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Social Media

A Tsunami of bullsh*t

Marketing Social Media
September 14, 2016

This week I reviewed a really interesting video presentation which was very different and very confronting, that is, if you happen to be an avid believer in digital marketing being the only way to go for putting your brand front and centre, and seriously reaching and engaging with your customers. There were so many choice quotes coming out of the video that I don’t really know where to start. The real take outs for me were “can you feel that…

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Analytics and metrics: It’s all in the interpretation

Analytics Marketing Social Media
August 31, 2016

The backdrop to this week’s post is a paper by Germann et al. (2013): Performance implications of deploying marketing analytics. The paper gives a sobering narrative of the use (or not) of analytics in marketing and the impact this can have on the improvement of the overall decision making process; not just for marketing practitioners but also for customers / audiences. A couple of stand outs for me from the article were that in a recent study of 587 executives…

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Mavens, craft beer and a heap of these !?!?!?!?!

Content Engagement Social Media
August 24, 2016

This week I’m going to base my post on some interesting research by Torgeir Aleti, Paul Harrington, Marc Cheong and Will Turner that looks at how the Australian brewing industry influence consumers on Twitter. The research is fairly comprehensive and is structured around proving, or disproving a number of hypothesis based on a series of constructs; • Indegree influence and retweet influence • Message formulation and language • Native platform behaviour • Reciprocity and; • Persistency One of the key…

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You talking to me?

Engagement Marketing Social Media
August 17, 2016

This week’s inspiration is drawn from a great piece of industry reading from Forbes Insights on Customer Engagement: Best of the Best. If you have some time, it is well worth a read. The article provides some excellent examples of customer engagement in both the on-line and off-line space and there are also plenty of great examples of where the introduction of technology has significantly contributed to an increase in engagement (and value) between business and consumers. One particular point…

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Facebook segmentation and engagement

Consumer Behaviour Engagement Marketing Social Media
August 9, 2016

This week’s blog article is based upon the Hodis et al. (2015) article “Interact with me on my terms: a four segment Facebook engagement framework for marketers”. The paper covers off some great research about why segmentation is so important for Facebook engagement and identifies four clear segments for consideration. Attention seekers – users looking for admiration and appreciation (low levels of consumption and high levels of creation) Entertainment chasers -people trying to escape boredom (consuming small bursts of entertaining…

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Burgers, Coke and the Black Death

Consumer Behaviour Marketing Social Media Viral Marketing
August 3, 2016

This week’s topic is viral marketing. To get your head around this subject there is a great academic paper which provides some insight in to this exciting area of Social Media Marketing. Kaplan and Haenlein’s paper, “two hearts in three-quarter time: How to waltz the social media/viral marketing dance” is an extremely thought provoking must-read. The authors work their way through the mine field of viral marketing with some great examples of campaigns that went really well (Diet Coke /…

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Social Media and Consumer Behaviour

Consumer Behaviour Marketing Social Media
July 29, 2016

This week I had the opportunity to review the latest Sensis Social Media Report and it made for some fascinating reading. The report contains some great statistics and trends on consumer and business engagement with social media, such as, the proportion of businesses with a social media presence, what type of devices people use to access social media, which social networking platforms are being used (or not) and what level businesses are investing in their social media presence. The report…

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