When surveyed by eVoc, 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand. The study confirms that the most “liked” pages are for food brands, TV shows, music, movies and clothing.

Although the eVoc Insight statistic suggests more than half of consumers are agreeable toward purchasing from the brands on Facebook, consumer behavior suggests otherwise. According to a study from the Ehrenberg-Bass Institute, an Australia-based marketing think tank, just 1% of fans of the biggest brands on Facebook engage with the brands on the site. The Ehrenberg-Bass Institute study looked at Facebook metrics for the top 200 brands, and through an examination of activities such as “likes,” comments, posts and shares, the research group found nothing substantial to link a brand’s Facebook presence with loyalty.

Limited consumer engagement with brands on Facebook suggests there may be a disconnect between the reasons why consumers actually “like” a brand and the reasons brands think consumers are “liking” their page. When the CMO Council asked Facebook users in Q4 2011 about their expectations after “liking” a brand on Facebook, the top expectation (67%) was to be “eligible for exclusive offers.”

However, when the CMO Council asked marketers what they thought it meant when a consumer “liked” their brand page, a quarter of marketer respondents answered, “because they are loyal customers.”

The link between “likes” and loyalty remains unclear. Although consumers respond favorably about their likelihood to purchase from a brand they follow on Facebook, that’s not overly evident from their Facebook timelines. Marketers should keep in mind that for consumers, Facebook remains primarily a place to interact with peers and share experiences. Although many consumers have opened up to brands that are present on Facebook, brand marketers should not expect they’ve earned consumer loyalty simply because a consumer has clicked the “like” button.

For more information CLICK HERE.

In 2007, the Center’s first study of this group and their use of social media was released and revealed that the Inc. 500 was outpacing the revenue based Fortune 500 in their use of social media. For example, at that time, research showed that 8% of the Fortune 500 companies were blogging compared to 19% of the Inc. 500. This difference continued in 2008 with 16% of the Fortune 500 blogging vs. 39% of the Inc. 500. This trend held in 2009 with the Inc. 500 blogging at a rate of 45%, while the Fortune 500 had 22% of its list with corporate blogs. The following year was no different with half of the Inc. 500 blogging and only 23% of the Fortune 500.

The fact that blogging had leveled off among the world’s largest and most profitable companies raised questions about the use of this mature tool. This study indicates that there is now support for the proposition that the use of blogging may have peaked as a primary social media tool in the US business world. The new data shows adoption of blogging is declining for the first time since 2007 among the Inc. 500 companies.

As in the earlier studies, the 2011 study, under the direction of researchers Nora Ganim Barnes, and Ava Lescault is the result of a nationwide telephone survey of those companies named by Inc. Magazine to the Inc. 500 list for 2011. All interviews took place from September to November of 2011. The list was released in the September 2011 issue of Inc. Magazine. In this fifth iteration, thirty-four percent (170) of the Inc. 500 participated, making this research statistically valid at +/- 6%.

This research proves once again that social media has penetrated parts of the business world at a tremendous speed. It also indicates that corporate usage of social media within the Inc. 500 has changed in the past 12 months. We are now seeing the incorporation of new platforms and tools including Facebook, LinkedIn, Twitter, YouTube, texting, downloadable mobile apps and Foursquare while we note the reduction in use of blogging, message boards, video blogging, podcasting and MySpace.

To download report CLICK HERE.

Research from AT&T AdWorks conducted in September 2011 found a majority of marketers and agencies believe audience targeting will completely replace content targeting in the future. But at 60% vs. 40%, that view was far from universal.

One thing advertisers do agree on: They want better targeting. They also believe various ad platforms will evolve to provide it. Those surveyed by AT&T overwhelmingly thought the top way mobile marketing would change in the coming years would be by allowing better targeting.

When the AT&T survey pool was asked about the changes interactive TV would bring to the TV ad marketplace, the second-leading response also rested on ad targeting, with 19% looking to purchase commercials based on audience behavior rather than programming.

For more information CLICK HERE.

