- The number of visits to the ShipServ website versus just three months ago is up 59 per cent from 10,700 to over 17,000
- Page views (ie content) are up a whopping 70 per cent from 21,000 or so to over 36,000
- Time spent on the site is up 15 per cent – which means our target audience is really beginning to engage with our content.
- 57% have joined a Social Network, making it the number one platform for creating and sharing content
- 55% of users have uploaded photos and 22% of users have uploaded videos
- The widget economy is real – 23% of social network users have installed an application and 18% of bloggers have installed applications in their blog templates
- Blogs are a mainstream medium world-wide and collectively rival any traditional media – almost three quarters of people online have read a blog
- The blogsphere is becoming increasingly participatory – there are now 184m bloggers worldwide
- Social media impacts your brand’s reputation – 34% post opinions about products and brands on their blog and 36% think more positively about companies that have blogs.
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Comments
Roger, Online PR Agency C&M March 22nd, 2009
The more I think about it, the more appropriate B2B is for Social Media Marketing and Online PR. In consumer land, the measurement can get very murky and contentious. In B2B land, because the samples are smaller, and the ‘conversion’ points are more pointed, it becomes so much more effective. Sign up, download, etc… all this can be pinned really easily to a new Social Media and/or Online PR campaign …in a way that buying shoes, eating Skittles and other stuff isn’t.
Stan March 23rd, 2009
You’re right. If you only have 250 customers in the world (assuming you’re selling to telcos), you probably only want to influence 20-30 people (at most) within those companies. That’s fewer than 1000 people in total. While marketing is much more than contacting your prospects directly, it’s clear that being where those people congregate on the web will help you learn quickly about their needs, interests and challenges. If you provide information and no one takes it up, then you can learn quickly that you need to change tack.
Eli S. | Vertical Measures March 25th, 2009
Very good piece, Stan. I really like that you clearly define Social Media’s ROI calculation to be quite a bit different from traditional marketing campaigns. Specifically, you said “social media is really more about listening to what your community is saying rather than telling it what to think” and you’re absolutely right. In fact, trying to sell something to the community instead of just being an active member is probably the quickest way to get people to ignore your products.
Stan March 25th, 2009
Thanks for the comment Eli. ROI seems to be a hot issue among clients right now for obvious reasons. We’re trying to find ways to explain to clients how this social media marketing stuff works. Just like you I guess.