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Is Nokia working on something REALLY new?

Heigh-ho! According to the report below (my Finish skills are limited I have to confess), Nokia’s design chief is making pretty BOLD announcements, stating that the company is not only planning to release a new Windows 8 tablet, but also a “revolutionary phone” that “people don’t have to look down to use it and poke their finger at it.”

Whatever that means (I usually don’t look down at my phone, I hold it next to my ear). May somebody be overstating things here? It wouldn’t be the first time… Or is Nokia about to become the new Apple in terms of breakthrough innovations? Let Nokia surprise us…

http://thenextweb.com/mobile/2012/03/15/nokia-design-chief-marko-ahtisaari-confirms-nokias-tablet-plans-admits-we-are-working-on-it/

THT

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Dear Social Media Think:Lab followers and soccer fans:

We would like to recommend you this German article about the new role of Facebook for sports celebrities. Stefan Reinermann is a Münster based journalist running a social media agency. Find the original publication here: http://t3n.de/news/lukas-podolski-zeigt-375243/

Lukas Podolski zeigt, was Facebook-Marketing wert sein kann

Wenn es überhaupt noch eines Beweises bedurfte, dass es für Unternehmen, Marken und prominente Personen zum Pflichtprogramm gehört, sich bei Twitter, Facebook & Co. zu präsentieren, dann hat Fußballnationalspieler Lukas Podolski vom 1. FC Köln diesen nun eindrucksvoll erbracht. Dank seiner hohen Popularität in den sozialen Netzwerken wurde Podolski vom Softdrink-Riesen Pepsi auserkoren, neben Weltstars wie Lionel Messi, Didier Drogba, Frank Lampard oder Fernando Torres im neuen Pepsi-Spot zur Fußball Europameisterschaft 2012 zu kicken.

Sponsorenvertrag dank (Social-Media-)Popularität

Pepsi und Podolski. Podolski und Messi. Der absolute Ritterschlag für den Nationalstürmer. Zustande gekommen durch gute Leistung auf dem Platz und nicht zuletzt durch einen hohen Bekanntheitsgrad bei Facebook, wie Robert Sadjak, Marketing-Leiter PepsiCo Deutschland, verrät: „Die Beliebtheit von Lukas Podolski auf Facebook hat nicht die alleinige Rolle bei seiner Verpflichtung gespielt – aber zweifelos eine wichtige. Jugendliche erreicht man heutzutage ja bevorzugt über Social Media, und Facebook ist die wichtigste Plattform. Lukas‘ Post zu seiner Beteiligung an der Pepsi-Kampagne hat große Resonanz auf seiner Fanseite gefunden und allein innerhalb der ersten Stunde rund 2500 „Gefällt mir“-Klicks erhalten. „Da wir die Kampagne über unsere internationale Facebook- und YouTube-Präsenz begleiten, ist es natürlich von Vorteil, dass Lukas eine so große und aktive Fangemeinde bei Facebook hat”, sagt der Pepsi-Manager.

… read the full article here …

Was ist soziale Werbung wert?

Online-Vermarktung 3.0 – frei buchbare Anzeigenplätze auf den Fanpages der Stars. Der Tausenderkontaktpreis (TKP), aktuelle Währung in der Welt der Online-Werbung, bekäme Konkurrenz. Die neue Währung wäre hochkomplex, würde sich ähnlich dem EdgeRank, der bei Facebook die Bedeutung einzelner Beiträge festlegt, aus unterschiedlichen Algorithmen zusammensetzen.