While companies are currently looking to reduce spend during the current economic crisis, this survey highlights the importance of customer insight, as over half (56%) of the 1,200 consumers polled felt more loyal to a brand if it takes the time to find out their opinion.

This global survey of consumers provides an unparalleled insight for the marketing community, of what people really think about market research, and what motivates them to impart their valued opinion. This extensive piece of market intelligence polled consumers to ascertain whether market research influenced their attitude towards a brand / company and their preferences regarding survey completion and incentives.

The majority of those surveyed – an even split of men and women – were confident about brands’ motives for carrying out market insight, with 69% believing brands act on the market research results they achieve. In addition, 77% of consumers felt that brands listen more to what consumers want now than they did ten years ago. This was attributed to a number of factors, primarily increased market competition, the economic climate, and a decrease in customer loyalty towards particular brands.

In terms of methodology, new technology was by far the most popular means of undertaking market research, with over 91% stating their preference as ‘smartphone’, ‘web’ and ‘SMS’. Only 4% of those surveyed would choose to undertake market research by mail as their first choice, and just 1% would like to be surveyed over the telephone.

Bo Mattsson, CEO and founder, Cint, comments: “Market research is an extremely useful tool for agencies and brands to ascertain opinions of their products and services. The industry has embraced new technology, which this survey proves to be invaluable, as respondents opt primarily for online surveys or smartphone applications with which to give their opinion. This survey shows that it is as valid a tool as it has ever been, and investing in consumer insight can reap significant rewards in terms of brand loyalty. We would advise any company looking to reduce marketing spend during the current difficult economic climate to continue to invest in market insight, as understanding the needs and preferences of your target market is essential in remaining competitive and successful.”

Other findings include:

Incentives

When asked what made them more inclined to carry out market research for a brand, the
overwhelming majority (55%) stated that money was the most desired incentive, followed by free products (34%) and vouchers (6%).

Sectors

When quizzed on which sector respondents’ believed would benefit most from undertaking
consumer insight, retail companies came out top with 41%, followed by banking (14%), travel (11%) and mobile technology (11%).

Time invested in market research

The majority (40%) of those surveyed stated that they would only spend one to five minutes responding to a survey, and 30% were happy to spend six to ten minutes of their time completing a survey. 13% would be happy to spend over twenty minutes undertaking research.

The survey of 1,193 consumers worldwide was carried out by Cint to mark the company’s rebrand. Cint provides SaaS solutions and market research tools for market research agencies, media and PR agencies as well as partner programs enabling businesses to monetize website traffic and undertake DIY research.

For more information CLICK HERE.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.

Advertising and marketing executives were asked, “If you had to limit yourself to only one social media platform, which of the following would it be?” Their responses:

Facebook — 56%
LinkedIn — 21%
Google+ — 12%
Twitter — 4%
Other — 2%
Don’t know/no answer — 5%

Total — 100%

Executives also were asked, “In your experience, what is the most common mistake creative professionals make when creating online profiles that they use for professional purposes?” Their responses:

Not updating it often enough — 29%
Providing too much information — 24%
Including inappropriate information — 18%
Providing too little information — 16%
Other — 4%
Don’t know/no answer — 9%

Total — 100%

“Those in the creative industry tend to blend their professional and personal lives, including interactions they have online,” said Donna Farrugia, executive director of The Creative Group.

Farrugia cautioned, however, that it’s important to post prudently when business contacts are part of your online network. “Social media profiles have become an important branding and marketing tool for creative professionals. Whether the purpose of your account is purely to connect with friends or drum up referrals and job leads, make sure it paints the best picture of you.”

The Creative Group offers five tips for maintaining a polished and engaging presence on social media sites:

Don’t play the name game. While sites like Facebook and Google+ have guidelines that discourage the use of symbols, numbers or profanities in your username, that doesn’t stop people from coming up with unusual aliases. However, it’s best to stick to your first and last name and select a similar vanity URL that supports your personal brand.

