tips. It’s hard to get people to engage with your brand when you don’t have anything interesting to say. Every brand can (and should) create quality content.
Social media can be a channel to make customers or followers feel special, like they’re in an exclusive club with your brand because they follow you. Make them feel this exclusiveness whether you have ten social media fans or 100,000.
7. Stand Out From the Crowd
Some of the most memorable social media experiences are created by going beyond text. This can be as complex as Starbucks’s Pumpkin Picture app, or simple as using voice applications to let your brand’s spokesperson actually speak to your fans. The more interactive and engaging your social media presence, the better. In part, social media is a little anti-social because there can be a lot lost in plain text. By giving your fans a true voice on social media, or encouraging participation through photos and videos, you humanize the experience that much more. You’ll be doing so when most of the other companies out there aren’t really participating effectively this way.
Provided by Dave Toliver
As first reported by Brand Republic, Manchester United, the English Premier Football Club has announced that it will launch its own social network for its identified target of more than 500 million worldwide fans. Brand Republic says MU wants the new network to ”drive engagement with the club’s fans and tap into Asian markets, where Manchester United has a strong following and smartphone use is growing rapidly”.
Manchester United has hired SapientNitro, an integrated marketing services company as its global digital agency to handle its digital strategy, digital marketing communications and online experience. Over the past several years, SapientNitro has tackled marketing and technology for clients such as ADT, Air Canada, AT&T, Burger King, Carnival Cruises, Citi, Coca-Cola, Condé Nast, H&R Block, JCPenney, Kraft and Mercedes AMG.
Our friends at Simply Zesty write, “The site marks a huge step for the team, who have consistently embraced social media. No specific features of the site have been revealed, so it’s not clear yet how much the site will act as a replacement for Facebook or Twitter activity. It has been revealed however, that the site will have an extensive video offering, with exclusive behind-the-scenes clips and content from players.”
But wait, why not just use Facebook and Twitter since it’s where the fans are anyways? Simply Zesty points out, “It shows that as companies become more sophisticated in their use of social media, that sometimes Facebook won’t do the job.” My guess? Manchester United wants to leverage its own ad network and sponsorship opportunities for brands. (=$$$)
Interestingly enough, our TNW editor Paul Sawers points out that Manchester United is actually quite low down on the list of Twitter Influence when ranked against other European Football teams, as they have yet to post a single tweet from their official Twitter account. Also, I’m unsure how Manchester United plans to get 500 million fans to sign up for its yet-to-launch platform when it can only convince 20 million out of Facebook’s 800 users to follow it on an existing social network.
Provided by Courtney Boyd Myers
Microsoft has released a concept video showing its vision of the future. Spoiler alert: cell phones are going to get thinner.
Want to watch another concept video of what the future might be like? You’ve come to the right place. Two days ago, Microsoft’s Office YouTube channel released a video showing what productivity might be like in the future. Oddly, there aren’t many Office or Microsoft logos around and the interfaces of most devices don’t really look like Windows, though they all seem to use the Windows Phone fonts and simplistic style.
In Microsoft’s vision, all screens are as thin as a sheet of paper, cell phones are just a slice of glass, everything has holographic displays, you can flick documents from one object to another, and even desks and car windows have built in screens. The question is, do we want to live in a world like this? It seems a bit sterile.
Provided by Jeffrey Van Camp
If you’re buying a car, do you check Facebook? Or do you read up on Kelley Blue Book values and scour the company website for every spec, from horsepower to miles per gallon? What about music — do you check Top 40 radio charts or scope out what your Facebook friends are actually listening to on Spotify?
Social media has infiltrated the purchasing funnel, helping consumers make informed decisions, from what to have for lunch to where to go on vacation. Depending on the decision, sometimes you turn to your social graph, and sometimes you turn to Google. So, as a brand marketer, you want to know what online channels you should be targeting in order to reach the perfect audience for your product.
But regardless of what kind of consumer you’re trying to reach or what you’re selling, your SEO better be top notch — search is the most important influence on the web.
The infographic below, featuring data from M Booth and Beyond, analyzes the differences between high and low sharers and various purchasing decisions, helping brands to understand how should be targeting consumers.
What kind of consumer are you? Let us know in the comments below.
Provided by Lauren Drell
Nokia has released a video showing the manufacturing process for its sleek N9 phone, which may be the first Nokia Windows Phone.
Tomorrow, Nokia is expected to unveil its first round of Windows Phone 7.5 handsets. It’s very likely that one of them will look a lot, or identical, to the star of this video: the Nokia N9. The N9 is Nokia’s first, and last, smartphone running on MeeGo, a fledgling operating system that has already been replaced by a new open-source project called Tizen.
We’re not sure why Nokia made this video, but with a little bit of narration it could easily be featured in an episode of How It’s Made on the Discovery Channel. Watch the camera hold being drilled by a machine and the screws being inserted manually by engineers. We have to say, though its screen is a bit small at 3.7 inches, the N9 is a good looking phone. We hope that one of Nokia’s offerings is the N9 and that the company is able to get decent distribution here in the United States.
The video is below, courtesy of Nokia’s YouTube channel. Find out more about the N9 here.
Provided by Jeffrey Van Camp
Dubbed the “anti-Facebook,” newly launched social network Unthink aims to free users from the bonds of corporate money-making by giving them complete control over their personal data.
There’s a new social network in town, and it bills itself as everything Facebook’s not. Unthink.com, which opened up registration today for an initial round of beta users, says it is the “anti-Facebook,” and vows to give users complete control over their personal data.
Unthink, which is based in Tampa, Florida, came out swinging, with a manifesto that vows to “emancipate social media,” along with a promotional video that literally says “FU” to Facebook andGoogle+ for making money by “spying – yes, spying” on users and bombarding users with ads, among other grievances.
According to Unthink chief executive Natasha Dedis, the idea for a new kind of social network came to her in 2007, when her son asked to join Facebook. After reading Facebook’s terms and conditions, as well as the terms of MySpace (which reigned king of social media at the time), Dedis said in an interview with SixEstate that she realized that these companies were operating under a business logic that was “totally irrational and exploitative.”
“…I felt that they were basically taking my son hostage,” said Dedis. “He was giving them a perpetual license to do whatever they wanted, they could change the terms at any time. So I thought, ‘Oh my god, in the real world, no business could ask its clients to enter into such a legal relationship. So how is this even legal on the Web?’ It just baffled me.”
Unthink attempts to tackle the exploitation problem in a number of different ways. First, Unthink makes all user data private by default. Users may then allow others to see the information they want public, and keep private anything they want private. Next, Unthink doesn’t sell user data to companies. Instead, users can choose to have specific brands “sponsor” their pages. Any users who don’t want corporate sponsorship can pay a $2-a-year fee to use the service. In addition, Unthink users may choose how brands communicate with them via a section that’s totally separate from their regular information stream.
As we see it, Unthink faces an inconceivably difficult uphill battle against Facebook and Google+. At the same time, however, Unthink’s servers are, at the time of this writing, completely overwhelmed by the bombardment of traffic headed to the site today. While some may see that as evidence that the company is unprepared for the big leagues, it at least shows that people are interested in a Facebook alternative – something we saw in droves with the launch of Google+.
We’ll definitely be exploring Unthink more in the coming days. In the mean time, check out Unthink’s in-your-face promo video, and let us know what you think of, er, Unthink:
Provided by Andrew Couts