The above Infographic is by BzzAgent (@BzzAgent). Enlarge it.
New research by audience research and targeting company Crowd Science (@crowdscience) says Facebook brand pages have been ‘liked’ by only 9% of Internet users — trailing the number of ‘likes’ for all other Facebook elements.
No single type of Facebook feature has attracted ‘likes’ from more than 20% of all survey respondents in the study – one potential reason why Facebook is moving to its new Timeline layout. “These findings show that while users have been willing to ‘like’ Facebook items to some extent, they’re far from loving the idea,” says Sandra Marshall, VP of Research at Crowd Science.
Wall posts, pictures, and comments lead the ‘likes’ list, each having been ‘liked’ by 16% of respondents. These are followed by videos (12%), non-branded pages (10%), and branded pages (9%).
Those who have ‘liked’ branded pages tend to skew younger and spend more time on the Internet.
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According to trendwatching.com (@trendwatching), “consumers will truly embrace brands that don't hide (or ignore) all their flaws.” It terms this trend “Flawsome”:
Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
Two key drivers are fueling the FLAWSOME trend:
· HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
· TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks, and ratings.
Contact Somersault (@smrsault) to help you identify and take advantage of trends that will advance your brand.
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As reported in the study Demystifying Social Media (#mcksocial) by Roxane Divol (@rdivol), David Edelman (@davidedelman), and Hugo Sarrazin (@HugoSarrazin) in McKinsey Quarterly (@McKQuarterly) (YouTube channel), brand owners seeking to make the most of social media must learn to “monitor,” “respond,” “amplify,” and “lead” on these sites.
· Monitoring brand buzz is the core function of social media as it applies throughout the purchasing decision journey.
· Responding to positive and negative comments is crucial for brand protection. “No response can be quick enough, and the ability to act rapidly requires the constant, proactive monitoring of social media—on weekends too. By responding rapidly, transparently, and honestly, companies can positively influence consumer sentiment and behavior.”
· Amplification involves designing marketing activities to have an inherently social motivator that spurs broader engagement and sharing. It means offering experiences that customers will feel great about sharing, because they gain a badge of honor by publicizing content that piques the interest of others.
· The fourth role of social media is to “lead” and encourage behavior change.
Another study says the quality of customer service offered by US brands on social media strongly influences buying habits. The 2012 American Express Global Customer Service Barometer says the average person using social media to get customer service is subsequently willing to spend 21% extra on a brand if the service is “excellent.”
Contact Somersault (@smrsault) to help you effectively market your brand, both online and offline.
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Here’s an example of innovative advertising! Serviceplan Germany built a giant, hand-cranked 3-dimensional organ out of 20,000 LEGO bricks to help promote the 3D version of the Star Wars movie. The instrument toured Germany in January, complete with a QR code. Very creative and true to the brand. Have fun watching.
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From book patrol (@bookpatrol) and HeraldNet comes this fun photo.
What else would you cover an electrical transformer that sits in front of the Library Place apartments, and is adjacent to the Everett (Washington) Public Library, then with a book sculpture?
If you’re a book lover like we (@smrsault) are, be sure to bookmark and use daily the SomersaultNOW online dashboard.
For all the technology we have, it doesn’t seem to be bringing us much happiness, according to a recent survey conducted by research firm Market Probe International and integrated marketing communications agency Euro RSCG Worldwide (@EuroRSCG).
This Digital Life (@prosumer_report) surveyed the opinions of 7,213 people in 19 markets and discovered that
· 55% of respondents believe technology is robbing us of our privacy, while more than half of Millennials worry that a family member or friend will post inappropriate personal information about them online.
· 42% of consumers believe it’s "too soon to tell" whether new technology will have a bad effect on society. 10% already believe the impact is negative.
· 60% say it’s "wrong" for people to share a lot of their personal experiences and feelings online.
· 58% agree people are "losing the ability to engage in civil debate."