Choose your interests wisely. Just because you’re a fan of reality TV doesn’t mean you have to list every show you watch. No matter how talented you are, a profile that goes into too much personal detail, particularly if those details are unflattering, will work against you.

Share quality content. The average Facebook user has 130 friends, according to Facebook Statistics. You can increase the likelihood others will see your posts by sharing rich content (like photos and videos) as well as information that will elicit comments, likes and shares.

Proof your posts. Always review your status updates and comments before hitting “Enter.” Posts strewn with typos or text shorthand detract from your credibility.

Be a regular. In addition to pushing out interesting content, engage with your online contacts consistently. By commenting on and sharing others’ posts, you’ll build a stronger sense of community.

To download Business Etiquette: The New Rules in a Digital Age CLICK HERE.

These data were then matched with survey responses. And the new findings show that over a one-month period:

40% of Facebook users in our sample made a friend request, but 63% received at least one request

Users in our sample pressed the like button next to friends’ content an average of 14 times, but had their content “liked” an average of 20 times

Users sent 9 personal messages, but received 12

12% of users tagged a friend in a photo, but 35% were themselves tagged in a photo

“The explanation for this pattern is fascinating for a couple of reasons,” noted Prof. Keith Hampton, the lead author of the Pew Internet report, Why most Facebook users get more than they give. “First, it turns out there are segments of Facebook power users who contribute much more content than the typical user. Most Facebook users are moderately active over a one-month time period, so highly active power users skew the average. Second, these power users constitute about 20%-30% of Facebook users, but the striking thing is that there are different power users depending on the activity in question. One group of power users dominates friending activity. Another dominates ‘liking’ activity. And yet another dominates photo tagging.”

To download report CLICK HERE.

When it comes to your agency’s business strategy (positioning), the best place to start is to make sure you’ve struck the right balance between authenticity and aspiration.
Why your agency positioning strategy should not be based on facts

An agency positioning that’s too authentic is too backward-looking, too focused on where the business was instead of where the business is going. On the other hand, a positioning strategy that’s too aspirational is a shot in the dark based more on hopes than abilities.

The best solution isn’t to draw the line right in the middle of the spectrum, but rather to err on the side of aspiration. Your positioning must be looking more to the future than the past; otherwise you’ll be cycling back to the re-positioning process much sooner than you either want or need to.

Effective agency positioning strategies look ahead, not just behind.

A positioning rooted in the future

Here’s another way of looking at it. If you base your agency positioning on current data or information about the industry, you will be defining a position for the present and the past, but not one for the future. Current industry information can only tell you what has happened, not what will happen. Facts don’t predict the future – only a theory predicts the future.

Your positioning should be based not on where the money is, but where the money will be. And to know where the money will be requires that you have a well-founded theory about what will happen in our business and why.


Not just who you are, but who you want to be

The point is that your positioning will not be found as much in the archive of facts about your agency as in the storehouse of knowledge, learning, and expertise in your company that can peer ahead and predict. This is not the equivalent of an “educated guess,” but rather a well-constructed view of the future based on an understanding of the trends that are reshaping our business. A positioning that’s grounded mostly on past performance and past client needs will be true to what you are, but misses the opportunity to define who you want to be.

That is one of the key findings of the global 2012 Digital Influence Index, released today by Fleishman-Hillard International Communications in conjunction with Harris Interactive. With the addition of India, this third edition of the study now includes Canada, China, France, Germany, Japan, the United Kingdom and the United States. Collectively, these eight nations represent more than half of the world’s online population and more than 60 percent of the world’s gross domestic product (GDP).

The Digital Influence Index measures several key aspects of consumers’ Internet usage, from media consumption patterns to involvement in social networking to making choices about politics, healthcare and finance.

“We’re witnessing a sea change in process,” said Dave Senay, Fleishman-Hillard president and CEO. “Today, the collective voice of the Internet is eclipsing the persuasive power of family, friends or colleagues when it comes to influencing purchase decisions. Our survey shows the tremendous opportunity that today’s tech-savvy consumer presents. Marketers need to maximize their online channels to make it easy for consumers to interact with and access information about their brands.”