Prof. Dr. Thorsten Hennig-Thurau vom Marketing Centrum der Universität Münster sucht und forscht nach eben dieser Währung. Gerade erst gründete die Uni Münster in Kooperation mit der Roland Berger Unternehmensberatung das Social Media Think:Lab, das Hennig-Thurau leitet. Die Wissenschaftler wollen Licht ins Social-Media-Dickicht bringen. „Eine unserer zentralen Aufgaben wird sein, Metriken, also eine Art Währung zu finden, nach denen Facebook-Marketing bewertet werden kann“, erläutert Hennig-Thurau. „Was genau ein Posting von Lukas Podolski oder eines anderen Prominenten wert ist, vermag heute niemand zu sagen. Wer etwas anderes behauptet, ist unseriös. Jeder versucht derzeit, mit Facebook irgendwie Geld zu verdienen. Welcher Weg der richtige ist, das ist aus unserer Sicht heute noch völlig offen. Wir wollen das mit wissenschaftlichen Methoden herausfinden.“ Bei Fanpages von prominenten Personen und Sportlern ist nach Ansicht des Wissenschaftlers vor allem das „Brand Attachment“ der Testimonials entscheidend: „Wenn Lukas Podolski die Fußballschuhe von Adidas oder die Cola von Pepsi via Facebook gut findet, dann identifizieren sich seine Fans sehr leicht mit dieser Einschätzung.“ Facebook-Marketing zahlt sich also aus. Wie sehr und in welcher Währung – das kann heute noch niemand genau sagen. Sicher ist nur eines: Lukas Podolski bleibt auch bei Facebook weiter am Ball.”

by Stefan Reinermann

JvdE

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Nielsen finds 33% of US mobile users deem location-based ads useful

A third of mobile users in the US find adverts that offer custom information based on their location useful, according to a new report from Nielsen.
The study also found that 26% are more likely to look at ads if they have an ‘interesting’ video included and 20% enjoy ads with interactive features.
Nielsen’s US Digital Consumer Report for Q3-Q4 2011 examines how the digital landscape is evolving by tracking various categories such as smartphone usage, connected TV and social networking.
It found that 44% of US mobile subscribers own a smartphone and that there are 117.6m mobile internet users.
M-commerce is also gaining a foothold, with 22% of mobile shoppers saying they had used their mobile to purchase a product in the 30 days prior to the survey and 9% had used the device to pay for goods at the point of sale.
When looking at what people are doing with their mobile phones, the report found that 5.5% of time is spent on social networking apps, 2.3% on music/video apps and 11.1% using the browser.
However, the most popular activities were still text messaging (13.4%) and using ‘other apps’ (55.8%).
Nielsen also tracked which online video sites are most popular and which internet activities garner the most time overall.

Combined with social media, blogging now accounts for the most popular online activity. NM Incite says it is tracking 181m blogs globally compared to 36m in 2006.
However, Blogger, WordPress.com and Tumblr received a combined 80.8m unique views in October compared to 139.1m for Facebook. MySpace only clocked up 13.4m, a whopping 63% drop year-on-year.


http://econsultancy.com/uk/blog/9282-nielsen-finds-33-of-us-mobile-users-deem-location-based-ads-useful

VG

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5 social media marketing trends

A recent publication on the Social Media Examiner by Phil Mershon points out 5 social media marketing trends:

#1 The benefits derived from social media are increasing

#2 More businesses are investing in social media

#3 Measuring ROI is one of the top challenges faced by social media

#4 Marketing agencies view the value of social media marketing differently

#5 An integrated social media plan leads to greater financial results

These findings show that businesses do seem to believe in social media. Social media already accounts for the third largest portion in companies’ online marketing budgets and small and medium sized businesses are forecasted to double their social media expenditure in 2012 (Borrell Inc., 2011). However and nevertheless, one of the key challenges faced by social media will be to answer the question of how to measure the return on marketing investment.

Indeed, many companies do not have any advanced performance measurement systems in place (Altimeter Group, 2011). Out of the companies that do have a measurement system in place measure social media ROMI metrics such as the number of followers/ fans and the traffic to a website. However, when it comes to lead generation and sales KPIs, companies still struggle finding the right connection between these KPIs and the impact of social media.

Therefore, I think this is an issue we should have an eye upon because as long as the success of social media marketing does not become quantifiable marketers will have a harder time justifying why it’s worth the investment.

You can read the full study here.

VG

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Hello Vera

We are very happy to announce a new member in our publisher group:
Vera, we are happy having you here and are looking forward to your interesting posts.

Welcome aboard!

