Archives for posts with tag: conversations

Here’s a quick tour of where things stand with key social media platforms today. Hat tip to HuffPo and iStrategyLabs for putting this together:

 What jumped out at us:

23% of Facebook users check their accounts 5x or more per day. That isn’t far from how often the average person accesses an email account every day, and most likely a lot more time than anyone spends on your company website. Give that some thought.

Also, 80% of users prefer to interact with brands on Facebook (than on other social channels). The value they get out of that interaction is 100% up to you though, so make it worth their while. (Most brands don’t make it worth anyone’s while. Work harder at this.) 77% of B2C companies and 43% of B2B companies report having acquired customers from Facebook. [source]

By the way, 488 million users regularly use Facebook mobile. (See our previous posts that touch on mobile statistics.)

34% of companies have generated leads from Twitter. Or should we say “only” 34%? It should be 100%. (See our previous two posts. They touch on that and explain how to turn that around.) The magic word: monitor.

Bear in mind that about 0.05% of the total Twitter user population attracts almost 50% of attention on the channel. Without getting into discussions about the validity of “influencer scoring,” (Klout, Kred, etc.) understand that not all Twitter users are created equal. Some will amplify your reach while others will not. Seek to understand this process better. Test and map it if you can.

This also means that if you fail to understand how Twitter works, your content will go nowhere. 71% of the millions of tweets each day attract no reaction whatsoever. They may be seen, you may be able to estimate total “impressions,” but your audience’s reaction will be zero. Keep that in mind when designing content and evaluating its impact on your audience. (Content relevance/value matters.) Impressions are not behavior. There’s a missing link there that you need to provide.

Conversely, 56% of tweets from customers are still being ignored by companies. (Also see our two previous posts.) If every company had a mature social business program, that number would be zero. In the business, the technical term for this kind of insight is called an “opportunity.” Better get on that. (It’s so easy to fix that too. All you need is a decent monitoring tool. Ahem.)

635,000 people join Google+ every day. (Wow! That’s a lot. Really?) Look, even if Google+ is still a little odd and you don’t understand its value or purpose, start using it anyway. If anything, it’s a great platform for seamless collaboration between project teams inside your own organization. As Google+ continues to grow and evolve, you will grow and evolve with it.

Active users spend upwards of 60 minutes per day across Google products. (That’s email, Google search, G+, etc.) Compare that to the average 15-20 minutes per day spent on Facebook. We expect that the value of Google+ becomes clearer, usage will increase.

The average Instagram user spends more time there than on Twitter. And you may not know this, but Instagram is searchable. (Check out how Tickr incorporates Instagram images into its monitoring dashboard.) Here’s a screenshot if the link doesn’t work:

If there is one thing you should know about Pinterest, let it be this: Pinterest is social sharing on steroids. 80% of the content posted to Pinterest boards is repinned (like a share on Facebook or a retweet on Twitter). What this means: Pinterest is a strong vehicle for a) social discovery (from recommendations) and b) product bookmarking. Take a step back and consider opportunities for your business. If you’re a retailer of any kind, Pinterest should be on your radar. (You can post your products there, with back-links to an e-commerce site, for instance.) Same thing if you’re a hotel or a restaurant operator. Car manufacturers? Same deal. From summer camps to gyms and from cruise lines to media outlets, Pinterest might not be a bad investment. Create visual content that you can seed Pinterest with.

Remember: Social Discovery and (aspirational) product bookmarking. Bonus: 50% of Pinterest users have children,and 80% of these users are women. If you know your key target demos already, that’s pretty relevant information.

 So the moral of this post is that there’s still a ton of room for improvement in your social business program. No matter if you are a small little startup or a giant global brand, not only could you be doing better with social, but with a few small (and smart) changes, you might be able to see BIG results fairly quickly.

Our piece of that pie obviously deals with monitoring and listening. Just by combining the right focus and the right tools, you can increase lead generation virtually overnight. You can improve customer service (and consequently improve customer retention, loyalty and recommendations) in a very short timeframe as well, and perhaps even turn your social customer service practice into an overall cost savings project (it won’t be the first time). By being aware of where people spend their time, what they do there and how long they spend on these platforms each day, you can also improve brand awareness, product discovery, product recall, and even positively influence purchase intent (that whole product bookmarking thing is pretty effective).

