Understanding the Drivers Behind Brands and Online Word of Mouth
What prompts consumers to talk about a brand online vs. offline? Do social, functional or emotional drivers have the same influence on word of mouth in both channels? To find out, Mitch Lovett firstname.lastname@example.org, Assistant Professor of Marketing, Simon School of Business, University of Rochester, and his colleagues used NetBase to investigate how the characteristics of a brand affect word of mouth (WOM) for the brand, both online and offline. The results of their research were published in the Journal of Marketing Research from the American Marketing Association. How Researchers Used NetBase For their study, Mitch and his colleagues constructed [...] Read more →
Does Social Skew Negative?
It’s a common perception that there are more negative posts on social than positive. I was reminded of this the other day by an article in the San Francisco Chronicle. A sports columnist said, “In the Twitter world, where Warriors [basketball] fans opine and argue, you’ll find an anti-Jackson current, but that could be chalked up to the negative-skewing nature of social media, where haters seem to far outnumber lovers.” [my emphasis] There’s a fair amount of evidence that supports the belief that social skews negative. For example, this infographic compares reviews of hotels on TripAdvisor to reviews gathered by traditional [...] Read more →
Demographic Segmentation: Soon To Be a Thing of the Past?
I’d like to challenge the conventional wisdom that gives too much credit to demographic segmentation as a way to define audiences and target them with products. I believe there’s a higher aim, which is meeting consumer needs. As marketers, I think we should prefer to target by unmet need rather than by demographic. (This approach, by the way, ties in with the currently popular methodology of Challenger Selling, which argues for approaching customers with unique insights about how they can save or make money.) Social media, when filtered intelligently, can reveal unmet needs. Segment by these needs and you have your product requirements. When [...] Read more →
Find Better Ideas for New Products with Social Listening
Inventing is easy; gaining the insights necessary to know what to invent is the secret. Nick Webb says too many new product developers are relying on outdated voice of the customer (VOC) research to find those insights. His company, Lassen Innovation, used social media analysis instead to find the insights that led to the development of Hänz, one of the most award-winning educational toys in recent years. Join us for the April Social Savvy Webinar and learn how Nick used social to reduce the cost of finding insights by 43 percent and shorten time-to-design by 63 percent. Nick will describe [...] Read more →
Sharing the Best Social Content
So much content, so little time. To save you from having to read and watch everything on the web related to social, we’ve put together this short list of recently posted items that are worth your while. Just don’t let your boss catch you watching the Chicken Corsage video over and over. Connect with Your Audience http://www.convinceandconvert.com/social-media-strategy/how-to-connect-with-your-audience-emotionally-to-drive-more-engagement/? Now that a huge majority of marketers are connected, it’s time to step up and compete at a higher level. This means not only having a connection with your audience, but also creating positive sentiment for your business within your audience. Be Responsive, [...] Read more →
Love in the Time of Remembering: The Universal Beauty of Gabriel García Márquez’s Stories
Gabriel García Márquez attained with his imagination the all too elusive achievement of producing something so emotionally relatable and universally understood that it touched the hearts and minds of millions across the globe. It’s a rare talent when one possesses the power to weave worlds that transcend time, cultures, languages and even what’s defined by the senses as reality. It’s even more remarkable in this hyper-visual, bite-sized, content driven modern age that one could do so magically with only the power of words. Over the course of his lifetime, he managed to create a profound relationship with his readers, as [...] Read more →
Weibo IPO: Analyzing China’s Hottest Tech
Weibo, a.k.a. Chinese Twitter, has attracted a great deal of attention in the US and in China with the news of its IPO this week. In the US, there is a lot of excitement about the opportunity to invest in the Chinese tech company that has over 149 million users and an enviable ad-generating business. However, financial news have turned sour in the last few days with reports from MarketWatch and Financial Times stating that some of the numbers provided by Weibo in its IPO documentation may have been inflated. In finance, investment decisions are often driven by collective behavior. To help [...] Read more →
How Kenneth Cole Stays Socially Engaged
When you have a CEO who posts provocative, often tongue-in-cheek tweets like this one, you’d better stay on top of the reaction in social: The next presenter in our Social Spotlight webinar series tells us exactly how his company monitors the online reaction to Kenneth’s tweets about such sensitive issues as homelessness, gun control, and a woman’s right to choose. Robert Genovese is Vice President of Marketing at Kenneth Cole Productions. At our April 16 webinar, he’ll make it clear why social matters so much to Kenneth Cole and how the company uses social analytics to continuously monitor the buzz [...] Read more →
Stephen Colbert to host The Late Show — The Internet’s Response
When David Letterman announced last week that he’d be retiring as the host of The Late Show in 2015, the Internet was abuzz with speculation about who would take his seat behind the desk. And yesterday, we found out—pseudo-conservative satirist and Emmy-award winning host of The Colbert Report, Stephen Colbert. The announcement of The Late Show successor caused even more buzz than the news than Letterman’s retirement, so we wondered—how do people feel about this changing of the guard? To answer that question, we did a search for Stephen Colbert for the last 24 hours to see the volume of conversation and the sentiment surrounding [...] Read more →
Can Social Sharpen Campaign Messaging?
What message about your product is going to work best to move a prospect along the path to purchase? For everyone working on marketing campaigns, that’s always a tough but essential question to answer. Whatever you’re trying to accomplish—create awareness, change perception, prompt consideration—you want to base your campaign on the message that’s going to connect with consumers. Social analytics can help you find it. By providing insight into consumers’ opinions, emotions and behaviors, social analytics can help you craft messages that show consumers you understand them. From there, it’s a shorter step to convincing them that you also understand [...] Read more →