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Posts Tagged ‘Social Networks’

Social Media Marketing Fails To Provide Measurable Value To Advertisers

How do I know that? JUST FOLLOW THE MONEY. Traditional media such as television, radio, magazines, newspapers, out of home, card decks and direct mail are by far the choice of most successful companies when it comes to where they allocate the largest portion of their advertising dollars. And now a new study reported by Steve McClellan in the Nov. 18, 2011 MARKETING DAILY article bolsters that truism. Steve’s report follows.

STUDY: SOCIAL MEDIA FALLING SHORT ON CUSTOMER LOYALTY; TRADITIONAL METHODS ENCOURAGED

“While much of the marketing community is focused on sealing better relationships between brands and consumers via social media (Facebook, Twitter, etc.), a new study from Pitney Bowes suggests that their efforts would be better spent in other areas.

New study found social media to be one of the least effective engagement techniques

In fact, the new study—based on a survey of 5,000 consumers in the U.S., U.K., France and Germany—found social media to be one of the least effective engagement techniques for encouraging customer loyalty for larger and small businesses alike.

The survey found just 18% of the respondents believed that interaction with a larger company or its brand on social media would encourage them to buy from that business again.

Social media approach was deemed even less effective for smaller businesses

The social media approach was deemed even less effective for smaller businesses, where just 15% of those responding said it would encourage their loyalty to a company.

These findings will give decision-makers pause for thought, the report stated. Businesses can be forgiven for getting swept away by the hype of surrounding social media and wanting to invest in such activity as soon as possible. But results show that those businesses tempted to lead with such techniques find themselves out of step with consumer thinking.

Conversely several other techniques are far more likely to resonate with consumers and encourage them to do repeat business with companies. They include:

  • a home-delivery option
  • having a say in products and services
  • control of channels and frequency of received communications
  • a choice of channels to contact a company

In each case, nearly half or more of the respondents said those tactics were preferred and effective for small and large businesses alike.

All of these practices are aimed at increasing brand loyalty and retaining customers, the Pitney Bowes survey summary states. However, sophisticated social media and Web interaction can be time-consuming and expensive and outcomes are difficult to measure. Businesses are quickly having to learn the ‘customer dance’ when to lead and when to follow—if relationships are to be nurtured.”

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How I Stopped Worrying and Learned to Love the OWS Protests

That’s the headline to Matt Taibbi’s article in the current issue of ROLLING STONE MAGAZINE. Last week’s post was from a conservative columnist who writes for FORTUNE MAGAZINE. It’s only fair for a progressive view–and there’s few as good as Matt Taibbi. He alone is well worth subscribing to one of my favorite magazines ROLLING STONE. Herein are excerpts:

“I have a confession to make. At first I misunderstood Occupy Wall Street. The first few time I went down to Zuccotti Park, I came away with mixed feelings. I loved the energy and was amazed by the obvious organic appeal of the movement, the way it was growing on its own. But my initial impression was that it would not be taken very seriously by the Citibanks and Goldman Sachs of the world. You could put 50,000 angry protestors on Wall Street, 100,000 even, and Lloyd Blankfein is probably not going to break a sweat. He knows he’s not going to wake up tomorrow and see Cornel West or Richard Trumka running the Federal Reserve. He knows modern finance is a giant mechanical parasite that only an expert surgeon can remove. Yell and scream all you want but he and his fellow Franksteins are the only ones who know how to turn the machine off.

That’s what I was thinking during the first few weeks of the protests. But I’m beginning to see another angle. Occupy Wall Street was always about something much bigger than a movement against big banks and modern finance. It’s about providing a forum for people to show how tired they are not just of Wall Street but EVERYTHING. This is a visceral, impassioned, deep-seated rejection of the entire direction of our society, a refusal to take even one more step forward into the shallow commercial abyss of phoniness, short-term calculation, withered idealism and intellectual bankruptcy that American mass society has become. If there is such a thing as going on strike from one’s own culture, this is it. And by being so broad in scope and so elemental in its motivation, it‘s flown over the heads of many on both the right and the left.

The right-wing media wasted no time in cannon-blasting the movement with its usual idiotic clichés, casting Occupy Wall Street as a bunch of dirty hippies who should get a job and stop chewing up Mike Bloomberg’s police overtime budget with their urban sleepovers. Just like they did a half-century ago, when the debate over the Vietnam War somehow stopped being about why we were brutally murdering millions of innocent Indochinese civilians and instead became a referendum on bralessness and long hair and flower-child rhetoric, the depraved flacks of the right-wing media have breezily blown off a generation of fraud and corruption and market-perverting bailouts, making the whole debate about the protestors themselves—their hygiene, their ‘envy’ of the rich, their ‘hypocrisy’.

The protestors, chirped Supreme Reichskank Ann Coulter, ‘needed three thing: showers, jobs and a point’. Her colleague Charles Krauthammer went so far as to label the protestors hypocrites for having iPhones. ‘OWS’, he said is Starbucks-sipping, Levi’s- clad, iPhone clutching protestors (denouncing) corporate America even as they weep for Steve Jobs, corporate titan, billionaire eight times over’. Apparently because Goldman and Citibank are corporations, no protestors can ever consume a corporate product—not jeans, not cellphones and definitely not coffee’—if he also wants to complain about tax money going to pay off some billionaire banker’s bets against his own crappy mortgages.

Meanwhile on the other side of the political spectrum, there were scads of progressive pundits like me who wrung our hands with worry that OWS was playing right into the hands of assholes like Krauthammer. DON’T GIVE THEM ANY AMMUNITION! we counseled. STAY ON MESSAGE! BE SPECIFIC!. We were all playing the Rorschach-test game with OWS trying to squint at it and see what we wanted to see in the movement. Viewed through the prism of our desire to make near-term, within the system changes, it was hard to see how skirmishing with cops in New York would help foreclosed-upon middle-class families in Jacksonville and San Diego.

What both sides missed is that OWS is tired of all this. They don’t care what we think they’re about, or should be about. They just want something different.

We’re all born wanting the freedom to imagine a better and more beautiful future. But modern America has become a place so drearily confining and predictable that it chokes the life out of that built-in desire. Everything from our pop culture to our economy to our politics feels oppressive and unresponsive. People want to go someplace for at least five minutes where no one is trying to bleed you or sell you something.

I think I understand now that that’s what the Occupy movement is all about. It’s about dropping out if only for a moment, and trying something new. It doesn’t need to tell the world what it wants. It is successful for now, just by being something different.”

These are only excerpts from Matt’s excellent article in the November 22nd issue of ROLLING STONE MAGAZINE. To read it in its entirety, pickup a copy or better yet become a subscriber. I’ve been hooked on their political reporting for 25 years and with age, year after year, it only gets better.

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