· 1 in 3 Millennials say sites such as Facebook and Twitter make them "less satisfied" with their lives.
· 40% of consumers would be happier if they "owned less stuff."
The report says marketers will have to adapt their communications to suit this consumer mood, specifically in “helping people feel a greater sense of control and security.”
"People are looking to replace hyper-consumption and artificiality with a way of living that offers more meaning and more intangible rewards — even as they wish to maintain the modern conveniences upon which they've grown reliant."
See larger image of above Infographic.
Also see JWT Singapore's (@JWT_Worldwide) news release, "Survey Shows Mounting Social Media Obligations Have Become a Stress and a Chore."
Contact Somersault (@smrsault) to help you properly communicate your brand message.
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This video ad for The Guardian (@guardian) uses the famous fairy tale of “Three Little Pigs” to paint a 21st century picture of open journalism, imagining how the story might be covered in print and online. Follow the story from the paper's front page headline, through a social media discussion and finally to an unexpected conclusion.
In contrast, The New York Times (@nytimes) has created 4 videos that promote the rich experience users get when using its website.
See all The New York Times video ads.
Of the two styles above, which is the most effective? Do they properly reflect each brand message? Does each have viral potential?
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The surprise of finding a unique, fun, and relevant book in the glove compartment of your new car is still a delight, even (or especially?) in this digital ebook age.
In a promotional campaign introducing Volkswagen's Up! (@vw_up & @volkswagen_up) small car to the UK, drivers get a special treat when they find The Narrow Roads of Britain, a handsomely illustrated glove-box-size book that highlights 18 of the thinnest thoroughfares in Britain, from urban tunnels to country lanes — perfect for the Up! to slip through. GPS coordinates appear on each page, along with photos by Harry Cory Wright (@Harrycorywright).
The Inspiration Room (@InspirationRoom) reports on another innovative use of a printed book: "Land Rover Edible Desert Survival Guide." The agency Y&R Dubai (@yrdubai) created a book with helpful advice in the event of an emergency in the desert and used it to promote Land Rover (@LandRover) to existing owners, gave it away as a supplement to the car's manual, and made it available in sports shops.
It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.
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This article by Nathalie Kylander (@6kylanders) and Christopher Stone in Stanford Social Innovation Review (@SSIReview) says many nonprofits continue to use their brands primarily as a fundraising tool, but a growing number of nonprofits are developing a broader and more strategic approach, managing their brands to create greater social impact and tighter organizational cohesion.
A decade ago, the dominant brand paradigm in the nonprofit sector focused on communications. Nonprofit executives believed that increased visibility, favorable positioning in relation to competitors, and recognition among target audiences would translate into fundraising success. Branding was a tool for managing the external perceptions of an organization, a subject for the communications, fundraising, and marketing departments.
In contrast, the emerging paradigm sees brand as having a broader and more strategic role in an organization’s core performance, as well as having an internal role in expressing an organization’s purposes, methods, and values. Increasingly, branding is a matter for the entire nonprofit executive team. At every step in an organization’s strategy and at each juncture in its theory of change, a strong brand is increasingly seen as critical in helping to build operational capacity, galvanize support, and maintain focus on the social mission.
The authors propose a framework that allows brands to contribute to sustaining their social impact, serving their mission, and staying true to their organization’s values and culture. They call it the Nonprofit Brand IDEA (in which “IDEA” stands for brand integrity, brand democracy, brand ethics, and brand affinity).
· Brand integrity means that the organization’s internal identity is aligned with its external image and that both are aligned with the mission....
· Brand democracy means that the organization trusts its members, staff, participants, and volunteers to communicate their own understanding of the organization’s core identity....
· Brand ethics means that the brand itself and the way it is deployed reflect the core values of the organization....
· Brand affinity means that the brand is a good team player, working well alongside other brands, sharing space and credit generously, and promoting collective over individual interests....
Contact Somersault (@smrsault) to help you plan and execute the proper strategy for your brand.
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