Social Web | Conversation Management

Nielsen + McKinsey: What is social media used for

Tweet

by Matthijs van den Broek on October 3, 2011in the categories Social WebNo Comments

Nielsen’s recent Social Media Report (we’ve posted about it before on this blog) revealed the size of the audience and the degree of consumption across social networking platforms in the U.S. New research by NM Incite, a Nielsen collaboration between Nielsen and McKinsey Company, further explores the reasons U.S. social media users visit social networks a bit more. Below, you can find the top drivers for social media (not surprisingly, top drivers of social media use among social networkers are keeping in touch with family and friends (89% and 88%, respectively) and finding new friends (70%).
Read more »

Tweet
Discussion: Is Return on Influence the new ROI?

Tweet

by Matthijs van den Broek on September 30, 2011in the categories Conversations, Social Web5 Comments

Ouch: “The more I think about this — the more my brain hurts.” Ohmy: “Respectfully, this is complete nonsense.” Jeez: “This goes into my “Are you Kidding me with this crap” Hall of Fame!” This is Hurting: “The only thing more worrying than the content of this article is the fact that people are going to think that because it’s published on the HBR blog it must be true.” These are only the first few comments on this blog by HBR: “Return on Influence, the New ROI“. Oliver Blanchard is leading the pack of people who are thinking the blogpost made no sense at all. You don’t see this that often, at HBR. The discussion is worth checking out.
Read more »

Tweet
The impact of online conversations on purchase behaviour

Tweet

by Steven Van Belleghem on September 23, 2011in the categories Conversations, Social Web1 Comment

We all know that conversations have an impact on consumer behaviour. Countless surveys (and books such as the Conversation Manager ) have proven the link between positive mouth-to-mouth advertising and good sales results. Online conversations have added an extra dimension to this story.

InSites Consulting organised a survey in 35 countries in which 9,000 respondents participated to map the attitudes and the behaviour concerning social media. One of this survey’s elements is about the impact of online conversations on the offline purchase behaviour.
Read more »

Tweet
Employees are under-used conversation potential

Tweet

by Steven Van Belleghem on September 22, 2011in the categories Social WebNo Comments

Every employee is a spokesman for his employer. Every time an employee talks to his friends about his work, this influences the public opinion about that company. These conversations take place on a daily basis. So far most of them were offline, but that is where the missed opportunity lies. Imagine what the effect would be if all employees of a company consistently talked positively about their employer …
Read more »

Tweet
The biggest struggles for social media marketers

Tweet

by Matthijs van den Broek on September 22, 2011in the categories Conversations, Social WebNo Comments

Forrester Research recently published (via: Marketingfacts, Dutch) a research under 132 European social media marketers. The research found, that they are struggling with measurement of social media and social media ROI and with human resources. A lot of marketers are having trouble getting budget approved for social media activities. Only 4 percent of the marketers says generating engagement and positive conversations are being prioritized in measuring ROI. And: because of the “bad measuring” marketers are having the biggest problems to adress the budget of social media compared to other channels.
Read more »

Tweet