Entries Tagged 'Social Networks' ↓

Very interesting post from WOMMA of an article that I missed from Jack Loechner last week from the Center for Media Research. 36.2 Million Women Actively Participate in the Blogosphere Weekly. Of the 36.2 million women who are active in the blogosphere each week, 15.1 million of them publish posts of their own, and 21.1 million read and comment, according to new research from BlogHer. As evidence of their passion for blogging, 55% of the women surveyed reported that they would give up alcohol in order to keep their blogs, 50% said they would give up their PDA, 42% said they’d give up their iPod, 43% would give up reading newspapers or magazines — but only 20% said they’d part ways with chocolate.

 Blake Cahill

Visible Technologies 

Both Mike and I have been talking about Charlene Li and Josh Bernoff’s, at the time, up-coming book groundswell lately. This highly anticipated book really solidifies the importance and power of social media, which we are all actively working to understand, define, and harness.

While I was at the Forrester Marketing Forum last week I was able to pick up a copy as well as a couple signatures from the authors. Returning to Seattle I was bombarded with requests to borrow my new book. Being that my signed copy may eventually put a child through college I went over to Amazon (just down the street) and picked up 25 copies for the office.

Congratulations Charlene and Josh on a great addition to the growing library on social media and technologies.

Blake Cahill

Visible Technologies

I am not sure how this one slipped by me late last week but thought I would share the update from the IPA in the UK. Effective on the 26 of May 2008 certain activities will become a criminal offense when the Consumer Protection from Unfair Trading Regulations becomes effective.

Seeding positive messages about a brand in a blog without making it clear that the message has been created by, or on behalf of, the brand will be an offense. Using “buzz marketing” specialists to communicate with potential customers in social situations without disclosing that they are acting as brand ambassadors will be an offense.

Seeding viral ads on the internet in a manner to suggest you are an ordinary member of the public will also be an offense. Legal Director at the Institute of Practitioners in Advertising (IPA) Marina Palomba warned agencies and marketing departments that not assessing their activities could lead to hefty fines and potential prison sentences. She said, “If advertisers and their agencies ignore the ethics of responsible advertising, the damage to the advertising and marketing industry generally will be considerable, undermining all commercial messages, their effectiveness and the self regulatory systems.”

This is one of the foundational elements and principles of the Word-of-Mouth Marketing Association based in Chicago with affiliates in the UK and my company. Marketers globally are continuing to understand and embrace transparent conversations with consumers - it is the only way to have dialogue otherwise governments will begin to regulate as we are seeing happen in the UK.

Blake Cahill

Visible Technologies

Charlene Li and Josh Bernoff, of Forrester and Groundswell fame, are conducting a session about the groundswell that is affecting brands and companies. The four step approach to the groundswell for companies and brands is to think in term of the following acronym “POST” (People, Objective, Strategy, and Technology). To tap into the groundswell there are a couple of groups that can benefit from leveraging social media such as: Researchers for “Listening”, Marketing for “Talking”, Sales for “Energizing”, and Support for “Supporting”. Their is a big need for brands and companies to develop two-way conversations/dialogue with customers in order to fully leverage the value with social media.

A variety of examples about social media engagement/viral video like the tried and true “blending i-phone”, but a great new example of how Ernst & Young is engaging to aid recruitment strategies and P&G are approaching things very differently to engage with consumers. Charlene’s examples were to highlight the new ways of talking and engaging with customers via social media. Josh is up now and is covering the “Energizing” portion of the session. Examples highlighted Friskers and Brides.com. And a great overview of Dell and Lionel Menchaca’s team, who we are proud to support with our TruCast technology. The punchline is listen, learn, get started, don’t try to boil the ocean, focus, pilot, engaged and then replicate.

Blake Cahill

Visible Technologies

Two of the world’s largest PR agencies - Edelman and Ketchum - have released comprehensive studies that contain numerous insights related to social media and a variety of other worldwide corporate and media trends.

Edelman’s “8th Annual Trust Barometer” takes a global look at corporate trust and credibility. Some of the more interesting findings from my perspective include:

• More people in Brazil, Russia, India and China use social media for company information than here in the states;
• Google is moving up the ranks as one of the most trusted sources for corporate information, right up there with CNN and the BBC;
• Social networks ranks among the lowest in providing credible information about a brand in the minds of most consumers; and,
• young people seem to show higher levels of trust in business than older influential consumers.

Ketchum’s Report, “Media Myths and Realities” focused more on media usage than corporate trust. It’s key findings included:

• the way professionals communicate is out of sync with the way consumers use media;
• communicators need to include focusing on connecting with individuals in addition to mass media channels;
• consumers in emerging markets are setting the pace for media use; and,
• social networking sites lag far behind other established media channels and sites in overall usage by consumers.

It’s good to see these agencies and others including social media analysis in these annual reports.

Mike Spataro