It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
“On Instagram, the researchers found that images showing customers wearing or using the product resulted in sales. This helped with fit and use. By contrast, attention-getting or aspirational images drove engagement (such as likes and comments.)”
If your brand is looking for a fresh perspective driven by customers, you might consider sponsoring an Instameet:
“There are multiple brands that are sponsoring instameets and lending out their products (such as cameras and camera supplies) so Instagrammers can try them out.”
The company applies the “water cooler test” to determine if blog, photo and video content is compelling:
- Does it answer the “Why should I care” test?
- Does it surprise you?
- Is it compelling with universal appeal?
- Is it being measured systematically?
TV’s Approach to Firing Up Social Fan Base Applies Across Brands [from PR Newser; written by Nancy Lazarus]
“‘Give fans recognition and shine; that’s not precious to TV, it could apply to any fans out there’, said Tom Chirico, VP digital and social engagement for VH1.”
“I’ve talked about this before, but you build loyalty and create fans with rewards, not incentives. Offering me products if I will switch to your company doesn’t win my loyalty to your brand, it simply gives me an incentive to take advantage of the offer. I may have to sign a 2-year contract to get all the goodies, but if you have ignored me and my business, guess what happens in 2 years? I will switch to your competitor, because they just offered me prizes and incentives for switching.
You are training your customers to leave you.”
“‘People don’t buy things for logical reasons,’ Zig Ziglar once famously said. ‘They buy for emotional reasons.’
Which means: In order to gain customers — and keep them for life — you’ve got to do more than introduce them to your brand, business, or product. You’ve got to make them fall in love with it.”
Click through for the full infographic on how.
Brands Slow to Respond to Complaints Posted on Social Media [from Marketing Charts; written by staff]
“In fact, fewer than 1 in 5 respondents said they respond to complaints within an hour. And although a slight majority do so within 24 hours, more than 1 in 5 say they rarely – if ever – respond to customer complaints made via social.”
Last Year, Social Ads Proved Highly Effective in Delivering New, Quality Audiences [from Marketing Charts; written by staff]
“The study reveals that social ads performed 52% better than the 4-channel average in delivering such quality users during Q4. In fact, social ads performed better than the average during each quarter of the year.”
Split into a list of tips and tricks that do still work, and those that don’t. An important highlight from the don’t list:
“1. Add a period or really anything before someone’s Twitter handle so the tweet is public. If you don’t, the only people that can see it will be you and the person you are talking to, plus both your followers. This is no longer true and admittedly, I can’t tell you when it stopped being that way. Don’t believe me? Please let me note, these following accounts were NOT adding a period or anything in front of the Twitter handles, and to further verify, I signed in, unfollowed one of the accounts, and opened a different conversation between the account and another that I’ve never followed.”
Have any of you tested this to see if it still works or not?
“Connecting with consumers in real-time requires more than industry grandstanding and knee-jerk reactions to prominent events; sensitivity, relevancy and prioritizing content is of paramount importance, and engaging narratives should first be designed according to an overarching editorial scheme. Real-time content should keep fans entertained as well as engaged, and follow a general story line that addresses an audiences varied interests.”