survey - TheWayoftheWeb

Do you need to engage with your customers on Twitter?

June 4, 2009 By Dan Thornton 2 Comments

The answer appears to be Yes, judging by a survey by Peter Sorgenfrei and Warren Sukernek which was published on Twittermaven today.

From 208 Twitter users in the survey, 97% responded that brands should engage with customers on Twitter, 88% have a better impression of brands that engage with them on Twitter, 80% would recommend a company based on Twitter presence, and 84% would reward a company by purchasing from them.

But keep in mind 90% would frown upon poor or inappropriate Twitter usage by a brand.

The survey is embedded below under Creative Commons Attribution 3.0 licence. See more details on this survey and how it compares with the previous year on Twittermaven.
Twitter Brand Perception Survey 5 09

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Filed Under: twitter Tagged With: Business, survey, twitter, twittermaven

Useful study on Social Network Marketing on Facebook and Myspace

October 7, 2008 By Dan Thornton 6 Comments

I’ve finally had a chance to sit down and read Tom Chapman’s study of Social Network Marketing, Engagement Marketing and Brands, which specifically looks at marketing on Facebook and Myspace from the perspectives of both social network users, and brand executives from the likes of innocent drinks and BBC Radio 1.

It’s quite unusual to see a report from someone who isn’t linked to either the network in question, or an agency which may be looking to attract business (Tom is Head of Marketing for an ISP).

It’s effectively split into two parts. The first section is a look at the quantitative findings of surveying Myspace and Facebook users, whilst the second part compiles the in-depth interviews with brand executives.

I won’t quote too much of the study, but it covers topics like the percentage of Myspace and Facebook users who would feel more affinity to a brand that listened to them and communicated with them (65% and 67% respectively). And it goes into detail for both social advertising and brand promotions, as well as finding out how many Myspace and Facebook fans are aware their profile information is used to target them – (56% and 45%). It’s quite surprising, particularly after the uproar within certain circles over Facebook’s Beacon advert system, for example.

And it’s certainly interesting to hear the responses of some executives who use both networks to great effect – for instance, the Chris Moyles fan page with 536774 fans.

As someone who is fairly deeply involved in the subject (It’s my day job, after all), I saw lots that will be useful in supporting my own work and theories, and some correlation between what other brands have found, and what I’ve discovered from Bauer Media’s brands on Facebook and Myspace.

I’ve had the chance to exchange a couple of emails with Tom, and voiced my thoughts that the next stage will be to look at exactly how brand executives are measuring loyalty, engagement and participation, especially with respect to Return on Investment and justifying the time and effort involved. It really is the multi-million dollar question of social media, and it’s getting closer every day – and I think this study goes a long way to reaching that destination.

Anyway, if you’re interested in reading more, the study is at socialnetworkmarketinguk.com. And if that inspires you, there’s still time to save 10% off the price of attending Social Media in Business on October 23rd.

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Filed Under: social media marketing Tagged With: brand executives, brands, engagement marketing, facebook, interviews, myspace, news, pages, profiles, social media marketing, Social network marketing, study, survey, tom chapman, users

Sharing the music: The spread of the Web 2.0 rock stars

August 22, 2008 By Dan Thornton 4 Comments

Two months ago, my colleague David Cushman and I started compiling a list of ‘Web 2.0 rock stars‘. It was partly a bit of fun, but also to see if it might bring some attention to www.ditto.net (disclosure: Both David and I work at Bauer Media, who own Ditto, and know/work with the Ditto team). We also though it would be fun to see a public vote, rather than one created either by Google page rank, Technorati, or by a small group of people on an editorial team.

But there have been some really fascinating outcomes:

Being able to watch how people are using the voting tool on Ditto – some vote for their single favourite/some re-order the entire list.
Adding people that David and myself hadn’t encountered and discovering some cool people we might have missed. And we’re still adding more (Suggest someone/yourself in the comments, or email daniel dot thornton at bauermedia.co.uk)
And seeing how a list with minimal promotion (Mentioned only on this blog and Faster Future) has been picked up by lots of people, including several of the notables on the voting list.
And also turning it into a bit of a resource after David added videos to almost every rock star. It’s a good example of what the Ditto team are trying to achieve (You can see and hear one of the founders, Colin Kennedy via Dave’s writing on /Message)

So where did it spread to?

