Twitter Usage in America 2010 from Tom Webster – Edison Research [Webinar]

Thumbs up for this really comprehensive webinar on how Twitter is perceived and used in the U.S.

The report is, I quote: “derived from the Edison Research/Arbitron Internet and Multimedia Series. This study presents three years of tracking data from a nationally representative telephone survey (via landline and mobile phone) of 1,753 Americans, and was conducted in February 2010. This report details new data on the awareness and usage of Twitter, along with user demographics, status updating behaviors, brand following activity and even an early look at location-based social networking. The study was originally presented on Thursday, April 29th, in an online presentation.

Highlights of the study include:

Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010 (by comparison, Facebook’s awareness is 88%)

Despite equal awareness, Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook.

Nearly two-thirds of active Twitter users access social networking sites using a mobile phone

51% of active Twitter users follow companies, brands or products on social networks”

>>>>>  To view the full webinar, click here

Link – Five Steps For Consumer Brands To Earn Social Currency

A really clear and informative article by Ben Paynter of Fast Company for brands engaging in (vs wading through) the social media environment.

Read it here

My Own Metrics On Twitter: March/April 2010

Who in the world – literally – is interested in the Twitter content that I generate today ?

As promised, here’s a snapshot of my geographical metrics on Twitter once month on — but not just that. I’ve registered the situation at 3 different dates to show you the change. As for last time, the only metrics that I find interesting at this point is the geographical spread. Albeit also interesting, the quantity – or number of followers – doesn’t necessarily come into play for my purpose.

Last (and first) time I went there (read it here), my main geographical groups were predominantly comprised of U.S. followers with 52% of clicks on my links, with France standing at 14% and UK 11%.

Look at the evolution of the geographical spread below:

Source: HootSuite analytics

What happened ? I attended the SMWF (Social Media World Forum) in London on March 15-16th. Sure enough, I blogged (you noticed, no doubt — I mean they at SMWF did) about the event and my readership shifted geographically, accordingly.

There are strong beliefs out there that:
- you can only target your ‘original’ market, which, in my case, would mean France, since I’m based in Paris — WRONG
- once you have an audience, its geographical spread won’t change — WRONG again

So, what I’m trying to say is that there is no fatality about whom you attract to your content. You are the one who decides what your content will be and how you decide to make it evolve.
Born and bred totally cross- and multicultural, it was only natural for me to decide that my target audience would be global with a specific interest for the U.S. and U.K. markets where I’ve lived and worked for a number of years before settling in Paris.
The 3 graphs above demonstrate not only that it is possible but also that I can shift interest according to how I curate the content and brand it.
If you look at the particulars of Ukraine and Hungary … etc, you’ll find out that I was actually engaging people from those countries on very specific topics.

Fabulous, isn’t it ? (U.K.)
Awesome, right ? (U.S.)
Super, non ? (France)

Pick the place you want and just make it happen by curating your content accordingly.

So now, if you want to follow me, @merrybubbles, click on the right hand side Twitter follow button.
Let me know what industry you’re in and what metrics you’re watching in priority and for what purpose. Because, yes, the bottom line is: what’s your ultimate goal ?

7 Principles For Marketing To Women Through Social Media — Or Not

In the “Practical” series of this blog: an at a glance cheat sheet to help market to female buyers.
Remember, women are half the market and in the U.S. alone, they account for over 85% of all purchasing decisions (source: Mindshare/Ogilvy Mather).

Here are two approaches that echoed for me: the 7 principles for marketing to women — all applicable for social media and the 7 key underlying insights for marketing to women.

7 PRINCIPLES FOR MARKETING TO WOMEN – all applicable for social media
This comes from Dr. Bob Deutsch, a cognitive anthropologist and a founder and president of a strategic branding and communications consultancy Brain Sells.

1. Pattern
2. Authenticities
3. Quality – note this one, it is a strong driver
4. Connectedness
5. Society
6. Quality of life
7. Reasonableness

Read the full post by I <3 social media here.

Then, you also need to be aware of the…
7 KEY UNDERLYING INSIGHTS FOR MARKETING TO WOMEN.

1. There is no “women’s market” there’s “your women’s market”
2. “Brand Lite” isn’t the answer
3. Communicate differently: value vs listing features
4. Understand that she’s always watching — Women are great at detecting inconsistencies.
5. Respect her
6. Embrace high standards — Women are suckers for quality
7. Be willing to commit — the dreaded “c” word.

Read more here

Convinced ? Let me know your thoughts.

Glee ! More Social Media Metrics From #smwf

You’ll be happy to hear that after a few days away from blogging, I’m back with more long-range material on social media metrics from Facebook.
More precisely, it is the presentation Muhammad Karim, Mars’ Senior Brand Manager.

I’ve been asked many a time for a list of tools for measuring Social Media ROI. Look page 8, “Choose Your Poison”: it’s all — or mostly — there.
All yours.

Successfully Monitoring And Measuring Social Media Campaigns

If you’d like to read his original post on this, click HERE.

Please refer the two following posts for elements on social media strategy and metrics garnered from smwf: Top 5 trending and hot topics at #smwf 2010 and Clues from #smwf 2010 and Socrates to a winning digital strategy !