So don’t get stuck on that whole “content is king” thing. It has value, but it turns out to be a small piece of a much bigger social business puzzle. Start focusing on the other pieces. The ones that actually create value, drive business, and boost loyalty. (Ironically, they may be cheaper than content creation.) Properly monitoring channels for threats, opportunities, reactions and consumer queries would be a great place to start.

Cheers,

The Tickr team.

As always, feel free to like us on Facebook, follow us on Twitter (we promise never to spam you with junk), and of course try the free version of Tickr. You can always upgrade to Pro or Enterprise later, but only if you want to.)

We’ll keep things simple: no matter who you’re rooting for, today’s a big day in politics. A historic day. Either President Barack Obama gets four more years, or Mitt Romney wins his bid for the White House. Most US political polls have the candidates in a dead heat. Voter suppression efforts seem to be getting some attention in various parts of the US. Voter turnout is still, as we write this, a big question mark. A lot of things could happen in the next 48, maybe even 72 hours. One of the two candidates could win in a landslide and the whole thing could be over by midnight. Or it could be a virtual tie, and the election could be dragged out for days.

What we know is this: The next couple of days will be the biggest political event in social media’s short lifespan. Millions of people will be tweeting, blogging, updating their Facebook accounts, posting photos and videos, discussing their experiences, their opinions, their hopes and fears and dreams. Millions of people will be sharing their election with the rest of the world, and for those of us who study human behavior online and offline, it’s going to be a fascinating experiment in qualitative and quantitative digital data mapping.

To make your digital experience as fun, rewarding and immersive as possible, we’ve put together a short list of digital tools you might want to dedicate a screen, device or browser tab to.  If you have any to share that you feel should figure on this list, definitely share them with us. We’ll add them.

1. Build a 2012 Election Watch Tickr page.

Track news, blog posts, tweets, instagram photos and more on just one self-refreshing page with a timeline-based activity graph. You can drill down into every time block and see what’s going on, or you can just let the content windows give you a general sense for the latest news and opinions. It’s really easy.

If you don’t have a pro account, just use the free trial version. You won’t get every single piece of content that the pro and enterprise versions would dig up, but you will get a pretty good feel for what is going on. Anything that goes viral or gets any traction at all will turn up in the feed. (In a way, the free version turns out to be a nice skimming-off-the-top option sometimes.)

Click here or on the screen shot below to go to the page we already set up for you. If you want to build your own election watch page, click here and follow the simple instructions.

2. As poll results start to come in, test out possible scenarios with the Wall Street Journal’s interactive election map. See if you can predict the outcome of the election before anyone else does. It even has the 2004 and 2008 election maps for you to reference, which is kind of handy. Check it out:

3. As results get more certain as time goes by, use the New York Times’ 512 Paths to the White House online app to help you quickly understand where things can go next. All you have to do is scroll your cursor over any part of the tree to see where things go from there. When a state gets called, click on it (above the graph) and the app will rebuild the graph for you. If either of the candidates gets the required amount of electoral votes to win, you will be rewarded with their beaming mug. It’s slick and clever, and we really like that one. Here’s what it looks like before the counting begins:

4. Nate Silver’s Five Thirty Eight blog has been one of the most talked prognostication resources this year. This is your chance to see if the numbers guy was right (again). There are tons of great resources on that page, so definitely devote a tab to it. You’ll want to consult it regularly.

 5. Still from the New York Times, also check out the interactive electoral map. We like the geovolume blocks & bubbles design. It’s also interactive, so you can let the site create scenarios for you, or you can create your own by just moving the states around from one side of the screen to the other. Pretty slick.

 

Note: Many of these tools also allow you to track state and other elections, so feel free to dig deeper than the big Presidential race.

Between those five tools, Google’s Politics & Elections page and your favorite TV channels, you should be set to track the final sprint of the election like a pro.

If you have time, don’t forget to come say hi to us on Twitter and Facebook. And may the best candidate win.

Cheers, and see you on the other side of this one.

Update:

6. Here’s another cool interactive resource you might enjoy. (Hat tip to Sally Crunch – @MaverickNY on twitter –  and Jamie Cara Kennedy.) It’s C-Span’s historical map of the electoral college. By scrolling along the timeline, you can see how every presidential election played out since 1900 (McKinley-Bryan). You’ll be seeing red and blue for days, but it’s a fascinating way to visualize history using a simple political map.

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