Archive for May 2012
Especially interesting re “the growing power of QR codes.” Maybe the time is now coming for those entry points to rich experiences. The problem with them so far, imo, is poor imagination and poorer execution.
Sixty-four percent of [US] business owners say social media marketing is a promising tactic and they believe it provides returns – but they aren’t willing to go all in with it just yet and favor a more cautious approach. Another 20% are more bullish on its potential, according to the same study, while just 6% are hardcore skeptics.
How do marketers and entrepreneurs measure whether social media marketing pays off? Most do so by measuring the accumulation of friends, likes, followers and other online connections. Thirty-nine percent look at shares of brand content, while 35% measure actual leads from social media. Just 18% measure success by overall brand awareness and favorability as gauged by consumer surveys.
Snapshot of small businesses in the US. Some interesting metrics, eg:
2011 survey of small business leaders and using social media for business, of the 53% who did, only 4% use Twitter
1 in 3 marketers say measuring ROI is among their top questions about social media.
88% of brands says exposure is the biggest benefit.
62% of marketers say improved search rank was the biggest benefit.