Facebook: Facts & Figures For 2010

I thought I’d throw up another great social media infographic / visualisation / chart or what ever you want to call them! This time it’s on Facebook Statistics for 2010, showcasing things like total users, global reach, mobile usage .etc along with a pretty cool timeline of the key milestones in Facebook’s history so far. Make sure you check out Facebook Statistics, Stats and Facts for 2011 right here.

http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/


(JOELY)

Statistics: The State Of The Internet Video

This video by Jesse Thomas is getting some serious attention since being launched on Vimeo last week. The format is simple, a great combination of animation meets statistical visualisation to showcase some of the most recently released stats on the state of the internet.

It provides us with some great insight into what’s going on online; with numbers around all the social mediums, video platforms and more (although it’s all pretty basic, top line info). A few interesting stats you’ll love… There are 2.5 billion photos uploaded to Facebook every month, YouTube serves 1 billion videos per day, The average person watched 182 online videos per month and there are 200 billion spam emails sent every day! Enjoy the video!

Use link below to watch video
http://www.digitalbuzzblog.com/statistics-the-state-of-the-internet-video/

(JOELY)

Asos on FB

The U.K. clothing site is the first European fashion retailer to open an e-tailing outpost inside the social network

By Sarah Shannon

Sarah Townsend will no longer have to leave her 507 Facebook friends behind to buy the £35 ($55) baggy sweater she's been eyeing from Asos. On Jan. 27, the hip, London-based online clothing site became the first European fashion retailer to open an e-tailing outpost inside Facebook. Competitors such as Gap (GPS) and Inditex's Zara use the networking site largely to communicate with fans. Visitors to Asos's store on Facebook can shop the company's entire stock of 150,000 products without leaving the site. They also can post photos of items to their wall so friends can comment on potential purchases. "It's something I want to do more of," says Townsend, a 25-year-old marketing professional in London.

Asos and other retailers are going after consumers that marketing pros call "moppers"—as in mobile shoppers. Britain's No. 2 online retailer, whose name stands for "as seen on screen" (it has no physical stores), logged a 54 percent revenue increase, to $371 million, in the nine months ended Dec. 31. Analysts estimate pretax profit will reach $44.5 million this year. "Asos is leading the way," says Andrew Wade, a retail analyst at Numis Securities in London, who recommends clients buy Asos shares. "I'd expect to see other people do the same thing."

Moppers already use mobile devices to browse online stores, comparison shop, and get recommendations from friends. Making a purchase on their Android phones or Apple (AAPL) iPads is a natural next step. In the U.K. alone, mobile commerce is forecast to more than double by 2013, to $440 million, according to market researchers Verdict Research and Ovum.

Facebook says about 200 million of its 500 million members worldwide access the site via mobile devices. And these users are twice as active as those who use their home or work computers. The Palo Alto (Calif.)-based company is ramping up efforts in the U.S. to entice companies to sell their wares on its pages. Two that have already worked with developers to set up shop are J.C. Penney (JCP) and Delta Air Lines (DAL). In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through social networking sites such as Facebook, says Mike Fauscette, an analyst at research firm IDC in Framingham, Mass. "There's money in this for all of the players involved," he says.

At Asos, which also caters to shoppers in the U.S., Germany, and France, purchases from mobile devices amounted to just $1.5 million in December, or about 3 percent of its sales. The company expects that figure to start ticking up with the opening of its Facebook store last month. "Our [customers] are on Facebook all day, every day," says Chief Executive Officer Nick Robertson. For now the Asos store inside Facebook can only be accessed via a PC or an iPad. The company, which has close to 465,000 "likes" on Facebook, is at work on an app that will allow smartphone users to shop its site.

The owner of the world's largest e-commerce marketplace, EBay (EBAY) forecasts global mobile sales will double this year, to $4 billion. "Fashion is the biggest category for growth, and the U.K. is the fastest-growing market in Europe," says Patrick Munden, head of seller communications at eBay UK. British grocers are also seeing a rise in mobile transactions. Ocado reported that about 6 percent of orders in the first half of last year came through its "Ocado on the Go" smartphone app. Tesco, Britain's top retailer, upgraded its app in October to include a feature that allows shoppers to add products to their virtual shopping basket simply by photographing a product's barcode. Enjoying a good bottle of Chianti at a restaurant? Scan the label and it's yours.