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It’s no secret that celebrities are very popular in all kinds of social networks. Ashton Kutcher, Britney Spears, and Lady Gaga, each one of them alone has 10, 14, and even 21 million fans on Twitter and 12, 18, and more than 49 million (!) fans on Facebook! These numbers are very impressive and it was only a matter of time until they started capitalizing on these assets. For example, the nomination of Ashton as successor of Charlie Sheen in Two and a Half Men is widely attributed to his success and popularity in social networks.

Last Saturday, Lady Gaga, the social network queen, announced in The Economist to go one step further and start her own social network about music, concerts, merchandise, and, of course, herself. LittleMonsters.com starts as an invitation only project with 10,000 “superfans”, comparable to the Google+ launch last year. The network will be operated by her manager’s tech company The Backplane, a social network-start-up specializing on celebrities.

What can companies learn from social networking celebrities? Andreas Kaplan and Michael Haenlein just released a scientific case study, published in Business Horizons, where they focused on Britney Spears’s social media activities during the launch of her album Femme Fatale in 2011. They analyzed the “interplay of postings on Twitter, YouTube, and Facebook – combined with comments on her webpage” and show “a prime example of social media usage to support new product introductions.”

Their lessons learned are:

  • Choose the right mixture of platforms
  • Align your social media strategy with your overall brand strategy
  • Have an interesting story to tell
  • Follow the social media code of conduct (honesty, unprofessionalism, integrity, etc.)

Good reading for getting started social media.

You can read the full paper here:

JvdE

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Social Media Opportunities for Industrial Goods Producers

I just returned from a presentation I held on social media potentials for industrial goods companies in Berlin today. We had a very deep and honest discussion with train and railroad producers on the transformational opportunities created through social media integration. Although more or less new for most participants, we came to the heart of the topic soon. The most interesting issues for the group were:

  • If and if yes, which values can be created for which target groups,
  • Organizational preparations, necessary for getting started with social media,
  • How crises arise and how to manage them, and
  • How to influence politics and politicians through social media.

Many participants asked me about social media case studies specificly focusing on industrial goods companies. I only know a few of them, e.g. Siemens and BASF. Do you know if there are some more cases out there somewhere?

JvdE

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Here at last: Our findings on the “Twitter Effect”…

We (that’s Prof. Caroline Wiertz from City University London, former doctoral student Fabian Feldhaus, and myself) started our long-term investigation of the “Twitter Effect” in early 2009. [The “Twitter Effect” refers to the  potential impact of Twitter tweets on the early adoption of new products such as movies — for some introductory reading, see Mashable.

After several years of framing the problem, collecting one full year of tweets for new movie releases in North America (that’s 4 million tweets!) as well as lots of data on factors that could provide an alternative explanation why movies succeed or fail at the box office (e.g., advertising spending, movie genre, production budget…), quite extensive data analysis, and a lot of writing effort (yep, you still need this these days;-)), we can now contribute our academic “five cents” to the controversial discussion of whether such an effect exists — or it is all a big misunderstanding (as argued by several, see for example here).

If you’re are interested in our method and results, please take a look at our Working Paper — you can download it for free from the following site:

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2016548

We appreciate your interest in our work and value potential comments!

THT

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Google Play — a mixture of iTunes and Amazon for Android users

Those of you who use the Android OS might have already experienced it this morning — the Android Market has become “Google Play”. It seems that in addition to the new name there are some other substantial changes also — users can now enjoy “a one-stop marketplace for music, movies, books, applications and other digital media content”. Pretty much Apple’s iTunes store. Or Amazon’s website?

Besides, those who are (like me) situated in Germany will not perceive much of a change. But haven’t we become used to that kind of secondary treatment in terms of access to media content?

And finally, here’s a nice little “kind of ad” for Google’s new service…

THT

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Speaking of “shitstorms”…

Isn’t it amazing how tasteless marketers can be? This ad for the major German utility conglomerate EON provides today’s example. May the “shitstorm” get them!

http://meedia.de/werbung/e-wie-ekelhaft-shitstorm-nach-kopfnuss-spot/2012/03/05.html

But maybe this tastelessness is intentional — is it aimed at distracting potential customers from more fundamental marketing problems of the company?

http://www.ciao.de/e_wie_einfach_de__Test_8391638

THT

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