Blogs:

AFP Mediawatch

Doc Searls

Euan Semple

Joseph Jaffe

Jason Calacanis (in the comments of Rich Millington’s post)

Stowe Boyd (written by David Cushman)

Jonathan MacDonald

Wikinomics

Comments:

Shel Israel, Corvida, JP Rangaswami, Veronica Belmont and Doc Searls all appeared in my blog comments (which I suspect wouldn’t have otherwise happened!), or contacted me via Facebook. As did Jonathan Yarmis, Stephanie Frasco, Josh Bernoff, Brian Solis and The Kaiser via email. (Jonathan’s inclusion apparently made his mother very proud!)

And it also created even more debate and mentions on Twitter and Pownce:

(At which point Twitter Search broke)

And despite a relatively ‘niche’ subject compared to ‘The Best Movies of All Time‘, it’s still ranking as one of the most popular lists on the site!

All this was possible for two reasons:

1. Cush, myself, and the Ditto team (Especially John!). Between the three of us, it probably took 1-2 days to have the list at the stage it is now.

2. The desire of people to discover, share, link and contribute. From the first post I made, people were contributing great suggestions (I forgot to include Cory Doctorow, for example) And even though no-one was taking it seriously with a title like ‘The Rock Stars of Web 2.0′, almost everyone was happy to be included, supply pictures, correct information, and link back (even if they were embarrassed to be included, eh Euan?). And it was a pleasant surprise to find a namecheck from Doc Searls today.

And none of this was broadcast to anyone. As David examines in more detail, we didn’t email anyone to publicise the list. We didn’t prepare a press release, or even use Bauer Media’s global brands. We both blogged and tweeted about it in an honest and fun way, and waited to see who discovered and contributed to it. And all the rest of it occurred naturally, as people self selected whether they wanted to be involved, and whether they wanted to encourage voting from others. It didn’t make Techcrunch or Slashdot, or the front page of Digg. And judging by the timing and tone of many of the posts, people were discovering it individually, and passing it around their social networks, but it hasn’t been bridging the gap across them as you might imagine. (See Slide 4 in Cush’s excellent presentation on the future of PR)

And the great thing is that it’s an ongoing thing. We’re still adding more and more people – and the voting never ends. Unfortunately submissions are via a slightly clunky ‘email daniel dot thornton at bauermedia dot co dot uk with name, details and a headshot’ method but we’ll work to get everyone online as soon as is possible. Voting is rather slicker! At regular intervals we’ll keep everyone up to date with the results at the time, further learnings, and how we’re continuing to be surprised by the wonderful thing which is humans interacting.

Oh, and if you’ve contributed/suggest for the list, or allowed the use of your photo via Creative Commoncs, then many, many thanks. It’ll take me some time to list everyone that contributed via me, but I’ll happily list anyone as they remind me (or whinge in EaonP’s case!)

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Filed Under: Digital Culture, social media marketing Tagged With: /message, celebrities, community, digital, Digital Culture, discovery, ditto, list, marketing, online, p2pr, poll, pr, public relations, rock stars, sharing, social media, social media marketing, survey, viral, voting, web 2.0

Is Clay Shirky the biggest celebrity of Web 2.0?

August 18, 2008 By Dan Thornton Leave a Comment

Because ‘The Rock Stars of Web 2.0‘ list on Ditto.net certainly seems to think so! (Disclaimer – I work for Bauer Media, who created Ditto, and help with some marketing…)

At the moment, Clay Shirky tops the list, followed by Doc Searls, Stowe Boyd and Wayne Sutton. The top female web 2.0 celebrity on the list is Veronica Belmont, who is in joint fifth place with Euan Semple, JP Rangaswami and David Weinberger.

Right at the bottom of the list, with a minus score, is Jason Calacanis! And he’s joined by some pretty big names, including Robert Scoble, Mike Arrington (Techcrunch), Tom Anderson (Myspace), Bill Gates and Barack Obama!

If you don’t think the order is right, get voting at ‘The Rock Stars of Web 2.0‘. And if there are people missing from the list, let me know in the comments, below.

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