Not all U.K. retailers are rushing headlong into mobile commerce. Jonathon Brown, head of online at department store chain John Lewis, says the retailer uses social network sites such as Facebook and Twitter as more of a "listening and protective tool" to respond to customer complaints and comments. Launching a transactional site on Facebook is something the company would consider, he added. Smartphones and iPads already generate about 5 percent of the traffic on its online store. A smartphone application that will offer fashion advice and buying guides are due to launch sometime in the first half of 2011.

For tech-savvy shoppers such as Townsend, who admits to a $160-a-month Asos habit, the new Facebook store could make it difficult to keep addictions in check. "I look at Asos probably every fortnight," she says. "It's the first place I go."

http://www.businessweek.com/magazine/content/11_09/b4217022938902.htm

(JOELY)

Comparethemeerkat.com

The compare the meerkat adverts are a great example of above and below the line marketing and the combination of on and offline experience. 


The blog post below is by Joy-Fleur Brettschneider, new media and brand blog looking at the example of comparethemeerkat.com and comparethemarket.com.


After getting lots of positive response and people liking these adverts, Aleksander did not rest on his laurels. He created an account on social networking siteTwitter gaining great response within only a few days and currently has 14,935 followers (see his page here). Hence, Aleksandr took advantage craftily of the numerous brandingand social networking opportunities delivered by Twitter.



Matching his character his account provides funny and light-hearted content, which is also adding value through a personal touch to the brand itself as well as and additional level of online customer support. According to RevolutionmagazineAleksandr even encouraged his Twitter followers to leave statements on how they like the business in order to create a testimonial area on Comparethemeerkat.comwith their comments and photographs (read full story here).
Aleksandr also has created a Facebook page (here you can see his profile) with stunning 409,565 “fans” where he similarly to Twitter discusses funny stories and jokes with people who have signed up for him.
Both, Twitter and Facebook show high potential for customer interaction and also very high response rate from people involved. In marketing terms that can be seen as brand management and reputation building from a funny and relaxed perspective: people start to like Aleksandr and part of their affection will be transformed to Compare The Market eventually. Moreover, there is also a profile onYouTube (see here) where people have signed up as followers and leave comments on the videos. It seems that people are highly enthusiastic in communicating with Aleksandr. On all pages high interaction between customers and “Aleksandr” is apparent, which represents an essential element for successful social networking.
Compare The Market have created a spoof on their own name and perfectly combined online with offline efforts within their marketing concept by combining above-the-line advertisement such as print, TV and radio with below-the-line advertisement such as social networks and web pages. This shows that new media are even stronger if combined with traditional methods, if applied effectively so that one can boost the other in the most efficient way.
With reference to Marketingmagazine the responsible agency VCCP had the clear brief to boost the brand name “Compare The Market” in order to generate brand awareness and to stand out in a very crowded market. Hence, return on investmenthas been achieved clearly as brand recall is ensured massively – I am sure that people will definitely remember the brand, as VCCP have done a great job.
In SEO terms, which is the concept of optimising the ability of others to find your brand’s online appearance best possible when using a web search engine such asGoogle or Yahoo, Compare The Market have also succeeded. Having an account on the most popular social networks boosts a brand in extremely high positions on web search engines. By building brand awareness via social media, this also allows them to have a direct influence towards increasing online traffic and finally their sales.
This entire campaign is a brilliant piece achieving a viral effect that does not seem to stop spreading. Definitely an outbreak in promotion by combining online and offline efforts. It shows how successful a clear marketing strategy can be, when created properly by applying currently popular tools. They took advantage of the popularity of social networking sites Facebook, Twitter and YouTube in order to build a platform for interaction with their “fans”. I am sure some people may argue whether having lots of followers supports their business, but once more I believe that awareness creation, which is achieved perfectly in this case, has a long-lasting effect that will stay in mind. And if you ever should require cheap car insurance… I am sure you will remember Aleksandr and give their page a go – if this is not successful marketing, then please tell me why!


http://joyfleur.wordpress.com/tag/customer-interaction/
(JOELY)

Smirnoff party exchange

Smirnoff launched a nightlife exchange with 14 countries worldwide, where the best nightlife party idea would swap with another country.