For the first time on the survey, Canada reported that the Internet is now more influential overall in purchasing decisions than family and friends. Comparatively, in the U.S., the Internet rated about equal in importance (46 percent compared with 47 percent for family and friends). The Internet’s greatest sway was in Asia, where the gap between the influence of the Internet and that of family and friends was 9 percent in China (79 percent to 70 percent) and nearly twice that in India (79 percent to 60 percent).

Four other key findings illustrate the breadth of opportunities for marketers to reach consumers via social networking sites such as Facebook and Twitter, as well as through online gaming and game consoles:

Nearly half of those surveyed (42 percent) currently follow or friend a brand on a social networking site. While the reasons vary widely by country, the overall greatest motivation: to learn more about the brand (79 percent).

Nearly one in five individuals now looks to Facebook to obtain information about a brand or product.

Almost two out of three consumers surveyed use a mobile/smartphone to gain information on a brand, product or destination at least three or four days a week.

Overall, 43 percent of consumers have played a game with other people on a PC, and 28 percent have done so using a mobile device.

This year’s Digital Influence Index produced a total of 11 key insights into the influence the Internet wields in consumers’ lives. A sampling of other findings includes:

Eighty-nine percent of consumers surveyed use Internet search engines to make purchasing decisions, punctuating the need for a strong search engine optimization (SEO) strategy.

Group-buying sites are gaining popularity, with two-thirds of consumers claiming awareness of services like Groupon and LivingSocial – with 60 percent of those respondents belonging to such sites.

When choosing healthcare products and services, 75 percent said they rely on online information.

To download key findings affect consumers’ purchasing decisions worldwide, CLICK HERE.

“The Vox Collective demonstrated a genuine understanding of our company’s priorities,” said Eric Peterson, GM vice president of Corporate Diversity. “At GM we’re focused on making meaningful connections with the Latino community.”

As GM’s Hispanic communications agency, The Vox Collective is tasked with developing and delivering an integrated Hispanic initiative that incorporates Chevrolet, Buick, GMC and Cadillac products and brands in a holistic manner and that resonates with the Latino community, Peterson said.

“We’re delighted to be joining a global company that understands how important the Hispanic market is to the future of their business, and we’re ready to help GM expand its efforts to connect with Latinos in a unique and compelling way,” said Vox Collective President, CEO and Cofounder Roberto Ramos.

Cohn & Wolfe INFUSE will provide cross-cultural expertise in branding, community relations, cause marketing, consumer insights and consulting to reach Hispanic, African-American, Asian American and LGBT communities. By utilizing Cohn & Wolfe’s extensive global network of offices – most notably in Asia and Latin America – the INFUSE team will have touch points throughout the world, providing invaluable on-the-ground knowledge sharing. Some of the practice’s newest clients include a major luxury spirits brand, a beloved household food item and a worldwide consumer hygiene brand.

“To effectively communicate with multicultural audiences today, brands must understand and leverage cultural nuance-that is, provide communities and consumers with ‘in-culture’ messages that resonate with their unique experiences and values. Cohn & Wolfe has been successfully doing this for years and bringing Kerri on board to drive the INFUSE brand will give us a strong platform to showcase this market-demanding strength,” says Liz Beck, US Consumer Lead.

Leading the practice is Kerri Allen, who joins Cohn & Wolfe with more than a decade of experience in multicultural communications as a bilingual PR practitioner and globally published journalist. Allen currently sits on the Executive Board of the Hispanic Public Relations Association and formerly served as Chair of PRSA’s Multicultural Communication Section.

“The latest census data shows that the U.S. is globalizing at breakneck speed, with more than 50% of national births now taking place to ‘minority’ parents. Multicultural is quickly becoming the central core of the U.S. consumer base. This is how businesses will grow and succeed in the years to come,” said Kerri Allen, “Cohn & Wolfe is dedicated to cutting-edge communications and is infusing every aspect of our business with a fresh understanding of America’s changing cross-cultural reality.”