Nearly all business leaders think collaboration is either crucial or very important, but more than half – 54% — say that the rapid convergence of collaboration and social tolls is also very confusing, according to a new study by non-profit research and education group AIIM, which serves the information management community.
Social media can help organizations pull prospects deeper into the sales funnel. Consumers, especially, are looking at social media as a way to find information about potential purchases in the form of reviews or product information. Increasingly, they’re finding this information with their mobile phones, according to a new study by the Local Search Association.
According to the study – the 2014 Local Mobile Trends Study – more than 85 percent of shoppers of all ages are using smartphones to search for information while in-store because it “helps them decide what to buy” or because “it makes them a much smarter shopper.” Another key trend: more than 62 percent of all shoppers are willing to share location for loyalty offers with 71, 68, and 64 percent of Gen Y, Gen X, and young Boomers (44 to 53) reporting this, respectively. Meanwhile, 97, 91, and 81 percent of the same demographics respectively reported they rely on their mobile device at least “sometimes” when shopping in-store.
Social marketers should consider this information when creating online communities or planning their own social outreach programs such as threading or seeding popular social sites. This data is proof that a company’s social and mobile strategies should be tied together, and that the teams working on these programs need to be communicating and planning collectively – if they already aren’t. At the very least, organizations should make sure that consumers can respond to a call to action on a mobile device. They may also want to revisit any app work they have done since, in the future, consumers may want to interact with your brand or service via a dedicated app. Finally, since the mobile Internet has overtaken desktop Internet use, all social media content should be optimized to be viewed, shared and saved via mobile device. In addition, companies should give consumers a way to create user generated content so that all those mobile shoppers have something to find when they’re searching in-store.
How are you measuring your social media success? If your organization is like most, you’re tracking how many likes and retweets you get and watching the overall growth of your social audience. While this data is solid and may help to inform if you’re doing the right kind of lead capture, it doesn’t tell the whole story, according to David Dubois, assistant professor of marketing at graduate business school INSEAD.
Late last month the web was abuzz about a new program launched by W Hotels, a professional social media concierge service for New York-based brides and grooms. The program, designed to put a the betrothed’s best face forward, covers creation and posting of content for a number of social media outlets including Instagram, Pinterest, Twitter, and Vine. The $3,000 service even includes a custom hashtag and “guest encouragement.” While many have bemoaned the offering as over the top, W Hotels is on to something: It’s crucial to have a plan in place for a new launch, whether it’s a product, a service or a new couple. And for most organizations that means having the right internal and external communication and collaboration tools in place.
Attendees of the Human Capital Summit and Expo last week got a little advice about social media: Don’t work too hard on it unless your employees already trust your company. But the information was tempered with another piece of data: Since social media is linked to both company and employee success, gaining that trust – and fast – is something every company should shoot for, according to China Gorman, CEO of the Great Places to Work Institute.
The Media Rating Council (MRC) on March 31 announced it had lifted its advisory on Viewable Impressions for display advertising, part of its Viewable Impressions Guidelines draft. This move is part of a larger Making Measurement Make Sense (3MS) initiative founded by the American Association of Advertising Agencies, the Association of National Advertisers, and the Interactive Advertising Bureau. For its part, the MRC is responsible for setting and implementing measurement standards.