So with all the uproar and struggles to leverage on social media by PR and Marketers to build consumer relationship and to reach and understand them on a community level , how do we tell the finance guys we need more money for our next big campaign? How do we tell them its worthwhile to even maintain the current soclal media tools? Big questions which would justify why we do what we do!
If any of you guys read the Marketing magazine, this month’s issue provides a great cover on measurements for traditional media such as posters, TVCs etc. They also do online and social media measurements and alternative marketing on sports marketing and its measurements on returns. The latter sections mentioned were highly insightful and i would advice any1 interested to grab a copy. That opens up a whole new reason to use the Sports 2.0 i was promoting on the last post.
Michael posted useful guides when gathering data. The 3 important steps of
- Asking the right question
- Getting the right data
- How to get the data
These are really good steps to take when doing PR or marketing. The info overload sometimes might be too much for us to handle and we need to see which data best fits our needs
Click through rates and frequency counts are pretty secondary. The gold that we want to find is their surfing patterns which Goggle Analytics can account for. (Still trying to figure out how to use this on my blog). Finding that allows us to know what our target market is like and how they behave. Makes us wonder why if that consumer behavior course we took should really consider including this in?? (Hint hint SMU)
I think this was an excellent entry for companies who are clueless about starting a blog. For those still sitting on the fence wondering the benefits and the detrimental effects of setting up a blog for company, this article by Forrester is for you. Just for a start, here are some examples of how ‘fun’ some companies blogs can be! Now imagine what that would do for your company if you were listed here…. Not only that, now consider if there was a reputation issue u need to manage, and u already have such a great blog up, who’re consumers gonna turn to for information now? Traditional press or your blog? I wonder…
This article might provide a clue as to why we’re struggling with integrated marketing. If one of the main barriers is lack of a budget, I hope this short post of mine will encourage companies to be more accepting of social media, especially in Singapore and Asia. More Asian case studies need to be done to further strengthen the cause of using social media across a business. Check out the Pfingo case study done by my group and I, that will be one great local example.
Till then, check out Nike’s Nikeplus. Now, that’s a company that really understand their consumers, the tracking of runs is so simple yet so beneficial to runners. Damn that IPPT coming up, time to use that service now, lol….
And I’ll put together a list of mobile social networking articles, its just growing and growing! Is that the trend heading towards Asia or does the behavioral difference on a mobile and PC differ so much that open social is gonna pave another path?
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