Social Technographics Customers Profile

If you are looking for doing customer profile on Social Media campaign, you may use this data tool from Forrester. It quite interesting. Forrester's Social Technographics® classifies consumers into six overlapping levels of participation.

Features of this profile:

- For an explanation of these groups (Creators, Critics, etc.), see a presentation
- Bars indicate the percentage of the selected demographic that are in each Social Technographics group.
- The white marks indicate the same percentages for the whole population of the country selected.
- The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.
The message "No data available" appears when you request a profile for which our survey samples are not large enough to provide a reliable answer. This occurs for age groups in Japan, Metro China, and South Korea. To see profiles in these countries, set the Age to "Not specified".

Social Media Revolution

There are some Social Media revolution which significant to our digital life. You can see summarize as following.

• By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
• Social Media has overtaken porn as the #1 activity on the Web
• 1 out of 8 couples married in the U.S. last year met via social media
• Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months. Who will be next?
• If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia
• Yet, some sources say China’s QZone is larger with over 300 million using their services (Facebook’s ban in China plays into this)
• comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network
• 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
• 1 in 6 higher education students are enrolled in online curriculum
• % of companies using LinkedIn as a primary tool to find employees….80%
• The fastest growing segment on Facebook is 55-65 year-old females
• Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama
• 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences?
• Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
• The #2 largest search engine in the world is YouTube
• Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
• There are over 200,000,000 Blogs
• 54% = Number of bloggers who post content or tweet daily
• Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
• If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
• Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
• 25% of search results for the World’s Top 20 largest brands are links to user-generated content
• 34% of bloggers post opinions about products & brands
• People care more about how their social graph ranks products and services than how Google ranks them
• 78% of consumers trust peer recommendations , Only 14% trust advertisements
• Only 18% of traditional TV campaigns generate a positive ROI, 90% of people that can TiVo ads do. Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009 , 25% of Americans in the past month said they watched a short video…on their phone
• According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available. 24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.
• In the near future we will no longer search for products and services they will find us via social media
• More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.
• Successful companies in social media act more like Dale Carnegie and less like David Ogilvy Listening first, selling second
• Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser

10-step for successful social media

This below is the idea about 10-step for successful social media. You can use this adapt into your campaign.

1. You have to listen to/observe what the target audience is doing in social media. What they interesting / what topic that they most discuss and what website they referring to.

2. Create a “social object” that is relevant to the

brand and of genuine interest.

3. Segment the target into tribes. Give them

something they can join. We cannot convey the same message to all people, we need to segment it and convey the right message to right people.

4. Allow them to engage via their preferred

platform of choice—create multiple interfaces

to your community. Some people love video, some people crazy in photo, we can let them what they prefer that will give them unlimited ideas.

5. Make the experience better when shared. Make the people feel good experience when they are engaging, don't make them fear , such as over-throw messages and some scam things.

6. Optimise your content for sharing—particularly via newsfeeds and Twitter. To be remember that, Newsfeed and Twitter, people pull information, if there are lot of content which duplicated or not interesting, people will stop pulling that and you will loss that group of people.

7 . Use paid-for media to get the ball rolling. Advertising & PR will help pushing the campaign and let people aware of the campaign message. It should be integrated communication, most important thing, it must be the same big idea as social media that people will interest in one topic.

8. Take advantage of extreme targeting offered by social networks.

9. Make sure you have the resources to manage your community management and refresh the content.

10. Track the results and optimise. It is most important thing to do that you will measure how effective of campaign when you run the social media campaign.

Eye Tracking Study 2009

I have found this presentation of Eye Tracking Study in 2009 , that focus on Social Website like Facebook, Twitter, Youtube.com that we can see how user behavior when they are using social media site. For this research , It will answer you this question. "Will people click the ads in social networking sites?

- The study found that 65% of participants engaged with sponsored ads within the first 10 seconds of their search.
- Scan paths do not follow the order of the search result positions. Often, sponsored ads were looked at before the third or fourth result.
- There is not a significant difference in fixation duration across the first four results or sponsored ads on both Facebook and YouTube.
- 50% of participants were satisfied with their brand search on Twitter. Many liked that they could find the most current opinions about a product.

New Twitter Toyota Community

Toyota creates a new Twitter-oriented microsite called Harmony Tweets that is being used to promote the Toyota Prius.
In Harmony Tweets homepage displays recent tweets on a Google Map that are pulled in from the microsite's three 'communities'. The communities display a real-time stream of tweets in the categories of Inspiration, Giving and Prius.