The article below looks at the levels of engagement and the success of the event both online & at the party.

Smirnoff show how a brand can engage consumers by using cultural exchange parties between cities around the world. Consumers in Berlin and Cape Town say they were “very excited” about the parties and later “thank Smirnoff” for an “unforgettable evening”.

Smirnoff use their series of Facebook pages across a range of countries to promote their Nightlife Exchange Project. Consumers from 14 countries give their ideas for the ultimate night out and then switch nights with other cities around the world. WaveMetrix analysed the consumer response in Germany and South Africa in the lead-up and aftermath of the Nightlife Exchange Project where Berlin hosted the South African party and Cape Town hosted the German party on Saturday 27th November.

WaveMetrix social media monitoring shows that the Nightlife Exchange successfully engaged consumers in both Germany and South Africa. Many “can’t wait” to attend and after the party “thank Smirnoff” for a “most amazing time”. Using human analysts, WaveMetrix can see that over a third of consumers mention the Smirnoff brand when discussing the parties, although only a minority mention Smirnoff products.

Consumer discussion around the Nightlife Exchange parties is very positive in both countries:

• Germans say the Nightlife Exchange party was “awesome” and a “great idea”: Germans say they would “like to attend” and are “very excited” about the event as it will be a “great experience”. Afterwards, they say the party was “cool” with “great food and cocktails” and “sensational music” such as “Peaches” and “Boys Noize”. They “like” the photos on the Facebook wall and ask Smirnoff for the event to come to other cities in Germany.  Negative buzz is very low; a few say there were “poor acoustics and drinks” or lament that they “cannot attend”

• South Africans “thank Smirnoff” for the “best party ever”: Consumers in Cape Town say the Nightlife Exchange party was “fabulous” and they had the “most amazing time”. They “thank Smirnoff” for a “legendary party” that they will “never forget”. Before the party, people were “excited” about the event and the “brilliant line-up of German DJs” such as “DJ ATB”. Some say they would “definitely attend” as it will be “epic”. Negative buzz is very low; a few say the party “would have been better in Johannesburg”

Over a third of consumers mention the Smirnoff brand when discussing the event:

• Over a third of consumers mention the Smirnoff brand when responding to the Nightlife Exchange: South Africans in particular discuss the Smirnoff brand in relation to the event; they “thank Smirnoff” for the “amazing event” and “making this possible”. Some Germans say they “want to be part of the Smirnoff exchange experience”

• A minority of consumers go on to discuss Smirnoff products: They say Smirnoff is “cool” and they “drink it every weekend”. They mention the drinks they like such as “Smirnoff triple distilled” or “Smirnoff Apple”

• Half do not mention Smirnoff in relation to the party: They express their “excitement” towards the event, but do not mention the Smirnoff brand or products

Social media gets consumers raving about Smirnoff Nightlife Exchange parties: http://wave.wavemetrix.com/content/social-media-gets-consumers-raving-Smirnoff-Nightlife-Exchange-parties-00661 by Shani Persson on 3rd December 2010

(JOELY)

Building online engagement article from Socialnomics

By Erik Qualman | January 17, 2011

With social media marketing becoming ever more established, there are now countless brands battling for online consumer engagement. Whether it is fans on Facebook or followers on Twitter, most major brands are looking to build consistent and useful social media fan bases.
However, although a loyal following is a good start, how this following interacts and communicates is also a key factor in a brand’s social media success. With this in mind, WaveMetrix took a look at the different ways brands have built and shaped online consumer engagement.

