As Facebook matures as a viable marketing and customer service channel, brands are looking to quantify and understand the impact of their engagement on the platform. Far too many fail to quantify ROI in such a way as to convince a CFO of the merit of increasing or shifting investment towards Facebook marketing. Syncapse’s model aims to help brands better evaluate the financial returns that social members on Facebook provide to their business as they commit time and resources to the world’s biggest social networking site. DOWNLOAD report here.
Media
The Social Habit – Frequent Social Networkers.
Social Networking has exploded in popularity over the past two years, with the percentage of Americans maintaining a profile page on one or more social sites doubling from 24% in 2008 to 48% in 2010. Even more remarkably, as social networking has entered the mainstream, it has also quickly become not just an occasional diversion but a habitual part of American life. DOWNLOAD report here.
Friending the Social Consumer.
With a focus on how brands can listen and learn, Pete Blackshaw, EVP of Digital Strategic Services for Nielsen led a Consumer 360 insight session on the rapidly changing social media landscape (”some of these slides should have been updated even this morning,” Pete quipped). Joining Pete was Yael Taqqu, Principal at McKinsey & Co., and Frank Eliason, Senior Director of Comcast’s customer service.
USA-England Draws 14.5 Million Total U.S. Viewers.
An estimated 14.5 million U.S. viewers combined to watch the game on ABC and Univision, the highest average audience for a men’s national team soccer game since at least 15.8 million combined to watch USA and Brazil’s Round of 16 match in 1994.
Nielsen and McKinsey form Joint Venture to help Companies use Social Media Intelligence.
The Nielsen Company (Nielsen) and McKinsey & Company (McKinsey) today announced a global joint venture, NM Incite, created to help leading companies harness the power of social media intelligence to drive superior business performance. NM Incite gives companies the capabilities to better understand, value and take advantage of the rich insights made possible by social media.
One-Third of Twitter users Talk Brands.
Many social site users make good use of the voice that the medium provides them to talk about brands, products and services. An April 2010 study by ROI Research commissioned by Performics found that, at least once a week, 33% of active Twitter users share opinions about companies or products, while 32% make recommendations and 30% ask for them.
Reaching Teen Influencers with Social Messages.
eMarketer estimates about 80% of US teen Internet users visit social networking sites at least monthly, but it may seem difficult for marketers to reach them there when they’ve signed on mainly to chat with their friends and post personal updates.
