Entries Tagged 'Blake Cahill' ↓

Some interesting new data about people who use Twitter from a recent survey that is worth reviewing.

The survey recently conducted by Crowd Science, revealed that Twitter is being accessed from mobile devices to a greater extent than other forms of social media. Twitter users also use social media more in such locations as cars, restaurants and restrooms. 11% of Twitter users admitted to accessing social media while driving during the preceding 30 days, compared with just 5% of other social media users. And 29% of Twitter users said they had accessed social media from cars at some point in the past, compared with 13% of non-users.

The survey found that only 27% of Twitter users tweet daily, while 46% check updates daily. In addition, 24% of Twitters users have never tweeted, or have ceased doing so. According to the survey, 40% of Twitter users access the service via mobile at least sometimes, compared with 32% for Facebook users, and 8% use mobile all the time vs. 3% for Facebook.

In addition to the greater usage while driving, the survey also found that over the past 30 days,

• Twice as many Twitter users as non-Twitter social media users (8% to 4%) had accessed any social media from a theater during a movie or live performance.
• 17% of Twitter users vs. 12% of non-Twitter social media users had accessed social media from a washroom or toilet.
• Nearly three times as many Twitter users as other social media users have accessed social media from restaurants (31% vs. 12%).

Considering the attitudes of Twitter users, says the report, a significant number of social media users use the applications because friends and contacts do (17%), or because stopping or reducing its use would be damaging to their social status (15%.).

32% of Twitter users feel they spend too much time using social media, 22% say they’ve written things on social media that they’ve later regretted, and 16% report that they often neglect important activities to spend time on social media. Yet 25% of Twitter users say social media is their favorite leisure activity, compared with 14% of non-Twitter social media users.

Additional survey results include:

• 41% of Twitter users prefer to contact friends via social media rather than telephone, compared with 25% of non-Twitter social media users,
• 11%, vs. only 6% of those not using Twitter, actually prefer social media over face-to-face contacts
• 14% of Twitter users said they have revealed things about themselves in social media that they wouldn’t under any other circumstances
• 8% admitted to “frequently stretching” the truth about themselves online

Twitter users tend to be older than non-Twitter social media users (54% over 30 years old, vs. 42%),

• They are twice as likely to be self-employed or entrepreneurs (18% vs. 9%)
• 24% vs. 15% “buy gadgets/devices when they first come out,”
• 48% vs. 30% have created a website
• 37% currently maintain a blog, twice as many as non-Twitter social media users

The Crowd Science study was conducted across more than 600,000 visitors to multiple websites between August 5-13, 2009, targeting social media users age 12 and up.

Blake Cahill

Visible Technologies

Today the Federal Trade Commission (FTC) published updated Advertising guidelines calling for increased transparency with respect to online marketing and advertising. Specifically, the FTC made changes to the“Use of Endorsements and Testimonials in Advertising”. In its commentary, the FTC referenced and adopted the Word-of-Mouth-Marketing Association (WOMMA) guidance in several instances, looking favorably upon the Association’s own Ethics Code, and adopting WOMMA’s suggestion that only “sponsored” communications should fall within the scope of the Guides. Therefore, adherence to the WOMMA Ethics Code is a critical first step for businesses and marketers in complying with the updated FTC Guides.

As a active member of the WOMMA ethics group this is fantastic validation of the hard work we have doing with member input over the past year.  Several fundamental principles of WOMMA’s Ethics Code, such as the importance of transparency, disclosure and honesty across all media, are now required by the FTC. The WOMMA organization is a firm believer that the updated Guides will usher in a new generation word-of-mouth of viral and social media marketers who place the highest priority on ethical practices.

Some additional highlights from the WOMMA press release include:

-  WOMMA, President Elect Paul Rand explaining, “The greatest value we can provide to our 400-plus members is helping them navigate the uncharted waters of social marketing. WOMMA takes great pride in not only equipping members with a venerable compliance ‘how-to,’ but also in the collaborative way we went about influencing policy, itself.”

- WOMMA General Counsel Anthony DiResta of Manatt, Phelps & Philips adding, “These new FTC Guides constitute a sea change for certain marketing practices that are widespread and effective in all industry sectors. It’s clear that confusion will result in their application by bloggers and brands alike, and there are even rumblings that legal challenges may be brought. Thus, in this period of uncertainty, meaningful self-regulation and practical clarity are essential.” Diresta makes one point clear for marketers, “Transparency and honesty are essential in communications by consumers or experts in all media formats.

- WOMMA is confident these Guides will also help the Association enforce its own Ethics Code. According to Joe Chernov, chair of WOMMA’s Member Ethics Advisory Panel, the Association’s primary focus is on educating members on best practices; however, it must also ensure its members are adhering to those practices. Chernov concluded, “Marketing ethics is no longer an ideal. It is now a mandate.”

Over the next several months, WOMMA will lead industry discussions on the topic of what constitutes adequate and meaningful disclosure. This dialogue will culminate in November at the association’s annual Summit in Las Vegas, when WOMMA will dedicate educational sessions to help marketers understand and adhere to these new Guides. In fact, Mr. Chuck Harwood, the FTC’s Deputy Director of the Bureau of Consumer Protection, is a featured speaker.