• Premium brands are beginning to talk less about their products and more about lifestyle
• Other brands are encouraging product specific discussion to drive purchase consideration
• Campaigns that linked social media back into the real world helped drive engagement
• Tried and tested competitions and giveaways are continuing to work well
• Some brands are beginning to monetise social media

Premium brands begin to talk less about products and more about lifestyle
During Q4 2010, a number of premium brands used non-product specific social media content in order to focus consumer attention on their wider brand image, rather than their specific product offering.
For example, Burberry promoted emerging music artists under the slogan “Bands Burberry believes in”, with 28% of Burberry Facebook discussion relating to this Burberry Music project, rather than Burberry products themselves.
Only a minority Burberry Facebook fans focus on products:

Other brands encouraged product-specific discussion which drove purchase consideration
Gucci, Xbox and BMW encouraged a tighter focus on specific products by promoting product related material.  This led more consumers to actively say they were considering purchasing, but also stimulated some criticism of the specific product.
For example, BMW engaged consumers with their new models successfully and this drove some potential owners to explicitly say they were “considering” a BMW. However, high levels of product discussion also led to 34% of product comments being negative, with “impractical” BMW models criticised.

Linking social media back into the real world helps drive engagement
Using social media to promote real-world events and initiatives worked well towards the end of 2010. Consumers showed interest in tangible events and showed that social media can drive footfall in store.
For example, Smirnoff invited consumers across the globe to use social media to share ideas for their ideal night out and then promptly made those ideas a reality through the Nightlife Exchange Party. This scheme drove large amounts of engagement, with 87% of buzz on Smirnoff’s Facebook page revolving around the parties.
Tried and tested competitions and giveaways continue to work well
Mainstay marketing techniques like competitions and giveaways continued to work well in Q4 2010. Corona, Netgear, Sony Ericsson and Pizza Express all used simple competitions and giveaways to drive engagement from current fans and also to capture new fans.
Some brands begin to successfully monetise social media
The end of 2010 saw a few brands take the first steps into monetising social media. Panasonic provided exclusive offers and discounts for Facebook fans and allowed them to purchase directly through an integrated Facebook store.

(JOELY)

McDonalds

McDonalds are a great example of a company who had successfully used various marketing strategies over the years.  Not only have thye managed to market the brand to several social demographics but they have managed to maintain their popularity; wether this be through their convience factor or the fact they have created saver menus and provided internet to attract the teenage crowds.


Initially McDonalds was all about promotional marketing; the happy meals with the free toys and coca-cola glasses etc. Then the brand turned to celebrity endorsement with the 'Im lovin it' campaign headed by Justin timberlake
http://www.youtube.com/watch?v=dI-xHMM8wXE


When even celebrities eating burgers wasnt enough to entice us in, MacDonalds marketed its new healthy side playing on the aspirations of a Mcdonalds consumer in a humourous way.
http://www.youtube.com/watch?v=v34G2HCoqyU


There are many techniques used by macdonalds but this is my favourite







(KATIE)

T Mobile & Guerilla Marketing Campaign

Saatchi and Saatchi have recently created a new series of ads for T mobile, which have really made an impact on the British public. The adverts consisted of guerilla dance rountines and sing-alongs in several london locations, such as Liverpool street Station. Below is a clip of one of the most recent flash mobs which took place in Heathrow airport.


http://www.youtube.com/watch?v=NB3NPNM4xgo&feature=related


I personally love this method of advertising; its exciting, it creates a buzz, its also a great source of entertainment and months after people are still inspired by it and still talking about it.


Below are some of the reactions of people who were unexpectedly involved in the flash mob


http://www.youtube.com/watch?v=02OW652zNOQ&NR=1


(KATIE)

Stussy

Viral Marketing is a big part of the way Stussy advertises. From quirky documentary videos about the brand to lifestyle videos showcasing the types of activies undergone by Stussy's core consumers; e.g skateboarding.
http://www.youtube.com/watch?v=Vd4-dRwvyQg


It helps keep consumers interested and make the brand more than mass produced items of clothing. It gives the brand an identity and something for the consumer to identify with and relate to.


(KATIE)