Social Marketing Buzz 11-23-2012

Staffing Causes the Struggles of Some Marketers

News on Social Marketing, according to Marketing Pilgrim: ExactTarget and Forrester recently conducted a study called “The Keys to Successful Cross Channel Marketing” which shows the struggles that marketers encounter in executing and measuring the success of their cross channel marketing efforts.

The study found that 78% of marketers in companies of $100 million plus in revenue feel that cross channel efforts are very important to their business. It also shows that 76% of those surveyed are interested in an integrated messaging platform to manage all customer data and execute across all digital direct channels.

Because of lack of analytics that provide cross-channel data to improve program performance, 51% of respondents feel that their current marketing technologies fell short and 44% focused on marketing channels, such as email, mobile, social media and the Web.

However, the most important concern for marketers is the area about staffing as there are not enough people having these technical skills but also, the type of person that is most likely to have the technical skill.

The common mistake is that most people assume that if someone has the technical know-how then they have the business know-how as well. The important thing is to find someone who have the technical capability and also see the business issues facing a company to help solve a problem. This knowledge can only be achieved through experience.

Read more at Some Cross Channel Marketing Troubles Attributed to Staffing

What Social Networks Has to Say with Regards to Ownership

News on Social Marketing, according to Social Media Explorer: posting content that you have originally created to Facebook, Twitter, Pinterest, or anywhere else is yours. Until you say otherwise, if you create it, you own it. This includes typing a blog post on your laptop or taking a picture with your smartphone. Other people may infringe your rights by copying your work, but you haven’t given up those rights.

With the subject of ownership, here’s what social networks has to say:

Twitter

It’s difficult to create an original creative work in 140 characters or less. Copyright does not protect URLs or short phrases. Per Twitter’s Terms of Service, if you do manage to meet the threshold of originality for copyrighting a tweet, then, you own that work.

Facebook

Facebook’s Terms of Service shows that you own your content. However, Facebook has certain rights, including a license to use any of your content that you post on or in connection with Facebook. You may delete your content if you don’t like this, but deleting won’t work if your content is not deleted by others to whom you have shared it with.

Pinterest

Pinterest’s terms of service doesn’t actually differ from those of other sites. Although you still own anything you owned originally, by pinning “your” content, you give Pinterest a license to move it, change it, display it or otherwise use it. And like other sites, the content doesn’t disappear just because you delete your account.

YouTube

When uploading a video to YouTube, you give YouTube a license to use your content royalty-free, and grant your fellow YouTube users a license to access your content and also, you not only retain rights on what you post, but you’re affirmatively representing to YouTube that you are not infringing the intellectual property of someone else.

Read more at WHO OWNS YOUR SOCIAL MEDIA CONTENT?

Study Shows Two Key Findings on Tweets Influence on Consumers

News on Social Marketing, according to Compete Pulse: to understand the impact that Tweets posted by retail companies have on consumers, Compete and Twitter are working together to know whether Tweets influence consumer behavior.

The study, limited to desktop browsing and exposure on Twitter.com only, was conducted by compete to 2,600 U.S.-based internet consumers who saw Tweets from almost 700 different retailers such as Amazon, Nike and Walmart from August to mid-October. The behavior of two groups who are average internet users and consisting of a similar set of consumers who visited Twitter but did not see retailer Tweet was also studied.

Here are 2 important findings discovered by Compete and Twitter:

1. Twitter users who see Tweets from retailers are more likely to visit retail sites

The study shows that 95% of Twitter users who were exposed to retailer Tweet visit those retailer websites than the general internet users which has a 90 percent rate. This finding becomes even more evident for more niche parts of the retail industry than for both mass retail sites and specific categories like apparel & accessories retailers.

2. Twitter users who see retailer Tweets are more likely to make online purchases

Compete’s study shows that Twitter users made purchases at a rate of 33% from a retail website while 27% of general internet users bought something from the same sites. However, when Twitter users were exposed to a Tweet from a retailer, that purchase rate increased to 39%. This shows that Twitter users arrive on a retail website with a higher intent to buy as people are more likely to make an online retail purchase than they are to visit retailer websites once they see a retailer’s Tweets.

Read more at Tweets and Their Influence on Online Shopping

Other Social Marketing Articles of Interest

5 Simple Steps to Getting Your Business on Twitter

4 Tips to Maximize Your Twitter Marketing