Archive for 08/01/2012

What’s the real cost of social media? These stats, which have been aggregated by Focus.com, show some good insights into how much brands are paying, on average, for their social media strategy and activities.

The second half of this infographic shows some good stats on the benefits of social media, including a comparison of what an average Facebook fan will spend on certain brands compared to a non-fan. On average it shows that a Facebook fan is 28% more likely than a non-fan to continue using a brand and that fans are 41% more likely to recommend a fanned product to their friends.

This is a great infographic that has just been released from the team at get satisfaction. It gives you an interesting insight into why people follow brands in the social media space. The main reason is pretty obvious, apart from being a current customer of the brand, is to receive special offers or deals, however there are some other interesting stats in this infographic.

The highlights:

  • Over 97% of people say that social media has influenced their decision to make a purchase of a brand or product.
  • Over 23% of people have downloaded a branded app onto their mobile devise.
  • Over 18% of people follow a brand on Facebook for interesting and entertaining content.
  • Over 22% of people follow a brand on Twitter for interesting and entertaining content.

I think this is very useful for everyone to understand how big Facebook is..

Facebook Statistics, Stats and Facts for 2011 are starting to roll out, and here is the first infographic to wrap them all up thanks to Online Schools. With over 800 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) who log in every day. The average user still has about 130 friends, but that should expand in 2011.

48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed. The 35+ demographic is growing rapidly, now with over 30% of the entire Facebook user base. The core 18-24 year old segment is now growing the fastest at 74% year on year. Almost 72% of all US internet users are on now Facebook, while 70% of the entire user base is located outside of the US.

Over 700 Billion minutes a month are spent on Facebook, 20 million applications are installed per day and over 250 million people interact with Facebook from outside the official website on a monthly basis, across 2 million websites. Over 200 million people access Facebook via their mobile phone. 48% of young people said they now get their news through Facebook. Meanwhile, in just 20 minutes on Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million messages are sent.

What exactly does a social media strategist do, what qualifications should they possess, and what actually makes them successful overall and day to day?

Well, this interesting infographic from Mashable dives in to look at the personality traits, education, career paths and responsibilities of today’s successful social media strategists, plus, what they use to measure the success of their own campaigns…

2011 was a pretty crazy year for Twitter, and probably more for those who tweet. So here is a nice infographic round up of what the world tweeted in 2011, if twitter were the news, which, it pretty much has become the unofficial and quite often the official, source of!

Beyonce’s pregnancy reveal, which became the highest tweeting even of the year, even more so than the tsunami in Japan and the death of Osama Bin Laden. While Justin Bieber gets an average of 5 million re-tweets every time he types 140 characters!

 The idea is that Maroon 5 will open up their studio for a 24h live stream event on Facebook with Coca-Cola, working together to with their social communities to concept, write, record and produce a new song in just 24 hours, made completely from the communities input.

The event is by Facebook invite only and at the moment, has about 6,000 RSVP’s while the campaign video is a little static at just 15,000 views on YouTube… So, the question begs to be asked, is branded crowdsourcing getting old? Perhaps just so common that people just don’t want to engage with it any more? Coca Cola has over 23 million Facebook fans, so you’d be expecting at least 100,000 people to accept the invite right? That’s not even half a percent!

http://www.youtube.com/watch?v=1qJEnyZiBuE&eurl=http%3A%2F%2Fwww.digitalbuzzblog.com%2F24h-coca-cola-maroon-5-crowdsourcing-session%2F&feature=player_embedded

Weirdly, the last 7x posts to those 23 million plus fans were specifically promos for the Maroon 5 crowdsourcing campaign, it seems that the entire community has just ignored it, with only a few hundred comments per post.

Click here for campaign web site:

http://www.coca-cola.com/music/en_US/24hrsession/html/Coke24hrs_PostEvent.html

Toyota UK has launched a Facebook app challenging fans to leave a 40 character rant about something that’s been bugging them lately, with the best entires to be turned into music videos recorded by animated rapper Gadget and his sidekick puppet Slick, during a 72 hour social event.

http://www.youtube.com/watch?v=y1xV4nsjyd0&eurl=http%3A%2F%2Fwww.digitalbuzzblog.com%2F&feature=player_embedded

Toyota UK has 11,000 fans on Facebook, so I’m looking forward to seeing how the combination of crowd sourced content and professionally recorded mini-rap videos plays out in terms of additional fans and the related “talking about this” count.

 The Old Spice Social Campaign Case Study from WK

The Old Spice Case Study talks us through the insight around targeting men & women at the same time to generate conversation around body wash. When it was launched online for the super bowl weekend (and TV shortly after) the campaign managed to capture 75% of all conversations in the category (although I’m sure that was off a small base) before every man and his dog was talking about the Old Spice ads.

To continue that success Old Spice & WK needed to take the campaign to the next level, Mustafa was now a household hero, and they wanted to engage the fans directly. And so the response campaign was born.

Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 odd videos around the clock, creating videos and responding directly to fans and celebrities in near real time to create what is now known as the best social campaign ever to have been created.

So here are a few of the stats… hold your breath…

http://www.youtube.com/watch?v=Kg0booW1uOQ

  • On day 1 the campaign received almost 6 million views
     (that’s more than Obama’s victory speech)
  • On day 2 old spice had 8 of the 11 most popular videos online
  • On day 3 the campaign had reached over 20 million views
  • After the first week old spice had over 40 million views
  • The old spice twitter following increased 2700% (probably off a lowish base)
  • Facebook fan interaction was up 800%
  • Oldspice.com website traffic was up 300%
  • The old spice YouTube channel became the all time most viewed channel (amazing)
  • Thecampain has generated 1.4 billion impressions since launching the ads 6 months ago
  • The campaign increased sales by 27% over 6 months since launching (year on year)
  • In the last 3 months sales were up 55%
  • And in the last month sales were up 107% from the social responses campaign work
  • Old spice is now the #1 body wash brand for men.

Lacta Chocolate have produced some innovative campaigns over the last 12 months, and next up is this interesting Augmented Reality piece that allows you to send love messages that are activated via image recognition over any Lacta Chocolate wrapper. (created by OgilvyOne Athens)

Once you’ve got the app you can send and receive Lacta love messages. If you’ve got a message, holding the chocolate bar to your phones camera when inside the app will activate your personalised message that takes over the wrapper and generates a dynamic animation.

http://www.facebook.com/Lacta?v=app_4949752878

There is a reason some Facebook apps generate hundreds of thousands of fans while others just flop. Generally, success comes down to a few key things… Simplicity, Shareability and Insight.

Most apps should be seriously simple, 3-4 steps, clear instructions, engaging graphics, big punchy buttons and great copy. Then they need to have the right Shareability, and the key to that is utilizing Facebook’s range of standard features in wall posts, wall-to-wall posts, tagging, events, invites .etc but trust me, you need the right combination here, your app depends on it. Then you have the insight, you need to work out what a fan might actually use, what gets them excited, why would they get behind, what they would comment on, why they would share it, what they get out of it.

In just over a month, it generated over 150,000+ fans with thousands using personalised chocolate wrappers as profile pics. A great campaign from OgilvyOne Athens.