They also have given the credit to Federated Media who built this platform. Federated Media (FM) is a next generation media and publishing company that connects the highest-quality conversational content with leading brand marketers. FM represents more than 100 of the world’s most respected websites, blogs, and social networking applications. With a unique combination of quality, safety and scale, FM leverages deep, long-term relationships with brand marketers and advertising agencies to create cost effective and meaningful media and marketing executions. Learn more at www.federatedmedia.net.

Time Consumer Spending with Media

I just have reviewed the recent research paper from Forrester about Consumer Online Behavior that are some interesting points as following.

- While the 18-29 year old set spends the most time online (although by just 2 hours per week over the 18-43 year old set) the type of usage varies greatly.

- Overall the usage of the various media is steadying over the past 5 years with the largest change happening on the Internet. If you are the newspaper, radio or magazine business, though, the term ’steadying’ may need to be replaced with the word ‘disconcerting

- The Internet is mostly an extension of what someone is / or does offline. If you watch a lot of TV offline you are either moving from the couch to the desktop or maybe you’re just too lazy and you are putting your laptop on your lap on the couch but guess what you are doing either way: watching TV.

- Social networking isn’t just for Gen Yers anymore. Double-digit growth numbers for the use of online social networking sites proves that the phenomenon has moved well beyond the realm of college students.

Finally Microsoft & Yahoo! agree on search platform partnership

Yesterday (Wednesday) it is another big day of Internet Industry as Microsoft & Yahoo set up conference call to announce the deal. It is 10-year deal gives Microsoft its best shot yet to show its new search technology, Bing, is as good as or better than Google's. Microsoft also hopes to use Yahoo to divert sales from Google, which generates more than $20 billion a year from ads. During the first five years of the deal, Yahoo! will get to keep 88-percent of the ad revenue from its own search sites and will be able to sell ads on certain Microsoft Web sites, as well, becoming the exclusive force behind Microsoft's advertising sales initiatives.

For this deal , Microsoft will gain access to Yahoo's audience would instantly more than triple Bing's U.S. market share to 28 percent. That's still a far from the remarkable 65 percent of U.S. searches handled by Google, according to the research firm comScore Inc.

This deal will make the cons to Yahoo as Yahoo will have limited access to the data on users' searches, which yield insights that can be used to pick out ads more likely to pique a person's interest. The value of that information is why Microsoft wants to process more search requests.

You can also view what will be about Yahoo Deal overview shown below.

I also found funny logo about this search deal as well.

Online Shopping in Facebook

Today I have found the creativity idea of 1-800-FLOWERS.COM which set up the store front page in Special Offer page in Facebook. If you are not the Fan yet, it will look like this image that you can see only feature product and leads to their website.

Then, I click to become a Fan of 1-800-Flowers.com , then I see the page has been changed to this .

That's cool! That we can interact to product without leaving facebook. 1-800-FLOWERS.COM has teamed up with ad network / app developer Alvenda to bring its store to a potentially massive audience on Facebook (although only some 1530 people have become a fan of the florist shop’s Page so far).

Twitter 101 Special Guide for Business

Today Twitter has unveiled Twitter 101 (A Special Guide) that explain what Twitter is and how businesses can use it, along with case studies of a few companies that use Twitter. They show Dell, Jetblue, Pepsi, etc. as case study about how to adapt Twitter to communicate with customers and generate sale from Twitter post. Also they have Best Pratice for marketers as well. Let's check it out full information at here : http://business.twitter.com/twitter101

Basic differences in perceptions of online media by men and women

There are some interesting about perception from Men and Women of the social media and online media consumption. I have found some interesting information as following.

- Men on Twitter would always write a statement. Women have a larger tendency to ask a question or to convey a feeling that draws empathy or compassion.

- 63 per cent of Facebook users are men, with a growing membership of women, aged above 55.

- Andrew Robertson of BBDO said there are three fundamental differences between men and women. Men are more about scoring, fantasy and destination. "This is why, men enjoy online games much more than women. In fact, 84 per cent of virtual reality players are men."

- 63 per cent of women in the UK complain that men spend too much time playing online games.

- Women are about relationships, reality and journeys. They are more interested in checking emails, interacting with friends and family members and blogging. Twenty-five per cent of women said blogs have reduced the time they spend on reading magazines. More women post profile pictures on Facebook with friends