For those in the advertising industry that use word of mouth, viral marketing, or social media platforms, WOMMA’s Ethics Code is an excellent and practical way to evaluate compliance with these new Guides.

Blake Cahill

Visible Technologies

Proposed changes on the horizon to Federal Trade Commission (FTC) guidelines could further impact social media marketing while radically altering some marketers practices of using third-party spokespeople for online brand marketing. Michael Lasky, a senior partner at Davis & Gilbert LLP, a New York law firm that specializes in advertising and communications law says “Agencies and clients, especially those working in the social media space, must understand that the FTC’s efforts to address deceptive practices can create liability and exposure.”

Additions and modifications now under consideration by the FTC are, “Guides Concerning the Use of Endorsements and Testimonials.” It is expected that a final ruling on the Guides will occur sometime later this summer or early fall. Behind the proposed changes is what Lasky terms, “The 10 Commandments of commercial marketing as found in Section 5 of the FTC Act — summed up as — thou shall not commit a false or deceptive practice.” The FTC is working to address this: A blogger or spokesperson’s failure to disclose a fact or event that could alter the consumer’s decision regarding a product or service.

Now, I know some agencies and marketers may have tried this approach of non-disclosure but most cases have been very unsuccessful and actually created more bad that good for the brand in question. The practice of full disclosure for social marketing is really the only way to really operate otherwise it just rooted out as not genuine and in many cases deceptive. I think part of the great value of the social graph is that it self-polices on much of this. Also, organizations like WOMMA publish guidelines and best practices for agencies and marketers in addition to have formal process for grievance filing when tactics are in question.

Brands and agencies should examine the FTC’s efforts understand their meanings and interpretations and to avoid problems down the road. A clear liability can and will arise when and if marketers pay bloggers or provide other “consideration” such as free products and services in return for a favorable post. Disclosure is necessary.

Agencies and clients, if they haven’t already, should adopt written guidelines that come into play when any “consideration” is involved. The guidelines must work explicitly to “make it clear the company wants the blogger to disclose whether any compensation or any other item of tangible value, such as free product, has been received in return for a favorable post or review,” said Allison Fitzpatrick, associate counsel at Davis & Gilbert LLP.

I would encourage agencies and marketer to go the WOMMA site to familiarize themselves with the organization and much of the guidelines and best practices they have organized around this topic.

Blake Cahill

Visible Technologies

April 28th was the first day of the Inbound Marketing Summit, co-located with the Society for New Communications Research’s NewComm Forum in San Francisco, and the event got off to a great start. The panels and presentations featured insight from vendors, practitioners and industry thought leaders on a variety of topics including email marketing, search engine optimization as well as social media monitoring and engagement.

Though the topics of conversation at the event were varied, the key takeaway from the day was singular: that marketers, no matter what industry, need to focus and tailor their energy towards their target audience. Brian Solis, founder and Principal of FutureWorks, made a great point during his panel presentation on using the web to drive exposure and results. He argued any message crafted by a company and delivered to an audience needs to be reverse engineered from a customer’s perspective in order to be effective. The same also goes for brands looking to engage in a social setting; all messages need to be crafted and delivered from the audience’s perspective. The good news is that social media gives companies more direct access to the audience than ever before.

Some other nuggets of wisdom from the conference speakers:

• Darren Guarnaccia, vp product marketing, SiteCore: “Traditional market segmentation isn’t enough anymore. Marketers should now use community as a magnet and microscope.”
• Jay Krall, manager, Internet Media Research, Cision: “When you start to see more online conversation around your brand, you need to automate your brand monitoring.”
• Kelly Shibari, CEO, PrivateXXXStudios: “Marketers need to use social tools to humanize the relationship.”
• Loic Le Meur, CEO, Seesmic: “If your brand isn’t being talked about online, it’s dead.”
• Jason Falls, author, SocialMediaExplorer.com: “Marketers have to treat their corporate website like it’s a magazine.”

That’s the Inbound Marketing Summit in a nutshell. Be sure to check back soon for some one-on-one interviews with Brian Solis, Charlene Li, Jeremiah Owyang, and many other industry greats.

Blake Cahill
Visible Technologies

Thanks to Jordan for compiling with me.

Opening keynote of the 2009 NewComm Forum which is organized by the Society of New Communications Research is kicked off by Charles Best the founder of DonorsChoose.org. Charles was inspired while a social studies teacher in the Bronx to create a place where people could donate to charity online and have the donations directed to classrooms projects in need. They have given us all gift cards for us to donate to a classroom or project in need. He initially invested $2,000 dollars to create the version 1x. Quickly the teachers began posting projects and donors were directing micro-donations to specific projects. Word spread among teachers in the Bronx and Charles became the equivilant of “Robin Hood”. Social Media provides a great platform for charity.

Charles shared some amazing “Citizen Philanthropy” stories. One great story was a partnership with Crate and Barrel to provide customers with gift cards to donate on behalf of CB to whatever classroom project of their choosing. Customer feedback was overwhelming and the purchase/loyalty results proved amazing. Crate and Barrel customers who donated actually spent 16% more and even customers that only opened the mailing with the gift card spent 5% more. Social Media ROI via charitable giving. Some, interesting stats from Charles about donorschoose.org - 74% of donors are new to charitable giving.

Great to see the web and social technologies enabling so much good in this world.

Blake Cahill
Visible Technologies