How to Build Customer Profiles That Increase Engagement and Conversion

It's widely known tailored online customer experiences based on customer profiling will lead to higher engagement and increased conversion. Look at Apple, Google, Microsoft and Facebook. All of them are directly involved in building customer profiles. Apple has its iTunes store, where it collects customer data and serves as intermediary to other companies selling music and apps. Google's entire business model is built around collecting customer profiles through its free search engine and through Picasa, Google Docs and Android. And Facebook's entire reason for being, apart from giving you a great social experience, is to collect all they can about users so it can serve relavant ads.

What's your customer profile strategy? Do you even have a strategy? Do you even have a database of customer profiles? If not, read on to find out how to leverage customer profiles. And if so, read on anyway. You just might find out how to do it better.

Download this white paper today and learn:

  • Strategic lessons from Facebook
  • How Facebook leverages customer profiles
  • How profiles fuel Online Engagement
  • Building your own profiling strategy

by Steve Hall    Feb- 3-12    
Topic: Research

It Wouldn't be a Super Bowl Without an Infographic


Hey everyone's doing it so why not a social media agency looking to get some ink around Super Bowl hype? Seattle-based social media agency Banyan Branch has put together this infographic examining the buzz leading up to this year's game. Data was collected between December 30 and January 29. Some highlights:

- Quarterbacks captured the majority of the conversation buzz - most of which was football related (though Tom Brady also has some conversation around his personal life mixed in)

- Tom Brady generated the most conversation and yielded more yards than Eli Manning

- Receivers for both teams also generated a fair amount of buzz primarily due to their own activity on the channel there was no correlation between the volume of Twitter traffic and statistical performance on the field

- People like to talk about the Giants, but the Patriot players individually get more attention, including the coaches

And there you have it. Now stop wasting time and get back to work.

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by Steve Hall    Jan-31-12    
Topic: Research, Super Bowl 2012

30 Ideas For Your 2012 Social Media Plan

The team at Radian6 compiled their most-shared posts from 2011 into this eBook.

Use these 30 ideas to:

  • Go beyond a grab-bag of tactics to become a truly social business
  • Gain valuable business intelligence by listening intelligently to your community, industry and competitors
  • Crowdsource fresh ideas from your biggest fans
  • Use a social media crisis to turn frustrated clients into lifelong brand advocates
  • Identify which tactics are working using smart analytics

Download the free eBook here.

by Steve Hall    Jan-27-12    
Topic: Research, Social

Texting, Facebook to Top In-Game Super Bowl Chatter


Venables Bell & Partners is out with their annual Super Bowl study to see "what Americans will be doing around the water cooler this year." And in keeping with the current meme du jour, the study is accompanied by an infographic representaion of the findings.

Last year, almost one in five (19%) of Americans searched for ads before the game, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of YouTube and media sources as the lead destination to find ads.

This year, more than a third (36%) of Americans plan to share their favorite ad via social media. Of that group, 87% will share via Facebook, ahead of emailing with a YouTube link (6%) and Twitter (4%). Doing a little math, this means that if 111 million people watch this year's game, there could be 35 million posts on Facebook about Super Bowl advertising. And if the average Facebook user has 130 friends, those collective posts could result in over 4.5 billion incremental impressions.

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by Steve Hall    Jan-24-12    
Topic: Research, Social

Online Ad Spend to Surpass Print in 2012


This is big. A new forecast from eMarketer states online spend will pass print for first time in 2012. US online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.5 billion this year pushing it ahead of total spending on print newspapers and magazines, according to the report. Print advertising spending is expected to fall to $33.8 billion in 2012 from $36 billion in 2011.

eMarketer's previous US online advertising forecast from July 2011 forecasted 20.2% growth to $31.1 billion in 2011. Stronger than expected results from major industry players and the IAB/PwC benchmark through the first three quarters of 2011 contributed to the upward revision.

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by Steve Hall    Jan-19-12    
Topic: Research

Study Finds Branding to Account For 60 Percent of Digital Spend in 2012


A recent Vizu-sponsored Digiday survey of 450 advertising executives and marketers found 60 percent of online budgets will be allocated to brand advertising in 2012, an indication spending on online branding may surpass spending on direct response advertising for the first time in the coming year. Top findings from the study:

- 64 percent of marketers plan to increase their online brand advertising budgets in 2012, with 22 percent saying they will increase spending by more than 20 percent.

- In contrast, only 56 percent of marketers plan to increase their online direct response advertising budgets in 2012, with only 15 percent saying they will increase spending by more than 20 percent.

- Additionally, 60 percent of marketers responding indicated they are allocating dollars away from direct response to brand advertising initiatives.

Of the findings and in a statement that is sure to spark debate over what some see as the attempt to fit a square peg in a round hole, Vizu CEO Dan Beltramo said, "These growth predictions are clearly optimistic, but very encouraging nonetheless. There's still more that needs to be done in order to realize those numbers and make online the medium of choice for brand advertisers. I believe that when brand advertisers understand that their online ads can now be measured and optimized using classic offline brand metrics such as awareness and purchase intent, we will see a further growth in their online ad budgets."

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by Steve Hall    Jan-12-12    
Topic: Research

Report: Five Social Media Trends for 2012


The Social Commerce Summit is out with a white paper, Social Commerce Trends Report. In the report, part of our white paper series, industry luminaries Clay Shirky, Jeremiah Owyang, and Facebook's Dan Rose discuss what works and what's next in social. The information is pulled from the 2011 Social Commerce Summit held last year. Successes and failures from brands like P&G, Best Buy, L.L.Bean, and Rubbermaid were shared and predictions as to what the next round of "innovation in customer-centric business" were presented.

Core themes at the conference and in the white paper focus on how businesses are profiting from the evolution of social. You can grab the white paper here.

by Steve Hall    Jan- 4-12    
Topic: Research

Black Friday Online Sales Up 24.3 Percent


It seems a an increasing number of people are opting for the couch versus the crowd come Black Friday. IBM's fourth annual Black Friday Benchmark study which gauges online shopping found year over year Thanksgiving Day sales were up 39.3 percent with Black Friday sales up 24.3 percent.

Mobile devices accounted for 10.2 percent of Black Friday shopping with the iPhone and iPad topping the mobile device list with 5.4 percent and 4.8 percent. 9.8 percent of all online Black Friday sales were completed through a mobile device. Although sure to increase in future years, social networks accounted for 0.53 percent of online sales.

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by Steve Hall    Nov-28-11    
Topic: Research

One Third of B2B Marketers Do Not Track Social Media Campaigns


Social media is, of course, all the rage these days. After all, "everyone's doing it so why shouldn't I?" is what most marketing directors think. So they dive in, created a Facebook page, open a Twitter account, start a blog and maybe even field a few questions on Quora. But then they sort of walk away. Well, 30 percent of them do according to a recent study from cloud computing company Pardot.

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by Steve Hall    Nov- 4-11    
Topic: Research, Social

Social Media Usage Levels Off Among Fortune 500


A recent study from the University of Massachusetts at Dartmouth has found the adoption of social media usage among Fortune 500 companies has leveled off. Across multiple industries, usage of Twitter, Facebook and blogs in 2011 is level with or below that of 2010.

In 2010, 23 percent of Fortune 500 companies had a blog. In 2011, that figured remained unchanged at 23 percent. In 2010, 60 percent of Fortune 500 companies have a Twitter account. In 2011, 62 percent have an account. In 2010, 56 percent of Fortune 500 companies had a Facebook account. In 2011, 58 percent have an account.

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by Steve Hall    Nov- 2-11    
Topic: Research, Social

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